Working with the Media
General Tips

Success in working with the media is most likely to occur when it is a strategically planned effort. That effort is, in turn, best supported when there is a designated spokesperson guiding the implementation of a comprehensive communications plan with goals that enjoy the buy-in and understanding of all members of the group.

A designated spokesperson not only allows the kind of coordination necessary so that the organization speaks with a "single voice," but it also provides media representatives with a consistent point of contact. After all, if you can call Ann Brown at Advocacy Group X, who provided just the information you needed last week and a month before that, why would you bother to call Advocacy Group Z and take a chance on who answers the phone? There's also an air of legitimacy that comes with the permanent assignment of the role, and the implication that the advocacy group takes communications with the public very seriously.

A comprehensive communications plan is a strategic overview of your work with the media and various publics. It's the game plan for developing the influence and public awareness that will help achieve the organization's strategic goals (it also may well be one of the goals in and of itself). The links between the communications plan and the organization's strategic goals should be clear. In fact, the communications plan should become an organization-wide reference. It should include

a statement of purpose,
the identified communication goals,
a description of target audiences (e.g., local news media, legislators at various levels of government, your regional business community, other organizations),
the strategies and activities--and time lines--that turn plans into reality, and
a mechanism for periodic evaluation.
Remember that your audiences are internal as well as external: staff and volunteers, board of directors, and members need to understand both the intent of the plan and the tactics you propose to employ--and the consensus should be that they like it. If you're not on the same wavelength with these folks (and vice versa) and if there is no buy-in to the goals, communication with the outer world is likely to be elusive in the long run.

Expect the development of relationships with the media to be long-range efforts that begin with researching potential markets and outlets and then building a database or mailing list based on that work (keeping the list up-to-date also commits you to a review at least once or twice a year--these people tend to move around). You may want to subdivide the list so that you can "target market" your information (a news release that goes only to technology-oriented publications, for example, or a news peg for a new book that is mailed to talkradio programs).

The primary tool is simple, verbal communication--face-to-face or (the global village being what it is) phone-to-phone. Of course, there's a reason why we talk about the art of conversation rather than the science. It's easy to talk. It's more difficult to communicate successfully. When speaking with representatives of the media, keep these points in mind.

Know the media--and make sure they know you. Be familiar with the publication, the show, the style of the individual reporter.
For help finding contact information for local and national media, visit http://capwiz.com/msn/dbq/media/
Be honest.
Be accessible.
When contacting the media via e-mail, do not include attachments unless you have spoken to the person and know that he/she is willing to receive them. Rather, include any press releases or other information in the text of the e-mail.
When the media contact you:

Return calls promptly.
Be sensitive to their deadlines.
Underpromise, overdeliver.
When you contact the media:

Be concise.
Accept that they're "always" busy.
Leave a succinct and specific voice mail message.
Give them enough lead time.
Spoon feed them (give them a story that writes itself).
Be fair. "Exclusives" as rewards or incentives may be OK--as long as they're above board. That is, don't give the impression that a release is embargoed until a certain date, and then give the story to one outlet for that morning's news. One article on page 10 of the New York Times is not worth angering Associated Press.
Use plain English
Most reporters aren't educators--or even education reporters on a full- time basis. They may have been assigned to the metro desk yesterday; they may be writing about real estate tomorrow. Never patronize, but at the same time never assume that they have in-depth knowledge about your issue.
Maintain control of the conversation.
Ask "stupid" (Note the Quotes) questions--before you say else.
Know what public information is.
Know what "off the record" means.
Assume that nothing is off the record.
Pay attention to the question.
Don't let the reporter put words into your mouth. (It's their job to get a story. Some of them have a penchant for lines such as, "So, would you say that . . .")
Think before you speak
Know in advance the points you want to make--stick to two or three points.
Don't be too self-serving.
Think about ways to turn their line of inquiry in the direction you want.
"No comment" is a comment; "I don't know" is not a sin.
It's OK to say, "This is an important issue and I want to be sure I convey our position precisely. Would you mind reading back what you just heard me say?"
Never ask to see a story before it's published
Never let a reporter get to you
If it doesn't feel right--don't do it. Research the reporter or outlet, if necessary, before granting an interview
Follow up
Thank the reporter if the story is even fairly good.
Complain only if the story is factually wrong--and even then be professional--and remember that it's a reporter's job to get both sides of the issue, and it's seldom worth it to fight with someone who buys ink by the barrel.
Tools for Communicating with and Through the Media
There are a variety of tools available to help get your message out there, from the handwritten letter to the Internet. They range from vehicles over which you have a great deal of control to public service announcements and letters to the editor, which are granted life only by the goodness of the gatekeeper. Consider the following vehicles:

news releases
video and radio news releases
media advisories
public information packets
fact sheets
news conferences
individual briefings with reporters or editors
visits with the editorial board
op-ed articles
letters to the editor
public service announcements
appearances on radio and television programs
Internet access--from Web sites to online forums and newsgroups
News Releases: Inviting Coverage

