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Working with the media in all its forms (e.g.,
newspapers, TV and radio stations, online outlets) is challenging, but can
be rewarding when you are able to spread the word about alcohol-related
problems like underage drinking or beer ads and children.
The media inform the public about issues,
influence public opinion, can promote timely citizen action, and can exert
direct pressure on decision makers. Decision makers follow their local
media carefully, especially coverage of their own activities. As a
policy tool, the media provide the opportunity to get the word out in the
following ways: news stories, feature stories, editorials, letters to the
editor, opinion pieces, radio call-in shows, and talk shows. Keeping
your issue visible in the news also encourages others to help you in your
cause.
Here are a few tips on working with the media
that should come in handy as you work to end alcohol marketing in televised
sports.
1. Quick Tips on Working with the
Press
Remember that television or radio news stories
are often short. When making a prepared statement to the press or
speech that you hope the news will cover, summarize your main points in one
or two initial sentences so that your message has a better chance of being
aired. Keep statements at press conferences to between two and five
minutes.
Attracting media coverage is a matter of being
enthusiastic, friendly, cooperative, and well-informed about the issue.
It also takes persistence. Do not become discouraged if you do not get
coverage of your issue every time you try -- editors and reporters must
balance your issue with all the other news that is happening on a given day.
2. Letters to the Editor
A letter to the editor is a good vehicle for
educating the public and decision makers about an issue. Letters also
help editorial writers gauge the interest in the community for particular
issues and may stimulate them to take an editorial stance on an issue.
Letters to the editor may be sent to professional publications and trade
magazines as well as newspapers. Do not neglect the weekly suburban
and community newspapers in your area.
Tips for Writing a Letter to the Editor
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All letters should be typed, if possible, or
neatly printed and submitted by U.S. mail, email or fax. Letters
should include the author's address, phone numbers, and email address.
Newspapers do not print letters from people whom they cannot contact to
confirm authorship.
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An effective format for a letter is: a topic
paragraph, a paragraph elaborating on the writer's views, and a conclusion.
Keep your letter short, to no more than 150–200 words, and be aware that
editors may cut your letter for space reasons.
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Try to keep the letter's tone lively, yet
logical. Bland and dull letters, emotional outbursts, or personal
attacks are unlikely to be printed.
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Do not make false or misleading statements.
Be sure to verify facts and quoted material in the letter.
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Timing is important. A letter has the
best chance of being printed if the issue you are writing about has been in
the news recently. You could tie your letter to a recent article on
binge drinking among teens. Be creative in looking for opportunities.
For example, hook your letter on the local football team's performance,
local alcohol businesses' fortunes, or the announcement of new tailgating
rules at the local university stadium.
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It helps to give your letter a local slant.
Point out a decision maker's position or the work that local citizens are
doing on this issue.
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To get the maximum effect from your letter,
send a copy, particularly if it is printed in a newspaper, to the decision
maker, university, or company whom you are trying to influence (and to
CSPI!).
To read a sample letter to the editor on the
messages beer ads during sporting events send to children, click here.
3. How to Secure a Newspaper Editorial
Convincing the editor or editorial board of
your local paper to run an editorial in support of your issue can be
particularly useful. Editorials can be one of the most persuasive ways of
influencing decision makers and enable you to reach a large audience with
your message.
Tips for Meeting with Editorial Writers and
Editorial Boards
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Determine if the newspaper has taken a
position on the issue. If they have already editorialized on your issue, you
may want to plan your visit with the editor or board for when you have new
or timely information to share, for example, when the college's board of
trustees is meeting on the issue.
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You can go to the meeting alone. However,
enlisting others to attend shows the editorial writers that the concern for
the issue is broad based. Keep the group small -- no more than three or four
people.
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Make an appointment by calling or sending a
brief note explaining what you would like to discuss, the timeliness of the
issue, and who will attend the meeting. You also could include a memo to the
editor, a press release, or a fact sheet with your note.
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Prepare background materials for the meeting. Keep things simple, however, and don't load your audience down with too much
paper. (You're welcome to use our fact sheets and reports from this website.)
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During the meeting, state your points clearly. Encourage the editor to write about the issue. Remember that while you want
to be well-informed, you do not have to be an expert. If he or she does not
agree with your position, then state your views clearly, respond to
questions, try to answer objections, and leave behind your materials. Do not
engage in a lengthy, heated, or pointless debate.
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After the meeting, send a note of thanks to
the editor and answer any questions that you were not able to answer during
the meeting. Let other organizations you are working with know how the
meeting went. If the newspaper writes an editorial, send a copy to the
decision makers or agency whom you are trying to influence (and to CSPI!).
4. How to Write a Press Release
It's easier than you think and a quick way to
take a public stance on an issue. If you really want your release or event
to be covered, make follow-up calls to your press list to ensure they
received and are aware of your release.
To write your press release, consider these
tips:
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News releases should begin with a short,
captivating, newspaper-style headline.
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Five questions should be answered in the first
or second sentence (the lead): who, what, when, where, and why.
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Write short sentences and short paragraphs
(about two to three sentences per paragraph).
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Paragraphs are in order of declining
importance. This structure permits an editor to cut the story from the
bottom up if space is tight and not lose important elements of the story. It
is also important to catch an editor's interest early by making the most
important and interesting points first.
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Give the exact dates of events. Use "Monday,
October 1, 2004" rather than "next Monday" or "tomorrow." Provide the
address as well as the name of a meeting place.
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Never editorialize within the text of a news
release. An opinion expressed in the release should be attributed to someone
through a quote.
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The name and phone number of the person whom
the press should contact with questions about the release should be in the
upper right-hand corner.
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Place the date of the release in the upper
left-hand corner. The date can be either for immediate release or embargoed
until a specific date, indicated with the title "For Release on Monday,
October 1, 2004" or "For Immediate Release."
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Type "###" under the last line of the release
(this is a standard symbol for indicating the end of a release).
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Before mailing or delivery, check carefully
for accuracy of content and typing.
To learn how your press release can support
the Campaign, click here,
tip Number 5. Contact us if
you would like assistance in reaching out to the press.
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