http://ran.org/get_involved/resources/activists/
An Introduction
Whether we like it or not, the mainstream media has a massive influence on public opinion and politics in the US. There is no question that we need to democratize our media, but as we do that we must also work with the mainstream media to broadcast the messages and values that are important to us as progressive activists. A fantastically well-organized rally attended by 100 committed citizens is a beautiful thing. But if the media covers the rally, you will reach ten times that number with your message. If you want to communicate with people who don’t already know about your issue and bring new people into the struggle for social justice and human rights, media coverage is a must. Telling a story or communicating a point of view to reporters and editors from mainstream publications and media outlets is a special art. You have to be clear and brief and at the same time deeply thoughtful. You have to know certain tricks of the trade that will help your issue stand out from the hundreds of other interesting things happening in the world.
WHAT IS NEWS?
Components of a newsworthy story:
New—To get their attention, your story should be current, timely, and fresh. It is a late-breaking development, something happening right now, a steaming hot entrée—not reheated leftovers. Like a brand new development on your campaign or new report.
Local—It should tie into what is going on in that particular community. Even if you are often campaigning on a national or international campaign, find a local angle, such as the potential impact on a local community. And definitely hold your event at the local branch of the international corporation you’re targeting.
Human Interest Angle—Try to put a human face on your story, such as a local child who suffers asthma attacks on bad smog days, a former Ford employee, etc.
Conflict—A story with a hard-fought conflict makes news. Describe to reporters who the good guys and bad guys are. Examples: Our campaign to support the Grassy Narrows First Nation community’s struggle to stop industrial logging was covered as Weyerhaeuser v Native Community.
Controversy—Anything controversial is more likely to get news coverage. Civil disobedience pretty much always gets media.
Strange Bedfellows—We can often garner increased news coverage by building a coalition of strange bedfellows, a coalition that contradicts most reporters assumptions of who supports environmental campaigns. For example, we worked former CIA director James Woolsey to advocate for Plug-In Hybrid Electric Vehicles and Iraq vets who want auto companies to stop driving a war for oil.
Visuals/ Colorful quotes and images.
• Dramatic images—a fake oil spill on a beach, a huge STOP sign that says “STOP Weyerhaeuser,” Blown-up photos of the place that is being put at risk.
• Creative and fun images—we’ve had a ton of traction for wearing white “hazmat” suits and looking for “Investments of Mass Destruction” at JP Morgan Chase’s headquarters. Our Boise campaign is famous for having a gigantic blow-up dinosaur with a t-shirt that said “I (HEART) Destroying Old Growth.”
• Event visuals: Dozens of people marching backwards to protest a “backwards” policy, big banner hangs on the side of buildings.
• Some visuals are already there, like shots of the beautiful natural areas we want to protect, but often times we need to create a big visual for it to be enticing to TV.
- Timely—Can your story be linked to an upcoming holiday or season? Examples would include using Independence Day to talk about how America needs to declare independence from oil or April Fools Day to talk about “Fossil Fools.”
Also, the media love superlatives! Is something in your story the “biggest” “first” “most”? Don’t forget to make that part of your pitch.
Holding a Media Event
(Adapted from Salzman’s “Making the News” and SPIN Project Materials)
A media event is an activity intended to generate news coverage. It can be a press conference, rally, direct action, stunt, etc. Most people think of the “news” as something that happens “out there” in the world. The corporate media generally feels like a one-way street, with information flowing from talking heads and experts to the passive viewer sitting in her living room watching TV.
Organizing a media event puts the power to create news back into the hands of the people. As the saying goes, “If you don’t like the news, go out and make your own!”
Hints
Determine if your event is newsworthy. The more of the following characteristics it has, the more likely it will get coverage:
Novelty
- Conflict
- New data, symbol of a trend
- Simplicity
- Humor
- Prominent figure involved
- Action
- Bright props and images
- Local impact
- Holidays, anniversaries.
- Build your media event—site, speakers, visuals—around your message and slogan.
- Make it fun. If you don’t look like you want to be there, why should the press?
- Don’t be afraid to employ stunts. Sexy and trendy events almost always take precedence over “serious” policy discussions with the media (unless maybe you’re a super famous policy guru).