A news release, or press release, is a key component of any public information plan. At its best, a news release provides a standard format for relatively quick and efficient dissemination of time-sensitive information about important situatio ns or events. At its worst, its only real effect is to doom a lot of trees to premature deaths. Organizations that promulgate news releases every time they accomplish a task, or without having a clear sense of what's newsworthy, defeat their own purpose. If an editor has seen 10 unusable releases from the same group in the last six months, he or she may not bother to even read the headline of number eleven. There is no positive value in sending a news release when there is no real news.

Before deciding to write a news release, think about "what's in it" for the intended audience. For the purposes of engaging the media, it doesn't matter that you believe what you're doing is important; it only matters whether the editors or directors (or other gatekeepers) at the media outlet you're targeting find it "exciting"--and that they are reasonably sure it will be exciting or important to their audience. This may mean that you end up with two or three (or more) slightly different, or tailored documents, but it also increases the odds that your message will actually make it into print.

Press Releases Should Be:
Clear
Clean
Concise
Correct



Similarly, you have to know exactly what you want the release to accomplish: Inform the public? Increase attendance at a symposium you're sponsoring? The news release has to

be written from the perspective that best presents your organization or "client" as a legitimate spokesperson or leader in the field.
pass the "who-cares-and-why" test. Could you honestly, in the space of five minutes, make a compelling case for the importance of this information to an overworked, underpaid (they all are, you know) editor, as compared to the other 50 releases in her in-basket?
fit with the particular media outlet's style and identified focus for information. You would no doubt be wasting time and paper to send a release dealing with block scheduling in high schools to a publication that only addresses emotional learning in the primary grades.
be in the editor's hands while the "news" is still new.
An editor should never have to search for your main point. The release must always look "professional" (news release format is fairly standard). The news release is a teaser or an enticement to lure the editor to follow up on your announcement or event; it's not meant to tell everything. If the release is written so compellingly that it can be published as is, in whole or in part, you're way ahead of the game. In fact, many experts recommend that releases be written with that goal in mind. With rare exceptions, keep it to two pages or less. A one-page release is not a sin, as long as it provides the when, what, where, why, and how. If you can also provide the reporter with leads for more resources (especially your own), so much the better.

A good news release should not contain ambiguous references if specific information is obtainable ("ASCD's Venutian affiliate now has approximately 170 members" is not as strong--nor as helpful--as "As of December 31, 1998, Venus ASCD will have a membership of 177.5). Information should be documented, when appropriate. There should never be errors, either factual or typographical. Remember also that most editors have an overabundance of other information sources from which to choose. Don't provide them with a ready-made rationale for discarding yours. Above all, you want to present your news in the most favorable light--but misleading or misrepresenting the truth is never an option.

Some more tips:

Each paragraph of a news release has a lead sentence that is then illustrated by the sentences that follow--but keep sentences and paragraphs short. Unless it is your purpose to spread doom and gloom, the first paragraph at least should be a positive statement.
The release should be localized for your target market, to the greatest extent possible. Will local people be involved? Will there be a direct effect on a local group or institution? If there will be, say so. (If there won't be, is this release really necessary?)
Generally, news releases are written in the future tense. And the active voice is essential.
Be very clear about your purpose in writing the release, and for whom you are writing it. That is, know your market. Placement (getting your information used) is always arbitrary, but it helps if you have researched your market thoroughly. Read that paper, listen to that news show. Know who the appropriate gatekeeper is and address correspondence to him or her directly (which implies updating your mailing list about twice a year, since these professionals tend to move around), and know when it is most convenient and efficient for them to receive information (when their deadlines are, for example). Timing can vary greatly. Daily papers may need only a matter of hours for late-breaking news. Local TV and radio stations may need two or three days. Monthly magazines often ask for several months' lead time.
Some formatting basics:

