Working with the media is a key part of everything we do. For example, elected officials often perceive newspaper editorials as an indicator of public opinion, potential funders are often impressed by organizations that “make the news,” and news coverage informs the public about our issues. The way issues are presented by the media can have a powerful effect on public opinion. Because of this, effective media relations can often make the difference in the success or failure of a campaign.
The following pages offer practical tips for dealing with the media – from responding to questions and handling a “crisis” to proper television appearance and interview techniques. This Handbook does not address how to plan a media campaign or pitch stories to the media, but rather it focuses on how to be an effective spokesperson for your issue in the context of a campaign. In other words this handbook assumes that a campaign and component media message has been developed. This handbook provides tips on how to move the message.
Whether your encounter with the media takes the form of an editorial board meeting, a talk show appearance or a telephone interview, this guide will provide you with the knowledge and confidence to help you get your message across accurately.
