Module 9.8 – How Will You Deliver the
Message?
In this section we will focus on how to get the message out once you have created
it. There are many ways to reach the general news media and, through them, the public.
They range from news releases and news conferences to full-scale media campaigns that can
include advertising, marketing, direct mail, public relations, speaking tours, videos,
DVDs, and CD-ROMs.
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1. Who Are You Trying To Reach?
Before you can even think about getting your message out, you have to know to whom you want to send that message. Your audience will help you shape your message. You write for the media in a different tone than you do for employees; employees different from their families; organization executives different from neighbors; beneficiaries different from competitors, or people attacking your organization. They all have different needs and expectations.
Even when you carry the same basic message—such as the organization’s commitment to community involvement, or dedication to excellence—different people and different groups have different interests.
When you talk to the community you are trying to show them that you are a good organizational citizen and neighbor. When you talk to beneficiaries or potential beneficiaries, you are trying to convince them to buy or continue to buy your service or product. When you talk about it to your shareholders, you are focusing on profitability, earning potential, organizational productivity and performance. To your vendors you are talking about what you need from them to make it happen. When you talk to a government or regulatory agency, you are asking what you need to do to conform to their rules and standards.
A careful analysis of your audience will help you determine what they need and want to know, and how to tell them. This analysis will also help you figure out how you are going to get the message to them. This does not mean that you tell your audience what they want to hear, but rather that you frame your message in such a way that they will best understand and accept it. If you want to talk to others in your sector of activity, for example, you would consider the trade media, trade shows, and conventions. If, however, you want to reach the general public you’d probably want to deal with the general media.
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2. How Will You Deliver the Message?
Once you know exactly what it is you want to say and how you are going to say
it, the next step is to figure out exactly how you can make sure that your message reaches
the people you want to reach.
There are many ways to reach the general news media and, through them, the
public. They range from issuing a simple news release or having lunch with a reporter
all the way up to calling a news conference or launching a full-scale media campaign that
can include advertising, marketing, direct mail, public relations, speaking tours, videos,
DVDs, and CD-ROMs.
In some instances you can completely bypass the general news media by going
directly to your target audience whether it be beneficiaries, a government agency, vendors, or
anyone else. This is becoming even easier as Internet use increases.
How you get your message out will depend upon a number of factors:
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3. How
Will You Deliver the Message? (Continued)
If you are sending a message that is directly related to something that is
currently in the news—power shortages, environmental concerns, the economy, or
anything else—then you definitely have to deal with the general news media.
One thing you have to be aware of, however, is the “reach” of the story.
If it is a national or international story, you will be talking to the national and
international media and electronic media as well as the regional and local media. If it is
a regional or local story, you will be talking to the regional or local media.
If you are trying to send a message that would be of interest mainly to a
government agency, the competition, or any other specific constituency, then you might
want to consider the specialized media; those newspaper, magazines, or other publications
that deal with your sector of activity or sector of the economy.
In some cases you will want to ignore the media entirely and deal directly with the
general public or a specific constituency. You might also want to deal with the general
public or a specific constituency in addition to the media.
The main thing to remember is that you have a lot more ways to get a message out
than you might be aware of. These include print media releases, video media releases,
direct mail, marketing or advertising campaigns, speaker bureaus, talk shows, and, of
course, the Internet.
We will look at each of them in more detail later in this lesson.
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4. Gatekeepers
The problem with getting a message out through the media is that you have to
get it through the media to do it. You have to get both their attention and their
interest, and then convince them that what you have to say is newsworthy. These are not
always easy things to accomplish.
Reporters, editors, and producers all act as gatekeepers. They decide
which messages get through to their readers and viewers. Their focus is on newsworthiness.
They judge a news release, speech, or event by three standards. Is it:
1.
Relevant?
2.
Useful?
3.
Interesting?
While you may feel a story fits the three criteria, if one of the gatekeepers does not, the story will fail to go any further.
There are also a number of very important points to remember about the process of deciding what is newsworthy and what isn’t:
· The gatekeepers make that decision, not you, and they do so based on what they decide is newsworthy to their readers, listeners, and viewers.