Don't try to grab attention with an unusual paper color or stock. Use a standard business letterhead style or white 81/2 x 11, 20-pound stock. If using news release letterhead, the design should not be so busy that the contact information (heading) and the headline get lost.
Contact information should appear at the top of every release. Include at least an office phone number. Some organizations, or individual public information officers, routinely list a home phone (or a second contact person). Since reporters do work nights and weekends, the urgency of your news may determine whether you chose to provide this level of availability. The name, address, phone, e-mail, and fax numbers of your organization must also be prominent (though not overpowering). The release must be dated--use the date on which the release can reasonably be expected to reach the media outlet, unless you want the information to remain unpublished until a later time. In that case, indicate that the information is "embargoed until December 10, 1998."
The copy should be double-spaced, with wide margins, to make it easy for an editor to write notes. Pick a nondistracting, easy-to-read typeface (Times New Roman and New Century Schoolbook are easier to read than the "streamlined" styles such as Helvetica).
The headline should be succinct, and should convey the "hook" or the most salient point of the information that follows. (If a headline runs more than one line, give some thought to the logical breaking point. Never let it go beyond two lines, plus a concise subhead if necessary.)
Paragraphs should be composed in a descending order of importance, so that an editor who wants to run the release verbatim can cut it at any point without jeopardizing the internal logic of the information.
Don't hyphenate a word at the end of a line, and try not to split a sentence at the end of a page.
There are differing opinions about the benefits of two-sided versus two-page releases. On the one hand, a two-sided release takes up less space in an in-box and is more environmentally responsible. On the other hand, many editors still cut and paste information for layout; if a two-sided release makes this difficult, they may pass it by on a busy day.
Pages should be numbered. Write "-more-" centered at the bottom of each page. A "slug-line" should be included at the top of succeeding pages, to identify the source of the information should the pages get separated (e.g., "Pg 2--ASCD Venus--").
The end of the release is confirmed with any of the following notations, centered on the page a few lines below the text: "-30-"; "-end-"; "###." Below that, add a final paragraph of boilerplate information about your organization, to give the editor or reporter a frame of reference.
There are many options for disseminating news releases today--mail, fax, e-mail-- and there are at least as many theories as to which one is best. If you have the luxury of contacting each name on your mailing list and asking for preferences, then do so. If not, stick with tradition and use the mail--unless time is critical and fax machines are available on both ends of the line of communication.

Media Alerts: The Five Ws

When time really is of the essence, it might be more appropriate to fax a media alert. Similar in style and virtually identical in intent to a news release, the alert is limited, quite literally, to a bulleted presentation of the who, what when, where, and why of your event. Whether you use the mail or fax, this format is always appropriate when sending your information to day book editors (some are amenable to a separate second page of more descriptive information).

Day books are listings of the major news events scheduled for a particular day. The Associated Press, United Press International, and Reuters make these "books" available to subscribers. Getting your information on these lists can mean the critical difference between being picked up by major television networks and holding an event that gathers moss in terms of media attention. Day books also represent a particular challenge, in that you have two gatekeepers to woo and win: the day book editor first, and then the reporter or editor who reads the day book entries. Some day book publishers also have a weekly list or even a monthly edition. You might call the editor the day that your media alert arrives at her office, but don't bother the editor again until the day before your event, when it is perfectly legitimate to call again to learn if your information will be included--unless some information you originally provided has changed. Any updates to the submitted alert should be made as soon as possible. Failing to notify the editor a change in the time of the event or a substitute speaker harms not only your credibility but also that of the day book staff.

Regardless of the form your news release or media alert (or advisory) takes, there is no better way to ensure a negative reaction from your audience than to offer them inaccurate information. Announcing that the foolproof cure for the common cold will be unveiled on Monday, June 24--when Monday is in fact the 23rd--may be enough to keep your brilliant contribution to humankind from ever reaching the front page.

Video and Radio News Releases: The Broadcast Approach

The video news release (VNR) is the format commonly used to pitch information you hope will air on television stations or cable systems. This option entails a dramatic commitment of funds--it can run $20,000 or more to produce a 90-second spot, according to the Public Relations Society of America (PRSA, Public Relations Journal, June 1992).

The radio news release (RNR) is a more cost-effective way to go. As with a standard paper news release, an RNR should be targeted to the stations that appeal to the demographics you want to reach. Some stations prefer to rewrite the information offered to them, and then to deliver it via their staff DJ or announcers. In that case, use the format of a standard news release with the designation "RADIO ANNOUNCEMENT" (plus the number of seconds necessary for delivery--typically 30, 60, or 90 seconds) at the top. For other outlets you may have more success (and certainly more control of the content, assuming it is accepted at all) by "scripting" the message, either with or without your own voices on tape.

No matter the form your VNR or RNR may take, remember that the average speaker can read 16 lines of copy in one minute. Remember also that a release of more than 90 seconds is destined to be discarded or cut by the station.

