This fact sheet presents tips, in outline form, for developing and executing an 
effective media campaign around hate crimes.  Use these tips when planning
press visibility for your anti-violence report.  For in-depth training in media
relations, attend NGLTF's Creating Change Conference media advocacy workshops
(call 202-332-6483, ext. 3304, for more information). Or call Robert Bray,
NGLTF grassroots media trainer, 415-552-6448 or 202-332-6483, ext. 3358.


(1)	Identify The News

	--Hate crime report released.
	--Dramatic increase in bashings, other incidents.
	--Announce initiative to combat anti-gay violence
 		Examples:
		--Pass local or state hate crimes law
		--Call for vigorous official response (mayor, governor,
                   university president, police chief, etc.)
		--Announce whistle/self-defense campaign
		--Unveil gay/lesbian anti-violence documentation project


(2)	What Are The Messages?

Shape your news into three or four key messages.  Refine and distill the
overarching news themes into concise, essential messages.  Return to and
emphasize the key messages over and over during interviews and in press 
releases.  For example, a hate crimes news story might have the following key 
messages:

	A. Violence and harassment against gay men and lesbians is pervasive 
and increasing in our community.  There is a shocking and dramatic surge in 
anti-gay/lesbian violence.  The violence is occurring in the context of rising 
attacks against Jews, women and people of color.  All people, gays and lesbians 
included, have the right to live in society free from violence and 
victimization.

	B. We need a strong, official response to hate violence...the silence 
           must stop!  We advocate: 
		--Tougher laws against anti-gay/lesbian violence;
		--Recognition, condemnation and response by civic, political, 
                   academic, religious and other leaders;
		--Official monitoring of hate violence (e.g., local and state 
                   implementation of the Federal Hate Crimes Act).

	C. The gay and lesbian community is resisting violence.  We are 
           defending ourselves by: (Announce your plans...see #1, bullet 3).


(3)	The Press Kit and Media Advisory

	--The press kit should contain:
		--Press Release including who, what, where, when, and why (aka, 
                   the Five W's), plus pithy quotes.  Summarize the issue for 
                   reporters in the press release and write it just as if it 
                   were going to be printed verbatim (which it won't but a 
                   well-written release will reporters).
		--Fact Sheet on issue, with gee-whiz numbers and data.
		--Fact Sheet on your organization and its programs.
		--National perspective to support local issue.
		--Background Sheet on state or local legislative efforts,
		   pending or passed laws, history of issue, etc.
		--Contact names and numbers of other sources/groups (e.g.,
                   hotline numbers, agencies, supportive public officials, 
                   etc.).
		--Press clips from previous newspaper stories.
		--Statements of support from allied groups or officials.

	--Hand out the press kit to reporters at your media event.  Deliver the
           kit to key reporters before the event so they are familiar with the
           issue -- but get them to promise they won't "scoop" the news before 
           it happens.  Courier the kits to no-show reporters.  Keep extra kits 
           on file for future list.  Update stockpiled kits with new 
           information.

	--Media Advisory.  If you are doing a press conference or visibility 
           event (e.g., demonstration, candlelight vigil), send a media 
           advisory to invite reporters.  The short advisory should inform 
           reporters and assignment editors of the time, place, purpose and 
           participants in the event.  Mail or fax the media advisory to 
           reporters, producers, editors, assignment desks, wire service 
           managers, "daybooks" for local Associated Press (AP) and United 
           Press International (UPI), and other media sources at least one week 
           prior to event. 

(4)	The Media

	--Identify key reporters, editors, producers, assignment editors, beat 
           reporters, editorial writers in your area.
	--Make a list and update it frequently.  Keep a rolodex or computerized 
           database with mailing label printout capability.  List should 
           include name, phone number, fax, address of:
		--Major daily newspapers (local, state, metro, lifestyle, 
                   national sections)
		--Television network affiliates (ABC, NBC, CBS, CNN, PBS)
		--Cable television programming
		--Radio news programs and interview shows
		--Gay and lesbian press, including cable
		--Campus media (university newspaper and radio)
		--"Neighborhood" mini-papers; alternative press
		--Specialty media (Black, Women, health, legal, etc.) 	
	--Develop good working relationships with media: This Is Key!

