Getting Social Issue Media Coverage: What We’ve Learned

1. Getting Social Issue Media Coverage: What We’ve Learned

2. What is the Value of Media Coverage of Social Issues? • Media has a role andresponsibility to shine a spotlight on these critical, pervasive issues. • Media can educate people and open their eyes to hardship in their own communities. • Media coverage can spur meaningful community discussions on poverty and homelessness. • Media coverage is critical for building political will.

3. Why do We Invest in Media Communications? Impact! • Raise profile of poverty and hardship • Effect policy and systems change • Help local groups raise needed funds to expand services

4. What are the Challenges to Good Media Coverage of Poverty and Homelessness? • Poverty and homelessness seem complicated. • Poverty is covered daily – just not in name. • Outlets rarely have reporters dedicated to social issues. • Sustaining coverage on an ‘old’ issue is a challenge. • Stories often revert to stereotypes or cookie cutter approaches.

5. Example 1: Big Vision, Bold Plans The Illinois Poverty Summit • Illinois Poverty Summit is designed to shine a spotlight on poverty and foster community and legislative leadership on poverty policy solutions • Methods include: • Annual Poverty Report - Policy Analysis • Media Outreach - Steering Committee • Events - Partnerships • Legislative Agendas

6. Our Media Coverage Successes • We receive annual media coverage on poverty in every county of Illinois. • We have sustained coverage over the years: • 2005 – 99 instances of media coverage • 2006 – 172 instances of media coverage • 2007 – over 200 instances of media coverage • We have seen in an increase in stories ‘above the fold’ and in series that run for multiple days.

7. How De We Get So Much Coverage? • We use a report as the door-opener • We tailor press releases for each media outlet • We offer a local angle • We are credible and reliable • We add in quotes from leaders

8. Are There Other Factors to Our Success? • We go back to the reporters annually. • We spend time writing and practicing our talking points. • We give reporters considerable lead time and support. • We use multiple mediums including radio, television, websites, blogs, and events.

9. Example 2: Unexpected People & PlacesUsing a Personal Story to renew an ‘old’ issue • Only way to get the Tribune interested in covering homelessness was to identify a family in the wealthier Chicago suburbs. • I worked with a shelter in the suburbs to identify a family. • After many conversations the reporter got the go ahead to follow the women for a couple months in order to get an in depth picture.

10. “For the poorest of poor, each day’s a struggle” • Story ran on front page and resulted in over 30 more stories in other media outlets for us. • The longer research period resulted in a fuller story about what environmental and life events led to homelessness. • The community rallied around the woman in the story – funds, housing and other support was offered. • State agencies improved their services.

11. Example 3: These are not just urban issues • Shocked by our poverty data, a photojournalist contacted us about doing a project together. • We met many times to educate him about the consequences of poverty: hunger, homelessness, unemployment. • He asked that we help him find a diversity of people experiencing poverty outside of Chicago.

12. “OUR [HIDDEN] POOR” • We planned for a pre-holidays release • Got 8 pages of stories and photos in the perspective section on a Sunday! • Every story honed in on the day to day struggles and poor housing conditions • We were happy with 5 of the 7 stories • Followed it up with a letter to the editor on solutions

13. What Is the Role of Personal Stories? • Personal stories put a face to an issue. However: • Personal stories often evoke judgmental responses. • Focus on the person is often to the detriment of covering the causes and solutions. • Reader rarely considers how the issue is affecting more than one person.

14. What Have We Learned? • With considerable investment of time, resources and effort you can get meaningful coverage on poverty and homelessness. You can be proactive about stories instead of only reactive – but that is no small job. • Data and reports area great door opener to get the media to consider a story. Other triggers include events, awards, visits by elected officials, client successes, plans to end homelessness, etc.

15. What Else Have We Learned? The Press Release Really Matters!! • Very few stories go beyond the data or information in the press release, especially at small papers. • Always offer a local angle. • Present solutions in tandem with the problem. • Quotes from leaders usually get covered.

16. A Few Final Lessons: • Make it easy for busy reporters to find what they need. • Use different types of media (print, news, web and radio) as different audiences are reached. • Know your stuff and be accurate and honest. • Reporters and editors need support when they cover social issues.

17. Final Notes: 1. Jargon: We fall prey to it! Use of “inside baseball” language really limits our ability to reach certain audiences • Case management • Comprehensive continuum of care • Endangered populations • Co-occurring disorders

18. 2. Leverage, Leverage, Leverage the Coverage • Send to all the elected officials in the coverage area along with your materials. • Share with funders and board members. • Thank the reporters and editors and plan to seed future story ideas.

19. Contact: Amy Rynell 773-336-6074 arynell@heartlandalliance.org And visit our website: http://www.heartlandalliance.org/maip For More Information