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How-To
Media Guide
The
Media As Your Message: Working With the Media
Utilizing media
is an excellent way by which you can spread your message. It is
a broad rescource, including but not limited to: posters, flyers,
pamphlets, newspapers, radio, television, and the internet.
While working
with the media there are several things that you need to keep in
mind. Once you have gained the attention of the media, give them
what they need. Think in pictures and use hard facts and statistics.
Provide good spokespeople. Make sure that you have targeted the
right journalist. Remember that timing is crucial, and that you
must follow-up. Be aware of deadlines.
- What to Aim
for with Media Coverage
- Set an agenda
- Get people
thinking
- Stimulate
debate
- Provoke interest
- Put decision
makers "on notice"
"The Media as Your Message." Used with permission of Leaders Today ©.
How
to Get Started
Working With the Media: How to Approach
Television, Radio, and Print Resources
How to Hold a Press Conference
A Quick Guide to Writing Press
Releases
A Quick Guide to Writing an Editorial
A Quick Guide to Writing Op-Eds
A Quick Guide to Writing a Letter
to the Editor
How
to Get Started
Throughout our
Media Guide are a series of suggestions for how you might get started.
In order to make it as easy for you as possible, we've provided
you with instructions on how to:
1. Work with
different forms of media
2. Write editorials
3. Write op-eds
4. Write letters to the editor
5. Write press releases for both visual and print media
6. Hold a press conference
Remember: You
should monitor your media coverage so that you can respond to controversy
and criticism, should it arise. It is important to understand that
not all media coverage is always positive, so be prepared with a
response if you face opposition. However, media is a powerful tool
to have on your side, so don't give up!
*If used wisely
and creatively,
the media can be a very effective way to get your message across!*
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WORKING
WITH THE MEDIA: HOW TO APPROACH TELEVISION, RADIO AND PRINT RESOURCES
Think through
how you can get your message across using these different mediums.
You may want to change the approach you are taking with your message
depending on whether you are working with television, radio, or
print.
Television:
Visual Impact
1. Think:
"How can we set up to give reporters a good picture?"
2. Seat speakers close in front so they all fit in the picture.
3. Seat the audience close to the speakers so they too can be
in the picture. It is good to have children or others to show
the diversity of your group on camera.
4. Display posters or banners.
5. Bring props.
6. Plan to have action during the conference with movement, lots
of people, and signs to dramatize your message.
Radio: Audio Impact
1. Ask yourself:
"What sounds would interest radio reporters? What can we
do to make things technically suitable for braodcast?
2. Radio reporters need uncluttered sound with good acoustics
and a minimum of background noise.
3. Have a designated, well-prepared spokesperson(s) so that only
one person is speaking at once. This is especially important during
the question and answer period. Only the designated person(s)
should speak to the media during the conference.
4. Practice making statements from notes so that it does not sound
like you are reading what you have prepared.
Print Media: Verbal Impact
1. Ask yourself:
"What if we were newspaper reporters?"
2. Provide a press packet with background material.
3. Pass out copies of press statment.
4. Use simple, powerful, quotable lines when speaking.
5. Don't say anything you can't back up with facts. If something
is not proven by a fact, but are sure it is true, preface the
statement by saying such things as "in my opinion" or
"we believe."
*Have fun! Be
friendly! Be creative!*
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HOW
TO HOLD A PRESS CONFERENCE
What is a
Press Conference?
A press conference
is a presentation of information to the media. You decide what information
to present, how to present it, and who presents it. It is an opportunity
to get your story on TV, radio, or in the paper. Some good reasons
for holding a press conference:
1. To get
publicity about your efforts on the issue.
2. To send a message to a decisionmaker about what you want.
3. To get more people involved in your organization.
4. To develop your members' skills.
5. To show your strength.
Preparing
the Press Conference
- Plan ahead:
At least two weeks before the event, talk about what you want
to do and how you want to do it.
- Decide what
message you want to deliver: This may be your demands to a descisionmaker,
what people should know about the issue, information about what
people can do to help, or the date, time, and place of your next
action. Get your members' ideas and decide on the message you
want to get out.
- Work out
a location: Find an appropriate place that is convenient and has
the facilites you need.
- Set a date
and time: Take into account reporters' deadlines. Check for competing
events that could be scheduled at the time of your conference
and try to schedule around these.
