Become the Media!

Before a Media Event define:

1) goal (ie, announce petitioning drive)

2) strategy (bring as many people together as possible) - focus on one message or one image

3) tactic (hold a rally)

Planning a Media Event-- Keep things simple!

2) Gather background info. - recent media history of your issue - use an upcoming event to legitimize stunt (ie, hearing) - contact other citizen organizations

3) Model for Media Events - is it do-able? - what if it fails? - audience - cost - fun

4) Select Event

5) Location = make it close to media offices

6) Permit

7) Timing = want to be able to get immediate response - avoid weekends - try to do it mornings, before noon

8) Who are the media? - Locate appropriate media for strategy (NP, TV, radio) - include all types of media - write sound-bites (average coverage = 7 seconds) - PRACTICE first!

9) Press Release - one page - why your event is relevant and unique - headline = most important part - have it read and look like a news story - list 2 contacts - standardize releases throughout group - call AP Daybook to give them message of your event Example of Format of Press Release: FOR IMMEDIATE RELEASE MARCH 1, 2001 CONTACT: HEADLINE STORY. Always end with # # # after last word of page.

10) Get release out - FAX = day before the event is better - mail - deliver by hand

11) Persistence Works! - call day before event - be aggressive and persistent Reporters, not editors, usually decide if article is written and pictures taken. Undirected press release to the city desk is usually a waste of time. NP = reporters do stories; TV = assignment editors do stories; Radio = will often record a phone call

12) Reporters are people, too

13) Press Packet = background info., including any previous press coverage

14) Press Conferences - use sparingly, often not well-attended - have just a few speakers

15) Assess and do it again - luck (other news stories that day) Avoid mis-quotes - let a reporter know if story was inaccurate - can ask a reporter to read back the most important points of what you've said On-going media relations - keep a press list; they change jobs often

Models for Media Events

2) Public replica of problem - Bring it home to the people

3) Medical focus - What should the doctor do? example: students in CA voted on whether suicide pills should be made available in event of nuclear war

4) Another Business Against Rocky Flats (Hemp Prohibition?) - get businesses to put up signs

5) Contests

6) Art Shows = reach other types of reporters/media

7) Governor in Bed with Rocky Flats on State Capitol steps - used successfully to bring attention to government favoritism - timing important

8) Worst/Best Awards or Report Cards - easy to grasp for public - press looks for clear good/bad conflicts - other groups will also use this info.

9) Bake Sales (Hemp food) example: Bake Sale to raise money for the federal deficit or Hemp to Feed the Homeless

10) Make most of Petitions - don't just hand them in; make a media event about it - do something visual

11) Portray an advertisement as news example: GP did an ad titled "Gamble Colorado" which looked like a real gambling ad until you read it - this will get more news coverage than conventional ads

12) Get more out of rallies - signs - symbolism - civil disobedience - chants - be passionate - kids - humor - color - counter-demonstration - costumes - replicas

13) Celebrate

14) Use Anniversaries

15) Banner Drops on Highways

16) Billboards

17) ) Spectacle (i.e., climb a tree until hemp is legalized)

18) Encircle a target

19) Send something catchy (instead of just a letter)

20) Show Worst-Case Scenario

21) Celebrity Endorsements

22) Use Hearings

23) Target Tourist Industry

Other Ways to Get Attention