Journalist Whispering; How to get journalists on side.
-
Upload
john-rockley-media-presentation-trainer -
Category
Marketing
-
view
240 -
download
5
Transcript of Journalist Whispering; How to get journalists on side.
Journalist Whispering;
How to make them
listen.
By John Rockley
@johnrockley [email protected] www.jdoubler.co.uk
What you need to know.
1) What journalists want.
2) How to make then listen.
3) How to become a ‘contact’.
4) How you can screw it all up.
@johnrockley [email protected] www.jdoubler.co.uk
Remember;
Journalists
responding to PR
are like deer...
Scare them away
and you won’t see
them again.
Make too much
noise and you
won’t see them
again.
What do Journalists want?
Stories?
Journalists
want to go
home.
No matter what journalists say, journalism
isn’t special. It’s like working in a sausage
factory… only the sausages are made of
news.
Every day is the same; a programme /
publication that needs to be filled with
‘stuff’ some of the stuff is a bit dodgy, but
as long as no one finds out what’s in it it’ll
be OK… Like a sausage.
Journalists are like factory workers.
They all have lives outside that are
more important than the life inside.
They just want to go home.
0
2
4
6
8
10
Difficult Perfect Reality Hoped for
Effort
Quality
Feedback
Help them go home by helping them make news. The
reality of news is that it takes a lot of effort to produce
something below par. Help them produce content
that they have to work for, but is good quality.
How to make
journalists
listen
Make it easy
Clarity, narrative, emotion
Be clear what the story is…
Does it have a narrative or is it just
information?
What is the emotional heart?
Clarity, narrative, emotion
Ask yourself…
What is the story?
What is the story?
WHAT IS THE STORY??
Clarity, narrative, emotion
Tell a story, don’t present information.
Who are the people?
(people buy stories about people)
What is your ‘default narrative’?
Clarity, narrative, emotion
From the point of view of the audience ask
yourself…
Why should
I care?
How to become
a ‘contact’
The average person who
contacts a media
organisation is the sort of
person who contacts a
media organisation.
BE NORMAL
BE A CONSUMER
GET UNDER THE RADAR
Piggy-back
Journalists love consumers.
Journalists love being heard/read.
Journalists need our love.
Piggy-back
Wait for ‘love to hear what you
think about this…’
Connect with the individual
journalist.
Piggy-back
Journalists love you
Because you’re not…
Piggy-back
Invite them in.
“If you want to see how it really
works come and see me”
Remind them.
“If you ever need a *** call me”
Do…
Be Reliable
Be Available
Be Quotable
Do…
Phone at the right
time.
Do…
Send the press
HUGE PICTURE FILES
Do…
Take NO for an
answer
Don’t…
Send press releases with
large attachments to
Radio Stations
You’ve just crashed their desktop
and they now hate you, and they will
never forget it… EVER.
Don’t…
Write more than one
screen. No one likes
to scroll down to the
bottom of things that
frankly they would
prefer
Don’t…
just say yes.
If you’re not the right person, tell
them. There’s more reputational
damage by ‘busking it’.
Remember
You have 100%
control over what
comes out of your
mouth
www.jdoubler.co.uk
Helping you sound like a normal person
@JohnRockley
07905 428905