• Frequently Asked Questions
• How to Work with the News Media
• Who’s Who in the Media?
• Tips to Get a Reporter’s
Attention
• Commercial News Media
• Create a Press List
• Hooking the News Media
• Developing Messages
• Sample General Messages
• Prepare Press Releases, Media
Advisories and Feature Stories
• Make Media “Pitch” Calls
• General Tips For Working With Reporters
• You Don’t Need an Event to Get in the
News
• Respond to Breaking News
• Offer Your Expertise Throughout the Year
• Send an “Op-Ed” or a Letter to the Editor of
Your Local Newspaper
• Arrange an Editorial Board Meeting
• Print and Broadcast Public Service Announcements (PSAs)
• Non-Commercial Outlets
• Valuable Public Relations Terms – Know the Lingo
What’s the best way for me
to reach the media with a story idea?
Media advisories, news releases, and pitch letters are three
of the best ways to reach members of the press. If you’re planning an event that you want
the press to attend, send a media advisory to the assignment editors of your
daily and weekly newspapers and local TV and radio stations. Distribute a news
release if you have something new or important to announce. Send a “pitch
letter” to an appropriate reporter to suggest a story idea and how you
can help him/her develop the story, such as with spokespeople, statistics and
other information or materials.
What’s the best way to get media
attention for my sleep center or sleep issues?
Sleep is a popular topic with the news media. Doing an event, such as a sleep
or health fair during National Sleep Awareness Week® or any other time
during the year, can be a good opportunity for news coverage. Providing timely
information to producers and reporters, such as tips to avoid driving drowsy
is also important. NSF provides media packets several times during the year
that can be useful for generating media attention.
How can I find out whom to contact with my story idea?
Pay attention to who reports on health (or education, business, etc.) issues
on your local television news broadcasts and in your daily newspapers. You
can also call the station or newspaper assignment editors and find out the
appropriate reporter, editor and/or producer. Prepare a list of these media
contacts and update it frequently
What are the best ways to get my messages across?
Develop no more than three key message points for any interview. Make your
message points short, easily understood, and persuasive. Keep them simple.
Don’t use clinical terms or jargon that may not be familiar. Use language
your audience can easily understand. And most important, repeat your key messages
as often as possible during an interview.
Organizations or individuals that master the art of working with the media reap
the benefits daily. Reporters and editors are interested in sleep-related issues
that are of importance to their audience. But in addition, sleep is an issue
with which they can personally identify. It’s important to provide your
local press corps with good story ideas on a regular basis. “News you
can use,” human-interest stories, and timely news stories are always
in great demand, especially when they focus on such important issues as sleep.
There
are many opportunities throughout the year to generate publicity for your
organization and sleep-related issues. This can be done by
organizing an event or just getting the word out to the public
through the media about your efforts and issues without necessarily
staging an event. Like any successful publicity campaign, your
efforts should be organized around specific goals, such as:
- To educate the public, other healthcare professionals,
managed care organizations, policymakers, and opinion leaders
about the benefits of adequate sleep and the health and safety
consequences of sleep disturbances and sleep disorders.
- To
raise awareness of your organization’s profile and
purpose among the public, referring physicians, and the
news media.
- To inform your target audiences about your sleep center
and/or your event (if you plan one) and to motivate people
to drop by your site (if applicable).
- To offer the news media
in your community a local angle on nationally covered sleep
issues and activities.
- To begin or renew regular, ongoing
relationships with local reporters.
The news media can help you deliver information about your organization and programs
to your community. If you’re interested in getting such attention, you
must get to know the reporters and producers who are interested in and report
on your issues, and suggest stories to them throughout the year. Developing
these relationships is essential for successful media outreach. If you don’t
know whom to contact, ask the assignment desk or the news director at your
local newspaper, radio, or television station.
- Note which reporters cover health and safety-related issues.
Put them on a list to receive your newsletter and other appropriate
mailings.
- When a reporter appears on a news broadcast or has a story
in the paper about health or sleep-related issues, send him/her
a note and fact sheet about your organization, your spokesperson,
and your work.
- Clip interesting sleep-related articles from professional
publications that reporters probably would never see. Send
them to reporters with a quick note saying, “I
thought you might find this interesting.”
