1. Getting your story across in the local media Callingham & Edwards Limited 1

2. Chaos and Mayhem Bad news is good news – they’ll come to you Good news has to be served on a plate, looking tasty 2

3. Identifying your audience Who are you talking to? Parents? Ministry? Union? Voting public? 3

4. Choosing the right vehicle Local or regional newspaper Suburban throwaways Local radio Local television Magazines 4

5. Getting it out there Newspapers consume a lot of material Radio stations need stories So does local television BUT: They won’t tell your stories unless they know about them 5

6. Who to contact Education rounds-person Suburban newspaper reporter or editor Local radio chief reporter Local television news editor 6

7. How to contact them Identify them Meet them Court them News releases by email Keep mobile number in your phone 7

8. Creating news News can be what you make it Thinking outside the square: School sports day/concert etc From Who Cares? to Woo-hoo! 8

9. Learn to love your suburban throwaway The parish pump Everybody looks at them Understaffed and overworked Often short of material More orientated towards ‘good news’ They’ll give you more space And bigger photos! 9

10. Newspaper, radio and television Keep them in the loop Let them get to know you Sunday events are more likely to get coverage Send regular media releases – but keep them short 10

11. Media liaison Too many cooks Appoint a media liaison person Feed them with ideas Keep your cameras handy Young colleagues are often very good at this 11

12. It’s a two-way street Make friends in good times A positive image will make your school stronger – internally and in the eyes of the parents and public 12

13. News releases – what do they do? Part of story is used – with or without photo Story used word for word – with photo (Yeah - right) Journalist follows up and expands – with photos 13

14. Writing news releases Story is contained within the headline First paragraph encapsulates and expands No more than 25 words – short and snappy Then tell your story Keep sentences short - avoid rewriting One idea to a sentence Avoid lists, except for effect 14

15. Length Keep releases short Keep paragraphs short Keep sentences short BUT: Attach background information 15

16. What your story needs WHAT WHERE WHEN WHO HOW WHY 16

17. Make sure There’s someone prepared to be interviewed Find the best person If it’s about students, approach students (and parents ) before sending out release Have contact information ready when the journalist rings Be prepared to do the liaison for them – big brownie points! 17

18. Add a photo to your release 18

19. At the end of your release For more information: Contact name Email address Phone number Mobile number Second contact (in case s/he’s not available) Be available!! 19

20. Timing Morning papers start the day before – about midday TV news (6pm) starts around 8am Radio news is constant Make sure your release arrives in plenty of time for editorial conferences Release on Sundays, over Christmas, holiday periods 20

21. Get out the pens! Write a news release for your upcoming school event! 21

22. Getting your story across in the local media Callingham & Edwards Limited 22

23. A Self Defence Course for Interviewees Callingham & Edwards Limited 23

24. First Contact Don’t answer questions Find out what they want Arrange to call back Record all your dealings with the media 24

25. To Be or Not to Be Interviewed If you can’t tell the truth - stay away Be honest and straightforward Consider a written statement 25

26. Turning Them Down Don’t make dishonest excuses Don’t give reasons Use “Cracked Record” If you don’t want it published - don’t say it 26

27. Getting Ready Key points Illustrations Weaknesses Marshal your arguments Make concessions 27

28. Agreeing to be Interviewed Make a contract Exclude topics Stick to arrangements 28

29. The Press Interview Never underestimate the power of the press The metropolitans The “suburban throwaway” 29

30. The Radio Interview Radio can be unpredictable On the phone In the studio Talk back 30

31. The Television Interview  Location 31  Down the Line  Studio

32. Broadcast Interviews Can Be Scary 32

33. How Should I Talk? Keep it conversational Pace, not speed Go “up a gear” Speak clearly 33

34. The Television Interview: How Should I Look? Dress appropriately Check in the mirror Sit forward, not back Talk to your interviewer Keep reasonable eye contact The occasional smile works 34

35. The Seven Golden Rules of the Interview Be straightforward Make concessions Correct mis-statements Front foot is best Keep it conversational Stories, stories, stories The “First Date Syndrome” 35

36. And Don’t! Talk in jargon Nit pick Be a smart arse Play games Tell jokes Lose your cool Try to “sell” 36

37. I Didn’t Get a Fair Go! Not happy? Say so. Complain to the appropriate authority NZ Press Council NZ Broadcasting Standards Authority 37

38. Media Handbook www.brianedwardsmedia.co.nz 38

39. A Self Defence Course for Interviewees Callingham & Edwards Limited www.brianedwardsmedia.co.nz39