SPEAKING WITH THE MEDIA

Framing the Issue

It is important that you think through the best way to talk about your issue with the media. One of the keys to successful media advocacy is knowing exactly what you want to say, the best way to make your point, and who you are targeting with your message. Think about all the people that you see on TV and hear on the radio that do a good job in making their case—they use clear language to communicate their message and often emphasize their primary point by repeating it several times.

Here are some questions that you will want to answer in a clear, concise, and compelling way before talking with the media.

• What is the issue at hand?

Write a statement that explains exactly what the issue is—using no more than two sentences. Consider the language that you are using—is it strong and direct? Does it avoid jargon that your audience might not understand?

• What do you want to change?

Write down exactly what you want to see happen—using no more than two sentences. What are you asking for?

• Who can make the change you are requesting?

Identify the target(s) of your message. Are you demanding that a specific beer maker stop an advertising campaign that targets underage youth? (In this case, you may ask the producer to pull the ads. You may also encourage community members to put pressure on local merchants not to feature the sales campaign in their stores.)

Staying “On Message”

Once you have framed the issue, you can practice staying “on-message.” This means that you always come back to the issue, the solution, and who you are asking to take action—like a broken record. While using the same language over and over again may seem boring to you, this is the way to build a consistent message that gets your point across. A clear, memorable message will help build momentum and support for your cause.

• Write It Down

Write down the three major points that you want to make on a 3x5 card. Even seasoned media advocates use this technique to stay on message. Each time you speak about your issue, try to make all three points at least once. If you have time, do not hesitate to repeat your main message.

• Practice

Run through your message out loud in front of a mirror or, better yet, in front of some friends or family members. Change any words that you find difficult to pronounce. Revise your message until your friends understand what you want and why. If possible ask someone to act like a reporter asking you tough questions.

• Repeat, Repeat, Repeat

Stay with the points that you want to make. Reporters often ask questions that are not central to what you are trying to communicate. Don’t answer questions that will take you away from your key points. It’s okay to simply repeat why your goal is important and make one of the arguments supporting your position.

• Keeping Your Cool Means Keeping Your Credibility

Remember to maintain a calm exterior even if you feel yourself getting frustrated or angry. Your story is more newsworthy if it is controversial. But that means you may be responding to opponents or even reporters who ridicule or trivialize what you are trying to do. Stay cool and stick to your message.

BUILDING RELATIONSHIPS WITH THE MEDIA

Get to Know Your Local Media Contacts

Relationship building is key to the success to any media advocacy effort. Here are some tips on how to build relationships with your local media. If you put in the effort, you will become a credible source of information and the local community expert on the issue.

• Call a local reporter who covers related issues in your community, such as public health, campus, or the business beat, and start the education process.
• Tell the reporter(s) about the problem and the action you plan to combat the problem.
• Cultivate the relationship by bringing information-;surveys, local events, other news reports-;to their attention.
• Call the reporter frequently with updates, and be sure to leave your telephone and/or email address.

Develop a Media Contact List

You will want to develop a list of media contacts so you are ready to make calls when there is a newsworthy opportunity to promote your cause. This list should include:

• Contact Information

The person’s name, type of media (TV, radio or print) and the name of the newspaper, radio or TV station, mailing address, phone number, and email.

• Topics of Interest

List the topics that this reporter or other contact usually covers that might relate to your issue.

• Relationships/Connections

Note any relationship or past contacts that you may have had with this reporter or other contact-both professional and personal.

• Outcome of Conversation and Follow-up

Record notes on the outcome of your conversations with each media contact. Be sure to complete any needed follow-up.

Monitoring Your Local Media

One of the first steps that you can take to begin your media advocacy is to review the local papers and listen to the local news for stories and reports that may serve as a “hook” for your issue. Here are tips for monitoring your local media:

• Monitor Alcohol Industry and Local Alcohol Merchant Ads

Keep your eye out for alcohol advertising campaigns and publicity for local bars, restaurants or stores that target underage youth. You may be able to use these promotions as a centerpiece or component of your media advocacy efforts.

• Look for Reports About Research on Alcohol-Related Problems

New studies from academic institutions, state and national health organizations and governmental agencies on the consequences of alcohol use offer an opportunity to talk about policy changes to reduce alcohol-related risk in your community. Research sponsored by alcohol producers-often promoting the health “benefits” of drinking-is also an opportunity to respond with information about the negative impacts of alcohol on local health and safety.

• Watch for Local News Stories

Look for reporting on alcohol related incidents, such as auto crashes, fraternity hazing, or parties that get out of hand. Use these concrete examples to promote policy changes that will reduce the risk of alcohol-related injuries, community disruption and property loss.