Friday, August 25, 2006
Working with the Media
by
Levi Zeleza Manda
Senior Consultant
Development Media Consulting
PO Box E45
Post Dot Net
Blantyre
Phone: 0 885 1486
Email: admanda2002@yahoo.co.uk
=====================================================
Introduction
This guide assumes that people already understand the term advocacy as promotion of ideas or beliefs, and that these ideas or beliefs constitute policy. The paper introduces policy advocates, be they in the field of human rights, politics, religion, or otherwise, to what is required in planning media campaign strategy and information management.
Although not detailed, the paper discusses techniques of news (press) release, feature, and speech writing. It is a toolkit.
The toolkit comprises planning media strategy, writing news releases, and features. It also has sections on how to organise and conduct news/press conferences and how to get interviewed by the media of mass communication.
The toolkit further advises policy advocates to establish a Media and Public Relations office in their establishments. Most NGOs, particularly teething ones, fail to establish rapport with the media due to poor or lack of organised media and public relations operations. The need for a PR department in each NGO cannot be over-emphasised.
Chapter 1
Planning Media Strategy
Before you approach the media there is need for you to plan your strategy carefully.
Firstly ask yourself what you want to achieve from your media campaign. Define policy issues you want to advance. Define your message. What do you want to tell the public? Ask yourself who your potential audience is. Find out what media outlets reach that audience. Think of the language your audience is comfortable with.
In other words always ask yourself: What is the objective of my media campaign? What do I want to achieve?
Secondly, find out your organisation’s financial viability. Can your organisation finance your campaign adequately without undue frustrations later on? To properly plan your campaign, contact the advertising departments of widely circulated media outlets available. Compare their advertising rates. These rates will help you modify your budget and plan your campaign within the limits of your financial capacity.
Thirdly find out what things can be produced locally by the organisation’s media and public relations department using the organisation’s equipment without consulting outside publishers. Ideally, each organisation needs a modern computer and laser printer, a working telephone and fax machine.
It is worthwhile contacting other human rights organisations so that you mount a common campaign and share the expenses. This will be cheaper and more beneficial to all organisations involved in the campaign.
Finally, it is always wise to think of follow-up activities when planning your media campaign. Ask yourself how and when you are going to evaluate the effectiveness of your media campaign: Will it be through
a) reactions in the media, that is, through comments, editorials, follow-up analysis and letters to the editor ?
b) reactions to your office, that is, telephone calls, letters of approval, threats, faxes ?
c) Comments from fellow NGOs ?
Chapter 2
Writing News Releases
Once you have planned your media strategy, one of the activities you can engage yourself in is writing publishable news releases. The government and most NGOs advocate or communicate through News Releases. Most news releases are not published free because they are often longwinded and full of bombastic expressions.
News releases are written to inform people about new things your organisations are doing, protesting against, commending, suggesting, advocating, etc. They resemble news stories in many ways. They answer the key news questions. What ? Who? When? Where ? Why ? and How ?
For example, The Zeleza Foundation for Human Rights Protection has commended the Malawi Government for closing the notorious Mdzaleka and Mikuyu prisons.
The commendation was made this morning by the Foundation’s Director General, Morton Chinguwa, at a news conference held at Mount Soche Hotel in Blantyre.
This answers the key (news) questions:
WHO? The Zeleza Foundation….
WHAT?: has commended ….
WHEN?: has(implies today)…
WHY? for closing the…….
WHERE: At a news conference held at Mount
Soche hotel, in Blantyre
News releases should as much as possible try to answer these five key questions in the first two paragraphs and explain later. News releases written in a long-winded manner do not get published as news because they delay the information. Newspaper readers have no time reading prose that does not make immediate sense.
Generally speaking, news releases are not supposed to be paid for because they are a source of news for radio stations and newspapers where they are edited to suit the radio or newspaper’s style. However, of late politicians and chief executives have insisted on seeing or hearing their exact words and are ready to pay so that their releases appear as advertisements.
Style and format
Though news stories and releases resemble in style and treatment of content their format( presentation) differ somehow. Here is what a finished news release should look like:
• The first page should be on the organisation’s headed paper with logo and address clearly marked;
• It should be clearly labeled as NEWS RELEASE
• The date and time of release should be indicated. For example, For Immediate Release; For Release Friday September 25,1999 or Embargo till Friday Noon, September 25, 1999;
• Indicate the contact person at the organisation, with telephone numbers in case editors want to get further details on the release;
• Keep sentences and paragraphs short( less than 35 words);
• Use simple active language;
• Leave 2 inch margins on both sides of the release and a 1inch margin at the bottom ;
• Double or triple space the text and align it center for neat appearance;
• If the story ends on page 1 write the word ENDS four lines below the text and give an approximate number of words. Modern computers can do that at no extra effort or torture( This gives editors an idea of how much space the release will take);
• If the story continues to page 2, write a catchline 1-3 words summarising the story) and write it at the top right corner of the page . At the bottom of page 1 write the word MORE;
• If the story continues to page three, etc. follow step 10 for page 2, etc.;
• Never carry over a paragraph from one page to another.
