5th December 2010, 02:05 PM
As much as I hate bad press, which there is to much to count, we (archaeologists) need to understand how the news system works. By understanding the system you can understand why news articles seem to get it wrong so often.
A reporter each day has a meeting with their editor were they pitch anywhere from 3-5 potential news stories. The editor can pick up all 5 or none (means no money)of the stories at which point they then have to produce those articles THAT day, usually.
Problems: 1. reporters need to pick articles that will get published so they can get paid- this leads to articles that are over the top e.g. American Indians in Iceland. That is because those articles are the ones that make it into the papers.
2. Those 3-5 articles get picked up or not ether way they are dead after that day. Meaning each day they have to find 3-5 NEW stories and 3/4 of a reporters time is trying to find 3-5 new interesting stories that will get published.
3. 5 articles get picked means you have to write 5 articles usually in about 2 hrs so if each article is 350-500 words your looking at writing 2500 perfect and spellchecked in 2 hrs PLUS all the research for those articles including getting quotes. Most papers have a 2-3 pm story deadline and most meetings with editors are around 10-11 in the morning. not alot of time to write a story.
When you know that pretty much less then a day probably only a few hours was spent on every article you read in a newspaper it makes you want to:face-crying:.
How we can make it easier for the reporters and so the story is reported factual is to practically write the story your self. Seriously when you write a press release write it like a newspaper article. First line should sum up everything followed by the details. Keep it under one page (do or die report bin anything that is more then a page) put some of your own quotes in there from people (makes it easier for the reporter and you won't get miss-quoted) end it by giving your contact details for more information and additional quotes (have a couple of extra quotes handy if they do call). Oh and have a catchy title.
If you follow those rules you make it ten times easier for the reporter to use those 30 min. they have allotted to your story. They all need quotes and when going through 100 plus leads/press releases a day they need to be able to skim the first sentence or just the title and decide if its worth pursuing.
Basically in your press release you have just written the story for them and dont be surprised if they use it word for word. I have had several press release cut and pasted straight into articles without any corrections. While I was not paid for it at least all the facts were correct.
A reporter each day has a meeting with their editor were they pitch anywhere from 3-5 potential news stories. The editor can pick up all 5 or none (means no money)of the stories at which point they then have to produce those articles THAT day, usually.
Problems: 1. reporters need to pick articles that will get published so they can get paid- this leads to articles that are over the top e.g. American Indians in Iceland. That is because those articles are the ones that make it into the papers.
2. Those 3-5 articles get picked up or not ether way they are dead after that day. Meaning each day they have to find 3-5 NEW stories and 3/4 of a reporters time is trying to find 3-5 new interesting stories that will get published.
3. 5 articles get picked means you have to write 5 articles usually in about 2 hrs so if each article is 350-500 words your looking at writing 2500 perfect and spellchecked in 2 hrs PLUS all the research for those articles including getting quotes. Most papers have a 2-3 pm story deadline and most meetings with editors are around 10-11 in the morning. not alot of time to write a story.
When you know that pretty much less then a day probably only a few hours was spent on every article you read in a newspaper it makes you want to:face-crying:.
How we can make it easier for the reporters and so the story is reported factual is to practically write the story your self. Seriously when you write a press release write it like a newspaper article. First line should sum up everything followed by the details. Keep it under one page (do or die report bin anything that is more then a page) put some of your own quotes in there from people (makes it easier for the reporter and you won't get miss-quoted) end it by giving your contact details for more information and additional quotes (have a couple of extra quotes handy if they do call). Oh and have a catchy title.
If you follow those rules you make it ten times easier for the reporter to use those 30 min. they have allotted to your story. They all need quotes and when going through 100 plus leads/press releases a day they need to be able to skim the first sentence or just the title and decide if its worth pursuing.
Basically in your press release you have just written the story for them and dont be surprised if they use it word for word. I have had several press release cut and pasted straight into articles without any corrections. While I was not paid for it at least all the facts were correct.