Engaging with the News Media

What journalism does

Journalism is the work of gathering, checking, creating, selecting and presenting news. Its purpose is to serve the public. Journalism can inform and enlighten people, question those in power, stimulate action, widen the public conversation and uncover wrongdoing.

The media can act as a watchdog and as a megaphone for people whose voices are often missed. These roles matter during an election. Voters need reliable information about candidates, parties and public issues. Candidates need a fair chance to explain their ideas and answer questions.

You should not expect every story to support your campaign. A strong media relationship is based on accuracy and access, not on the promise of favourable coverage. Give reporters useful information, respect deadlines and correct errors with evidence.

Who is a journalist today

Traditionally, a journalist was a person employed by a news organisation and paid to gather news. Digital technology has widened the field. Individuals, community groups, non-government organisations and campaign teams can now publish information directly and reach an audience.

This does not remove the value of professional journalism. A newsroom has editors, deadlines and responsibilities to check information. It does mean that candidates should understand every public post as part of the wider information environment. A rumour can travel quickly, whether or not a reporter has checked it.

When you share information, state where it came from. Link to a report where possible. Separate facts from your opinion. Make it easy for people to contact you if they have a correction.

What makes something news

News is information that is new, significant or interesting to a large part of the community. Not every event is news. A private campaign meeting may be important to the people who attend, but it becomes more newsworthy when it reveals a clear policy, shows a measurable community problem or includes a decision that affects many people.

Journalists often look for seven news values:

• Impact: how many people are affected, and how seriously?
• Conflict: is there a disagreement or a question that needs answering?
• Timeliness: why is this relevant now?
• Proximity: how close is the issue to the audience?
• Prominence: does it involve a person or institution with public responsibility?
• Human interest: does it show how an issue affects real people?
• Oddity or unusualness: is there something unexpected that helps people understand the issue?

A good story may contain one or several of these values. You can make a campaign activity more useful to a journalist by explaining its public impact, its local connection and what is new about it.

Hard news and soft news

Hard news covers serious and time sensitive subjects such as politics, business, crime and industrial action. It normally contains important facts and figures. The story begins with the main point, then adds explanation, quotes and background. This is called the inverted pyramid because the most important information comes first.

Soft news focuses more on the personal or human side of an issue. It may begin with an anecdote and bring the main angle later. It is often less time sensitive. A profile of a first time candidate might be treated as soft news, especially if the story focuses on family or personal history.

Women candidates should not be limited to soft news. Ask for coverage of your policy positions, public work and responses to national questions. A human story can introduce you, but hard news coverage helps voters assess your ideas and your ability to represent them.

Preparing for a media interview

Before an interview, decide on three points you want people to remember. Write each point in one sentence and prepare one example or fact for each. Think about the difficult questions you may receive and practise a calm, direct answer.

During the interview:

• Answer the question first, then add context.
• Use plain language rather than party or technical terms.
• Keep returning to your three points.
• Do not guess a figure or promise something you cannot deliver.
• If a question contains a false claim, correct it briefly and state the accurate information.
• Treat the microphone as live unless the journalist clearly says the conversation is off the record.

You can ask a reporter to clarify a question. You can also say that you will check a detail and send it later. After the interview, provide any promised information promptly.

Campaign media tools

Candidates can engage the media in several practical ways:

• Media release: a short, compelling news item sent to targeted news organisations.
• Media conference: an organised event where information is given and journalists can ask questions.
• Media interview: a conversation with a journalist to create interest and build awareness.
• Newspaper column or opinion article: a written view on an issue or solution.
• Letter to the editor: a reader’s letter about an issue of public concern.
• Field trip or invitation: an opportunity for a journalist to see campaign work and meet constituents.
• Response statement: a factual response to an opponent’s public position.

Choose the tool that fits the news value. A new policy may need a release. A complicated issue may benefit from a briefing or interview. A local service problem may be clearer when a journalist visits the place and speaks with residents who agree to participate.

Writing a media release

Put the date, a short headline and your contact details at the top. The first one or two sentences should summarise the main point. Try to answer the five Ws and H. Use a short quote from you that adds meaning rather than repeating the first sentence.

A simple release structure is:

• Headline: the news in one line.
• Intro: the most important fact and why it matters now.
• Evidence: a local example, figure or source.
• Quote: your clear position and the action you want.
• Background: brief context.
• Contact: name, phone, email and links.

Keep the release short, usually about 350 to 500 words. Send it to reporters who cover the issue. A general message sent to everyone is less useful than a relevant message sent to the right contact.

Holding a media conference

Hold a media conference only when you have something significant to announce or explain. Prepare a one page handout with the key facts, spelling of names, figures and contact details. Start on time. Give a short statement and leave most of the session for questions.

If several people speak, agree who will answer which topic. Thank journalists for attending and send any follow up material the same day. A media conference is not a rally. Its purpose is to help the public understand the issue.

Responding to opponents

Political disagreement is normal. A response should address the policy or claim, not attack a person’s identity, family or appearance. Quote the exact statement where possible, identify the part you dispute and provide evidence for your position.

If the opponent has raised a fair concern, acknowledge it. You can say what you would do differently and why. Avoid repeating an inaccurate claim so often that it becomes the headline. Keep your language respectful, especially when the issue involves ethnicity, religion, gender or disability.