Engaging with the media is a powerful way to amplify Rotary’s work. These tips have been developed to support Rotarians in District 9213 to prepare and ensure meaningful interactions with journalists at meetings, events, or project sites.
Before the Engagement
- Identify the right media contacts: Know the reporters who cover Rotary or our areas of focus and the editors who assign them. Understand newsroom structures to approach the right person.
- Build rapport with journalists through regular updates and invitations to events. Good rapport increases trust and coverage opportunities.
- Prepare talking points: Develop a concise list of key messages or themes you want to convey. Ensure they align with Rotary’s mission and your project’s impact.
- Anticipate questions: Think through potential questions a journalist may ask, including challenging ones, and prepare clear, honest responses.
- Leverage media kits: Provide journalists with media kits that could include press releases, fact sheets, photos, and any additional resources they may need for their story.
During the Engagement
- Be prepared: Back up your claims with credible evidence. Have your facts at your fingertips.
- Stay focused: Stick to the subject matter and emphasize the most critical aspects of your project or event.
- Keep it short and simple (KISS): Deliver your message clearly and concisely to respect the journalist’s time and ensure your points are well understood.
- Showcase real-life impact: Use stories, visuals, or data to demonstrate how Rotary projects are positively affecting lives. Personal anecdotes can be especially compelling.
- Build on questions: Use journalists' questions as an opportunity to expand on important themes that may not have been asked.
After the Engagement
- Maintain a professional relationship with the journalists: Do not treat journalists as hired guns who only appear for your event because of money. In Uganda, most journalists expect transport refund (“facilitation”) from event organisers. This money should not be treated as a bribe.
- Provide follow-up support: If journalists need more information or visuals, ensure a prompt response to maintain goodwill and accuracy in their reporting.
- Share their work: Once the story is published, amplify it by sharing on Rotary’s platforms (social media, website, newsletters). Public acknowledgment strengthens relationships.
- Evaluate the outcome: Reflect on what worked well and where improvements can be made to refine future engagements.