Responding to the Media

Many of us are angered and frustrated by articles and items that appear in the media, be it newspapers or television and responding by letter or email is an excellent way of putting across an alternative point of view.  Many newspapers also now have online sites that have large letter sections in addition to the Letters to Editor sections in all national and local newspapers.  However, you should bear in mind that not all letters are published because of the huge volume that are received.  Even if your letter is not published, it will be read and is often passed on to the journalist who wrote the article.

the paper receives a large number on the same subject, then there is more likelihood of several being published and gives the newspaper an idea of the strength of their readers beliefs.

        Writing Tips

·    Letters should be as concise as possible and you should take time to perfect the letter but bearing in mind that ‘news’ is very short-lived and quick responses are needed to increase the chances of being published.

·    When letters are received, they are very often edited and large sections can be removed before it is published; hence the need to be as concise as possible.

·    Do not be put off if not all of your letters are published, remember the numbers being received on each issue.

·    When writing to newspapers, or responding to televised call-ins, you should remain calm, measured and professional.

·    Be prepared to praise what you can!  Even if your national or local paper writes a number of bad articles, be prepared to praise a good one and use it to illustrate the need for such positive reporting.

·    Become a specialist.  It is simply not possible to monitor all of the available media but you can choose a particular paper and monitor them consistently.  You can then become familiar with reporting patterns and the work of individual reporters over a period of time.  This will give you a sounder base on which to put your arguments and/or praise. 

·    Be sure of your facts. In this day and age there are a number of sources from which you can gain information that doesn’t make it to the media.  However, as with all available media, not all information is purely factual or unbiased and this is particularly so with the Internet which is unrestricted.  The Internet offers an immense pool of information and alternative sources of information.  Use search engines such as www.Google.com to find facts from a variety of sources.  Read foreign media is also valuable as a contrast to UK coverage.  Do your research and be accurate and precise.  Do not give something as a fact unless you are sure; if you are not sure about a claim that you have read or heard, check a variety of sources before quoting it as such.  A command of the facts always puts you in a stronger position.

·    Be accurate.  If you wish to use a quotation, then you should have the precise quote.  If you are taking part in a television or radio debate, or writing a letter, cite your sources and the date, time and individuals responsible for reports if possible.  Your arguments will be given more weight it they are entirely accurate and credible.

·    Communicate with your goal in mind. Before communicating with a journalist or media outlet, decide whether your purpose is to get a letter published or to educate the reporter or editor. If you represent a group, you can ask for a meeting with a newspaper's editorial board. Before going to such a meeting, carefully research the newspaper's editorial policy and reporting and be equipped to point to both positive and negative elements.

·    Be precise with the audience you wish to communicate with.  Remember that the media, whether television or newspapers is a pressurised world.  If you wish to get their attention you must communicate with them effectively, concisely and professionally.

·    Direct your arguments effectively to the different people you are communicating with.  If you are writing a letter, do not assume that the reader is as familiar with the subject as you are. Always include relevant information in your letters and restate the subject of the report on which you are commenting, remembering to do so briefly.  Your purpose is to educate both the journalists and the readers.

·    Remain calm however frustrated or angry you feel.  By addressing your audience as if they were colleagues they will respect your argument even if they still disagree with you. This will help in establishing a dialogue.  ‘Advocates’ are viewed with suspicion so you must be able to  argue factually. You also need to remember that you must respond to other viewpoints thoughtfully, however wrong you believe them to be.  Remember, other people hold their viewpoints just as strongly as you hold yours.

·    Become a source of information.  Most journalists are decent people but they may not be experts on the subjects that interest you. If you are able to be a source of reliable and up to date information, then they will be interested in what you have to offer. However, you must not bombard them with continuous pieces of information that might not add to the general debate.  However, once you establish a record and some credibility, journalists will begin to turn to you to discuss ideas, or even ask for quotes and interviews.

·    Network your ideas, information and letters and with others who share your particular interest. 

·    Do not give up in despair if your hard work does not bear fruit immediately.  Dealing with the media can be frustrating but it does work.  The more knowledge and ability you develop, the easier it becomes to respond.

Some practical tips

1.       If you are sending a letter to be published then begin with "For Publication".  If you don't know exactly who to write to, address your letter to "The Editor".

2.       Include your full name, address, phone number and e-mail address. Include a note after your signature if you do not want the newspaper or media outlet to publish these details.

3.       Refer EXPLICITLY to the reason that you wrote (the article/ letter/ column/ editorial) and the date. e.g. "In your editorial 'Life Under Fire' of 1 April 2001 ..." If you are sending an e-mail, you may also want to give the link to the relevant article or area of the site at the end of your letter. Make journalists' lives easier!

4.       You may want to write to individual journalists to address specific concerns or to congratulate them. Personal e-mail addresses can be guessed from their organisation's style: for example, Alan Philps at the Daily Telegraph can be contacted at alan.philps@telegraph.co.uk. It is usually a good idea to copy to the relevant editor in cases where you want to say "Thank You!"

5.       Speak in your own name ONLY unless you really are a designated authority on behalf of others! Letters are most effective when made to express your own opinions and to correct the mistakes you have observed yourself. Editors do not take kindly to what may be seen as people hiding behind other groups, or effectively advertising on behalf of organisations. If you want to let friends or acquaintances know what you have written, forward them a "blind copy" (bcc) via e-mail or forward a copy of correspondence after the original has been sent.

Adopted from and courtesy of Arab Media Watch