Iain Pope, news editor of the Edinburgh Evening News, was guest speaker at the Meeting the News Agenda event, a collaboration between PRCA Scotland and PRCA’s Charity & Not-For-Profit Group, on Wednesday 22 April.
The focus of the session was to explore the paper’s policy to cover charity or campaign stories only if accompanied by a real life case study, but it was Iain’s honesty and openness - in particular when outlining the challenges faced by those on the news front line - that had the greatest impact.
“This (Covid-19) is the biggest story of our generation, and it could make or break us,” says Pope.
“It has changed everything for everyone. It makes things demonstrably harder every day.”
“Nothing replicates the newsroom experience - the information you soak up by being in the same space. It’s challenging. You don’t realise the importance of the conversations you have until you aren’t having them.”
He sounds deflated, but he’s certainly not defeatist.
“It’s difficult,” he admits; “but that said, that we’ve been able to do it at all is a miracle.”
Pope leads a team of three reporters who are doing everything they can to keep this show on the road and their output is impressive – the paper’s pagination remains the same as pre-lockdown.
He has some good news too. Print sales are holding up remarkably well given the impact of lockdown, although it’s fair to say that they’re holding up from a relatively low start point.
Ultimately, will their efforts be worth it?
“We have a desire to keep print going as long as possible,” says Pope; “but a decision which was three or four years away might now come around sooner.”
Prior to the onset of Covid-19, a digital acceleration plan had been put in place by the paper’s owners, JPI Media.
It doesn’t leave much to the imagination.
Pre-Covid-19, page impressions averaged 100,000 per day. Currently, the number is closer to one million.
Revenue figures, however, are less impressive.
“The digital pennies don’t match the print pounds,” he admits, yet the existence of the paper in its current form is precarious.
Content is king, increasingly across digital platforms, but print still pays the bills.
PRs and press must work together for maximum impact, so, to best meet the news agenda, what works?
The Edinburgh Evening News is currently committing nine pages to Covid-19 content.
“If you’re in that area, then great, ”says Pope. “If not, your chances of getting in the paper are nine pages less.
“We need ready-made packages. I know that sounds greedy, but due to pressures, we need something that approximates to a story.”
Tips (specifically targeted at coverage in the Edinburgh Evening News):
· Well-timed content has a better chance of being picked up – it’s helpful for the team to receive releases as early in the day as possible
· Understand the news agenda
· Don’t worry about following up with a call – it can be worth checking to see if your release has been picked up
· Succinct subject line (avoid stating the obvious with ‘Press Release’)
· A relevant case study will get your content noticed
Finally – buy a paper. It works both ways.