- Consider timing. Is your event competing with other things going on at the same time? If you want reporters to show up, it is best to stage an event on a Monday through Thursday, between 10 A.M. and 2 P.M.
- Find an effective location. Consider the following questions when choosing a location:
1. Is the site convenient? Reporters are busy and won’t travel far for an event.
Is your site too commonly used for media events? Try to find a unique location, if possible.
If your event is outdoors, do you have a backup location? A little rain or bad weather won’t ruin an event, but severe conditions will. Also consider if it is possible to postpone it if the weather is very bad.
Do you need a permit? Check with the local police department.
• Arrange to have photographers and videographers take pictures of your
event.
• Display a large banner or sign with your organization’s logo.
• The event should last 15 to 45 minutes.
• Distribute information about your issue and organization at the event.
• Remember equipment. Will you need a megaphone, podium, or portable
microphone?
• Have spokespersons ready to be interviewed.
• Find out which reporters attended the event by circulating a media sign-in
sheet. Follow up with the no-shows with a phone call and by faxing or
emailing a press release.
Pitching Your Story
Before you pick up the phone:
Know who you’re pitching.
Do your research. Reporters have beats, but it’s not enough to just know what the reporters’ beat is. Look up past stories they have written so you know what they like to cover. If you can make it seem like the story you are pitching is tailored to what that reporter likes to cover, you will be more successful. If you have to do a cold call, ask an assignment editor (at a paper) or producer (for radio or TV) who the right reporter to speak to is.
In order to be a good producer of news, learn be a good reader/viewer of news. When you see a good story—even if it’s not from your typical enviro reporter—email that reporter to let them know you think they did a good job, and attach your signature at the bottom. Reporters are human just like the rest of us, and they have egos. They get some hate mail but not much fan mail. Sending a quick email is a good way to build relationships.
Even an environmental reporter has their preferences. There are only two ways to find out what someone likes to write about—by reading them, and by asking them. If you haven’t already done this, don’t hesitate to just come out and ask, “Generally, how do you decide what you are going to write about? What kinds of stories are you and/or your editors looking for?”
Write your pitch and practice it.
Write down your pitch beforehand and have it in front of you while you’re on the phone. A good pitch has a “hook.” Show the reporter that your story is significant, dramatic, timely, controversial, or impacts a lot of his or her readers. Reporters are busy, so keep it short, and make sure to get the Who, What, Where, When, and Why in during the first minute.
When you’ve got them on the phone:
The 4 “C”s – Connection, Context, Commitment, Catapult.
As with many organizing calls, a good phone conversation is structured with the
4 “C”s. Calling a reporter is no different than calling a coalition partner or a new
recruit: you are trying to build a relationship (connect), develop their interest and
understanding of the issue (context), get them to do something, in this case, write
a story (commitment), and make a follow-up plan with concrete actions and goals
(catapult).
Keep it short, and always pitch first. Then ask them if they got your press release later-–get to the point, quick!
Tell a story.
Telling news stories is like telling fairy tales. Think about how to make your story come to life. Who are the good guys and bad guys? How can you make it sound vivid and compelling? Instead of saying, “we have some folks who are working on stopping logging,” try “We have a real David and Goliath story here—local indigenous community who have taken on the world’ largest lumber company.”
Be ready to adjust.
Think through several different ways you can pitch your story. Everything the reporter tells you is a clue, and you are the detective. If they say that they are not interested in covering the story, ask them what kinds of stories they are interested in covering, and figure out if you can bounce back with another angle that works for them.
You’re doing them a favor—you’re not asking for help. It’s easier to show them this when you know what they like to cover. Reporters need you, because you are the one who can give them the story they are looking to write. Make the reporter feel like you are familiar with their work and you are pitching them something that is right up their alley. As soon as you have the reporters’ ear, they are already thinking about how they are going to get the story past their editors. Reporters have to pitch stories to their editors. If you present a thoughtful, well-organized pitch, the reporter can often use the same pitch to pass the idea by their higher-ups. Hand the story to them—make it as easy as possible. Let them know what useful materials you can send. If it is a juicy story, think about giving them an “exclusive.”
