Working with the Media

In many ways, the rules that apply to educating your legislator also apply to members of the media.  In each case, it is easy to become unnecessarily intimidated, and you must remember that these "experts" need us to provide the information required for their job.  Develop your media relations plan by focusing on establishing relationships and crafting a consistent message and repeating it in all your communications. 

Tips on working with the media:

q Press Releases should be brief, concise double-spaced and contain name and phone number of a contact person.  They should be written in the third person, using quotes if applicable.

q Members of the news  media are after the facts and information with public interest; don't contact them with rumors or stories without public appeal.

q Be clear, direct, factual and polite in your verbal or written communications.

q When doing a press conference or media interview, speak clearly and in brief sentences.  Radio and TV people are usually limited to 30 or 60 seconds.

q Don't be afraid to say you don't know or you aren't sure.  Get back to the reporter with the requested information, if you don't have it

q Be a good resource to reporters; develop personal rapport with members of the press.

q Have a member of your group keep a clipping file of relevant news articles; respond with letters to the editor where appropriate.

q Don't overlook a newspaper's editorial board; try to meet with the editorial board to ask for a favorable editorial.  Go prepared with facts on issues of interest to that paper's readership.

q Small dailies or weekly community newspapers are always looking for local news items.  Be sure to send them your press  releases.  Get to know the editor of the local newspapers.

q Designate a person in your group to keep a current list of media people (radio, TV, daily and weekly newspapers.)

q When scheduling press conferences try to have them in the morning – Mondays  are best – and use a location with accessible parking.

q Some radio and TV stations have talk shows that are always seeking those that are active in community affairs to come and participate.

q Remember the visual orientation of television – most press conferences look alike.  Be creative in the location and the participants involved to help improve the impact of your story.  However, remember that more convenient you make it for the media, the more likely you will get them to cover your event.

Writing letters to the Editor:

 Letters to the Editor are among the most read features in the newspaper.  They are a free, quick forum to educate the public about the issues of concern to your  group.  Below are some tips for writing a letter likely to be considered favorably for publication.

q If possible use a computer or typewriter.  Write on one side of the paper, double spaces.

q Express your thought as clearly and concisely as possible.  Editors usually prefer letters of no more than 200 to 250 words.

q Deal with one timely, newsworthy topic in a letter.  Use short words, short sentences, short paragraphs.

q If you write to criticize, end your letter with some constructive suggestions when possible.

q Illustrate your point with a relevant personal or local community experience.

q Always sign your name and provide your address.  (Most newspapers won't print unsigned letters whose author they cannot  verify.)  Check your newspaper's policy on withholding name by request.

q Don't expect to see you letter in print right away.  It may not appear for 10 days or even longer.  Don't be discouraged if your letter is not printed – try again.

q Make appropriate changes in your letter and send it to editors in newspapers in other communities.  As a rule, do not send exactly the same letter to different papers in the same community.

q Timeliness:  newspapers often seek letters that respond directly to a recent news story.  Some papers devote columns to reader's views on a specific topic.  Use these opportunities to promote your concern.

q Use a letter to point out lack of coverage on an issue; summarize the issue and point out its importance to the readership.

Encourage other members of your group to write as well.