The prominent news outlets in your community are: daily newspapers, the local
TV stations, the local talk radio stations—and the competition for their
attention can be tough, though not impossible. The following steps should guide
your efforts in getting that attention.
A complete, updated press list is one of the most important tools in media outreach.
The first step in creating this list is identifying the right contacts at the
right outlets. You can create your press list using a media directory such
as Bacon’s or Burrelle’s, which have detailed information about
newspapers, magazines, and broadcast stations and their personnel. These directories
are often available at public libraries, university journalism school libraries,
or some professional organizations such as local chapters of the Public Relations
Society of America (PRSA). You can also create a press list by noting which
reporters cover health and/or sleep-related issues or by calling your local
media outlets to find out the appropriate contacts.
The best lists are targeted
to specific topics (or “beats”) and/or
specific individuals who cover those beats. When possible, send information
such as media advisories or press releases to specific people rather than
only to titles (e.g., Health Editor, News Director). Sleep issues touch many
areas of our lives from health, safety, and the workplace to travel and sports.
That means these issues can be covered in different sections of the newspaper
or in different parts of a TV news broadcast. Think creatively when inviting
reporters to cover your issues or events. Ask yourself, “Who is most
likely to cover sleep events or issues?”
Sample contacts can include:
- Newspapers (from major dailies to suburban
weeklies)—Your
best contacts are city (or metro) editors and health editors;
health, education, business, and lifestyle reporters as well
as reporters or editors of other sections of the paper as
appropriate. If you are planning a news event, the news assignment
editor makes the decision about which events the paper will
cover.
(Note: Editors oversee particular sections of the paper.
Reporters are assigned to write for particular sections of
the paper, or to cover a “beat,” but the editor
usually has the final say about which stories appear in the
paper and their content. If you contact the editor, the story
will likely be assigned to a reporter, if there is interest
in the idea.)
- Television—Health, education, business,
and lifestyle reporters as well as segment and show producers
of news broadcasts should be on your list of contacts for
general sleep-related stories. If you are scheduling an event,
contact the news assignment editor or at smaller stations,
the news director.
Local TV stations often have public affairs
or other programs utilizing an interview-type format. Contact
the producer of these broadcasts to suggest an interview
topic and guest. You can call the shows directly to find
out the most appropriate contact for your sleep-related issues.
- Radio—Local radio
stations often have small staffs that wear numerous hats.
The news director can refer you to the producer of a specific
show. Be sure not to call on the hour or half-hour; that’s
when many radio stations broadcast the news. Don’t
contact the host of a program unless you know the person
well. Producers or news directors usually make program decisions.
Radio
stations often have large blocks of time to fill, so they’re frequently receptive to phone calls from organizations
suggesting guests or story ideas. Talk radio stations rely
on experts like you to fill their programming and generate
calls from listeners. But before you suggest a guest, do your
homework and learn about the demographics of the radio station.
Who are the listeners? What geographic area does the station
cover? You can usually get that information from the station’s
public relations or community affairs department, as well as
from the show’s producer.
- Magazines—There are magazines
for a variety of audiences, interests and localities. It
is likely that there is a magazine for your city, state or
region. Many of these publications accept articles written
by contributors offering your spokesperson a unique opportunity
for a byline. Local publications often accept calendar items
for events, though they may have a long lead-time between
when the material is sent and when the magazine is published.
And of course, sleep-related issues can be of interest to
a wide variety of magazines, from those that are general-interest
to those with a business, health, or education focus, among
others.
Look at the masthead to find an appropriate editor, and
send him/her a “pitch” letter suggesting
a topic to be featured and
other details to make the story “come alive,” including spokespersons
(who may include your medical director as well as
patients).
- Wire services—such as the Associated
Press, United Press International and Reuters have bureaus
in many cities, particularly larger ones. (A wire service
supplies stories to its clients, usually local daily newspapers,
TV and radio stations). A wire service story often gets distributed
beyond your immediate area, offering you the opportunity
for regional or even national media attention. Your best
contacts are: bureau chiefs, and reporters who cover health
or other relevant issues such as education, the workplace,
etc. Contact the daybook editor if you’re planning
an event; the daybook lists events taking place each day
in the community for reporters.
