 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
|
 |
|
| Return
to Advocacy Index
MEDIA PRIMER Here are some general tips for working with your local media, along
with some suggestions for new ways of thinking strategically about
press coverage to help you get results. The
Press Release The best thing to do with your release is to keep it simple. If your local newspaper is small, there is a good chance it may be printed word for word. More often, however, it is used as a starting point for a broader story. You may decide to write your own release. Below are some suggestions for making yours a keeper:
Editorials The positions on issues that a small newspaper takes are decided by the publisher or managing editor. Editorial positions in larger newspapers are decided by a group from the editorial staff: the editorial board, comprising the publisher, editor-in-chief, managing editor, editorial page editor, and editorial writers. Now would be a great time to arrange a meeting with your editorial board to let them know about this unprecedented effort and what it could mean to your community. If you have never coordinated an editorial board meeting, call one of the contacts listed above, describe your organization and indicate that you would like to arrange an editorial board meeting to discuss why it is important for the newspaper to take editorial position on the issue of public arts support. If the newspaper does not have a formal editorial board, suggest an informal meeting with the publisher or editor over coffee or lunch. Ideally, you should limit the number of people you bring to an editorial board meeting to two or three. Be prepared to stress from a local perspective why public funding for the arts is important and deserves their support using facts, anecdotes, and other details. If the paper runs a favorable editorial, make copies and distribute to your local elected and appointed officials, Congresspeople, funders, and others who may have a vested interest in the arts and your agency. If the newspaper decides not to take a position or to oppose your position, ask the newspaper to print an opinion-editorial, or op-ed, stating your position. Op-Eds/Letters to the
Editor When writing an op-ed, it is important to underscore your broader message with examples and statistics of local significance. Some general guidelines and tips:
Letters to the Editor are an excellent and personal way to communicate about arts issues important to the community. Especially since there is often very little attention given in most local newspapers to these issues. Letters are usually in response to a local issue of importance or a recent article or editorial. Publications are open to critical letters, as long as they are composed in a constructive manner and raise valid issues. Include in the letter your name, address, and phone number. Never send an anonymous letter, as the majority of newspapers refuse to publish letters without signatures. Make sure that the letter is, at maximum, 250 words in length and is proofed carefully before it is sent. According to a recent survey of the print media, 71 percent say they use online services more than once a month. Currently, 15 percent of daily newspapers are online with another 70 percent reporting that they expect to be online in the next 5 years. Press also are likely to use services such as America Online and CompuServe. Once online, editors and reporters are interested in reference materials, but also using e-mail and seeking out sources for interviews. Although most media still prefer press releases and advisories on paper, it wouldn't hurt to be in touch with your local paper/radio station/television network to find out their practice when it comes to information gathering in cyberspace. Much of what has been said about approaching the print media applies equally to radio and television, except that you need to give even greater emphasis to the visual or audio possibilities of your story. Also, remember that on television or radio, there is much less time to get into the details of a story; the average piece is between 30 and 90 seconds. Get to know the appropriate correspondents, program directors, and producers on your nearest public radio and public television stations, since these are often the people most inclined to publicize a nonprofit cause in a sympathetic way. Listen to, and watch carefully, what they produce. Then consider how you can mesh your interests with theirs. Think of how you can help them by providing interesting news and feature coverage for their audiences. A radio talk show is one of the easiest and most effective ways to get your word out. The electronic equivalent to the letter to the editor page, its format has the benefit of dialogue during which you can develop your case more fully. And local radio stations reach listeners at home, at work, and in transit. Television talk shows are ideal for exploring issues and building awareness of your organization. Appearing on a show is an easy, free and fast way to raise your issue's visibility or get your message across but, because you do not have control of the show, you must be selective about the show you appear on and your spokesperson must be prepared. News-oriented talk shows, ranging from broadcast of local roundtable discussions to network programs, are most receptive to addressing issues, such as the arts. Although the audience is more limited, local television affords easier access and can be invaluable in providing exposure for your issue. Most television and cable stations publish a list of producers and will provide your agency with a copy. You should contact the producer, the host, and the researcher of the program you are interested in; send a letter, along with a press release or press kit, and follow up with a phone call. When working with local television, here are some tips:
Common guidelines for a spokesperson apply to print and broadcast media alike. Be sure that you, or the designated spokesperson for your agency, are comfortable talking with the press. Remember that the spokesperson is not seen as an individual, rather as a representative of an organization, an issue, a field. When talking about an issue, it is important that the spokesperson be prepared with talking points and specific facts and figures. Try to be ready with a standard message that can be applied to most any circumstance. Note: If you will be coming to Capitol Hill on March 19-20, you might want to coordinate with the Washington bureau of your local newspaper, letting them know that representatives from their hometown are going to be in town for the largest single arts advocacy effort to date. The best thing to do would be to contact your local paper's assignment desk and ask for the number for the Washington bureau, then call directly. Some assignment editors prefer to pass the information on themselves, but don't let that discourage you from following up within a few days to inquire whether someone will be covering your story. Persistence is key to media coverage, and this is too good a story to be missed! Additional Media Opportunities Keep in mind that there is a broad range of publicity opportunties in addition to sending press releases, composing op-eds, or providing spokespeople for specific issues. Here are two suggestions.
Copyright ©2001 Americans for the Arts. All rights reserved.
|
