Liaising with the Media

Image from the Dwyer and McKay photograph collection of the Western Australian Museum History Department.

Media coverage is a cost-effective way of communicating a range of messages to a range of people. This kind of publicity is a great way for small museums to enhance their image, attract visitors and draw attention to their programs and activities. Media releases are a great way of getting a message out without using paid advertising, and in a format that is more likely to be absorbed by readers.

The media

The media has generally become much more centralised, with syndicated television and radio programs and fewer independent newspapers. This can mean less local content, but it also means a wider audience reach. Research the media in the museum’s area – find out what their reach is and what their local content limits are.

The message

• Determine the main message to be communicated, and ensure that it is newsworthy.
• What are the facts, and who can best articulate them?
• Decide which media to use. This is influenced by the message and its importance, and also the target audience. Most often, it will be the local media. A ‘visual’ story is best suited to newspaper and television. If it suits an interview or report, target the radio

Ways to tell the story

Media release:  The most popular way to get a message to the media is via a printed news/media release. It gives the journalist the information they need, and helps ensure they get the facts right! It can be used for several media outlets at the same time. Writing the media release forces a consideration of what needs to be said and how to say it succinctly and also that the information is well checked.

• Write one page or less
• Include the museum’s name, contact details, and the words ‘Media release’ at the top of the page
• A brief, eye-catching headline
• Date
• Lead paragraph (who, what, where, when and why)
• Second paragraph (additional information, interesting details)
• Final paragraph ( contact details for further information)
• Keep sentences short and simple. Avoid jargon and being too academic. (A journalist is unlikely to follow up on something they do not understand!)

Media kits: Can be used when there is a lot of information to convey. Usually contains a media release, other background information, fact sheets, and any images.

Preview of tours: Is a good way of familiarising a journalist with the museum, or introducing a new exhibition. Prepare well and expect questions. Have a media release ready to give to them at the end, so that they have the information to take away with them.

Personal phone calls: Generally, unsolicited phone calls are not recommended, unless the journalist is well known to the museum. As above, have the information to hand, and a media release ready to send them.

Letters to the editor: It may be appropriate for someone to write to the local paper to promote an event, activity or idea. This avenue often has a large readership.

Community Service announcements: Time is often given for non-profit organisations to advertise ‘free-to-air’ on radio. Write a script of 20 seconds or less, and send to the station’s Coordinator of Community Service announcements.

Approaching the media

• Send media releases to the Chief of Staff for larger newspapers, or the Editor for smaller ones.
• At smaller newspapers, individual journalists have greater influence over the stories they work on.
• For TV and radio, address news items to the News Director. Send other items of interest to the program producers or researchers.
• Don’t harass them if there is not an immediate response to a media release or contact. Make a phone call to check that it has been received, but don’t demand to know why a media release wasn’t printed.

Interviews

• Preparation is the key
• Know the subject well and what the key message is. Have further information to hand.
• Anticipate general questions about the museum
• Stick to the message. Don’t ignore a question, but it may be possible to use the answer to return to the key message.

Afterwards

• Keep in mind that there is rarely an opportunity to have any say about the final copy.
• Feedback is often welcome, but do not criticise. A thankyou call to the journalist may be appropriate.
• Keep a copy of any stories publishes about the museum. These are useful for future research, and should be held as museum archives.

References and further reading:

Museums Australia Inc (NSW). Museum Methods: A practical guide for managing small museums.  Section 2.4 Media liaison for small museums & Section 2.5 The news release

Margaret Gee’s Australian media guide, Information Australia, Margaret Gee Media, Melbourne.