Media Overview

Media goals work in two different ways: 1) to get coverage for what you are working on, and 2) to build access to and credibility with the players in the media. Good coverage enables you to educate and influence thousands of people within a market place; and influence your political contacts.

Media Coverage Techniques

• Press conferences are used to make news. Press conferences are for events that are urgent and important.
• News advisories and releases are used to announce newsworthy events and to get your comments on an event into easily printable form.
• Public service announcements publicize something that is important but not necessarily newsworthy.
• Letters-to-the-editor and op-ed pieces are the best ways to get your campaign's point of view across. Use them to publicize a point of view about an activity related to some issue that is not in itself likely to be covered.
• Editorial board meetings are meetings held with the editorial boards of newspapers, TV or radio stations and are a way to educate them on an issue, build a reputation as an expert and win their support. These are also good chances to gain credible coalition members. When setting up, ask if the environment reported can join the meeting.
• Talk shows in most cities have quite large, loyal audiences. Being a guest on a talk show is a good chance to state your case and respond to the public's questions.

Building Strong Relations

• Make a list of reporters you need to know better and create opportunities to meet them.
• Be a continual source of information. Send reporters information that you think will be useful to them or call them personally with key pieces of intelligence.
• Make suggestions. Suggest ideas for new projects either through casual conversation or by setting up an informal meeting.
• Provide access. You can help reporters get the information or quotes they need by giving them access to key sources.
• Understand the culture of the newsroom. Know the deadlines and whether or not a reporter is working under one. Never go "off the record" with a reporter.
• Ask reporters and other contacts for advice and feedback.
• Tip them off on other good stories, even if their not yours. They will appreciate it.
• When calling, always ask if they are on a deadline. Be considerate.

Allied Voices

Allied voices are those groups and individuals that you may utilize to speak to your cause, and utilize them in your grassroots campaign. They need to reflect "middle America" and relate to the average viewer or listener. They help broaden your base of support.

• It is important to build relationships with these allied voices.
• Don't burn your bridges with them. Don't just use them once.
• Build your relationship for the long term. Build trust.
• When your allied voices are on a press release as a spokesperson have them be a contact, and list their phone number. They don't need to know policy perfectly, and don't try to move them to where you are, just let them speak for themselves and their part of the issue. They need to be able to field a phone call from a reporter…but let them tell their story.
• When you can, try to get a scientist, or local biology teacher or minister (often revered in the community) as credible sources for quotes.
• Have a beer or coffee with them to give them updates. Treat them like insiders. Empower them.
• Organize them from where they are. Don't try to "move" them to your specific point of view.