After the call:
Be prepared and prompt.
What materials do you have that would be useful to the reporter? What are you going to send them after you get off of the phone? What photos can you send them? What contacts or research can you get them? Send them anything you promised, immediately.
Don’t get frustrated.
You might have to make dozens of calls to find one reporter who is interested. But every call you make keeps your issue and organization on their radar screen and builds your relationship.
The Pitch Call:
Phrases to use:
“Are you on deadline, or do you have a quick second?” -shows them that you are considerate of their timeline, and you can make it quick.
“I saw that great article you did on X…”
“I wanted to give you the heads up on an interesting story idea…it seemed like it would be right up your alley.”
This shows that you are doing them a favor, not begging them to help you.
A good way to end your pitch is: “Does this sound like the kind of thing you’d be interested in covering?” If the reporter says no, that is a great opportunity for you to ask, “Well, what kinds of stories are you interested in covering?” and figure out if there’s a different angle that works.
Catapult: don’t forget to make a follow up plan. “Great, so I’ll send you X,Y,and Z, and the contact info for you to get in touch with A, B, and C. When’s a good time for me to call back and follow up with you?”
Some final tips about etiquette:
● Be enthusiastic and helpful.
● Reporters get a ton of emails every day. You can use email to pitch if you have
a very good relationship with a reporter. In the beginning, you should do phone
outreach.
●Leaving messages: generally, you want to avoid leaving lots of messages for
reporters. The first time you get voice mail, don’t leave a message—it’s
preferable to call back later and get them in person, unless you have a good
enough relationship with the reporter that you know they will call you back. If you
try a few times and don’t reach them, leave a message—but make it short and
sweet.
● Be prompt. If you say you are going to get information to a reporter, let them
know how long it will take and make sure you meet their deadlines.
● Respect deadlines–-make pitch calls in the morning, and if you sense a
reporter is busy, ask if they’re on deadline and offer to call them back.
● If you pitch more than one reporter at an outlet, let them all know you have.
Sample Pitch:
Hello Malia. Do you have a second? Great. I know you cover Weyerhaeuser and I wanted to give you a heads up that on Thursday there’s going to be doing a colorful protest outside Weyerhaeuser’s Quadrant Homes development in Federal Way. We’ve discovered that they are making the homes with wood clearcut from a Native community in Canada without permission. The kicker is that they’re marketing these homes as “environmentally friendly,” We’re going to be having a sit-in with members of the community at the housing development Thursday. There will be some really powerful speakers from the community there as well as some great photo opportunities. If you’d like I can send you the report that proves where the wood is coming from.
TIPS FOR TELEVISION INTERVIEWS
Before the interview:
Develop your message (Problem, Solution, Action) and use it as much as possible!
Control the Frame (Your analysis of the issue, the frame defines what’s in your story)
Familiarize yourself with three soundbytes. Soundbytes are short, pithy messages that clearly and fully communicate your message. They are the ideal one or two sentence quote you want to see in tomorrow’s newspaper article. Write them down!
Consider getting the opinion of someone outside the immediate group about the clarity of your message. Does it make sense to them? What other details are important?
Know you talking points and be well practiced—practice in front of the mirror, in front of your friends, and if possible even in front of a camera.
Be familiar with both the short term (this cycle) and long term (campaign) media strategy and how this interview fits into each.
Know your audience and know the medium (watch the show, research the reporter, understand who watches).
Know the interview format and prepare yourself for the specific type of interview.
Think about what the others interviewed (the “opposition”) will be saying and how to respond to them.
Ask the reporter a series of questions LONG before they ask you any!
Find out what kind of a story the outlet is doing (how long, what angle, etc).
What topics will be discussed in the interview?
Who else is being interviewed?
Are you live?
When will it air?
Where will it appear (and can you leverage that for more)?
Prepare for distractions and interruptions.
Choose a focal point for ‘state-shifting’ (an image, a sound or a body stance)
Visualize the results!
Warm up your voice and use the music of your voice (tone, intonation, emphasis)
Image is very important. Be conscious of how you look and the impact of your appearance on your message. ALL of you is the message, not just what you say!
