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Media Advocacy Training Module

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Page 1: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Media

Advocacy Training Module

Page 2: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Use Media as a Tactic

• Create a buzz.• Focus your message.• Show your power.

Page 3: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Self Interest of the Media

• To sell newspapers or increase viewers.• Not a public service for creating a well

informed citizenry.

Page 4: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Guidelines for Using Media

1. There must be hard news.2. Think pictures.3. Have a quotable quote.4. Help reporters do their work.5. Know the media staff.6. Include human interest.

Page 5: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

There must be Hard News

• Large numbers of people doing something interesting.

• Someone who is news says it.• A new program is launched.• New information is revealed.• The unexpected happens.• New treatment of an old story.• A tie-in with a breaking story.

Page 6: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Think Pictures

• No talking heads!• Produce interesting visuals by:– Moving the event outdoors.– Moving the event to the impacted area.

• Add a subheading to the press advisory that says “Photo Opportunity”.

• Make sure your organization’s name is a prominent visual.

Page 7: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Have a Quotable Quote

• Captures the meaning of the event.• Each speaker repeats it.• Put it on signs.• If nothing else, spell it right!

Page 8: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Help Reporters

• Write releases as a news article.• Who, what, when, where and why in the first

paragraph.• Length of a typical news story or a bit longer.• Factual, well written and accurate.• Put opinions in quotes.

Page 9: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Know the Staff

• Develop relationships.• Know who handles what beat.• Go introduce yourself.• Give occasional exclusives.• Nothing is EVER off the record or confidential.

Page 10: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

Include Human Interest

• How the problem hits real people, not just statistics.

• Have people tell their own stories.• Bring children.• One expert is enough.

Page 11: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

The Media Advisory

• Send one week ahead of event.• Don’t give them too much information or they

won’t have to come.• Who, what, where when why.• Follow up with reporters.

Page 12: Media Advocacy Training Module. Use Media as a Tactic Create a buzz. Focus your message. Show your power

St. Finbar PTA

424 S. Finbar Street St. Finbar, New State 09031

FOR MORE INFORMATION:Jane Mayer, PTA [email protected]

June 21, 2010 NOTICE OF MEDIA EVENT Members of the St. Finbar PTA will release a report ETC…. ETC……

They will then wrap the office of School Board member Linda Nagashima with a paper chain made by students of the Linguistics Academy, one of the bilingual schools threatened with loss of busing. The paper chain is made up of 10,000 bands printed with “Please save our school” in 27 languages by the children and parents of the Academy. FRIDAY, JUNE 244:00 PMOffice of Linda Nagashima1833 Office Way, St. Finbar

PHOTO OPPORTUNITY: The children will wrap the office with the brightly colored paper chain.