(Earned Media)
Attention from the media leads to attention from the public and from legislators. Therefore, it is important to make your bottle bill campaign as news-friendly as possible. Get to know the reporters at various media outlets. Press releases should be short, well written, and have quotes from various heads of organizations, elected officials, etc. Media events need to be creative. You want to capture the interest of reporters, editors, and ultimately the public.
Establish a relationship with reporters.
- Don't wait for reporters to call you. Reporters like to be kept "in the loop".
- Call reporters at your local paper(s) when you are sending a press release or holding a press event.
- Always ask if the reporter is on a deadline and never call in the late afternoon unless you have to.
- Provide them with facts, not opinions.
- Keep your comments short and to the point.
- Don't say anything you don't want quoted.
- Ask if the reporter will tell you what he/she is using as your quote(s.) Some will tell you, others will not.
Put out press releases.
A press release is essentially a news article that you write yourself and send to the media to alert them of a newsworthy event, release of a report, etc. It should convey a few straightforward ideas, staying on the message of your central campaign, but that make up truly new information the public should be informed of. For more information, see the...
Then check out the sample press releases:
- Example: Press Release for introduction of Sen. Nuciforo's (MA) expansion bill 6/13/03
- Example: Press Release for New York Bottle Bill Poll 2/12/04
Hold media events.
A media event is more likely to be covered by the media than a press release. It is also much more involved and difficult to coordinate. Always send out a media advisory several days before the event. Be sure and put the event on the Associated Press daybook. If at all possible, have visuals, to increase your chances of getting tv coverage and or a photo in the newspaper. Media events can attract the public as well. Sometimes a public event becomes a media event and vice versa - so you get two for the price of one!