Choose the right clothes: avoid busy patterns, think polished and a bit more conservative than you usually dress, avoid accessories that are too bright or dangly, be ready for hot lights.
During the interview:
Remember you have something important to say. Build up your self-confidence.
Remember that this is YOUR interview, the reporter needs you for the story!
There is no such thing as ‘off the record’ and no such thing as ‘off camera’ remarks!
Avoid ‘No Comment.’
Don’t be thrown off by the question; just stick to your message.
Don’t answer the question, respond by speaking your talking points.
Speak slowly and clearly and avoid pause words (‘um’ ‘like’ ‘uh’)
Practice the art of ‘bridging’—Build a bridge from the question you are asked to the talking points you have ready to deliver. (Especially important in live interviews!)
Practice the art of ‘flagging’—make statements before your talking points that flag for the reporter and editor that what is coming is the key point. (Especially important in taped interviews!). “The really important thing to remember is… SOUNDBYTE.”
When preparing to answer: Stop, Breathe, Relax, Think, Speak!
When answering: Listen, Respond, Expand (ONLY if necessary), STOP!
It is ok not to know the answer, but refer them to someone who does, and tell them what you want them to know (your talking points!). If it’s a print interview, track down the answer and call them back later.
Don’t try to explain everything; stay on your key messages.
Don’t repeat the reporter’s questions or phrases.
Remember that you set the pace and tone of the interview.
You can often determine the time, place and length of an interview.
It is ok to ask the reporter to repeat the question.
If you are not doing a live broadcast, it is ok to start over if you make a mistake. (Just let them know you would like to begin again.)
If you need more time to think, ask the reporter to repeat the question or ask a clarifying question-–or simply pause before answering.
Know where to look: look at the interviewer, NOT at the camera—unless you are on a satellite ‘talkback’ style interview, in which case you do look into the camera. When in doubt, ASK where to look. And look at the same place throughout the interview.
Know how to hold yourself: if you are standing, straight but not too stiff, no rocking, one foot slightly in front of the other, hands clasped in front or behind you, or on the podium. If you are sitting, sit up straight a few inches away from the back of the chair and watch out for how your clothes may bunch up. Always avoid fidgeting and excessive hand motions, don’t tap your foot or your pen, don’t touch the mike or your hand piece.
For satellite ‘talkback’ style interviews: assume you are always being broadcast, even before the interview begins or when the host is talking to other guests. Don’t be afraid to interrupt the host or other guests that you cannot see. You can request a monitor, but it can be distracting!
Don’t worry, the movement will not collapse if you mess up your soundbyte!
Keep love in your heart, and let it come through in your interview. Let your integrity show!
After the interview:
Debrief with others; how do you feel about the interview? What did they think?
Watch yourself (request a copy or have someone record it!) and evaluate how it went: notice which bytes made it, did they ask the questions you were expecting, did you control the frame, did you stay on message?
Leverage the interview! What can you do with the video to further your goals?
Practice some more based on what you learned!
How to Write Media Advisories and Releases
(Adapted from Salzman’s “Making the News” and SPIN Project Materials)
What’s the difference between a media advisory and a media release?
A media advisory functions as a “teaser” that alerts journalists to an upcoming event; a release should contain all the information a reporter needs to write their piece. If you gave a reporter a release a couple days before your event instead of an advisory, she would have all the information she needed and wouldn’t have to come to your event at all!
A MEDIA ADVISORY:
• Gives basic information: who, what, where, when and why.
• Is sent out a few days before the event so a reporter can plan on coming.
Elements
• Headline. This will make or break the advisory—include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short (and remember to use a large font – it’s eye-catching!).
• Short description of the event and the issue. Make it visual (“Citizens will carry large placards and life-size puppets to the Governors Mansion to protest the latest cut in education funding.”)
• List the speakers at your event.
• Include a quote from somebody from your organization who works on the
issue. This quote should be the main message that you are trying to
convey to the press, and in extension, to the public.
Therefore, it should
be clear, well thought out and strategic.
• Contact information. In the top right corner, type names and phone numbers of two contacts. Make sure these contacts can be easily reached by phone. Include the contact’s home phone number, if appropriate.
