10 Insights in Working with the Media
1. Start by assuming the best of journalists.
Most journalists would like to do their part to help those living in poverty. Still, they must adhere to other expectations of their editors and/or publishers who ultimately approve or reject all of their story ideas, and who are often primarily focused on selling more papers, increasing advertising revenue and improving ratings.
2. Understand the pressures faced by most journalists.
Most journalists are overworked and up against tight deadlines. Late afternoons are especially busy for most journalists as they approach deadlines. Don't take it personally if you call a journalist and they simply don't have the time to speak with you because of these pressures. In providing information to a journalist, you can make their job easier by having carefully thought through how it is relevant, interesting and newsworthy to their audience.
3. Expect some of your approaches to be rejected.
Many newspapers receive dozens of letters to the editor for every one that is printed. Remember that your success in gaining media coverage will likely be related to the number of times you try. If your letter to the editor isn't printed, or your news release isn't picked up, don't be afraid to enquire why.
4. Don't be intimidated.
It is very likely that you already know more about the global and/or your country's TB epidemic than anyone else in your immediate community. A professional and competent journalist will usually value establishing contact with well-informed community members.
5. Be passionate and persistent.
The fact that you may have nothing personally to benefit from your appeal speaks loudly in editorial board meetings and news events. Much more loudly then the voices of people advocating issues clearly in their personal self-interest.
6. Make it local and keep it relevant.
More often than not, small and medium size media outlets focus on issues of greatest concern to their community, state and region, rather than on international issues. To gain coverage of the global TB epidemic in these media, extra creativity is often required to make the connection between the interrelationship of Kinshasa, for example, and Kansas City.
Tips for localizing global topics:
- Put local TB outbreaks in context of the global TB epidemic.
- Have a member of your organization interviewed on their visit to a TB project in a developing country.
- Invite a former TB patient to address a community forum in your locality.
- TB bacilli require no visas to cross international borders. As a third of the world’s population is latently infected with the disease, there is no effective way to screen those who may eventually become sick from the disease from entering your country.
- There are likely people in your community who were hospitalized with TB or who lost family members to the disease many decades ago. Consider using their voices and experiences in your media activities.
7. Be creative.
Much of what makes news these days falls under the category of “human interest.” That is, it involves something extraordinary, personal, creative, humorous or even shocking. Consider novel approaches in attracting the attention of your local media to the global and/or your country's TB epidemic.
8. Yet it is appropriate to take the high ground in making your case.
Sometimes, it is right to report on an issue not only because it affects the citizens of your community, but because million of lives globally hang in the balance.
9. Be opportunistic.
Rapid response and timing can often determine whether or not journalists are receptive to your issue. Your perspective on news of a local outbreak of TB will be much more valued within a few days, than after a couple weeks, of its occurrence.
10. When in doubt, don't make anything up!
If you are questioned on something about which you are uncertain of the answer, don't take a good guess at providing an answer! Rather, promise the journalist you will get back to them with the correct figures or information. And remember that anything you say can be printed. When you do want to provide some important background information, but not be quoted or have it attributed to you as a source, clearly state that the information is “off the record.”
