The Hindu Business Line : How to communicate with the media

WHETHER or not they need it, want it or like it, journalists are usually subjected to a lot of advice and guidance on how to write engaging stories or articles. What about those interested in communicating with the media to spread a message? They too need some tips.

For those interested in cultivating the media here is some advise from the latest issue of International Trade Forum, the magazine of Geneva-based International Trade Centre (UNCTAD/WTO).

Giving a message to the media: Give journalists the message you want to see appear. Journalists are looking for a fresh story of interest to their audience. You are looking to promote your message, which should be "ten-words-or-less."

To capture the attention of the journalist: Use facts, statistics (impresses, gives weight); opinions (strong views draw attention and show credibility); controversy (controversial views give good hooks for your message); relevance (to media type, time and situation); information (give background sheets, names and curriculum vitae of people involved for credibility); difference (what is different in your story, approach? Check what has been published already, so that you don't come up with old news); timing (address the right journalist at the right time with the right story; you have to know the media and how they work, learn about their deadlines and find out who is in charge of assigning stories).

Companies, especially those in service business are convinced that media ought to be a key component of business development strategy, and are increasingly willing to commit more resources for interacting with the media.

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How to communicate with the media