Talking with the Media and Settling Back into Uni

This is just a short blog whilst I get back into the swing of life at Bucks. I have enjoyed the first two weeks of lectures. I have been waiting for a lecture that compelled me to write a blog, so here goes. Last week Bill asked us to think of a company and come up with a story or message. He would then interview us, as a local reporter. Had I done this research and blog previous to this morning's interview it may have gone smoother, but I think I did alright anyway.

I think that Bill got his message across fairly well in his lecture, but after a little digging, I found that the things that he was saying are being said all around the world. The fact that this message is being repeated time and time again says two things to me; first of- it works, second- most people are not doing it. This is a message of warning and guidance. On a daily basis, people are talking to the press, and getting it wrong. Or at least not maximizing their coverage potential.

This message is clear and concise: Know your audience.

It really is that simple. Know what the publication writes about, who reads it, what geographical area they live in. People only want to read about things that are relevant to them- so make it relevant to them. You have to know what angles the publication takes, whether it wants a human-interest story or facts, figures and statistics. These really aren’t hard things to find out, and they really do make a difference.

Every journalist wants to have a story handed to them on a plate- you just have to make sure that the story you want put out fits their agenda. Create a win-win situation. If you’re launching a revolutionary new lighting system and you’re telling the journalist all of the technical details about the product, but he just keeps asking you off topic questions, ask yourself why. Don’t get frustrated. He might be trying to get you to relate it to how it will affect his readership- so tell him. Tell him how this lighting system will replicate natural sunlight and replenish Vitamin D, which in turns makes the user feel happier.

It’s more than likely that the journalist will try and steer the conversation towards the angle that he’s looking for, go with it. Adjust the message, whilst still getting your key points across. Make it relevant, simple and compelling and you’re message will get across. The benefit of trying to work with the journalist in this way is compound. You’re story is more likely to get published, by being co-operative you’re more likely to be called by the journalist on other issues, and the story written is more likely to contain the message you wish it communicate.