Get to Know the Media and Media Staff
- A. Sources that will help you identify local media outlets
- Your college’s news service, media bureau, or development office.
- The Broadcast Yearbook (a reference found in most libraries).
- Local phone books.
- Your local Chamber of Commerce website. (You may be able to find this on the U.S. Chamber of Commerce website: http://www.uschamber.com/chambers/directory/default )
- City or county government websites. (You may be able to find these through the federal home page: http://www.usa.gov/)
- Local newsstands and kiosks (find free media such as pennysavers, newsletters).
- Check websites of relevant local organizations to learn about their publications.
- B. Get to know their staffs
- Read, watch, and listen attentively. Who are their reporters, sources?
- Check their websites for organizational hierarchy and their ranges of services and products.
- Understand their audiences (see Broadcast Yearbook for demographics).
- Attend events they sponsor. Be seen; hand out business cards.
- Don’t overlook small markets (pennysavers, public-access cable).
- Meet one local reporter (science writer or person who covers college news).
- C. What challenges do journalists and producers face?
- Reporters have far less time to produce stories (sometimes only a few hours).
- Many must also cover broader beats.
- Very few media outlets now have science writers.
- Many science writers are generalists and need background and help translating information.
- D. Your first meeting with a reporter
- Explain your background and expertise (stick to 3-4 main points).
- Ask questions: learn about reporter’s beat and interests.
- Take the lead, but let the reporter talk, too.
- Explain how you can be helpful.
- Talk in understandable language; prove your ability to translate for the public.
- If the reporter is a specialist in your field, ask how much detail to offer.
- References:
- ProQuest LLC Staff (Ed.). (2008) . Broadcasting and cable yearbook, 2009. New Providence, NJ: Bowker.