1 The Press Pack

What is a press pack? A package of tools vital for individuals or organizations planning to work with the media. It is particularly useful for those with limited experience of working with the media or who do not have a media unit. It contains… 2

Media releases A media release is the most common way to pitch a story to the media. An effective media release will include key messages and alert the media to a story, raising enough interest for them to want to find out more. 3

Content of the media release At the top centre of the page: the words “media release” in bold capitals. At the top right of the page: the date of issue and either “For immediate release” or relevant embargo information. (Embargo means that the media should not act on the information until the date specified.) A short clear heading to grab attention. The first paragraph should be a self-contained summary of the most important points of the story. Try to answer the questions, who, what, where, and when, and if possible, why and how. 4

Content of the media release (2) Following paragraphs should contain the remainder of the information in order of importance. Quotations (with sources) from noteworthy or prominent people, statistics and photographs will add to the appeal of the release. At the bottom of the page: name and contact details of people who can be contacted for further information. In urgent situations, identified contact people must be available outside of normal business hours. Make sure your information is accurate and proof read. 5

Style, format & issuing of the media release Style Write in a simple and concise manner with short sentences (less than 15 words) containing one idea each. Paragraphs should be only one or two sentences. Use simple language and avoid jargon or abbreviations. Format Use A4 paper, letterhead if available. If you do not have letterhead, put your contact details at the top right hand corner of the page. Use normal upper and lower case type and double or 1.5 line spacing. 6

Style, format & issuing of the media release (2) Format (cont) Use only one side of the paper and allow ample margins at the top and bottom of the page. The release should be only one page in total. Issuing Send your release by fax or . Follow up with a phone call to offer further information, a spokesperson for interview, or photo opportunities. 7

Media interviews Interviews can be an effective way to get your messages into the media. They may also be challenging and may not always have the desired outcome. Each approach from the media for interview should be considered individually and thought given to whether or not to participate. If a decision is taken to participate in an interview, time should be invested in planning in order to achieve the best possible outcome. 8

Are you ready for an interview? You are ready for an interview when you: Are able to manage your feelings about the issue and are not at risk of becoming too angry or upset. Are not too personally involved with the issue being reported. Have time to prepare and are authorized to participate. Are currently well and believe that participating will not cause you unmanageable stress. Have good support and feel confident about talking to the media about the subject matter. 9

Are you ready for an interview? (2) Feel your right to privacy will be respected. Trust the motives of the journalist will fit with your reasons for wanting to do the interview. Are comfortable with the effect your participation may have on your family or community. If you are not fully confident of any of the above, it may be better to wait and participate at another time. 10

Handling tricky questions Ask the interviewer to clarify difficult, ambiguous or leading questions. Instead of saying ‘no comment’, explain why you are unable to answer the question, e.g., ‘That is out of my area of experience.’ Skirt questions rather than refusing to answer. Make passing reference to the question and then direct your response to broader issues or new information. If a story is about adverse events, do not give unnecessary information that may worsen the situation, e.g., additional details about a suicide. Avoid answering ‘what if’ questions. Try to keep coming back to your main points. 11

THANK YOU

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