Making the most of the media Caroline Shepherd & Amanda
Atlee Media and Public Affairs Coordinator
Slide 2
How Amnesty International Engages with the Media AI
International Press Office AIA Australia media office SydneyAIA
Australia media office Sydney Community Organisers, Branch
Committees, Office Volunteers & Activists help drive regional
media coverage AIA Media Office is available to assist with
training, resources, contacts and practical advice
Slide 3
Getting Started Media should always be factored into campaign
planning from the get go! Whats the value of contacting local
media? It brings human rights issues to the attention of the people
who might not have heard about them It generates support for
Amnesty Internationals campaigns. It attracts new members. It
raises funds. It spreads the work of Amnesty International
throughout the whole country. It can inject important human rights
messages into local debate and can help change community attitudes
and perceptions.
Slide 4
News Values Why would my audience care about this? News Values
are the key ingredients that make up a good news story EXERCISE (5
MINS) Think of a potential news story in your area; a local groups
event? An anniversary? Something outlandish? Try to cover off who,
what, when where and why - then; Plan the headline Plan the first
paragraph Plan the Photograph
Slide 5
News Values Impact : How big a deal is this? Timeliness: If it
is not NEW, its not news Currency: is it relevant to current issues
or trends? Proximity: People are interested in whats in their local
environment. Novelty: The unusual or unexpected. Dog biting man is
dull, man biting dog is in the news. Prominence: Names make news
Human Interest: The story of one person can be the hook for the
larger issue. Conflict: Controversy and open clashes are
newsworthy
Slide 6
Local media needs: Newsworthy content: Accurate Locally
relevant Entertaining Within deadline Someone to say it: Local
spokesperson Articulate And images!
Slide 7
Getting into the media Objective Why are you doing this?
Targets Who do you want to reach? Message What one key point do you
want to get across? ESSENTIAL: Local Angle Is there a link between
your story and local setting
Slide 8
Skills for successfully working with the media Be easy to
contact Always give a response Be familiar with Amnesty
International Get to know the media Get to know the local
journalist Be reliable and trustful Be newsworthy and write
newsworthy Be accurate Provide helpful service Do not beg Plan
ahead Be mindful with the deadlines and program times
Slide 9
How we can improve our local media Strengthening our Grassroots
through Community Organising Our strength is our activists
Empowering our activists to be ambassadors of Amnesty in their
local media YOU GUYS! Eyes and ears in your local regions looking
out for potential media stories Building relationships with
activists and providing support / training where necessary Liaising
with regional structures e.g. Community Organisers, Activist
Support Coordinators, Branch Committees and other volunteers
Keeping our log up to date to reduce double ups Liaising with our
website team to improve online stories Potential to write blogs and
opinion pieces
Slide 10
Expectations From Groups: Appreciation!! Not all groups will
want media support and not all media will want to support our
groups / activities But you will get stories up and you will have
impact You will develop relationships with a range of activists -
most important part of the role From Staff: Appreciation!! Your
local CO/ASC will support you in regards to the region, groups,
activities Caroline and Amanda will support you in regards to media
work, training, contacts Relaxed and friendly working environment
Support the development of your existing media skills and
knowledge, develop your confidence and experience and explore
future work and career options What we expect from you: To
demonstrate behaviour appropriate to Amnesty International To be
committed and reliable for a period of 3 months (provide notice
whenever this is not possible)
Slide 11
ACTION GROUPS MEDIA VOLUNTEERS MEDIA TEAM (CAROLINE &
AMANDA) Step 1 - Amnesty Groups all around Australia will be doing
various events every week. Some will be centred around specific
campaigns such as the Afghan Women Rights, Refugees or Individuals
at Risk Others will be general information nights, meetings or the
start of a new group. Step 3 - Chat through with the Regional Team
what groups you've been talking with and any events you've picked
as potentially news worthy. Also ask the Regional Team for a
history on the group, i.e. whether they've had much media coverage
before, any interesting members to flag or any past media mishaps.
Step 2 - Research on a regular basis on groups upcoming events.