To generate media coverage, you must create a news “hook,” or news “angle”;
that is, a reason for a reporter to tell your story. NSF’s new poll data
would be a “hook” for National Sleep Awareness Week®; new research
studies could provide news hooks or angles throughout the year.
While reporters
don’t like to be told how to cover a story, most do appreciate
leads on potential story angles, sources, and interviews. Look at your event
or story with a reporter’s eye. Are you releasing new information? How
does this issue affect the community or individual viewers or readers?
Can you
identify someone who can tell a personal story about the importance of adequate
sleep and treatment of sleep disorders? Is there an interesting “visual
aspect” to the story that will be useful for photographers and TV
crews?
Keep these hooks in mind when developing publicity materials
and talking to reporters:
- The results of recent National Sleep Foundation Sleep
in America polls indicate sleep deprivation is widespread in
America. A majority of adults say they do not get the recommended
seven to nine hours of sleep needed for good health, safety,
and optimum performance. But what about America’s children?
Are they getting the sleep they need? (Note: NSF’s
2004 Sleep in America Poll focuses on children and sleep).
- Drowsy driving and fall-asleep
crashes cause thousands of fatalities and injuries each
year. Research and cite examples of local crashes to help
put a “human
face” on the problem of sleep deprivation.
- According
to a recent NSF Sleep in America poll, about three-quarters
of American adults say they frequently experience at least
one symptom of a sleep problem, though most have not been
diagnosed. Your organization is working every day to address
this problem.
To succeed in working with the news media to get publicity for your organization’s
activities or issues, you must know how to use meaningful words, how to develop
messages that touch people, and how to navigate the world of publications, radio,
television, and the Internet. It isn’t difficult to become an excellent
media resource in your community.
Your messages are your keys to becoming an effective
newsmaker. They are important when you talk about your sleep center or organization
in interviews or other public appearances, and convey who you are, what you
do, why your issues are important, and why they should matter
to your audience. Messages should be easily understood, have
substance, and be persuasive.
While messages can be similar
for different audiences, they should be revised so that the
language is appropriate for those you are targeting.
Here
are some things to keep in mind when developing and conveying
messages:
- Keep them short — People can’t absorb
a lot of information at one time. Each message should be
about two sentences of 10 to 15 words. Short messages,
or “sound
bites,” also have a better chance of being used in
a story and reaching the public unedited.
- Keep them simple,
make them persuasive — Don’t use clinical terms
or jargon that may not be familiar. Use language your audience
can easily understand.
- Think “three” — Develop
no more than three key messages for a particular interview
or audience.
- Use them — Don’t wait to be asked
the “perfect” question. Look for ways to include
your messages in an interview.
- And most important, repeat
your key messages as often as possible during an interview.
Here are some general messages about
sleep that can be used throughout the year:
- Sleep Is A Healthy Choice! Our 24/7 world offers many choices – and
distractions. Staying up late to get more work done, searching
the Internet, watching TV, doing chores, or even going shopping
are but a few of the choices that compete with sleep. Remember — Sleep
is a healthy choice – and it is as important as exercise
and a good diet for a healthy life.
- Make time for sleep — Most
people need an average of seven to nine hours each night
to be their best the next day. A good night’s sleep
should be a regular part of your daily activities. Don’t
cheat on your sleep.
- You are how you sleep — The quantity and quality
of our sleep impacts the quality of our daily lives. NSF
polls show a link between the sleep we get at night and the
life we live during the day: how we see ourselves, how we
relate to others, how we feel and perform on a typical day.
According to an NSF poll, longer sleep time is linked to
less daytime sleepiness and more positive moods and attitudes,
such as feeling happy, full of energy, and relaxed. Less
sleep is associated with more daytime sleepiness and negative
moods/attitudes (e.g. anger, pessimism, fatigue, and sadness).
- Sleep is a necessity, not a luxury —If you’re
having a problem sleeping or often feel sleepy during the
day, you may have a sleep disorder, and it usually can be
treated. Talk to your doctor or health care provider.
