A common criticism of the news media is that they ignore positive stories in favor of the horrific or the sensational.  In large cities, worthy causes compete with fires, crime, and city polit6ics for a brief mention in the news.   Yet, stories that are published or air on television and radio have several factors in common.  They are timely, of interest to the community, and relevant to readers' or viewers' needs.

But the good news of SAR Chapter activities can make a great story if it fits the needs of journalists in your community.  When considering newsworthy activities, make sure that stories you bring to the media are relevant to the larger community, not just SAR members.

What types of Chapter activities or projects interest reporters?  What kinds of projects make great material for a news release?  Experience shows the following Chapter stories are most effectively promoted:

• Outstanding volunteers
  
• The interaction of people in developed and developing countries
  
• Chapter exchange program participants such as Youth Exchange, Ambassadorial Scholars, or Group Study Exchange participants
  
• Human-interest stories of people benefitting from Chapter service
  
• PolioPlus activities-particularly In polio-endemic areas
  

Just as manufacturers market their products, NSSAR Chapters must "sell" stories to the media.  To do so, the market must first be researched.   Before sending stories to a journalist, make sure you know your audience.   Read newspapers and watch television programs often to see if there were any particular print columns or broadcast segments where a Chapter story would fit.

There are several ways to take your story to the media.  Whatever approach is chosen, be persuasive, persistent and friendly – but not aggressive.   The most effective methods depend on the journalist's preferences.

• By phone:  Many editors prefer a brief (less than two minutes) phone description of your story, along with reasons it would interest readers or viewers.  Reporters can tell you whether they are interested or if they need additional materials.

• By fax:  Faxes are inexpensive and fast.   But most reporters discourage unsolicited faxes, particularly for non-timely releases because newsrooms are often clogged with unwanted news releases.  Use the fax to send information that has been requested by a reporter or materials that are time-sensitive.

• By e-mail:  E-mail combines the speed of a telephone with the permanence of a fax or letter.  But first confirm that the reporter is willing to receive e-mail.  An unsolicited e-mail may be deleted without being read.

• By mail:  Use the mail for sending one-page letters containing your ideas or background materials for stories without an immediate deadline.

• Keep up-to-date media lists.  Personalize your materials as much as possible.

• Contact the media only with newsworthy story ideas.

• Contact them in advance of events.

• Call reporters during times other than deadline-mornings are usually best.

• When speaking to reporters be brief and stick to the point.

• Know your story and anticipate questions.

• Avoid asking reporters if they received your release or if they intend to use it.

• Send background materials immediately following contact.

• Be available.  Make sure you are available to take journalists' calls if they need more information or want to check a fact for accuracy.

• Always work within a reporter's deadlines.

• When you send out information to the press, make sure your Chapter members are informed.

• Take "no" for an answer.  Arguing with reporters only alienates them.

Congratulations, you've landed an interview!  Following are a few tips that will help you best prepare for your meeting with a journalist.

The journalist is not a friend or an enemy. He or she is a professional "gatekeeper" to the public.  Speak with the public in mind.  Establish a cordial relationship but don't assume a reporter will put your interest ahead of the story or emphasize your perspective.

A journalist is never off duty.  Be careful even in casual remarks while socializing.  Never say anything you wouldn't want read in the newspaper or heard on the air the following day.

• Prepare:  Develop the points you want to make.   Rehearse.  Anticipate difficult questions and prepare positive responses.

• Answer at the top:  Even if the implication of the question is negative, answer the question first and "bridge" to the point you want to make.

• Always answer the question:  answer questions honestly.  If you do not respond, [e.g., "no comment"], you will seem evasive and give the impression you're hiding something.  Say instead, "I can't speak to that because..." and give a reason.

• Emphasize your main points:  Reinforce your main message through the technique called "flagging", with simple phrases such as, "the key point is ..." or "most importantly".  Repetition is another way to emphasize your key messages.

• Speak in personal terms whenever possible:   Using personal anecdotes to illustrate your point is the most effective way to communicate your message.

• Avoid jargon:  SAR Chapter terms such as "President General", "Registrar", or even "Secretary General" can be meaningless to non-SAR members.  Try not to use them.  If you do use SAR phrases, explain them.

• Metaphors and analogies work wonders:  Provide comparisons and examples that bring facts and figures to life (i.e., "The SAR is in more than 160 countries – we're in eight out of 10 countries in the world").

Bridging:  Deal with the question honestly and briefly and then move logically to your message.  Before you bridge, you must answer the question.

Flagging:  Emphasize to the reporter what you want them to highlight – what one piece of information you want them to print or broadcast – by creating a "star" in their notebook.

Hook:  You can prompt the next question you want asked by ending your response with a "hook".

If the interviewer doesn't respond to hooks, bridge.  Also familiarize yourself with the "Key Messages" section for suggested SAR Chapter phrases to use when interviewed.