By William Essex
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Additional resources for Can I Quote You on That?: A Practical Handbook for Company Executives Who Deal with the Media
More about this later. The basics 1: who’s the audience? There are two audiences. The first is the large group of disparate strangers who buy the title (or tune in, et cetera). Their characteristics and requirements are defined for 34 Can I Quote You on That? the journalist by a range of inputs. First, there’s the title itself. You can work out who reads Professional Nurse, for example, or indeed Swimming Magazine. You can pretty much guess what they want to read in their magazine. Then there’s market research.
That’s one big fat quote sorted out, but you still need a few more. You try another number. It’s the switchboard, but they put you straight through. Next, the press office puts you straight through. So does the PA who comes on next. Then you’re put through to the office of somebody who’s away until next week. But the voice that answered the phone says, “I can try to answer your questions if you like? I’m the technical manager. ” You ask the questions and get the answers, and better still, this guy has an even wackier job title.
You could provide those. • A story will be visual. The man on the Clapham omnibus, the veteran hack in the crumpled trench coat, the teacher with chalk-stained fingers and the single mum on a tight budget would all prefer to read about one in three people than about thirty per cent of the population. Make it real. Use examples. And if you can possibly come up with a case study of a real-live customer, I want it. • A story will have a human-interest element. See above. But also think about the reader.