This will be proactive work - so you will be looking at the group
events schedule and getting all the details of the events as well
as talking to the Regional team on what they're working on. MEDIA
VOLUNTEERS Step 4 - Contact the Media Team for support or approval
for media releases. You can also get a list of media contacts for
the area that you are working on. Step 5 - Confirm media release
with the Local Groups including any quotes. Work with them to
contact the local media outlets and secure media coverage of their
activities. REGIONAL TEAM MEDIA VOLUNTEERS ANNIVERSARY LETTER
WRITTING INFO NIGHT NEW GROUP FILM NIGHT PUBLIC DEBATE STALL
INTERESTING MEMBER PUBLIC STUNT FUNDRAISING NIGHT
Slide 12
Writing a Media Release 1.Scope out events (via Tally) or your
regional office 2.Discuss events with Action Group, have they
considered approaching local media? Would they like support? Take
some quotes 3.Create media release 4.Find out where and to who you
should send it 5.Contact the Media team for support in writing the
release, for approval and any contacts 6.Send the release via
email, post or fax either yourself or the local group 7.Make sure
you get the timing right 8.Make a follow-up phone call
Slide 13
Writing a Media Release KISS (Keep it Simple Stupid) SEX
(Statement Explanation Example) The inverted pyramid The 5Ws WHO is
doing it? WHAT is happening? WHERE is it happening? WHEN is it
happening? WHY is it happening?
Slide 14
Media Release Exercise Write a headline and lead for the
Gippsland Group film event About the event: Come to our Mother Fish
screening When: Friday 13 May 2014 8:00 PM Where: Courthouse
Theatre, 66 Tyers Street, Stratford, VIC, 3862 Cost: $10 Contact:
Dianne Contact: Dianne [email protected][email protected] Have we forgotten about the
plight of those who arrive in Australia by boat? Who are they?
Where have they come from? Why have they had to leave their homes?
What is it really like being on a leaky boat in the middle of the
ocean? Join us for a special screening of 'Mother Fish', the story
of four refugees fleeing Vietnam in 1980. See the refugee journey
from the eyes of an asylum seeker. There will be opportunities to
learn the real facts about asylum seekers as well as what you can
do to support refugees
Slide 15
Creating a scene 1.Come up with an image 2.Celebrity power
3.Timing & Hooks/ whats happening at the time in the news Tips
for events: 1.Photo opportunities 2.Venue 3.Start the event on time
4.Welcome people 5.Assign a spokesperson 6.Follow up with
media
Slide 16
What to do when the media calls DONT ANSWER? HANG UP STRAIGHT
AWAY? MUMBLE INCOHRERENT ANSWERS? Maybe try Avoid doing the
interview on the spot Find out about the journalist Find out about
what the journalist wants to talk about Find out about what the
journalist knows Get back to the journalist quickly Ask them their
deadline
Slide 17
Guidelines for calling radio or for phone interviews Prepare
talking points. Write down the three key messages you want to get
out, and keep it in front of you. Keep it punchy. You may only have
a few seconds on the air. Your prepared messages should be punchy
and convey your message in a short time. Allow for more time. You
should also prepare some additional points to make, in case you are
allowed to keep talking. Stay polite and calm. Talkback hosts and
other callers often express very strong opinions. Dont be afraid to
disagree with them, but remain calm, and always keep to the AIA
messaging on that topic Be anecdotal. Tell a story, use an analogy
or describe the case of an individual to illustrate your key point.
What do you want to happen as a result of this interview? Be
specific and use positive terms. What do you need to say to
motivate your audience to achieve your aim?
Slide 18
Guidelines for Letters to the Editor Keep it short and succint.
150-250 words are ideal. Keep it clean. By all means be clever and
use your words in attractive or emphatic ways. But don't be abusive
or crude. Break it up. Compose your letter in short paragraphs.
This gives the reader visual breaks, making it easier to read and
understand. Keep it newsy. Most published letters are in response
to stories the newspaper has run. Write simply. Remember that even
if you know all about the subject the general readership may not.
Include contact details. Always put your full name, address, phone
number and email address. Be picky. Don't write in every day, or
respond to every issue. Pick your issues and make sure they are
relevant to your cause. Revise and edit. As with any written items
that are for public consumption, you need to read, re-read and
revise, tighten and focus your letter on the messages you want to
get across.
Slide 19
Be effective online Monitor local media Familiarise yourself
with news websites Utilise social networks and blogging
http://theguardian.com/au http://www.abc.net.au/news
http://www.sbs.com.au/news/
http://www.smh.com.au/http://www.smh.com.au/
http://www.theage.com.au/http://www.theage.com.au/
http://www.theaustralian.com.au/http://www.theaustralian.com.au/
http://www.mamamia.com.au/http://www.mamamia.com.au/
Slide 20
Know your Amnesty facts and positions Doing media work on
behalf of Amnesty means answering questions about the organisation.
Find important facts and figures in: The Amnesty International
Report http://thereport.amnesty.org/http://thereport.amnesty.org/
The Activist Portal
https://sites.google.com/a/amnesty.org.au/aia-activist-portal/https://sites.google.com/a/amnesty.org.au/aia-activist-portal/
Latest News
http://www.amnesty.org.au/news/http://www.amnesty.org.au/news/
Handouts and Q & As on campaigns