ESAP2 Communication Day

June 18, 2015

Addis Ababa, Ethiopia

Media landscape • There are more than 24 commercial and

community radio stations.• There are 17 licensed Newspapers and 20

magazines. • Ethiopia has one national TV (EBC) with three

outlets. • The Ethiopian Broadcasting Service (EBS) is

an independent TV channel that broadcasts its contents in Amharic.

Media landscape

• Radio is the main source of news and information in Ethiopia, especially in the rural areas where 80% of the population lives.

• Four out of five Ethiopians use radio as source of information.

• Print publications are almost exclusively in Amharic, focus heavily on Addis Ababa, and are usually only available in major cities.

Tools for communicating with the media

• Press release• Press conference• Media tour• Writing opinion editorials• TV/Radio talk shows

Press releases: writing and distribution

What is a press release? • An official written statement from an

organization to the media.

• It informs the media about certain achievements, scheduled events and a call for action among others.

What to include in a press release

• New information

• Facts, statistics and quotes

• Answer the five W questions; who, what, where, when, why

What are parts of a press release?

• The headline should be short, informative, catchy and compelling.

• The first paragraph contains the most important facts you have to report and gives the facts significance.

• The body has additional information and quotes that support the story outlined.

Format

• The release date• Contact person with address• Headline • Organization identification

Distribution

• Planning: which media outlets and news reporters are the right people to get the release? Make a list.

• Technology: use the speediest technology available; email or fax.

• Follow up: make phone calls to confirm receipt of press release.

Being a Good Source

• Timely information• Local interest• Human interest• Conflict • Uniqueness• Credibility• Celebrity

Group Exercise

• Prepare a one page long press release focusing on your SA project’s remarkable result/s.

Thank You!