Communicating Crime Reduction

Working with the news media

Who are the news media?

The news media – press, radio and TV – reach people in their homes, cars, and as they go about their daily lives. The local media are usually well trusted by local people, who view them as a source of information and as a campaigner on the issues that affect their lives.

There are some 1,300 regional newspapers in the UK, including 25 morning papers, 75 evenings, 21 Sundays, 535 paid-for weeklies and 645 free weeklies. (Source: Newspaper Society). Every region is covered by local BBC and independent TV stations, and most communities have one or more local radio stations. 

However, it’s important not to think of the news media as the ‘best’ or the ‘most important’ way to influence or engage the public. In many circumstances, the news media may well be the most appropriate option, but there are plenty of other ways to communicate, each with their own pros and cons. There’s no fee for getting a story into the news media, but you have little control over how your information is used. Talking to people in meetings is a good way to establish a dialogue – but you can only communicate with a small group at any one time. Alternatives such as posters, leaflets and advertising cost money, but can be targeted to particular audiences and even individuals. 

Any communication with the public should be done in the context of a co-ordinated communication strategy. A strategy brings together all the CDRP partnership partners, making sure everyone is putting out the same messages, and that communication initiatives are co-ordinated. 

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