Examples of good news release:
CHURCH OF CENTRAL AFRICA PRESBYTERIAN
BLANTYRE SYNOD - CHIRADZULU PRESBYTERY
Malabvi CCAP Church, P.O. Box 5106, Limbe
______________________________________________________
NEWS RELEASE
(For immediate Release)
Mbewe praises people of Malabvi
Malavbi, Nguludi Turn Off, Chiradzulu, January 11, 1998: The Minister of Tourism, Hon. Patrick Mbewe, has praised the people of Malabvi in Chiradzulu District for their dedication to self-help work.
The minister, who is also Member of Parliament for Chiradzulu Central Constituency, was speaking at Malabvi CCAP Church in his constituency, where he donated K10,000 towards a new church building project being undertaken by the congregation on self-help basis.
The minister also informed the people that discussions are underway to turn a newly-built MCDE Centre into a day secondary school so that the district has at least two day secondary schools, that is in addition to Chiradzulu Secondary School.
“We have only one day secondary school in Chiradzulu District; we need another one to take care of the increased number of pupils coming out of the district’s primary schools,” the Hon. Mbewe said, adding that he has already initiated discussions on the issue with the minister responsible for Education.
“So far we have not come to a conclusion yet, but we believe sometime in the second term this year there may be good news,” he said.
Malabvi CCAP is about 12 kilometres from Limbe along the Midima Road in Chiradzulu. It is situated off the Nguludi Turn Off, a growing trading centre, where the new MCDE is being built. During the hand-over ceremony, it was learnt that electricity, a long outstanding amenity at the center, will now be connected to the center shortly.
In their remarks, both the chairman of the congregation’s fund-raising Committee for the new church building, Mr P.M. Nkata, and the session’s clerk, Mr R.A. Magereta, thanked the minister and the government for fostering development in the area.
They particularly singled out the minister for his personal dedication to development projects in the area.
After the church service, the minister attended a funeral ceremony of the late James Phiri, a brother to a prominent local businessman, Mr Nyozani, who is chairman of the school committee for the newly-constructed MCDE.
Editors: for further details, if needed, please contact Mr P.M. Nkata at Tobacco Processors Malawi Limited, Tel. 01 640 011, or Mr E.H. Chitsulo, on Tel. 01 675 087.
===========================================================
Note: The release should avoid being circumlocutory and bombastic. It should avoid professionalese, that is the language used by professionals in a specific field. It should go straight to the major point and arrange the rest in order of descending importance. Language must never be emotional.
Chapter 3
Writing features
Another effective media tool in the campaign for human rights is writing feature articles. World Vision International is best known for this type of media use. A feature is a journalistic article which discusses and talks about a topic in a more leisurely but analytical style. Unlike an essay, the author’s arguments and opinions in features are substantiated with facts, figures, statistics, and correct observations.
Features have five main functions:
a) To inform: the article states facts concerning a specific human right issue e.g. Prison Conditions.
b) To educate: the article teaches, gives civic education.
c) To explain: the article interprets complex statistics and legal documents like the constitution.
a) To persuade(campaign): the article aims at attracting the public
to support the cause or belief of the author.
b) To entertain: the article appeals to people’s emotions and makes
them happy.
Writing the feature
As you assemble material keep thinking about why you want to write the article. For example, through your article you may want to persuade the public to believe that convicted rapists or serial murderers have a right to life. All your material and arguments should help the reader agree with you and your topic.
Then write your first paragraph (introduction/intro or lead) to introduce the reader to the topic and compel him to read on. You can start with a strong description or a hard-hitting summary of an event (like in a news story). The lead sets the scene, attracts and prepares the reader for more in the article.
Choose precise and concrete vocabulary. Write clearly with examples, descriptions and anecdotes. Vary the lengths of your sentences and paragraphs.
Whenever possible, include illustrations such as photographs, graphs and photocopies of documents. When published, illustrations help break the monotony and page greyness long newspaper or magazine features pose. Illustrations lure readers into further reading by constantly veering to the illustrations when the brain gets a bit tired. Certain editions of the Bible are illustrate to make it attractive reading.
