Working with the Media


While we cannot issue press releases for all volunteers, we encourage you to be proactive in using the media to generate understanding of and support for our activities.


A good approach to media relations is to consider: "What information do I have to offer reporters and their audiences?" Not, "What can they do for me?" Ask: "Is my information new or unique, or does it concern large numbers of people?"


When planning to approach the media


Often, a phone call or a brief note addressed to the appropriate reporter, editor or producer will spark interest and result in an article. Ideally, you should contact media before your trip to alert them to your assignment and solicit advice on whether and how they might cover it. Print media are especially interested if you have pictures to share. Refer to our website and other materials in order to get the basic facts straight, and be sure to credit USAID or any other source of funds that made your assignment possible. As much as you feel comfortable, talk about the big picture of international economic assistance as well as your own assignment.


ACDI/VOCA can guide you, help draft and distribute press releases and support your interviews and appearances. If you need help targeting media, we have a database of national and local media outlets that can help you identify relevant newspapers and stations in your geographic area and/or professional discipline. Even if you already have a list of newspapers, journals, and TV and radio stations but need names and phone numbers of editors, producers, etc., check with Heather Luca at hluca@acdivoca.org or at (202) 879-0247. You might pay particular attention to talk radio outlets since many of our volunteers have been interviewed on them.


If you feel that you had a particularly noteworthy experience, work in a skill area that is critical to our future programming, live in an important media market or are unable to take steps on your own, we'll be happy to put together a release for you (actually with you) based on the assignment record we have supplemented by quotes and personal reflections and other information that you supply. Also, if you are contacted by a major media outlet, please let us know. Contact Perry Letson at pletson@acdivoca.org or (202) 879-0269.


One of the most effective things you can do is approach the media before you travel. Be aware of their deadlines and contact them when the newsroom is slow-usually before 3:00 p.m. You may be asked to report from the location of your assignment. At any rate you can get an idea of what subjects may matter for post-assignment interviews.


Before an interview, you need to know


  • the reporter's beat or topics he or she covers
  • who the audience is
  • what the focus of the story is
  • how much time the interview is supposed to take
  • where it will take place
  • what information is needed and how you can help get it

During an interview


  • Be honest and accurate to a fault. You stand to lose your credibility with one slight error. It is OK to say, "Let me check on that and get back to you."
  • Consider the audience first. Gear your comments to their interests and needs. Everyone uses the WIIFM (What's in it for me) rule of listening.
  • Develop three to four talking points that you know you want to get across and rehearse them. Incorporate them into responses to questions asked by the reporter. They must be concise—the average broadcast sound bite is about five seconds. Not everything you say has to be so brief, but in general, stay away from complicated sentences.
  • Personalize your answers. You are the story in most cases. However, you can also take care to put your adventure in the context of international economic development and sell our program. Take care to credit ACDI/VOCA and the funding source. Talk impact and results.
  • Be prepared for the worst. Consider what questions you would not want to be asked and have answers ready.
  • Be colorful yet correct. Reporters will make room for the quotable quote but don't exaggerate. Use picture words or draw analogies. For example it is better to say that Albania is the size of Maryland rather than xx square hectares.
  • Avoid acronyms and technical jargon.
  • Speak in complete sentences. Let's say a reporter asks, "What did you do on your assignment?" You can respond by saying, "The ACDI/VOCA project in Ethiopia…." This gives a full, stand-alone quote that can be used, helps prevent any distortion of your comments and gives you time to think as you formulate your response.
  • Offer statistics. You'll come across as an expert if you have command of the information.
  • Never make off-the-record remarks. If you don't want to be quoted, don't say it.

After the interview


  • Don't thank the reporter for running your story (it wasn't a favor—it was an objective news story), but you can call and congratulate him or her for doing a good job.
  • Only if a story is egregiously inaccurate should you pursue a correction. Even then, few will see it. Reporters hate crybabies.
  • Consider a follow-up story, especially if you go on a return volunteer assignment.
  • Warm our hearts in Washington by keeping us informed of your efforts and, in particular, by submitting a Post-Assignment Activity Report. It's always wise to copy your release, article or tape to our office of Public Relations and Communications and to non-ACDI/VOCA participants, such as USAID staff, if they might be called on to respond.

