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Introduction to
working with the media
Introduction to working with the media
If you would like to
promote your business
in the media, advertising
is not your only option.
Introduction to
working with the media
Five reasons to work with the media
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The secret to working with journalists
4
PR tactics
– Photo stories
– Media gift
– Partnership working
– Press releases
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How to write a press release
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How to get your press release noticed
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Maximise your PR opportunities through VisitScotland
– Tell us your news
– Press trips
– eUpdate
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Discover how easy it is to generate low-cost
coverage by working well with the media,
writing good press releases and maximising
the opportunities VisitScotland offers you.
Five reasons to work with the media:
1. Build and maintain your good reputation
The public is made aware of your products and
services and employees feel proud to work with
you because you are recognised in the media.
2. You can get positive coverage
If you cooperate with journalists or, even better,
proactively give them what they need.
3. Cost-effective
PR delivers high value for low investment.
Editorial coverage can often be more valuable
than advertising.
Resources13
Press release template
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4. People are influenced by what they read
Customers are more likely to take notice of an
article in a newspaper they trust, than an advert.
5. Sales
Public interest generated from the media can
result in direct sales leads.
This magazine is printed on
environmentally responsible paper.
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Introduction to working with the media
The secret to working
with journalists...
Be polite! Even if they aren’t. The best advice
is to help journalists as much as possible by
giving them (where reasonable) what they ask
for. Ensure that your information is relevant to
them and provides a good read! Do respect
their workloads – but don’t give up if the
first response is “no.” Here are a few things
journalists want from you:
Something new
Do you have an innovative product or service?
Give journalists an interesting angle to work with.
Try something quirky that reflects recent trends.
Something relevant
Review the media outlet you are targeting.
Think about the readers, listeners or viewers
and provide content that is relevant.
about to be released? Or is there an interesting
historical fact you’ve uncovered?
Topical or seasonal stories
Think about stories where you can maximise
on current news or tie into seasonal events.
For example, are you doing something special
for Valentine’s Day? Think about other ‘National
Days’ too – there are lots to choose from!
Statistics
Give them something factual to work with. If you
have any surprising statistics consider how these
might make an engaging media story.
Great pictures
Stories with images attract the reader’s eye.
Make sure your photos are of excellent quality.
You could even hire a photographer to do them
for you. If you don’t provide photos, journalists
are unlikely to spend their precious time
sourcing one.
Make connections
Are there connections between your business
and a celebrity or a new film or book that’s
PR tactics
There are a number of Public Relations tactics
you can use to communicate topics of interest
to the media and potentially generate coverage
for your business. Among these are:
Photo stories
If you have a story that can be illustrated well
through a photo, consider appointing a press
photographer. Most press photographers will
be able to send images to media titles for you.
To find one, contact reputable local photographers
or search the National Union of Journalists (NUJ)
Freelance Directory.
Media gift
If you have a product you think might inspire
media to take notice of your business, consider
sending it to your target publication. This may
not result in direct coverage, but it’s a good way
of building relationships.
Partnership working
Consider working in partnership with other
businesses to create packages or stories
that could help strengthen the appeal of your
PR. Look at events in your area and work with
partners to provide a timely hook for a story.
Interviews
If you identify a regular feature in a newspaper
that requires an interviewee, offer yourself or a
relevant member of staff to be interviewed for it.
Press releases
A press release is a piece of written
communication you can direct at the media
via email, post or on your website. The aim of
a press release is to provide all the information
that journalists need to develop a news story.
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Introduction to working with the media
copy
How
to write
a press release
A press release is an important tool for releasing
a story to your contacts. If you write a good one,
it is more likely to be used by journalists.
Before you start, ask yourself:
Why am I writing this press release?
Who is my target audience?
What’s my story?
If you feel a press release is the best way
to reach your audience here are 12 useful
tips for creating one:
1. Organise your facts
The first paragraph should contain information
on: who, what, why, when, where and how.
2. Timeliness and contact details
Make sure your story is timely and topical and
provide contact details so that journalists can
request further information if required. Provide
your telephone number, email address, website
and social media platform if you have one.
3. Write in the third person
“the customer stayed for a week” not
“my customer stayed for a week.”
4. Don’t use hyperbole
“his suitcase was heavy” is better than
“his suitcase weighed a tonne.”
