Media Experts’ Top Tips
The media plays a crucial role in shaping dominant public discourses on the causes, ‘realities’ of, and solutions to crises. Therefore, it is important to reflect on the use of media in our work and the role it can play in effectively conveying key messages and findings. The below Expert Top Tips, featuring advice from the representatives of Save the Children UK, Heard and Project Twist, are derived from PRAN’s Media Engagement Workshop and will help you develop your media engagement strategies.
To engage with the media effectively, humanize your message with shared values, lead with clear solutions, and present data that enhances your story. Practice safe storytelling, set boundaries, rehearse responses, and create opportunities for media engagement to influence public perceptions on poverty and inequality.
Zino Onokaye-Akaka, Programme Manager, Heard
Top Tips
Humanise your message by drawing upon shared values that will connect with your audience and make the importance of the message clear to them.
Lead with solutions that are clear and actionable and be prepared for any tough questions.
Present data in a simple way that compliments your story, and does not overwhelm it.
Create opportunities for working with media professionals by making your openness to media requests visible. You could also organise events that bring media professionals into your space and create a supportive network.
Include children's voices in poverty communications to highlight lifelong impacts on their confidence, aspirations, and mental health. Avoid fear-based messaging; instead, empower audiences with children's ambitions and ideas to inspire hope and change.
Gemma Munday, Senior Stories Producer, Save the Children UK
Top Tips
Find accessible ways to include children’s voices in your communications surrounding poverty and the cost of living. Children have a lot to say and we should be finding ways that support this.
Highlight the long-lasting impacts of poverty in addition to current challenges.
Empower your audiences by sharing messages about poverty that offer solutions and ambition.
Penetrating the media can be tough due to time constraints and journalists juggling multiple topics. Despite these barriers, there are ways to effectively engage with them.
Mary O’Hara, award winning journalist, author and producer
Top tips
Make connections. Don't be afraid to reach out to individual media professionals who regularly cover your area either geographically or in terms of subject matter. Journalists are always looking for interesting and important content.
Start small. Don't bombard lots of media professionals or organisations at once. Cultivate a couple to begin with and then use this work as a way to open the doors to others.
Have a clear story to tell before the approach. What is the central message you want them to know about your organisation and the area you operate in? For example, is it something vital in communities but which doesn't get much attention?
Be able to sum up your objectives in a few lines. Never approach with an overload of information. It will most likely be ignored,
Make it clear how you might be helpful for future stories. Even if the journalist isn't working on a story/the subject when you reach out, make it clear you are there as a resource going forward.
