This document provides tips for effectively engaging with the media. It begins by noting challenges facing journalism like declining readership and advertising revenue. It then lists "do's" such as engaging proactively with journalists on their terms, doing research, and telling your own story across multiple platforms. The document also lists "don'ts" like using jargon, waiting for questions, lying, and ignoring or threatening journalists. The overall message is that organizations must adapt to changing media landscapes by being innovative, confident, and learning what communication strategies are most effective.

1. TALKING TO THE MEDIA
DO’S AND DON’T’S
OR
one media practitioner’s insights into dealing with people who want to be on the telly or
in the papers

2. CONTEXT• The volatility of digital media technology is undermining confidence.
• Serious journalism & investigative journalism is suffering: bite sized news.
• Revolution in the consumption of news: smartphones & social media.
• But: content is vital, and necessary.
• Demand for news and good content is high. Just nobody wants to pay for it.

3. ECONOMICS OF
NEWS• Readership losses:
• Sindo - down 20%
• Indo - down 26%
• Irish Times - down 30%.
• Combination of recession - free content - Google news.
• Fall in newspaper advertising - the perfect storm.

4. TALKING TO THE MEDIA - 5
do’s
• 1: Do engage with the media.
• Use your content to tell your story on your own channels.
• Follow journalists in social media. Get to know style.
• Can’t be ignored; in a crisis they’ll fill space -
• even if you don’t issue a statement or offer an interview.

5. TALKING TO THE MEDIA - 5
do’s
• 2: Do your homework.
• Prepare for your encounters with journalists.
• Know who’s the expert in your area, and concentrate on them.
• Have your soundbites ready for the broadcasters.
• Get your facts, phrases and statistics ready in digestible format.
• Remember your audience when doing interviews: general or specialist?

6. TALKING TO THE MEDIA - 5
do’s
• 3. Think multimedia.
• Every reporter now has to think in words, sound and pictures. So should you.
• Photo for Twitter - where journalists hang out.
• Short video on smartphone - one minute video statement on your website.
• Press release still the backbone of your message, but must be on several platforms.
• Soundcloud - a short audio clip can be recorded on your phone.

7. TALKING TO THE MEDIA - 5
do’s• 4: Do respect journalists.
• Most working under “digital first” policies now: get the story online fast with fewer resources.
• Live blogs and regular Tweets a part of their job as well.
• Under pressure to deliver exclusives, headlines & fresh copy all the time.
• Respect their deadlines - especially the broadcasters.

8. TALKING TO THE MEDIA - 5
do’s
• 5: Do tell your own story.
• Being ignored? Write and publish your blog, on your own website & social media channels.
• Distribute to online newspapers e.g. The Journal.
• Be your own publisher and broadcaster; YouTube is world’s biggest TV channel.
• Have relevant content ready and available on your website when journalists come calling.

9. TALKING TO THE MEDIA: 5
DON’T’s
• 1. Don’t assume journalists know your subject.
• Most journalists are generalists; Google search & press release.
• So have your story ready, in digestible form; not too detailed.
• UHI - who knows what this means?

10. TALKING TO THE MEDIA - 5
DON’T’s
• 2: Don’t use jargon.
• Easy to slip into language of your profession: banking, education, health.
• Alienates general readers & viewers.
• 3 facts ready: 3 messages; statistics in understandable form: “five times the size of
Stephen’s Green”.

11. TALKING TO THE MEDIA - 5
DON’Ts
• 3: Don’t wait for the question.
• “Oh, he never asked me that question…” - be ready to bring in your point even if not
asked, but deftly. Use the opportunity of the encounter.
• Nerves? Have your 3 points on a small card in bullet points as aide memoire.
Practice.

12. TALKING TO THE MEDIA - 5
DON’Ts
• 4: Don’t lie or mislead.
• You’ll be found out. Especially early in the morning after the night before, and especially on radio.
• Sometimes it’s better to say “no” if you are really unprepared or flustered - don’t wing it.

13. TALKING TO THE MEDIA - 5
DON’Ts
• 5: Don’t threaten and don’t ignore.
• Injunctions don’t work any more - Twitter & web ungovernable.
• Owning your own media outlets helps!

14. AND FINALLY….
Be innovative. Be confident. Learn what works.