Media Advocacy: Media Advocacy: Tools of the TradeTools of the Trade

October 28, 2005

What Is News?What Is News?

What makes an old story new, or

a new story different

Something that affects many

people outside your organization

AnglesAngles

“ Ben Brown doesn’t mind being

referred to as the lawyer of last

resort. All too often he is the person

who stands between a senior citizen

and bankruptcy.”

AnglesAngles

“After five years working as an emergency

room and intensive care nurse, Robyn

O’Neill headed back to school. However it

wasn’t to further her medical career;

instead, it was to obtain a law degree.”

Journalism 101Journalism 101

Beat Reporters

Regularly assigned to a specific topic or

place

General Assignment Reporters

Go wherever they’re needed

Feature Reporters

Longer pieces, soft news, profiles

Often not time-sensitive

Broadcast NewsBroadcast News

Need a visual

Importance of sound bites (a 5-

minute interview will be distilled into

a 15-second quote)

Timing is key

DeadlinesDeadlines

Major Dailies: 4-6 p.m.

Local Television: Noon, 4, 5, 6, 9

and 10 p.m.

National news is 24/7

Reporters must produce every day

Tools of the TradeTools of the Trade

Press Releases/Media Advisories

Fact Sheets

Pitch Letters

Press Kits

Tools of the TradeTools of the Trade

Press Conference (can be a risky

venture)

Pitching Exclusive Stories

Writing for the MediaWriting for the Media

Write your press release the way you

would want the story to be written

Remember to write as if the event

has happened (past tense)

Use an attention-grabbing headline

Include a contact name and phone

number

Writing for the MediaWriting for the Media

Media Advisory: who, what, when, where,

and why

A media advisory is never more than one

page – don’t give the whole story away

Use active verbs (urge, lead, call on,

gather, etc.)

Always include a contact name and phone

number

Following Up with MediaFollowing Up with Media

Be polite but persistent

Narrow down your story into a 2-

minute pitch, 30-sec story

Calling in the morning is best

E-mail is often more effective than

phone calls

Make Reporters Love YouMake Reporters Love You

Give them the information they

need

On time

Sometimes all a reporter wants

is a quote over the phone

Message DevelopmentMessage Development

Your strongest points in the

fewest words

The basis for all communication

3 or 4 broad message points are

good

Message DevelopmentMessage Development

Bolster your messages with

statistics and examples:

Reporters love to quote figures

But don’t get mired in numbers.

Personal stories resonate most.

Bringing Home the CampaignBringing Home the Campaign

Underscoring Campaign Messages Benefits

Everyone

– Everyone Deserves Access to Justice

– State Needs to do its Share

– Legal Aid is a Solid Investment

Power of One Coalition, One Voice

How to Talk to ReportersHow to Talk to Reporters

Stick to your messages

Don’t be afraid to repeat a key message

Use transitions to bridge back to your

messages, i.e.

-What’s important to remember……

-Before we get off the subject, let me

add….

How to Talk to ReportersHow to Talk to Reporters

Narrow down your thoughts into a few

hard-hitting sentences

Don’t let reporters put words in your

mouth-look for paraphrasing clues such

as “In other words” or “So what you are

saying is”

Paraphrases may be attributed to you

Media Advocacy:Media Advocacy:Tools of the TradeTools of the Trade

October 28, 2005