Getting our message to the media

or "What you missed at last night's T&D!"

Presented by Alison Robb (Weber Shandwick) & Kirsty Regan (newsdirect & knowhow training)

• 39 Steps design FSB Scotland's Manifesto for Small Businesses
• Techieteam launch new computer technical support service
• Ark Housing promotes tenant participation initiative in the north-east
• Duncan Thorp campaigns for the Scottish Parliament
• Sunday Brunch Club goes from strength to strength
• Employment law specialist offers advice
• JCI Edinburgh launches The Oustanding Young Persons Awards 2007

These are just a few of the headlines that JCI members used as case study material at last night's T&D session at Edinburgh's Sheraton Hotel. The session started off with a group discussion about different types of media, in particularl the range of different printed publications that can be targeted and a comparison of their shelf-life, readership and editorial direction.

The question "Newsworthy or Not?" sparked some interesting contributions on what people perceived as the key criteria. 'Sex' and 'celebrity' were first on the 'what makes the news' list! But thankfully 'uniqueness', 'being first' and 'human interest' soon followed with other business-focused ideas also emerging. Alison also gave her ideas on what should be on the 'Not' list, with some tips on getting the right quotes and the importance of advance warning.

Julie's experience of launching the JCI Enterprise Workhops earlier in the day, gave us some practical tips on the key points of a press release - the "who, what, where, when, why & how"

Click here to read the Scotsman's report on Julie's press release

"If you can't set the agenda, know the agenda" was the message for those keen to pitch features, profiles or expert comment. Diary dates such as Valentine's Day, awareness weeks and political dates (e.g. the Budget) were all proposed as potential opportunities for pitching ideas which linked to these themes.

Under the topic of 'Doing it Yourself', the group also considered Letters to the Editor and other types of article which could be submitted already written, rather than pitched for a journalist to interpret.

Lastly, Kirsty introduced the idea of 'media-tors', people who could act on our behalf to establish links to journalists and the media. PR and media consultants were first on the list. Members were encouraged to use membership organisations (e.g JCI, professional bodies) to assist with media promotion. Freelance journalists could be used to develop a win/win relationship for pitching stories. Also, media websites such as www.allmediascotland.com could help provide media contacts.

A view from a JCIE member

This training allowed me to discover the media world and more accurately how to engage with it in a practical way and use it for my best interests.

Whether promoting a business, making others aware of your ideas, communicating, whatever the purpose is, newspapers, magazines, even web sites can be an open door to get the message that you want to transmit more successfully.

We spent some time considering the influence of several well known media in order to detect the essence of the information used.

Then we learned some tips and tricks for approaching a journalist and how to understand the journey of the press release for its publication and that clarity will ease that process. I've also learned how to use my cellar more appropriately (who would have believed that a bottle of wine could be part of the strategy ...). The entire topic was explained effectively by Kirsty Regan and Alison Robb who added spice to their comments by some personal experiences followed by audience examples.

Gabrielle Mora

If you missed last night's session, but would be interested in seeing the materials - please contact T&D Director, Stuart Ullathorne by emailing stuart_ullathorne (at) ejcc.org.uk

JCI Edinburgh are currently recruiting for a Communications Team for 2007. If you could help compile news content and help promote our projects, please get in touch with Chris Thompson, Comms Director by emailing chris_thompson (at) ejcc.org.uk