Media Basics Training Live

Media Basics: Why and How?

Sierra Club Media Team

Nithin Coca

Live version

Icebreaker

Why Media?

To reach a larger audience

To influence decisionmakers

Combat our opponents

Examples

2009 - Sierra Club defeats Asarco Smelter in El Paso, TX. Media played a huge role in turnout and raising awareness in some very poor communities

Examples

Coal River Mountain, West Virginia

What is news?

Human Interest

Erin Brockovich anyone?

Local

Example: Coal’s impact on local fisheries

Conflict

New

Example: Energy Institute Report shows that Coal is on the way out

Timely

Example: Sierra Student Coalition - Fossil Fools Day for April Food Days

Strange Bedfellows

Controversy

Visuals

Carbon dioxide emissions opponents unrolled a 350-foot-long cloth petition in Centennial Park Thursday afternoon. The petition, with about 2000 signatures, asks to Governor Granholm to not allow more coal-fired power plants in Michigan.

Courtesy Boston.com

Courtesy Boston.com

Courtesy Boston.com

Courtesy Boston.com

We are not normal…

Hiking – 9%

NPR – 7%

Pro-Wrestling – 20%

Local News – 55%

How public perceives your argument,and how they decide whether to support you or not.

Framing

We need to build this Highway - or we face terrible traffic congestion.

Traffic vs. Trees

Their Frame

We can build this highway,and turn into Los Angeles,or we can protect ournatural legacy and keep Utah special.

Our Way of Life vs. LA Congestion

Reframed

Drilling for more oil will results in lowerprices at the pump, saving you money.

Expensive Gas vs.Cheaper Gas

Reframe this

Media Tactics

LTEs/OpEds

Building turnout

Want more?

Media Resources:Clubhouse

Conclusion

• Feel free to email me if you have any questions

Nithin Coca

Grassroots Media Coordinator

[email protected]