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Below are pointers on how to
work with the Media.
THINK VISUALLY
Keep an image in mind for use
by the media. So find sympathetic subjects (a homeless senior, for example).
Or station a person dressed in costume to give the media some eye-catching
footage, something other than clips of speeches. Catchy slogans are also
useful. A banner at a pro-choice rally read "Every Sperm Does Not Need A
Name." It made newspapers and TV News. Placards, posters, and charts are
also good gimmicks.
APPEAL
TO SELF-INTERESTS
While leafing, don't offend the
people you seek to change, rather appeal to their self-interest. People
will rise up indignantly if they feel their neighbors have been wronged. But
they will be even more indignant, if they feel they have been wronged.
Stress the practical advantages of your solution rather than using moral
arguments, as moral views are difficult to change. For example, it is easier
to convert people to a meatless diet by discussing the health benefits of
vegetables than by discussing religious scriptures.
GO TO THE MEDIA
Go to the media and the public,
instead of asking them to come to you. Hold rallies in highly visible places
rather than symbolic places. Attempt should be to give illusion of mass
involvement to get media interested. Leaflet. If you do any survey or study,
make it available to the media. Mail them all supplemental information and
comments from the affected constituencies.
MAINTAIN MEDIA INTEREST
Prevent media's departure prior
to achievement of an effective solution to the problem. Try to equate media
success with the social change you want, so that when you win, the media
feels it is they who've won. Give them the credit, and make them see they
are to be credited. This way you'll make a media ally.
CHOOSE A SPOKESPERSON
Devote a lot of effort to
preparing someone for media contact. Sometimes, simply having victims tell
their story is most effective. Ask them to fully describe how much they have
suffered from the problem at issue. When victims do not want to be thrust in
the limelight, constituency-based speakers are best. Balance should be
struck between community members and staff people. Simple test: examine past
coverage. Do you like it? Then stick to the past spokesperson. If you don't
like it, rethink your strategy.
DEALING WITH REPORTERS
A reporter's agenda should be
known in full right from the start. When an unfamiliar reporter comes, ask
what angle she/he is pursuing. Reporters refusing to divulge their purpose
in seeking your comments may harm you more than help you. Examine the
reporter's prior coverage of similar issues. Strengthen your relationship
with sympathetic reporters by giving them exclusive. Discuss and strategize
about your responses to the media. Establish the message you want conveyed
at the outset, and stick to it. Different people have different comments on
one issue. Media may pick a different message than one you intended if too
many people talk to the media. Also, the longer you talk, the more the
chances for the media to edit out stuff and put their own spin on it.
RESPONDING TO MEDIA BIAS
When confronting with an unfair
media story, consider writing a letter to the editor. Avoid a point-by-point
rebuttal. Quote facts from other stories published by the same media that
conflict with claims of the new unfair story. Your opponents cannot dispute
these quotes without
jeopardizing the credibility of her/his own workplace. Another tactic: have
letter signed by a respected community figure not directly connected with
the cause at issue.
MONITOR THE MEDIA
A good deal of media relations
work is spent in attempting to gain favorable coverage for the cause. For
this arrange and monitor press interviews, write news release and related
press material, organize press conferences and answer media inquiries and
requests. Conduct opinion research measuring attitudes of people to a
certain issue.
WRITING THE NEWS RELEASE
Localize information. Make
information newsworthy. Delete adjectives, instead describe simply. Make it
well written free form grammatical, syntactical, and free of spelling
errors.
RELEASE CHECKLIST FOR NEWS
-
double spaced on one side
only of 8-1/2" by 11" paper
-
inexpensive paper stock,
preferably on letterhead
-
put name, address, and
telephone number of the release writer in the upper part of release
-
date releases either for
immediate release, or to be held until a certain later date
-
margins should be 1-1/2 inch
or wider
-
paragraphs should be short;
the lead should be one sentence
-
give the release a one-word
identifying title and use the same title on every page, in case the pages
become separated
-
the bottom of every page
should say "-more-" (if there is an additional page) or "-30-" (to denote
the end of the release)
-
use gender-neutral nouns or
descriptors wherever possible (synthetic for man-made, Member of Congress
for Congressman)
-
spell unusual names twice,
the second time in parenthesis like this; "Palestinian human rights
activist Hanan Ashrawi [repeat Hanan Ashrawi] will speak at SUNY..."
Sample Press
Release
Peace Action
33 Central Avenue, Albany NY
12210 (518) 463-5907
News Release
October 4, 2008
For Immediate Release
For more information contact David Easter,
463-5907
Rally
Students from the
Capital District campuses will hold a rally against racism, Saturday,
October 19 at 1 pm.
The rally will begin in Albany' s Townsend Park, the triangular park at the
point where Washington and Central Avenues come together. Participants will
then march through nearby neighborhoods, before returning to the park for a
concluding rally.
The rally, initiated by the Student Peace Action Network, is in
response to recent attacks on immigrants, efforts to gut affirmative action,
plans to slash welfare, and attempts to cut ethnic studies programs. The
rally will also protest a racially biased criminal justice system.
The Student Peace Action Network brings together college and high
school students in the Capital District to share their experiences and
support each other in work stop wars and bring justice. SPAN is a program
of Upper Hudson Peace Action. Other rally sponsors include the Center
for Law and Justice, the Social Justice Center, and SUNY Greens.
"We want to wake people up to grave injustices in our community", said
Corrie Millingen, chair of the Campus Anti-Racist Coalition.
"Racism is not a thing of the past. We encounter it in our lives every day." Millingen is active in the Pan Caribbean Association at SUNY Albany.
Althea Smith, a member of Spectrum: Black and Latino Student Union at the
College of St. Rose, said. "We chose the theme We the People because, in
this diverse society, all of our voices count. We have both a right and an
obligation to press our country to live up to its highest ideals. We welcome
everyone to attend the rally, regardless of ethnic background."
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