Colour photographs are better than black and white ones if they will be published in colour. Otherwise traditional black and white photos are the best for black and white printing.
Chapter 4
Interviews
The third way of using the media for advocacy is by arranging interviews.
Interviews are the art of asking questions with the aim of obtaining opinions, ideas and facts on a topic of interest to the public or the interviewer. Interviews are the most treasured journalistic method of gathering news.
Kinds of Interviews
There are three types of interviews.
a) The news interview
This type of interview aims at obtaining information, opinions, from an authority on a timely topic.
b) The Profile (or personality) interview
This is an interview with a person in the news, that is, a person whose life-style or accomplishments are of interest to the public.
c) The symposium interview
In this type of interview a number of people are asked one question on a topical issue.
Preparation
It should be noted that before journalists interview anybody, they prepare thoroughly for the interview. Therefore, it is imperative for the interviewee to prepare himself or herself before the interview starts.
If you have called for an interview yourself decide what you want to achieve through the interview. Ask yourself who your potential audience is.
For all types of interviews (radio, TV or newspaper) prepare yourself fully.
Physical preparation
Dress appropriately for the occasion. For men and women an executive suit or traditional national dress is expected. Impressions matter. Journalists will only take you seriously depending on how “ executive” you look.
Avoid wearing heavy perfume and make-up. If you have to wear perfume or powder do so mildly. Avoid wearing dark glasses as such glasses make you look like someone with something to hide.
Psychological Preparation
To avoid nervousness it is wise to prepare yourself mentally and intellectually. Read all necessary literature (magazines, newspapers, books) on the topic. This will enable you to control the interview.
Study the way a radio station or newspaper asks questions. Read or listen to previously published or broadcast interviews.
Prepare mock questions and let someone ask you. Record the mock interview. Play back after sometime and evaluate your performance. If you can afford a video recorder, tape the mock interview and play back and see if there is anything you could have done to improve your gestures, mannerisms and factual presentation.
Prepare a minimum of five topics to talk about and stick to them during the interview.
Other forms of Preparation
Make sure you get the correct day, date , time and venue of the interview( that is if you have been invited) of the interview correct. If you are not sure, find out in advance. If you do not know the location of the venue, it is wise to look for it days before. On the date of the interview it is wise to arrive at the interview venue early. As such, you will have enough time to cool down and study the sitting plan and type of audience.
Learn what is expected of you at the interview. Find out if you are the only interviewee or part of a panel. Learn about the beliefs, habits, experiences or qualifications of other panelists as this will influence the way they handle the interview.
How to behave during the interview
There is a tendency among most interviewees to show off that they are very knowledgeable. It is advisable for you to avoid such behaviour.
Wait for the journalist to finish his or her question. Before you answer, thank the journalist for the question and answer as truthfully as possible. If you do not have an immediate answer, say so and promise to come back to the journalist later.
Even if a journalist asks you an infuriating question, do not get carried away. Just answer the question and stay positive. Always remember the five topics you prepared and try to pull the journalist back to your main points.
In a radio interview, make sure the microphone is six inches from your mouth. In the case of videotaping, avoid looking at the camera. Instead look at the interviewer and answer him or her conversationally. Be as natural as possible.
Photographers look for photos that tell a story. If you pose for an interview photograph, you will look frozen.
At the end of the interview thank the interviewer.
Remember that experience is the best teacher. Learn from your mistakes in one interview. If possible video record your first live interview. Play back and learn from it.
Chapter 5
News Conferences
An organisation can also decide to advocate policy through a News Conference.
A news conference is a meeting called by somebody with something to announce to the public through media. A news conference is popularly known as a press conference.
It is important to note that news conferences should be called when there is some real news to announce. Journalists do not have time to go to news conferences that are not going to produce news.
Thorough planning and preparation are essential if you want to hold a successful news conference.
Timing
It is important to think about when the news conference will be held. Think of the day and time.
Think about when you your message is to appear in newspapers or on radio or television. Newspapers have editorial deadlines, that is, the time they finish preparing the newspapers in readiness for printing. Most dailies in Malawi stop accepting articles for the next day’s edition by noon. It is advisable, therefore, to hold your news conference before noon, say at 9 or 10 am, if you want your message to appear in the next morning’s papers.
Check if another, probably more influential, organisation is holding a news conference at the same venue, day and time. Also check other events in town which may over-shadow your function. If so, postpone your news conference.
Venue
Choose a venue that is accessible by bus, private cars, and even by foot. Most newspapers in Malawi have transport problems. The room chosen should be big enough for all the invited. It should have electricity, a nearby fax and telephone service. A room with e-mail facilities is even better.
Invitations
Decide who should be invited from the list of media organizations that you know.
