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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.
