If a few simple rules are remembered, the press can be turned into allies. Conversely, they can be come enemies if mishandled. Listed below are a few basic do's and don't's.

Be helpful

Make journalists' lives easier by giving them real stories. After all, stories are their stock in trade. Once you have established yourself as a reliable news source, they will occasionally call YOU. Avoid selling frivolous or trivial material which merely promotes the Scouts for no real reason-these are not seen as stories by the media. When phoning the press, always ask to speak to the news editor. He / she, has more interest in not missing a story and filling the paper, than a junior reporter. If he / she is not available and you are speaking to a reporter, be as pleasant as if you were talking to the editor.

Begin by saying "I have a story which may be of interest to your readers, alternatively say you are phoning to check they have received details of your event .

Do's and Dont's

• Don't insist that you have the scoop of the week. Journalists are notoriously cynical and your attitude will work against you
• Don't antagonise reporters or editors. Remember, you have no implicit right to be heard. The importance of your story can be eliminated or cut short if you are arrogant. When you are selling a story, remember that it is YOU who are selling
• Don't suggest that your story be given prominence
• Don't insist that it would make good editorial
• Don't say that you are holding an event and WANT a reporter to attend- say that they may like to send someone to your event
• Do include as many facts and figures about the local situation which could be compared with national issues in our society
• Do suggest (if appropriate) other people who would provide additional quotes or information
• Do suggest (if appropriate) a photograph that could accompany the story

Remember to say thank you if your story is used. Everyone likes to be thanked.

If your story did not appear in the form you expected, don't carp about it- unless it was factually incorrect. If there were mistakes, point this out in a pleasant way and add that the publicity did help. You are looking to build as many long-term friendships with journalists as possible. DON'T rely on friendships made in this to secure coverage of your story - it's a quick way of alienating people.

Finally, be patient. The provincial press is largely staffed by young reporters, often in their first jobs. They are hard - worked, underpaid and often under pressure.

Steve May | acccomms@glne-scouts.org.uk