(5)	The Press Conference and "Advance" PR

	--Schedule your press conference for around 10 or 11 a.m., early or 
           mid-week (Tuesday/Wednesday).  Avoid Monday, Friday, or on a weekend 
           (bad news days).
 	--Room should be large enough to accommodate reporters, microphones and 
           T.V. cameras, as well as speakers' table.  Set up table at front, 
           then rows of chairs for reporters, then space at the back for 
           cameras.
	--Have media sign-in table and log at front door; hand out press kits.
	--The Speakers Panel:
		--Remember diversity.  Present lesbians, people of color.
		--Pick articulate, "telegenic," media-savvy spokespersons best
                   qualified to speak on the issue.
		--Include non-gay authorities from other communities
                   (religious, civil rights, academic, law enforcement).
		--If you invite a politician, she or he must be given an
                   opportunity to speak, usually near the beginning.
		--To present human interest in the story, include a survivor of 
                   an anti-gay/lesbian attack, or a victim of discrimination, 
                   or a PWA, to either speak or be on hand for reporters' 
                   questions.  Manage this so it doesn't become an exploitative 
                   sideshow.  Reporters are usually sensitive and responsible 
                   around victims.
		--Ask reporters to hold questions for the end.
		--Opening speaker should present news and key messages.
		--Identify speakers; include list of speakers and their titles 
                   in the press kit.
		--Keep statements very brief.  Five minutes maximum.  	
		--Give lots of pithy, quotable "sound bites."  Example:  	
		    "The gay and lesbian community is under siege, 
                    battling an epidemic of hatred and violence."
		--Deliver your key messages over and over.

	--Decorate the press conference with your banner behind the speakers' 
           table or a podium logo in front of the lectern.  Use visual aids 
           such as charts, maps, figure blow-ups, etc., but don't let them 
           dominate the press conference.
	--Advance work:  Book spokespersons in advance on radio and T.V. talk 
           shows.  Try to get articles to appear before the actual event.  If 
           it's a public event or demonstration, don't forget the newspaper 
           calendar sections.  Place editorials or opinion pieces.


(6)	"Spin"

	--Spin means shaping and influencing the news coverage after the event.  
           How do you want the story to play out in the media?  In what 
           direction is it headed?  Suggest story angles to reporters; gently 
           push them and the story in your direction.  Work those reporters 
           with your key messages!


(7)	Staged Events

	--Same as a press conference, but more dramatic, visual and creative.  
           Have a microphone for speakers and a press sign area.
	--Stage the photo opportunity with good visuals in mind. Examples: 
           candlelight vigils; body outlines on the sidewalk ("A gay 
           man/lesbian was attacked here"); a giant whistle.
	--Counsel reporters on covering the diversity and balance of the crowd 
           (some reporters have a tendency to focus on just the extravagant 
           elements of our community or on the three anti-gay 
           counter-demonstrators versus the 300 activists).

(8)	Follow Up

	--Clip and videotape your coverage.
	--Follow up to thank reporters or correct inaccuracies.
	--Send clips with cover letter to local and state elected officials.  
           Lobby them with the media coverage.  Turn the pressure on with media 
           advocacy!


(9)	Some Do's And Don'ts

	--Never lie or mislead a reporter.  Never give out false or inaccurate 
           information to reporters.  Never wing it.  If you do not know an 
           answer to a question, find out and then get back to the reporter by 
           deadline.  They will respect you for this.
	--Media advocacy requires a compulsive attention to details.
	--Stick to your key messages.
	--Do call NGLTF grassroots media trainer Robert Bray for more 
           information (202) 332-6483, ext. 3358.
	--Do shape and influence public opinion about gay people.


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