How to get media to come to your event and what to do when they get there:

1. Write a media advisory: headline (in big blaring print), when (date and time) and where (address), what event is, why it’s newsworthy. Keep it brief, less than 1 page, in pyramid style—most important things go first! At the very top it should say “FOR IMMEDIATE RELEASE” with the date, and then “CONTACT” with your name and your cell phone number. For more details see the Media Advisory section toward the bottom of this page.
   
   • Click here for sample media advisories
   • What’s the difference between a media advisory and a press release?A media advisory alerts the media to an upcoming event so they can go to it and cover it (these are more often what we send out), while a press release notifies them about something that has happened, some piece of news that we want them to cover, the general launching of a campaign or recent study/poll. Here is an example of a Press Release
     
     
2. Make a press list with media contacts in your area and send your advisory to them.Go to a group that cares about similar issues, like a peace group, that has some staff or has been around for a while, and ask if they will share their press list with you. Or, write down the four or five TV news stations, printed press, radio stations that have news (very few), and alternative media in your community. Make sure that you really reach out to the media outlets that are read by the people you want to reach; include the ethnic and community press outlets.
   
   • Click here to see the Progressive Democrats resources and tools page with a media database  where you can put in your zip code and get a list of media outlets in your community—you could start with this list, but don’t use it exclusively because it is very general.
     
   • Find a list of your local papers here provided by the GOP. Enter in your zip code and press the red submit button to see a list of newspapers in your area, and click on an individual paper to get the contact information for the publication.
   • Find and contact national and local media through the Congressional Media Guide Database with easy look up and generally up-to-date info
     
     
3. Email or fax your media advisory to all your media outlets, usually only a day or two in advance. It is recommended to send media advisories and make press calls in the morning before news outlets get very busy. The weekend is a bit different. It never hurts to send in the release on a Thursday or Friday and to make your follow up calls before the weekend. Many papers plan out their weekend coverage beforehand.
   
   
4. Call every media outlet to pitch your story.The media gets mountains of advisories every day! Make yours stand out with a two sentence pitch. What to do when you call:
   
   • Ask for the assignment desk or the news desk.
     
   • Make sure to include the when, where, and why it’s newsworthy (Example: “Hi, my name is...and I am with...I want to remind you that today at 11 am there’s a press conference at city hall …”).
     
   • Don’t ask if they’ve received your press release right off because then they may not stay on the line to hear what you have to say. Offer to send them the press release, even though you know you’ve already sent it. Often the person will give you his/her personal email or fax line, and that way you can send it out again to a real person. Ask if they plan on coming.
     
   • Say that you’re calling from your organization (“Hi this is Rae from CODEPINK”). Develop a personal relationship with reporters so that they’ll get to know you over time and will trust your tips on hot stories, and so you’ll know who is best to contact about your events.
     
     
5. Do press calls again on the day of the event (usually before noon is best).
   
   
6. Plan out your media strategy before the event.
• Make sure you have identified a Spokeswoman. Someone who
• knows your groups' soundbytes
• can be comfortable giving an interview
• will identify the media as they show up and approach them with press release in hand- you want YOUR spokesperson to give the interview that will be on the evening news, not some random person the reporter decides to interview.  
• Identify someone (maybe even the spokeswoman) to do a media sign-in. Introduce yourself to the camera people and reporters. Ask who they are with, why they are out to cover the event, hand them your press release/media advisory and let them know that you or your spokeswoman is available for an interview. If they interview you get their outlet and email for follow up.
• Write and practice sound bytes to say to the media.

What is a sound byte?A sound byte is a short way to express what your action is about. A sound byte has to be:

• Short (15 seconds, 1-2 sentences)
• Memorable (rhyming, cultural reference)
• Visual (have a wire hanger at a pro-choice rally)
• Speak in common language and common values (remember that you’re talking to a person you want to relate to, not just a reporter)
• Try to counter stereotypes about your message through your spokespeople choices (military people and veterans, ex.)
• Speak from the heart
• PRACTICE! PRACTICE! PRACTICE! It never hurts to be prepared with a well thought out, brief sound-byte
  

Example: Why are you here at this anti-war march?

I’m here representing every mother daughter and sister on both sides of this conflict who has lost a loved one. I don’t believe that our nation gets safer as the grief gets deeper.

I’m here because there are noble people dying for an unnoble cause (Cindy Sheehan-inspired quote).

The more you say to a reporter, the more they get to choose what to use, so if you have something specific to be included, make sure to just say that.

There is no shame in repeating your sound byte over and over again. Sometimes the one little thing that you wish you hadn’t say will be the thing that gets quoted, so choose your words wisely, and gracefully repeat yourself. Regardless of the question you are asked, you can always find a way to bring the attention and focus back to your sound byte. Breathe.

Other ways to get into the media:

• Letters to the Editor in the print media; make sure it relates to a news item and is very short
• Op. Eds—longer opinion pieces (600-800 words) don’t have to relate to a story in the newspaper, but do have to link to a current event (Example: something about Iraqi women pinned to International Women’s Day). You can find out how to submit these to the opinion page editor by looking in your paper or calling the newspaper’s switchboard.
  

Calendar Listing: To get people to come to your event, you have to send a calendar listing to the calendar editor. A calendar listing is an even shorter version of a media advisory. Often, calendar listings need to be submitted at least three weeks in advance of the event.

Public Service Advisory (PSA): You can also get a PSA onto your local radio station.