It is safe to send the invitations at least a week before the date of the conference. If your news conference is called at short notice, justify the urgency.
If you want an international coverage, invite representatives of foreign radio stations and international news agencies like Reuters. Your media relations department should have addresses of international correspondents.
Outline the news conference’s content in a news release or the invitations you send.
Check that microphones and lighting system are working. If you can afford it, bring with you a backup generator.
At the entrance to the venue hall place a table manned by a person from information department. The table should have folders, posters, brochures, letter of welcome, conference agenda, a brief biography of panelists or main speakers, maps, graphs, charts and a leaflet defining technical terms. Journalists will pick these documents read in advance, and feel comfortable during the news conference.
It is time to mix with reporters. This is the time to create future working relationships with the media.
Yes. It is the job of the media to seek information. But in policy advocacy you need the media more than they need you. You must invite them
Conducting news conferences
The news conferences should start on time. It should be conducted informally, but with the conference chairperson in control of everything.
Your introductory or opening speech should be short. People usually retain what is said in the first 15 minutes. The rest is forgotten.
As a speech-maker avoid over-reliance on your prepared notes. Tell the truth. Journalists easily spot lies. If you are defending the indefensible, you will be shocked when they come up with evidence of what you are trying to conceal. Give journalists enough time for questions and explanations. End the news conference by thanking the panelists, journalists and the audience.
Chapter 6
Preparing and making speeches
Speech making is the most challenging of all forms of policy advocacy strategies through the media.
Preparing a speech starts with the assumption that you know what you want to talk about. Speeches are made:
• to educate the audience about a specific issue
• to inform the audience about a new development in your area of specialization
• to explain or clarify a misunderstanding
• to persuade the public into accepting your cause .
Now that you know why and what you want to talk about, determine your audience’s familiarity with the issue. List about five points you want to make and look for examples, anecdotes, jokes, statistics, that will expand your five points.
Allocate each point a paragraph or two but not more than three paragraphs.
Prepare a strong opening of your speech. Prepare your speech in view of the programme. It is good to liaise with your fellow speakers to avoid duplication.
The Speech
A speech is divided into three parts
The Introduction
• where you acknowledge the people present( remember protocol) and introduce the topic.
The Body
• where you discuss and expand ideas, where you present arguments, where you talk to your audience conversationally.
The Conclusion
• where you emphasise the most significant point and thank the audience for being attentive.
Style and presentation
Type your speech. Double or triple-space it for proper reading. Ministerial speeches take one paragraph per page to avoid run-on of ideas during presentation.
Make your speeches short. Experts say that 12 typed lines are equal to one minute of speaking. There are about 36 lines on an average A4 page.
So,
one page = 3 minutes
ten pages = 30 minutes.
Underline key words in each paragraph.
Round off statistics and figures. For example 17,961 should be rounded off as approximately 18000. To avoid difficulty in reading, numbers should be written in words. 18000 = Eighteen thousand.
Practice your speech. Let a friend listen and comment on your speech and manner of presentation.
Remember that journalists will ask you questions on what you have said.
Use gestures naturally but sparingly.
Smile and your audience will smile too.
Chapter 7
Running a Media & Public Relations Office
The Public Relations Institute of Southern Africa (PRISA) defines Public Relations (PR) as the management, through communication, of relationships between an organisation and its internal and external stakeholders.
All serious business, political, charity or lobby organizations need an Information and Public Relations (PR) department. The department is responsible for giving the public a truthful, positive and correct image of the organisation. It provides a public sphere for dialogue between the organisation and its publics. It is not a propaganda office- propaganda being the one-sided communication whose aim is to convince and rally support to an idea.
PR uses the methods elaborated in foregoing chapters.
The staff of the PR department must have a marketing, Public Relations or Journalistic/communications background.
The staff should be conversant with writing news releases, arranging meetings, editing and producing in house magazines and designing brochures, leaflets, cartoons, etc.
Each Media and PR office should have:
a) a reliable telephone/fax line
b) internet and email access
c) a filing cabinet/library (books, newspapers, etc)
d) a research officer
e) a computer with the latest software packages
f) a bookshelf full of publications about the organisation
g) staff with a good relationship with key media personnel (editors, senior reporters of key strong negotiation, writing, and artistic skills and
h) enough or a reasonable amount of money.
The staff must be active and creative. They must be in frequent contact and work with the media. Inviting journalists to a working lunch is one activity that will sell your organisation. However, note that passing khaki envelopes to journalists as a way buying friendship with the media is not helpful in most cases as you cannot bribe the entire media fraternity.
