Media relations

The media plays a big part in our everyday lives. It tells us what is happening in the world, what is new and above all broadens our knowledge.

Working and communicating with the media is a valuable opportunity that can help to raise awareness of our profession, your local institute and the CII.

There are many types of media channels including television, radio, websites, newspapers and magazines.

Before contacting your local media try to research what media is actually out there. Look at what your local radio stations and newspapers are and where they are distributed.

Another important point is to look at what stories are being reported. Take some time to read your local newspapers and examine the types of stories being published. This will give you a good idea of the type of stories journalists are looking for and will help you identify relevant stories that you can then pitch.

Are there any particular journalists who always report on the same topic or subject? Look for someone who is writing stories that fit closest with what you have to say and target them

Press releases can be used to actively promote the work of your local institute and allows you to target both members and non-members.

You may have only 20 seconds to interest a busy news editor so try to sum up the subject or provide a teaser for your event. The first paragraphs should outline the activity answering the following questions: Who? What? Why? Where? When? and How?

The inclusion of a quote from your president will also strengthen your messaging.

Press releases should be submitted on your local institute press release template and should include a title, summary and date. Leave double-line spacing between the paragraphs to make the release easy to read and keep it short and sweet, with adequate margins. Aim for one page of A4 and certainly no more than two.

Write in the active tense rather than the passive tense. This sounds much more punchy and exciting. Use plain English – don’t use long words when short words will do and avoid jargon at all costs. Your press release should be easily understood by someone with no specialist knowledge.

For more information contact your Regional Membership Manager.

Central Support

Your Regional Membership Manager is your key contact - any support you require please get in touch and we can discuss how the team can help.

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