How to build relationships with journalists

How To Build Relationships With Journalists

By Doug Weller

Have you ever wondered how to build relationships with journalists?

It is important that you build and maintain strong, professional and mutually beneficial relationships with journalists. If your organisation has a media or public relations division, work with and be guided by, these media professionals to facilitate this process.

Most journalists work in a high pressured, competitive environment. They are always looking for a good story, photograph or TV/ Video footage.

Journalists need good stories

To obtain good stories, journalists need ‘good contacts’; people who can be a useful resource for providing information and messages.

Sometimes journalists will approach you for information (eg. in a crisis), at other times you will contact the journalist with a message you want to deliver through the media.

When contacting journalists, try to find an angle in your message that will appeal to them. Make sure you get to your point or key message and repeat it (remember they are under time pressure).

Know the deadlines for publications and radio/TV programs you wish to target. Journalists will be impressed if you ask them directly for this information as it shows you have made an effort to understand their work environment.

Taking the time to know what journalists want and need will help you and your organisation develop better relationships. This will in turn, improve your chance of getting your message used in the media.

Under no circumstances should you ever argue with journalists. In his autobiography ‘OPEN’, Tennis Champion Andre Agassi commented on his lack of media savvy early in his career. He noted that no one had advised him not to “snap” at journalists because it resulted in them becoming “rabid”. Without this knowledge he paid the price in bad publicity and media criticism.

Always remember you are communicating with your target audience through the media.

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Articles Published

Corporate Media Services Articles Published

Corporate Media Services Articles PublishedThis page links to articles that have been previously published by Corporate Media Services or where Corporate Media Services’ media trainers have been quoted.

A transcript is available by clicking on the link in the ‘Title’ column.

 

Date Title Publication Author
Words
10/11/10 New Media – Old Rules – How one quick quip can destroy your reputation Articlesbase Doug Weller
473
23/01/08 Finding the right voice Herald Sun Paula Beauchamp
148
01/11/07 Busting the Media Myths AAA Doug Weller
989
01/02/93 Here is the News Herald Sun Editor
66
15/02/93 ABC makes a new start Herald Sun Editor
173
07/02/93 ABC Close to 24-hour News Plan Herald Sun TV Extra Editor
234
06/02/93 Saddam on Toast TV Week Editor
441
05/02/93 Breakfast at Aunty’s The Age Green Guide Editor
1501
01/12/89 Is Washington ready for Doug? Queensland Wireless News Editor
122
01/12/89 Weller’s away to Washingtion Gold Coast Bulletin Editor
84
01/12/89 Overseas Posting Unknown Editor
236

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Doug Weller on ABC Television News CRA strike

Doug Weller on ABC Television News CRA strike

Doug Weller reading ABC 7pm Television News Bulletin and reporting on CRA Stike

Video Title: Doug Weller reading ABC 7pm Television News Bulletin and reporting on CRA Stike

Date: 1995

File details: http://www.youtube.com/watch?v=alXj0YI2zBE

Duration: 02:41 minutes

Produced by: ABC Television News

Doug Weller on ABC Television News CRA strike

Transcript:

As the industrial storm gathers pace distraught employers have this plea to ACTU secretary Bill Kelty.

Bill, don’t do it.  This is not in the interest of this country and it’s certainly not in the interest of your members.

Emotion to from staff at Weipa who have refused to sign the company contracts and missed out on massive pay rises.

I declined the offer because i didn’t want to give up my rights of union representation or to bargain collectively.

The industrial action is now across the board. At midnight CRA coal miners in Queensland and New South Wales walked off the job for forty eight hours.

From tomorrow there will be a five day strike at all major ports.

By Tuesday a week long shutdown of the entire mining industry is proposed.

As well, next week, workers in the power, oil and chemical industries will begin targeting CRA.

The manufacturing sector will also become involved. So will transport
employees and the campaign may soon spread to other companies.

Teachers are ready to join.

This dispute, let me make it very clear is primarily targeted at the activities of a bully boy company that had got away with quite a bit and we’ve
decided now that they can’t get away with no more.

The ACTU’s fight is with CRA and its subsidiary Comalco but its also with the Arbitration Commission.

The union body wants the commission to act to tidy up loop holes which it claims are allowing the individual contracts issue to get out of hand.

If the commission fails to act, then the ACTU wants the federal government to intervene directly something its failed to do so far.

