The media is a great way to reach a large audience. Research shows that parents get the majority of their information through the media - from TV, newspapers to baby magazines. It is an efficient way of letting a large number of people know about an event and it can increase knowledge about how to reduce the risk of cot death and our activities.

• Getting started
  Working with the media can mean anything from writing a letter to a newspaper to organising an event to which journalists are invited. You may be able to gain an equal amount of press coverage whether you are one person writing to a letters page or a team of people arranging something spectacular.
  
• What do you want to say?
  It is always best to stick to one clear message. Have a think about what the important part of the message is: is it to publicise an event, to explain the reduce the risk message, or are you replying to badly presented information?
  
• Who do you want to say it to?
  Do you want parents to hear the reduce the risk message? Or maybe you are organising a sponsored sports event that athletes might be interested in? Maybe you just want as many people as possible to hear your message. Before deciding which papers, radio or TV programmes to contact it might be useful to have a think about these questions. For example, a day time radio programme might be listened to by parents and carers, whereas employed people are more likely to listen to the radio on the way to and from work.
  
• Finding out about your local media
  Have a look in your telephone book or the local library to make a contact list of local newspapers, radio and TV programmes - try to find a contact name too. This might the health correspondent, letters editor or the listings editor. The next step is to find out about deadlines. The deadline will be different for TV, radio and magazines. It may also be different for different newspaper sections.
  You could just phone the paper or programme to find out most of this information by saying something like, "I am a supporter of the Foundation for the Study of Infant Deaths and wish to send you a press release about xyz. Would you please give me the name and the contact details of the producer for the 'Ask the expert' radio programme".
  You might like to look through your local press to get an idea of their style and content, and the names of journalists who might be interested in your story.
  
  You might also want to contact groups in your area which have newsletters ie. church group, parent & babies groups, local groups of other health and medical charities. Their members might be interested to know about your event or activity.The press office at the national FSID office or your regional co-ordinator may be able to help you with contact names and addresses.
  
• News Value
  Journalists like stories that are:
  Topical Have a human interest
  Local and national media have a different idea about what is worthy of being news. Local journalists will want a local story or a local angle to a national story.
  
• Preparing for a news article
  When you are approached by a local radio station requesting an interview, check:
  • What they want you to speak about
  • When and where they will want to interview you
  • How long the interview will be
  • Will it be pre-recorded or live
  • Whether anyone else is being interviewed with you
  • The format the interview will take.
    
    For example, is it a phone-in or a one-to-one discussion with the presenter?
    
  • If a journalist phones you out of the blue and asks you for comment, it is often a good idea to ask whether you can phone them back. This gives you times to think what you want to say and prepare any facts or figures you want to include. Remember that you do not have to say yes. You may want to call our press department to discuss what to say. If you feel ill-prepared or unhappy with the subject you can always suggest that they contact the national office.
  • Radio interviews normally last no longer than two or three minutes. It is important to plan what you want to say so that you can get across the main points. Stick to a few key points, rather than squash too many into too short an interview.
    
    Think about what questions they might ask you and how you might reply. What is the worst question that they could ask? How would you answer?
    
  • During an interview:
    • Get your point across as soon as possible and give short answers
    • Speak slowly (don't garble because you are nervous!)
    • Have our helpline number and the Reduce the Risk of cot death advice in front of you
    • Use everyday language and no jargon -  If you're conducting the interview over the phone try to put the phone in a room with no background noise (washing machine, large ear-rings, babies etc)

If you are asked to be interviewed for television, please contact our press department for advice.