Media Training: Practical Tips

27 Sep 2007

This week I addressed a seminar at the British Education Suppliers Association. We had a very interesting discussion about how the education media works and the difficulty of getting coverage for innovative ideas, designs and products in education.

At the same time, I have just completed a series on schools that have been caught in the eye of a media storm. It will be broadcast in 3 parts on Teachers TV (see 'articles' for more details). Here too I found confusion and nervousness about dealing with the media.

So I thought I might use this blog to offer a few tips on how to deal with the education media. I don't want to overload this posting, so will make this just the first of several instalments.

But to start off, here are a few tips on how to write and send a news release to the education media. In future postings I will give tips on how to do print and broadcast interviews and how to understand what does/ does not interest the media.

If you are interested in more details on media training please contact me: info@mikebakereducation.co.uk.

How to Write and Send News Releases

Email is now the most common way for journalists to receive news releases. Only use the post for large documents.
Use email ‘subject’ box for a relevant headline (not just ‘press release’).
Paste news release into body of email (attachments only for extra detail).
Issue at least a week in advance and repeat day or two before.
Put a release date and time on it. This is vital. Think hard about release timing: Is it Budget day? Are your interviewees available? Is it the school/university holidays (if filming/photo call is relevant)?
Include contact numbers, preferably more than one, and out-of-hours numbers.
Tip off by phone, but only with big stories or exclusive access.
Consider where you could stage a news conference or photo opportunity. The involvement of a school or children is a big bonus.
Is it worth an ‘exclusive’ preview in selected outlet – or will that deter others?
The headline must carry the news point i.e. what is ‘new’ about the research/conference/book/product/event and explain why it is important. Leave witty but elliptical headlines for the journalists to come up with.
Avoid professional jargon.
Opening paragraph must grab attention: they may read no further.
Make sure you answer the: who, what, where, when, & why questions.
Think who your story is aimed at: young people, parents, teachers, taxpayers? Why is it relevant to them?
Suggest named people for interviews and their availability.
Attach full research paper/book/conference agenda separately or explain how it can be obtained.
Offer case studies if relevant e.g. particular schools involved in the research, places journalists can visit. Don’t email pictures unless they are exceptional (no portraits of ‘men in suits’).
Give quotations from those involved.
Give any essential background (e.g. if it ties into an ongoing national debate) in ‘Notes for Editors’ at the end of the release.
2 - 3 pages of A4 is long enough. Extra detail can be sent as separate item.