You can quickly reach a very large number of people with your message through publicity in the media. This can help build a network of support and it can put pressure on those you wish to persuade with your campaign.
On a local level, the media can highlight your issues to the very people who may become your supporters and members. On a national scale, a media appearance can give your campaign extra credibility. It can also bring your concerns to the attention of people with similar campaigns in other parts of the country and to people in positions of authority.
2. Types of media
There are several different types of media you might want to use.
Newspapers These can range from local editions with just a few hundred readers to the national dailies which are read by millions. Be very careful about the type of newspaper you approach. Think about who the paper is aimed at and whether they have covered stories like yours before.
Television News and current affairs programmes on television can attract audiences of millions. Local news programmes also have a lot of viewers. Television news is particularly attracted to visual stories. This sounds obvious, but you are more likely to get coverage if you organise an event or demonstration which is interesting to look at.
Radio There is a huge range of news coverage on local and national radio, and audiences can be as high as for television. You might be able to take part in a radio debate. If you have a good speaker working on your campaign with a knack for a catchy phrase, this could be particularly effective.
Magazines Some specialist and trade magazines have small circulations. But the readership will be more passionate about specific issues. Also, longer deadlines mean that they are often able to print more involved features.
Online Many news organisations have their own websites. Sometimes they re-use stories from elsewhere but there is often a dedicated team of journalists producing their own stories. The bigger sites can register millions of readers every day, including a large international audience.
Building up a good relationship with your local media is important if you want ongoing coverage for your campaign.
To get started, you should think about the range of local media organisations that are available. Make a list of every newspaper, magazine, local radio and local TV programme in your area. Put together a media profile to help you decide which media source to contact, and when, for a particular story or event. This profile should cover:
Name of publication or programme
Name of news editor
The deadline for news stories
How they treat news
Names of reporters or producers who might be interested in your issue
Once you have identified the best reporters, producers or editors, try to meet them so that you can explain what your organisation is about and tell them what events you have planned. Find out what they are interested in.
You might even be able to persuade your local newspaper to adopt your campaign. They may run regular stories on the campaign if they feel that local opinion is strongly behind you.
Sometimes, just having your case highlighted in the local press is enough to create national interest. However, to approach the national media yourself, you need to think about the most effective way of contacting them.
Contacting journalists
Contact details are printed in each issue
Contact details for newspapers are printed in each issue. Radio and television stations can be found in the phone book and on the internet, and Media UK provides a useful online directory.
You can contact newspaper, television and radio journalists directly. This might be successful if you can find a journalist who is particularly interested in your story.
Some newspaper journalists print their email address at the end of stories. But if you are having difficulty contacting a particular journalist, ask to be put through to the news desk.
Using news wires Often journalists take their stories off the news wires which are put together by press agencies like The Press Association and Reuters. Contact details and information about sending press releases are available on their websites. See the Action Network guide, How do I write a press release? for more information on what you should say.
Personal contact There is no substitute for meeting someone face-to-face. You may be able to turn a seasoned hack into a sympathetic ally! Most national media organisations have regional offices, so you might be able to make contacts in your local area.
To get into the news, there needs to be some kind of news angle, such as:
Publishing a report
Performing a publicity stunt
Handing over a petition
Having a demonstration
Holding a press conference
Passing a milestone
Make it newsworthy
Make your campaign newsworthy
It is difficult to define a good news story but the best are new, unusual or topical. Think about how your story compares with others and what you can do to make your story stand out.
National media will only usually pick up a local story if they can see that it might be a more general concern, or may be the start of a wider trend. Make these associations for the journalists and they will be more likely to respond to your message. If your story is particularly emotive or controversial, the human interest angle is another tried and tested method for attracting hardened hacks.
Get celebrity support Endorsement from a high profile celebrity can rapidly increase media interest in your campaign. See the Action Network guide, How do I get celebrity and high profile support? for more advice.
Target your media Make sure you think about the readership of a particular newspaper or the audience for a TV show or radio channel. Will they be interested in your story? When you draw up your media strategy think about which papers or programmes will be most interested in your activities.
Be professional Publicity is often the lifeblood of a successful campaign, so it is essential that you treat it seriously and think about some sort of strategy. You should treat your contacts within the media with the same sort of respect as any other external organisation.
Communicating with the media When you've decided which media you want to focus on and how to attract them, it's important that the whole group is giving the same message. There are some rules that you should all follow:
Keep your statements clear and concise
Be calm and thoughtful - you don't want to come across as a fanatical zealot
Always have the relevant facts at hand when talking to a journalist
Don't say anything that you'll be embarrassed about later
Follow up faxes and e-mails with phone calls to make sure your information has landed on the right desk
All journalists work to deadlines and these vary according to the media type. If you want to get coverage in a particular place, make sure you are aware of the deadline so you can deliver your information on time. Some points to bear in mind:
Daily newspapers are usually compiled between 3.30 and 5.30 in the afternoon
Evening dailies have morning deadlines
Weekly local papers usually go to press two days before they appear in the newsagent
TV and radio deadlines occur throughout the day but the news agenda is usually set in the morning
Magazines can work on deadlines months in advance of publication
You may be asked to do an interview about your campaign. To come across well, you will need to prepare in advance. Here are some things you could think about:
Find out if the interview is to be broadcast live or pre-recorded
Try to get an idea in advance of the questions
Find out if there will be any other guests
Work out precisely what message you want to get across
Think about how to communicate your message in the clearest and most interesting way
If the interview is on TV, make sure you dress appropriately and wear neat smart clothes. TV makes casual clothes look crumpled and sloppy
Prepare in advance for media interviews
Once the interview is under way, you will probably experience a rush of adrenaline. Try to stay calm and speak clearly. Preparation will give you confidence. Don't be afraid to disagree but do not lose your temper. If you are unsure of an answer, pause and don't be afraid to seek clarification, or say if you are not in a position to answer a question. Try to have a glass of water nearby, or at least have a sip before you start the interview.
Carol Barbonne is the Campaign Director for Stop Stansted Expansion, which has more than 4,000 members.
Carol's tips for dealing with journalists:
This is your opportunity to get your messages across, come what may, so decide what three things you need to communicate, use examples to illustrate, and keep coming back to those points
Rehearse: nothing beats practicing with someone in advance so that you feel comfortable
Although it might be tempting, never say anything off the record if you don't want it in print or broadcast, especially if it's a good story, unless you are absolutely sure you can trust the journalist
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