- Invite the
media: Prepare a list of reporters to invite to your news conference.
Send a press release to media outlets at least a week before the
press conference. Follow up with a phone call to make sure that
everyone received the advisory.
- Invite guests:
Make phone calls and send written invitations to those you want
to have at the press conference, such as other members of your
group, allies, and friendly politicians.
- Prepare your
spokesperson(s) to deliver your message: Have just one or two
speakers. Rehearse with the speaker(s) to make statements brief
and clear. The spokesperson should be able to respond to questions
after the statement.
- Be prepared
for an interview: Let the press know that the speaker is available
after the press conference. Prepare 30-second answers for radio
or TV, and quotable messages for print reporters.
- Choose a
moderator: You will need a person to control the process and keep
reporters on the subject.
- Prepare background
materials: You will need a written statement or press release,
fact sheets, and graphics. Think about props, posters, and banners.
- Practice:
Everyone should understand his or her role in the event. Think
about what will happen all the way through, and how it will look
to reporters. What if reporters ask a non-spokesperson member
a question? What if people heckle you?
- Prepare visual
aids: Charts, maps, pictures, and props will help you deliver
the message.
Running the
Press Conference
- Arrive early:
You will need to situate speakers, organize materials, etc.
- Welcome the
reporters: Meet everyone at the door and ask them to sign in.
Give them background material and a press statement.
- Start the
conference: Begin as close to on time as possible. The moderator
should welcome everyone and briefly introduce the speaker(s).
Statements shouldn't be longer than 10-15 minutes. After speakers
have finished, ask for questions. Make your answers simple, brief,
and pointed. Use good visual aids to make your talk more creative.
- Ending the
press conference: Don't let it drag on too long. After your important
points are made, step in and conclude the proceeding. Thank everyone
for coming and offer additional information they can get from
you.
After the
Press Conference
- After the
conference is over, hand deliver copies of your news release and
statements to reporters who didn't show up. If hand delivering
is impossible, fax the release.
- Write thank
you notes to those whose came. Express your excitement about seeing
their piece.
"How to Hold a Press Conference." Used with permission of Leaders Today ©.
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A
Quick Guide To Writing Press Releases
What is a
press release?
A press release is a short (preferably one page), concise document
that is meant to alert the media (TV, magazine, or newspaper for
example) of a newsworthy event that is going to occur in the near
future.
When is a
press release used?
A press release can be sent to a media source as early as a month
before the event. However, it is most effective when it is sent
in 72 hours and then again 24 hours before the event is to take
place.
Press Release
101: The Five W's You Can't Do Without!
- Who? Say
what group you are representing and who to contact from your group.
- What? Explain
the nature of your event (what will happen and what the goal is).
- When? State
exactly when your event is going to take place (date, time, etc.)
.
- Where? State
specifically where your event is taking place.
- Why? Demonstrate
why your event is unique and is worth the media's time.
Reminder
Checklist:
[ ] Did you
catch the media's attention with the title and opening line?
· Make the event appealing to them.
· Put the focus point at the top of the statement.
[ ] Did you
make sure to include all relevant information?
· Important background on Kids Can Free the Children.
· Important information about war-affected children and the
War Is Not a Game campaign.
[ ] Did you
include all of the "basic" contact information?
· Title and name of contact person goes in the upper right
hand corner.
· Include website, fax number, mailing address, and email
address.
[ ] Did you
use direct quotes about the event from those involved or those supporting
it?
· Quotes are a good way to establish credibility and demonstrate
excitement.
[ ] Did you
edit and spell-check the release?
"Quick Guide to Press Releases." Adapted with permission of Sports for Hunger ©.
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A
QUICK GUIDE TO WRITING AN EDITORIAL
What is an
Editorial?
An editorial
is one of the writing styles used to express an opinion or reaction
to timely news, events, or issues of concern. Editorials have an
informative focus and serve to educate a target audience about current,
newsworthy concerns. Most are used to influence the readers to act
or think in the same way the writer does.
Writing A
General Editorial:
General editorials
(for the more specific kinds see following pages) are not written
by you. They are written by the editor of the publication or by
an editorial board. You can influence them by sending them information
and making visits to the editorial board staff to convince them
of your position and the timeliness of it.