A press or news release is usually prepared when you have
news—something
new to announce such as information on an issue or new research study, a new
service you’re providing, a new specialist joining your organization,
an event you’re planning, etc. A press release follows a standard format
that includes the “who,” “what,” “when,” “where,” and “why” elements
of a story. Think of a pyramid when writing a news release, with the most important
information presented first and the least important details at the end. Try
to keep your release to two pages, double-spaced, and use simple, easy-to-understand
language with short sentences and paragraphs. NSF distributes timely news releases
for use several times during the year. Most news releases have timely information
and should be distributed by fax or e-mail; however, if yours is more general
in nature (such as a new appointment to your staff), it can be mailed.
A press
release contains more details than a media advisory, which is used to announce
the specifics of an event in bullet format for easy reading. A media advisory
serves as the invitation to the media to cover the event. It also follows
the “who,” “what,” “where,” “when,” “why” format,
with specific details—when the event is being held, where, why, etc.
Distribute a media advisory about two weeks prior to your event or activity
so that reporters can add it to their coverage schedules. It is perfectly
acceptable to distribute both a media advisory and press release, but distribute
them at different times. You can also prepare and distribute a feature story,
which is similar to a press release, but instead of containing new information,
the feature story is more general. Feature stories are often included in
the media packages NSF distributes periodically during the year.
Examples
of press releases, media
advisories, and feature
stories appropriate for
use throughout the year, can be found on this CD-ROM.
A few days after you’ve sent your event press release and/or media advisory,
follow up by phone with as many of the reporters and editors on your press list
as you can. Because reporters are often very busy, ask first if they’re
on deadline and tell them you’ll be brief. Confirm that they’ve received
your release, tell them why your story or event is important. If you are planning
an event, invite them to cover it (the purpose of your media advisory). Ask if
they’d like any additional information, such as the “Sleep IQ Test,” the “How’s
Your Sleep?” self-test, the “NSF Sleep Diary,” or NSF brochures.
Conclude by thanking them for their time and consideration.
You can also send a pitch letter to a reporter
or producer suggesting a story idea and/or interview with your spokesperson about
a particular issue.
When working with reporters, remember that you have different agendas. You are
selling, the reporter is buying. Some tips about contacting the media to cover
an issue or event:
- Get to know the news people in your area and help them
get to know you as a valuable and reliable resource. Nurture
and maintain these relationships.
- Have important statistics
about sleep issues at your fingertips. NSF’s polls
are a good resource for this information.
- Before contacting
the media or giving an interview, define your objectives
and develop your messages. Remember what your hook or major
point of interest is for the proposed story.
- Make your best
story pitch; suggest a variety of story angles they may
use.
- Be sure to explain why your story idea and the surrounding
issues are important. You are the expert on the issue, the
reporter probably isn’t.
If you (or another expert) are being interviewed:
- Preparation and knowledge are keys to a good interview.
Always get an idea of the focus of the story and the types
of questions the reporter wants to ask before you agree to
an interview.
- Talk to the reporter or producer to confirm the interview’s
focus beforehand. Ask questions and suggest discussion topics.
If the reporter hasn’t interviewed
anyone from your sleep center before, send him/her a fact
sheet, a biographical sketch of the person being interviewed,
and other relevant information.
- Decide in advance what your
main messages are and rehearse them. Limit yourself to
no more than three key points.
- Anticipate questions. Gather
the facts, refine your messages, and prepare talking points
so you won’t
be caught off-guard.
- Keep it simple. Don’t use clinical
terms, acronyms, or jargon that may not be familiar. Use
language your audience can easily understand.
- Personalize
the story. Explain the meaning of statistics you give with
examples of real people (from whom you have already received
permission to refer media to for interviews).
- Stay on message.
A reporter may try to lead you to say something you don’t
want to say, particularly if you are discussing a controversial
issue. Be responsive to the questions, but redirect your
answer back to the message you are trying to convey by
saying, “The real point is...” or “We
must focus on...” and then get your points across.
- Remember — there
is no such thing as “off the record.” If you
don’t want to hear
or read something you say, don’t say it.
