The media is a powerful tool for getting the word out about IFAD’s issues and activities. Media exposure can make decision-makers more receptive to IFAD’s message while at the same time highlighting the effectiveness and impact of IFAD’s work to donors and partner governments. IFAD strategically uses interactions with the media to project its brand, advocate for rural people and educate and motivate individuals, communities, governments and policy-makers to embrace the Fund’s key messages. As well as proactively contacting the media, IFAD also needs to react to opportunities quickly and craft messages in a way that relates to the bigger picture.
But working with journalists is a skill. Once information has been shared with the media, whether published or not, it never disappears from public record. Because of this, it is vital to get IFAD messages across succinctly and correctly the first time by using skilled and experienced spokespeople who understand how the media environment operates. Staff who have been trained for media interviews and who are authorized to speak to journalists on behalf of IFAD should follow the Guiding Principles (IFAD staff).
This section provides information on how IFAD use media tools and opportunities to maximize its exposure.
But working with journalists is a skill. Once information has been shared with the media, whether published or not, it never disappears from public record. Because of this, it is vital to get IFAD messages across succinctly and correctly the first time by using skilled and experienced spokespeople who understand how the media environment operates. Staff who have been trained for media interviews and who are authorized to speak to journalists on behalf of IFAD should follow the Guiding Principles (IFAD staff).
This section provides information on how IFAD use media tools and opportunities to maximize its exposure.
Media opportunities
Today print and broadcast media include both hard-copy and online newspapers and magazines and radio and television networks and stations. They produce various types of content:
Opinion editorials or ‘op-eds’. Op-ed articles are essays written by thought leaders and experts. The term 'op-ed' is short for ‘opposite the editorial page’, and traditionally that is where they appear in a newspaper. While op-eds must be factually accurate, their purpose is not to report facts but to allow those outside of the journalism field to take a stand and express opinions on issues of the day. Op-eds generally address topics that are in the news or offer unique or controversial opinions. Editors usually try to convey a variety of perspectives on the op-ed page. Space for op-eds is limited, and their authors are usually acknowledged experts or well-known personalities, so getting one accepted for publication can be difficult.
Letters to the editor. Letters run in many print publications, and digital media online offer further space for various forms of reader feedback. Letters to the editor typically respond to articles that previously appeared in the publication. Letters are shorter and allow more (but lower profile) opportunities than op-eds to raise issues.
Press conferences. Press conferences offer the chance to present more detailed information and interact with journalists, particularly by facilitating their coverage of a particular story. Press conferences are useful to get an important and timely story, for example announcing a significant achievement, a response to a major disaster or a high-level visit, out to the media. Press conferences serve as an efficient way to provide important information to all interested journalists and allow them to interview knowledgeable officials and experts.
News stories. For daily newspapers, online media and broadcast news programs, news stories normally present concise coverage of events that have taken place in the last 24 hours or new information and developments related to ongoing events. ‘Breaking’ news stories cover events that have just happened or are being reported for the first time. They generally appear on the front page of newspapers and at the beginning of broadcast news programs. More in-depth news stories and investigative reports provide further details on events that ‘broke’ earlier, or they cover longer term issues, such as poverty. Nevertheless, capturing the newsworthy elements of a story or information product is essential to get the attention of media and generate coverage.
Feature stories. Feature stories go beyond hard news to provide details about impacts on people. Feature stories are generally longer and not time-bound, although they must be topical and connected to public interest. More time can be taken to prepare feature stories, and they allow more space for detail, analysis and human interest. An ongoing IFAD programme that has clear results and a demonstrable impact on people’s lives could be the subject of a feature story.
Interviews. A staple of television and radio talk shows, interviews with newsworthy people also appear in print or online publications. Interviews are generally linked to current events or could be features on longer-lead topics such as climate change. Some interviews rest solely on the prominence or celebrity of the subject. High-level IFAD officials are good candidates for broadcast and print interviews.