© LZManda, 2004 E-mail:admanda2002@yahoo.co.uk
by
Levi Zeleza Manda
Senior Consultant
Development Media Consulting
PO Box E45
Post Dot Net
Blantyre
Phone: 0 885 1486
Email: admanda2002@yahoo.co.uk
=====================================================
Introduction
This guide assumes that people already understand the term advocacy as promotion of ideas or beliefs, and that these ideas or beliefs constitute policy. The paper introduces policy advocates, be they in the field of human rights, politics, religion, or otherwise, to what is required in planning media campaign strategy and information management.
Although not detailed, the paper discusses techniques of news (press) release, feature, and speech writing. It is a toolkit.
The toolkit comprises planning media strategy, writing news releases, and features. It also has sections on how to organise and conduct news/press conferences and how to get interviewed by the media of mass communication.
The toolkit further advises policy advocates to establish a Media and Public Relations office in their establishments. Most NGOs, particularly teething ones, fail to establish rapport with the media due to poor or lack of organised media and public relations operations. The need for a PR department in each NGO cannot be over-emphasised.
Chapter 1
Planning Media Strategy
Before you approach the media there is need for you to plan your strategy carefully.
Firstly ask yourself what you want to achieve from your media campaign. Define policy issues you want to advance. Define your message. What do you want to tell the public? Ask yourself who your potential audience is. Find out what media outlets reach that audience. Think of the language your audience is comfortable with.
In other words always ask yourself: What is the objective of my media campaign? What do I want to achieve?
Secondly, find out your organisation’s financial viability. Can your organisation finance your campaign adequately without undue frustrations later on? To properly plan your campaign, contact the advertising departments of widely circulated media outlets available. Compare their advertising rates. These rates will help you modify your budget and plan your campaign within the limits of your financial capacity.
Thirdly find out what things can be produced locally by the organisation’s media and public relations department using the organisation’s equipment without consulting outside publishers. Ideally, each organisation needs a modern computer and laser printer, a working telephone and fax machine.
It is worthwhile contacting other human rights organisations so that you mount a common campaign and share the expenses. This will be cheaper and more beneficial to all organisations involved in the campaign.
Finally, it is always wise to think of follow-up activities when planning your media campaign. Ask yourself how and when you are going to evaluate the effectiveness of your media campaign: Will it be through
a) reactions in the media, that is, through comments, editorials, follow-up analysis and letters to the editor ?
b) reactions to your office, that is, telephone calls, letters of approval, threats, faxes ?
c) Comments from fellow NGOs ?
Chapter 2
Writing News Releases
Once you have planned your media strategy, one of the activities you can engage yourself in is writing publishable news releases. The government and most NGOs advocate or communicate through News Releases. Most news releases are not published free because they are often longwinded and full of bombastic expressions.
News releases are written to inform people about new things your organisations are doing, protesting against, commending, suggesting, advocating, etc. They resemble news stories in many ways. They answer the key news questions. What ? Who? When? Where ? Why ? and How ?
For example, The Zeleza Foundation for Human Rights Protection has commended the Malawi Government for closing the notorious Mdzaleka and Mikuyu prisons.
The commendation was made this morning by the Foundation’s Director General, Morton Chinguwa, at a news conference held at Mount Soche Hotel in Blantyre.
This answers the key (news) questions:
WHO? The Zeleza Foundation….
WHAT?: has commended ….
WHEN?: has(implies today)…
WHY? for closing the…….
WHERE: At a news conference held at Mount
Soche hotel, in Blantyre
News releases should as much as possible try to answer these five key questions in the first two paragraphs and explain later. News releases written in a long-winded manner do not get published as news because they delay the information. Newspaper readers have no time reading prose that does not make immediate sense.
Generally speaking, news releases are not supposed to be paid for because they are a source of news for radio stations and newspapers where they are edited to suit the radio or newspaper’s style. However, of late politicians and chief executives have insisted on seeing or hearing their exact words and are ready to pay so that their releases appear as advertisements.
Style and format
Though news stories and releases resemble in style and treatment of content their format( presentation) differ somehow. Here is what a finished news release should look like:
• The first page should be on the organisation’s headed paper with logo and address clearly marked;
• It should be clearly labeled as NEWS RELEASE
• The date and time of release should be indicated. For example, For Immediate Release; For Release Friday September 25,1999 or Embargo till Friday Noon, September 25, 1999;
• Indicate the contact person at the organisation, with telephone numbers in case editors want to get further details on the release;
• Keep sentences and paragraphs short( less than 35 words);
• Use simple active language;
• Leave 2 inch margins on both sides of the release and a 1inch margin at the bottom ;
• Double or triple space the text and align it center for neat appearance;
• If the story ends on page 1 write the word ENDS four lines below the text and give an approximate number of words. Modern computers can do that at no extra effort or torture( This gives editors an idea of how much space the release will take);
• If the story continues to page 2, write a catchline 1-3 words summarising the story) and write it at the top right corner of the page . At the bottom of page 1 write the word MORE;
• If the story continues to page three, etc. follow step 10 for page 2, etc.;
• Never carry over a paragraph from one page to another.
