Using the Media

Using the Media

Direct strategy, not a “media strategy” Media is not a method for winning Media alone will not determine outcome

Who Controls the Media?

Two Primary Goals: Make money, promote a political climate

Media caters to corporate sponsors- Media is not neutral

Secondary Goal: Increase audience

When to Use Media?

Beginning of campaign: Garner support and prove the campaign can get media coverage

Middle of campaign: Embarrass a target

Options for Using the Media Events: Media hits, demands Press Conference: “Talking heads”

Reporters should absorb the informationSpeakers stick to three points at mostFamous personalities in background if neededCharts

*EVENTS AND CONFERENCES: STAGED FOR MEDIA* Press Release: Report an issue, monthly releases Interviews/Talk Shows: Provide guests

Get to know producers Letters to the Editor: Most widely read other than front page

Short Respond to previously printed articles

Options for Using the Media Op-Ed: Write for general interest

Longer piece Not a personal complaint

Meeting with Editorial Boards: Strength of your argument is of utmost importance Bring research and scholars Bring person with national regard if possible Speak as to why their readers will be interested Send press release

Bulletin Boards: Post your message, let name be heard in media building

Video Press Release: For Big stories, use your resources Radio Actualities: Provide pre-packaged interviews to stations

Media Tips Write a headline: What will the event be titled? Write a media advisory: Who, what, where, when, why, photo op

Don’t give too much information Hard news event: Not just important to you

New information, new activity People gathering National news link New twist on old story Celebrity speaks on your behalf

Think pictures: We write to visuals! Signs, banners with slogans Ensure signs can be seen Buttons

Media Tips

Be quotable: Speakers should use the same quote

Help reporters: Write factual, well-written releases

Know the staff: Get to know reportersOnly use them when you have news

Human interest: Always looking for real people!

Luck: “Barring breaking news”

Media Tips

Control the EventPress table, press greeterMedia kitsContact and speaker informationPack a “ media box” including extension cords, bulbs,

brochures, flyers, markers, easel

Writing Skills vs. Communication Skills Press-friendly web site: Press releases,

contact information

Media List E-mail blasts Fax blasts Mailing labels Contacts

City desks Reporters Student newspapers Religious news outlets Daily papers, radio stations, TV stations, wires

Send info 3 to 4 days before the event Follow-up phone calls

Preparing Spokespeople

Speaker should be a volunteer leader, someone is doing actual work

If director is speaking, use leader quotes in news releases

Practice questions Use quotable quotes, scripts Use name of organization in answers

Writing Press Releases Letterhead: News or News From, logo Heading

Name, address, date For Immediate Release or Hold Until For more information contact

Write headline Double spaced, no more than 2 pages Lead paragraph should be strong, include dateline Second paragraph should use quotes Third paragraph documents evidence Last paragraph should include contact information For an event or announcement: Media Advisory or News

Advisory and include a Photo Opportunity

Examples:

Good press release and site

http://pspca.org/ Great site, press release needs work

http://www.curecvsnow.com/blog/2009/02/what-do-we-want-condom-access.html

City paper video- protest example