• Include a short summary of your organization in the last paragraph.
• Mention “Photo Opportunity” if one exists and be sure to send it to the photo editors of local news outlets as well as to reporters-–they don’t always share information with each other!
Structure / Form
• In the top left corner, type “Media Advisory.”
• Beneath “Media Advisory,” type the date.
• Type “###” at the end of your advisory. This is how journalists mark the end of copy.
• Type “MORE” at the end of page 1 if your advisory is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages.
• Print your advisory on your organization’s letterhead.
How to distribute it
• A media advisory should arrive at news outlets 3 to 5 working days before
the event.
Fax, email or mail (if time permits) your advisory to the appropriate
reporter, editor or producer at each news outlet on your press list.
• If your region has a “daybook” (you can find out by calling the newsroom of your largest local newspaper) be sure to submit your advisory and ask them to put your event in the daybook or calendar. A daybook lists news events scheduled to take place in the region on that day. Major news outlets review the daybooks each morning.
• ALWAYS make follow up calls the day before your event, and have the advisory ready to be faxed.
A MEDIA RELEASE:
• Informs reporters about your event, report, or issue.
• More detailed than the advisory—should tell all the information a reporter needs to write their piece.
• Envision, then write the press release as the news story YOU would want to see written.
• Sent out the morning of or the day before the event.
Elements
• Headline. This will make or break a news release—include the most important information in the headline, and make it punchy. The headline can be up to four lines if necessary, including a sub-head, if used, but keep it short (and remember to use a large font).
• Important information should jump off the page—most reporters will only
spend 30 seconds looking at a release.
Spend 75 percent of your time writing the headline and the first paragraph.
Use the inverted pyramid style of news writing. Make your most important
points early in the release and work your way down.
• Keep sentences and paragraphs short. No more than three sentences per paragraph.
How to Write a Letter to the Editor
(Adapted from Salzman’s “Making the News” and SPIN Project Materials)
What is a Letter to the Editor?
• Letters to the editor (LTE’s) most often discuss a recent event/issue covered by a publication, radio station, or TV program.
• They are your chance to “sound-off” to your community about issues in the news. They are widely read—so make them an important part of your media strategy.
Elements / Hints
• It is much easier to publish a letter to the editor than it is to place an oped, get an editorial written, or get a story written by a reporter.
• Your letter has the best chance of being published if it is a reaction to a story in the paper. Respond as quickly as you can.
• Read the letters page—you will learn how to develop an effective letter-writing style, and you will be able to see if someone has already written on your issue.
• Keep it short and concise—150-200 words. The paper will take the liberty to shorten your letter to suit its format; the more it has to cut, the less control you have of what gets printed. Lead with your most important information.
• Focus on one main point and make a compelling case. Be “witty” without lapsing into sarcasm or clichés.
• Write in short paragraphs, with no more than three sentences per paragraph.
• Don’t write too often. Once every three months is about as often as you should write.
• Avoid personal attacks.
• Put your full name, address and phone number at the top of the page and sign the letter at the bottom (unless you are emailing it in) . You must include a phone number for verification purposes.
• Follow the directions regarding how to send the letter.
• Follow up to see if the letter was received.
Here is a sample letter:
To the Editor:
This Fossil Fools Day (April 1st), Ford Motor Company should step up to the plate to break America’s oil addiction. As glaciers melt, hurricanes rage, gas prices go up and thousands of people are killed in Iraq, Ford’s fuel efficiency remains dead last in the US Environmental Protection Agency rankings. According to a recent poll, the majority of Americans consider it patriotic to buy a fuel-efficient vehicle to help wean the country off Middle Eastern oil. Ford calls itself an innovator and an environmental leader, yet instead of providing plug-in electric hybrid vehicles — which are ready for manufacture today – Ford continues to take baby steps and attempt to greenwash consumers. The good news is that if Ford practiced what it preached we could make great progress in breaking America’s oil addiction. Don’t be fooled by Ford this Fossil Fools Day. It’s time Ford focuses on improving its bottom-of-the-barrel fleet-wide fuel efficiency and offering consumers what they want. Sincerely, XX
Sample Op-Ed
An Open Letter to New Ford CEO Allan Mulally
Dear Mr. Mulally,
Congratulations on your new position at the helm of Ford Motor Company,
America’s most iconic yet troubled automaker. Though the job ahead will be
challenging, it will also provide you with the unparalleled opportunity to end
Ford’s downward spiral of oil addiction and lead the company into a new age of
heightened fuel economy and environmental responsibility.