Examples of good news release:
CHURCH OF CENTRAL AFRICA PRESBYTERIAN
BLANTYRE SYNOD - CHIRADZULU PRESBYTERY
Malabvi CCAP Church, P.O. Box 5106, Limbe
______________________________________________________
NEWS RELEASE
(For immediate Release)
Mbewe praises people of Malabvi
Malavbi, Nguludi Turn Off, Chiradzulu, January 11, 1998: The Minister of Tourism, Hon. Patrick Mbewe, has praised the people of Malabvi in Chiradzulu District for their dedication to self-help work.
The minister, who is also Member of Parliament for Chiradzulu Central Constituency, was speaking at Malabvi CCAP Church in his constituency, where he donated K10,000 towards a new church building project being undertaken by the congregation on self-help basis.
The minister also informed the people that discussions are underway to turn a newly-built MCDE Centre into a day secondary school so that the district has at least two day secondary schools, that is in addition to Chiradzulu Secondary School.
“We have only one day secondary school in Chiradzulu District; we need another one to take care of the increased number of pupils coming out of the district’s primary schools,” the Hon. Mbewe said, adding that he has already initiated discussions on the issue with the minister responsible for Education.
“So far we have not come to a conclusion yet, but we believe sometime in the second term this year there may be good news,” he said.
Malabvi CCAP is about 12 kilometres from Limbe along the Midima Road in Chiradzulu. It is situated off the Nguludi Turn Off, a growing trading centre, where the new MCDE is being built. During the hand-over ceremony, it was learnt that electricity, a long outstanding amenity at the center, will now be connected to the center shortly.
In their remarks, both the chairman of the congregation’s fund-raising Committee for the new church building, Mr P.M. Nkata, and the session’s clerk, Mr R.A. Magereta, thanked the minister and the government for fostering development in the area.
They particularly singled out the minister for his personal dedication to development projects in the area.
After the church service, the minister attended a funeral ceremony of the late James Phiri, a brother to a prominent local businessman, Mr Nyozani, who is chairman of the school committee for the newly-constructed MCDE.
Editors: for further details, if needed, please contact Mr P.M. Nkata at Tobacco Processors Malawi Limited, Tel. 01 640 011, or Mr E.H. Chitsulo, on Tel. 01 675 087.
===========================================================
Note: The release should avoid being circumlocutory and bombastic. It should avoid professionalese, that is the language used by professionals in a specific field. It should go straight to the major point and arrange the rest in order of descending importance. Language must never be emotional.
Chapter 3
Writing features
Another effective media tool in the campaign for human rights is writing feature articles. World Vision International is best known for this type of media use. A feature is a journalistic article which discusses and talks about a topic in a more leisurely but analytical style. Unlike an essay, the author’s arguments and opinions in features are substantiated with facts, figures, statistics, and correct observations.
Features have five main functions:
a) To inform: the article states facts concerning a specific human right issue e.g. Prison Conditions.
b) To educate: the article teaches, gives civic education.
c) To explain: the article interprets complex statistics and legal documents like the constitution.
a) To persuade(campaign): the article aims at attracting the public
to support the cause or belief of the author.
b) To entertain: the article appeals to people’s emotions and makes
them happy.
Writing the feature
As you assemble material keep thinking about why you want to write the article. For example, through your article you may want to persuade the public to believe that convicted rapists or serial murderers have a right to life. All your material and arguments should help the reader agree with you and your topic.
Then write your first paragraph (introduction/intro or lead) to introduce the reader to the topic and compel him to read on. You can start with a strong description or a hard-hitting summary of an event (like in a news story). The lead sets the scene, attracts and prepares the reader for more in the article.
Choose precise and concrete vocabulary. Write clearly with examples, descriptions and anecdotes. Vary the lengths of your sentences and paragraphs.
Whenever possible, include illustrations such as photographs, graphs and photocopies of documents. When published, illustrations help break the monotony and page greyness long newspaper or magazine features pose. Illustrations lure readers into further reading by constantly veering to the illustrations when the brain gets a bit tired. Certain editions of the Bible are illustrate to make it attractive reading.
Colour photographs are better than black and white ones if they will be published in colour. Otherwise traditional black and white photos are the best for black and white printing.
