Home Programs Crime prevention Funding programs Maximizing media relations See the bigger picture

See the bigger picture

• Approaching the media
  
  • Why this guide is important
  • What do you want? What do you need?
  • Now you know what to say…say it
  • What does the media need?
  • Opportunity does not knock
    
    
• Partnering with the media
  
  
• Supporting the spirit of partnership
  

Approaching the media

Why this guide is important

The news media are one of your most important crime prevention partners. Your relationship with the media can benefit you both -- you are offering them interesting and relevant local stories and they are helping you spread the word and increase community involvement.

Many people are nervous about dealing with reporters, especially if it involves an interview. Remember that media outlets are an important part of your community. They care about the community and they want to provide information about activities that will benefit their readers, listeners and viewers.

The best way to work with the media is to understand what they want and need. This guide will introduce you to basic communications techniques and help you work more effectively with your local media.

What do you want? What do you need?

Before you approach the media, you need to know what they want and what you are offering. The more clear your message is, the better equipped you will be to create media opportunities that work to promote your work and your organization. Editors, producers and news directors are always looking for positive local items that are of interest. Like everyone, they are also very busy and they do not have a lot of staff. They need to be able to decide quickly if the story is of value before they commit resources to covering it.

So start out by determining exactly what you want to say. Do you want to:

• Increase public awareness of community safety issues and concerns?
• Make sure that crime prevention is given the attention it deserves?
• Raise the profile of a particular project?
• Obtain support, such as donations of time, money and services?
• Provide information on the results of a project?
• All of the above?
• Something else?

Now you know what to say…say it.

Once you know what you want to say, make sure to reach all media outlets:

• Draw up a list of community newspapers, cable and commercial television stations, and radio stations that serve your area.
• Make sure to include newspapers and radio stations that serve specific ethnic or cultural groups.
• Think about including college and university papers, as well as newsletters and bulletins published by churches, community groups, hospitals, etc.
• Approach the community on a one-to-one basis; attend a town meeting, organize a community gathering.
• Consider having your message available in alternate formats to reach different audiences.

What does the media need?

Find out what the media needs, and make sure you meet their needs:

• Call each media outlet and find out how you can get your story printed or broadcast.
• Find out where, by when, and to whom you should direct your information.
• Get to know their deadlines so you can be sure to meet them.
• If you are planning an event, submit items to media event calendars well in advance.
• Find out if there is a special section or show dedicated to crime and safety issues.>
• Stay in touch and provide regular updates to local reporters who specialize in crime and safety issues.

Opportunity does not knock

Watch for opportunities to make your item as interesting as possible:

• Try and set up interesting activities to provide photo or film opportunities for television and newspapers or sound clips for radio.
• Identify visual opportunities in your media advisory.
• Try to involve community leaders or young people in your activities.

Don’t wait to be called. Even when things are quiet and you are not asking for publicity, drop by media offices to volunteer information, ideas or articles. Help the media develop personal interest feature stories about local people who are working on violence programs, researching a related topic, participating in victim support groups, etc.

Make sure you are available if reporters call you for facts and comments. If the call is unexpected, check the deadline and offer to call back with the answer. Always call back before the deadline, even if you cannot come up with the answer.

Above all, respect their judgement. Don’t complain if media choose not to pursue your story suggestion, and don’t waste their time with trivial issues. Write letters to the editor or offer to write guest columns if you want to present an opinion.

Partnering with the media

It is good to consider whether a partnership with the media would allow you to benefit from their communications and public relations expertise and at the same time allow them to show they care about the safety of their community. There are several ways to do this:

• Invite media owners and managers to participate as members of your project team or serve as resource people for your group.
• Include reporters who regularly cover crime and community safety issues on your guest list when you are planning special events, presentations or activities.
• Ask media personalities to participate in panel discussions and workshops on crime prevention and community safety issues.

Many local newspapers and radio and television stations look for opportunities to sponsor community events and campaigns that would be of interest and value to their audience. If you have an activity you would like to publicize, prepare a sponsorship proposal with complete background information about your activity and an explanation of why it is important to the community.

In a sponsorship arrangement, you can ask the newspaper, radio or television station for the following:

• Help in developing an ad to publicize the event.
• Free ad space in one of their issues or on the air.
• Free give-aways (e.g., ballpoint pens, caps, mugs) that you can distribute at the event.
• A reporter or photographer to cover the activity.

In return, you can offer to print their logo in your event materials (e.g., posters, programs, flyers) and mention their sponsorship during the activity.

Supporting the spirit of partnership

The Government of Canada is a key partner for your organization. The National Crime Prevention Strategy is jointly managed by the Department of Justice Canada and the Ministry of the Solicitor General. In the context of the National Strategy’s Community Mobilization Program, it is jointly administered by the federal, provincial and territorial governments.

The National Strategy is a Government of Canada initiative, and certain guidelines have been developed to help ensure people can see the Government of Canada at work in their communities and know where their taxpayers dollars are being spent. In the case of the National Strategy, these dollars are entrusted to community organizations across Canada to deal with the issues of crime and victimization. When dealing with the media, it is important to include the Government of Canada as an active partner in your organization. This can be done using the Canada wordmark, Government of Canada signature, or National Strategy identifiers on websites, media materials such as news releases and media advisories, print and promotional materials. Referencing the role of the National Crime Prevention Strategy in the body of your publications, can be done using suggested wording such as: “This project is partially funded through the Government of Canada’s National Crime Prevention Strategy” or "Support for this project has been received under the National Crime Prevention Strategy of the Government of Canada". If you have any questions about this, or would like to request an electronic copy of the Canada wordmark or National Strategy identifiers, please contact the National Crime Prevention Centre in Ottawa or one of its regional offices.

As one of your project partners, the National Crime Prevention Centre would appreciate it if you let us know about any special events, activities, conferences, etc., that you may be planning. If you need any guidance or assistance, please let us know, we are here to help. Regional Program Managers are located in the provinces and territories to assist communities in these endeavours. Also, it would be greatly appreciated if you could send us copies of any pamphlets, posters, news clippings, reports, etc., about your project.

In addition, in many instances, your provincial government has also played a contributing role, either as a partner, a funder or simply a supporter. The Regional Program Managers in your area can help you make contact with the provincial authorities, who will also be interested in your efforts.

Previous    Table of contents    Next