Darcy Jensen, MS,CCDCIII, CPS
CSAP‟s Central CAPT
Regional Expert Team
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To understand media advocacy and how it
differs from public education.
To identify key aspects of what makes a story
newsworthy.
To be able to create pieces such as advisories
and releases.
We will focus on “earned” media
Sometimes called free media.
We will also focus on traditional media
(TV, radio, newspapers), rather than
electronic or social media (blogs,
Twitter).
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“If you don‟t exist in the media,
you don‟t exist.”
-Daniel Shorr, journalist
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Media advocacy is the strategic use of news
media and, when appropriate, paid
advertising, to support community organizing
to advance a public policy initiative.” – Wallack
1999.
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News media shapes the agenda.
Influences opinion.
Brings more people into the discussion.
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Media advocacy should support your
goals. It is not a goal in itself.
Must be strategic.
You must know what you want to have
happen.
Building awareness may be a first step,
but will not create change.
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May 6, 2009 Fox News
Damir Dokic detained for 30
days due to threats
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May 7, 2009 The Columbus Post
Tennis Star's Dad Threatens to
Blow Up Australian Embassy
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May 7, 2009 San Francisco Chronicle
Calif pageant eyes Prejean for contract
violations
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May 7, 2009 The Columbus Post
Could Anti-Gay-Marriage Ad, Racy Photos
Cost Miss California Her Crown?
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October 2, 2003 University Chronicle
SCPD Terrorize Local Community
“…find something better to do and catch some real
criminals.”
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October 9, 2003 University Chronicle
No Sympathy for Complainers
“God forbid the police receive any credit…and
students take any responsibility…”
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“X” cigarette brand
Icing by Claire‟s flasks
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KELO TV Coverage
Current, fresh
Death, tragedy. „If it bleeds it leads‟
Concrete (vs. intangible)
Visual (especially for television)
Injustice, irony
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Like an invitation to your event
Depending on the media outlet and
event, send 2 to 24 hours in advance.
What, when, where, who, why
(including interviews, visuals)
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Written like a news story
Use brief, direct sentences
Usually sent “For immediate release”
may be sent “embargoed until”
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You are your best editor; don‟t leave
it to them.
Strategy for authorship (coalition,
agency, individual, coordinated
campaign)
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Editorial page is second most read
section (Front page is #1).
Ask the paper the preferred length.
You can pitch the piece or send it
cold.
Opportunity to use persuasive,
narrative style.
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Radio talk show
Guest columns
Blogs, podcasts, Twitter
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Brainstorm how to make changing
alcohol policies at a community
festival newsworthy.
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Coalition wants to change policies at Soybean
Days festival.
Your task is to brainstorm newsworthy
opportunities.
Part 1: Before and during the festival, which
will be held next month.
Part 2: Keeping it newsworthy through the
year.
Break into Small Groups
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Brainstorm: What is newsworthy:
Current, fresh
Death, tragedy. „If it bleeds it leads‟
Concrete (vs. intangible)
Visual (especially for television)
Injustice, irony
Plan two examples of message, mode,
and messenger
Example: Unpleasant for young children, TV
news pitch, mom with young kids.
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Brainstorm other newsworthy ideas to
keep the message alive through the year.
Tie to:
Progress/Activities of the coalition
Other related events/issues (If I see this news
story, we can build on it.)
Anniversaries
Data releases
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Resources/Bibliography
Wallack, L. (1999). News for a Change: An advocate’s guide
to working with the media. Thousand Oaks, California: Sage
Publications.
Women Venture. (2005). Publicity 101 Toolkit: Increase
awareness of your business or organization through effective
media relations (2nd ed.). Saint Paul, Minnesota.
“The world is made up of stories, not atoms.” –
Muriel Rukeyser, poet and political activist
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