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Working with the media   in Palestine
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Working with the media in Palestine



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  • Communication is important not only because all projects need to inform people about EU funds and how they are spent. It is also important that you raise awareness by explaining what you do and how this project helps citizens and regions. Disseminating your project outputs also helps you to guarantee the durability of the project‟s results. Inspire others by presenting results you have achieved by interregional cooperation!


  • 1. How to work with the Media
  • 2. Today’s Media• 24/7• Highly competitive• Television news dominates• Newspapers still viable but readership is shrinking• Online sources rapidly growing
  • 3. Today’s Journalist• Has a job to perform• Is driven by deadlines• Will not fully understand your project• Seeks new and interesting stories and is focused on his/her story. If you aren’t focused, they will be in control• Does not like to give interview questions in advance
  • 4. What’s in it for Me? • Informing key audiences • Influencing key audiences • Strengthening links • Promoting dialogue • The media are the means, not the end • Media are just one part of a larger communications strategy4
  • 5. How Journalists Work5
  • 6. Effective Media Relations • To interact effectively with reporters, you must understand the news business, how it works, reporters’ daily routines, what they need to write a story and when their deadlines occur. • Know how they prefer to receive information - by phone, fax, email, SMS or tweet. • Journalists have busy schedules and are often juggling numerous stories at once and working across media platforms — writing, shooting video, doing audio transmissions, blogging and tweeting.6
  • 7. Get to Know Your Media Contacts • Arrange a coffee meeting with some key media contacts, as strong media relationships will assist you in your communication efforts. • Make an effort to get to know key media contacts early on i.e. before you have news/a story you want to tell; learn about their particular news interests, their deadlines and how they like to be reached.7
  • 8. Develop a Media Contact Database • Develop and maintain a media contact database which lists the names of reporters, bloggers and social media reporters, their affiliations, their beats or special interests, addresses at work, mobile phone numbers, fax numbers, e-mail addresses and Facebook and Twitter addresses • Maintain separate lists of reporters by beat or interest and by geographic region, and make sure the lists are kept up to date • Know how each contact wants to receive news — by email, tweet, SMS, fax or hard copy • Know each reporter’s deadline and don’t call during those times • Find out the name, title and contact information of the person in each media outlet who decides what news will be covered and at what time of the day, week or month story decisions are made. Learn how far in advance of an event a media outlet wants to be notified.8
  • 9. Make Your Story Media Friendly9
  • 10. What Makes News • Impact on people/human interest stories • Superlatives – biggest, smallest, oldest, first • Link to other newsworthy events or issues • Celebrity connection/endorsement10
  • 11. A story has to be newsworthy for it to be a story
  • 12. Types of Stories • News • Features • Opinion • Interviews • Letters to the Editor12
  • 13. Pitching Your Story to Media • Compile a list of target reporters • See the story from a reporter’s perspective – is it interesting? • Be clear and concise • Be timely • Boil down to the basics • Focus on the human angle • Link to current events • Showcase key individuals, develop a narrative and visuals to support your story13
  • 14. Top Tips • Put your stories/news in a format that journalists can use i.e. press release, feature stories, photography • Remember the 5 W’s when developing your story for the media: – Who – What – Where – When – Why • Don’t bury your news/story – if you are sending a report, provide a summary to draw out the most important points14
  • 15. The Press Release • The press release is the most commonly used communication tool. • BUT REMEMBER journalists receive dozens of these a day so yours must be interesting in order to grab their attention! 15
  • 16. The Press Release cont. • If your story captures journalists’ imagination and the information is accurate, timely, factual it is likely to be covered • The most important parts of a press release are the headline (title) and the introduction • Equally important is timing16
  • 17. The Press Release Headline The headline should make journalists want to find out more Headlines can… Headlines must not be…  Tell a story × Long  Refer to the facts × Full of jargon  Announce in figures × General × Announce a meeting,  Be lively event, etc.17
