Media

Contacting the Media

The media can be a powerful tool for social change, but initiating work with the media can be a daunting prospect. Where do you begin?

This section will illuminate the first steps you must take in order to develop a clear public message and an effective and practical media strategy. You will also find helpful tips on identifying and cultivating your media contacts.

• Understanding the Media: NGOs need to understand the nature of the media and the way it operates.
• Developing Your Message: Before contacting the media, you must first determine what you want to tell them.
• Developing a Media Strategy: Effective media relations require substantial effort, time, and commitment.
• Choosing a Media Outlet: You should make use of as many avenues for getting your message across as possible.
• Planning and Maintaining Contact: Media contact lists give you a quick reference of who should receive information on a particular issue and how to get them that information.

Working with the Media

The media can help you to educate the public about human rights violations. Effectively publicizing your issue can strengthen the impact you have on your target audience, and help to mobilize communities into action.

In this section, you will learn how to work with the media to get your message across. You will find methods of developing tools for a wide array of media outlets including television, newspaper and radio. This section reviews how to develop media tools such as press kits and letters, as well as how to conduct interviews and press conferences.

• How to Write a Press Release: A press release is the easiest, most accepted and cost-effective way to reach journalists with a story that is breaking news.
• How to Give a Strong Interview: You need to know your subject very well before talking to reporters.
• What Goes into a Press Kit: Press kits contain all the information a reporter will need to understand your issue.
• Public Service Announcements: Public service announcements can raise public awareness of your organization.
• Writing Inquiry and Pitch Letters: Pitch letters convincingly express an issue so that it will be covered in the press.
• Organizing a Media Conference: Press conferences give media outlets a chance to hear your information and talk to your important people.
• Writing Op-Ed letters and Letters to the Editor: Op-eds and letters to the editor can get your point across to a large newspaper or magazine audience.
• Television and Radio: Unlike printed formats, broadcast media can reach larger and more diverse populations.

Case Studies

Learn from the successes and challenges of your colleagues! This section will provide you with examples of effective media strategies from human rights activists around the world.

• Damage Control and Media Advocacy: Which Part of "No Comment" Don't You Understand?

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