Industrial Relations Minister Laurie Brereton wants the company to back down.

I mean it is a pathetic performance by a Minister who is out of control.

Commerce and Industry say the issue must be resolved before it spirals out of control.

There will be boards considering investment decisions that affect Australia and they will be considering competing locations and they’ll just tend to put the proposal for Australia aside I would guess.

The five day stoppage on the waterfront will cost about a hundred million
million dollars to both ship owners and cargo owners and of course further damage our international trading reputation.

Oh yes, no doubt, you do get, we do hear quite a lot of the time the flow of goods through our ports is quite a worry to many exporters.

CRA executives have been involved in meetings all day but so far have no public comment.

Make an enquiry now or call us on 1300 737 913 or +61 412 298 905

Doug Weller on ABC Television News Equal Pay Equal Work Dispute

Doug Weller on ABC Television News Equal Pay Equal Work Dispute

Doug Weller reading ABC 7pm Television News Bulletin and reporting on Equal Pay Equal Work Dispute

Video Title: Doug Weller reading ABC 7pm Television News Bulletin and reporting on Equal Pay Equal Work Dispute

Date: 1995

File details: http://www.youtube.com/watch?v=3BdORpQjy2U

Duration: 02:44 minutes

Produced by: ABC Television News

Doug Weller on ABC Television News Equal Pay Equal Work Dispute

Transcript:

With Australia on the verge of all-out industrial confrontation the Industrial
Ccommission summon the warring parties to Sydney after less than two hours a breakthrough

The ACTU has undertaken to use its best endeavours to remove the impact of the current industrial disputation and particularly in so far as it effects the waterfront and the coal industry generally

Well we’re a lot further down the track than we were yesterday

Total impasse yesterday with moves by the company late last night
and i think uh… we were certainly very heartened by the intervention
of the President of the Commission and the comments she made
I am leaving with a lot of hope

Before this afternoon’s development virtually every sector of commerce and industry were bracing for industrial unrest

That threat is now being withdrawn but not for CRA

But in all instances action that is current and planned will continue against CRA

This doesn’t surprise the company but it’s pleased the wider action is being wound down

It was sad that it happened in the first place and unnecessary because uh… we have consistently made it clear that we are in agreement
that the concept of collectively bargaining and further on the principle of uh…equal pay for work of equal value

The next stage in this saga will be played out here in Sydney on Monday morning when the full bench of the Commission meets to hear the Weipa case

Now the former Prime Minister Bob Hawke will act as the ACTU’s chief advocate

Talks will take place in Sydney over the weekend between the former Prime Minister and senior ACTU officials.

From Japan the only comment from the Prime Minister’s camp
was surprise at the Hawke development

No doubt Mr Keating is also embarrassed his former rival has been
brought in to resolve a dispute the Prime Minister thought he had solved.

Opposition Leader John Howard says it’s clear Messrs Kelty, Keating, Brereton and Ms George have fallen into an industrial
black hole, and Bob Hawke has put up his hand to bail them out.

As for the Weipa strikers they’ll settle for nothing less than equal pay for equal work

Nothing’s gonna change, the company is not gonna try and bait us with any half deals of anything.

We’ve said right from the onset equal pay for equal work and that’s what we intend to sit here to do the whole way through.

Waterside workers are expected to vote to return to work within twenty four hours It’s also expected the national coal strike set to begin tomorrow has
been averted.

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Doug Weller on ABC Television First Edition

Doug Weller on ABC Television First Edition Tuberculosis

Doug Weller on ABC Television First Edition Current Affairs Program interviewing guest Dr Brian Dwyer about Tuberculosis

To watch 4.9MB FLV file, press play arrow in box above

Video Title: Doug Weller on ABC Television First Edition Current Affairs Program interviewing guest about Tuberculosis

Date: 1993

File details:
WMV 1.9MB http://www.corporatemediaservices.com.au/videos/abc_first_edition.wmv
MP4 5.8MB http://www.corporatemediaservices.com.au/videos/abc_first_edition.mp4
FLV: 4.9MB http://www.corporatemediaservices.com.au/videos/abc_first_edition.flv

Duration: 01:18 minutes

Produced by: ABC First Edition

Doug Weller on ABC Television First Edition

Transcript:

Across Australia you’re with First Edition

Outbreaks of tuberculosis have commonly been thought
to be a thing of the past relegated to history.

