Media tips

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THE LIBERTARIAN PARTY'S SUCCESS '99 2600 Virginia Avenue, NW,Suite 100 * Washington DC 20037 * (202) 333-0008 * www.LP.org Media Lists How to develop a media list for your local party H ereare four ways to develop a media list for your state or local party - ranging from the easy to the labor-intensive, and from the expensive to the free. 1 Bacon's Directories Bacon's offers a comprehensive, nationwide guide that lists 200,000+ media contacts at 40,000+ different outlets. CD-ROMand hard- cover books are available. Purchasers must sign contractual agreement not to violate property rights by unauthorized duplication. Contact: Bacon's at 312-922-2400. Price: $1,355. 2 News Media Yellow Book The phonebook-sized "Yellowbook" lists contacts by type of media; alphabetically by personnel; by subject or specialty; and geographically. While less comprehensive than Bacon's, the Yellowbook is useful for big-city markets but considerably less effective in smaller markets. Also available on CD-ROM. Contact: Leadership Directories at 212-627-4140 Price: $264 3 Media Guides In Libraries Most local libraries have media guides that list phone and fax numbers for reporters, editors, and producers. One example: Gale's Directory of Publications & Broadcast Media, available in most public libraries. • Contact: Your locallibrary . Price: Free 4 Research Via Phone If your organization has more time than money, you can still employ the single most accurate way to compile information about media in your area: Simply pick up the phonebook and call them. In just a few hours, a small group of volunteers can compile a completely up-to-date list. Ask for the name of the reporter who handles political news, as well as the phone and fax number, and you're in business, immediately. Price: Free

Transcript of Media tips

Page 1: Media tips

THE LIBERTARIAN PARTY'S SUCCESS '992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 * www.LP.org

Media ListsHow to develop a media list for your local party

Here are four ways to develop a media listfor your state or local party - rangingfrom the easy to the labor-intensive,

and from the expensive to the free.

1 Bacon's DirectoriesBacon's offers a comprehensive, nationwideguide that lists 200,000+ media contacts at40,000+ different outlets. CD-ROMand hard-cover books are available. Purchasers must signcontractual agreement not to violate propertyrights by unauthorized duplication.• Contact: Bacon's at 312-922-2400.• Price: $1,355.

2 News Media Yellow BookThe phonebook-sized "Yellowbook" listscontacts by type of media; alphabetically bypersonnel; by subject or specialty; andgeographically. While less comprehensive thanBacon's, the Yellowbook is useful for big-citymarkets but considerably less effective insmaller markets.Also available on CD-ROM.• Contact: Leadership Directories at 212-627-4140• Price: $264

3 Media Guides In LibrariesMost local libraries have media guides that listphone and fax numbers for reporters, editors,and producers. One example: Gale's Directory ofPublications & Broadcast Media, available inmost public libraries.• Contact: Your locallibrary .• Price: Free

4 Research Via PhoneIf your organization has more time than money,you can still employ the single most accurateway to compile information about media in yourarea: Simply pick up the phonebook and callthem. In just a few hours, a small group ofvolunteers can compile a completely up-to-datelist. Ask for the name of the reporter whohandles political news, as well as the phone andfax number, and you're in business, immediately.• Price: Free

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- , THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 * wwwLPorg

Media Tips36 tips to increase your media coverage

,-.'

Here are 36 tips about how to get moremedia coverage for your state or localLibertarian organization. These sugges-

tions are straight from media professionals -the White House reporter for USA Today; theWashington correspondent for the Knight-Riddernewspaper chain; a booker from CNNcablenetwork; and a producer for a Washington-arearadio station.

These tips were collected at a seminar at theNational Press Club entitled: "How to Get MediaCoverage for Your Issues and Spokesmen,"sponsored by one of Washington, DC's mostsuccessful public relations firms, Creative Re-sponse Concepts (CRC). Quotes are verbatim fromthe various journalists.

1Good media coverage starts with a goodmedia fax or mail list. "There's quite a bit ofturnover; keep your list up-to-date."

2 "It's important to have a regular list ofcontacts. Have a 'core' list that always gets your'press wleaS1!S."

3Keep your press releases to one page. "Twopages just annoys them."

4 Write good headlines. "Make it sexy andinteresting ."

5Use a subhead in your press release. "There issupporting evidence that a subhead will encour-age the reader to read the first paragraph."

6 Write about breaking news. "Piggyback on'headlines. What's compelling to you isn't always

news, but what's news is always compelling."

7 Don't call journalists late in the afternoon."Try to contact reporters in the morning -before 1 or 2:00 in the afternoon. By 4:30 or5:00, they're scrambling on deadline."

