media training national religious campaign against torture (nrcat) “spotlight on torture”...
TRANSCRIPT
Media TrainingNational Religious Campaign Against Torture (NRCAT)
“Spotlight on Torture” Initiative
Presented by Timi Gerson
FENTON | communications
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This training will give you the tools to… Get your message across by:
-Controlling the message with a frame and language that works -Finding the right messenger for your message
Get media coverage by:- Knowing who the media is and how to reach them-Giving the media what they need and following up effectively
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MEDIA TRAINING AGENDA
PART IFRAMING / MESSAGING
PART IILOCAL MEDIA RELATIONS
101
FRAMING /MESSAGING
General principles & NRCAT talking points
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Language
The language we use conveys more than the simple meaning of the words.
Language suggests the images that will be used to convey our messages.
Some words trigger an emotional response and conjure up feelingse.g. honesty, morals, deceit, freedom
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MESSAGING DOs DO: Imagine the headline! DO: Create appeal to emotions/values. DO: Use specific words & phrases that reinforce the
emotions/values you want to appeal to DO: Choose a messenger/spokesperson who
resonates with your audience. DO: Build your message into stories. Capture
hearts first, then minds. DO: Maintain message discipline – repeat, repeat,
repeat!
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NRCAT Frame
Torture is a moral, not a political, issue.
The “Spotlight on Torture” initiative is about faith congregations in all 50 states speaking out with one voice to say that torture is always wrong.
Right now, the Bush Administration is treating torture as a political issue – parsing language about what is or is not legal. Torture is a moral issue, a question of right and wrong, not of legal loopholes.
Young men and women from our country who are in places of conflict like Afghanistan or Iraq are profoundly affected by these abhorrent policies that condone torture – it puts them at even greater risk.
We will demand that the presidential candidates and our Representatives in Congress take swift action to undo the harm that has already been done and to repudiate torture in any and all forms.
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Good Types of Messengers/Spokespeo
ple Religious leaders (moral authority) Iraq War Veterans (personal experience) Individuals with family in Iraq (personal
connection) Unlikely suspects (former or current Bush
Administration supporters/conservatives; “first-time” activists) (unusual/unexpected)
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Speak in quotable sound bites
Repeat your message over and over. Every answer to every question should be some form of your message.
Remember that the person you are communicating with isn’t the reporter, but the people who will read the story the next day
Assume everything you say is on the record, even if the reporter is not writing it down.
Get Your Message Through
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REMEMBER: Your job is to get your message out, not answer reporters’ questions
EXAMPLE:
Q: “Are you/your congregation against the Iraq war?”
A: What I’m against is torture, in any form, in any place, for any reason, period. The Bush Administration wants to turn torture into a legal argument, but it’s not. It’s a fundamental moral question of right and wrong.
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USE FLAG PHRASES TO SIGNAL KEY MESSAGES
• “The bottom line is this: ...”
• “The most important thing about the “Spotlight on Torture” initiative is...”
• “The problem with the Bush Administration position on this issue is...”
• “If Americans should know one thing, it is…”
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It’s not your job to answer the reporter’s questions; it’s your job to deliver your message. If you don’t feel silly for saying the same thing over and over, you are not saying it enough.
Do not repeat the reporter’s words, phrases or frames. Use your own.
This is YOUR interview. You are their news source. They need you for the story.
Key Takeaways
LOCAL MEDIA RELATIONS 101:
Lay of the Land & What the Media Needs From You
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Local Lay of the Land:
Different Mediums Print (including wires)
Radio Television
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LOCAL PRINT
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WIRES
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LOCAL RADIO & TV NETWORK AFFILIATES
(ABC, CBS, FOX, NBC)
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Local Lay of the Land:Who’s Who in the
NewsroomPRINT
NEWSDESK: Assignment/Metro Editor Beat Reporter (religion,
education, politics) Bureau
Chief/Correspondent Photo Editor
EDITORIAL: Editorial Board Op-Ed Editor Columnist
RADIO AND TELEVISION
NEWSDESK Assignment Editor
(day before/day of)
Beat Producer (day before/day of)
Planning Editor (Long-lead or weekend events)
Pitching the Media:What do they need from
you?
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The Basics Press Advisory:
Your “invite” to the media to the central event/action
Contact person/media coordinator: The person/people who call the media
Spokesperson: (may be same as contact)The person/people quoted in the media
Press release: Your “article” on the event/action to hand out at the event and to send to media unable to attend.
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The Process:BEFORE THE EVENT
1. Assign media coordinator/committee2. Make Press List
Outlet, Newsdesk tel/email, individual reporter tel/email
3. Draft Press Advisory4. Send out Press Advisory
Via email 1-2 days before event to list5. Call all local outlets
1-2 days before event, after sending out advisory. Make sure they saw advisory, give them a short “pitch”. Update your press list based on calls
6. Draft Press Release
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The Process: DAY OF THE EVENT
1. Re-send press advisory the morning of event2. Follow up calls to television/radio3. Assign someone to meet/greet media at
event, hand out press release and guide reporters to spokespeople.
4. Send out press release immediately following event to everyone on your list
5. Report back to NRCAT national contact
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Pitching News Stories:“It’s the Follow-up,
Stupid” Practice makes perfect
Write it out: “Hi… this is Timi with the National Religious Campaign Against Torture calling to tell you about an event at XXXXXX congregation happening tomorrow. Do you have a second to talk?…”
Pitch in the morning and respect deadlines
For TV, state your visuals upfront
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More Bang for your Buck: “Other than the event”
ideas Submit an op-ed for publication
during the week of action by local leader
Email local columnists or local editorial board
Call In to Radio Shows to talk about this issue.
Questions & Answers