Writing for the press

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Writing for the press
Eight (8) tips to keeping the journalist happy

• Philip Hunt
• Between The Lines

A presentation given to marketing agency staff on
how to improve their press communications.
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Introduction

• The journalists job can be tough
• Make his/her job easy and youll be rewarded
• 8 simple tips to this end

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Tip 1 - newsworthiness

• What is the news angle?
• Why should they write about it?
• Is it topical?
• Is it going to change the world and why?

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Tip 2 - structure information

• Journalists have deadlines
• Structure your information clearly
• Key points prominently headlines
• Background information at end
• Accessible for all.

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Tip 3 - include the context

• Include the background briefing
• What lead to the policy - why decision was taken
• Also - organisation history.
• Use the web

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Tip 4 - make quotes count

• Get quotes from senior execs - industry experts
  even
• Whats good about it
• Why this is important to the readers
• e.g. the benefit to society, or to the industry

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Tip 5 - avoid jargon

• Avoid use of jargon
• Explain acronyms
• Ideally - use plain English
• Buzzwords can obscure meaning

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Tip 6 include contact information

• include contact details
• Should be worthwhile contact point - with
  knowledgeable source(s)
• Make sure that person is available!

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Tip 7- send to right journo

• Information overload a problem
• Send information to right journalist (or dont
  send it at all)

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Tip 8 - be ready for follow-up

• Journalists can be probing, sometimes hostile
• Dont get flustered - at all times be polite
• Follow up on all questions - asap
• Cover yourself with the boss!

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Conclusion

• Anticipate journalists needs
• They will love you (for your rarity)
• Result - better publicity for your organisation