Transcript Making the most of the media - Amnesty International Australia

Making the most of the media
Caroline Shepherd & Amanda Atlee
Media and Public Affairs Coordinator
How Amnesty International Engages with the
Media
▪ AI International Press Office
▪ AIA 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
Getting Started
Media should always be factored into campaign planning from the get go!
▪ What’s 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 International’s 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.
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 group’s 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
News Values
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Impact : How big a deal is this?
Timeliness: If it is not NEW, it’s not news
Currency: is it relevant to current issues or trends?
Proximity: People are interested in what’s 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
Local media needs:
Newsworthy content:
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Accurate
Locally relevant
Entertaining
Within deadline
Someone to say it:
▪ Local spokesperson
▪ Articulate
And images!
Getting into the media
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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
Skills for successfully working with the
media
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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
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
Expectations
From Groups:
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Appreciation!!
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Not all groups will want media support and not all media will want to support our groups / activities
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But you will get stories up and you will have impact
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You will develop relationships with a range of activists - most important part of the role
From Staff:
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Appreciation!!
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Your local CO/ASC will support you in regards to the region, groups, activities
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Caroline and Amanda will support you in regards to media work, training, contacts
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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:
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To demonstrate behaviour appropriate to Amnesty International
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To be committed and reliable for a period of 3 months (provide notice whenever this is not possible)
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 4 - Contact the Media
Team for support or approval
for media releases.
MEDIA TEAM
(CAROLINE & AMANDA)
REGIONAL TEAM
You can also get a list of media
contacts for the area that you
are working on.
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.
Others will be general
information nights, meetings or
the start of a new group.
MEDIA
VOLUNTEERS
Step 5 - Confirm media release
with the Local Groups including
any quotes.
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
MEDIA
VOLUNTEERS
MEDIA
VOLUNTEERS
ACTION
GROUPS
ACTION
GROUPS
PUBLIC
STUNT
ANNIVERSARY
LETTER
WRITTING
INFO
NIGHT
ACTION
GROUPS
NEW
GROUP
FILM
NIGHT
PUBLIC
DEBATE
ACTION
GROUPS
STALL
INTERESTING
MEMBER
Work with them to contact the
local media outlets and secure
media coverage of their
activities.
FUNDRAISING
NIGHT
Writing a Media Release
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Scope out events (via Tally) or your regional office
Discuss events with Action Group, have they considered approaching local media?
Would they like support? Take some quotes
Create media release
Find out where and to who you should send it
Contact the Media team for support in writing the release, for approval and any
contacts
Send the release via email, post or fax – either yourself or the local group
Make sure you get the timing right
Make a follow-up phone call
Writing a Media Release
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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?
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]
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
Creating a scene
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Come up with an image
Celebrity power
Timing & Hooks/ what’s 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
What to do when the media calls
DON’T 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
Guidelines for calling radio or for phone interviews
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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. Don’t 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?
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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.
Be effective online
▪ Monitor local media
▪ Familiarise yourself with news websites
▪ Utilise social networks and blogging
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http://theguardian.com/au
http://www.abc.net.au/news
http://www.sbs.com.au/news/
http://www.smh.com.au/
http://www.theage.com.au/
http://www.theaustralian.com.au/
http://www.mamamia.com.au/
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/
▪ The Activist Portal https://sites.google.com/a/amnesty.org.au/aia-activist-portal/
▪ Latest News http://www.amnesty.org.au/news/
▪ Handouts and Q & As on campaigns
Thank You!
[email protected]