Dealing with the Media

Our chapter on mass media analyzes how public figures try to reach the public.  Here are some practical tips:

Strategy

• What do you want to say? 
• Whom do you want to reach? 
• How do you want them to react? 
• What resources are available to you? 

What is newsworthy?

• Niche story or general interest? 
• What geographic area would have an interest? 
• What beats and bureaus would cover? 
• Print story or TV story? 

Qualities of an effective message: SUCCES

• Simplicity
• Unexpectedness
• Concreteness
• Credibility
• Emotions
• Stories

Tactics

• Preparation 
• Murder boards
• Talking points: text, video
• Media lists (An example) 
• Media events 
• Press releases (AP contact)
• Daybooks
• Pitch calls