This describes just one way of dealing with the media. We realise that some people want nothing to do with the press, in all their various forms. That’s fine. However, if you decide to deal with the media then you must take the time to do it well. If you don’t, then the campaign will invariably end up with shoddy publicity, which will be worse for everyone in the long run.
The aim of using the media is to gather support and get your message across. However, quite often it is difficult to present a campaign effectively, and this section is designed to help you with this. Local media can be very biased but remember that they just want to sell papers and aim to attract controversy, so manipulate them! Local press and television are vital for turning local support round to the campaign. Don’t be afraid of going for national coverage too.
When you’re planning actions, think about whether press coverage is what you want to achieve. At this stage in the campaign, public awareness is very important, so it’s a good idea to target the press as a way of reaching all those members of the public who won’t actually be there when you do it. (Unfortunate but true: if you don’t make the news some people won’t take you seriously!) Our experience so far shows that the reaction to a well-written article in the newspaper can be huge.
If you do want to achieve good coverage, think about photo opportunities. Even if you only get a small piece of text, a banner-hang or similar can ensure you get a large photo mention instead, which might get the main thrust of your message across in a much more striking way.
The press are very lazy and like things to be easy for them. Although you do not want to pander to them, realise the easier it is to get the information for a story,the more likely it is they will print it. Hand them stories on a plate. Give them identifiable spokespeople for each event, so they do not have to go chasing around looking for someone to talk to.. realise the easier it is to get the information for a story, the more likely it is they will print it.
Remember that people involved in the media are often very busy, so don’t waste their time or yours, cultivate your contacts and get to know them. Treating them well will inevitably pay off in the long run. Try to make them print what you want, whilst making them think they are printing what they want to!
The media will always try to diverge from the real issues. It’s up to you to bring them back to what really matters. Not all publicity is good publicity and you should be very aware of what the media is saying about the campaign.
If you need more help in getting the message over to local papers, or advice in how to deal with journalists, please contact the F.N. office and we’ll try to pass on what we know.
FACE-TO-FACE PRESS WORK
At an event, have a couple of spokepeople present who can meet and deal with the media. They should be: – informed ( fully briefed about not just the event but also able to give full & accurate details of the CJA itself) – representative of the campaign ( the anti-CJA campaign is so diverse that it’s good to include people from a range of backgrounds who can give examples of their own experiences).
If you’re doing something slightly risky, eg. squatting a building, be aware that in the past the police have been known to cut off the occupiers from contact with the outside world (including the press waiting on the steps!). In this kind of situation, it’s a good idea to have a staffed ‘office’ phone and keep the spokesperson who will be dealing with press enquiries fully up-to-date (consider borrowing/ blagging a mobile phone)
PRESS RELEASES
These are the best way to communicate with the media. Split into 3 types:
* proactive: inviting them to events, giving clear times & background details.
* reactive: sent out during or after an event, reporting it & giving factual details.
* responsive: responding to other events relevant to the campaign.
Send out press releases for planned demonstrations in plenty of time. A telephone follow-up can be useful to check that they are covering the story and ask if they need any more information.
THE PRESS RELEASE ITSELF
* Mark “PRESS RELEASE” clearly at the top – plus your group’s name and a logo if you use one.
* Next, the DATE, and either “FOR IMMEDIATE RELEASE” or a date “embargo” ( you specify how long it should be held back before being printed – take care: if you give the media full details of your plans in advance they may betray that trust).
* Use a snappy headline – straight to the point.
* In the 1st paragraph – the essentials, ie WHAT is happening, WHY, WHEN and by WHOM. Make it interesting, and this will convey the facts.
* Press releases should be short, factual & professionally written ( avoid spelling or grammatical mistakes & jargon which might not be understood).
* Keep it short ( preferably one page, but two at most). Keep sentences simple, and paragraphs short. It must be legible. ( A word-processor is invaluable; otherwise type it double-spaced).
* It’s good to use a quote from an identified campaigner ( somebody locally famous perhaps).
* Write “ENDS” at the foot of the press release.
* Include a reliable contact with a phone number on the release.
* At the end, NOTES TO EDITORS could include set times for photo opportunities (which you should stick to, so as not to annoy the photographer who’s turned up expecting photogenic action at a particular time); brief details of the Act or a background history of past events.
PRESS LISTS
Although we can provide a list of national papers and their tel/ fax numbers, it’s important that you find out about your local papers.
Get to know interested journalists, and whenever you make a good contact, keep their details somewhere safely, and don’t be scared to approach them again in the future, and keep them in touch with what you’re up to.
Find out the papers’ deadlines so you can plan around them, and don’t forget other publications when you’re sending out press releases (more about them later) – what about zines, FINs, green magazines, union newsletters?….use your own media first
INTERVIEW TECHNIQUES
* Take your time! You aren’t expected to rattle off answers to questions, so think about what you want to say first.
* If you can’t answer a question, then introduce the journalist to somebody else who could do it better.
* Keep interviews brief and stick to the points that you want to get across.
* Speak slowly & clearly so you can be understood. For the same reason, try to use simple terms to explain your point.
* Don’t push your own views – remember that you’re often speaking for the campaign as a whole. Get together with others before you meet up with the media and find out what they think is important.
* Use TV & radio – eg point out the constantly-ringing background telephone as a stream of constant enquiries!
* Most importantly, be positive and sound positive!
LETTERS TO THE PRESS
Letters to the local papers are great for expressing opinions. Keep an eye on the papers for articles or letters that you can reply to – whether to put the facts straight or keep the issue in the public eye.
Always respond immediately, and if you find it difficult to get printed, try sending more than one letter under more than one name ( doctors & vicars are often good ways to get published!)
Don’t be disheartened by a nasty, unfair editorial. It’s controversy that sells papers so you’ll often find that an unpopular editorial has been written just to provoke some life into the letters column. A bit of bad press can be an opportunity ( if you work quickly) to get more positive press the following week.
