Media Briefing
Also see the Media Briefing for use with your local and national media.
Using the Media
- The importance of the media
- Getting the media interested – some ideas
- Tips for writing media releases
- Making the most of the Global
- Writing an op-ed
The importance of the media
Whatever activities you decide to organise, they will almost always have much greater impact if they are reported in the media. The media - newspapers, radio, television, and websites - has the power to spread your message to millions of people both in your country and beyond. Just one prominent story can make politicians listen.
However, the media may be suffering under the same illusion as the politicians, believing that free trade is the only way to end poverty. So we may need to educate the media too. They might also be unable or unwilling to criticise the government's position on trade.
Getting the media interested – some ideas
-
Present your activity as a news story
. It should be interesting and have local relevance. See if your story
works as news by writing a headline for it and then asking yourself if
you would read it. Good news stories include:
- Public events especially if they are large and interesting.
- High profile personalities - the media always likes to report things that involve famous people.
- Research and statistics about the impact of unfair trade.
- Profiles of real people’s lives affected by trade. - Provide a chance to get a good picture of your activity. Something interesting, exciting, colourful and fun.
- Say something new. This could be a different angle on an old story, or a new report about the effects of free trade on the poor.
- Send out a media release telling the media about your event.
- Telephone journalists with your story - a personal phone call can make a big difference.
You should also check the media deadlines. Sometimes weekly newspapers need stories a few days before they print. Others daily papers need them hours before. Some will want you to provide photos, others will take the photos themselves.
Tips for writing media releases
- Write MEDIA RELEASE at the top of the page and below this write the HEADLINE – a one line description of the event. These should be in capitals, centred and bold.
- Make it short and snappy on one sheet of paper if possible.
- Get your message across in the first two paragraphs, covering who, when, what, where, and why.
- Use key facts and figures, especially local ones, if you have them.
- Put in a hard-hitting quote from someone in your community, with strong words and clear points. Quotes can be used to urge people or politicians to do something and to draw attention to the issue.
- Always type press releases and check your spelling.
- Add a 'Notes to Editors' section with contact details for your spokesperson and any further information, including the GWA media site address (www.april2005.org/media).
Journalists see dozens of press releases every day. Yours must be clear and should stand out from the rest. You should also follow it up with a personal phone call even if just to check it has arrived.
Making the most of the Global Week of Action Website
An exciting media angle for the Global Week of Action is that events are happening in 70 different countries across the world. This is one of the biggest global mobilisations on economic justice issues that we have ever seen.
If journalists want more general information about the Global Week of Action they can go to Media Brief. They can find out about events happening all over the world by going to Events. To interview campaigners from other parts of the world they can find contact details in press contacts.
Writing an op-ed
It may be possible to write an
opinion piece for a newspaper, often called an "op-ed"
(opinion-editorial). This is a great way to get your message across and
not get mis-reported. Why not ask a well-known personality to write it
on your behalf?
Read a sample op-ed
Don’t forget
Please remember to email details of your press coverage to reports@april2005.org
