1. Using the media London campaigners session
- Maria Castellina, Media Manager

2. Session summary Introductions Why use the media? What are news hooks?
Breakout activity: how to make your event media friendly
London specifics
Telling the press your story
How to write the perfect press release
Breakout activity: press release writing
Wrap up

3. Why use the media?
Getting people to care about the environment – reaching the media isn’t about reaching journalists
Using the local press is a good way to influence local politicians – they will all read their local paper/watch their local news
It’s a good way to reach out to people who might not be familiar with Friends of the Earth or our campaign

4. News hooks Something new Facts and stats Milestones/anniversaries
There are certain hooks that are always more likely to get the media interested in what you do. For example:
Something new
Facts and stats
Milestones/anniversaries
Celebrity
An interesting picture
Local interest
Human interest
Humour
Shock/breaking news
Conflict/debate
Something that’s quirky/different

5. Using news hooks
Can you find facts and statistics to show how your issue is impacting people locally?
Can you create an interesting visual or stunt that would make an interesting picture and grab the newspapers attention?
Do you have an individual who can talk about how the issue has impacted on them, or their family, to put a human face to the problem?
Do you have a local celebrity who could attend your event? Will your local MP or councillor come and have their picture taken at your event?
An event which has one or two of these thing increases the chances of getting the local press along, and makes it easier to write your press release.

6. Breakout activity one: creating a media friendly event
Your local Friends of the Earth group had been planning to run a stall at the local market talking about bees/air pollution/recycling - how can you turn your stall into a media worthy event?
What news hooks can you use?
How can you make it visual? What would the photograph be?
You have 15 minutes to brain storm some ideas – you can be as creative as you like!

7. Press in London
Regional press in London is almost national – can make it harder to get coverage
But local papers/radio still key – delivered straight to people’s homes
There is more of it in London than anywhere else – look up your local contacts

8. Tell the press
So, you’ve decided on your event. Now to tell the journalists about it
Journalists get ed hundreds of press releases every day, they will scan through their subject lines and only bother reading the ones that look the most interesting
Your two priorities are to make yours simple and exciting

9. Perfect press releases
Length: Keep press releases short – preferably no longer that one side of A4
Keep it simple: Avoid technical jargon or complicated language. The press release should be able to be understood by someone who knows nothing about the subject.
Headline: Your top message should form your headline. Keep it short and catchy but give a clear idea of the story.
Opening paragraph: Expand the headline to make your first paragraph. It should answer the basic questions – Who, What, Where, When, Why, and How
Next paragraph: This should expand on the first, bringing in some context and one or two sentences of relevant background information
Quote: The quote is usually the only part of your press release that will appear directly in the paper. Try and write as if a real person was speaking – reading your quote out loud will help with this. Keep sentences short and punchy. If they only print one sentence about your campaign or event, what should it say?

10. Perfect press releases
Also include:
A date of release at the top, usually ‘immediate release’ on the day you send it out. Embargoes should be imposed only when strictly necessary.
A contact name, and phone number of someone who knows about the story, who will be available to answer journalist’s queries and organise or conduct interviews.
Photo call: Describe what a journalist will be able to photograph, the more exciting the picture the more likely they will send along a photographer, and let them know exactly where and how to find you.
Notes to the editor – any additional information should go in notes at the end. These should be used sparingly and only when the detail is essential.

11. Perfect press releases
Sending it out: your release to the journalist – use the headline as the subject line
Follow up: Once you have ed your press release, if you have time follow it up with a phone call to the journalist. Tell them a little bit about the story, ask them if they’ve seen the release, and then see if they are interested in covering it or sending a photographer. Be friendly and don’t take up too much of their time.
Get a good photo: If they sound interested but can’t send out a photographer, follow-up with them after the event and send images – a good photo can make the difference between getting coverage and not, so spend time at your event getting your pictures right

12. Break out activity 2: press releases (20min)
A press release has been written but it’s been cut up into pieces, can you put it together again in the right order?
Top tip: think about whether you need to include everything
The headline is missing – can you write a new one?
This activity is about how to order a press release, what info do you need to keep in, and what can you leave out. Try to only keep in the most exciting/important information!

13. Learning from one another
Do any of you have an examples you’d like to share of what has worked well in your area?
Any times when it hasn’t worked so well?
Any other questions?