· They do not work for you, and they are under no obligation to use what you send them. The fact that something is “newsworthy” within the organization, or was time consuming or expensive to produce, has little if any bearing on a decision.
· They look at outsiders who insist on telling them what is “really” relevant, useful and interesting to their readers, listeners or viewers in pretty much the same way you would look upon any outsider who insisted upon telling you how to do your job.
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5. Gatekeepers (Continued)
· They look upon outsiders trying to pressure or impress them by saying they are important, or big advertisers, or “friends” of their bosses in much the same way you would. In fact, if you try to pressure some reporters they will resent it, and throw out or ignore anything you send them in the future, either intentionally or unintentionally.
· Even if you are “friends” with the boss, and pull some strings to get something used, you probably aren’t “friends” with the person writing or reporting the story—a fact that could very likely come back to haunt you. Reporters do tend to have the last word, and they have it in front of thousands—sometimes millions—of readers, listeners, and viewers.
· Some days are busier than others. A news release that could have generated a Page One newspaper story on a slow news day won’t even get used on a heavy news day—and vice versa.
· Reporters, editors, and producers expect you to “slant” your information to stress what you think is important and downplay or ignore those things you don’t want to talk about. Do not expect them to do the same. Once they decide to do a story it is their story and they will not limit themselves to the information—or experts—you provide.
· If you lie to reporters, editors, or producers, they will remember it, and treat you accordingly in the future.
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6. News Releases
One of the paradoxes of journalism is the love-hate relationship between journalists and public relations (PR) people, and their attitudes toward news releases.
The simple fact is that journalists and PR people really do need one another.
Public relations people need a way to get their information—their news—out to the public. Journalists need stories and story ideas.
While PR people and journalists tend to mix together socially at press clubs, project/programme purpose and professional meetings and functions, news conferences, and over the traditional “project/programme purpose lunch,” their main point of contact is through news releases.
As anyone in PR knows, the basic news release is usually the most direct way into a reporter’s, editor’s, or news producer’s world.
Journalists deal in the written word. Even TV news starts out as a written script. That’s why broadcast journalists are also most comfortable dealing with written news releases. If you call a journalist about a story idea, you will likely be told to send in a news release.
Since they work within the standard news format—the classic 5 Ws of journalism—that’s
the way news releases should be written.
If you do not get an editor’s interest in the first paragraph or so of the
release, they will very likely just throw it out without even bothering to read the rest
of it. Most news organizations get hundreds of news releases every day. They
come in the mail, by courier, by fax, and as e-mail. No journalist ever has enough time to
read every word of every news release that crosses the desk.
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7. News Releases (Continued)
Because media gatekeepers have limited time, they apply the same
standards to news releases they read as they do to the stories they write.
They do look at news releases. However, if there is nothing that “grabs
them” immediately, they will throw it away.
Some journalists compare sifting through the daily pile of news releases to
the old fairy tale in which an enchanted frog turns into a prince after a princess kisses
him—except that most journalists feel that they deal with a lot more frogs than they
do princes.
A
well-written news release should be in the same format as a well-written
news story, following all the rules of journalism. In some cases, newspapers will
actually run news releases word-for-word. This is more likely in small newspapers
than in large papers.
In any case, this is why so many successful public relations people started out as
reporters. They have first-hand knowledge of what it’s like on the news side, and
they know how to meet those standards.
A key point to remember about news releases is that no matter what your
internal style is, if you want to get your releases read and used by the media, you have
to meet their style, their standards, and their deadlines.
News is something that is new and fresh. If the story is
old, it will not be used, even if it is interesting and well-written. Also, a well-written
news release about an interesting story is useless if it is late.
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There is a growing trend for video—and now digital—news
releases. You supply a TV station with footage of an event, your plant, a new
product, an interview with an executive, scientist, or researcher—something
newsworthy. Some organizations supply the footage on CD-ROMs or DVDs.
Video news releases must be accompanied by written news releases
detailing the content. The media will not just look at the video to see what is there.
If you cannot get them interested in your written news release, they will not even
bother looking at your footage. The fact that it was probably expensive and time-consuming
for you to produce is none of their concern.
