Communication Tools - Dealing with the media
Dealing with the media | Press Releases | Fundraising facts | Using your MP
Dealing with the media well is essential if your Age Concern wants to get as much good publicity as possible. This section will give a brief overview of the different kinds of media and how best to deal with them. There are also some pointers for maximising the impact of what you have to say.
"The Media" is much wider than just the local paper or local radio station. There are many opportunities to communicate a message to a wider audience.
- Newspapers
- Free sheets
- Magazines
- Radio
- Television
- The Internet
Interviews
The principles given below apply print, broadcast and new media (the internet etc.) interviews.
Remember that a journalist will be taking notes from the moment you pick up the phone. Their opinion - offered to you quite casually in conversation - can become your own 'quote' unless you quickly disagree ("well that may be your view, it's not mine") or offer an alternative, memorable comment.
If you're being questioned on an issue which you think could have a negative impact on the reputation of your organisation it is important you do not answer "no comment", refuse to answer or give false information. Instead say you need more information to answer their question, get their deadline and say you'll get back to them immediately. The ACE Media Relations Unit can often help in a situation like this.
If possible practice before broadcast interviews:
- Review all the available information.
- Consider what questions you would ask if you were the interviewer, and how you would answer them.
- Set your own checklist of points you want to make - a two-minute interview gives time for only three significant points.
- Your answers should be jargon-free, statistic-light, and memorable.
- Rehearse answers to create fluency - if your interview is edited down it may be less than 10 seconds!
Radio or television
Before agreeing to give an interview, ask yourself: What's in it for Age Concern or older people? What will it cost in money and time? Am I the best person to do this?
You will also need to find out:
- Where and when will the interview take place?
- What - specifically - are we going to discuss?
- Where will it be used?
- Will it be live or pre-recorded?
- How long will the interview take? (both to record and on transmission)
- Is the style and context light-hearted or hard-hitting?
- Are you the only speaker? Will it be packaged? (i.e. a selection of individual short clips linked by a reporter's narrative)
What to wear for a TV interview?
- Clothing should be smart and comfortable. Remember that TV studios get hot!
- Avoid loud checks, total black and white, or pure blue.
During the interview
Listen to the question and try to answer it, but:
- Have in mind your three-point checklist and use your first answer to move to it
- Never answer simply 'yes' or 'no' - use questions as a cue to resume talking
- Be descriptive with your answers, especially on radio
- Keep an eye on the time
- Check off your priorities as you use them
- Be enthusiastic in answers, and do mention Age Concern
- Get someone to tape you and/or give you feedback
The Public Affairs Department at ACE run a selection of courses to help your Age Concern 'make the most of the media'. For more information, further details or in an emergency contact:
ACE Media on 020 8765 7200 (out of hours 0701 243 243) or Dave Kirkwood on 07771 941 253.
