Using the Media without being used by the Media: Basic tips for NGOs

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Using the Media without being used by the Media
Basic tips for NGOs

• Rick Lines
• Canada
• Riga, Latvia April 2003

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The Media Friend or Foe?

• Media works on its own agenda
• Challenges for NGOs
• Determining how and when it suits your interests
  to utilise the media
• Determining how to make your message appeal to
  that agenda
• Keeping control of your message once you have
  entered into the media
• Using the media, while not being used by the
  media

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Media Opportunities

• Television
• Radio
• Newspapers (local, regional, national)
• Magazines and Specialty Publications

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Media Interventions

• Re-active
• Media approaches you for comment on an issue
• An issue appears in the media that you feel a
  need to comment on
• Pro-active
• Highligting an issue of importance to you
• Highlighting an event or campaign of your own
• Using media within a broader advocacy strategy

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Media Interventions

• Press release
• Media Event (press conference, demonstration,
  etc.)
• Letter
• Opinion piece
• Contact individual journalists

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Media Decision-making 4 Rules

• Your objective is not to get your name in the
  media. Your objective is to make a positive
  impact on the issue in question.
• Know what you want to say
• Know why you want to say it
• Know who you are saying it to
• Know how you want to say it

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1. Know what you want to say

• Do I have something relevant to say on this
  issue?
• What are the key messages I want to get across
  (no more than 3) through the media?

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2.Know why you want to say it

• What is my objective in speaking with the media
  on this issue?
• What is the potential benefit to my
  organisation/constituency?
• How can this media opportunity be used to advance
  the broader goal(s) of my organisation?

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3. Know who you are saying it to

• Who is the target audience for my message
• Media
• Politicians/Policy makers
• Client group/supporters
• General public
• All of the above
• What is the political perspective of the media
  outlet/journalist?
• Print? Radio? Television?

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4. Know how you want to say it

• How can I best promote my key messages?
• What communication strategies will have the
  biggest impact?
• What language, images, stories, and examples will
  I use to illustrate my case?
• Rehearse!

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Developing a Media Strategy 10 Basic Tips

1. Consider most appropriate interevention for the
   issue at hand.
2. Choose best time to maximise your media coverage.
   
3. Develop a list of key media outlets and
   journalists.
4. Develop a newsworthy angle.
5. Write a concise and newsworthy media release and
   distribute it.

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Developing a Media Strategy 10 Basic Tips

1. Use real stories and people to illustrate your
   issue.
2. Do your homework.
3. Do their homework, too.
4. Practice. Practice. Practice.
5. Evaluate and assess your success.

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Using the Media without being used by the Media
Basic tips for NGOs

• Rick Lines
• ricklines_at_yahoo.com

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