 

Here are some templates you might use:


Media Advisories and News Releases

For most purposes, you will be able to provide all the background information necessary. After all, you are the story. In many cases, a formal release, such as described below, will not be necessary. Rather, the reporter will develop a story from scratch.


Always be sure to represent ACDI/VOCA accurately and properly and credit USAID or other funding organization.


Media Advisory Hints: A media advisory alerts media to an upcoming event. It may be useful for important media as it allows for independent research and scheduling of staff and equipment.


(Sample) Media Advisory

CONTACT: Mr. Gerald Pepper, ACDI/VOCA volunteer and Grain Marketing Consultant, (402) 854-5648

Coverage is requested for the following event:

WHO: Mr. Gerald Pepper of Farmley, Kansas, will discuss international development issues and his overseas experience as a volunteer for ACDI/VOCA, a private, nonprofit organization based in Washington, D.C.

ACDI/VOCA sends highly qualified individuals abroad to provide short-term specialized technical assistance to cooperatives, private-sector agricultural enterprises and government agencies upon request.

EVENT: Rotary Club Luncheon Meeting Marriott Hotel 16 Main Street Ames, Iowa

DATE: Tuesday, November 20, 1997 12 Noon

ADDITIONAL: Mr. Pepper recently returned from a ACDI/VOCA assignment in northern Bulgaria where he was assisting in the development of grain warehouse receipts programs to benefit the region's farmers.

ACDI/VOCA volunteers routinely meet with community groups to discuss international development issues in the context of their experiences in foreign countries.

ATTACHED: Mr. Pepper's resume, ACDI/VOCA Brochure


News Release Hints:

LENGTH: Not more than two double-spaced pages.

ANGLE: News releases need an angle--something that will catch the editor's eye. Depending on the media, the focus should be on one of the following:

  • The speaker: Head of Nebraska Cooperative Service
  • Service Addresses Rotarians
  • The event: Rotarians Hear About Developments
  • In Polish Agriculture
  • The topic: American Farmers are Volunteering
  • Their Experience Overseas
  • People-to-People Foreign Assistance
  • Efforts Said to be Most Effective

PHOTOS: Sending a photo with the release may increase chances for publication.

"5 W's"" Information in a news release should cover the "5 W's": Who, What, Why, When and Where.

TIMING: Releases should always be sent to coincide with the event or immediately afterwards - Otherwise, the news is stale.

QUOTES: Quotations help to make a release more interesting.

NAME: Always have your name and phone number on the top of the release. State: "For more information, contact (your name) and (number)."


(Sample) News Release

FOR IMMEDIATE RELEASE

May 12, 2007

CONTACT: Mr. John Smith

TEL.: - - - - - - - - - -

ROTARIANS HEAR ABOUT DEVELOPMENTS IN POLISH AGRICULTURE

San Jose, California - Mr. John Smith, former Executive Director of the California Institute of Cooperation, told Rotarians at their monthly luncheon meeting in San Jose today that Polish farmers are moving at full speed in their efforts to privatize their agricultural cooperatives and regain control of their own destinies.


Mr. Smith told the audience that more than 75 percent of Polish farmers technically remained privatized during the years of Communist rule. In actuality, however, the supply of inputs and the marketing of their products were controlled by state enterprises, leaving the farmers little opportunity to build truly private businesses. Now, the farmers need to understand such concepts as profit and loss and market share—and they need to put managers in place who understand free-market business principles.


While in Poland, Mr. Smith met with hundreds of Polish farmers, individually and in seminars, sharing his expertise and long years of experience in cooperative development.


Mr. Smith traveled to Poland on assignment with ACDI/VOCA, a private, nonprofit, Washington, D.C.,-based organization that provides short-term technical expertise to businesses, civil society organizations, cooperatives and associations, and government agencies in the developing world and in emerging democracies. ACDI/VOCA has been active in over 140 nations since 1963.