WORKING WITH THE MEDIA
Communications
The National Democratic Institute
INTRODUCTIONS/
GROUND RULES
• Introductions
• Ground rules
• Ice breaker exercise
Photo: Amy Hamelin, NDI
WORKING WITH THE MEDIA
OBJECTIVES
• Identify benefits of and strategies for
engaging media
• Learn how to prepare a media strategy
and gain coverage of your message
• Understand media bias and attacks and
how to respond
TOPICS
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Definition and forms of media
Media relationships
Media strategies
Tips and tools to gain coverage
Media bias
Negative attacks
WHAT IS MEDIA?
Photo: Susan Markham, NDI
KEY TERMS
• Editorial (Op-ed)
• Media bias
• Other terms?
Photo: Caroline Hubbard, NDI
PRINT MEDIA
• Newspapers
• Magazines
• Newsletters
ELECTRONIC MEDIA
• Television
• Radio
Photo: NDI
SOCIAL MEDIA
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Facebook
Twitter
YouTube
Personal/organization
website
INFORMAL MEDIA
Word of mouth
Pamphlets/flyers
Loudspeakers
Special events
Community
meetings
• Walk-abouts
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Photo: Amy Hamelin , NDI
MEDIA RELATIONSHIPS
• Why media relationships?
• How do we establish them?
DEVELOPING A
MEDIA STRATEGY
• Involve others
• Goals/objectives
• Message
• Target audience
• Media opportunities
• Resources
• Be flexible!
EXERCISE: DEVELOPING A
MEDIA STRATEGY
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Goal?
Message?
Target Audience?
Resources?
Relationships?
Photo: Amy Hamelin , NDI
GAINING MEDIA ATTENTION
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Supply photos, sound clips, video
Appeal to their audiences
Tell a “newsworthy” story
Link to current news
Time special events carefully
PREPARING A PRESS RELEASE
• Who?
• What?
• When?
• Where?
• Why?
Best Practices:
 Be Brief
 Follow up!
PRESS CONFERENCES
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Location
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Photo/video
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Lighting and
sound
Copies of
documents
Advance notice
Photo: NDI
WRITING EDITORIALS
Photo: Shiho Fukada for The New York Times
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Own your
expertise
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Stay current
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Respect the
reader
Go for good
Be creative
Use plain
language
EXERCISE: MEDIA STRATEGY
CASE STUDY
• Plan press event
• Develop press release
• Convince reporter to cover the
event
MEDIA BIAS
• Gender discrimination and
sexism in coverage
• Reversibility test
• Unequal air time
PREPARE FOR NEGATIVE
ATTACKS
• Anticipate attacks
• Assess vulnerabilities
• Have a plan
Photo: www.pixabay.com
Under attack? Stay on message!
HANDLE NEGATIVE ATTACKS
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Deny
Admit and explain
Admit and apologize
Admit and compare
WORKING WITH THE MEDIA
REVIEW
Identify media outlets and develop
relationships
Develop media strategy
Gain coverage by using tools
Identify media bias
Prepare for attacks