Subject: Part 4 of Fighting the Right Postings... Reposted with permission of the author. >From boulder!agate!howland.reston.ans.net!usc!cs.utexas.edu!not-for-mail Thu Mar 18 11:27:49 MST 1993 Article: 96099 of soc.motss Path: boulder!agate!howland.reston.ans.net!usc!cs.utexas.edu!not-for-mail From: LASAGA@corral.uwyo.edu (Maria Lasaga) Newsgroups: soc.motss Subject: Media Advocacy Workshop at FIGHT THE RIGHT Conference Date: 18 Mar 1993 10:01:53 -0600 Organization: UTexas Mail-to-News Gateway Lines: 152 Sender: daemon@cs.utexas.edu Message-ID: <7234480818031993/A19661/POSSE/1173921C3300*@mrgate.uwyo.edu> NNTP-Posting-Host: cs.utexas.edu This will be the last segment of my current "reporting assignment"... :-) At the FTR Conference, a media advocacy workshop was held that focused on advanced tactics of media activism. This workshop (to be described below) was conducted by Robert Bray, Director of Public Information of NGLTF. If anyone is interested in attending similar workshops, the NGLTF often conducts in-depth training in media relations (Creating Change Conference media advocacy workshops). You can find out more information about these workshops and how to attend by calling 202-332-6483. Here are the main points of Bray's presentation: To develop a relationship with the press, your group first needs to plan and stage good media events to fight the far right. It then needs to develop what is called a media advisory sheet and a press kit (details below) for each event. Once those are completed, your next step is to sell your stories to reporters (make them want to cover it). You need to identify good _spokespersons_ for your group. They should be the ones to contact the media and then answer questions from the press at the event (as well as provide reporters with a home and work number where they can be contacted for any other questions the reporters may have). _Definition of Some Media Terms_ spin: "to take a story and influence how that story comes out in tomorrow's press." soundbite: "a pithy 7-8 second statement becomes all that you get quoted"; you might get 5-10 seconds on t.v. So you need to make your statements short and attention-grabbing. pitch: an attempt to encourage a member of the press to run a story. legs: "when a story goes on and on" (such as Amendment 2 and the boycott in Colorado)--if it's your story and/or it's favorable to you, then this is a good thing. _Developing Key Messages_ Before you pitch a story to members of the press, you want to shape (distill) your news into 2 or 3 messages. For example, a hate-crimes story might contain the follow key messages: What's happening (e.g., violence against gays); why (e.g., in the wake of Amendment 2); official action needed (e.g., local agency needs to collect stats); and other necessary actions (e.g., victims must come forward). _The Press Kit_ After you have identified a news-worthy event and developed your key messages, you need to develop a press kit so that you can provide one to each reporter that might cover the story. The press kit should contain: a press release that describes "who, what where, when and why" (summarize the event as though the story was going to be printed just as you wrote it, even though it won't); a fact sheet on the issue, in general (e.g., if about hate crimes, a fact sheet with statistics); a fact sheet on your organization; statement of support for your group/event from other organizations (e.g., the ACLU, the NAACP, etc.); a background sheet on national events that support or are related to your local issue (you want to hook a national issue to a local story wherever possible, since this is attention-grabbing); a background sheet on any (local/national) legislative efforts related to your local issue; and newspaper clippings of any (previously published) related newspaper articles. _Media Advisories_ You should also prepare a media advisory sheet that will announce your event to reporters (and invite them to attend). This sheet should simply inform reporters of the time, place, purpose, etc., of the event. _Contacting Media_ About a week before your event, you should contact key reporters and editors from major newspapers, alternative press, campus presses, minority presses, etc., to pitch them the story. Have a couple of related backup stories, in case they aren't interested in the first one you pitch. You are going to have to work hard to interest them, since reporters are very busy and underpaid. "What is it about your story that's compelling? What's sexy about it?" This is your opportunity to spin key messages. Emphasize human interest by talking about people who are involved (e.g., actual victims of a hate crime.) Tell them non-gay people will be at event, if that's true. To pitch your story, just call up a reporter and pitch over the phone, or ask to have a meeting with them (which would involve presenting them with more background material). At end of conversation, "oblige them to come." Tell them, 'I really hope you'll come...' And tell them that you will send a media advisory to them 'right away.' Send the media advisory (but not the press kit) right after you talk to a reporter. This way, they will know when your event is being held and where, etc. You should also call the various reporters again the day before the event to _remind_ them of it. The press kit should be delivered to _important_ reporters a day or two before the event. The other reporters should receive the press kit at your media event (so news won't be "scooped"). If any reporters don't show up at your event, deliver the press kits to them after the fact. If a reporter prints a story on your event, call and thank them "for the good job" or write them a thank-you note. (Part of developing good relations.) _Dealing with the Press, In General_ "NEVER lie to a reporter, or tell a mistruth." Never "wing it" if you aren't prepared for a question. Tell the reporter that you'll get back to him or her, and get their phone number and deadline. Our opponents are defining who we are: that we want 'special rights'; that we want 'forced teaching of sodomy in schools'; that we are rich; and so on. "We have to go on the offensive and define who we are and what we want": gays and lesbians want the right to engage in full participation in our democracy. Remember to respond to any religious-right rhetoric that is put forth by the press in a _proactive_ fashion, rather than a reactive fashion. Use the question to redefine the issue, rather than let the religious right define it by simply addressing/correcting their claims. At the same time that you shouldn't let our opponents define who we are, don't leave their claims unanswered (Dukakis style). Send faxes to the press/t.v. stations to correct misinformation with facts (Clinton style), and of course, do counter their claims (as minimally as possible) when asked about them by the press, but remember to take control of the issue and shape it, mold it, spin it into a positive one. "Return to and emphasize the key messages over and over during interviews with the press and in press releases." Use catchy phrases. You need to capture the reporter's attention (as well as his/her readers'). For example, "Alaska is fertile ground for the religious right's efforts." "Make no mistake about it... this amendment is about lesser rights." "This is the first time that..." "Never answer a question. Respond to a question." Don't just say "yes" or "no." Take the opportunity to elaborate on the issue and possibly conduct spin control. Don't use explosive language (e.g., "fascists," "hate"). That will just turn off undecided people. Besides, people will think you are "over-reacting" because members fo the religious right "don't look like Nazis," etc. Be the voice of reason. "Remember, you are targeting an undecided block of voters."