If you do get them to look at your news footage, they will expect it to meet
professional standards in terms of picture and sound quality and clarity. They will also
expect a copy of the script. It should include everything that is said, and who says it,
as well as a list of the different “shots” or scenes, and how long each one is.
It is also helpful to offer them some way to quickly go to exactly what scenes or sound
bites they might want. Many organizations give them the “time code” that will let
them locate something on the tape, CD-ROM or DVD quickly.
If you supply an interview, do not bother showing your interviewer. Stations will
edit your interviewer out to make it look as if one of their reporters asked the
questions. Also, make sure there is a distinct break or pause between the questions your
interviewer asks and the responses. Television and radio outlets will not use an interview—no
matter how important the information—if it cannot be edited to suit their needs.
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9. Ignore
the Media, Go Straight to the People
As a rule, advertising and marketing campaigns are aimed directly at the general public. There will very likely also be a public relations component involved to generate news media interest, but the general thrust is to the public.
When you deal directly with the public, you have to deal with the same problems, issues and concerns that the media do: getting the public to read, listen to, or watch whatever it is you want them to read, listen to, or watch—speeches, position papers, product information, brochures, booklets, books, CD-ROMs, video, whatever.
We live in a media-intense, information rich world. We are constantly being bombarded with information. Just a hundred or so years ago, when the primary media were books, newspapers, and the occasional magazine, people were more likely to pay attention to whatever media they were presented with. Today, however, many of us are bombarded with information from the moment we wake up—often to a radio—until we finally go to sleep—sometimes while watching TV or reading.
Instead of trying to absorb all the information thrown at us, most of us work at filtering out and ignoring everything except that which is of direct interest—such as news, weather, and traffic reports, which service station has the lowest gasoline prices and where the traffic bottlenecks are—or is, at least, entertaining.
In this respect, then, you are competing with the professionally produced media; including the news media that you are ignoring, or trying to circumvent. Since you are competing with them, you have to be at least as good—if not better—at getting people’s attention and keeping it long enough for them to absorb your message.
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10. Put Your Message Online
Every single bit of information you produce—from news releases to
price lists, annual reports to speeches by your CEO, even your organization magazine—can
go on your Internet website.
Professional writers, editors, graphic artists, and designers can make your site look as good as any “professional” media site—such as the online versions of the world’s top newspapers and magazines.
The problem, however, is not getting the information on the Internet in an attractive and easy-to-follow format. Once again, you are competing with all the Internet sites in the world for reader time and attention—and quite often your potential audience doesn’t even know you exist. The biggest problem most organizations face is letting potential “surfers” know where they are online, and just what it is they have to offer.
More and more organizations are allocating a portion of their advertising and marketing budgets to letting their beneficiaries—current and potential—know that they are online and why people should visit them there. This can range from putting the organization Universal Resource Locator, URL, which serves as your address on the Internet, on everything from stationery, project/programme purpose cards, and packaging, to the sides of your delivery trucks. Some organizations also include their web address on all news releases and in all their advertisements and commercials.
Once again, the problem is not having a message to deliver—it is getting people to pay attention to it.
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1.
Before you can even think about getting your message out, you have to know
a. How
you are sending it out
b. To
whom you want to send it
c. What
publications you want to cover it
d. None
of the above
2.
A careful analysis of your audience will
a. Help
you determine what they need and want to know
b. Help
you determine how to tell them
c. Help
you figure out how you are going to get the message to them
d. All
of the above
3.
When deciding what is newsworthy, the media
a. Will
factor in how important the release is to you
b. Will
willingly listen to what outsiders tell them is newsworthy
c. Will
remember if you lied to them in the past
d. None
of the above
4.
If you try to pressure some reporters, they will
a. Appreciate
you telling them who you are connected to
b. Throw
out or ignore anything you send them in the future
c. Not
resent it, because it is part of doing project/programme purpose
d. None
of the above
5.
The main point of contact between PR people and journalists is
a. News
conferences
b. News
releases
c. project/programme purpose
and professional meetings
d. Over
the traditional project/programme purpose lunch
6.
If you do not get an editor’s interest in the first paragraph of the release,
they will
a. Find
time to read it later
b. Likely
throw it out without reading the rest
c. Hand
it off to an associate to read
d. None
of the above
7.