But there are fears now that we haven’t really conquered
this sometimes fatal disease.

One hundred and eighteen Telecom workers
from a suburban Melbourne branch were
recently tested for TB after one possibly two
co-workers came down with it.

The result nine tested strongly
positive and dozens more showed signs of
exposure.

Now while this could simply be a result
of former vaccinations, health
authorities are not being complacent
with us now is Doctor Brian Dwyer.

Dr Dwyer specializes in TB research and
until last year was head of the Turberculosis
Centre at the Fairfield Infectious Diseases Hospital.

Good Morning

Good Morning

Now for those who don’t know what TB is
and how it affects us can you just give us
a bit of a run through there.

Sure, TB is caused by a germ which is
sensitive to antibiotics.

it’s transmitted from one person to another
through one person who has active infection
causing disease in the lungs being able to cough
out infectious particles into the air which other
people can then inhale and become infected.

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Doug Weller reading ABC 7pm Television News Bulletin

Doug Weller on ABC 7pm Television News Shop Stealing

Doug Weller reading ABC 7pm Television News Bulletin and reporting on Shop Stealing Story

To watch 9.3MB FLV file, press play arrow in box above

Video Title: Doug Weller reading ABC 7pm Television News Bulletin and reporting on Shop Stealing Story

Date: 1995

File details:

WMV 4.8MB http://www.corporatemediaservices.com.au/videos/abc_7pm_news_bulletin.wmv

MP4 16.5MB http://www.corporatemediaservices.com.au/videos/abc_7pm_news_bulletin.mp4

FLV: 9.3MB http://www.corporatemediaservices.com.au/videos/abc_7pm_news_bulletin.flv

Duration: 02:32 minutes

Produced by: ABC Television News
Doug Weller reading ABC 7pm Television News Bulletin
Transcript:
Tonight. Christmas crime Shop stealing takes the joy from retailers

Face to face Britain and the IRA talk peace.

And an air borne invasion of the Chinese Consulate.

Good evening, Doug Weller sitting in for Sue MacIntosh with ABC news.

There’s wide-spread concern tonight about the huge amount of goods being stolen in the run-up to Christmas.

As Australia enters its peak shopping season retailers say they’re losing tens of millions of dollars through shop stealing.

The problem is made worse by an increase in shop stealing gangs which are targeting shopping centres across the nation.

The christmas shopping season is in full swing.

Christmas crowds, Christmas sales but also Christmas Crime.

Bob Frayne Retail Traders’ Association ‘It is very widespread across the community we believe its a community problem

And it’s costing Australia’s retailers a fortune.

In New South Wales Victoria and Queensland it’s around one million
dollars a day for each state and about half a million dollars a day in the other states and territories

And shoplifting is now becoming more sophisticated.

The Retail Traders Association says shoplifting gangs are on the increase and they are made up of adults and children and they’re costing the industry millions.

It could be a distraction of the shopkeeper, others are stealing goods or it could be a very violent and agressive customer who is able to put it over the shopkeeper while others steal.

The association says improved electronic surveillance is helping battle
shop stealing, much still goes undetected.

There’s been another historic step towards peace in Northern Ireland.

The IRA’s political wing Siin Fein has held formal talks with the British government.

The advance comes just one hundred days after the IRA declared its cease-fire.

This report from the ABC’s Neil Ross,

Leaving the Falls Road, Sinn Fein’s delegation.

Three of the five are former IRA prisoners hardliners chosen to reassure Republicans they are not being sold out.

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Corporate Media Services Videos

Introduction to Corporate Media Services

Introduction to Corporate Media Services


To watch 3.9MB FLV file, press play arrow in box above or see it on the Corporate Media Services YouTube Channel at http://www.youtube.com/watch?v=kZ9g0EEEOZo

Video Title: Introduction to Corporate Media Services
Date: 24 March 2010
File details:
Low resolution MP4 4.1MB
http://www.corporatemediaservices.com.au/videos/introduction_to_cms.mp4
Low resolution FLV 3.9MB
http://www.corporatemediaservices.com.au/videos/introduction_to_cms.flv
Duration: 01:14 minutes
Produced by: Corporate Media Services
Transcript:

Corporate Media Services Videos

Some people find the media mysterious, some find it terrifying.

Print, radio, television, online, new media.

How do you communicate with journalists in order to get a better outcome?

