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Making the most of the media

Making the most of the media. Caroline Shepherd & Amanda Atlee Media and Public Affairs Coordinator. How Amnesty International Engages with the Media. AI International Press Office AIA Australia media office Sydney

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Making the most of the media

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  1. Making the most of the media Caroline Shepherd & Amanda Atlee Media and Public Affairs Coordinator

  2. How Amnesty International Engages with the Media • AI International Press Office • AIA Australia media office Sydney • Community Organisers, Branch Committees, Office Volunteers & Activists help drive regional media coverage • AIA Media Office is available to assist with training, resources, contacts and practical advice

  3. Getting Started Media should always be factored into campaign planning from the get go! • What’s the value of contacting local media?  • It brings human rights issues to the attention of the people who might not have heard about them • It generates support for Amnesty International’s campaigns. • It attracts new members. • It raises funds. • It spreads the work of Amnesty International throughout the whole country. • It can inject important human rights messages into local debate and can help change community attitudes and perceptions.

  4. News Values “Why would my audience care about this?” News Values are the key ingredients that make up a good news story EXERCISE (5 MINS) Think of a potential news story in your area; a local group’s event? An anniversary? Something outlandish? Try to cover off who, what, when where and why - then; • Plan the headline • Plan the first paragraph • Plan the Photograph

  5. News Values • Impact : How big a deal is this? • Timeliness: If it is not NEW, it’s not news • Currency: is it relevant to current issues or trends? • Proximity: People are interested in what’s in their local environment. • Novelty: The unusual or unexpected. Dog biting man is dull, man biting dog is in the news. • Prominence: Names make news • Human Interest: The story of one person can be the hook for the larger issue. • Conflict: Controversy and open clashes are newsworthy

  6. Local media needs: Newsworthy content: • Accurate • Locally relevant • Entertaining • Within deadline Someone to say it: • Local spokesperson • Articulate And images!

  7. Getting into the media • Objective – Why are you doing this? • Targets – Who do you want to reach? • Message – What one key point do you want to get across? • ESSENTIAL: Local Angle – Is there a link between your story and local setting

  8. Skills for successfully working with the media • Be easy to contact • Always give a response • Be familiar with Amnesty International • Get to know the media • Get to know the local journalist • Be reliable and trustful • Be newsworthy and write newsworthy • Be accurate • Provide helpful service • Do not beg • Plan ahead • Be mindful with the deadlines and program times

  9. How we can improve our local media • Strengthening our Grassroots through Community Organising • Our strength is our activists • Empowering our activists to be ambassadors of Amnesty in their local media YOU GUYS! • Eyes and ears in your local regions – looking out for potential media stories • Building relationships with activists and providing support / training where necessary • Liaising with regional structures e.g. Community Organisers, Activist Support Coordinators, Branch Committees and other volunteers • Keeping our log up to date to reduce double ups • Liaising with our website team to improve online stories • Potential to write blogs and opinion pieces

  10. Expectations From Groups: • Appreciation!! • Not all groups will want media support and not all media will want to support our groups / activities • But you will get stories up and you will have impact • You will develop relationships with a range of activists - most important part of the role From Staff: • Appreciation!! • Your local CO/ASC will support you in regards to the region, groups, activities • Caroline and Amanda will support you in regards to media work, training, contacts • Relaxed and friendly working environment • Support the development of your existing media skills and knowledge, develop your confidence and experience and explore future work and career options What we expect from you: • To demonstrate behaviour appropriate to Amnesty International • To be committed and reliable for a period of 3 months (provide notice whenever this is not possible)

  11. Step 3 - Chat through with the Regional Team what groups you've been talking with and any events you've picked as potentially news worthy. Also ask the Regional Team for a history on the group, i.e. whether they've had much media coverage before, any interesting members to flag or any past media mishaps. Step 4 - Contact the Media Team for support or approval for media releases. You can also get a list of media contacts for the area that you are working on. MEDIA TEAM (CAROLINE & AMANDA) REGIONAL TEAM Step 2 - Research on a regular basis on groups upcoming events. This will be proactive work - so you will be looking at the group events schedule and getting all the details of the events as well as talking to the Regional team on what they're working on. MEDIA VOLUNTEERS MEDIA VOLUNTEERS MEDIA VOLUNTEERS Step 5 - Confirm media release with the Local Groups including any quotes. Work with them to contact the local media outlets and secure media coverage of their activities. ACTION GROUPS ACTION GROUPS ACTION GROUPS ACTION GROUPS Step 1 - Amnesty Groups all around Australia will be doing various events every week. Some will be centred around specific campaigns such as the Afghan Women Rights, Refugees or Individuals at Risk Others will be general information nights, meetings or the start of a new group. FUNDRAISING NIGHT PUBLIC STUNT ANNIVERSARY LETTER WRITTING INFO NIGHT NEW GROUP FILM NIGHT PUBLIC DEBATE STALL INTERESTING MEMBER

