Supplemental Materials for Media Advocacy

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Supplemental Materials for Media Advocacy

• Principles of Effective Interviews

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Do you use the media effectively?

• Do you think and act strategically and
  opportunistically by reacting quickly to
  unexpected events, breaking news, etc.?
• Do you use media coverage to gain public support?
  
• Do you shift questions from an individual focus
  to an environmental one?
• Do you effectively make the connection between
  alcohol and other drug use and academic failure,
  vandalism, violence, STDs and other
  consequences?
• Do you have a specific policy goal in mind in
  your media efforts?
• Do you keep the focus on solutions?

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Develop Story Ideas

• Recurring issues and events
• Holidays
• Demonstrate program effectiveness
• Be opportunistic!

• Ask yourself is it
• Timely?
• Relevant?
• Unusual?
• Unexpected?
• Hits close to home?

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The Media Toolbox

• Methods for using the media
• Interviews
• Letters to the Editor
• Op-eds
• Pitch letters
• Press releases
• Press conferences
• Public service announcements

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Interviews

• Determine audience of media outlet
• Establish who you are, your main message, why it
  is important
• Present three key points, and stay on message
• Avoid jargon and abstractions

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Letters to the Editor

• Allows the media advocate to raise issues, start
  a dialogue, or respond to an event or article.
• Be timely
• Be brief 200-300 words
• Use creative epidemiology or social math
• Check for guidelines
• Limit content to 1-2 key points

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Op-Eds

• An opportunity to get your story to opinion
  leaders and policy makers.
• More detailed than letters to editor
• Check newspaper for guidelines
• Discuss one theme with up to 5 points
• Conversational in tone
• Personal stories used

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Pitch Letters

• Writing a letter to an editor, news director or
  reporter to generate interest in your issue.
• Brief and to the point
• Include a hook
• Controversy, Conflict, Counterintuitive
• Injustice, Irony, breakthrough

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Press Releases

• A press release can publicize a position,
  program, new data, or event.
• Include who, what, when, where, why, and how
• No longer than 1-2 pages
• Action-oriented language
• Avoid jargon

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Public Service Announcements

• PSAs are designed to market a message about a
  service, program or issue.
• Message source must be identified and credible
• State problem, solution, who needs to act, and
  how
• For audio messages, repeat key points

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Press Conferences

• Press conferences can be used to announce
  positions, events, services, launch campaigns, or
  provide results or new information.
• Invite media with news advisory
• Follow up by phone
• Plan even to meet media deadlines
• Use colorful visuals
• Provide media kits

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Other High Visual/Visibility Events

• Effective in developing press attention to your
  issue. Great opportunity to define and reframe
  the issue at hand.
• Invite media ahead of time, follow up by phone
• Plan to meet media deadlines
• Spokespeople should practice statements

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Interviews

• Determine audience of media outlet
• Establish who you are, your main message, why
  it is important
• Present three key points, and stay on
  message
• Avoid jargon and abstractions

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Interview Fundamentals

• Get all their contact info, preferred method
  of contact
• Spell your name
• Look for your quotes, save your clips
• Follow up with a note or e-mail

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Building Relationships with MediaProfessionals

• Deadlines are their bottom line.
• Theyre generalists
• Theyre looking for data, stories
• Have sources on hand who are prepared to
  speak to your issue
• Take time to find out their beat, interests

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Broadcast Interview Tips

• Determine format of show
• Who are the other guests?
• What kinds of questions might you be asked?
• Format questions
• Live or taped?
• In studio or telephone interview?
• Call-in questions?
• Have notes ready for key information
• Show up early
• Remove distractions

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Broadcast Interview Tips

• Correct false premises of questions
• Never argue with a host
• Cue audience to important information
• In studio, watch for hand signals

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Radio Tips

• Utilize the intimacy of the medium
• Show your emotions
• Repeat key information

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TV Tips

• Dress conservatively
• Men shave
• Be prepared to wear makeup
• Dont look at video monitors or teleprompters
• Get key points out early

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Print Interviews

• Determine angle they are taking
• Frame the issue the way youd like to see it
  presented
• Dont count on off the record
• Never say, no comment
• Take time to respond thoughtfully

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General Interviewing Tips

• Turn a negative into a positive
• Im glad you asked that question.
• Restate question as you would have asked it
• If you cannot make news, make irresistible
  phrases. Sir Christopher Meyer
• Stay away from hypothetical statements
• I wont speculate, but if you were to ask me

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Working with Reporters

• Treat reporters as individuals
• Learn their beats and interests
• Always be aware they are pressed for time
• Be Courteous, Concise, Timely

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Common Problems

• The wrong spokesperson
• Speaking to the wrong issue
• Being passive
• Using jargon
• Being unprepared
• Being over-prepared