1. Getting your message out! How to use the media to advance your issue Media Skills Training Californians for Pesticide Reform June 28, 2006  Teresa DeAnda & Tracey Brieger

2. Why do media work? If we’re trying to promote change: Organizing = “one-on-one” interactions & relationship building Communications/media work = “one to many” interactions We can use the media as a tool to: Shape public opinion Educate people about our issues Influence decision-makers

3. Plan your media advocacy in the context of working towards a broader solution or policy goal If you do not present a clear solution, reporters will fill in the blank with their opinions! What’s your goal?

4. Target Audience Framing Messages Create your strategy

5. TARGET = Who are you trying to influence? Who are the decision- makers? AUDIENCE = Who can persuade your decision-maker to do what you want? Who do you want to reach?

6. Framing is how you talk about your issue, which facts are included, which aren’t: Who are the good guys? Who are the bad guys? Who is part of the story & who isn’t? Who is blamed? Framing: What’s your perspective?

7. Imagine this headline in the metro section of a major urban daily: “Rat bites baby” Framing Exercise

8. How is the story being framed? Who are the good guys? Who are the bad guys? What are the images? “Rat bites baby”

9. How is the story being framed? Who are the good guys? Who are the bad guys? What are the images? “Rat bites infant: Landlord, tenants dispute blame”

10. “Rat bites rising in city’s ‘Zone to Death’” How is the story being framed? Who are the good guys? Who are the bad guys? What are the images?

11. Story of the Battle: Describes only what is happening, not why Facts & data Doesn’t challenge common assumptions Often blames individuals, doesn’t expose larger systems of power Story of the Battle vs. Battle of the Story Battle of the Story: Explains why something is happening Talks about values & future Reveals underlying systems of power Changes the terms of debate!

12. With our framing and strong messages, we can: Change the terms of debate Change the public’s perspectives, views, beliefs to understand our issues better Shift public opinion Framing is important!

13. Framing is how you talk about your issue. Media messages put the frame into practice: your messages are the actual words/phrases that you say to the media. Keep in mind your Target and your Audience: what will appeal to them? Never more than 3 main messages Crafting your messages

14. Problem: explain how the issue affects your audience & the broader impacts. Introduce your frame Solution: Speak broadly using commonly- held values about the changes you’d like to see Call to Action: Appeal to the target & audience: what do you want done? Who has the power to enact it? Messages should include:

15. Do your messages pass the “brother in law” test? Speak in soundbites Tie your messages to current events = “hook” such as: –New report, study –Event, anniversary –Trend –Localize a national story –Dramatic human interest –Controversy Other Messaging Tips –Fresh angle on old story –Calendar hook/holiday –Profile of fascinating person –Response to big news story –Celebrity involvement

16. Choose your spokespeople: who are the best messengers to reach your target audience? When speaking to reporters, remember to: Respond, not answer Never lie! Speak in soundbites Stay on message Repeat your message Stay calm! Tips for speaking to the media

17. The Message: did it work well when spoken out loud? Do we need to switch the message? Physical Presence: was it easy to watch the speaker? Did they look nervous or did they present a calm, confident look? Staying on message: how did the speaker respond to messages from the reporter? Did s/he manage to stay “on message”? Feedback on Speakers

18. Track your coverage Evaluate your coverage Celebrate! Track & Evaluate