5. Provide facts and figures not opinions
“the customer left a tip” not “the
generous customer left a tip.”
6. Create a catchy headline
Keep it short and simple with less than ten
words. Try to get the key point across in a
light-hearted manner. Make sure you grab the
attention of the journalist.
7. Use Quotes
Use quotes from people who can endorse your
story or provide insights which can add to it.
Make sure that you check with the individual if
it’s ok to use their quote and provide full details
of their name and job title where relevant. Use
quotes to draw conclusions e.g. John said, “I’ve
had such a great time at the Banana B&B that
I’ll definitely come back next year” rather than
“customers come back because they have a
great time at the Banana B&B.”
8. Keep it short
The shorter your press release, the easier it
will be for a journalist to consider it for a story.
Sometimes just a paragraph can suffice. Try not
to make your press release longer than a page.
9. DON’T send your press release
as an attachment
Anti-virus software can block attachments.
Paste the copy of your press release in the
main body of an email.
10. Write numbers
One to ten in letters and thereafter numerically,
e.g. one, two, 11, 12.
11. Don’t presume
The journalist or reader knows about your
company. It’s good to include a few words
on what your business does.
12. Spell check!
For VisitScotland’s template to help you
write your press release, please see the
end of this document.
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Introduction to working with the media
How to get your
press release noticed
Once you’ve written your press release, it’s
important to target it at the right time to the
right publications. Send your press release to:
A publication you know it would
be suitable for
For example your local paper might often include
stories about local businesses. Consider your
target audience, where they are based and
what media they absorb.
Your own networks
If you know another business, collaborate
with them and work together to get your
news noticed.
Here are some words
from two of our in-house
communications staff:
Your contacts
For example organisations that you work
with like VisitScotland.
Tom Maxwell
Press Officer at VisitScotland and former
freelance journalist comments:
Membership organisations or travel
associations you are part of
Such as The Association of Scottish Visitor
Attractions. They may be able to include
your story in their newsletter.
“To get your press release noticed, know the
publication you’re sending it to. Read several
issues of it cover to cover. Get to know regular
features and special offers pages that journalists
will be looking to fill up.
“Identify journalists that write about certain
themes. Sometimes it’s useful to phone
the publication’s reception and ask who to
contact for a certain story. Remember though,
you can’t expect your press release to go in first
time. Getting your story noticed is a learning
curve and sometimes it’s just down to luck.”
Barbara Clark
Head of Corporate Communications at
VisitScotland and former journalist comments:
“Don’t be afraid of journalists. Local newspapers
often welcome press releases from local
businesses – it’s their bread and butter. Timing
is also important. A newspaper goes to press
the day before it comes out.
“If you know the publication date, send in your
stories that day or the day after since that’s the
earliest opportunity for journalists to pick up
stories for their next issue. If you have an event,
try and publicise it two weeks in advance – that
means contacting the newspaper three or four
weeks in advance.”
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Introduction to working with the media
Maximise your PR
opportunities through
VisitScotland
At VisitScotland, we are always on the lookout
for interesting or unusual news stories that
demonstrate what Scotland has to offer as a
tourist destination.
Did you know...?
• Our Consumer PR team promotes the
Scotland brand to media contacts in the
UK and worldwide. In 2010/11, more than
4,850 pieces of Scotland coverage were
generated as a result, reaching an audience
in excess of 575 million.
• The coverage we generate extends beyond
the travel pages to highlight the wider
tourism offering in Scotland. This includes
coverage in fashion, food & drink, sport
and entertainment media sections.
Tell us your news
The consumer PR team is interested
in hearing from you to make sure there
are plenty of story ideas and travel
news featuring the best of Scottish
tourism products.
• VisitScotland works on some major
joint projects which generate immense
news interest, for example we have worked
with film distributors on The Da Vinci Code,
The Water Horse, The Eagle and other films
connected to Scotland.
Ruma Cummins, UK & Ireland
Consumer PR Manager says:
“We have a partnership approach
to working with industry and love
to receive your news and product
information. The team sets up over
100 press trips a year so we are always
looking to work with businesses on
these. Our monthly PR newsletter
is sent to a database of over 400
journalists. We also send out
seasonal stories and we’re always
looking for surprising and quirky
information for these.”
