Information and Guidance on dealing with Local Media

Local Contacts

BBC Radio Shetland, 01595 694747
SIBC, 01595 695299

LMPA, 01595 690072

Ask about their deadlines – when they go to press, when is the best time to talk.
Ask how they would like to receive information (fax, e-mail, phone)
If you are contacting a newspaper also speak to the picture editor and ask him/her what they are looking for, both in terms of form and content.
Make sure you get their direct phone number, mobile, fax, email address etc.
Keep a note of the journalists’ responses. Then, each time you phone, make a note of when it was and what was discussed.
When you call again, remind the journalist what you discussed before e.g. “you might remember we spoke about the opening of our new headquarters a couple of months ago”. This helps build relationships.
Monthly/quarterly media briefings are useful to keep in touch with what’s going on and, more importantly, tell them what you are trying to do.
Invite them to events (not necessarily for coverage). Once they meet you face to face they are more likely to remember you and less likely to say no when you phone. Invite the local editor onto your board or committee, ask for advice, ask them to present awards, or to sponsor an event – involve them.

When preparing to write press releases it is first important to assess whether the item is news worthy and current.

Identify at the top of the page, that it is a press release.
Provide a name(s) and contact number(s) of people who will be available to answer calls from the press.
Be clear, concise and succinct, the release must be no longer than a page of A4.
Avoid jargon.
Focus the message you want to get across and target it at the people who will be hearing or reading it.
Ensure there is a good headline, telling the ‘story’ in a few concise words which will tempt the person who’s reading it to find out more.
Ensure your message is portraying your organisation and/or your service area in a good light.
Consider using quotes, as long as they are from someone who has a direct involvement in the news being delivered.
If the release is to be sent by email, ensure the headline is clear in the subject box.
Keep an exact note of what you said in case of being misquoted.