Opinion editorials or ‘op-eds’. Op-ed articles are essays written by thought leaders and experts. The term 'op-ed' is short for ‘opposite the editorial page’, and traditionally that is where they appear in a newspaper. While op-eds must be factually accurate, their purpose is not to report facts but to allow those outside of the journalism field to take a stand and express opinions on issues of the day. Op-eds generally address topics that are in the news or offer unique or controversial opinions. Editors usually try to convey a variety of perspectives on the op-ed page. Space for op-eds is limited, and their authors are usually acknowledged experts or well-known personalities, so getting one accepted for publication can be difficult.
Letters to the editor. Letters run in many print publications, and digital media online offer further space for various forms of reader feedback. Letters to the editor typically respond to articles that previously appeared in the publication. Letters are shorter and allow more (but lower profile) opportunities than op-eds to raise issues.
Press conferences. Press conferences offer the chance to present more detailed information and interact with journalists, particularly by facilitating their coverage of a particular story. Press conferences are useful to get an important and timely story, for example announcing a significant achievement, a response to a major disaster or a high-level visit, out to the media. Press conferences serve as an efficient way to provide important information to all interested journalists and allow them to interview knowledgeable officials and experts.
News stories. For daily newspapers, online media and broadcast news programs, news stories normally present concise coverage of events that have taken place in the last 24 hours or new information and developments related to ongoing events. ‘Breaking’ news stories cover events that have just happened or are being reported for the first time. They generally appear on the front page of newspapers and at the beginning of broadcast news programs. More in-depth news stories and investigative reports provide further details on events that ‘broke’ earlier, or they cover longer term issues, such as poverty. Nevertheless, capturing the newsworthy elements of a story or information product is essential to get the attention of media and generate coverage.
Feature stories. Feature stories go beyond hard news to provide details about impacts on people. Feature stories are generally longer and not time-bound, although they must be topical and connected to public interest. More time can be taken to prepare feature stories, and they allow more space for detail, analysis and human interest. An ongoing IFAD programme that has clear results and a demonstrable impact on people’s lives could be the subject of a feature story.
Interviews. A staple of television and radio talk shows, interviews with newsworthy people also appear in print or online publications. Interviews are generally linked to current events or could be features on longer-lead topics such as climate change. Some interviews rest solely on the prominence or celebrity of the subject. High-level IFAD officials are good candidates for broadcast and print interviews.
Outreach tools
Press releases are the main vehicle IFAD uses to distribute information. To be effective, they need to offer real news that journalists can use to write their stories. For example, IFAD might put out press releases to announce the launch of a major report, the appointment of a new representative, the conclusion of a major agreement with a government or the debut of an innovative new programme.
Video news releases resemble press releases but provide video footage to enable broadcast media to assemble a news report suitable for their audiences. For television broadcasters and news agencies to use these materials, however, it is essential that the video footage is recent, ideally shot within the last few days. IFAD regularly distributes video news releases incorporating footage from IFAD-supported projects and interviews with IFAD officials.
Media advisories, alerts and invites are brief ‘heads-up’ notices that contain only the critical information that will encourage journalists to cover an event. They provide the date, time, location and main focus of the event, such as the topic and who is participating. These should have a compelling headline (and e-mail subject line) as well as brief introductory text aimed at generating interest in the story.
IFAD maintains regularly updated lists of leading media contacts working with country, regional and global media outlets. IFAD regularly provides media materials to journalists as well as to other UN agencies, partner organizations, think-tanks, and NGOs (such as organizations of farmers, women, young people), as a means to distribute and amplify IFAD’s messages.
Video news releases resemble press releases but provide video footage to enable broadcast media to assemble a news report suitable for their audiences. For television broadcasters and news agencies to use these materials, however, it is essential that the video footage is recent, ideally shot within the last few days. IFAD regularly distributes video news releases incorporating footage from IFAD-supported projects and interviews with IFAD officials.
Media advisories, alerts and invites are brief ‘heads-up’ notices that contain only the critical information that will encourage journalists to cover an event. They provide the date, time, location and main focus of the event, such as the topic and who is participating. These should have a compelling headline (and e-mail subject line) as well as brief introductory text aimed at generating interest in the story.
IFAD maintains regularly updated lists of leading media contacts working with country, regional and global media outlets. IFAD regularly provides media materials to journalists as well as to other UN agencies, partner organizations, think-tanks, and NGOs (such as organizations of farmers, women, young people), as a means to distribute and amplify IFAD’s messages.