Chapter 4
Interviews
The third way of using the media for advocacy is by arranging interviews.
Interviews are the art of asking questions with the aim of obtaining opinions, ideas and facts on a topic of interest to the public or the interviewer. Interviews are the most treasured journalistic method of gathering news.
Kinds of Interviews
There are three types of interviews.
a) The news interview
This type of interview aims at obtaining information, opinions, from an authority on a timely topic.
b) The Profile (or personality) interview
This is an interview with a person in the news, that is, a person whose life-style or accomplishments are of interest to the public.
c) The symposium interview
In this type of interview a number of people are asked one question on a topical issue.
Preparation
It should be noted that before journalists interview anybody, they prepare thoroughly for the interview. Therefore, it is imperative for the interviewee to prepare himself or herself before the interview starts.
If you have called for an interview yourself decide what you want to achieve through the interview. Ask yourself who your potential audience is.
For all types of interviews (radio, TV or newspaper) prepare yourself fully.
Physical preparation
Dress appropriately for the occasion. For men and women an executive suit or traditional national dress is expected. Impressions matter. Journalists will only take you seriously depending on how “ executive” you look.
Avoid wearing heavy perfume and make-up. If you have to wear perfume or powder do so mildly. Avoid wearing dark glasses as such glasses make you look like someone with something to hide.
Psychological Preparation
To avoid nervousness it is wise to prepare yourself mentally and intellectually. Read all necessary literature (magazines, newspapers, books) on the topic. This will enable you to control the interview.
Study the way a radio station or newspaper asks questions. Read or listen to previously published or broadcast interviews.
Prepare mock questions and let someone ask you. Record the mock interview. Play back after sometime and evaluate your performance. If you can afford a video recorder, tape the mock interview and play back and see if there is anything you could have done to improve your gestures, mannerisms and factual presentation.
Prepare a minimum of five topics to talk about and stick to them during the interview.
Other forms of Preparation
Make sure you get the correct day, date , time and venue of the interview( that is if you have been invited) of the interview correct. If you are not sure, find out in advance. If you do not know the location of the venue, it is wise to look for it days before. On the date of the interview it is wise to arrive at the interview venue early. As such, you will have enough time to cool down and study the sitting plan and type of audience.
Learn what is expected of you at the interview. Find out if you are the only interviewee or part of a panel. Learn about the beliefs, habits, experiences or qualifications of other panelists as this will influence the way they handle the interview.
How to behave during the interview
There is a tendency among most interviewees to show off that they are very knowledgeable. It is advisable for you to avoid such behaviour.
Wait for the journalist to finish his or her question. Before you answer, thank the journalist for the question and answer as truthfully as possible. If you do not have an immediate answer, say so and promise to come back to the journalist later.
Even if a journalist asks you an infuriating question, do not get carried away. Just answer the question and stay positive. Always remember the five topics you prepared and try to pull the journalist back to your main points.
In a radio interview, make sure the microphone is six inches from your mouth. In the case of videotaping, avoid looking at the camera. Instead look at the interviewer and answer him or her conversationally. Be as natural as possible.
Photographers look for photos that tell a story. If you pose for an interview photograph, you will look frozen.
At the end of the interview thank the interviewer.
Remember that experience is the best teacher. Learn from your mistakes in one interview. If possible video record your first live interview. Play back and learn from it.
Chapter 5
News Conferences
An organisation can also decide to advocate policy through a News Conference.
A news conference is a meeting called by somebody with something to announce to the public through media. A news conference is popularly known as a press conference.
It is important to note that news conferences should be called when there is some real news to announce. Journalists do not have time to go to news conferences that are not going to produce news.
Thorough planning and preparation are essential if you want to hold a successful news conference.
Timing
It is important to think about when the news conference will be held. Think of the day and time.
Think about when you your message is to appear in newspapers or on radio or television. Newspapers have editorial deadlines, that is, the time they finish preparing the newspapers in readiness for printing. Most dailies in Malawi stop accepting articles for the next day’s edition by noon. It is advisable, therefore, to hold your news conference before noon, say at 9 or 10 am, if you want your message to appear in the next morning’s papers.
Check if another, probably more influential, organisation is holding a news conference at the same venue, day and time. Also check other events in town which may over-shadow your function. If so, postpone your news conference.
Venue
Choose a venue that is accessible by bus, private cars, and even by foot. Most newspapers in Malawi have transport problems. The room chosen should be big enough for all the invited. It should have electricity, a nearby fax and telephone service. A room with e-mail facilities is even better.
Invitations
Decide who should be invited from the list of media organizations that you know.
