1 Media Relations

Why the media? “Media has such a tremendous potential for helping us achieve our goals, in part by helping us counter those who oppose our vision, that we have to embrace the creative process of getting our message out and establishing our own symbols and labels to reframe public policy debate” Michael Pertschuk and Phillip Wilbur The Advocacy Institute 2

Purpose and goals of media relations The goal of media relations is not media coverage or even individual change but policy change. Getting the information out is not enough. We have to change the system, the environment and the policies. Reporters’ goal: To tell a factual, objective and interesting story. Advocate’s goal: To get the media’s attention so a specific message can be relayed. What else? 3

Media relations is about targeting the two or three per hundred who will get involved and make a difference. It is about starting a chain reaction and reaching a critical mass. The primary task of media relations is to focus the spotlight on an issue and hold it there until the public acknowledges it and takes action! Media relations provides a framework for moving the public discussion from a primary focus on the behavior of the individuals to the behavior of policy makers and corporate executives. Purpose and goals of media relations (2) 4

Expected media relations outcomes Achieve the change you identified as your goal Build leadership Build a team spirit Expand membership Build a sense of community Create a sense of power What else? 5

How to involve the media Establishing a personal relationship Letters, telephone calls, office calls Invitations to high profile events Orientation seminars In-country site visits Interviews with high-profile people Regular dissemination of up-to-date information or data How else? 6

Approaches to media relations Press releases/news briefs Paid advertisements Public service announcements Press conferences Photos Fact sheets Profiles of local people Appearances on talk shows Opinion pieces/editorials Letters to the media editors Staged events How else? 7

Tips for media relations Small stories matter Prepare your contact person Respect deadlines You can’t control the media Never give incorrect information Consider the medium - TV is visual! Don’t be discouraged E.t.c…..what else? 8

- Public Media Center It makes enemies. It points the finger, names names and starts a fight. It tells us who is responsible and how to fight back. It tells us which side we’re on. A successful advocacy campaign doesn’t make friends... 9

THANK YOU

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