Tell The World

Media Is Changing

The days of relying solely on commercial TV networks, wires and newspapers to get your message out is over. New media is appearing faster than fashions, whether it's video, audio or text based. Keeping up with it can be difficult, but the good news is it's easier to reach your target audience with new and improving technology that is relatively low cost.

Tried And True

TV news, wires, papers and radio are still the mainstay of Australian media so don't ignore them. The basic tools are media advisories, press releases (as fax or emails but surprisingly many newsrooms are not email friendly). Follow up with a telephone call to ensure the message got through. It's amazing how much falls between the gaps. Remember to send advisories, releases and make phone calls in plenty of time. Find out deadlines of your target media well in advance and ensure you don't miss them.

Letters To The Editor

These are a quick and easy way of getting an issue aired in print. Again, keep it short and sweet, but letters to the editor are designed to express your opinion, so give it. Newspapers publish details of how to send in letters to the editor, word length and contact details required. Stick to these guidelines (it's amazing how many people don't).

Non-news Media

There's so much more to media than news. Think about other sections of the paper, TV or radio programming. Free community service announcements are run on most radio and TV stations and in many papers - investigate what they need (maybe a 20-second tape or a ready-made graphic or ad). Try to get in the features section as well as the main news - in TV this translates as programs such as lifestyle shows, current affairs, or specialist programs. Brainstorm angles that will appeal to your target media outlet and get in contact with them. Community radio stations will often allow local interest groups a lot of air time - sometimes even your own show.

Publishing On The Web

The joy of the web is that anyone can publish his or her own material. If you don't have your own website it doesn't matter - there are plenty of websites that are happy to publish your material, host live chat, show your video. See links below for activist friendly publishing sites. Remember, short is sweet in cyberspace.

Click here to download Greenpeace's 'Activist Guide to working with Media'.

* Please note: the above file is in PDF format which requires Adobe Acrobat Reader. If you do not have Adobe Acrobat you can download it here. It's free.

Context
www.context.co.nz

Newsroom
www.newsroom.co.nz

Scoop
www.scoop.co.nz

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