Accessing the Media

In nature, biologists point to the number and vitality of certain species as indicators of an eco-system’s health. In a democracy, it could be said that an indicator of the system’s health is the number and vitality of grassroots organizations.

Some grassroots groups seek to inform or educate, like those offering health services or literacy campaigns. Others work to motivate citizens to action — to attend a rally, vote, or lobby for legislation. Whatever the goal, however, an organization’s success depends in part on its ability to “get the word out” — and integral to any outreach effort is accessing the media.

The first step of any media campaign is to find out all you can about the variety of media outlets in your community; the options may astound you. Start with the Yellow Pages for basic media listings, and then go to the public library and look up who owns and operates each outlet in Editor and Publisher’s Yearbook and Broadcasting and Cable Market Place.

Despite the recent rush of technological advances known as the “information superhighway,” there are still three major types of media — newspapers, television, and radio. Although each operates differently, and accessing each requires a different approach, a few basics apply to all three.

The single most effective tool for reaching all media is the press release. Since this serves as an editor’s or news manager’s introduction to your group or event, the release should be well thought out and carefully conceived. When reviewing releases, most editors look for two things: timeliness (how current the news is) and newsworthiness (how important or unusual the news is). Editors also look for information that will help them identify which community of readers the news will most interest.

The format of a press release sent to the mainstream media should be simple and limited to one page. It should contain all the basic information — who, what, where, and when — as well as the name and phone number of a contact person.

Send the press release to the appropriate editor or manager, but don’t stop there. Get to know individual reporters, and send your release to them as well.

After you send the release, follow up with a phone call to confirm that it has been received; if you have a dated story, call the day of the event. Remember: News is hard to plan, so one phone call may red flag your event as a priority.

 

Although the ultimate goal of your organization may be to convince an editor to feature a story about your group and its activities, don’t overlook other ways of getting your story out. In newspapers, the best way to tell your story is in your own words — through op-ed pieces and letters to the editor.

Each newspaper has its own requirements for op-ed pieces, but most stress that they be short, between 200 and 300 words, and to the point. Be careful to focus on a specific issue — a column that serves as a commercial for your organization won’t get very far. Op-ed editors want to read about the relevance of your cause, not about how wonderful your organization is.

Similarly, keep letters to the editor short (about 50 words) and to the point. Most newspapers also require a signature, phone number, and address. Before you start writing, study your paper to learn what kinds of letters get printed. After you submit your letter, you might want to follow up with a phone call, but don’t overdo it. Newspapers are not required to print every letter, and as an editor once told me, “Persistence doesn’t always pay off.”

When getting the word out through newspapers, don’t forget about the alternative press, including community and weekly newspapers. Although they target smaller, more specific markets — from ethnic minorities and environmentalists to shoppers and suburbanites — the sheer number of non-mainstream publications magnifies your options tremendously. The basic theory here is: power in numbers.

Because these publications target specific audiences, focus your press release to make it relevant to each paper or magazine. Again, take the time to study the publication before you approach it with a story. Editors at alternative publications are just as inundated with press releases as editors at major dailies, but because their periodicals tend to advocate a particular point of view, it is often easier to convince them that your group is promoting a cause relevant to their audience.

Unlike daily papers, alternative weeklies are rarely blessed with a big staff of reporters, and their editors often use press releases as “filler” articles. That changes the rules for writing press releases. It often helps to call the editor to discuss your release, and offer to write it as a story tailored to the style and length the publication needs. Alternative editors are usually more accessible than those at daily papers, and more willing to meet with your organization and lend editorial support.

The alternative press not only helps target specific audiences, it also provides a pipeline to mainstream media. Reporters and editors at major media outlets subscribe to their alternative competitors and read them carefully, looking for story ideas and sources. If your organization gets coverage in a community paper, it can lend your group credibility and attract the attention of the major media — giving you a chance to shape issues and heighten awareness of your work.

