CSR and the Media

By Dilaila Mohd Yunus

It goes without saying that the media plays a huge role in promoting the cause of your CSR. The publicity gained from their coverage in invaluable as the media have a large existing audience which covers most demographics.

So cultivate the friendship of the press, make them your best friend. Learn the names of the editors of newspapers and trade magazines as well as the producers of electronic news. These are the people who have the power to help promote your CSR cause.

Inviting the press

Send the press a written invitation and follow up with a personal call. Don’t take for granted that they have received your invitation.

Give them ample notice to ensure someone will cover your event. Include the agenda, the map to your venue and contact details in your invite.

Feeding the press

A press kit is mandatory. Include the agenda, a press release or two, a copy of the VIP speech, pictures to accompany the story, contact information for any further questions, and a door gift if your budget allows it.

Give them good seats during the event. Make sure the photographer knows where to go and have access for close-ups.

Allocate a time and a venue away from the other guests for a press conference. Give them plenty of time to clarify things.  Make sure they have access to your spokesperson.

Impress the press

When hosting a press conference, make sure you’re prepared. Your spokesperson especially, must be well briefed.

Write the list of the anticipated Q&A and be prepared for any eventuality.

Make a list of who’s attending, their name and designation; so you know who you’re dealing with and can anticipate the kind of angle they would be interested in.

Tips on writing press releases

Make sure your press release is news-worthy. The headline itself should communicate what is new with your CSR. Make it clear. Make it exciting. Make sure the benefits are highlighted.

Sending a soft copy of your press release to the editor is the best way to ensure it won’t go missing. A soft copy also prevents mistakes.

Keep your press release short. If you have more than one news, break it into two press releases. This would help the editor split your CSR story into two different pages, or even cover them on different days.

One of the rules when writing a press release is: one point, one paragraph. This helps the media with the editing process. If  your article is too long for the space allocated, the editor won’t need to rewrite but just take out a paragraph.

Keep the media in the loop

Keep in touch with the media on a regular basis. Update them periodically. Give them exclusivity every now and then. Keep the relationship going and keep your CSR is the press.

The writer is an international award-winning KL-based creative consultant with more than a decade’s experience in some of Malaysia’s most prominent advertising agencies and now runs In Other Words.