Using the Media to Promote Awareness & Action. Agenda –The Prep Work –Networking –Effective...
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Transcript of Using the Media to Promote Awareness & Action. Agenda –The Prep Work –Networking –Effective...
Agenda
– The Prep Work– Networking– Effective Media Outlets– Ways to Reach the Media– Follow up & Form Relationships – Practice Exercise
The Prep Work• Brainstorm timing and hook
– Find out who else is working on the issue and what they are saying
• Get savvy & be available• Develop a media contact list of reporters who
cover your issue • Create necessary contacts & materials to
make it as easy as possible for them
Networking• Keep your eye on any social/community events
where there may be media staff or media-savvy people
• Always get contact information & always follow-up after an in-person meeting
• Don’t be afraid to contact a reporter! Or to show off!
• Be friendly yet persistent
Effective Media Outlets•Print•Radio•Television•Internet
When deciding outlets, remember: Who are your targets?
Ways to Reach the Media
•LTE (varying in length)•Advisory•Event coverage•Press conference (vary in popularity
by location)•Radio/Television Interview•Broadcasted Discussion/Lecture•Other media methods?
Letter to the Editor (LTE)
• The 4 Cs: – Current– Clear & Concise– Controversial– Contact Information
Remember: style, affiliation, follow-upSee Tips of LTE…
The Press AdvisoryPurpose- press advisory is to notify the
media in advance about an event or activity
• Tips– State concisely the "who, what, where, when
and why" of the event – Be too the point and enticing to cover your story– It’s all about the headline! What would catch
your attention?
The “Sound Bite”• A message you can deliver in 10 or 15
seconds for the media.
• Main Purpose: turn listeners on!
• Think of it as a verbal business card to deliver when you're introduced to new people. Snappy & self-descriptive.
Timing your Outreach & Following Up• Find the time window appropriate to your area
(ex. For American media, you usually want to send our pieces 1 week-2 days prior in the hours of 10am-2pm)
• Follow everything up with a phone call. Something it takes at least two calls to pitch a story.
• Offer any additional support (information, interviewees, photographs, press kit)
• Confirm the correct contact every time.
Building Relationships with the Media• Follow up with a thank you card or letter to
any sources that cover you within a day or to of the coverage (but, no gifts!)
• Make yourself available & resourceful– Make it as easy as possible for them– Follow-up to any requests for information with a
letter or email within a couple days of the request
• Limited capacity?: Find your “beat reporters” and focus on them
Practice Exercise
• Exercise: In groups of 5-7, draft a strategy for getting maids attention & a “sound bite” for our issue & event. [See handout]
• We will regroup & present.
For further questions:
• Danielle Fox• Student Program Coordinator• [email protected]• 1.617.301.4234• www.physiciansforhumanrights.org