8Send out.press releases on a:regular basis.r'Ifthere is no consistent contact, they're going toforget about you. Regular contact is important."

9 Try to craft your press releases as a "horrorstory." "That's what sells newspapers; that's.what gets TVratings."

10 Put a human face on your story. "Nothingsells like a human face. You need to have yourfacts and figures, your statistics, but a humanface will trump your facts."

11 Try to localize your story. "You want togive an example of how your issue will impactyour neighbor, your community. Many smallernewspapers will only take stories with a localan91e~'i-

-12 Avoid the beltway mentality. "We think _what's important to us is important to the folksback home." Frequently, it isn't.

13 Take your message to alternate mediasources like talk radio. "There's nothing to reachthe masses like talk radio. There's nothing to getyour message out like talk radio."

14 "Recycle your press clips" on a regularbasis to show the media that you're alreadynewsworthy.

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THE LIBERTARIAN PAR TV'S SUCCESS '992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *wwwtPorg

Press ReleasesFor Immediate ReleaseFebruary 11, 1999

Contact: Your Name and phone #.Address too, if it's not on letterhead

LIBERTARIANS PUT OUT A MEDIA RELEASE (snazzy headline)

Ann Arbor, Ml=:.-The-firstparagraph-contains;alLofthe~im:portant, -attention.:getting

information. Who,-What, Where, When, and Why. Keep in mind that this may be all that

they will read. Try to capture their attention, so that they will read further.

The second paragraph contains back-up information. Remember, you are not trying to

write the story for them, unless it is an extremely small publication. Put in a "quote" if you

have one, but keep it as short as possible, and worth printing. (eg: "If he's afraid to debate

me," Coon said, "How's he ever going to stand up to Hillary Clinton?")

The last paragraph contains additional information, but remember, what you really want

is for them to call you about your release, not just print what you wrote. Finish with another

q-uote if you have orre.

Important: NO':matter-how-much'you' have-to:-say;--keep-it:to"one'pagefDouble- spacei]

possible. (Double.spacinq is nice but not mandatory.). Be sure-:.to spellcheck. If you absolutely

have to go to a second page, and I repeat, you should not, use:

-more-at the end of your first page.

the symbol for the end of the release is-30-

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- THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW, Suite 100 *Washington DC 20037 * (202) 333-0008 * www.LP.org

etter InterviewsHow to make your media interviews more effectiveBefore you go on the air:

(1) Create a one-sentence summary of yourposition. If you can't do this, chances are thatyou aren't clear about what your position is.

(2) Prepare a list of the three mainpoints _-,you want to make. Be prepared to make these

points several times, in slightly different ways.

(3) Be ready to set the stage by giving a30-second description of the problem/issue.Usually, this resembles the first paragraph of anystandard news story. Don't assume that thehost/audience knows anything about the issue.

(4) Be able to explain why this issue isimportant to the average American, in termsthat they can understand. -

(5) Study your opponents' arguments. _Anticipate their criticisms. You can do this bypreparing a list of obvious questions, then "roleplaying" with a friend to practice your answers.Most tough questions can be anticipated. Note:-Vl-hen-cuming trp with=torrqh": questrorrs; -]JON'Tthink like a Libertarian! Think like a Republicanor Democrat.

6) Be prepared for seemingly easy open-----ended questions=-owhichcan be more difficult

than you expect. Examples of common open-ended questions: "Tell us why this is an impor-tant issue." "Why are Libertarians concernedabout this issue?" "Tell us a little about theLibertarian Party."

When you're on the air, be sure to:

(1) Speak in short sentences, and avoidjargon. Be lively and animated. Don't speak in amonotone. Remember: Radio and TVare prima-rily entertainment. If you are not (to some

- degree) interesting> and entertaining, you willnot be invited back.

(2) Show your personality. Humor and theuse of real-life examples will make you morelikable, and consequently, more credible.

(3) Back up your opinions with facts.

(4) If you use statistics, put them incontext, ideally by using a colorful metaphor.

_Example: "Many people say that too muchmoney is spent on political campaigns. Interest-ingly, Americans spent three times as muchmoney in 1994 on potato chips as they did onpolitical campaigns."

(5) Be ready to supply a Libertariansolution. Remember, criticism of an opponent'sposition Is-only a: vehicle throug-h'whkh We-canpresent our ideas.

While on the air, don't ...

(l)Say/~um." One way to avoid-it is topause for a second before answering a questionin order to gather your thoughts.

