Media Training

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Media Training

• National Religious Campaign Against Torture
  (NRCAT)Spotlight on Torture Initiative

Presented by Timi Gerson FENTON communications
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This training will give you the tools to

• Get your message across by-Controlling the
  message with a frame and language that works
  -Finding the right messenger for your message
  
• Get media coverage by- Knowing who the media is
  and how to reach them-Giving the media what they
  need and following up effectively
  

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MEDIA TRAINING AGENDA

• PART IFRAMING / MESSAGING
• PART IILOCAL MEDIA RELATIONS 101

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FRAMING /MESSAGING

• General principles NRCAT talking points

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Language

• The language we use conveys more than the simple
  meaning of the words.
  
• Language suggests the images that will be used to
  convey our messages.
  
• Some words trigger an emotional response and
  conjure up feelingse.g. honesty, morals, deceit,
  freedom

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MESSAGING DOs

• DO Imagine the headline!
• DO Create appeal to emotions/values.
• DO Use specific words phrases that reinforce
  the emotions/values you want to appeal to
  
• DO Choose a messenger/spokesperson who resonates
  with your audience.
  
• DO Build your message into stories. Capture
  hearts first, then minds.
  
• DO Maintain message discipline repeat, repeat,
  repeat!

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NRCAT Frame

• Torture is a moral,
• not a political, issue.
• The Spotlight on Torture initiative is about
  faith congregations in all 50 states speaking out
  with one voice to say that torture is always
  wrong.
• Right now, the Bush Administration is treating
  torture as a political issue parsing language
  about what is or is not legal. Torture is a moral
  issue, a question of right and wrong, not of
  legal loopholes.
• Young men and women from our country who are in
  places of conflict like Afghanistan or Iraq are
  profoundly affected by these abhorrent policies
  that condone torture it puts them at even
  greater risk.
• We will demand that the presidential candidates
  and our Representatives in Congress take swift
  action to undo the harm that has already been
  done and to repudiate torture in any and all
  forms.

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Good Types of Messengers/Spokespeople

• Religious leaders (moral authority)
• Iraq War Veterans (personal experience)
• Individuals with family in Iraq (personal
  connection)
  
• Unlikely suspects (former or current Bush
  Administration supporters/conservatives
  first-time activists) (unusual/unexpected)

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Get Your Message Through

• Speak in quotable sound bites
• Repeat your message over and over. Every answer
  to every question should be some form of your
  message.
  
• Remember that the person you are communicating
  with isnt the reporter, but the people who will
  read the story the next day
  
• Assume everything you say is on the record, even
  if the reporter is not writing it down.

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REMEMBER Your job is to get your message out,
not answer reporters questions

• EXAMPLE
• Q Are you/your congregation against the Iraq
  war?
  
• A What Im against is torture, in any form, in
  any place, for any reason, period. The Bush
  Administration wants to turn torture into a legal
  argument, but its not. Its a fundamental moral
  question of right and wrong.

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USE FLAG PHRASES TO SIGNAL KEY MESSAGES

• The bottom line is this ...
• The most important thing about the Spotlight on
  Torture initiative is...
  
• The problem with the Bush Administration
  position on this issue is...
  
• If Americans should know one thing, it is

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Key Takeaways

• Its not your job to answer the reporters
  questions its your job to deliver your message.
  If you dont feel silly for saying the same thing
  over and over, you are not saying it enough.
• Do not repeat the reporters words, phrases or
  frames. Use your own.
  
• This is YOUR interview. You are their news
  source. They need you for the story.
  

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LOCAL MEDIA RELATIONS 101

• Lay of the Land What the Media Needs From You

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Local Lay of the Land Different Mediums

• Print (including wires)
• Radio
• Television

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LOCAL PRINT
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WIRES
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LOCAL RADIO TV NETWORK AFFILIATES (ABC, CBS,
FOX, NBC)
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Local Lay of the LandWhos Who in the Newsroom

• PRINT
• NEWSDESK
• Assignment/Metro Editor
• Beat Reporter (religion, education, politics)
• Bureau Chief/Correspondent
• Photo Editor
• EDITORIAL
• Editorial Board
• Op-Ed Editor
• Columnist

• RADIO AND TELEVISION
• NEWSDESK
• Assignment Editor (day before/day of)
• Beat Producer (day before/day of)
• Planning Editor (Long-lead or weekend events)

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Pitching the MediaWhat do they need from you?
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The Basics

• Press Advisory Your invite to the media to
  the central event/action
  
• Contact person/media coordinator The
  person/people who call the media
  
• Spokesperson (may be same as contact)
• The person/people quoted in the media
• Press release Your article on the event/action
  to hand out at the event and to send to media
  unable to attend.

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The ProcessBEFORE THE EVENT

• Assign media coordinator/committee
• Make Press List Outlet, Newsdesk tel/email,
  individual reporter tel/email
  
• Draft Press Advisory
• Send out Press Advisory Via email 1-2 days
  before event to list
  
• Call all local outlets 1-2 days before event,
  after sending out advisory. Make sure they saw
  advisory, give them a short pitch. Update your
  press list based on calls
• Draft Press Release

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The Process DAY OF THE EVENT

• Re-send press advisory the morning of event
• Follow up calls to television/radio
• Assign someone to meet/greet media at event, hand
  out press release and guide reporters to
  spokespeople.
  
• Send out press release immediately following
  event to everyone on your list
  
• Report back to NRCAT national contact

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Pitching News StoriesIts the Follow-up,
Stupid

• Practice makes perfect
• Write it out Hi this is Timi with the
  National Religious Campaign Against Torture
  calling to tell you about an event at XXXXXX
  congregation happening tomorrow. Do you have a
  second to talk?
• Pitch in the morning and respect deadlines
• For TV, state your visuals upfront

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More Bang for your Buck Other than the event
ideas

• Submit an op-ed for publication during the week
  of action by local leader
  
• Email local columnists or local editorial board
• Call In to Radio Shows to talk about this issue.

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NEED HELP? CONTACT US!

• Timi Gerson
• Fenton Communications
• tgerson_at_fenton.com
• 202-822-5200

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Questions Answers