  12. Writing a Media Release • Scope out events (via Tally) or your regional office • Discuss events with Action Group, have they considered approaching local media? Would they like support? Take some quotes • Create media release • Find out where and to who you should send it • Contact the Media team for support in writing the release, for approval and any contacts • Send the release via email, post or fax – either yourself or the local group • Make sure you get the timing right • Make a follow-up phone call

  13. Writing a Media Release • KISS (Keep it Simple Stupid) • SEX (Statement Explanation Example) • The inverted pyramid • The ‘5Ws’ • WHO is doing it? • WHAT is happening? • WHERE is it happening? • WHEN is it happening? • WHY is it happening?

  14. Media Release Exercise Write a headline and lead for the Gippsland Group film event About the event: Come to our Mother Fish screening When: Friday 13 May 2014 8:00 PM Where: Courthouse Theatre, 66 Tyers Street, Stratford, VIC, 3862 Cost: $10 Contact: Dianne Contact: Dianne dianne.collins.e@edumail.vic.gov.au Have we forgotten about the plight of those who arrive in Australia by boat? Who are they? Where have they come from? Why have they had to leave their homes? What is it really like being on a leaky boat in the middle of the ocean? Join us for a special screening of 'Mother Fish', the story of four refugees fleeing Vietnam in 1980. See the refugee journey from the eyes of an asylum seeker. There will be opportunities to learn the real facts about asylum seekers as well as what you can do to support refugees

  15. Creating a scene • Come up with an image • Celebrity power • Timing & Hooks/ what’s happening at the time in the news Tips for events: • Photo opportunities • Venue • Start the event on time • Welcome people • Assign a spokesperson • Follow up with media

  16. What to do when the media calls DON’T ANSWER? HANG UP STRAIGHT AWAY? MUMBLE INCOHRERENT ANSWERS? Maybe try…… • Avoid doing the interview on the spot • Find out about the journalist • Find out about what the journalist wants to talk about • Find out about what the journalist knows • Get back to the journalist quickly • Ask them their deadline

  17. Guidelines for calling radio or for phone interviews • Prepare talking points. Write down the three key messages you want to get out, and keep it in front of you. • Keep it punchy. You may only have a few seconds on the air. Your prepared messages should be punchy and convey your message in a short time. • Allow for more time. You should also prepare some additional points to make, in case you are allowed to keep talking. • Stay polite and calm. Talkback hosts and other callers often express very strong opinions. Don’t be afraid to disagree with them, but remain calm, and always keep to the AIA messaging on that topic • Be anecdotal. Tell a story, use an analogy or describe the case of an individual to illustrate your key point. • What do you want to happen as a result of this interview? Be specific and use positive terms. What do you need to say to motivate your audience to achieve your aim?

  18. Guidelines for Letters to the Editor • Keep it short and succint. 150-250 words are ideal. • Keep it clean. By all means be clever and use your words in attractive or emphatic ways. But don't be abusive or crude. • Break it up. Compose your letter in short paragraphs. This gives the reader visual breaks, making it easier to read and understand. • Keep it newsy. Most published letters are in response to stories the newspaper has run. • Write simply. Remember that even if you know all about the subject the general readership may not. • Include contact details. Always put your full name, address, phone number and email address. • Be picky. Don't write in every day, or respond to every issue. Pick your issues and make sure they are relevant to your cause. • Revise and edit. As with any written items that are for public consumption, you need to read, re-read and revise, tighten and focus your letter on the messages you want to get across.

  19. Be effective online • Monitor local media • Familiarise yourself with news websites • Utilise social networks and blogging • http://theguardian.com/au • http://www.abc.net.au/news • http://www.sbs.com.au/news/ • http://www.smh.com.au/ • http://www.theage.com.au/ • http://www.theaustralian.com.au/ • http://www.mamamia.com.au/

  20. Know your Amnesty facts and positions Doing media work on behalf of Amnesty means answering questions about the organisation. Find important facts and figures in: • The Amnesty International Report http://thereport.amnesty.org/ • The Activist Portal https://sites.google.com/a/amnesty.org.au/aia-activist-portal/ • Latest News http://www.amnesty.org.au/news/ • Handouts and Q & As on campaigns

  21. Thank You! regional.media@amnesty.org.au

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