(2) Engage in an argument with the host orcallers. Calmly and politely explain your positionand attempt to answer any objections, but if acaller becomes combative, you might just say, "Ican see that we're going to have to agree todisagree on this issue. Let's move on ... /1

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-THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LP.org

Fill this out before doing any radio or TV interviewMedia Outlet Interviewer

Interviewer's Title and/or Speciality

Prior attitude [if known]: 0 Receptive/friendly 0 Hostile 0 Unknown 0 Other:~------------------Type of interview [live, taped, etc.]:

Main topic:

...Your key theme or message:

Best/most important quote:

THREE "MUST AIR" POINTS.~ 1.--------------------------------------------------------------------

Example or proof:

2.Example or proof:

3.Example or proof:

THREE MOST DIFFICULT QUESTIONS1.--miestlon:

Response

2. Question:

Response

3. Question:

Response

BACKGROUND: THE FIVE "W's" and "H"

Who: What: When:

Where: Why; How:

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THE LIBERTARIAN PARTY'S SUCCESS'992600 Virginia Avenue, NW,Suite 100 *Washington DC 20037 * (202) 333-0008 *www.LPorg

_______t MediaDo's and Don'ts when dealing with print journalists

Nothing is an absolute when media areinvolved. Nothing is a given whenelections come along. However, candi-

dates can really help themselves out by follow-ing a few mostly common-sense steps in theirdealings with print (and other) media.

• DO realize that media organizations aremade up of individuals. It's important to learnwho needs your press releases and who .needsyour photos; they may be different people.

• DON'T assume the Editorial Page depart-ment is connected to the News Department. Atmost papers, they have nothing to do with eachother, so feeding your news-related releases tothe Editorial Page doesn't do you much good.

• DO make sure everything you send thepaper is typed. Unfair as it might be, handwrittenreleases don't get top priority. The people whohave to type them in dislike having to decipher.

• DO have nice color and black-and-whitephotos made. This becomes more important withless visible offices, which are less likely toinY2ly~ _d~~a!~s_or_p~})lic_apj)~~rClnce~._A_cies:~nt-quality publicity photo lends credibility. Makesure the appropriate person at the paper has atleast one copy in color and in black and white.More than one copy never hurts.

·00 get a Web page, and put on it theimportant things you want people to see: Yourviews on major issues, background details, aphoto. Links to other sites sponsored by yourparty. Make sure the Web address is prominenton any materials you hand out.

• DO be available for interviews.• DON'T delay returning phone calls from

reporters. Stories usually are turned around in

two days or less, so if a reporter can't reach youfairly quickly, your view might not get in.

• DON'T badger journalists about cover-age. They don't mind taking a call asking legiti-mate questions, or announcing real news, butanything less gets bothersome. (Editors andreporters-take many. calls a day, and they theystill.have to get a lot-of writing done, too.)

··00be patient during an interview whenreporters mix up who you are, which office youare seeking, or some other detail. That samereporter probably is covering five or six smalland large races, each with two or three candi-dates, many of whom he or she likely spoke withjust hours or minutes before speaking with you.(However, make sure the reporter has the detailcorrect before the interview is over.)

• DON'T try to trick, dazzle, impress orbelittle the reporter. Be yourself, talking tosomeone just trying to do a job well. Speakclearly and directly. Reporters aren't trying tounearth some terrible secret when they inter-viel'l_You_apollt tltE:r~ce;Jhey ju.§t_V'!aI1tqocd,concise answers that they can relay in print.That said, if a reporter does ask hard questions,remember that's part of his job, too.

• DON'T-make assumptions about thepolitical. persuasions of the News Department( s).Editorial Page departments are supposed to havea political bias. But News Departments aim toremain as neutral as possible. Individual reporterscan and do belong to political parties, but theyaren't supposed to favor one view over another.

[Written by Mark Thompsen-Kolar. the AssistantManaging Editor, News-Sentinel, Fort Wayne, IN]

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Libertarian Volunteer January/February 1998 - Turn press releases into publicity Pagelof3

January/February 1998

Turn press releases into publicityActivist Library

Manuals andHandbooks

Garnering more local media: A proven three-step process

LibertarianVolunteer By Scott Kjar, Libertarian Party of Alabama.

I log on, check my e-mail, and somehow end up on the local news. I readmy e-mail, and a few days later I see my name in print. I download my e-mail, and my picture appears in the local paper.

Is there something magical about my e-mail? Yes! The magic in my e-mailcomes to me from the National Libertarian Party.

But more on that later ...

STEP ONE

Before I can get local media coverage, I have to know what local mediaoutlets are available. This step is actually pretty easy" The phone book! Ipick up the local phone book, go to the Yellow Pages, and I start looking upheadings like "Newspapers," "Radio Stations," "Television BroadcastStations," "Magazines," and "Publications." From there, I write down thename of each media outlet, its address, and its phone number.