A well-written news release should be in the same format as
a. A
well written news story
b. A
college level essay
c. A
conversational story
d. None
of the above
8.
As a rule, advertising and marketing campaigns are aimed directly at
a. sector of activity
associates
b. The
media
c. The
general public
d. All
of the above
Matching the Columns
1. Talking to the community |
A. New and fresh: if it is old, it will not be used. |
2. Talking to beneficiaries |
B. You are talking about what you need from them to have
good productivity and performance. |
3. Talking to your shareholders |
C. You are trying to convince them to buy or continue to
buy your service or product. |
4. Talking to your vendors |
D. Relevance, usefulness, interest. |
5. Standards of newsworthiness |
E. You are focusing on profitability, earning potential,
and overall organizational productivity and performance. |
6. News |
F. You are trying to show them that you are a good
organizational citizen and neighbor. |
Answers:
1.) F
2.) C
3.) E
4.) B
5.) D
6.) A
Summary
There are a number of ways to get your message out to the various constituencies you are trying to reach. You might try going through the general news media, the trade media, or directly to the public by bypassing the media entirely. You could also post it on your organization website.
The method you choose is best determined by the content of the message you are
trying to send, to whom you are trying to send it, and when you want that message to be
received.
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Test
1. ______
Different people and different groups have the same interests.
2. ______
Your audience will help shape your message.
3. ______
If you are sending a message that is directly related to something that is
currently in the news, then you probably don’t have to deal with the
general news media.
4. ______
The media is obligated to use what you send them.
5. ______
Journalists and PR people don’t really need each other.
6. ______
The basic news release is usually the most direct way into a reporter’s,
editor’s, or news producer’s world.
7. ______
A well written news release should follow all the rules of journalism.
8. ______
There is no trend for video news releases.
9. ______
Video news releases don’t need to be accompanied by written news
releases.
10. ______
With advertising and marketing campaigns, you are not competing with the
professionally produced media.
Answers:
1.
F – have different interests
2.
T
3.
F – definitely have to deal with
4.
F – under no obligation
5.
F – do really need each other.
6.
T
7.
T
8.
F – There is a growing trend
9.
F – must be accompanied
10.
F – You are competing with
Bibliography
Kohl, S. (2000). Getting
attention: Leading-edge lessons for publicity and marketing.
McQuail, D. (1997). Audience
analysis.
Glossary
Gatekeepers – Reporters, editors, and
producers; they decide which messages get through to their readers and viewers.
News releases – The main point of contact
between PR people and journalists. It should
be in the format of a news story, following all of the rules of journalism. This is one
way to get your information out to the general news media.
Advertising and marketing campaigns – Aimed
directly at the general public. There will very likely also be a public relations
component involved to generate news media interest, but the general thrust is to the
public.
Internet website – Every single bit of
information you produce can go on your Internet website. The main problem is letting
potential surfers know where you are online, and just what it is you have to offer.
Learning Objectives
Q&A
1. What different messages are you trying to convey when speaking
to the community, beneficiaries, shareholders, vendors, and government agencies?
When you talk to the community you are trying to show
them that you are a good organizational citizen and neighbor. When you talk to beneficiaries –
or potential beneficiaries – you are trying to convince them to buy, or continue to buy,
your service or product. When you talk about it to your shareholders, you are focusing on
profitability, earning potential, and overall organizational productivity and performance. To
your vendors, you are talking about what you need from them to make it happen. When you
talk to a government agency, you are asking what you need to do to conform to their rules
and standards.
2. What factors will affect how your message gets out, if you
bypass the general news media by going directly to your target audience?
The factors that affect how your message gets out start with newsworthiness. You need to know why you are sending a message, and whom it is and is not aimed at. You need to know whether it is simple or complicated, and how much time you have to get it out. You also need to consider whether others – the competition, government, and critics – will comment on your message in either a positive or negative way.
3. What are some ways to get your message out?
Some ways to get your message out are print media releases, video media releases, direct mail, marketing or advertising campaigns, speaker bureaus, talk shows, and the Internet. To reach the general news media, you can use news releases, news conferences, full-scale media campaigns, public relations, videos, DVDs, and CDROMs.
End of Module