Communicating through the news media can be an effective way to amplify advocacy messages to target audiences, including members of the public who influence policy-makers critical to achieving change.
Policy-makers are particularly sensitive to mainstream media coverage, which they often view as a window on public opinion of an issue. Generating positive news coverage involves advance planning.
Before beginning any media outreach, you should know the answers to the following questions:
- Which audiences are critical to achieving the change you seek?
- What do they read, listen to, and watch?
- Which messages are essential to convincing that particular audience?
- Who will the audiences be most likely listen to (i.e., who should be your spokespeople and messengers)?
- When will these messages make the most critical impact?
- Are there upcoming, ready-made news opportunities that you can tie your outreach to, including pending legislation, milestones, and commemorations?
Your media outreach will most likely include basic, written materials to communicate your news to reporters and editors:
- A media advisory is a one-page announcement of an event, such as a news conference or report launch, to generate media attendance.
- A press release announces breaking news and is written like a news story but is never longer than two pages.
Media advisories should be no more than one page and include only the basic information: what is the event, who is speaking, when is it, where is it being held, and contact information for more details.
Include information about event visuals if you are targeting photo editors and/or broadcast media.
