Talking to the media

1. Talking to the media What are the benefits for Natura 2000 site managers?

2. Let’s face it, Natura 2000 site managers have enough things to do already…

3. Including.. Defending their site’s right to be there, in the face of pressure from commercial interests: • March 20, 2014 – News reports in ‘Sofia Globe’ and elsewhere on Bulgarian Socialist Party (BSP) approving ‘memorandum of understanding’ for 50million Euro hotels complex on the Black Sea coast, in area on Natura 2000 site. • March 18, 2014 – News report on ProactiveInvestors.com website about Mawson Resources Ltd, drilling in Finland’s Hirvimaa glacial area, just outside a Natura 2000 area.

4. And.. Working to protect sites from illegal activity and exploitation: • March 17, 2014 – News report in Gozo News about Committee Against Bird Slaughter (CABS) and police, working to stop illegal finch trapping inside the Il-Majjistral Nature and History Park, Gozo; a Special Area of Conservation (SPA) and Natura 2000 site.

5. And.. Maintaining good relations with nearby farmers, who might see conservation as bad for their livelihood: • March 21, 2014 – News item in Scottish Express about Argyll sheep breeders claims they are losing up to 10% of lambs to sea eagles, which were re-introduced to Western Isles in 1970s under the European Birds Directive. National Farmers’ Union calls for ‘nest relocation’.

6. As well as.. • Recruiting volunteers to help with sites. • Creating a sense of ownership and pride in local residents about the sites. • Perhaps even encouraging sustainable business interests to go into partnership with the site?

7. So, why add on the further task for Natura 2000 managers of having to communicate with the media?

8. Because it’s not an ‘add on’. It’s a free and easy way – with a bit of effort – of helping managers address all those other things they’ve got to do.

9. For example.. Let’s go back to our earlier story from the Gozo News about illegal finch trapping. How could the manager of that site use the local media to help combat such illegal activity?

10. Pause here for training session members’ suggestions.

11. Here’s some ideas.. • TV news – invite them in to film the seized bird traps. • Newspapers – give reporters an exclusive story with latest figures on the annual decline in finch numbers and the importance of birdwatcher tourism to the local economy. • Radio – be interviewed on radio about the new series of nature visits for local schools being arranged by the site. (Fathers are less likely to illegally trap birds on a Natura 2000 site their child has visited and enjoyed).

12. It’s entirely possible for our Natura 2000 site manager to do all the above media in a day. In one day they’ve communicated with potentially tens of thousands of media readers, listeners and watchers to – • raise the profile of their site and Natura 2000 • alert people to the illegal activity threatening it • which in turn makes it more of a priority for local authorities. REMEMBER, all this coverage is FREE for just a little effort.

13. But if that’s the case, why don’t more people talk to the media?

14. Reason One “I don’t know anybody in the media I can talk to.”

15. Answer If you live in an area you’ll know the local newspapers, radio and TV stations, websites and social media people use. All these have contact numbers or emails on their websites, or in the local phone book. When contacting ask for a News Editor or the News desk, or just to speak to a journalist.

16. Reason Two “The media organisation or journalist won’t be interested in what I’ve got to say.”

17. Answer Journalists are very busy people with lots of pages, air time or web space to fill – usually every single day. If you tell them about something happening on your site – that you know most people would find interesting – they’ll be only too happy to listen to you. **More on ‘what makes an interesting story?’ a bit later.

18. Reason Three “Journalists are only interested in bad news.”

19. Answer It’s a popular myth that journalists only report bad news not good. They report interesting news – whether it’s good or bad for those involved. A paper’s front page or TV news’ top story about a Natura 2000 site could be: • its received a 500,000 Euro investment • management of the site has been criticised and its future is under review. Both are valid stories – because they’re of interest to media readers, listeners and watchers. **The key is to ensure you’re telling media about positive news from your site.

20. Reason Four “All journalists have a hidden agenda. If I tell them about my story they’ll twist my words for their own purposes.”

21. Answer Journalists can be lazy, incompetent and troublesome – but all professions have a small minority like that. Most journalists you’ll meet are hardworking professionals, just looking to help you tell an interesting story. BUT they will want to tell that story to the public in their own way. IF a journalist gets figures wrong and mis-quotes you, you can speak to them or their Editor, and ask for a correction or apology. Media organisations need to be accurate to be trusted – a journalist who regularly gets stories wrong will quickly be shown the door.

22. Reason Five – The big one.. “I wouldn’t know what to say to a journalist.”

23. Answer Yes you do..you just don’t realise it.

24. Media skills you already have • Expertise – you know more about your site and the news connected with it than the journalist does, which puts you at an advantage. • Passion – people will pick up on your enthusiasm in an interview and respond positively to it. • Experience – ever had to describe your job to someone who knows nothing about it? You keep the explanation simple, to the point and talks about the most interesting parts first – exactly what you need to do with the media.

25. Media skills we need to work on • Knowledge of the media – how it works? • News sense – what is a story? • Different media and their different needs • Five key points to remember when talking to the media.

