CEI VALUES BASED COMMUNICATIONS WORKSHOPNEWS MEDIA PANELHART’S GUIDE TO REDUCING FEAR AND LOATHING OF THE MEDIA ANDGAINING POSITIVE COVERAGE OF YOUR ISSUESDOs and DON’TsDO
Think like a reporter—think like an editor
. Devise a strategy that will bothget your message across and give the news media an interesting story.2.
Treat the media as you would a donor to your organization.
Time and place your stories for their convenience. Know their deadlines. Givesufficient advance notice.3.
Make it easier for reporters to do their job.
Make sure they have the background material they need to understand the issue.4.
Give them a “sound bite.”
Quotes are the lifeblood of both print and broadcast media. The best quote always wins.5.
Give them a visual.
TV editors demand something interesting to look at to put it on the air.6.
Give them an interesting person to talk to.
Celebrities help, but so doeveryday people who are helped or hurt by policies you are for or against.7.
Get in the news cycle.
The Clinton Administration perfected the quick response needed to get coverage in the first round of stories.8.
Play on the headlines.
If a story breaks on issues vital to your organization,don’t wait for a call. Issue a quick comment.