Using the Mediato

Promote Awareness & Action

Agenda

– The Prep Work– Networking– Effective Media Outlets– Ways to Reach the Media– Follow up & Form Relationships – Practice Exercise

The Prep Work• Brainstorm timing and hook

– Find out who else is working on the issue and what they are saying

• Get savvy & be available• Develop a media contact list of reporters who

cover your issue • Create necessary contacts & materials to

make it as easy as possible for them

Networking• Keep your eye on any social/community events

where there may be media staff or media-savvy people

• Always get contact information & always follow-up after an in-person meeting

• Don’t be afraid to contact a reporter! Or to show off!

• Be friendly yet persistent

Effective Media Outlets•Print•Radio•Television•Internet

When deciding outlets, remember: Who are your targets?

Ways to Reach the Media

•LTE (varying in length)•Advisory•Event coverage•Press conference (vary in popularity

by location)•Radio/Television Interview•Broadcasted Discussion/Lecture•Other media methods?

Letter to the Editor (LTE)

• The 4 Cs: – Current– Clear & Concise– Controversial– Contact Information

Remember: style, affiliation, follow-upSee Tips of LTE…

The Press AdvisoryPurpose- press advisory is to notify the

media in advance about an event or activity

• Tips– State concisely the "who, what, where, when

and why" of the event – Be too the point and enticing to cover your story– It’s all about the headline! What would catch

your attention?

The “Sound Bite”• A message you can deliver in 10 or 15

seconds for the media.

• Main Purpose: turn listeners on!

• Think of it as a verbal business card to deliver when you're introduced to new people. Snappy & self-descriptive.

Timing your Outreach & Following Up• Find the time window appropriate to your area

(ex. For American media, you usually want to send our pieces 1 week-2 days prior in the hours of 10am-2pm)

• Follow everything up with a phone call. Something it takes at least two calls to pitch a story.

• Offer any additional support (information, interviewees, photographs, press kit)

• Confirm the correct contact every time.

Building Relationships with the Media• Follow up with a thank you card or letter to

any sources that cover you within a day or to of the coverage (but, no gifts!)

• Make yourself available & resourceful– Make it as easy as possible for them– Follow-up to any requests for information with a

letter or email within a couple days of the request

• Limited capacity?: Find your “beat reporters” and focus on them

Practice Exercise

• Exercise: In groups of 5-7, draft a strategy for getting maids attention & a “sound bite” for our issue & event. [See handout]

• We will regroup & present.

For further questions:

• Danielle Fox• Student Program Coordinator• dfox@phrusa.org• 1.617.301.4234• www.physiciansforhumanrights.org