Jain Spirit 2003 12 No 17

Author(s): Jain Spirit UK
Publisher: UK Young Jains

Page 29

Getting Dharma Into The News
OF
GR CHILL GREETING
EAST ANGLIAN
DAILY TIMES
2. Build your contacts Make a list of media contacts and organise it into the following categories: • Wire services • Local print media, radio and TV • National media Record the name and title of each contact person (you may have more than one contact person for each organisation), the name of the publication or station, the address, telephone number, fax number and e-mail address.
For print media, get the name of the news editor (also called city editor, news director or assignment editor), the features editor and the person responsible for the community calendar or bulletin board. For radio or TV stations, call to ask for the name of the assignment editor. Update the list every three or four months. To grow your list, keep a notepad handy as you read the paper and watch the news. Jot down the names of reporters who cover the kinds of stories you would be offering them. One of the most effective ways to develop your list is to place a media sign-up sheet at your event for reporters to leave their contact info. Make sure someone is at a strategic spot asking people to sign in.
JAIN FESTIVAL COMES TO TOWN
TO PROMOTE NON-VIOLENCE
Newspapers are always looking for news
3. Pitch your story Mail your press release to the media three weeks before the event so they can put it on their calendar, then fax a news release to them a few days before. Even if they don't attend the event, they may use your press release and other materials to write a story.
Always call on the morning of the event. The best time to call contacts at a daily paper is in the morning between 9:30 and 10 a.m. As it gets later, the staff will be more pressed for time. Call your contacts at an evening paper in the late afternoon, when the paper has just gone out. It is best to call radio or TV reporters as early in the day as possible if you're trying to get on an evening broadcast. After 1 or 2 p.m. the staff will be rushing to edit the news they already have.
When you call, don't read your entire news release. Just give them the essentials: "Hello, I'm calling to let you know that the Jain temple will be holding an open house to raise funds for families afflicted in the Gujarat earthquake, tomorrow at 11 a.m. at 1213 Market Street. Our contact number is 342-7018 if you'd like more information. We've sent a release to the news desk."
If reporters call you, always return the call promptly - they're usually on a tight deadline. No matter how rushed or abrupt the reporter may be remember that the community, not the reporter, is your audience. Be enthusiastic, cooperative and friendly.
4. Make the event a success It is important to have simple, clear handouts. Too much literature will overwhelm a busy reporter. Your news release, an easy-to-read fact sheet on Jainism and a brief description of the history behind the event should do the trick.
Reporters sometimes look for an angle, a specific aspect of the event to focus on. To make their jobs easier, tell them about any interesting visuals, such as ceremonial dress or decorations, or about a person at the event who has an unusual background. They usually want to interview someone who can deliver the main message of the event clearly and directly. A designated spokesperson (probably you!), should write down the five most important points in order of importance, and practise saying them in concise and upbeat style. You should be very familiar with the points but resist memorising them, as that comes across as unnatural
On the spot: . Try to make your point in 20 seconds or less. . Don't worry about repeating yourself: It just increases the chance that what you want to be heard actually will be.
PHOTO: JAMES MATURIN-BAIRD
December 2003 - February 2004
Jain Spirit 27