How to work effectively with journalists

Journalists and development organisations sometimes have a “love-hate” relationship - they need each other but also can find working together to both produce interesting stories and get out clear messages challenging.

What can help? Our BRACED online discussion on “Working with Journalists” produced some useful ideas.

Helping journalists get the story right: 

• Communications officers should consider producing a fact sheet about their project that can be handed or emailed to journalists to help them get facts and figures right, and spell names correctly. Include a contact name, email and phone number so they can check any questions as they write, and remember to update it as necessary so it is current. Making photos and case studies available can also be very helpful.
• Describe your project in simple terms for journalists, without acronyms or jargon. Imagine you were telling your mother or neighbour about the project, and use that kind of language. Think what you’d tell a friend about first if you were describing the project in just a sentence or two, and that may well be what a journalist would be most interested in hearing about too.
• Journalists often need to do in-depth interviews with a few community members. Point them to a couple of people who you know are well-spoken and have interesting or representative stories to tell. But be willing to let journalists choose other people to speak with as well. It is always better to let journalists interview a few people at length rather than push them to interview dozens of people.
• It can also be useful to mention to journalists other potential sources of information about the project – such as local officials, academics or reports – and provide contacts if reporters ask for them. Make it easy for them to get accurate information.
• When you’re speaking with a journalist, periodically ask: “Was that clear? Is there anything you don’t understand?” A reporter might feel too shy to say they are not sure about something and a prompt can help.
• Numbers are great for journalists, but they need to be put in context. If a project has resulted in 100 women opening savings accounts, journalists need to know how many women had such accounts a year or 10 years ago.
• As a journalist finishes a visit or an interview, ask if there’s anything else they need. Offer to answer any questions that come up later by telephone or email. Do not ask to approve the story or quotes in it prior to publication, unless they touch on extremely sensitive issues, as most reputable journalists will refuse such reviews.
• Some journalists will appreciate offers of logistical support, such as a ride with you to a project site, or translation help if it is needed. If you translate for them, be sure to do so accurately and completely. Be aware some journalists will insist on paying you for any transport or other help you provide, as it may be part of their company’s ethics policy.
• If a reporter shows up unannounced to look at your project, try to accommodate them. If you cannot, suggest a time when they could return.

  When is the right time to look for coverage? 

• If you release the flagship study you’ve produced on the day a major climate conference starts, when a dozen other organisations are also releasing reports, your odds of getting a reporter to cover it are lower. Aim to release it in the lead-up to the event when journalists are looking for stories but not overwhelmed.
• When an important conference happens near your project, invite journalists to visit in advance of it. Often visiting international or national reporters are looking for stories to illustrate themes of the conference, and would visit your project when in the area for another event. Inviting journalists to visit your project when they are in town for elections or other news stories can also be useful
• When trying to attract journalistic coverage of your project, think of your audience. A local reporter may be interested in different aspects of your project – such as its job creation potential – compared with a national or international reporter, who may see it as an example of a broader trend. Remember that one type of story may lead to another: a good story by a local reporter may attract the attention of an international reporter, or vice versa.

Dealing with security threats and sensitive environments:

• Make visiting journalists aware of security threats or sensitive issues in advance. If you wouldn’t go out to the project at a certain time, they shouldn’t either. Let them know if identifying a local person would present a security risk, but do not expect them to quote unnamed people in their reports. Sometimes reporters will be willing to use only the first name of a beneficiary they interview in place of a full name – ask about their publication’s policy.
• Try to build an ongoing relationship with good local reporters and visiting reporters who know the region and issues. They will understand local context and, in many cases, be better equipped to cover stories there safely and sensitively.

As one participant from Kenya noted, taking the time to work effectively with journalists can bring big rewards in terms of influencing policy.

“Journalists have a contribution to make towards highlighting what works best and what doesn’t in different contexts. Good success stories or case studies can generate discussions at higher levels of government,” she told the discussion.