144 DRAFT PROGRAMME ADVOCACY COURSE DAY 3 SESSION 9 Creating the message Quiz 5 Creating the message SESSION 10 Working with the media (1) Website development Working with the media Writing a press release Developing websites Sound bite 5

145 Basic Principles of Media Advocacy  Be Flexible, Spontaneous, and Creative  Seize the Initiative/ Don't be Intimidated  Stay Focused on the Issues  Make it Local/Keep it Relevant  Know the Medium  Target Your Media Messages  Make Sure Your Media Know and Trust You  Your Best Spokesperson May Be Someone Else  Wit and Humor Have Many Uses and Virtues

146 LEARNING ABOUT THE MEDIA  gather information about the operating policies, audiences, deadlines, and key personnel of local media that might be interested in covering your story  Note who is writing or reporting about your issue and where.  See which media outlets -- newspaper, radio, television -- spend the most time on legislative issues.  Identify the particular journalists who cover issues related to your issue and become familiar with their style.

147 Strategies for Gaining Access to the Media  Creative Epidemiology  Localizing Statistics  Public Policy Implications  Timely Reaction to the General News Environment  Turning the Tables on the Alcohol Industry  Distortions of Science  Marketing, Advertising, and Promotional Excesses and Abuses  The Misuse of Philanthropy  Political Excesses  Public Policy Initiatives are Newsworthy  Promoting Public Policy Role Models  Creating News with Created Events  Public Service Announcements  Paid Advocacy Advertising

148 Guidelines to increase the chances for media coverage of your issue:  Make sure the information is timely.  Localize the issue.  Accent the human interest angle.  Demonstrate support for your issue.  Always make sure that your sources are credible.

149 FRAMING YOUR ISSUE  Frame the position positively  negativity and defensiveness make the message less appealing and identifiable.  Present yourself and the issue as pro-safety, pro- health, and pro-freedom from public hazards and death.  Speak on behalf of the “public,” “citizens,” and “community,” not “supporters of specific action or legislation.”  Come across as representing the community, not a special interest group.  Do what you can to frame opponents in a negative context.

150 ORGANIZING MATERIALS ON YOUR ISSUE  Background information and position papers.  Fact sheets and Q & A brochures.  Quotes or endorsements on your issues by prominent legislators and authorities.  Biographies of issue spokespeople and organizational contacts.  A news release.

151 DELIVERING A STORY  If you call, be particularly sensitive about time.  It’s a good idea to start out a three or four sentence by asking whether the call comes at a convenient time, or whether another time is better.  Get right to the point. Don’t argue if there’s no interest in the story; go on to deliver it to someone else.  Leap on expressions of interest with offers of more information, then and later.  Don’t linger unless you feel a strong invitation to do so.  Follow up immediately on anything you’ve promised.