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Using the Media

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

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Using the Media

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  1. Using the Media

  2. Using the Media • Direct strategy, not a “media strategy” • Media is not a method for winning • Media alone will not determine outcome

  3. 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

  4. When to Use Media? • Beginning of campaign: Garner support and prove the campaign can get media coverage • Middle of campaign: Embarrass a target

  5. Options for Using the Media • Events: Media hits, demands • Press Conference: “Talking heads” • Reporters should absorb the information • Speakers stick to three points at most • Famous personalities in background if needed • Charts *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

  6. 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

  7. 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

  8. Media Tips • Be quotable: Speakers should use the same quote • Help reporters: Write factual, well-written releases • Know the staff: Get to know reporters • Only use them when you have news • Human interest: Always looking for real people! • Luck: “Barring breaking news”

  9. Media Tips • Control the Event • Press table, press greeter • Media kits • Contact and speaker information • Pack a “ media box” including extension cords, bulbs, brochures, flyers, markers, easel • Writing Skills vs. Communication Skills • Press-friendly web site: Press releases, contact information

  10. 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

  11. 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

  12. 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

  13. 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

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