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Getting your message out!

Getting your message out!. How to use the media to advance your issue. Media Skills Training Californians for Pesticide Reform June 28, 2006  Teresa DeAnda & Tracey Brieger. Why do media work?. If we’re trying to promote change:

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Getting your message out!

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  1. Getting your message out! How to use the media to advance your issue Media Skills Training Californians for Pesticide Reform June 28, 2006  Teresa DeAnda & Tracey Brieger

  2. Why do media work? If we’re trying to promote change: • Organizing = “one-on-one” interactions & relationship building • Communications/media work = “one to many” interactions We can use the media as a tool to: • Shape public opinion • Educate people about our issues • Influence decision-makers

  3. What’s your goal? • Plan your media advocacy in the context of working towards a broader solution or policy goal If you do not present a clear solution, reporters will fill in the blank with their opinions!

  4. Create your strategy • Target • Audience • Framing • Messages

  5. Who do you want to reach? • TARGET = Who are you trying to influence? Who are the decision-makers? • AUDIENCE = Who can persuade your decision-maker to do what you want?

  6. Framing: What’s your perspective? Framing is how you talk about your issue, which facts are included, which aren’t: • Who are the good guys? • Who are the bad guys? • Who is part of the story & who isn’t? • Who is blamed?

  7. Framing Exercise Imagine this headline in the metro section of a major urban daily: “Rat bites baby”

  8. “Rat bites baby” How is the story being framed? • Who are the good guys? Who are the bad guys? • What are the images?

  9. “Rat bites infant: Landlord, tenants dispute blame” How is the story being framed? • Who are the good guys? Who are the bad guys? • What are the images?

  10. “Rat bites rising in city’s ‘Zone to Death’” How is the story being framed? • Who are the good guys? Who are the bad guys? • What are the images?

  11. Story of the Battle vs. Battle of the Story Story of the Battle: • Describes only what is happening, not why • Facts & data • Doesn’t challenge common assumptions • Often blames individuals, doesn’t expose larger systems of power Battle of the Story: • Explains why something is happening • Talks about values & future • Reveals underlying systems of power • Changes the terms of debate!

  12. Framing is important! With our framing and strong messages, we can: • Change the terms of debate • Change the public’s perspectives, views, beliefs to understand our issues better • Shift public opinion

  13. Crafting your messages • Framing is how you talk about your issue. Media messages put the frame into practice: your messages are the actual words/phrases that you say to the media. • Keep in mind your Target and your Audience: what will appeal to them? • Never more than 3 main messages

  14. Messages should include: • Problem: explain how the issue affects your audience & the broader impacts. Introduce your frame • Solution: Speak broadly using commonly-held values about the changes you’d like to see • Call to Action: Appeal to the target & audience: what do you want done? Who has the power to enact it?

  15. Other Messaging Tips • Do your messages pass the “brother in law” test? • Speak in soundbites • Tie your messages to current events = “hook” such as: • New report, study • Event, anniversary • Trend • Localize a national story • Dramatic human interest • Controversy • Fresh angle on old story • Calendar hook/holiday • Profile of fascinating person • Response to big news story • Celebrity involvement

  16. Tips for speaking to the media • Choose your spokespeople: who are the best messengers to reach your target audience? When speaking to reporters, remember to: • Respond, not answer • Never lie! • Speak in soundbites • Stay on message • Repeat your message • Stay calm!

  17. Feedback on Speakers • The Message: did it work well when spoken out loud? Do we need to switch the message? • Physical Presence: was it easy to watch the speaker? Did they look nervous or did they present a calm, confident look? • Staying on message: how did the speaker respond to messages from the reporter? Did s/he manage to stay “on message”?

  18. Track & Evaluate • Track your coverage • Evaluate your coverage • Celebrate!

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