Media Outreach Tips

Click here to download a pdf version of the 2008 Social Work Month Toolkit.

General Media Tips

• Seek out journalists who have written about your issue or topic recently.  These individuals will be more likely to cover the topic again.
• Double check your contacts.  Journalists, especially those in smaller media outlets, tend to change beats and outlets frequently.  Those who you spoke with for last year’s Social Work Month may not be the appropriate contacts this year.  The media organization’s Web site can be an excellent resource for contact information and beat information for journalists.
• Use the local angle.  All of the materials NASW has provided can be modified to include local information or activities.  Local media are more likely to cover a local angle to a national observance.

Tips for Facts Sheets about Social Work

• Make Fact sheets available for the press.  They are good items to have on hand to provide to reporters.
• Include local facts about social work in your fact sheets.  Local reporters gravitate toward facts that have a local angle.
• Include local facts.  When holding an event, conference or presentation, have local social work facts on hand to provide to attendees.
• Make sure to include these facts in your press kits.  A press kit is a collection of background materials that you can send to media outlets.  Other items to include in a press kit can include a press release about the event and bios of key spokespeople for your organization.

Tips for Press Releases

• Send email.  Most journalists prefer to receive press releases via e-mail.  This gives them the opportunity to read all the information and quickly respond if they want more details.  Many news outlets list reporter’s names with their stories or in the “Contact Us” section of their Web site.  If you can’t find their e-mail address, faxing or mailing can be a second option.
• Write a clear subject line.  Include information in the subject line of an e-mail that will catch their attention.  It is also helpful to include a short e-pitch – a paragraph or two describing the press release and why this reporter should cover this story.  Think WIIFM – What’s in it for me (and my readers, viewers or listeners)?
• Don’t attach a press release to your e-mails.  Copy and paste the document into the body of the e-mail.  Most journalists will not open e-mails with attachments for fear that they may open themselves up to viruses.  If you have pictures or graphics to offer to a journalist, ask for their permission to send.
• Be available for interviews.  When you send out a press release, make sure that your spokesperson will be available for interviews.  Keep in mind a back up for an interview in the event that your first choice is not available.
• Follow up.  Following up with a reporter is a delicate balance between ensuring your success and annoying the reporter.  You should only follow up when you have new information to provide or when you have breaking, timely news.

Tips for Interviews

• Know your message.  Before your interview, review your key message points, such as those provided in this toolkit for Social Work Month.  Identify two or three essential points that you must get across during the interview.
• Be prepared.  Prepare several facts and anecdotes from your experience that you can share to underscore your main points.
• Try to avoid space fillers, such as “um” and “ah.”
• Be engaging, natural and firmly in support of your message.
• Make sure your message is simple and compelling.  Focus on answering questions succinctly, but don’t leave key points out to save time.
• Try to incorporate one key theme in all of your responses to a journalist.
• Avoid speculation and hypotheticals.  It may lead to being misquoted.
• Avoid technical terms, jargon and acronyms.  Only people who are familiar with your program are familiar with your terms.
• Do not say “no comment.”  If you cannot answer, explain why.
• Do not be afraid to say, “I don’t know…but I will find out for you.”
• Prepare for a live or broadcast interview.  In most broadcast interviews, you will be taped and will have the opportunity to restate your comment if something doesn’t come out quite right.  Thoroughly review your key talking points for a live interview because there are no “do overs.”
• Be confident.  You’re the expert in the interview!

Tips on Placing Letters to the Editor

• Learn how to submit.  Visit the newspaper or magazine Web site to find information on how to submit letters to the editor.  Many publications allow you to submit through their Web site.
• Time is of the essence.  If a response needs to be made to a story, the response must be made within a day or two of the article.
• Keep it brief.  Keep letters concise and always refer to the specific article to which you are responding.  Generally, letters should be 250 words or less.
• Be diplomatic.  If you are supporting the stance taken in an article, be sure to point out the valid arguments, while adding your own expertise.  If you are opposing the stance taken in an article, point out the flaws in a constructive manner and offer your opposing position.
• Include contact information.  Always include the contact information for the person who wrote the letter, along with the association or organization to which he or she is affiliated.

Tips on Placing Print Op-Eds

• Remember your audience.  When writing your op-ed, be sure to keep in mind the audience who will be reading the article – the readership of the publication.
• Make sure that the topic is timely.  Bring in local issues if it is for a local paper.
• Check the Web site for submission guidelines.  Most have word limits of 400 words or less.

Tips for Promoting Events

• Write a press release. Write a release announcing the event, including the who, what, when, where and why for the public.  Disseminate the press release two to three weeks before the event.
• Remind them.  Send a reminder about the event and make follow up phone calls with the press.
• Include calendar listings.  Send a press release about the event to the “calendar” and “week ahead” section of the local paper.  The Associated Press also has a daybook listing for each city.  Contact your local AP office and ask how to get a listing in their daybook.
• Have press kits on hand at your event.