  • 18. The Press Release Introduction An introduction should answer the «five Ws» + «H» (How)✓ Who is involved in your project, other partners✓ What happened your story✓ Where the place✓ When the time✓ Why the reason it took place✓ How does this affect audiences/groups18
  • 19. The Press Release cont.Before writing a press release know what you want to say.Also consider…• Reliability/credibility – a few “mistakes”, people will stop trusting you• Consistency – be consistent in: visual identity: logos and colours (graphics), project name, key messages, style of text• Quotes (statements) - make a text more lively, real, interesting, human• Language – write in a clear and precise way: don’t try to impress with difficult words, don’t try to cover up something you don’t know, don’t use five words when you can use three!• Photos – it is best to accompany press releases with a good quality, publishable photo to which you will add a caption19
  • 20. The Press Release cont. • Have a couple of paragraphs at the end as background information about involvement in the sector or the country • At the end or as an accompanying document give the facts and figures that are too technical • Add useful links, and link to your website • Give a contact name and phone number at the end • Consider attaching a biography or backgrounder to your press release for more detailed information20
  • 21. • 21 21
  • 22. The News Conference or Public Event • Hold event early in the day • Promote widely and follow up • Take special care with logistics – it’s all in the detail! • Prepare speakers and practice • Consider visual events such as a field visit22
  • 23. The Exclusive • Journalists are competitive • Exclusive stories help their careers • Respect an offer of exclusivity • Feel free to recycle the story to other reporters later23
  • 24. How to Handle Media Requests • Always be prompt • Keep reporter in the loop • Be prepared with facts and figures • Be both professional and personable24
  • 25. Be Ready to Respond • Monitor the media • Monitor events • Consider a letter to editor or op-ed25
  • 26. Evaluation of Media Results • Keep a record of the media articles achieved i.e. source, date, reporter, key messages covered, spokesperson quote/image included • Analyze quality of articles as well as quantity • Cross check against communication objectives…are we achieving what we set out at the beginning?26
  • 27. Maintaining Control The Importance of Media Training for Media Interviews27
  • 28.  Every interview can give you the opportunity to effectively communicate your key messages  It can help you target your message to the people you want to hear it  Important news about your project and its work should come from you!28
  • 29. Understanding the Different Mediums • Longer, more detailed interviews • Possibly more knowledgeable reporter • Questions repeated in different ways to get response • Chance to correct misstatement PRINT MEDIA • Deadlines will vary according to medium i.e. TV short lead times for daily newspapers vs longer lead times for monthly magazines29
  • 30. Understanding the Different Mediums • Short, simple answers crucial • Don’t talk to the camera • Avoid patterned fabrics and lean towards dark and neutral colours TV • Emphasis on appearance crucial • Very important to be yourself TV30
  • 31. Understanding the Different Mediums • Emphasis on delivery • Need to speak visually • Try not to leave any “dead” air time. If you have difficulty answering a question, ask the RADIO host to repeat it. This will give you time to think. TV • Usually have tight deadlines31
  • 32. Social Media as a Communications Channel Represents a fundamental shift in the way we communicate It is people having conversations online. Has resulted in communication being INSTANTANEOUS, MORE SIMPLE AND TRANSPARENT REACHING FAR MORE AUDIENCES THAN EVER BEFORE32
  • 33. Interview Tips and Techniques33
  • 34. Getting Your Message Across• Keep it simple, clear and concise. This means no jargon but audience friendly words.• Stick to three short and simple key messages• Words are the tools we use to shape perception. Choose the right tools for the job.• You want the audience to understand everything we say because you don’t have much time to say it.34
  • 35. The Message Test - The “Three C’s’’ Clear Concise Compelling35
  • 36. Support Your Messages With… 1.Facts 2.Statistics 3.Examples 4.Experts36
  • 37. Developing Your Message Points • Your message points must be relevant to your target audience • Consist of primary messages and proof points • Be frequent and consistent • Become familiar and comfortable but not memorized! • No more than 20 second in length • Stick to YOUR message- don’t offer the other side a platform by bringing up their position37