For television or radio interviews:
- Before agreeing to a television or radio interview, make
sure you know the program format, the host, and if possible,
who the other guests will be, if any. Ask if the program
will be “live” or taped;
if taped, will it be edited? Will there be questions
from the studio audience, or call-ins?
And some tips for TV interviews:
- Ignore the cameras. Look directly at the reporter during
the interview.
- Wear brightly colored clothing but avoid patterns and stripes,
which can be distracting on-camera.
- Use props or other visual
aids, if possible.
There are opportunities to generate media coverage for your sleep center without
a special event or activity. NSF’s Sleep in America polls are excellent
resources for you. For example, you can include the data in news releases or
feature stories you send to the media, positioning your spokesperson as an expert
on the issues. The polls are on NSF’s Web site at
www.sleepfoundation.org.
When a relevant national or local news story breaks (e.g., a fatigue-related
accident, a research discovery related to sleep, new policymaking initiatives
relevant to sleep/fatigue issues, etc.), contact your local media immediately
to offer expert commentary or background information.
Make sure your local media representatives know you are available as a valuable
and reliable source of information on sleep-related issues throughout the year.
Contact them by phone, mail or e-mail offering your expertise and availability,
and summarize your qualifications. You can also send a periodic “pitch
letter” suggesting story ideas. (The sample pitch letter included on the
CD-ROM can be easily adapted). Follow up with additional notes or phone calls
periodically, especially when there are relevant news events such as a crash
involving a drowsy driver or other sleep-related incident.
Suggest times during
the year when sleep issues become topical (the change of clocks to Daylight
Saving Time or back to Standard Time, for example, or holiday
periods such as Memorial Day, Independence Day, Labor Day,
Thanksgiving, Christmas and the New Year, when there is a greater
likelihood of drowsy drivers being on the road). Ask patients
who have compelling personal stories and good communications skills if they
would be willing to be interviewed by media representatives.
In other words, think like a reporter!
Opinion pieces (called “op-eds” because they appear opposite the
editorial page) are usually written by experts in their field or by prominent
people in the community to comment on a particular topic. Most op-eds are between
500 and 1,000 words in length. Check with your local paper to find out the preferred
way to submit an op-ed and how far in advance the article should be submitted
prior to a possible publication date.
You can write an op-ed identifying the dangers and consequences of our growing
national sleep debt, using NSF’s Sleep in America poll statistics
or details about sleep disorders and other factors affecting sleep; or you can
discuss local or national policy issues (such as school start times, graduated
licensing, or state regulations as they relate to the risk of fatigue-related
incidents); or general calendar-driven issues (such as holidays and fatigue or
drowsy driving during heavy travel periods). For reference, see the sample op-ed
on the CD-ROM accompanying this Toolkit.
Letters to the editor are much shorter
(usually less than 200 words) and are more likely to be printed if written
in response to something that has already appeared in the paper
(e.g., a fall-asleep car crash). Monitor the media regularly
to see if any events have occurred where sleep/fatigue issues
play a role and where an opportunity may exist to comment as
a sleep professional. You can usually get details on how to
submit a letter to the editor on the paper’s editorial
page, where these letters usually appear. For reference, see the sample letter
to the editor on the CD-ROM. Be sure to include your daytime telephone number
and your local address on your letter.
Every daily newspaper and many weeklies have an editorial board that determines
the views of the paper on various issues covered on the editorial page. Set
up a meeting by calling a member of the editorial board; members’ names
appear on the editorial page. Be prepared to clearly state your position and
its importance to the community. Consider bringing along a colleague or patient
who also can be persuasive in articulating the issue. Prepare concise handouts,
including statistics, to leave behind for the board’s review.
PSAs are print ads and broadcast spots used by newspapers, magazines, and radio
and TV stations as a public service to the community, at no charge to the sponsoring
non-profit organization; the space and airtime are donated. PSAs can be sent
to editors or advertising managers of local newspapers, and public service directors
at television and radio stations; however, it’s a good idea to call your
local media outlets and find out who handles PSA placements and the deadlines.
A cover letter should be sent with the PSAs to encourage their use. Briefly highlight
the importance of the issues — the prevalence of sleep problems in America,
the consequences and dangers of untreated sleep disorders and how your sleep
center is working to address these issues in your community. (A sample cover
letter to accompany generic or “evergreen” PSAs that can be used
throughout the year can be found on the CD-ROM. Scripts for generic radio PSAs
are also included.)