Journalists often work at least three
months ahead of schedule, so we need
to know about what you have planned
as early as possible.
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Introduction to working with the media
We’d like to hear about:
• New business developments or
surprising stories e.g. is there a stunning
wildlife spectacle that takes place in your
area that you can’t see anywhere else in the
UK? Or are you offering a new style of eco
accommodation?
• Seasonal offers such as Christmas packages
or Valentine’s Day Promotions
• Golfing packages
• Events you are hosting
• Year of Creative Scotland 2012 stories.
For more information on how you can
get involved: www.visitscotland.org/
business_support/business_resources/
year_of_creative_toolkit.aspx
There are no guarantees that your press release
will be used for a story. However, we endeavour
to use as many stories as possible for our regular
media update that is sent out every six weeks.
So please keep us up to date with what you
are doing.
Press trips
We can arrange for you to host a journalist
during the press trips that we organise. Having a
journalist stay at your hotel, visit your attraction
or eat at your restaurant, gives them the perfect
opportunity to review your business. Remember!
It’s important that you clarify what you’ll get
in return for your hospitality – for example a
reference to your website in the article.
Make sure that you know how much will be
written about your business – whether it’s a
paragraph or simply a link to your website. Make
the most of this opportunity and use it to present
the very best of your business. Offer a warm and
personal welcome and check the journalist has
everything they need.
Resources
• You can find out more about the visitors
that come to Scotland and their holiday
habits on the research and statistics
section of VisitScotland’s corporate website.
This may help you to target your stories
to the right audiences:
www.visitscotland.org/research_and_
statistics/visitor_research.aspx
• For more information on the PR teams
at VisitScotland:
www.visitscotland.org/media_centre.aspx
• The Chartered Institute of Public Relations
has PR resources and information on training
schemes and events:
www.cipr.co.uk/content/scotland
• The National Union of Journalists
Freelance Directory contains contacts
for copywriters, photographers, translators
and other media professionals:
www.freelancedirectory.org.uk
• The PRCA is the professional body that
represents UK PR consultancies, in-house
communications teams and PR freelancers:
www.prca.org.uk
• Trav Media works as a communications
channel by sending press releases from travel
companies and organisations to journalists:
www.travmedia.com
• Food4media works as a communications
channel by sending press releases related
to food and restaurants:
www.food4media.com
eUpdate
Keep an eye on our eUpdate newsletter which
is issued once a month. The PR teams often
include requests for information on specific
media projects we are working on. To view
recent editions of the VisitScotland eUpdate
and to subscribe go to: www.visitscotland.
briefyourmarket.com/default.aspx
To submit your story to the PR team and/or to
tell us you would like to host a press trip, please
email travelpr@visitscotland.com
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Introduction to working with the media
Press Release Template to help you create yours
COMPANY LOGO
NEWS RELEASE
Insert date
(may be embargoed until the day you want press to print or for ‘immediate release’).
CENTRE THE HEADLINE & BOLD/CAPITALS
around 16pt for the font
[Usually 11 or 12 pt for main body text.]
Your first sentence should get to the point immediately, summing up what the story is
and catching the journalist’s attention! (No more than 2 sentences).
Keep all sentences reasonably short and sell your story as you speak, keeping it
interesting and to the point. Mention key points about your company/organisation
‘Dundee’s number one tourist attraction / Oban’s renowned seafood restaurant’ etc.
Build the picture through paragraphs three and four giving more detail. Any partners
involved should be mentioned in your press release.
Include supporting quotes that should add value and information, with the most
important first: John Smith, manager of xxx Hotel said: “....”
There should ideally be no more than two, maximum three quotes in a release.
Include any relevant information the reader will need e.g. to book tickets, call xxxx or
go to www.xxx.co.uk
ENDS
(This indicates to the journalist where your story ends).
For further information please contact:
[name, title, organisation, telephone number and email address]
Notes to editors:
(usually in 10pt) – Bullet points to give information on the organisation/company that
isn’t needed in the main body of the release but good to give journalists as background.
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We’d like to hear from you.
If have any comments on
this publication, or ideas
for future AdviceLink
guides, please email us at
advicelink@visitscotland.com
For further business advice,
visit Business Support at
www.visitscotland.org
Published by VisitScotland Partnership
Communications – Advice team
VisitScotland
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94 Ocean Drive
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