Media Advocacy: Media Advocacy: Tools of the Trade Tools of the Trade October 28, 2005
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