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In fact, they normally
respond best to consistent pressure, especially
from the media. One of the most effective ways
to apply pressure is to have the public absorb
messages through the media, be it coverage of
events we choose, or in the form of editorials supporting our positions. It is
very important to work proactively through the media and to drive the story,
not simply respond to it.
This section provides tips for working with the media and writing press
releases, opinion pieces, and letters to the editor.
V. WORKING WITH THE
MEDIA
A
Tool Kit
for
Advocates
Tips on Working with the Media
¦ Be a consumer of media - follow reporters’ stories. To understand the
news media, become a consumer of the news. Read at least one daily
newspaper and watch your local evening news broadcast. This will help
you understand what reporters are looking for.
¦ Be responsive and prompt. When a reporter calls you for information,
he/she is usually in a hurry. Return the call as quickly as possible. Be
helpful and steer reporters to good sources if you don’t have the answer.
Reporters develop the habit of calling people who have helped them in the
past.
¦ Never lie to a reporter. If they find out, they will never call you again. If
you don’t know the answer to a reporter’s question, don’t be afraid to say
“I don’t know.” If you think you can get the answer quickly or just need
to take a minute to prepare your response, ask if you can call back in a
few minutes.
¦ Develop personal relationships with reporters.
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