MED Communication Handbook - Programme Med

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Focus on the audience � The key to writing a good press release, for example, is to identify and focus on an aspect of what you have to say that will engage your target audience. This is what journalists do when they choose a “news angle”: they are looking for a way of explaining a news event that makes it relevant and interesting to their target audience. To make yourself newsworthy, you should do the same. Look for an angle that will connect your agenda to something that your audience cares about! The first thing that goes through a journalist’s mind when he or she reads your news release is always: “So what? Why should my readers care?” Think hard about what journalists and their audiences would be interested to read. Why should they care? Take the information you have, and tell it in a way that makes them care. News values Perhaps your project needs to promote something that is newsworthy but dull, or you want to promote something that simply is not newsworthy. The trick is to make your audience care. The first thing that goes through a journalist’s mind when he or she reads your news release is always: “So what? Why should my readers care?” � In general, news is about people rather than things, and concrete events rather than abstract ideas. Beyond that, there are essentially two kinds of news: � Hard news is information that people need to make decisions. People need to make decisions when something has changed. Almost all news is about what is new, what has changed: so concentrate on novelty and change. Tell me what is new that will change my life and inform the decisions I need to make. � Soft news is entertainment. People like news that touches them emotionally, amuses them or stimulates their mind. Soft news is just as important as hard news and to manage it we must think in terms of human interest. Make me feel something about this story and I will remember your project. � Factsheet 10: Media Communications 4 �
Hard news Soft news � Novelty � Human interest � Change � People � Controversy � Humour � Conflict � Emotion � Surprise � Fun � Secret � Compassion � Money � Children � Problems � Celebrities � Solutions � Animals � Practicalities � Romance � Current affairs � Mystery � Business � Family � Workplace � Sports and leisure Creative news Below are some ideas to get you and your team thinking of new creative ideas. Hold a brainstorming session. These are great ways of generating a large number of ideas from a group of people in a short space of time. Speak to a journalist. Ask a friendly journalist what they would consider newsworthy about your activities. You’ll probably have to spend some time explaining what you do, but they may come up with something you hadn’t even thought was worth a news release. They might also be able to help with news angles for the story. Use the PR story check list. This document contains 50 news angles that you can further develop into news stories for your project. Use it as an aid to brainstorm for PR activities. Link your activities or project to other news stories. Use other news stories as a way of generating news for your project. For example, the August vacation period means that journalists are looking for news about tourism and holidays – has your project increased the appeal of your region to tourists? Look for other potential news stories that you can use to interest the media in your activities, for example: � Significant dates – public holidays, anniversaries, religious holidays � Sporting events � World events – World Habitat Day, Children’s Rights Day, etc. � Factsheet 10: Media Communications 5 �
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Communication Handbook - Factsheet
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For instance, it is not sufficient
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Messages State your key messages. T
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Communication Handbook - Factsheet
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happens when you deliberately set o
Page 13 and 14: for the individual stakeholders on
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Page 17 and 18: ideas at the same time, your audien
Page 19 and 20: � Free from jargon � Strong, ac
Page 21 and 22: IN SHORT Don’t rush the process.
Page 23 and 24: Why to evaluate communication activ
Page 25 and 26: If you have a small budget it is fi
Page 29 and 30: Things to consider when designing a
Page 33 and 34: Hosting Your website can often be h
Page 35 and 36: IN SHORT When designing or commissi
Page 37 and 38: Leaflets and brochures General leaf
Page 41 and 42: Do they fit with your branding and
Page 43 and 44: IN SHORT Only spend money on promot
Page 45 and 46: There are many opportunities to hol
Page 47 and 48: Programme The format of your event
Page 49 and 50: knife and fork. For the benefit of
Page 51 and 52: Invitations Develop the invitation
Page 53 and 54: Try to get all your printing done a
Page 55 and 56: A press conference should only be h
Page 57 and 58: Event Checklist Planning � Clarif
Page 59 and 60: Presentations � Projectors , lap-
Page 63: When projects find it hard to gener
Page 67 and 68: News devices The opportunities for
Page 69 and 70: Where just two countries are involv
Page 71 and 72: Larger scale pan-European PR campai
Page 73 and 74: Pan-European PR programme template
Page 75 and 76: IN SHORT The media cares about resu
Page 77 and 78: This factsheet runs through the fun
Page 79 and 80: � When it happened � Why it hap
Page 81 and 82: Language and content Keep it simple
Page 83 and 84: Always ask whether what you are des
Page 85 and 86: paragraph, if not the second. Delay
Page 89 and 90: Planning and preparation Preparatio
Page 91 and 92: handout; use your spoken presentati
Page 93 and 94: Link your presentation points with
Page 95 and 96: � Characters � Anecdotes and st
Page 97 and 98: � Trustworthiness � Composure
Page 99 and 100: . Hands c. Visual aid d. Charts e.
Page 101 and 102: Posture Stand or sit with a relaxed
Page 103 and 104: etween slides. Use simple typefaces
Page 105 and 106: Resist the temptation to use alcoho
Page 107 and 108: The stakes are high when you talk t
Page 109 and 110: proof - particularly when defending
Page 111 and 112: DO Push your messages. Your message
Page 113 and 114: DON’T Don’t digress. Politician
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interviewed is to talk more than th
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Victory is no longer measured in te
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and can make eyes and teeth look ye
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MED Communication Handbook - Programme Med

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