Using the Media

The power of the media is a tremendous asset when it comes to getting our message out to the public, and an educated, motivated public can create demand for change. In addition, media exposure can increase your legitimacy and clout within the community. Here are three ways to utilize the media to publicize our issues: the press advisory, the press release, and the letter to the editor.  

The Press Advisory

The purpose of a press advisory is to notify the media in advance about an event or activity.

The press advisory should explain the "who, what, where, when and why" of the event and should provide just enough information to entice reporters to cover your story. Be careful not to reveal your entire message; if you do, reporters may skip your event.

It is important to remember that press advisories are different from press releases. Advisories are meant to persuade the media to cover an event before it happens. The objective is to present your event as worthy of coverage; you want reporters to attend your event to get the whole story.

Note: One of the first steps in developing a media strategy is to build a media list. This requires some research on the web and on the phone to obtain the names and contact information for the media outlets in your area and the reporters and editors who cover relevant issues.

How to Use a Press Advisory Effectively

• Send the press advisory to your media list twice; one week before the event, and again two days before the event. Sending the advisory one week before the event allows you to make calls to reporters to "pitch" the event and the value of doing a story on your issue. Re-sending the advisory ensures that it stays on the "radar screen" of reporters and assignment desks. See tips for making Pitch Calls below
• If you do not know the specific reporter, send advisories to "Assignment Editor" at television stations and newspapers and to "News Director" at radio stations.
• Send advisories to wire services (such as Associated Press or Reuters) for inclusion in their "daybook" listing of events scheduled that day. For help identifying media outlets to send the advisory to contact Hope O'Brien at hobrien[at]phrusa[dot]org.
• Even if you know a reporter or news outlet is not likely to attend your event, send advisories. You may get a one-on-one interview or a wire service or pool may cover the event for the outlet. This is particularly true for radio stations, which are often short-staffed and have a significant amount of airtime to fill.

Format

Use a standard format for media advisories:

• Brief headline describing the event.
• Print "MEDIA ADVISORY" in the top left corner of the page.
• Provide contact names, phone numbers and e-mail.
• Highlight the date, time and place.
• Give a brief description of the purpose and format of the event, who will be speaking, and if there will be photo opportunities.

Media advisories should be no longer than one page. Indicate the end of the page by placing a "-30-" or "###" which are universal "end" symbols used by news outlets.

The Press Release

The purpose of a press release is to summarize and present your story, help the reporter frame your message accurately, and provide background information and quotes from the spokespersons. (See the Press Room for sample press releases and clips.)

How to Use

You should distribute the press release at your event; directly after the event, fax it to all contacts on your media list who do not attend.

In some instances, information you provide may require time to process. For example, you may cite statistics reporters will want to verify. In these instances, you can "EMBARGO" the information. An "EMBARGO" means that a reporter may read the information before your release date, but cannot make it public until the date and time noted. The terminology to use is: "HOLD FOR RELEASE - EMBARGOED UNTIL [DATE AND TIME]." This ethically binds the media to your restrictions.

Format

Use organizational letterhead

• Double spaced and one-sided
• One or two pages at most
• Brief headline
• Highlight the release date and provide contact names and numbers.
• Indicate page continuation by placing the word "more" in parenthesis at the bottom of the page.
• Indicate the end of the release by placing a "-30-" or "###", which are universal "end" symbols used by news outlets.
• Include a short blurb at the end about your chapter and mention that it is affiliated with PHR. Send us copies of your releases and clippings for the website.

Visit the PHR Press Room for PHR media contacts and sample press releases.

Making Reporter Pitch Calls

After sending an Advisory or Release make a "pitch call" to the media outlets to ask them to cover the event or story. Before making the call think about the answers to these questions:

• Why is this event newsworthy? Why should they cover it?
• What makes this event different unique?
• Are there important/interesting people they can interview? Why are they important/interesting?

After thinking through these questions write your pitch out and practice it. Here is an outline of what you should include:

• Introduce yourself and PHR
• Brief details of who, what, when, where
• One reason why they should cover the story
• Description of important/interesting person or visual
• Ask for a commitment to cover the story: "Can you make it to this important event?

Sample Reporter Pitch Call

Hi this is Pete Witzler with the Physicians for Human Rights Student Chapter at University of Cincinnati. We are an organization of health professional students committed to human rights and dignity for all people.

On Wednesday we are holding a documentary screening of "Standard Operation Procedure" at 7pm in Zimmer Auditorium.

The film discusses the evidence of systematic torture by US personnel of people in custody at Abu Ghraib, and the implications of that evidence.

After the film we will have a live online discussion with Errol Morris, the filmmaker.

Do you think you can make it on Wednesday at 7pm to cover this important event?

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