If possible, you should pick up a copy of the newspapers and magazines,and see who writes their political material. Watch the television news and

..- --s~h.Q-GQ¥€-r-s-th-€l-p0l-i-t-iea-l-s-t:0ri-e&--Listen--t-o-th-e-radl-o-stat-i-ons-and-finu-outwho handles the political beat. Or, just call them! That's right, you can callthe local media outlets, ask them who handles politics, and then record thename. (And while you've got the receptionist on the phone, ask for their faxnumber!)

Once you've got your local media list created, you'll want to figure out agood way to keep track of it. If you have a computer, record the informationin a database. If not, you can type the information onto a sheet of paper. Doit in the size of a label, so that you can photocopy your page directly onto asheet of labels, then just peel them off and stick them on envelopes whenyou need them.

(For media outlets with fax machines, often a fax is the fastest, cheapest,and most convenient route to take. I have the fax number of the local

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Libertarian Volunteer January/February 1998 - Turn press releases into publicity Page 2 of3

newspaper programmed into my own fax machine, so I can get info outwithin seconds.)

STEP TWO

I mentioned the magic e-mail that I get from the National LP. You see, theNational LP sends out e-mail press releases every few days. These are itemsthat the national LP HQ has already sent out to national media, such as theWashington Post, or NBC. However, it's a pretty good bet that the NationalHQ has not sent them to the Opelika-Auburn News (my local daily paper),or to the Tuskegee News (a weekly paper in the next county).

That's where I step in. You see, I simply take the National LP press release,download it into Microsoft Word, put it into an attractive font, add my ownname as a local contact (while leaving the national LP contact informationalso on the release), and print it out.

I don't have to worry about whether my press release is well written -- italready is. I'm not concerned about whether I am following the rules ofputting together a release, or in have given too much or too littleinformation. After all, the people who write these at the national HQ --Communications Director Bill Winter and Press Secretary George Getz --are professionals who do this for a living.

All I need to be able to do is print it, and mail (or fax) it.

STEP THREE

Once in a while, steps one and two are sufficient, and a local mediarepresentative calls me and asks for an interview. Usually, though, a littlefollow-up is required. So, I go back to my press list, I pick up the phone,and I call the person to whom I sent the press release. I ask if they receivedthe release, and if they would like more information.

Sometimes, the person did not receive it. (This usually means they saw it,threw it away, and forgot about it.) Offer to re-fax it to them, and call themback in a half-hour.

Other times, theperson did receive it, but is not interested in the story.-'fh-atsokay.-Repoftefssee a 10fOY potentIal-slones every Gay~and-most 'ofthem never get covered. That's right, most of them never get covered! Thereis a finite amount of space in a newspaper and on TV news -- and it isn'tpossible to cover every story (no matter how important we think it is!)Thank the person, and move on. Haranguing a reporter will rarely succeedin getting you good press, but it is almost guaranteed to get you bad press.

In our best-case scenario, the reporter got the press release, thought it wasinteresting, and thanks you for calling. At this time, you suggest a get-together with the reporter to discuss the issue, and try to set an appointment.You are on your way to local media coverage.

Two notes of caution

First, reporters may not always know the ins-and-outs of your issue, but

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Libertarian Volunteer January/February 1998 - Turn press releases into publicity Page 3 of3

they can generally tell whether you know the ins-and-outs. Don't try todazzle the reporter, and don't try to make things up. Marshall your factsbefore you meet a reporter. If you need additional information or sources,call the National LP HQ. After all, since they wrote the original pressrelease, they can probably also tell you where to get additional information.In some cases, George Getz and Bill Winter have faxed articles to me, sothat I could show my local media representative that the issue has beencovered in other places. (While national journalists may want to break newstories, local journalists are often more comfortable knowing that someoneelse has already decided that an issue is newsworthy.)

Second, when you meet with any reporter, whether for TV, radio, ornewspaper, you should dress for the event! If you show up in a scruffy pairof pants and an obscene tee-shirt, you will be dismissed as a fringe element.If you look and act in a professional manner, you will be treatedappropriately. Also, keep in mind that you just might end up on TV, or yourphoto might end up in the newspaper. If you look like a scraggly mess, thenyour image becomes the local LP's image. Professional business attire isalways appropriate in such situations.

FINAL THOUGHTS

By following the Three-Step Approach, you can increase your local mediapresence without doing a great deal of work. And once one local mediaoutlet picks up a story, you then want to redouble your efforts at the otheroutlets.

For example, I had a particular story I promoted here about the TuskegeeSyphilis Experiments and Bill Clinton's "apology." At first, no localnewspaper covered the issue. However, once a local TV station gave me atwo-minute story, suddenly all local media wanted to hear our views.

Thus, it is easy for you to help get the LP message across. Just read your e-mail!

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