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media tips
- Try to co-operate with reporters
- Check their deadline & contact details
- Establish facts before making comment
- Highlight 3 or 4 key messages
- Back up your facts with real examples
what do news editors want?
- Local angles on national stories
- Expert and informed comment
- Surveys and consumer trends
- Milestones: first, last, unique, best, biggest etc
responding to unexpected inquiries
One of the most useful tools in media training is learning how to manage
a surprise inquiry - the reporter cold call.
The first thing to remember is that you are not obliged to respond
immediately.
But you should always cooperate - even when your news is bad.
Check the reporter's deadline and contact details, and
ask them to
forward
story
background and questions by email.
Reassure the reporter
their
inquiry
will be dealt
with, and that someone will be back in touch
within
half an hour.
Once
you receive the reporter's email, collect the facts. If
necessary,
forward
the
matter to colleagues who might normally
deal with media issues.
If you
are the spokesperson,
take time
to decide whether comment is
appropriate.
*Greg Ward Media Training workshops are available throughout Australia
and New Zealand. For more information on training in Auckland, Wellington,
Christchurch, Sydney and Melbourne, phone Greg on 021 899 532
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