The traditional media are not the only game in town. In fact, you’ll find
there are many fewer competitive news outlets that are eager for information
to fill their publications. These groups reach very targeted audiences, may be
more likely to cover your story, and sometimes will run your press releases verbatim.
- Local Cable-Access Television Stations — Cable-access,
or public-access television offers another avenue to be heard
in your community. Many of these stations will air high quality
video pieces submitted by organizations; they may also have
panel or interview type shows with a format that invites
guests. It is often possible for you to produce your own
program that you can then publicize in the community. Contact
the station’s program director for information
about the station’s programming and policies.
- Community
and faith-based publications — Announcements
in neighborhood weeklies or advertisers and church or
synagogue newsletters are great for letting local communities
know about your event.
- Special interest
and professional newsletters — Try the local
chapters of professional organizations such as state or
regional sleep societies or state medical society.
- Patient
support/interest groups’ newsletters (e.g.,
sleep-related, mental health, parenting) — This
is an effective way to reach consumers and potential consumers
of sleep services.
- Business newsletters — Corporations,
hospitals, colleges, and other institutions publish in-house
newsletters.
- College or high school newspapers — If
you’re
trying to reach a student audience, send releases to school
newspapers.
- Non-press — Send press releases
and advisories to other individuals and groups you
want to inform or influence, including:
- referring physicians
- funders
- managed care organizations
- legislators
- community leaders
- collaborating agencies and institutions
Be sure to post
announcements in your sleep center and
on your Web site, as well as in any affiliated hospitals
or universities. And don’t forget to ask if the facility
you have selected for your event can help you with publicity.
Assignment
Editor – At larger newspapers and television
and radio stations, the person in charge of designating who
will cover what stories and/or events.
Backgrounder – Information designed to provide data
and insights to assist an editor or reporter in covering and/or
reporting a story.
Camera-ready artwork – Artwork that is ready for photographing
before being printed.
Evergreen – Articles or materials that have no time
limits. Content remains applicable for a long period of time.
Exclusive coverage – An agreement to guarantee some
kind of coverage (interview, article etc.) to a single media
outlet. Use carefully and sparingly, since an exclusive agreement
with one media outlet often discourages coverage by those excluded.
Fact sheet – Usually a one-page listing of salient or
important individual facts.
Feature editor – At larger newspapers, the person in
charge of selecting human interest or other non-breaking stories.
Headline – Brief summaries in large type carried over
stories and articles to give editors and readers the gist of
the item.
Inverted pyramid – A technique devised for newspaper
writing that places the most important information and facts
at the head of the story, adding secondary information in the
body in a descending order of interest and importance.
Media alert or advisory– A one-page notice of an upcoming
event, including key facts to attract media coverage.
Media/press kit – A collection of information (news
release, fact sheet, brochure, etc.) to provide editors and
reporters with the facts and background needed to understand
and cover an event or program.
Media targets – Specific sections or branches of the
media selected for specific public relations efforts (e.g.,
health editors).
News (or press) release – A report written in news style
designed to provide editors, reporters and readers with the
information available on a news or feature story.
Online chat – A Web-based question and answer session
between an expert/authority in a field and the general public
or a specific audience. Online chats generally include a moderator.
Op-ed – A section of many newspapers, frequently found
opposite the editorial page, which carries syndicated columns
and articles from outside contributors writing on matters in
which they have a special interest or expertise.
PSA, public service announcement or advertisement – A
brief message on behalf of a nonprofit organization that is
broadcast on TV and radio or printed in newspapers and magazines
in the public interest. The media outlet contributes the air
time or print space; there is no charge to the organization.
Spot or hard/soft News – The difference between ongoing
current events of immediate interest (“spot” or “hard” news)
and items that retain interest or value for a longer, sometimes
indefinite time period (“soft” news or features).
Target audience – The intended audience of public relations
campaign (general public, healthcare providers, college students,
older adults, etc.)
Web link – an icon on a Web site that provides a “door” to
another Web site. |
