1. Media Training National Religious Campaign Against Torture (NRCAT) “Spotlight on Torture” Initiative Presented by Timi Gerson FENTON | communications

2. 2 This training will give you the tools to… Get your message across by: -Controlling the message with a frame and language that works -Finding the right messenger for your message Get media coverage by: - Knowing who the media is and how to reach them -Giving the media what they need and following up effectively

3. 3 MEDIA TRAINING AGENDA PART I FRAMING / MESSAGING PART II LOCAL MEDIA RELATIONS 101

4. FRAMING /MESSAGING General principles & NRCAT talking points

5. 5 Language The language we use conveys more than the simple meaning of the words. Language suggests the images that will be used to convey our messages. Some words trigger an emotional response and conjure up feelings e.g. honesty, morals, deceit, freedom

6. 6 MESSAGING DOs DO: Imagine the headline! DO: Create appeal to emotions/values. DO: Use specific words & phrases that reinforce the emotions/values you want to appeal to DO: Choose a messenger/spokesperson who resonates with your audience. DO: Build your message into stories. Capture hearts first, then minds. DO: Maintain message discipline – repeat, repeat, repeat!

7. 7 NRCAT Frame Torture is a moral, not a political, issue.  The “Spotlight on Torture” initiative is about faith congregations in all 50 states speaking out with one voice to say that torture is always wrong. Right now, the Bush Administration is treating torture as a political issue – parsing language about what is or is not legal. Torture is a moral issue, a question of right and wrong, not of legal loopholes. Young men and women from our country who are in places of conflict like Afghanistan or Iraq are profoundly affected by these abhorrent policies that condone torture – it puts them at even greater risk. We will demand that the presidential candidates and our Representatives in Congress take swift action to undo the harm that has already been done and to repudiate torture in any and all forms.

8. 8 Good Types of Messengers/Spokespeople Religious leaders (moral authority) Iraq War Veterans (personal experience) Individuals with family in Iraq (personal connection) Unlikely suspects (former or current Bush Administration supporters/conservatives; “first-time” activists) (unusual/unexpected)

9. 9 Speak in quotable sound bites Repeat your message over and over. Every answer to every question should be some form of your message. Remember that the person you are communicating with isn’t the reporter, but the people who will read the story the next day Assume everything you say is on the record, even if the reporter is not writing it down. Get Your Message Through

10. 10 REMEMBER: Your job is to get your message out, not answer reporters’ questions EXAMPLE: Q: “Are you/your congregation against the Iraq war? ” A: What I’m against is torture, in any form, in any place, for any reason, period. The Bush Administration wants to turn torture into a legal argument, but it’s not. It’s a fundamental moral question of right and wrong.

11. 11 USE FLAG PHRASES TO SIGNAL KEY MESSAGES “The bottom line is this:...” “The most important thing about the “Spotlight on Torture” initiative is...” “The problem with the Bush Administration position on this issue is...” “If Americans should know one thing, it is…”

12. 12 It’s not your job to answer the reporter’s questions; it’s your job to deliver your message. If you don’t feel silly for saying the same thing over and over, you are not saying it enough. Do not repeat the reporter’s words, phrases or frames. Use your own. This is YOUR interview. You are their news source. They need you for the story. Key Takeaways

13. LOCAL MEDIA RELATIONS 101: Lay of the Land & What the Media Needs From You

14. 14 Local Lay of the Land: Different Mediums Print (including wires) Radio Television

15. 15 LOCAL PRINT

16. 16 WIRES

17. 17 LOCAL RADIO & TV NETWORK AFFILIATES (ABC, CBS, FOX, NBC)

18. 18 Local Lay of the Land: Who’s Who in the Newsroom PRINT NEWSDESK: Assignment/Metro Editor Beat Reporter (religion, education, politics) Bureau Chief/Correspondent Photo Editor EDITORIAL: Editorial Board Op-Ed Editor Columnist RADIO AND TELEVISION NEWSDESK Assignment Editor (day before/day of) Beat Producer (day before/day of) Planning Editor (Long-lead or weekend events)

19. Pitching the Media: What do they need from you?

20. 20 The Basics Press Advisory: Your “invite” to the media to the central event/action Contact person/media coordinator: The person/people who call the media Spokesperson: (may be same as contact) The person/people quoted in the media Press release: Your “article” on the event/action to hand out at the event and to send to media unable to attend.

21. 21 The Process: BEFORE THE EVENT 1. Assign media coordinator/committee 2. Make Press List Outlet, Newsdesk tel/email, individual reporter tel/email 3. Draft Press Advisory 4. Send out Press Advisory Via email 1-2 days before event to list 5. Call all local outlets 1-2 days before event, after sending out advisory. Make sure they saw advisory, give them a short “pitch”. Update your press list based on calls 6. Draft Press Release

22. 22 The Process: DAY OF THE EVENT 1. Re-send press advisory the morning of event 2. Follow up calls to television/radio 3. Assign someone to meet/greet media at event, hand out press release and guide reporters to spokespeople. 4. Send out press release immediately following event to everyone on your list 5. Report back to NRCAT national contact

23. 23 Pitching News Stories: “It’s the Follow-up, Stupid”  Practice makes perfect Write it out: “Hi… this is Timi with the National Religious Campaign Against Torture calling to tell you about an event at XXXXXX congregation happening tomorrow. Do you have a second to talk?…”  Pitch in the morning and respect deadlines For TV, state your visuals upfront

24. 24 More Bang for your Buck: “Other than the event” ideas Submit an op-ed for publication during the week of action by local leader Email local columnists or local editorial board Call In to Radio Shows to talk about this issue.

25. 25 NEED HELP? CONTACT US! Timi Gerson Fenton Communications tgerson@fenton.com 202-822-5200

26. Questions & Answers