Lawmakers view the media as a "proxy" for public opinion; a story, editorial or even phone call from a reporter makes legislators aware of public support for an issue and increases pressure on them to support it.
Reporters need advance warning about whatever you want them to cover – days, not hours.
It's easy – and often more compelling – for local activists to do their own media outreach. Reporters are always looking for an unusual new story to cover, so don't be shy – you may end up doing them a favor by tipping them off to your stuff!
Doing Media Outreach
1. Newspapers have reliable mechanisms in place to review Letters to the Editor (LTE's) and to some extent, Op-Eds. But for actual news coverage, phone calls are essential. Go to the media outlet's web page or use Capwiz for newsroom phone numbers.
2. Before you call, be prepared to answer the questions, Who, What, Where, When in detail, and include those four W's in their written materials, too. The fifth W is Why. Your answer to that should be easy, that is: Why are you willing to take the time out of our busy life to drum up support for the Jubilee Act? Jot down your top three or so reasons why it matters so you'll remember. And always introduce yourself with your name and the name of the organization you're calling on behalf of.
3. Small, community papers are more likely to cover community events like these; a story, Letter to the Editor, or Op-ed in a small paper counts just as much as it would in a big paper.
4. Groups should feel free to use our press release language in whole or part in their outreach to new outlets; use it as a model release for local events, too. Visit the Press Room.
Planning Events for News Coverage
1. Set dates for events as far in advance as is humanly possible, pinning down who the participants are, where it will happen, and when.
2. Some examples of newsworthy events are:
- People gathered in one place filling out their plates or breaking their fast – the more the better.
- An individual fasting for an extended period, or many co-fasting briefly
- Cross denominational groups in one community collaborating in some way
- Single denomination collaborating across many communities
- Any "strange bedfellows" scenario: Left/Right, Muslim/Christian, Dem/GOP sharing a podium, co-fasting, co-lobbying, etc.
- Schools and/or children fasting and/or donating lunch money and/or writing plates
- Jubilee group helping local immigrant(s) from indebted country with individual debts (but only Congress can help the entire country)
- Jubilee group dining/breaking fast at ethnic restaurant representing indebted country, inviting friendly reporter and/or Congressional Rep
Any invitation that you've extended to a Member of Congress is something local reporters should know about. And invite your Reps to events!
3. Think visually. Is there something in your current plan that would make a nice picture for the paper or look interesting on local T.V.? If you can arrange for these kinds of visual events, it would increase your odds of getting covered. Examples:
- One person calling a Congress member's district office is one thing, 10 people dropping by with a stack of plates is another.
- A church and a synagogue in the same town agreeing to co-fast is one thing, a pastor and a rabbi dressed in their garb and standing side-by-side is another.
4. Negotiate. If the reporter or editor you reach says they aren't able to cover your event or your ongoing activities, offer to write it yourself and ask for a little guidance of what they'd be willing to print. Our Jubilee Montana friends have done this with great success.
5. And remember, when you call a newsroom about your Jubilee activities, we all benefit on a few different levels: Your event might get covered. Your legislator might get a phone call about it. The editors will become aware of your group and this project. All these outcomes are good outcomes and worth the effort!
Download the Media Tips for Grassroots (MS Word Doc).
Jubilee USA Media Consultant, Anne Singer, Sept. 11, 2007