Fact Sheets: Presenting the Essentials

The fact sheet, like the media advisory, gives "just the facts." This one-pager is particularly useful for focusing on the key points of a complex issue, or as an introduction to an organization or program. It may be written in a standard bullet format with a minimum of explanation preceding it, or it may take the form of short, journalistic paragraphs. Short, uncomplicated sentences (or phrases, if more appropriate) are of the essence. An "About ASCD" fact sheet is included at the end of this ASCD Advocacy Kit.

Public Information Packets: Information Deluxe

Public information packets (or kits) provide an overview of basic information about your organization or your cause. Use a multipurpose, high-quality, heavy-stock folder with inner pockets on both sides and your organization's name or logo on the front. Avoid any image or wording that may be time-sensitive; you'll want to update the contents of these packets as often as necessary, without incurring any major expense in the process. The purpose, after all, is to distribute this information as widely as possible, to "spread the word" about your organization.

Components of the packet, many of which are also stand-alone public information tools, should be arranged inside, on the basis of a logical format: background information such as a fact sheet, annual report (or executive summary, if a professionally produced copy is available), and membership information may go on one side, leaving the facing folder for copies of the organization's primary publication(s) or more specific information about the group's people and available programs and services. If it seems appropriate for your market, you might add a disk version of the information along with the hard copy.

Media Kits: Inviting Visibility

A media (or press) kit is a tightly focused version of an information packet designed to entice reporters to attend your event and to give it maximum positive visibility. Just as with a news release or a press conference (a forum which often lends itself to a media kit and almost always provides a dissemination point for an information packet), the underlying purpose of the kit is to entice the reporter or photographer to cover your event.

The kit should contain a brief letter of invitation, or pitch letter, composed with the crispness and punch of a news release. The pitch letter may be attached to the outside of the folder (especially if a "generic" folder is being used), or may be the top item in the right-side pocket when the folder is opened. Also include a news release (with paragraphs that can be lifted verbatim for a news item), background information on the event or function, and a short article that reads like a feature story about the event. At least one of these components should contain strong quotes from leading participants in the organization or the specific events (and contact information for those quoted is often provided). A fact sheet about the sponsoring organization is commonly inserted, as are biographical sketches of key speakers or organizers, if appropriate. Top-end media kits often include a visual, such as a poster of the event's logo, or a photo of an attending VIP. Although the presentation should never become unwieldy, it's sometimes an appreciated touch to add one page of information about the location of the event, hotel availabilities, restaurant recommendations, or similar information.

The key point is that the media kit is meant to make it easy for reporters to cover your event; you want the media to use your well-chosen words verbatim. Use a journalistic style of writing, and consider including a disk version of all the hard copy. Do bear in mind, however, that you may be held personally liable for what you write--so although your role may be to advocate on behalf of your organization, to persuade the public rather than simply to inform, be certain that your statements are entirely accurate.

Op-Ed: High-Profile Opinions

The purpose of an op-ed article is to persuade the reader, generally in the form either of a direct commentary on a current situation or of a rebuttal of a previously published article or op-ed piece. Because an op-ed carries the prestige of placement opposite the editorial page and includes a byline, it can be an effective means of increasing the visibility of your main spokesperson. An op-ed is most effective when it takes a strong, focused stand on a single issue. It's a short piece (generally about 750 words for a daily paper, but keep track of the length and style in your target publication to be more precise). It should be both succinct and clear about what it wants to persuade the reader to do (Call for a hearing? Vote for a bond issue? Appreciate the contributions of a local activist?) As with a good speech, it's often helpful to (1) tell the readers what you're going to tell them, (2) tell them, and (3) then tell them what you've told them.

Op-eds, as a rule, are not written by "Jane Q. Public." They tend to carry the voice of authority or expertise and are usually attributed to presidents, executive directors, CEOs, and the like. They must maintain that perspective throughout. Most of all, a good op-ed aims to make a "light go on" for the reader. It often provides a tightly worded point/counterpoint, and it concisely and unemotionally examines and refutes the main opposing point of view. It should avoid the temptation to moralize; it's generally a good idea (there are, of course, no absolutes in the art of influence-building) to forego the "should-must" in favor of the "if-then" approach.

Finally, a successful op-ed piece provides a clear "connection" between the writer's view and the best interests of the reader (once again, it tells your audience "what's in it for them"). Following the conclusion, it is appropriate to add a one or two sentence identification of the writer and the source of expertise. (For example, a piece written by Gene Carter addressing inequity in urban schools might note that "Dr. Gene R. Carter is the executive director of the Association for Supervision and Curriculum Development. He is also the former superintendent of the Norfolk, Virginia, Public Schools.") You should submit op-eds to the editorial editor of the publication and include a self-addressed stamped envelope.

