In This Issue
In this issue of Media Matters:
- Fast fashion fuels ethical debate
- Media news and updates including the imminent launch of eco- you
- DIY PR - how to build your own media list
Primark Brings Ethics To The Mainstream
Last Monday saw a highly publicised Panorama which highlighted the ethical issues surrounding fast fashion - 4.2 million people watched the programme. The debate carried through to the weekend's newspapers and certainly raised awareness of ethical issues in fashion.
The main subject of the documentary was Primark's use of child labour. The retailer refused to give comment but reacted quickly, before the programme was aired, to end relationships with three suppliers who had employed child labour on their behalf. However, this action only fuelled further debate as to whether this was a responsible course of action. Panorama came under criticism for not giving the workers a voice and allowing them to communicate their opinion on the work they were doing.
Despite the notable media coverage around the programme and protests outside their stores, there seems to have been little impact to date on Primark's sales.
Read the news reports from The Guardian and Daily Mail below:
The Guardian
Daily Mail
If you haven't seen it, the programme is still available here, for another two days.
Media News
2 minutes with Joanna Yarrow Editor, eco-you..........
Big Spark Publishing launches green lifestyle magazine eco-you later this year with GMTV's sustainable living expert Joanna Yarrow at the helm. What does the magazine aim to cover?
Eco-you focuses on all aspects of daily life from fashion to finance, but from an eco-friendly perspective. We aim to tackle important issues but with a human-interest angle. It will be free of charge and available in Tesco and Sainsbury's from September.
How do you differ from your competitors?
Firstly, we are free. Secondly, we focus more on human-interest and people's relationships with key issues and human dilemmas. And thirdly, we aim to be fun, upbeat and give some glamour to the female readers.
What sections should readers expect to see?
We have health, beauty and fashion features and a food section that lists seasonal fruit and vegetables. Our interiors section will feature former Changing Rooms presenter Oliver Heath demonstrating how to make your home eco-friendly. All sections feature behavioural change tips.
Who are you expecting to read eco-you and what will they get out of it?
The readership will be busy, but broad-minded, women who are interested enough to pick it up. The magazine dispels eco-myths and eco-dilemmas through a combination of simple facts and information, as there are far too many contradictory stories out there. We want to prove that eco-living is not expensive or time-consuming.
What advice can you offer people pitching to eco-you?
We will be looking for green celebrities to interview. Organic beauty products are always a favourite so give us a heads up on what is new to the market. Overall be quirky, whether it is a real-life story or putting me through my paces at an army boot camp. Email press releases far in advance, especially events-related items.
Circulation 100,000
Deadline 2 August for September issue
Frequency Quarterly going bi-monthly
Contact eco-you@bigspark.co.uk
Source: PR Week
Emma Pritchard is looking for green news to feature on the green page in Woman & Home magazine, contact emma_pritchard@ipcmedia.com
Here's a request from Sun Express magazine that you may be able to help with:
PUBLICATION: Sun Express mag (Request for personal case study)
JOURNALIST: Kate Baily (staff)
DEADLINE: 17-July-2008 19:00
QUERY: Green from cradle to grave! I'm looking for 3 female case studies
who have gone eco/sustainable/organic/ green during one of the following
rites of passage:
a)childbirth,
b)wedding or
c)funeral
It can be your own company or a personal choice. Wild and wacky or just good sense, whichever.
To be interviewed and photographed.
HOW TO REPLY:
Email: mailto:katebaily@tiscali.co.uk (preferred)
DIY PR - How To Compile A Media List
An accurate, current media list is essential to anyone who is looking to gain media coverage for their products or services. There are various ways of compiling one that can be done at different levels of cost. This guide is not exhaustive - rather, it is intended as a starting point.
A DIY media list
- This is the cheapest option, the only cost being your time in doing research online and on the telephone. It can be a bit of a slog but it's well worth it, especially since most people don't need the depth of contacts and level of detail provided by subscription services such as Mediadisk.
- Compiling a media list doesn't mean you need to have the details of every journalist, editor or producer in the country - most people will only need a brief list, especially if you are working at a regional level. Pick those publications and television and radio stations that reach your audiences and meet you communications objectives.
Useful websites include:
Newspapers
www.newspapersoc.org.uk - details of most newspaper titles in Britain.
Radio stations
www.bbc.co.uk - links to all BBC radio stations throughout Britain:
www.radio-now.co.uk
All media
www.mediauk.com - directory of television, radio stations, and newspapers throughout the UK.
Once you have the general contact details:
- Phone the newsdesk at each organisation to get the names, job titles, phone, fax and email of the people you want to contact. These could be people in positions such as news editor or features editor, which most outlets will have.
- Find out which journalists might specialise in your area, e.g. a women's editor or environment correspondent.
- introduce yourself to these key contacts with a brief phone call. Find out the best time to send each person information, the best time to call, and whether they want information by post, fax or email.
- Store the information you gather on each contact along with details of when you spoke to them last. Make it easy to update when people move on and new contacts replace them.
Useful books
Guardian Media Guide, available from bookshops, provides details of all media in the UK (pictured).
Other resources
You can buy software packages that enable you to search for and build lists of media contacts on very specific criteria for the entire UK media. They provide in-depth information, including telephone, fax, email, and areas of interest for each contact. Romeike produces Mediadisk daily online updates: www.romeike.com . There are some consortiums which allow you to collectively gain access to minimise cost, contact Mediadisk for details.
Adapted from Media Trust.
Goodworld Communications
We hope you found this edition of Media Matters useful. Goodworld is an ethical communications agency. It is designed to help organisations with a cause have their message heard widely through strategic communications. If you would like to discuss you communications needs, please email or call us.
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