Illinois Action for Children

Media 101: Making the Press Work for You

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

When we talk about the media, who are we really talking about?

• The media is any organized news outlet that you, as an advocate, can interact with to further your agenda and tell your story.

• The media can be television stations in major cities, small community newspapers, radio stations in rural areas, blogs and podcasts, and everything in between.

• The media is made up of more than reporters; editors and producers are often the most important factor in getting your story covered.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What does the media and its coverage offer to you?

• The media can foster awareness of and bring credibility to you, your organization or business, and your cause.

• The media brings your story to people that you otherwise cannot reach.

• The media can bring your story directly to legislators in a powerful way via the presumed reach that the media has to the constituents each legislator serves.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What do you have to offer to the media?

• The media is getting smaller in terms of employment but is getting larger in terms of the content they need to provide.

• There are fewer reporters than ever before, meaning that reporters are overworked and have less time than ever to find stories on their own. You can present them with a “ready-made” story idea that will appeal to them.

• Your story is local in nature and that is what is most in-demand in the media, particularly among small community newspapers, radio stations, and television stations.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What should you know before you contact the media?• Know your story:

– If it is an event, rally, or other happening in the future, make sure you have all the details of what will be occurring as well as all the location, time, and duration of said happening.

– If you are speaking to the media individually about a personal experience, an issue you have with something, an advocacy concern, etc., be clear, concise, and authentic. It is okay to show emotion, but don’t be so emotional that you lose your focus.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What should you know before you contact the media? (cont.)

–Know your story and be ready to communicate it as clearly and concisely as possible. Being concise is often the difference between being covered and not being covered.

– If possible, avoid the use of jargon – words that have meaning in your line of work or study but are not regularly used by the general public – to avoid confusing the interviewer and, ultimately, your audience.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What should you know before you contact the media? (cont.)

• Know the reporter/editor/producer you are contacting:– Take the time to research the person or

program you will be attempting to get coverage from.

– Find out what kind of stories they cover, the format of their show, who else is on their show, etc.

– A reporter/editor/producer is considerably more likely to respond favorably to your pitch if they get the sense that you are familiar with their work and/or have taken the time to learn about them prior to contacting them.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

Question

• Have you had an experience with the media that you would like to share?

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What are the different ways you can get your story to the media?

• Press Release:–Use this method if you have new

information, preferably tied into a local/personal story, that you want to share with the media.

• Media Alert:–Use this method if you want to inform the

media of an upcoming rally, event, or other happening that has a specific time, date, and location.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What are the different ways you can get your story to the media? (cont.)

• Phone Pitch:– This can be used as a follow-up to sending a press

release or a media alert, or it can be the primary method of communication if you have already developed a relationship with your media target and want to informally pitch them on your story.

• Press Conference– This is usually reserved for the announcement of

a major finding or a significant achievement. For example, this could be used to announce a major legislative victory coming out of your advocacy, or to announce a major project.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What are the different ways you can get your story to the media? (cont.)

• Letter to the Editor:– This is the simplest way to communicate an

opinion to the general public. The likelihood of your letter being printed is far greater at smaller or less prominent publications.

– Letters to the Editor are generally 250-300 words long and are written in direct response to an article or editorial recently published by the publication you are writing to.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

What are the different ways you can get your story to the media? (cont.)

• Op-Ed:– This format offers the opportunity to present an

extended argument that will be prominently placed in a publication.

– Op-Eds are generally 700-800 words long and do not necessarily have to be written in direct response to anything published by the publication you are writing to.

– Op-Eds are generally more difficult to get published than are Letters to the Editor, but they are also generally more effective.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

How exactly do you contact the media?

• Nearly every media outlet has a website, and nearly all websites have a “Contact Us” page.

– On that page, they will have general Newsroom contact information and/or a staff directory.

• Following this training, you will be e-mailed a copy of this PowerPoint presentation. If you would like a media contact list for your area, please respond to that e-mail and let me know what area/city/town you live in.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

How to prepare for a media interview

• “Practice makes perfect”– The only way to feel comfortable being

interviewed is to practice. Have a friend or co-worker mock interview you.

– If you are doing a television interview, practice in front of a mirror so you can see how you will look on screen.» This helps you eliminate things like

swaying, putting your hands in your pockets, etc.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

How should you follow up after initially contacting a member of the media?

• You should follow up with a phone call to make sure they received your initial communication.

• Keep your call brief and limited to whether they received your communication, a very brief reminder of what it is about, and if they have any plans to cover it or would have time to speak further.

• If they say that they will not be covering your story, stay calm and thank them for taking the time to speak with them. Make sure to let them know, politely, that you will be contacting them again in the future.

• If they do not cover your story, you can ask for feedback – why are they not covering it, what kind of information are they looking for, is there another reporter/editor you should contact in the future, etc.

Illinois Action for Children is a catalyst for organizing, developing and supporting strong families andPowerful communities where children matter most.

In Conclusion• You need the media to tell your story, and the media

needs you and your story.

• There are multiple ways to connect with the media in an effort to take your story to a larger audience.

• Know your story, know your audience, and know your media.

• Contact me at summersa@actforchildren.org if you would like a media contact list or if you have additional questions.

• Good luck!