Using the Media to Publicize Your Group
Getting the word out is important to any group. Generating publicity about issues that affect people who have children with special needs help shape public opinion and ultimately, decision-makers. Policymakers and community leaders often read the editorial pages to assess public opinion. Utilizing editorial pages and press releases are an effective way to persuade decision-makers and the public to your point of view. Using the media as a tool can be very helpful. Before you contact the media be sure you are prepared to talk about your positions, goals and strategies. If you decide that you are ready to use the media tool, two of the most effective formats are press releases and letters to the editor.
Editors report that more than half of their stories are prompted by press releases. However, you need to bait your hook well to get a response. An effective news release should be interesting and newsworthy, as well as clear, concise, accurate and to the point.
Formatting a Press Release
Your headline should be four to six words that summarize the story. This sentence should be able to stand alone as a summary.
Try to answer who, what, where, and why in the first two or three sentences. Keep the rest of your sentences short and simple. Most press releases can be written in one page or less.
Don’t use acronyms and identify everything clearly and state who you are and what you do.
Be accurate and don’t exaggerate. Double check your facts.
Send your release to the specific editor or reporter covering your “beat”. If you don’t know who covers your issue, call the newsroom.
Letters to the Editor
Many newspapers are eager to publish these letters in part because they are very popular with their readership. However, getting published is competitive.
Keep your piece tightly written. Repeat your main message in the first and last lines.
Make sure you stick to the facts and avoid personal attacks.
When you do get publisher, make copies of your letter and include them with information sent to elected officials.
General Media Tips
Be a credible source. Use reliable information or you will not be contacted in the future and your information will not be used.
Identify “point” people (columnists, pages editors, and beat editors). Make personal visits and develop an accurate media list with names, addresses, phone numbers, and the topics they cover.
Respect deadlines. Reporters often work on short turnarounds.
