Media Tools for Activists

fundamental tips for interviews		how to write a press release
how to write a media advisory		how to write an op-ed
pitching your story

Educate Yourself on the Media and the Issues

One of the goals is to raise the consciousness of people in this country around multi-national corporations and their control of government, which has both global and local impact. The most powerful means to do this is through the media: TV, radio, newspapers, and magazines. Of course, all popular media outlets are owned and controlled by huge corporations, and so many will try to devalue and marginalize us. But through our solidarity, our actions, and our words, we can utilize these moments in history to convey a radical and inspiring message to the people.

Be diverse
The media will always try to single out leaders, the people who they always talk to. Try to get as many people talking on message to the media as possible. It shows that we're all smart and capable and that we're truly building a non-hierarchical society.

Anti-Oppression
Don't tokenize people by having them speak only because they are a woman or because they are a person of color, but be sure to be inclusive and if you are a white person or male, be in solidarity by pushing issues that affect women and communities of color. Breaking down the walls of oppression means being intentionally inclusive.

Fundamental Tips for Interviews

• Discipline your message! Use your slogan or message as much as possible.

• Familiarize yourself with three soundbites (with backup information). Write them down. · Always turn the question back to your message.

• Anticipate questions.

• Know the opposing points.

• Practice—even people who speak all the time practice.

• An interview is never over even if the tape stops rolling. Everything you say to a journalist is on the record.

• Don’t get frustrated by difficult questions—just stick to your messages.

• If you slip up, don’t worry. Just ask the reporter to start again (unless it’s live).

• If you need more time to think, ask the reporter to repeat the question or ask a clarifying question—or simply pause and think before answering.

• If you don’t know an answer to a question, don’t force it. Try to return to your message. If it’s an interview for print media, tell the reporter you’ll track down the answer later call them back.

• Tell the reporter you have more to add if he or she overlooks something you think is important.

How to Write a Press Release

(Adapted from Salzman’s “Making the News” and SPIN Project Materials)

What is a Press 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. · Include a colorful quote from a spokesperson in the second or third paragraph.

• Include a short summary of your organization in the last paragraph.

• Mention “Photo Opportunity” if there is one. Be sure to send a copy of the release to the photo desk.

Structure / Form

• In the top left corner, type “For Immediate Release.”

• Below “For Immediate Release,” type the date.

• 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. Including the contact’s home phone number, if appropriate.

• Type “###” at the end of your release. This is how journalists mark the end of a news copy.

• Type “MORE” at the end of page 1 if your release is two pages, and put a contact phone number and short headline in the upper-right hand corner of subsequent pages.

• Print your release on your organization’s letterhead.

How to Distribute It

• A release should be sent out the morning of, or the day before your event. In some cases, you may want to send an “embargoed” copy to select reporters ahead of time, meaning that the information is confidential until the date you specify.

• Generally, send a release to only one reporter per outlet.

• If your release announces an event, send it to the “daybooks.” A daybook lists news events scheduled to take place in the region on that day. Someone from each major outlet reviews the daybooks each morning.

• ALWAYS make follow up calls after you send the release. If your release is announcing an event, make the calls the morning before your event is scheduled.

• Have a copy of the release ready to be faxed when you make the calls.

How to Write a Media Advisory

(Adapted from Salzman’s “Making the News” and SPIN Project Materials)

What is a Media Advisory

• Functions as an FYI that alerts journalists to an upcoming event.

• Gives basic information: the who, what, where, when and why.

• Sent out a few days before the event.

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.

• 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 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. 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.

Writing Opinion Pieces

(Adapted from Salzman’s “Making the News” and SPIN Project Materials)

What is an Op-Ed?

• Personal opinion essays which are typically published opposite the editorial page.

• They help legitimize your cause and you as a knowledgeable spokesperson for it.

Elements

• Write a catchy first paragraph using a personal story or concrete example.

• Clearly state your specific point of view.

• Aim for 700 to 750 word and double space.

• Write in the active voice with two-to three-sentence paragraphs.

• Avoid jargon and “wonkish” language.

• Write in a personalized or storytelling way. Use humor, if possible.

• Don’t respond to specific newspapers stories with an op-ed—write a letter to the editor instead.

• Give the op-ed a short title.

• Find a local angle for local papers, consider how the topic affects specific audiences, and write more broadly for a national paper.

• Put your name, phone, and address in the top left-hand corner.

• Type the number of words in the top right-hand corner.

Hints for Placing an Op-Ed

• Before you send it, call and pitch the piece to the editor of the op-ed page to see if there is any interest.

• Call early in the week and early in the day.

• Ask about the paper’s submission policy. Some major publications want the piece to be “exclusive” (submitted only to them).

• Send your op-ed to several papers at a time, if this is allowed by their policy.

• Write a cover letter briefly explaining your subject, why it is relevant and will capture reader interest, and your own background. Remind the editor of your phone call.

• If you don’t hear anything back from the paper a week after submitting the op-ed, call to see if it was received.

Pitching Your Story

(Adapted from Salzman’s “Making the News” and SPIN Project Materials)

• Telephone calls are the most effective way to communicate with reporters. Pitch calls are essential to an effective media strategy. Reporters are on paper overload—chances are they never saw your faxed release or advisory.