The media are a very important target audience and can be your ally and a key partner in your IYC campaign. From the perspective of chemistry-related organizations, a good story reflects positively on our profession, organizations, their employees, the importance of our work and our contributions to the communities that we serve. But for reporters, a good story is anything that will be of interest to their readers, listeners or viewers, and this often means a story based on controversy or the clash of viewpoints.
Understand Your Media Options
Information about IYC and your organization can be included in the news in several ways:
News stories - the basic story through which reporters explain the “who, what, where, when, why and how” of what has happened. Often referred to as “breaking news.”
Feature articles/in-depth reports - in which reporters delve a bit deeper into subjects of interest.
Bylined articles (also called op-eds because they often appear on the opinion page opposite the editorial page) - where non-journalists offer opinions or commentary about important issues or events.
Letters to the Editor - which are generally written in reaction to news stories or the lack of news stories about a subject.
Calendar notices - which announce upcoming events that are open to the public. For example “Next month, the Children’s Museum will highlight chemical engineering achievements to celebrate the International Year of Chemistry. For details, contact: museum info at (phone number).”
Paid advertising - including online as well as traditional media. Though audiences may consider ads less credible than news stories, ads allow organizations to control their messages and deliver them to target audiences.
Social media - such as blogs, Twitter, Facebook, etc., which are read by journalists and other audiences.
Each option has advantages and disadvantages and the challenge is to determine which opportunities are most appropriate, and cost-effective.
Get Organized
Make a list of the media (including websites and blogs) that cover the communities, professions, businesses and organizations you represent. Then make a list of the editors or reporters who work there. This should include radio and television reporters. (Most organizations have a directory online; others may require a bit more research.)
Use Existing Materials from IUPAC, ICCA, AIChE, ACS, and Other IYC “players”
Key messages and materials soon will be available from leading IYC sponsor organizations, including IUPAC and ICCA. Visit their websites frequently to obtain program ideas and materials you can leverage for your own organization.
Read, Listen, Watch and Develop Story Ideas
Make yourself familiar with the stories these reporters normally cover. This way, you will learn which reporters are most likely to be interested in your IYC activity.
You will need a local angle. Initial focus could be on your organization and what it is doing. What are your plans? Why do you feel IYC and your efforts are important to the organization, and most especially, to the community?
Your presentations on IYC to local groups, such as schools or civic organizations, can also become positive news stories.
Develop the “Pitch”
Reaching out to the media can take a variety of forms: email, phone calls, snail mail and Twitter. In every instance, the goal of the pitch is to engage the journalist, spike their curiosity and show them how they can develop their own exciting IYC story. When pitching, “less is more.” Be brief and be sure to leave your contact info so the reporter can follow-up with you.
The two most basic vehicles are a media advisory and a news release. Both must include contact information so journalists can follow-up,
Media Advisory – alerts media to an event or activity, for instance a speech or other event, and invites them to cover it. The advisory includes the “who, what where” and a very brief “why” that explains the event’s importance. An advisory should be sent at least one week prior to the event, and followed-up by phone.
News Release -- written like a news story, a news release describes what happened at an event and is issued on that day to help win media coverage after the fact.
Be Prepared - Develop Your Own “Mini-Q&A”
Reporters, editors and producers are busy people working against tight deadlines. Each day, they must cover certain stories, so when you contact them, the first question in their minds will be, “Why should I be interested?” They don’t have time to just chat about possibilities. They want to know whether you have a specific story. This means that before making any pitch you need to be well prepared and clearly able to explain why they should be interested in IYC.
Developing your own Q&A document can be very helpful. Ask -- and answer - such basic questions as:
• Why is this important to the readers/listeners/viewers?
• What’s the local angle?
• Where can the media contact find more information?
Keep your answers short (one sentence if possible).
Think “Pictures”
Today, even newspaper and radio reporters want pictures for their blogs and online editions, so think about pictures that illustrate your IYC story. If you have a strong local angle - a high school or college student who won a scholarship or chemistry contest; a new chemical product or process that enhances local water treatment, business or farming; or a major event, let the reporter know they can have key photos and video or that you can provide them later. If they do not send a photographer, send your own photos. At the very least, you should have good shots of your key IYC personnel and activities.
Determine Whom to Pitch
For newspapers, try to find the reporter whose prior coverage most clearly fits the IYC. If there is no science or education reporter, start with the assignment editor.
For local radio, contact the station manager or news director, who will direct you to one of the producers. In some cases, the producer will ask you to email something they can read over the air. They will edit whatever you send them to fit their format. Just send them the facts. They may add some “cute” comments and may call back to check with you. They should also let you know when they expect the item to air. Note that in some circumstances, they may invite your spokesperson to appear on a news show or a public affairs program.
Pitching to television is very different. This is a visual medium and they will inquire about what visuals you can provide. This will need careful thought and planning on your part to ensure that the visuals support your message points. They will also do interviews, but will probably overlay them with what is generally called B-roll—silent shots of chemical engineering related activity, so please consider how to obtain this video footage.
Remember These Basic Rules for Dealing with the Media
Reporters work under tight deadlines, so avoid calling print reporters in the late afternoon or broadcast reporters right before a newscast.
During an interview, make your point clearly/succinctly and repeat it to improve your chances of getting it in the story correctly.
Never guess at an answer. If you do not have an answer, say so. You may refer the reporter to the appropriate person or tell them you will check and get back to them.
When a reporter calls unexpectedly, you do NOT have to answer questions. Take time to collect your thoughts. If you don’t have time to talk or are not ready to respond, set a time to talk.
Always ask for the reporter’s deadline. Be upfront and let them know if you’re not able to meet their deadline.
