Get The Message Right
'Keep it simple, stupid!'
- old journalism maxim
Know Your StuffThe most important thing in dealing with the media is the message. What is the story? Just what are you trying to tell the public?
You have to make your message very easy to understand - and interesting. Do this, and you're more than half way there. The rest of media wrangling is just getting reporters to hear what you're saying. The easier you make it for them, the better your chances.What The Media Wants
If you want to get the media to pick up on your story, you have to know what they are looking for. It's not necessarily the importance of your issue, or the passion you feel for it. The issue has to be newsworthy and this means - in cold, hard terms - that it needs at least one or two of the following qualities.
- It effects people - anything that has a big impact on people's lives is news - the way we live, think, work, dress, eat, raise our children. The more people affected, the higher the news value. This is the relevance factor.
- It's happening now - news is today - and tomorrow.
- It's here - one person hurt in a car crash in your town is more newsworthy than three killed 500km away or 150 killed on the other side of the world.
- It's different - the novelty factor is a big draw-card. The first time something happens it's news (see the 'ST' factor below).
- It inspires an emotional response - bad news sells, but so does extremely good news. The media loves a hero story as much as a disaster. This is why conflicts, whether wars or brawls between neighbours or councils, end up as news.
- It's got a name - something or someone that is already famous attracts the media. Sad but true.
- The 'ST' factor - the biggest, newest, fastest, tallest, first, worst, most expensive. Make it a 'ST' (even oldest, worst, ugliest) and it's more interesting.
Remember these qualities when talking to journalists, writing press releases and planning events. Journalists get swamped with stories every day, so you have to be hard-nosed about selling your story.
The Big Picture
Good images will increase the chances of your story being picked up by media and are essential for getting TV coverage. Think visually when arranging an event such as a demonstration, press conference or protest. This may mean some set dressing, such as activists all wearing gags, children carrying flowers, black arm bands, or it could be as simple as having banners with your message.
Let the media know what they'll 'see' when they come to your event. Record your event wherever possible - whether on digital video or camera, or on conventional film (but do this only if you can afford it). The media will generally prefer to use images they take themselves, but if you have the only visual of something newsworthy, the media will use a less than perfect tape or photo.
Liaising With The Media
It's worth remembering that while social change activism does not always get good media, and our concerns are sometimes trivialized, the journalists aren't bastards out to get you.
Their job is to tell stories. You have a story that you want people to hear. Keep it professional, make it as easy as possible for them to get the story and your chances of getting coverage are vastly improved.
There are lots of things you can do to make it easy for journalists to do their job, from providing a press release which explains the issue, to providing your own photos or videos. But the MOST IMPORTANT thing you can do is to be good media 'talent'. Know your issue inside out, speak clearly, succinctly and plainly on your issue, be up to date with your issue, and explain it in a way that the average person in the street will understand and be interested.
It's also worth remembering that a journalist may have a different idea about the story to you. Don't be distracted by their questions - stick to your point. Have a few 'grabs' (key quotes) ready to say and make sure you say them. Make
them short - an average radio 'grab' can be as short as five seconds!The web will help you find media contacts. See below.
Social Change Media
http://media.socialchange.net.au/scm/using_media/
More tips on using the media, writing, lobbying and communications.
Active - How To
http://www.sydney.active.org.au/howto/
Scroll down to 'Get The Media' for stacks of useful links.
Witness
http://www.witness.org/training.htm
Excellent tips on video camera techniques.
Urban 75
http://www.urban75.com/Action/media.html
Gives great advice and tips but it is written in the context of working with
British media.
Media Links Online Media Directory
http://emedia1.mediainfo.com/emedia/
An online media directory with email addresses for news editors worldwide.
Australian Media Facilities Directory
http://www.amfd.com.au/
Another useful reference point.
Media Skills Online
http://www.mediaskillsonline.com.au
A professional training organisation that helps people develop their media skills. Community groups may not be able to afford their services, but the site still has good advice.
The Direct Action Media Network
http://damn.tao.ca/index2.htm
A great site for submitting material for publication. It offers hints on how to write and present your information.
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