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| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Making Headlines
by Donna Barker, Adisen CommunicationsYour organization has decided that it wants its 15 minutes of fame. You've been doing great work and you want the public to know about it. You want your name in the paper and on the 6 o'clock news.
You write a press release, fax it out to your media list, cross your fingers and wait. Nobody calls for more information. You don't see your story picked up in your paper or on the TV news. You decide that the corporate media machine simply doesn't care about the stories that are truly important in your community.
After a couple of failed media attempts, it's natural to feel frustrated; easy to think that only well-connected and well-funded groups get media attention. Rather than giving up, take a step back and look again at the press release you sent out.
- Did it tell a story? Or, did it simply chronicle events leading to an action?
- Was a person the central figure in the release? Or, was an inanimate object, such a report or a building or a government policy the central focus?
- Was the release really about something newsworthy? Or was it an event announcement with the words `news release' at the top of the page?
Although the media are an easy target for our collective frustrations about non-profit work being ignored by the public, the government and funders, they are not necessarily the right target. Reporters have needs. As a rule, non-profits don't take the time to identify a reporter's needs or deliver material that reporters can use. So, before you send out your next press release, then curse the mainstream media for its ignorance, apathy and general lack of values, take some time to get to know what the media need in a press release. The following page will help you get started...
How to make a reporter's life easier and improve your story's chance of success
Give a good story. In the world of making the news, a good story contains certain elements and the more of these elements you can include in your story (press release) the better the odds the reporter will call you.
Following is an example of a press release issued by a fictitious coalition of organizations, unhappy with new government policies that will effect the well-being of senior citizens. The release could have been written about the new policy, the budget cuts, who the member groups of the coalition are, but those details are best communicated in a follow-up document called a backgrounder.
- Your story is about something that is `new'. If you can legitimately say, "first time ever" in your release, you're off to a good start.
- Your story has a human (or animal) face. Even news about government policies is usually written into a story that includes a human face: those who will be hurt or helped by the policy. If you help the reporter identify a face, she'll be more likely to pick up your story.
- There is action in your story. Consider the statement that CBC reporters keep in mind when developing their news stories: people taking an action for a compelling reason. Write your headline to this formula and you are more likely to capture a reporter's interest.
- Your story impacts a lot of people. Reporters and editors want to run stories that will appeal to their readers, viewers and listeners. These audiences are most interested in information that will effect them in some way.
- Your story has a curiosity or celebrity factor. This is not necessary! But, if you've got this element, and it won't detract from your message, flaunt it. Never forget that North America's best selling weekly newspaper is the National Enquirer...
Sample Press Release
RAVE - Rights for the Active and Vivacious Elderly
News Release
Seniors lay down their demands on Parliament Hill
For Immediate Release
September 1, 1999
Ottawa - 5,000 senior citizens will stage a peaceful protest on Parliament Hill this morning to draw attention to the recent Federal cuts to programs that support the health and well-being of Canada's 4 million aging Canadians. Holding flowers and small Rest in Peace placards, the group will lay down on the grounds of the government buildings.
Finance Minister Paul Martin released his new budget to the House of Commons last Friday. It includes a 10% cut in funding to support subsidized medical treatments (including prescription drugs and wheelchairs) and cuts that will lead to the elimination of dozens of home-care programs for the elderly.
Alice Dorchester, an 82 year old widow who has lived the past 54 years in her home in the Ottawa Valley is worried about her future, "These cuts will mean that I could lose my home support. The only residence available near my family is a part of the hospital. And everyone knows what happens to the elderly who are left in hospital for care... Paul Martin and Jean Chretien are pushing retirement age. I'd think they'd be a little more cautious of the system that they will be living with in a few short years themselves."
Over the past 15 years, Canadians have seen a 32% reduction in spending on senior services. This new cut will put Canada back to depression era spending for a significant portion of the country's population.
-30-
For more information contact Sheila Rollit at 613-555-1212.
Organization letterhead
or Media Release
People taking an action for a reason
Standard format
Always date your release
Indicate your city
This is ‘new’, first time ever
Government = celebrity factor
Very visual event. TV and photographers will be interested
Impacts a large proportion of the population
Alice offers a human face
Her quote is engaging and says what a reporter never could: that is, it is not ‘balanced’ but her opinion.
Conclude with a fact that emphasizes the severity of the proposed change.
Reprinted from 'Activate', the quarterly journal of IMPACS, the Institute for Media, Policy and Civil Society. Winter, 1999. For more information, visit www.impacs.org or call 1-877-232-0122.
Like the old-time circus barker who stood on his soap box, drawing people into the tent to see the show, Donna Barker Communications has been helping not-for-profit organizations draw people to support their causes since 1992. You can reach Donna at donna@donnabarker.com.
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