Is there ever a time or an action that you don’t send out a media advisory for?
Yes, if you’re not sure of the attendance and think it might look lame or pitiful. In other words, if it is not newsworthy.

What if the media shows up late and everything is over and they make your event look pathetic?Try to get them not to do a story if they come that late or say that the event is over and the press can do an interview with one of the main people who are still around.

Media Advisory: When, What, How?

When do I use an advisory?
To announce an event, such as a press conference, which you would like the media to attend.

How do I write a media advisory?
     A press advisory is designed to bring an event to the media's attention and entice journalists to attend. It should be written in a simple form, including all pertinent information - the what/topic, where, when, and who/speakers for the event - without getting bogged down in extraneous details.
     Keep it short! A media advisory should NEVER be more than one page. Include a catchy headline and lead sentence. Identify the newsworthiness of the event: Will you release new research findings? Take a position on pending legislation? Protest recent government action? Be clear about what journalists can expect to take place. Give one fact or nugget of information to make them want more, but... do not include all the facts of the story. Reporters are advised about an event or happening with the expectation that they will come and cover the story in person. A contact name and number for questions should be posted clearly at the top. Advisories are printed on the sponsoring group's letterhead.
     Special TV tip: broadcasters need to know if there will be good visual opportunities. For instance, if you are holding a press conference at a playground with 50 kids, write that at the bottom of the advisory. You should also indicate if you will have video, B-roll or a live feed available.

Where to send the media advisory
Beat reporters - they cover a specific issue or organization at daily and weekly papers, TV stations, radio stations, magazines, and wire services. 
Assignment editors - they determine whether a television or radio station (radio stations sometimes call them "news directors") will call a story and also decide which journalist to send. Alter the assignment editor to next day or same day news. 
Futures editors - They look at news events for the upcoming week and determine whether a television station is likely to cover them.
City/metro editor, bureau chief, or national editor - they determine whether a newspaper will likely cover an upcoming event and may decide who to send or pass the information on to the appropriate beat reporter. 
Daybooks - these are calendars compiled by news wires such as AP, UPI, and Reuters. Newspapers and other services also sometimes have these. Check daily papers for daybooks as well.

How to send your advisory (or release)
     Faxing is still the best way to send your advisory or release to the newsroom. It is best to include the name and title of the reporter you are trying to reach. The title can be important, since reporters often change beats. The person who distributes the faxes will pass the information to the appropriate person if he/she has the correct title as a guide. E-mail is another option, though only if a reporter requests this.
     Try not to send more than two advisories to the same fax number. This is unnecessary and clogs the machine for other uses. If there are more than two reporters at an outlet or fax number whom you wish to reach, do them a favor and address only one piece of paper to all of them. Blast-faxing or mass faxing can make this difficult, but it only takes one call from an irate journalist to convince you to remove duplicates from your list. (See section on Media Lists for more information).
Blast-faxing
     You may have to hand-fax your advisory or release to reporters. However, you can avoid this by using a fax service such as Xpedite - this typically costs $1 per page, but the faxes go out immediately. There are also computer software programs, such as WinFax, that can handle modem faxing. This method is much slower than a fax service, but you won't have to stand at the fax machine.

Follow-up!
An emailed or faxed advisory should always be followed up with a phone call. This is the key part- you need to separate your story pitch from the crowd. A call could do it.

Press Release: When, What, How?

When to use a press release
     To let the media know about breaking news from a press briefing, the release of a report or other newsworthy event. A release can also be used to summarize a story or report contained in a scientific journal, or as background information. Releases should be written like the best of all possible "stories" coming out of your event. You want reporters to use the information it contains to write stories of their own.

How to write a release
     Include all the facts necessary for a reporter to file a story, understanding that most reporters will also be making some follow-up calls before finalizing any story.
     Write it in an inverted pyramid format: Conclusion first, then supporting facts, with the least interesting information at the end. The lead is used to grab a reporter's attention but should also concisely summarize your "news." Often a quote from a spokesperson is also included, although most newspapers rarely print quotes used in press releases. The last sentence or two should reiterate the mission statement of the organization announcing the news.
     Releases may end with ### at the end as a signal to reporters that they have the entire document. Releases that are more than one page in length should state -more- or -continued- on the bottom of the first page so that reporters look for the next page.
     At the top of the second page, use a one-word "slug" to indicate it is the second page of the release. For example, a release about logging issues in the Pacific Northwest might use the slug "logging/page 2." This is helpful should the two pages become separated at the fax machine.
     Releases are sent on the sponsoring organization's letterhead with a date of release and a contact person's name clearly listed at the top, along with a phone number where journalists can reach the contact.
     Releases can be embargoed until a specific date and time. This means that the information is restricted and that reporters can use it to prepare a story, but cannot publish it until the specified time. This is risky for organizations because journalists sometimes "break" embargoes. However, embargoing news allows the media to get a report or announcement early enough that they can evaluate it, use some of its information to write a story, and still file it in a timely fashion. Broken embargoes are not common.

Where to Send Your Release
Releases should be sent to:

• Beat reporters who cover your issue, e.g. environment, education, etc.
• Assignment editors at television or radio stations.
• Radio and TV producers or bookers who schedule for shows that may cover your issue

In the case of a release that follows a press event, the release should be sent out to the same list of reporters who received the advisory. You may also want to add others if new angles develop. 

Follow-up!
An emailed or faxed release should always be followed up with a phone call. This is the key part- you need to separate your story pitch from the crowd. A call could do it.

If you have questions, need help or ideas regarding media work, you can contact Jean at jean[at]codepinkalert.org.