Media Strategies that Work for Activists
News Releases, Interviewing Skills, Networking Create Buzz for Good
Jan 19, 2009
Activists who learn and practice successful, controlled media strategies get more and better coverage of their causes and events. These ideas will get you up and running.
It's beyond time for political activists, including local ones, to be in charge of their media message in a highly professional way. As Americans celebrate change and new involvement in their government, they can also activate change in media reporting of grass- and netroots movements to ensure fair and equal coverage.
Use News Releases in a Targeted and Timely Manner
Always watch for events, occurrences, and ideas for which your group could send out a news release. Send/email them out immediately to an updated contact list of local and state media; appoint a media committee to handle these media functions. Send the release to national media if its subject can be significantly tied to the national level. Always connect local events to national issues if possible for local audiences.
- Call them "news releases", not "press releases", as they are being sent to broadcast media too.
- Make releases one-sided, one page, double-spaced only on group's letterhead, with a pointed, bold headline in the center and clear contact information off to the left or right at the top.
- The first sentence needs to carry the main point of the release in no more than 25 words. The rest of the release spins off from the main point.
- Be clean and neat with short paragraphs, and use everyday factual language, not jargon or cliches.
- Newsrooms are busiest on Monday morning. Sending releases on Thursday or Friday before 8am may result in more coverage.
Interviewing Skills Are a Necessity
- Practice what you want to say ahead of time, then practice some more.
- Stay on point, be focused, don't babble. Be able to give examples and research.
- Very Important: Say only what you choose to have printed/broadcast out to the world.
- Maintain normal eye contact with the interviewer or with the camera. Pick a spokesperson who can stay relaxed and on target.
- It's OK to say, "I don't know. Would you like me to find out and get back to you?"
- If you feel provoked or manipulated by the interviewer, just stop talking. Wait patiently to see if the interviewer understands that you're not rising to the bait and returns to professional questioning. If not, you can politely end the interview.
- Be sure to get a business card from the interviewer. Ask a print reporter to check quotes with you before publication.
Network with the Media
- Always be polite and professional with journalists. Cultivate the ones who are interested in your cause by communicating often, inviting them to coffee, asking them to speak at meetings. Keep them in your loop, and always thank them.
- Ask to meet with editors and management groups to inform them about issues and discuss coverage.
- Write regular letters to the editor, and call in often to radio talk shows.
- Find and connect with smaller trade, ethnic and community media that might report on your group. All coverage is good.
The copyright of the article Media Strategies that Work for Activists in Activism is owned by Dianne Lobes. Permission to republish Media Strategies that Work for Activists in print or online must be granted by the author in writing.
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