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BUILDING (NOT BURNING) BRIDGES WITH THE MEDIA
Establishing strong links with the media is an essential part of
achieving effective media coverage. Such links will not mean that a
journalist will become your ally or agree with your point of view. A
journalist’s job is to report the news and inform the public. But
building bridges should ensure that IOM’s messages are effectively
communicated (From: “Building Bridges with the Media: A Tool Kit for
Media Focal Points”).
Time spent cultivating media representatives is usually beneficial in
the long term. It establishes IOM as a credible source of information,
insight, and analysis. Journalists maintain their own contact lists: you
should ensure that IOM is included on such lists.
Do not wait until a crisis occurs before engaging with the media: such
an approach is usually self-defeating. Media relations should be
constantly developed and strengthened.
Links can be forged with the media through various techniques,
including the provision of regular information, background briefings,
story ideas and photo opportunities, or the facilitation of field visits.
It can be helpful to consider relations with editors and publishers as
well as working journalists. You might consider activities such as
regular meetings with editors and publishers as part of your outreach.
IOM defines local or national media as media based in your country of
operations whose main audience is also local. International or regional
media consist of outlets that publish or broadcast to an international
audience.
It should be noted that reduced budgets for news, and the demise of
various wire services, have resulted in fewer international journalists
being based in the country that they are covering. Additionally, news
outlets that continue to use foreign correspondents are employing
fewer of them. This means that many journalists may be based in
various regional media hubs and will visit your country or area of
operations only sporadically or during a crisis. Some may be based
outside the region they are covering.
Others will have responsibility for an extremely large region.
For example, National Public Radio has one correspondent based
in Johannesburg with responsibility for covering all of Africa. When a
story develops, the relevant correspondent may be covering another
story in another part of the continent or could be on leave. When this
happens, news organizations often rely on stringers – correspondents
not on their regularly paid staff - or freelance journalists.
A good time to establish contact is when a journalist begins a new
assignment that brings him or her into your country or region. Make
contact early on. Introduce yourself by letter, email or telephone.
Consider inviting the journalist to your office so that you can become
acquainted with each other, or offer a background briefing. Discuss local
and regional developments, and their own interests and
concerns. It is often helpful to consider stories to offer
journalists: it will make their visit more productive and establish IOM as a
good source of material.
Beforehand, try to familiarize yourself with their work. If necessary, ask
them to send you some examples of their work.
Time spent cultivating journalists will bring rewards
It is also worth providing positive feedback when a journalist writes or
delivers an insightful or interesting report. Journalists, like anybody else,
appreciate acknowledgement of their work. The objective is not to
provide needless flattery, but to let the journalist know that IOM is aware
of, and respects, their work.
In addition to mainstream media, consider alternative outlets for getting
your message across. International non-governmental organisations
operating locally, particularly large ones, often have newsletters,
magazines, websites, and other channels of communication that reach
audiences interested in IOM issues. Consider providing these agencies
with stories, visual images, background information or other information
UNDERSTANDING THE NEEDS OF
DIFFERENT MEDIA
Different media often require slightly different approaches.
The international or transnational media are today’s media giants. Outlets
include CNN, BBC World Service, Le Monde, and New York Times. Their
audiences are worldwide and their coverage frequently crisis-driven.
Regional media may also be international and have a worldwide
audience, but can offer excellent opportunities for coverage because
they are more focused on regional developments. Examples include
Al-Jazeera in the Middle East, Star Network in Asia, All Africa.com,
Focus on Africa or EuroNews.
Regional and international broadcasters frequently deliver regional
coverage in different languages. (For example the BBC World Service
broadcasts regional and international news in 43 languages)
Local or national media in your country of operation may be pluralistic
and competitive or may be state- owned or operated. They may be
established, or in transition. Often, they are more likely to provide an
opportunity for you to provide stories or write articles on a regular
basis than a regionally-based journalist for an international outlet.
• There may be a local press association that maintains lists of working
journalists.
• UN agencies may have press lists or media contacts that they could
share.
• Attending other agencies’ press events can help you gain
understanding and confidence as well as serve as a way to meet
journalists.
• In some countries on-line media contact databases are available for
a fee. These are up-dated automatically by the agency providing the
service.
Local media will naturally be interested in a local angle such as how
people are being helped or affected, and your message will face less
competition for space than it would with the international media.
But local media may also represent narrow interests groups such as
political parties. So while you may have better access, you may also
risk being perceived as an “ally” of a certain group or party.
A full 30-minute television news programme
conveys roughly the same amount of information as
one page of standard newsprint
Television is extremely influential but cannot convey the depth of
information contained in the print media. A full 30-minute television
news programme conveys roughly the same amount of information
as one page of standard newsprint. However, the demands on 24hour worldwide news channels to obtain material could provide you
with greater opportunities to place a story or idea.
The development of the Internet has created on-line editions of
newspapers and even dedicated media which should also be
considered. Today, local can sometimes become global and global,
local. Many international media in particular operate on a 24-hour
“news cycle.” Journalists from news agencies or wire services are often
on a virtually constant deadline.
IDENTIFYING RELEVANT MEDIA
AND CREATING A PRESS CONTACT LIST
An up-to-date and well-maintained press list is an important tool
in your media toolbox. It can help you to target key media and save
valuable time when organizing press conferences, reacting to crises or
mailing material such as news releases, and press briefing notes.
When approaching a media outlet, accurate targeting of material is
essential. Your news release will probably be lost if directed to the
sports editor, for example.
An up to date and well maintained press list is an
important tool
In order to retrieve information easily, it is best to develop a database
for storing contact information for journalists including names, cell and
office telephones, email and mailing addresses, and the media outlet(s)
they work for. As a minimum, maintain a working list with this data.
It may be difficult to devote a great deal of time to this, but the
following suggestions may help:
• The Ministry responsible for handling press probably maintains lists
of foreign journalists accredited in the country.
FIVE FACTORS FOR EFFECTIVE MEDIA
RELATIONS
For effective media relations you need to be:
Fast
• Know journalists’ deadlines and meet them.
• Always return calls promptly.
• Make yourself available.
Friendly
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Say thanks.
Avoid criticism.
Know journalists’ names.
Make the journalist’s job easier.
Be easy to contact.
Help them cover the story.
Set up interviews.
Regard every media approach as an opportunity rather than an
obstacle.
Fair
• Treat media in a balanced way.
• Offer everyone the story and work with those that show an interest.
• Recognize the differences between various media outlets, for
example between daily newspapers and specialized press.
Frank
• Be honest and truthful – but stay on message.
• Be open to journalists’ concerns.
• If you do not know the answer to a question, say so. Do not speculate.
Offer to find out and get back to them.
• Never say “no comment.”
• Never go off the record.
Factual
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Use facts and statistics when possible, but do not overwhelm.
Detail about individuals makes a story more interesting.
Knowledgeable spokespersons are quoted more often.
Provide fact-sheets to help journalists cover a story.
Material offered proactively should be fact-based but newsworthy.
Proactive and reactive quotes should be strong and interesting and
when possible contain your key messages