  • 38. Blocking and Bridging • Is a technique to help an interviewee stay on message • “Block’’ by acknowledging and briefly answering the question – then “bridge’’ to the key message you want to deliver • Don’t ignore or evade the question • Address the topic of the question • If asked about a problem, talk about a solution38
  • 39. Blocking and Bridging Examples “I don’t know about that but what I do know is…”39
  • 40. Ten Top Tips! 1. Keep cool, calm and collected 2. Show passion for your project, your messages and the work you are doing 3. Avoid using jargon 4. Never say “no comment” 5. Illustrate points with anecdotes and examples 6. Prepare your key messages 7. Practice delivering them 8. Always try to cooperate with the journalist 9. Avoid the phrase “I think’’ 10. If you don’t know the answer, say so but tell the journalist you will get the information and call them back40
  • 41. It’s all in the Preparation When preparing for an interview do the following:  Understand the media outlet, its audience and past coverage on the topic or a similar story  Have an agenda for the interview – what would you like to cover in the interview  Plan to deliver compelling messages  Practice, practice, practice!41
  • 42. Media Landscapes In Palestine42
  • 43. Media types Print Broadcasting : radio televisionOnline: news websites Social media
  • 44. Print media: or written press• Alquds daily • But now it is retreating, as a source of• Alayam daily information, between 7 to 9• Alhayat aljadida percent of the population read the news papers,• Filistin (gaza) • Alquds is number one with a• Other smaller weeklies circulation of 30 thousand issued by NGO’s, media copies, schools etc. • Alayam , 12 thousands• It used to be the main • Alhayat with 6 thousands type of media
  • 45. Broadcasting –radio. More than 60 Local FM radio stations in the West Bank and Gaza.. Voice of Palestine ( the official radio ) week ?There is two major radio networks which cover the wholePalestinian territories and partially Jordan and Israel :1- Ajyal network – ( three radio stations – Ajyal ,Angham , Tarab).2- RAYA fm networkThere is other major stations in each governerate who cooperatingwith other stations in other cities under different names andsometime in certain programs :1- Maan radio network2-pnn radio network
  • 46. RADIO• RADIO IS THE MAIN SOURCE OF INFORMATION IN PALESTINE IN GENERAL• It is the second media type after internet as a source of information for youth ,
  • 47. Broadcasting –Television•Most of TVs in Palestine are Terrestrial Stations•Palestine TV is the official TV•Mix tv –maannews network• There are around private thirty stations broadcast each in itsgovernorate,*. many is in the edge of closing for economic reasons, * . very few are stable or achieve slight success, depending ontheir service to the community like: Wattan TV – RAMALLAHNablus TV –NABLUSAlfajr TV -TULKARIMFarah TV – JENINThe educational TV – Alquds university – which a satellite timeslot shared with other Arab TV .
  • 48. Palestinian Satellite channels :• Official TV ( Palestine tv) – Ramallah based , .• Alaqsa ( official Hamas satellite channel and terrestrial in Gaza )Major Palestinian satellite stations based in Lebanon and Jordan :. Alquds TV – Pro Hamas channel- Lebanon. Falestin Alyawm (Palestine today) pro aljihad – Lebanon. Awda tv – Pro Fateh - Jordan .Many other –with low profile channels just started , with unclearprogramming policy and sustainability measures .
  • 49. TV competitorsTV as a media type is facing a challenge of competitionwith regional channels. MainlyFor news sources :AljazeeraAlarabyyahBBC ArabicFor EntertainmentMbc , Abu Dhabi TV.But those who deal with daily life issues that affect thecitizens can survive. Audience of the television vary from area to another
  • 50. OnlineHundreds of news websites were launched but there are several who attract usersand they are news oriented sites ,The Palestine News Agency (WAFA) is the official government news agency. Itdelivers news in Arabic, Hebrew, English and French.(WAFA) is A major source of information for 100reds of other websites and socialmedia in regards of local news .MaanNEWS networkAlquds.com ,Sama news and kufiya press.But each outlet has a website as well, where some post news, audio andvideo reports , stories such asThe Palestine News Network (PNN),Ajyalnetwork , Raya press , Wattan news .
  • 51. SOCIAL MEDIA /MOBILE • MOBILE and fixed• Internet connectivity – at least lines 58% of the Palestinian have internet • Jawwal have 1.8 million• Social networks – facebook subscribers mainly /youtube /others • Wattanya reached 500000• As mentioned in the social in a year media presentation, 910,000 • Many Palestinians still users on the facebook in connected to Israeli Palestine which means 23 companies percent of the population or 36% of those adults. • More than million fixed• These facts through light on the lines in Palestine importance of the social media