Using Power

1
Using Power

• Lobbying and Media Coverage

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11 tips for using the Media

• 1. Keep it short. Strip your message to the bare
  bones. Remember people hardly have time to read
  these days. Put your detailed information in a
  fact page' at the end. 2. Think headlines. If
  the crux of your message cannot be expressed in a
  few words (maybe a sentence) it's unlikely to be
  successful.
• 3. Use a consistent slogan and logo. This is the
  best way to make your campaign instantly
  recognizable, especially over an extended period.
  
• 4. Do it regularly. Regular communication is
  essential to build a loyal and expectant
  constituency.
• 5. Be positive. Don't have a message which is
  totally negative. Offer a practical solution to
  the problem. This can inspire people. Litanies of
  disaster simply depress your audience and ruin
  the motivation.
• 6. Set the agenda. Redefine the problem to fit
  your solution.
• 7. Be visual. Pictures are much more effective
  than words. Pictures should reinforce emotions.
  Forget the intellectual high ground.
• 8. Appeal to emotions in news stories e.g..
  conflict, fear, triumph over adversity (David
  Goliath).
• 9. Entertain. Think of the media as theatre it
  is primarily for entertainment.
• 10. Match the medium. Tailor the message to fit
  the different types of media.
• 11. Limit the campaign. Keep campaign segments to
  less than three months, otherwise everyone
  forgets the message, people lose interest and the
  campaign loses momentum.

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Tools for Using the Media

• Maintain a list of media outlets and resources.
• Establish exchange relationships with media
  sources its legitimate to offer information or
  to even write the story in some instances
• Be prepared to refer reporters and produces to
  additional information sources
• Issue press releases
• Hold press conferences
• Go on talk shows to promote your message
• Use independent, alternative, and Internet
  sources. Press releases can be emailed or posted
  on the Internets. Blogs, MySpace, and FaceBook
  are legitmate ways to advertise events or issues.

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Things to Remember

• Not all media contacts may result in a story.
• If the story is printed it may not reflect your
  point of view on the subject.
• In some cases, the media can be influenced
  (letters to the editor writing op-ed pieces,
  meeting with newspaper editorial boards using
  celebrities)

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Sample Press Release

• Writing a Press Release - Technical Details
• Your press release should include a few essential
  components. They are1. Date Instructions"For
  Immediate Release""For Release Before date"
  or"For Release After date"Use one of the
  latter two if your press release is of a time
  sensitive nature. For example, if you are holding
  a public speaking event, you will want to use the
  "For Release Before date" and make sure you
  input the final date for registrations. If you
  are using the "For Release Before date" ensure
  you are sensitive to media deadlines. Send your
  release out well in advance.
• 2. HeadlineWrite an attention-grabbing
  headline. Make it benefits-oriented (why would it
  be of interest to people?) and descriptive. Avoid
  hype and promotional language remember, this is
  a news story.3. Contact InformationInclude as
  much information as possible here. Make it easy
  for the media to contact you. Include your phone
  number, address, company name, fax number, email
  and URL. Include the hours you are available at
  the listed phone number and add an after hours
  phone number, if applicable.4. SummaryBefore
  you get into the body of the release, write a
  sentence or two to summarize your press release.
  Make it interesting, you want the recipient to
  keep reading. Also, include the area to which
  this release is relevant.5. ContentThis is
  the meat of your press release. Again, write a
  benefits-oriented story. Think of the target
  audience as you are writing. Your target audience
  is partly the editor or reporter who will be
  reading the release. Ultimately, however, your
  target audience is that editor or reporter's
  readers or audience. You need to write a story
  that will be of interest to them.The first
  paragraph should answer all the important
  questions - Who, What, Where, When, Why How?
  You only have a few seconds to keep an editor's
  or reporter's interest. Here's your chance.6.
  Signify the End of Your Press ReleaseThe end of
  your press release is shown by a few simple
  characters. Place at the end of your release.

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Role Play

• Use your talking points created in the last
  exercise to convince a classmate (role playing
  the part of a legislator) to adopt your point of
  view.
• How difficult or easy is it to put your point of
  view across?

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Sample Press Release

• PRESS RELEASE---
• January 20, XXXX
• CONTACTJane Doe, [phone]
• VOLUNTEERS HONOR DR. KING BY RENOVATING LOCAL
  SCHOOL
• Martin Luther King Day was a "day on, not a day
  off" for local students, parents, teachers, and
  other volunteers who brought new life to Lakeview
  Elementary School on Monday.
• "We saw this as a time to get others involved in
  their community, and to serve with people of all
  ages and backgrounds," said Nancy Jones, director
  of the Neighborhood Service Alliance, which
  coordinated the service project. "The best way
  for young people to learn about Dr. King's legacy
  is to get involved themselves."
• Joining students, teachers, and parents were
  AmeriCorps members from the Lakeview Service
  Corps, volunteers with the Seniors in Schools
  Program, and community volunteers of all ages and
  backgrounds. The volunteers painted the school's
  hallways, designed a mural honoring Dr. King, and
  stocked the library with books about Dr. King.
• The service project was one of hundreds of
  activities held in states and cities nationwide
  to honor the legacy of Dr. King. In 1994,
  Congress passed the King Holiday and Service Act,
  directing the King Center and the Corporation for
  National and Community Service to carry out a day
  of service reflecting Dr. King's life and
  teachings.
• David Eisner, chief executive officer of the
  Corporation for National and Community Service,
  said, "Martin Luther King said, 'Everybody can be
  great, because everybody can serve.' We honor the
  life and legacy of Dr. King by doing things that
  help others and strengthen communities."
• For more information about the national day of
  service, please visit www.mlkday.gov.