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Responding to journalists' requests

Journalists want contacts that they can trust and who are helpful. They want contacts they can contact on a mobile phone. They want contacts who call them back. They want contacts who give them the information that they need in a succinct, easy to grasp way.

When a journalist calls or emails you

  • Find out as much as you can about the story they're writing. What's the angle they're taking? Who's involved?
  • Ask if the journalist's article is commissioned. Be careful not to run around doing hours of research for a freelancer who's just vaguely fishing for a story.
  • Journalists may ask for you for a quote. Be clear and concise. Don't be bland and avoid using any jargon. 
  • Be clear if you want to have a conversation with the journalist "off the record". Journalists will respect this if you are clear.
  • If you're not sure about a fact or an issue don't be afraid to say that you'll need to call them back. Find out what you need to fast and call them back asap.
  • Don't promise them what you can't provide. Journalists who are up against a deadline hate it when PRs offer them case studies which fall through or information which never appears.
  • If the journalist is asking you for a case study ask who else they've approached. See the article all about working with Case Studies. 
  • If you can't help them with their story do give them another contact or lead. They'll appreciate this and come to think of you as a source of good information and insider contacts.
  • If you can't help them on their story, tell them you'd like to have a chat at some time about other possible stories you might have for them.
  • If you've helped a journalist out do ask for a mention in the article or programme. Follow this up with an email saying "it would be wonderful if you could mention us as xxx charity". More on this in the article Getting credit when credit's due.
  • Explain that you need volunteers. Tell them that if they managed to get that message into their article it could make a huge difference to your organisation and the community.

When a journalist comes to visit you

  • Plan what you want the journalist to do during their visit and what you want them to see. Find out in advance what the journalist wants from you.
  • Think carefully about who you want the journalist to meet during their visit.
  • Brief everyone in your organisation. Explain what the journalist will be doing and what the story they are writing is about. Get them all “on message” and deal with their concerns. Some may not want to appear on camera or talk with the journalist.
  • Meet the journalist yourself and give them tea or lunch before they begin. This is your chance to befriend the journalist and to reinforce your key story messages.
  • Don’t be too protective. Trust the journalist to chat with case studies, volunteers and your colleagues. The journo will want to get a real “feel” for the organisation.
  • Make sure the journalist/ camera crew / photographer get the pictures they need. This could be the key to making sure your story makes it to print/ broadcast.
  • Follow up their visit with a thank you email, telling them how much you’re looking forward to seeing the story. Also see the article Getting credit when credit's due. 

How to get requests from journalists

How do you get into journalists' contacts books? You can receive requests from journalists direct to your email inbox using these services:

  • askCHARITY : You can register for free to receive requests from journalists. Great for filling your contacts book with the details of journalists and programme makers interested in charities. Also good for making contact with (hard to find) freelance journalists.
  • ResponseSource : Also offer a similar requests service but it's mostly used by consumer journalists (fashion, travel etc.) You have to subscribe to the service to receive requests (costs approx. £200 per year) 
  • ExpertSources : A directory of experts which is marketed to the media. You can add your Chief Executive to the directory detailing their subject specialism and advertise your organisation as available for media interviews (costs approx. £30 per year)
  • PressChoice : Another (less well known) online directory of experts, mostly used by consumer journalists.

Find out more in the article Building your contacts book.

 

Read the next article in this section.... Getting credit when credit's due