Two years ago, for example, the bilingual weekly where I work received a flyer notifying residents of a minority community that a public hearing would be held to discuss the expansion of an Exxon gasoline facility. We contacted a local environmental group, researched the history of the tank farm, and discovered chemical contamination. A week after our story ran, the mainstream media picked it up and began to cover the issue. Public outcry increased, forcing state officials to work around the clock to assess the level of contamination. In February 1993, Exxon shut down the facility.

Community papers may be small, but they often carry a big stick. Accessing them can give your organization exposure that reaches well beyond your own community.

 

Network television reaches a large and diverse audience, but accessing that audience through the news department of your local network affiliates may prove difficult. Television news managers prioritize the news not only according to its timeliness, but to their ability to cover it — that is, how many camera crews and reporters are available at the moment. Nevertheless, some days are “slow” news days, and human interest stories take precedence. For most grassroots organizations, this is your chance.

Watch for weekly features, like regular reports on consumer or health issues. Because they are developed by a reporter and not mandated by an editor, such features tend to be less structured than breaking news coverage and more oriented to providing general information — making them an ideal avenue for your organization.

Above all, don’t forget about public service announcements (PSAs). Nonprofit organizations can qualify for free airtime, usually reserved by TV stations at dawn and after midnight. Some stations will even produce a free, 30-second announcement — especially if you can convince them your group has broad-based appeal. If you produce your own announcement, focus on the mission of your group — cleaning up toxic waste or improving education — not on the group itself. Each station has its own rules regarding PSAs, so call your station’s community service liaison for specifics.

While local network affiliates can provide access to a wide audience, the explosion of cable TV has expanded the availability and number of stations that provide the public direct access to the airwaves. The rules governing public access are determined by contract agreement between the franchising agency (usually your local government) and the cable company, so call to find out the guidelines in your community.

In most cases, public access allows organizations 30 minutes of free airtime. For groups lacking the expertise to produce a TV program, most stations offer training in basic video skills and provide free equipment and studio time to those who complete the classes. Studio time is often limited, however, and must be booked in advance.

The goal of public-access television — increasing the diversity of viewpoints and information on the air — naturally complements the needs of most grassroots organizations. The success of public access television is measured by the extent to which it is used by the community it was established to serve: namely you.

 

As with television, radio is a medium with a proven track record , of effectively reaching a large and diverse audience. With radio, however, it’s particularly important to examine not only what stations you have in your community, but how they are formatted. Most music stations, for example, have limited news departments and infrequent news reports that last less than five minutes. News and talk radio stations provide the most access; such stations generally employ a staff of reporters who cover particular beats, and they need reliable contacts in the community to effectively report the news.

Because radio is a medium of voices, news managers look for people who can speak about issues in a concise, interesting, and articulate way. If you have a conference to announce, a radio news manager may look at your list of guest speakers to see if you’ve invited someone they might want to interview.

Again, don’t ignore public service announcements. To turn your press release into free airtime, contact the marketing director at each station and be prepared to discuss not just the who, what, where, and when of your release, but the why of your cause. More and more radio stations cosponsor worthwhile community events, so be prepared to present a convincing argument that your cause will impact a diverse group of listeners.

Local talk shows — generally 30-minute programs that focus on a specific issue — also provide access to large audiences. Persuade the host to feature your group and send an articulate member of your organization to discuss your work and debate the issues with local callers.

Above all, don’t forget about public radio. Just like public access television, public radio is generally less restrictive than the mainstream media and tends to schedule some time during the day for discussion of community issues.

Regardless of the medium, grassroots organizations need to develop better personal relationships with reporters and editors. Don’t be afraid to meet with editors and managers to discuss your goals or present information on a specific issue. Remember: This is a reciprocal relationship. In order to do their job and cover the community thoroughly and fairly, journalists need to know who you are and what you are doing.

In short, they need you as much as you need them. Grassroots organizations must get the word out, and the media represent one of the best ways to reach a wide audience. Access them.