Letters to the Editor: Noteworthy Views

Letters to the editor, if written well on a carefully chosen and focused topic, are often easier to get published than an op-ed piece. Although experts and important titles may still have an edge (and it's always best to strengthen the visibility and credentials of your key spokesperson), it is a forum that is more open to ordinary citizens on a local level (assuming "local" doesn't mean London, Manhattan, or Washington, D.C.). A few good letters in print may help establish credibility for other markets.

Generally, these letters are based on a reaction to a recent news story, feature article, editorial, op-ed, or letter that appeared in the same publication. They may be written to inform or to convey emphatic agreement with (and augmentation of) previously published information, but they are often used to present a different point of view or perspective, or to correct misrepresentation or factual errors. Letters to the editor tend to be short (brevity is a virtue; one-paragraph submissions are definitely acceptable), and highly focused. If they refer back in any way to a previously published piece, that article should be identified parenthetically, by title and publication date, if possible.

As with all other forms of submissions from the public, many publications furnish written guidelines for letters to the editor. These should be followed closely. Many people find it helpful to write the first draft of the letter for the luxury of tearing it up. That is, once they get their anger out of their systems, they write the version that will actually go in the mail.

Public Service Announcements: An Informative Approach

A public service announcement (PSA) is defined by the Federal Communication Commission (FCC) as an "unpaid announcement that promotes the programs of government of voluntary agencies or that serves the public interest" (Wilcox and Nolte, Public Relations Writing and Media Technique, 1995). As with the news release, stations tend to be overwhelmed by the number of potential PSAs they receive, so only the most compelling and well-constructed messages are likely to be aired. Like VNRs and RNRs, PSAs must meet time specifications; often they are submitted simultaneously to one outlet in a 10-second, 20-second, and 30-second versions.

One drawback to the PSA is that although a station may feel compelled to air it to comply with FCC public service requirements, there is no requirement that they air this information at a reasonable time of day. Be prepared to discover that your painstakingly crafted message reaches only the ears of those who play the radio at 3 a.m.

Television Appearances: A Visual Statement

From community cable access programs to interviews on regional or national news, television appearances offer an unparalleled opportunity for education advocates to communicate their messages to wide audiences with a sense of immediacy. On television, you essentially become the embodiment of your message. Your words and appearance will be associated with your cause. Television magnifies images, so consider the following tips:

Dress in a subtle manner. Loud colors, patterns, or accessories will distract viewers from focusing on your key message. Wear solid-colored clothing and simple accessories. If you want to be viewed as a knowledge- able professional, make certain you convey that image visually.
Before you go on the air, practice how you will deliver your key points. A mirror or critical friend may be quite helpful. (See tips for delivering effective testimony, page 15.)
When you're being interviewed or participating in a talk show, remember
It's OK to pause briefly before you respond to a question.
Saying "no comment" is a comment.
If you don't know the answer to a question, it's acceptable to say, "I'm not certain. I'll need to look into that."
Be aware of your nonverbal communication, particularly your gestures. Assume you are on camera at all times, from all angles. Make an effort to appear to be a good listener when other people are speaking.
Radio Programs: Making Yourself Heard

Whether you are being interviewed or are calling a talk-radio show program, your words--and your voice itself--assume great significance. On the radio, for example, a nervous laugh may sound to listeners as if you are taking a serious question lightly.

Call-In Shows. Radio call-in programs, particularly syndicated ones, are an excellent tool for education activists. Your local newspaper will probably have listings for the major radio programs in your area. Tune in to talk radio on several occasions to become familiar with the style, format, and political views of the host. Before you call in, jot down your key points. Remember to identify your role as an educator at the beginning of your message and to keep your points brief.

Radio Interviews. As with television appearances and political testimony, carefully practice delivery of your message before you enter the radio studio. Once in the studio, watch your language; microphones are sometimes accidentally switched on. If you are a featured guest on a call-in program, listen carefully to callers and refer to them by name when responding to questions.

Web Outlets

In communicating with the media and disseminating information, your contacts should include online publications, listservs and news groups. Many publications that have both a print and online version also have separate staff members responsible for each version. Research online organizations as you would any other media contact--know their content in advance and post your press releases only to appropriate publications, lists and news groups.

If you have a Web site, include a hyperlink in your correspondence, when appropriate. Also, it is a good idea to include an "online media kit" on your Web site. An online media kit can connect members of the press with information about your organization, including contact information, current and previous press releases, newsletters, biographical information about members and fact sheets.