- Do your
research! Choose a publication and find out who on the staff covers
issues such as yours (there will be someone who does so don't
give up the search)!
- Make contact!
Once you know who can help you, call them on the phone and engage
them in a conversation about the issue of your choice. Don't forget
to introduce yourself and the organization you are connected with
(Kids Can Free the Children).
- Catch their
attention! Start off your conversation with a leading question
about your topic. Depending on their response, you will be able
to tell whether they are interested or not.
- Establish
your credibility! Refer the prospective writer to the Kids Can
Free the Children webpage and to the fact sheets that are available
on-line. Or… bring copies of the information on war-affected
children that is in this package.
- Don't give
up! The prospective writer may not respond positively to your
ideas and concerns right away- don't get frustrated! Instead,
think of another angle from which to present your issue and most
importantly, let them know how important it is to you!
- Be appreciative!
If the writer accepts your request to write the piece, be sure
to write them and their publication a thank you note.
* DON'T FORGET
TO EDIT AND SPELL CHECK ALL YOUR WORK! *
"Quick Guide to Writing an Editorial." Adapted with permission of Sports for Hunger ©.
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A
QUICK GUIDE TO WRITING OP-EDS
What is an
Op-Ed?
Op-eds are "opinion
editorials" that appear in newspapers (or other publications)
opposite the editorial section. These are editorials that you write
and send to your local newspapers. Op-eds allow you to discuss views
and opinions on timely issues, analyze alternative approaches to
the issues, and suggest solutions. With proper timing and placement,
they can increase public awareness and support for your position
on an issue.
Strategy
for Writing an Op-Ed
- Set your
goals! What are you trying to achieve?
- Pick your
audience! Are you trying to reach your neighbors, local policymakers,
national opinion leaders, or all of these?
- Choose before
you write! Decide on a specific publication. Look for town, city,
and regional newspapers.
- Take an interesting
and original angle! Be original, creative, fresh and groundbreaking.
- Be focused
in your writing! Make your position clear from the beginning.
The first paragraph should outline what your whole piece is about.
Keep your sentences short. Don't try to address too many points.
- Include credible
information! Statistics and data about your issue help reinforce
your statement and prove that you know what you are talking about.
Make sure that all names, facts, and quotations are accurate.
- Be passionate!
Write about what you know in a way that demonstrates how important
the issue is to you and why it should be important to your audience.
- Be an advocate
for change! You wrote the piece to heighten awareness, but don't
stop there. Tell your audience what they can do to help!
What Should
the Format Be?
- Write your
op-ed so that it is 700-800 words. The shorter the better!
- It should
be typed and double-spaced.
- Submit your
story with a self-addressed envelope, so the newspaper may let
you know whether it has been selected for publication.
- Follow-up
with a phone call to ensure that your Op-Ed has been received;
and to provide additional information if requested.
*Make sure to
edit and spell check all your work! *
"Quick Guide to Writing Op-Eds." Adapted with permission of Sports for Hunger ©.
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A
QUICK GUIDE TO WRITING A LETTER TO THE EDITOR
What is a
Letter to the Editor?
A letter to
the editor is a chance for the general public to respond to issues
raised in articles that were already published. They are based on
something that you read in an editorial or in an op-ed. Usually
your letter agrees or disagrees with what you have read, but it
can also point out an important argument or line of reasoning that
was overlooked. The letter can also help to follow up on an issue
that you as a reader believe deserves more attention.
How is a
Letter to the Editor Written?
- Monitor the
newspaper! Look for stories that relate to your interests and
areas of knowledge. When a story catches your eye, whether it
is positive or negative, be prepared to take a stand and respond.
- Keep it short!
Your letter should be approximately 250 words, typed, and double
spaced.
- Address the
issue! Your letter to the editor should be similar to an op-ed,
but shorter.
- Include supporting
information! Use facts, statistics, and quotations.
- Include contact
information! Give the address of the Kids Can Free the Children
Website, as well as all other relevant information such as your
name, address, and phone number.
- Be persistent!
Demand more articles on your issue! Make the editor realize how
important the issue is. Show what relevance the issue has to the
readers.
Remember!!!!
A letter to
the editor must be in response to something you have previously
read!
"Quick Guide to Writing a Letter to the Editor." Adapted with permission of Sports for Hunger ©.
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