“How To” Action Steps for
Contacting the Media
When contacting the media, remember that you
have what they need: an interesting, pertinent and compelling story. The
key to getting the media interested in covering your story is how you
present it to them. “¿DÓNDE ESTÁ LA JUSTICIA?” is your tool to
bait the media and reel them in with new facts and figures about how
Latino and Latina youth are negatively impacted by the justice system in
your own community. Here are a few tips to help you get media coverage:
Plan ahead
Allow yourself sufficient time to write
a media outreach plan, complete with dates and time frames-remember to
stick to them.
Develop a clear message-and stay on
it
Create a one sentence message that you
want the media to use and people to remember. Use this message
frequently in any materials you distribute and in all communications
with the media. The talking points and fact sheets included in this
action packet will be helpful.
Decide who to take your story to
You have many choices in media sources:
national and local newspapers, magazines, radio, and TV. Identify
sources that are sympathetic to your message and issues affecting
children and which will provide the best coverage of your message.
Know your options in getting media
coverage of your message
In addition to various media sources,
you have various ways of getting your message media attention. Opinion
Editorials (Op-EDS) and press releases are just a few methods.
Strategies to make these methods effective are outlined below. A sample
opinion editorial and a sample press release are included in this packet
for your use.
Pitching Your Story to the Media
Sending a letter to your local
newspaper will not ensure that your message receives attention. If you
want the media to take an interest in and have the opportunity to
accurately cover your story, you will need to “pitch” your story,
effectively convincing the media to cover the issue.
- You will need to develop a good working
relationship with a reporter.
- Know whom you want to contact. Choose a
reporter who will be interested in what you have to say. Spin your
message in a way that will make them interested.
- Rehearse your pitch with friends or
colleagues before you start. Know what you want to say and say it
well. Be prepared to address your topic from a variety of angles.
Feel free to use the talking points included in this action packet
to assist in creating your pitch.
- Pitch in the morning when reporters are at
their desks and hungry for news stories. Reporters are searching
for stories in the morning, it is best to get their attention
before they start their day.
- Remember to introduce yourself and the
purpose of the call.
- Be conversational but GET TO THE POINT!
Media persons are strapped for time and there are other competing
news stories out there. Make sure that you use the time you have
secured to let the reporter know right away why you are calling
and why your story is newsworthy.
- Be professional. Remember that you want the
reporter to respond to you. Set and keep interview dates, follow
up your phone calls to remind them, and always remember to say
thank you
- Smile when you pitch. No reporter wants to
cover a story that does not seem interesting. It is your job to
convey that enthusiasm and passion for the story to the reporter.
Planning a Media Event
Another way to generate media coverage
is to do a media event that generates interest in covering the issues
you are raising.
- Pick a good time, date and place. Plan your
event for the morning so that reporters have plenty of time to
meet their deadlines. Also pick dates that do not conflict with
other big events in the area that would draw media coverage.
- Make sure the media knows about the event
in advance. The Associated Press runs a daybook which tells local
media what is going on in their area. It is also a good idea to
send media advisory notices to different media offices.
- Send clear press materials. When sending
press releases and press packets to the media, make sure that your
materials stand out. They should have big clear headlines that
communicate why your event is the most newsworthy. Make sure to
follow up on all materials sent to the media. Consider using the
Basic fact sheets on the report and sample press releases included
in this action packet.
- Be available to the media. Time is money!
Make sure that when the media shows up, your spokesperson is
available and ready to be interviewed without delay.
- Make sure to follow up the event. Do not
just put on an event and leave it to the media to continue
coverage. Be prepared to follow your event with other media
strategies that will keep your message in the news and on people’s
minds!
Submitting an Opinion Editorial
Another way to get media attention is
to write an opinion editorial.
- Contact the editorial office of the chosen
newspaper to inquire about their guidelines for op-eds, time
frames etc.
- Draft an argument that is clear,
provocative, passionate, to the point and about one page in
length. Use relevant personal stories, national and local facts
and figures, and if you can, local information related to any
other compelling information you can include. Feel free to use the
sample provided in this action pack for guidance.
- Submit your clear and concise op-ed without
typos and grammatical errors. Be sure to include contact
information and to follow up a few days after submitting it.
