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Module journalists is a long process, and getting help from a colleague might ease your way towards your goal
7 of getting media coverage.

Look at possible channels for approaching the media and attracting their attention. This can include
press releases in written and audio formats and press kits, press conferences, press briefings or special
media events. A strategic relationship with the media might include an environmental page every week
9-12 December, 2013 to communicate with journalists. UNEP has been practicing real and virtual media tours to attract the
in one particular paper. Depending on the nature of your announcement, you need to find the best way

attention of international media. For several years, UNEP held eco-journalist festivals in Central Asia.

You will need to develop a story line, and assemble and package the vital findings of your research and
the key messages from your assessment. Again, seek advice if you can. Common practice is to proceed
with a short (about one page), clear and understandable (non-technical) press release.

Communicate the press release openly by putting it on the website, sending it to main news agencies
and to your journalist network. Look for a good opportunity to launch your message, such as a political
event, a scientific conference or a high-profile social event, or an on going debate. You may also organize
a media event dedicated solely to the IEA.

BOX 9 Preparing a press kit.

When launching an IEA report, you will benefit from preparing a press kit for the participants
on the event. Journalists are often too busy to search for information or to read an IEA
report from cover to cover. A press kit helps journalists to use your information, improving
your chances of getting media coverage.

The contents will vary, but always include background information on the organizations
behind the report, an executive summary of some way of highlighting the key findings in the
report, a press release and some graphics.