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Meeting the Media From Media for Social Change: A Resource Guide for Community Groups (Revised edition, 1986), published by the Community Forum on Shared Responsibility, Toronto.
Most of the advice contained in this chapter pertains to both the mainstream and alternative media. The first parts of the chapter deal broadly with your group's relations with the print and broadcast media. The last three sections deal specifically with techniques news releases, interviews and news conferences. Tasks for your media team A first step for your group might be to obtain stationary with your own letterhead. Having your own letterhead makes your group easily identifiable when you communicate with the media to issue an news release or to take advantage of their coming events listings. The key to media relations is to keep your messages as short as possible while making sure that all the relevant information is supplied. This applies whether you are publicizing a regular meeting, a fundraising campaign, drawing attention to a problem, of holding a workshop. Remember that conflict makes stories, but not necessarily the kind of stories that are good for your organization. So it is vital to be organized and coherent: have one person involved in media liaison as spokesperson; print their telephone number(s), day and night, on all communications; the spokesperson must be articulate in electronic media and be adept at dealing with reporters; they should be well-rehearsed, have the research at their fingertips, and develop facility in dealing with hostile questioning; keep a file of newspaper clippings and notes on mentions of your group in the broadcast media (clipping services, for both print and broadcast monitoring, are listed in the Yellow Pages); write filler columns for community and suburban newspapers; these often have a lot of space to fill and will run your material (small newspapers in the Toronto area are listed in the Toronto Media Guide section of this book). Research Graham Crawford indemnifies two types of research, positive and
defensive: Defensive research is getting ready for the attack. List the questions (and make them tough) that you think you'll be asked. News people usually use comments made by your critics as a resource. Know what's been said and be able to react to it. Develop your answers to the questions you have listed. For any interview, send appropriate literature to the interviewer/producer. This accomplishes a number of things: you will influence his/her thinking and possibly the line of questioning; you will be providing material that helps him/her get the other side of the picture; you make their research job easier; you will be protecting yourself from unfair treatment. If the material you supply covers the important points around your issue, the reporter/broadcaster cannot ignore these points without appearing biased. Make reference to them in the interview if necessary. But be selective. Don't send everything that was ever written on the subject. Rehearsal Press reporters use roughly the same interview techniques as are used by broadcast interviewers. Whether you're meeting newspaper reporter for an interview over lunch, or going on a radio interview program, or speaking at a news conference, you will have to rehearse. (This section and the following four sections are taken form Graham Crawford's media kit, External Communications; Contact with the Media, prepared a few years ago for the Right to Privacy Committee in Toronto. The material has been edited slightly.) The best way to prepare for an interview is definitely to role play the situation with members of your group: get someone (or several from your group) to help you develop your answers; record the role play on tape; build and refine your answers; don't be too easily satisfied with your responses. You can always make your answers crisper and more focused. don't assume you already know how to answer the question. Unless you've said it out loud, you haven't prepared. If you are invited to appear on a talk show, find out who else has been invited, and clarify the topics of discussion with the producer. Define your aces Your “aces” are the position statement you want to make about your organization or issue during the interview, whether you are asked about them or not. It's up to you to fit them in by bridging to your aces when you get the opportunity. But don't wait too long or else you may never get the chance. Some common Bridges: “I'm glad you mentioned that because I wanted to point out that __ _ace__.” I don't know whether you're aware of this, but __ace__. Delivery For the sake of your group or issue, you should project a positive image. Appearance: If it's a television interview or news conference, the television equipment can't white. Stick to solid, mid-range colours. Wear lightweight clothing. You'll be hot enough under the lights and the pressure of the question. Manners: Don't lose your temper. Stay calm. The audience usually sides the polite, calm person who is under attack. Concern: The radio or TV audience didn't want to read about your problems; similarly, newspaper readers don't want to read about your problems. They do want to know how your issue or actions are affecting them. Know what their concerns are and address those concerns in your comments. Relate to your audience: Use plain talk. Avoid jargon or buzz words
thy may not understand. Answer questions directly. Show you have
nothing to hide. Use examples. Relate your group's concerns to the
concerns your audience has (discrimination, harassment, human rights,
etc.) Show your feelings. People relate most strongly through their
emotions. Tell the truth. Don't be evasive and never play dumb! Trap questions: The five key ones to watch out for 1. Editorialized or loaded preface questions take off from a so-called
``fact'' or premise that you don't accept. To avoid the trap, you
have to first challenge and refute the `` fact'' and then answer
the question runs like this: ``Given the fact that all homosexuals
(or all women, or all street people)..., then why ...?'' Feedback When you don't like what you see or hear about your group or issue,
When you like what you see or hear, everyone needs positive feedback,
and the media are no exception. Let them know when you're pleased;
it's positive reinforcement send letters or telephone send an extra
tidbit of information to a reporter or editor who has covered your
story Some things to watch out for: Unsubstantiated statements: for example, a statement that says ``Homosexuals suffer from sexual and personality disorders'' or “People are poor because they're lazy.” Guilt by association: phrases such as “homosexual murder,” “helpless women,” “drunken bum” Abusive terms: use your common sense in reacting to these comments. They are often made by one of your fanatical critics, so it may not be worth acting upon. In fact, their fanaticism can be one of your aces: their unfairness will predispose thinking people to give your side of the question a second hearing. Stereotypes: again, use your discretion. (CX5002)
Sources - The directory which connects organizations with messages to get out to journalists looking for spokespeople and experts on the issues they are covering. Both the online and print versions of Sources are widely used by reporters, editors, producers and freelancers working on stories. HotLink.ca - Web site featuring practical articles about media relations and public relations. Media
Names & Numbers - Print and online directory with
listings and contact information for all print and online media
in Canada. Also available as a database and mailing list. Periodicals and broadcast media online - Links to selected progressive media Web sites.
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