It is safe to send the invitations at least a week before the date of the conference. If your news conference is called at short notice, justify the urgency.
If you want an international coverage, invite representatives of foreign radio stations and international news agencies like Reuters. Your media relations department should have addresses of international correspondents.
Outline the news conference’s content in a news release or the invitations you send.
Check that microphones and lighting system are working. If you can afford it, bring with you a backup generator.
At the entrance to the venue hall place a table manned by a person from information department. The table should have folders, posters, brochures, letter of welcome, conference agenda, a brief biography of panelists or main speakers, maps, graphs, charts and a leaflet defining technical terms. Journalists will pick these documents read in advance, and feel comfortable during the news conference.
It is time to mix with reporters. This is the time to create future working relationships with the media.
Yes. It is the job of the media to seek information. But in policy advocacy you need the media more than they need you. You must invite them
Conducting news conferences
The news conferences should start on time. It should be conducted informally, but with the conference chairperson in control of everything.
Your introductory or opening speech should be short. People usually retain what is said in the first 15 minutes. The rest is forgotten.
As a speech-maker avoid over-reliance on your prepared notes. Tell the truth. Journalists easily spot lies. If you are defending the indefensible, you will be shocked when they come up with evidence of what you are trying to conceal. Give journalists enough time for questions and explanations. End the news conference by thanking the panelists, journalists and the audience.
Chapter 6
Preparing and making speeches
Speech making is the most challenging of all forms of policy advocacy strategies through the media.
Preparing a speech starts with the assumption that you know what you want to talk about. Speeches are made:
• to educate the audience about a specific issue
• to inform the audience about a new development in your area of specialization
• to explain or clarify a misunderstanding
• to persuade the public into accepting your cause .
Now that you know why and what you want to talk about, determine your audience’s familiarity with the issue. List about five points you want to make and look for examples, anecdotes, jokes, statistics, that will expand your five points.
Allocate each point a paragraph or two but not more than three paragraphs.
Prepare a strong opening of your speech. Prepare your speech in view of the programme. It is good to liaise with your fellow speakers to avoid duplication.
The Speech
A speech is divided into three parts
The Introduction
• where you acknowledge the people present( remember protocol) and introduce the topic.
The Body
• where you discuss and expand ideas, where you present arguments, where you talk to your audience conversationally.
The Conclusion
• where you emphasise the most significant point and thank the audience for being attentive.
Style and presentation
Type your speech. Double or triple-space it for proper reading. Ministerial speeches take one paragraph per page to avoid run-on of ideas during presentation.
Make your speeches short. Experts say that 12 typed lines are equal to one minute of speaking. There are about 36 lines on an average A4 page.
So,
one page = 3 minutes
ten pages = 30 minutes.
Underline key words in each paragraph.
Round off statistics and figures. For example 17,961 should be rounded off as approximately 18000. To avoid difficulty in reading, numbers should be written in words. 18000 = Eighteen thousand.
Practice your speech. Let a friend listen and comment on your speech and manner of presentation.
Remember that journalists will ask you questions on what you have said.
Use gestures naturally but sparingly.
Smile and your audience will smile too.
Chapter 7
Running a Media & Public Relations Office
The Public Relations Institute of Southern Africa (PRISA) defines Public Relations (PR) as the management, through communication, of relationships between an organisation and its internal and external stakeholders.
All serious business, political, charity or lobby organizations need an Information and Public Relations (PR) department. The department is responsible for giving the public a truthful, positive and correct image of the organisation. It provides a public sphere for dialogue between the organisation and its publics. It is not a propaganda office- propaganda being the one-sided communication whose aim is to convince and rally support to an idea.
PR uses the methods elaborated in foregoing chapters.
The staff of the PR department must have a marketing, Public Relations or Journalistic/communications background.
The staff should be conversant with writing news releases, arranging meetings, editing and producing in house magazines and designing brochures, leaflets, cartoons, etc.
Each Media and PR office should have:
a) a reliable telephone/fax line
b) internet and email access
c) a filing cabinet/library (books, newspapers, etc)
d) a research officer
e) a computer with the latest software packages
f) a bookshelf full of publications about the organisation
g) staff with a good relationship with key media personnel (editors, senior reporters of key strong negotiation, writing, and artistic skills and
h) enough or a reasonable amount of money.
The staff must be active and creative. They must be in frequent contact and work with the media. Inviting journalists to a working lunch is one activity that will sell your organisation. However, note that passing khaki envelopes to journalists as a way buying friendship with the media is not helpful in most cases as you cannot bribe the entire media fraternity.
© LZManda, 2004 E-mail:admanda2002@yahoo.co.uk