26. Knowledge of the media – how it works? How many different types of media can we come up with?

27. Training session members’ to suggest answers for tutor to write down.

28. Types of media Different mediums – • Print – newspapers, magazines, newsletters. • Broadcast – TV and radio. • Online – websites and blogs. • Social media – Twitter, Facebook, LinkedIn and many others. • ‘Citizen journalism’ – a big generator of news now. Different levels – • Local and regional media • National • International. Any of these can also be classed as – • specialist media (subject specific and aimed at a particular interest group) • general (for a mainstream audience without specialised knowledge). Or be a mixture of both.

29. All media feeds off each other A story’s ‘journey’ through the media could be like this: • Specialist & Print – Monthly conservation magazine runs serious article on research at a Natura 2000 site, looking at a rare male insect’s courtship rituals. • Online & International – Story goes on magazine’s website. • Social media – Story web link picked up by Twitter. A Twitter user remarks on the male insect giving a ‘wrapped’ food gift to the female. A short video of this – tagged ‘world’s most romantic insect’ – rapidly trends on Twitter. • National & Broadcast – TV newsroom picks this up from Twitter and contacts Natura 2000 site’s manager, asking to feature item.

30. News sense – what is a story? NEWS should be ‘new’ – • Fresh – not known before, just announced. • Immediateor very recent – not six months old. • Surprisingor unusual – a unique or rare occurrence, it’s never happened before or only rarely. ‘Man bites dog’ is news, ‘dog bites man’ isn’t. • Relevant – how does it affect people, why should they pay attention to it? A significant effect on them or their environment? • Available – the media needs to be able to get to the story, interview the right people, capture the photos/film it needs.

31. What isn’t a story? • Repetition – ‘Six months ago you reported on our site’s project. Nothing new has happened but we need the publicity, so can you run the story again?’ • Out of date – ‘We did a fantastic event here a month ago and forgot to tell you at the time. Can you still run the story? • Irrelevance – ‘An important meeting of EU officials is being held at our Natura 2000 site. It’s nothing to do with the local area and won’t affect the site but, as they’re VIPs, can you send a TV crew? • Lack of access – ‘We’re telling you about this important story affecting our site now but everybody’s too busy to be interviewed or arrange for you to film or take photographs. You should still cover it.’

32. Different media and their different needs The basic ingredients for most media stories are: • Something interesting to report on. • Someone to interview who has in-depth knowledge about the story and is willing to be quoted/recorded/filmed. • Images, video footage or photos to illustrate the story (this even applies to radio stations, most of which have their own websites). But it is helpful to know a little about different media’s needs.

33. Print (Newspapers/Magazines) Print journalists will come and interview you for a story and possibly to take photos themselves but they may also interview over the phone and send a photographer to you separately. This is not due to a lack of interest but due to the time pressures of their deadlines.

34. Radio Radio interviewers prefer to have interviewees come into the studio or to go out to their location. Makes it more interactive for the listener. They will also interview over the phone. If an outside broadcast, radio interviewers like some background noise for atmosphere. Doesn’t need to be absolutely quiet. Obviously the listener can’t see you. In interview you will have to describe if you are doing something active, to paint a picture.

35. Television Obvious again, but TV news is all about pictures. A TV news crew covering a project or activity will need to be taken to the location and the activity demonstrated for them. For pre-recorded items, it might mean many ‘takes’ before the journalist/cameraman is satisfied. It can take two hours or more to record a news item that only runs for one minute on the TV screen.

36. Digital/Social Media Too many different types of digital/social media to address in-depth here. Two general rules for organisations using it to put out news: *Invest the time – Many organisations are at first enthusiastic about digital/social media, then lose interest or run out of news to post. A website or Twitter account that’s been inactive for six months looks bad. *Prepare for criticism – Putting news online means your organisation can be criticised (often unfairly) by anyone with a laptop or mobile phone. Organisations must monitor and quickly rebuff mis-information before it becomes an accepted ‘truth’ for the online community. EG: “Everyone knows farmers’ lose land to Natura 2000 sites and don’t get compensated.”

37. Five key points for talking to the media For all media interviews, try and remember the following five points: • You’re the expert – Knowing more about the subject than the journalist is an advantage. • Show your enthusiasm – It will engage the reader/listener/viewer. • Keep answers short and simple – Media’s audience may know nothing about the subject. Using acronyms and professional jargon will lose their interest. • Correct poor questioning – It’s OK to politely correct a journalist/presenter, who gets facts wrong when questioning you. EG – Question assumes local taxes are paying all of a project’s costs. It’s actually 50% EU funded. • Assume nothing is ‘off the record’ – unless you have a good and long established relationship with the journalist.

38. Right, enough advice – now it’s your turn!

39. Tutor to go to: Task 1 Case Study Exercise (45 minutes) THEN Task 2 Group discussion on Short/Long Term goals (15 minutes) .

40. Any questions?