Media Seminar
Meeting: March 17, 2007
We want your stories! We are all waiting for the “Hey Martha Story”, said Jim Creskey, publisher of The Hill Times and senior editor for the Embassy newspaper. You want a story that prompts to lean over the neighbour’s fence and say, “Hey Martha, did you hear about this?”
On March 15, 2207, people representing a variety of professions from nursing to non-smoker’s rights and health spas, and students gathered at Embassy West early Saturday morning, eager to learn from five media experts how to get the attention of the media. The one-day seminar was presented by the Media Club of Ottawa. At the end of the meeting they walked away with an extensive arsenal of tips, and an insight into the business of publishing.
The Media Club of Ottawa had invited representatives of print media, radio, and TV to talk about “Delivering Your Message Effectively to the Media.” They were: John Brenner, Station manager at CFRA; Jim Creskey, publisher of the Hill Times and senior editor of the Embassy newspaper; Nevil Hunt, editor of the Kanata Kourier-Standard; Leigh Chapple, late news anchor at CJOH; Michel Cleroux, retired media relations chief for various federal government departments.
Each of the speakers emphasized the importance of the story itself. John Brenner called this the WOW factor. The message needs to be so compelling that it is impossible to resist, he said, and he listed important questions to ask when considering a story: “Who cares? Why should they care? What’s in it for them?”
Each speaker had a particular way to present the essence of a good story, and the factors that play a role in gaining access to the media. The overall message was that for a story to be chosen from the hundreds of stories being submitted daily to the media, it must be compellingly human and timely. For something to be news, there must be a story that is relevant to the readers; there must be real people involved and real experiences.
Each speaker had a particular way to present the essence of a good story, and the factors that play a role in gaining access to the media. The overall message was that for a story to be chosen from the hundreds of stories being submitted daily to the media, it must be compellingly human and timely; that for something to be news, the story must be relevant to the readers; and that there must be real people involved and real experiences.
Leigh Chapple, Nevil Hunt and Michel Cleroux also stressed that the quality of the story is as important as knowing how to communicate with the media. “There is a need for stories that are new and fresh, and the timing must be right” said Lee; making clear that in addition one must take the time to find out whom to approach and the best way to do this.
Nevil Hunt pointed out that for a community newspaper the story must have a local angle. “If you want someone to cover an event you are having”, he said, “send a bullet list and make sure the address of that event stands out”.
Michel Cleroux noted that speaking to the media has its dangers. “You can’t control the media, he said, but you can control what you say. Speak to the right person and negotiate the interview” was his advice.
Knowing how to approach the right person at the right time is also important. This requires a good understanding of the media and what they are about. Jim Cresky said that a good deal of research is necessary to do this. The integrity of the message and its completeness are important. How to submit the message may depend on the media. For some papers a press release with a good photograph is appropriate.
The speakers gave many good tips and examples. The audience felt enriched by the experience, and came away with a better understanding of what is involved in “having the media tell your story”.