Well communicating with the media, that’s our business. Media is a fantastic opportunity to get your message across.

Every day throughout Australia, throughout the world, individuals, organisations, governments, associations, are communicating their message to their target audience through the media.

Media is a fantastic opportunity, even in a crisis. What do you do in a crisis situation? Crisis media communications. That’s when the media comes to you during a crisis.

It is not only about communication, it’s about effective communication.

As George Bernard Shaw once said, ‘The greatest problem with communication is the illusion that it’s been accomplished.’

It’s not about spin or avoiding questions. It’s about getting your message across clearly, honestly, effectively.

Corporate Media Services will show you how to communicate your message to your target audience through the media in all media situations.

It’s about confidence building, it’s about empowerment, it’s about focusing on those messages and communicating those messages effectively to your target audience.

Make an enquiry now or call us on 1300 737 913 or +61 412 298 905

Videos

Corporate Media Services Videos

Corporate Media Services VideosThis page links to videos that have featured Corporate Media Services or that we believe are of interest to people who would like media training.

2010 Introduction to Corporate Media Services 01:14 mins

1995 Doug Weller reading ABC 7pm Television News Bulletin and reporting on Shop Stealing Story 02:32 mins

1995 Doug Weller reports for ABC TV on Union Strike Action on Equal Work Equal Pay dispute 02:44 mins

1995 Doug Weller reports for ABC TV on CRA strike 02:41 mins

1993 Doug Weller on ABC Television First Edition Current Affairs Program interviewing guest about Tuberculosis 01:18 mins

Corporate Media Services Training Videos (secure link)

Make an enquiry now or call us on 1300 737 913 or +61 412 298 905

International Media Links

International Media Links

Corporate Media Services International Media LinksHere is a short list of some International Media websites that may be of interest.

CNN
http://www.cnn.com/
Cable News Network

BBC
http://news.bbc.co.uk
British Broadcasting Corporation

Daily Telegraph
http://www.telegraph.co.uk
British daily broadsheet newspaper

Wall Street Journal (WSJ)
http://www.wsj.com
English-language international daily newspaper

Make an enquiry now or call us on 1300 737 913 or +61 412 298 905

Australian Media Links

Corporate Media Services Australian Media Links

Australian Media Links

Here is a short list of some Australian Media websites that may be of interest.

Australian Associated Press (AAP)
http://www.aap.com.au
Australian national news agency

Australian Broadcasting Corporation (ABC)
http://www.abc.net.au
Australia’s public broadcaster

Special Broadcasting Service (SBS)
http://www.sbs.com.au
Australia’s multicultural and multilingual public broadcaster

The Age
http://www.theage.com.au
Victoria’s daily broadsheet newspaper

The Australian
http://www.theaustralian.com.au
Australia’s daily broadsheet newspaper

The Courier Mail
http://www.couriermail.com.au
Queensland’s daily tabloid newspaper

The Sydney Morning Herald
http://www.smh.com.au
New South Wales daily broadsheet newspaper

Wikipedia – Media of Australia
http://en.wikipedia.org/wiki/Media_of_Australia
Wikipedia page of media of Australia information

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Media Resources

Corporate Media Services Media Resources

Corporate Media Services Media ResourcesIn this section of our website, we provide you with a sample of some of our work and additional resources that you may find useful.

e-Bulletins
Articles Published
Videos
Australian Media Links
International Media Links

Make an enquiry now or call us on 1300 737 913 or +61 412 298 905

e-Bulletins

Corporate Media Services e-Bulletins

Corporate Media Services e-BulletinsCorporate Media Services produces topical e-Bulletins. You can subscribe here.

Volume 2 Edition 1 – 21 February 2012
Gillard and Rudd need to stick to the basics of media communication

Volume 1, Edition 6 – 25 July 2011
Media Training – Is it a waste of money?

Volume 1, Edition 5 – 21 July 2011
Rupert Murdoch – Crisis Media Communications

Volume 1, Edition 4 – 19 July 2011
Key Message Delivery

Volume 1, Edition 3 – 13 October 2010
New Media – Old Rules – How one quick quip can destroy your reputation

Volume 1, Edition 2 – 26 May 2010
For Aker it must have seemed like a good idea at the time

Volume 1, Edition 1 – 29 April 2010
Melbourne Storm and the Crisis Ripple Effect – How would you handle the media if this happened to you?

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