Getting Publicity and Working with the Media
In many cases, the success or failure of a local “grassroots” initiative
rests upon whether or not the matter got favorable or unfavorable
media coverage — or any coverage at all. A critical
element in lobbying at all levels of government is the press.
Love ‘em or hate ‘em, the press is a powerful
force in a democracy and the better you understand them,
the better you can “work” the media, hopefully
to bring about a positive result for your boating issue.
Elected and appointed officials at all levels of government
are very sensitive to press coverage. If a boating issue
starts getting news coverage, local officials will not
only take notice but are more likely to want to work with
the boaters involved.
Conversely, no one in public office wants “bad” press,
so the sooner an issue can be resolved before it becomes
a bigger story, the better. This works to the boaters’ advantage.
Who Are the Media?
Essentially any news organization that has a public outlet
in your community — a local newspaper, local or regional
magazines (print media) and radio and television stations
(broadcast, or electronic media), as well as the local
cable TV service provider and any news services that might
cover your area such the Associated Press, States News
Service or Reuters.
While the mainstream media covers news, speciality publications,
such as newsletters, or TV shows sponsored by specific
groups cover only items in their interest area or that
adhere to their agenda. Your job is to convince local reporters
that your issue has some news value.
Getting News Coverage
“Be careful what you ask for…you might get
it!” When you are dealing with newspeople there are
no guarantees that any coverage will be exactly what you
wanted. Be prepared for the fact that any news story done
on your issue may not be 100% of what you wanted to see
in print or on television.
Stick to the facts; present a reasonable case; don’t
complain or badmouth anyone; have plenty of background
information ready to support your position; have other
names and phone numbers handy if the reporter wants to
interview others.
Present a professional image. Before contacting any reporters
or editors, some prep work is necessary. This can save
valuable time and effort later. First and foremost is:
compile a press list.
Compiling a Press List
Simply, it’s a mailing list, or an e-mail address
group, or any other contact list – names, phone numbers,
addresses of reporters that you will use to publicize your
issue. Should you or your group send out a press release
it will go to this press list.
Locate the contact information for the news outlets that
serve your area. Check the phone book, local community
guides, yellow pages and the Internet for names and addresses.
Get the names of assignment editors, boating or outdoors
writers, or TV/radio producers of local news. Sometimes
calling the newspaper or station is the only way to get
a name. Many papers now list a reporter’s e-mail
address at the end of a story or on its Web site, so check
those as well for useful names.
The more targeted your approach to a specific person at
media outlets, the better chance your letter or phone call
will not “fall through the cracks.”
For example, a press release about boating is more likely
to get picked up if it is sent to the Outdoors Editor than
to the Executive Editor.
Contacting a Reporter or Editor — Handy Tips
A phone call to a media outlet is best. If an issue is
fairly time-sensitive, call the assignment editor at the
media outlet, explain your issue and ask who would be responsible
for covering your issue. Before doing so, however, know
that for a morning newspaper, late in the day or evening
is the worst time to call. For an afternoon paper program,
late morning is likely deadline time. Late in the day is
probably the worst time to call a TV news producer working
on an evening broadcast.
Keep your call short and to the point. Don’t try
to give them all the background in an initial call. The
reporter or editor just needs to know who, what and when
and why they should be interested.
Offer to follow up by sending more detailed material by
mail or e-mail.
If you are asked to leave phone messages, don’t be
discouraged. Leave a short message. Try again another day
or follow up by mail or e-mail.
EXAMPLE: Dear
Ms. Jones — Your paper may want to
cover a meeting being held Wednesday night over the recent
accident at Round Bay. The lights marking the channel have
been out since last summer’s storm and it’s
become a very unsafe situation. The meeting is at……….
You can reach me at ………..
Selling the Story to a Reporter
What makes a good news story is controversy. Find an angle
that makes your issue as interesting as possible and be
able to show that many people may be affected. (One person
complaining about a situation is not news; 30, 50 or 100
people, or local businesses being impacted, is news.)
The controversy may be about a public policy that needs
changing; unfair restrictions, fees or taxes; or concerns
about the environment.
Show how your issue impacts the local community. Trying
to solve a problem or bring about positive change gives
you and your group credibility. Statistics are especially
helpful, as are dollar figures.
Present a united front: try to show that more than just
a few people feel the same way; have lists of groups, clubs,
boating organizations in the area that support the issue.
Relate your issue to a bigger trend. Journalists are always
looking for trends to report on; for example, a local marina
being sold for condos is part of a larger trend in which
public access to the waterfront is being lost to private
development. Local papers are often looking for stories
to tie their community to a national trend.
DO NOT expect any reporter or editor to know anything about
boats or boating. Be patient, explain things in the simplest
manner possible and don’t speak “down” to
them.
Writing a Press Release
Press releases are the lifeblood of media outlets and
the source of many good stories. BoatU.S. receives dozens
of press releases daily and sometimes they become stories
in BoatU.S. Magazine or evolve into sponsorships or other
projects.
A well written, concise press release can get your issue
the news coverage it deserves. Short of calling or e-mailing
a reporter or editor, a press release is the next best
thing in getting coverage.
Keep it short and to the point, and kept to one page.
Put the news “peg” at the top of the
release,
in the headline and first paragraph. Make it as compelling
as possible, keyed to the importance of an issue. Saying
a “Meeting is Scheduled for Wednesday” is boring
to any news outlet. But saying “Rash of Accidents
Raises Concern” is bound to elicit more interest.
Give enough information to interest an editor or reporter
and provide contact information with: a phone or cell number
will be answered by a person, not a machine. Newspeople
often work odd hours so having someone available by phone,
even at night, is important.
Allow with enough lead time for someone to either attend
the event or pursue it as a story.
Send out multiple releases. For some major events, groups
start sending press releases months in advance, and follow
up with reminders right up until the event.
Don’t be discouraged if your initial try is ignored.
Perhaps it did not get to the right person or you hit the
news outlet on a bad week when some other major news was
breaking. Keep trying. When editors see multiple releases
from the same source, it shows them this is not just a
one-shot effort.
Sample Press Releases
Also visit BoatUS.com/news and review the number and variety
of press releases the Association produces. Some are targeted
to certain regions, sometimes just to one city; others
are sent out to the boating press nationwide.
Press Release Sample One
Press Release Sample Two
Cultivating Media Contacts
Cultivate local media contacts. These can be crucial to
you when issues come up at a later date and you don’t
have to start from scratch to get coverage.
If a reporter does cover a local issue or event, be sure
to thank them for taking the time and offer any additional
information.
Follow up on a story or news broadcast with the reporter,
offering to keep them informed of any new development;
Offer any new leads or angles for future stories they might
want to run.
Getting the Media Out On the Water
Nothing can be more attractive to a desk-bound, harried
reporter than a chance to get outside in the sun on someone’s
boat, or to a local yacht club or fishing pier.
Invite the media to an outing to see what boating and
fishing is all about. Many successful events with the media
as well as politicians have not only generated great press
but fostered a greater understanding of boating as a recreation.
Offer to show a reporter in person either by car or boat.
Seeing something in person is often the best way to gain
an understanding of a problem or issue.
Provide good photos to also demonstrate your issue. It
saves the newspaper the trouble of assigning a photographer.
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