In an age of digital media, influencers and counter-factual truth, why bother with “the mainstream media”? As world leaders use the megaphone of social media and algorithms skew where you are heard, and what you see, polemic views gain ground and click bait headlines dilute political discourse.
For many it becomes overwhelming and they simply switch off and shut out world news. For politicians, it is a cacophony of noise that they have to make sense of, ever wary of the bear traps and pitfalls of journalist questions and media stories. Nuance is lost. Sound bites repeated ad nauseam prevail. Confidence and hope can be reduced to bluster and obfuscation.
In the world of public affairs, what’s the best way to get across your campaign messages and stories published in the media? Speaking to Citadel, long-serving Derren Hayes, editor of Children & Young People Now, said:
“In an ever more crowded market where it is difficult to gain airtime or column inches for your cause or campaign, it is vital to have a compelling story to tell and be sure your pitch speaks to the needs of the target publication’s audience. Too often I receive press releases that fail both of these tests.”
“Increasingly, editors are looking for content that offers their readers depth of understanding on complex issues and/or clear action points that they can take away to use in their professional or personal life.”
So where do we turn to and who do we trust to inform the issues of the day and reliably promote a particular campaign or cause?
Over the last 20 years, Citadel has tracked changes and benefits from a disciplined approach to media relations. First and foremost, securing media coverage is not an end in itself. To be effective it is just one part of communications to get your message across. Sustained over time media relations engages, presents and stimulates debate to garner support for changes to policies, services or opinions.
One constant is a carefully placed news-feature helps set the agenda. On the record comments and response from politicians can help give traction, prompting broadcast media to pick up the story, and featured online. A survey or poll will give a boost to the story, and sector specific media and journals give greater space for profile and analysis.
It’s important not to let go of the message, casting it to the wind in the hope of gaining coverage. Simply pumping out press releases or social media posts is political graffiti, seen but not heard, and rarely given much attention. Instead, knowing your target audience, a clear media plan will tailor and target the story each stage, ratcheting interest and maximising the chances decision-makers and influencers will hear the news across print, broadcast and online. This starts with concise and consistent messages that reduce the chances of misinterpretation and spin, while allowing media outlets and political commentators to add their own voice – not repeated parrot fashion – seen as credible and authentic.
And remember a good and engaging story has a beginning, middle and end. Know what you want and be clear on that from the start. When you add context to your key messages, highlight one or two points only which can be elevated to tell the story as a whole. When you conclude, use this to provide an answer, not just the problem, with a call to action – what to do – that avoids trailing off into a long wish list or rhetorical flourish.
Yet too rigid a media plan is a strait jacket. There’s high risk that a carefully planned feature is spiked or bounced out of a news-cycle by world events. Be prepared for false starts, and play the longer game, able to flex when and where to release your story.
Think of it as stimulating a conversation or extending a debate, to engage a wider public audience to shape the environment in which decisions are made. And be prepared to retell the story in other ways, from snappy social media posts to broadcast interviews, political briefings and policy presentations.
Children & Young People Now shares the 20th Anniversary of its Annual Awards with Citadel’s 20th year. The awards showcase innovation and outstanding practice across the children’s services sector, and champion those working with children, young people and families. The awards ceremony will take place on 20 November in London and, for the first time, with Citadel as a proud category sponsor.
Citadel 