First, let’s take stock of the company you now run. Environmental and human rights advocates have long labeled Ford “America’s worst oil addict.” In recent years, credit rating agencies, banks and the stock market have all linked Ford’s poor economic performance to its over-reliance on gas guzzling cars, trucks and SUVs. When Moody’s Investors Service again downgraded Ford’s financial outlook in July, it reflected the expectation that Ford will face even more troubles due to “high fuel prices and the resulting shift in consumer preference away from the very profitable SUV segment.”
As gas prices reach all time highs, Ford’s sales of oil-addicted vehicles continue to plummet. When the US invaded oil-rich Iraq, anti-war activists asked Ford to build more fuel efficient cars. When, in 2005, dozens died in Nigeria–-the world’s eighth largest oil exporter-–human rights experts asked Ford to offer fewer oil-addicted vehicles. When Hurricane Katrina ravaged the Gulf Coast last fall, displaced residents asked Ford to stop building vehicles that fuel global warming.
Today, Ford is a company on the verge of collapse: 35,000 workers have been laid off, four plant closures announced, and 75,000 worker buyouts now on the table. All because Ford’s business strategists claim they did not foresee rising gas prices. Mr. Mulally, we hope these savvy prognosticators will follow your predecessor out the door. While these “strategists” failed to provide any vision for Ford, we expect more from you.
We wish you the best as you shoulder the responsibility of engineering Ford’s turnaround. Your company may have missed opportunities in the past, but you have a chance to change all that by building cars that Americans want. With more than three in four Americans considering a hybrid for their next car purchase, Ford should be fighting to ensure that its hybrid market share climbs above its meager two percent.
Ford’s future is clearly tied to breaking its oil addiction. Like many addicts, Ford has spent years in denial. Mr. Mulally, you can change the culture at Ford, and along with it, the company’s prospects for the 21st Century. We urge you to transcend and transform the legacy of your predecessor. Where he broke promises, you can deliver on them. Where he failed to advance innovative technologies, you can embrace Ford’s vast potential. Using existing technologies such as plug-in hybrid electric vehicles (PHEVs), Ford could lead the auto industry in fuel efficiency.
Just this week, AutoNation-–the nation’s largest seller of new Ford vehicles—wrote in an op-ed that American consumers “crave” PHEVs and that it looks forward to selling these gas-optional vehicles. Where is Ford’s commitment to the vehicles its dealers want to sell? Will dealers have to look to organizations like Google.org, which this week announced it will develop a PHEV?
Your predecessor promised bold moves but failed to deliver. Mr. Mulally, you can keep Ford’s broken promises by making a commitment to lead the big-six in fueleconomy standards. This may very well be the key to preserving a future for Ford and its workers. Seize this opportunity and lead Ford into a new era of financial prosperity and environmental stewardship. As Ford can no longer ignore, the two go hand in hand.
Sincerely, Michael Brune Executive Director, The Rainforest Action Network Kirsten Moller Executive Director, Global Exchange Comprised of Rainforest Action Network, Global Exhange and the Ruckus Society, the Jumpstart Ford Campaign is working to end America’s oil addiction
| Attachment | Size |
|---|---|
| move_the_media_an_introduction.pdf | 48.9 KB |
| what_is_news.pdf | 78.48 KB |
| holding_a_media_event.pdf | 77.23 KB |
| pitching_tips.pdf | 116.43 KB |
| interview_tips.pdf | 329.16 KB |
| how_to_write_media_advisories_and_releases.pdf | 98.23 KB |
| how_to_write_a_letter_to_the_editor.pdf | 78.35 KB |
| sample_op-ed.pdf | 80.13 KB |
| sample_press_release.pdf | 236.7 KB |
