Eight tips on how to engage with the media.
There’s been an uptick of community conservation stories in the media recently. In fact, we’ve started compiling stories where our partners are featured and the list is growing. This new attention also brings questions around media engagement, and so we wanted to share some tips about how organizations can navigate this sometimes tricky space.
1. Know your message. Say it. Say it again.
Before you develop a press release or get on a call with a journalist, make sure you are crystal clear about what message you want to share. Journalists often have their own interests and stories they want to tell, so you need to continue to repeat your main message in order for it to be heard. Don’t be afraid to say flat out: “this is my main message here."
A key message for Maliasili when we engage with media: Great local organizations that support communities on the ground are the key to conservation success.
2. Create talking points.
Whether it’s exciting or sensitive news, it’s important that you and your team are clear and consistent in how you talk about it. A set of talking points - clear, jargon-free, and easy-to-remember ideas and statements - can help ensure that you and your team are consistent and unified in the information you share. They can be used to help shape a press release as well as to prepare individuals who will speak about certain topics externally.
3. Stories sell.
Once you’ve identified your main message and your talking points, find stories that you can share that will give life and meaning to those points. Stories are memorable, they put a human face on your organization’s work and help build brand awareness. Here’s a tool to help you identify your key messages and tell stories.
4. Have a point person.
You want to be sure that the media is speaking to the right people in your organization. Make sure you have a clear point person internally so that any media inquiries go to them first.
5. Be mindful of your online presence.
Oftentimes journalists will try to learn more about an individual or an organization online first. Thus take the time to look at your organization’s online presence and make sure it is an accurate reflection of who you are and what you do. Is your website text outdated? Is the ‘contact us’ link working?
We’ve recently added a media centre page to our website to help us engage with journalists.
6. If you don’t have an answer, that’s okay.
Whether in email or during an interview, if you are asked a question you don’t know the answer to just say that! You don’t have to have answers to everything and it’s okay to say you’ll get back to someone about something - better to do that than to say something inaccurate.
7. Ask to see a story before it’s published.
It’s not required but sometimes journalists will be willing to share their stories with you before they go public. Ask to see their story first or at least any quotes they might use from your discussion.
8. You’re not alone - share the love.
Your messages and stories will be much more powerful when shared by others in your field. Give journalists recommendations of other organizations or individuals they might benefit from speaking to and give those peers a heads up when you do.
Read the full newsletter here: Maliasili Reader Issue 5
For more content like this - sign up to the ‘Maliasili Reader,’ a bi-weekly round-up of our favorite links, tips, and ideas to help conservation organizations thrive.