Tips for dealing with mainstream media

Tips for dealing with mainstream media

Building relationships with some sympathetic reporters and editors can be very useful (see this guide by the Spin Project) but don't expect them to be your cheerleaders. Call them after sending press releases or call-outs and try to sell them your story (see here for tips on 'pitching your story').

Everyone thinks their issue is the most important. When dealing with the media, think in terms of what's newsworthy, interesting and relevant. In other words, they will only listen to you if you provide them with hooks and headlines.

Ask for referrals. If a reporter is not interested in your story, ask them which of their colleagues might be.

Always ask reporters what they want to interview you about and what kind of questions they will be asking. Wherever possible, ask them to send you their questions beforehand. Also, anticipating questions and consulting others in the group about possible answers would help you a lot.

Check out your interviewer beforehand and find out about their work, style, politics etc. as well as their audience (who reads their paper or listens to their programme).

Be prepared. Know your facts and details (laws, numbers, dates etc.) and make notes of them if necessary.

Always be prepared to say something when a reporter calls you. Reporters don't likes to hear "I'll get back to you later today." If you really don't know the answer to a question, say something like "I don't know that information but I will find out and get back to you immediately. What's your deadline?" Then, of course, get back to them on time with the answer. Alternatively, you could offer them some other 'expert sources' that you know and trust.

Tell your story. Journalists are often experts in manipulating the course of conversations to get what they want. Think about the questions, what they may imply and where they may lead you, then answer accordingly. Never feel pressurised or embarrassed when they make such comments as "you didn't answer my question", "yes or no?" and the like.

Even if you have a great relationship with a reporter, don't say anything you wouldn't want to see in the headline. If you talk to a reporter for hours about migration and detention and all that, but somehow mention the planned action tomorrow, guess which part is likely to make a headline?

Never assume that people know what you're talking about. Be clear and simple and explain things wherever necessary.

Be relaxed and avoid getting nervous or angry; that would only get you into possible traps or misrepresentation.

Never get confrontational or aggressive. After all, you'll there to promote your cause and appeal to wider audience.

Be accurate and avoid exaggerations and generalisations. Never give inaccurate or misleading information and try to avoid unsubstantiated allegations, accusations, rumours and the like .

Try to personalise your story. Provide reporters with first-hand accounts and 'victims' stories' wherever possible.

A good thing to do is calling or e-mailing reporters who have positively written about your issue and comment on their report or article, or even thank them. If the coverage is negative, you can still write to them critically, but politely, in the hope that next time will be better. Otherwise, wage a full-fledged war against them using your own media ;-)