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Learn how to effectively engage with local media to promote UNISON's key messages and campaigns, and get your stories into the news.
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Scotland Communications & Campaigns Committee Dealing with the local press How to get it into the News
Scotland Communications & Campaigns Committee UNISON’s key messages • Cuts driven by ideology not economics. Nothing inevitable about cuts • We all need public services – the economy needs public services – we can afford public services if everyone pays their fair share • Economy depends on healthy public sector • No private/public divide. Public service workers spend most of their wages in the local economy benefitting local businesses. • Cuts hit the poorest far more than the rich – we are not ‘all in this together’ • After war debt at least three times (at peak 5 times) higher yet we built the NHS and the Welfare State
Scotland Communications & Campaigns Committee What does the local media want? • LOCAL NEWS • What is local news? • It’s like all other news, except it’s local! • NEWS IS…. • Now! If you miss it, it’s gone • People (ordinary people, people we know etc) • Something happening (Dog bites man vs Man bites dog)
Scotland Communications & Campaigns Committee Who is your local media? • Newspapers: Weekly, daily, freesheets, community, local versions of national or area papers. • Radio: Local BBC, Commercial, Community • TV: BBC and STV have local services • Online:
Scotland Communications & Campaigns Committee Organise • Identify local media and monitor it. • Have a branch media contact (not necessarily the spokesperson). Tell media who it is. • List deadlines - especially weekly papers - miss the deadline, you miss the news! • Who are the journalists? Make contact • Use press releases – all the time.
Scotland Communications & Campaigns Committee Make sure you are reliable • Accuracy • Check your facts • One small inaccuracy can undermine credibility • Inaccuracy undermines union’s position
Scotland Communications & Campaigns Committee It all starts with writing – Press Releases • Date, who it is from, who to contact for more info • Headline: Should inform journalist what the story is about. It should have UNISON in it. No need to be clever, they won’t use it. • Intro paragraph • This should tell the reader the main “gist” of the story AND make the reader want to read on. • The key issue in getting your press release picked up Tip: Generally only one sentence so it needs to be good. Not more than 25 words.
Scotland Communications & Campaigns Committee Writing Skills • The 5 Ws • Who • What • Where • When • Why or How • Get at least three in first para.
Scotland Communications & Campaigns Committee Writing Skills • Simple language • The Branch Secretary expressed concern that the ramifications of the breakdown of ongoing negotiations with the employer’s representatives may lead to seeking authorisation through the union’s industrial action procedures for withdrawal of labour. • Or... The Branch Secretary warned that if talks break down, members could go on strike. Better still - a quote!
Scotland Communications & Campaigns Committee Writing Skills • Quotes • Make story personal/human – people! • Mean opinion is more chance of being reported • Give you time to think about what you want to say
Scotland Communications & Campaigns Committee And when you get it right…. Press Release Aberdeenshire Branch A well-know union leader in the North East retires this week after 25 years representing members in Aberdeenshire as well as holding key roles in the union’s national leadership. Inverurie Advertiser A well-know union leader in the North East retires this week after 25 years representing members in Aberdeenshire as well as holding key roles in the union’s national leadership.
Scotland Communications & Campaigns Committee Responding to the media • Check their story before responding • Be reliable - get back to them whatever • Have your basic facts and figures • Brief… give background, but no such thing as off the record! • Make contacts, be subjective
Scotland Communications & Campaigns Committee Making a national story local • How will local people be affected? • Assign quotes to local activists • Think about a local event/stunt • Great if you can get a member who is affected • Give them local facts, figures etc (eg how many jobs lost locally)
