I recently read a book published by the Association of Media Women in Kenya in 2003 on effective use of media.
Below are the highlights of what I picked from the book:#
- Information is power and mass media helps in disseminating information to a wider audience;
- radio and newspapers are good for prompt sharing of information;
- In order to be effective in communication, you need to have clear messages
Role of media
- the role of media is to educate, persuade and inform the public about current affairs;
Journalists depend on news tips that they receive from the members of the public. It is therefore important to inform journalists about what is happening in the community.
The types of news the media wants
- – a good story
- focused story
Building a relationship with a journalist
- create a personal relationship with the journos and start doing this as earlier as possible;
- ask the journos to reveal your name as a contact person to their colleagues;
- A journo is never off-duty and as a result be careful what you tell them;
- media cannot be ignored because they shape up our perspectives;
What do journalists consider as news?
- Timeliness
- personality – authority, leaders of organizations or well known people make news;
- When speaking to journalists tell them any other public office that you have held because this makes it likely for you to appear in the news;
- Impact – what is the importance of the issues being discussed? Make a well-thought out presentation in order to be given priority in the news. Always comment on important issues as well as on the ongoing debate on political issues for instance.
- Detail the effect that a particular issue will have on the people;
- Conflict: – present dissenting opinions or introduce new angles to issues. Do not be someone without an opinion, the media will label you as a fence sitter;
- Proximity – Discuss about issues within the area covered by the media channel.
- Unusual events- These kind of events are very interesting to read or watch;
Interviews
This is a session where questions are asked and answers given. Interviews are an important source of information.
How to prepare for an interview?
- Do thorough preparation to ensure success from an interview;
- Journalists should indicate topics to be covered in advance;
- Rehearse the interview that is do some mock interview with a friend of a family member;
- Always be prepared, you may not anticipate all the questions but this will help you not to be caught unawares;
- always tell the truth
- ensure that the media personnel can spell or pronounce your name properly;
- never go off-the record considering that the reporter or journalist does not have a moral or legal obligation to keep your comments confidential;
- You may not see the article or content before it is published;
- do not use jargon
- start with the most important information and then elaborate;
- whatever you say identify whether it is an opinion or a fact;
- If you have no answer say so and never guess the answer;
- Do not repeat negative words used in the questions and always give same answers to repeated questions;
- Make your final comment very clear and summarized and put emphasis on main points;
