CONTENTS
Chapters
- The News Media and Family Planning Programs
- Building a News Media Relations Program
- Developing a Strategy
- How to Tell the Family Planning Story
- Tools for Analysis
- Matching Your Message to the Medium
- Developing Materials that Interest Journalists
- Making News
- Dealing with Controversy
Population Reports is published by the Population
Information Program, Center for Communication Programs, The
Johns Hopkins School of Public Health, 111 Market Place, Suite 310, Baltimore, Maryland
21202-4012, USA
Volume XXIII, Number 4
November, 1995 |
Developing a Media List
When you have a story to tell, you need to know whom to contact, how to
contact them, and the best time to do so (19).
A comprehensive, up-to-date media list provides in a single place all of
the information that you need to get in touch with journalists.
A media list should be as complete as possible, including not only names, addresses, and phone numbers of key contacts, but also each news media outlet's circulation, language, and audience; publisher, key editors, reporters, or program directors; and publication or program deadlines. Also collect as much information as possible about preferred means of contact, copy and photo specifications, and other policies. Collect this information for:
- National and local newspapers, especially those whose editors and reporters are interested in public health;
- Radio and television stations;
- News wire services; and
- Specialized newsletters and magazines—medical journals, population and health reports, youth newsletters, and the like.
A telephone book often is the best source for starting a media list. In some places
the local press association may provide a basic list ((19).
Monitoring the news media also provides basic information. If possible,
telephone or visit each news outlet to obtain and verify current names,
addresses, and telephone numbers. A personal visit also makes a contact
with the news media and demonstrates your interest in their work.
Keep your media list up to date, reviewing it every six months or so. Because journalists change jobs and assignments often, it is important to monitor population and family planning coverage and to be alert to these changes (14). As you come to know journalists personally, you will learn of changes as a
matter of course through your contacts with them. Be sure this new information is added to the media list.
Obtaining Background Information about News Media Outlets
Journalists' working environment shapes the kind of stories they are likely
to be interested in covering or even able to report. The news media outlet's
ownership also may affect coverage (see sidebar, The
Journalist's Working Environment). Thus
it is important to study the various newspapers and radio and television
stations to determine their audience, ownership, editorial policy, and
other important factors (67).Key questions include:
- Is the audience one that you want to reach?
- Is the outlet independent or controlled by the government?
- How much of the news is written by local reporters, and how much comes from wire or broadcast network services?
Knowing as much as you can about the policies and practices of the major newspapers and radio and television stations helps you implement your strategy efficiently. For example, if the news media are owned by the government and the government opposes family planning, you may choose to focus on health care, housing, the environment, and other issues that can be related to family
planning. Also, if much of the news comes from local sources instead of from news services, this means that more space or air time is potentially available for stories from your organization. |
