Media Advocacy Tips

The ability of the right wing to win in elections is based on a strategy of deception and stealth. Our job is to expose voters to the truth so that they can make informed decisions when they answer ballot questions. Good research into the groups we are fighting, voter attitudes regarding the issues, and well informed analysis of the groups of persuadable voters we want to reach are critically important.

WHAT IS THE NEWS?

• Release area hate crimes reports
• Announce campaign to fight anti-gay initiatives
• Opinion makers support gay and lesbian rights
• Right wing uses deceptive tactics
• Legal experts examine impact of anti-gay initiatives
• Religious leaders initiate campaign to end discrimination
• Business group releases study of economic impact of discrimination
• Labor opposes anti-gay and lesbian discrimination
• Gay and lesbian families become more visible

WHAT ARE THE MESSAGES?

Our opponents are seeking special rights: the right to discriminate and create a second-class group of citizens, and the right to violate separation of church and state by legislating their form of Christian morality. For example, a news story about an anti-gay referendum attempting to amend a constitution to exclude gay men and lesbians from civil rights protection might have the following key messages:

A. Measure # 5 is an amendment to the bill of rights of the constitution to unfairly promote discrimination for the first time in history. The measure, which will appear on the May ballot, legalizes discrimination in employment, housing, restaurants and public accommodations for reasons not relevant to job performance or ability to pay.

B. The sponsor of the measure is a fringe religious extremist group which hopes to impose discriminatory and unfair laws limiting citizens rights based on perceived sexual orientation. (Be prepared to prove it or don't say it!)

C. Reasonable and fair minded people are in opposition to this discriminatory measure.

D. Please Vote No On Discrimination. Vote No On # 5.

WHO IS THE MESSENGER?

A. When attempting to communicate the idea that your opposition is a fringe religious extremist group, it is always best to use Christian clergy and other religious leaders to convey that message. Religious leaders who are opinion leaders in the broader community will be seen as authorities on who is and is not "fringe" or "extreme" within the religious community. Additionally, the involvement of religious leaders will inoculate you from one of the right's traditional tactics, which is to say that you are discriminating against or bashing Christians.

B. Don't hide. The community will know that the issue before them concerns gay and lesbian people. There is no reason to pretend otherwise. However, it is important to demonstrate that gays and lesbians are not alone, and that discrimination is an issue for the whole community, no matter who is most directly affected. The right will try to create the impression that only gays and lesbians are affected by their discriminatory campaigns. We must prove them wrong, and give heterosexual people role models who can help create the social space for them to "come out" in support of our rights.

C. You must appear more reasonable than your opposition if you hope to convey what undecided and persuadable people will accept as truth. Remember that homophobia is based in fear Qthe right wing is relying on us to provoke fear in order to reinforce their message. Don't be scary!

THE PRESS KIT

• Press Release including who, what, where, when, and why, (the five W's), background on the issue, and pithy quotes
• Fact Sheets on the referendum, including legal/economic impact statement on issue with gee-whiz numbers to establish credibility
• Fact Sheet on your organization and its purpose/programs
• Background Sheet on who your opposition is with documentation
• Contact names and numbers of your spokespeople
• Press clips from previous newspaper stories, editorials
• Statements of Support, list of endorsements from other groups or officials

Media Advisory: If you are doing a press conference or visibility event (e.g., demonstration, candlelight vigil), send a media advisory out at least one week before to invite reporters. The short advisory should inform reporters and assignment editors of the time, place and purpose of the event (the Five W's).

THE MEDIA

• Identify key reporters, editors, producers, assignment editors, beat reporters, editorial writers, etc. in your area.

• Make a list and update it frequently. Keep a computerized database with mailing label printout capability. List should include name, phone number, fax, address, interest area.

• Don't Forget:
  • 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 radio and newspaper)
  • Neighborhood" mini-papers; alternative press
  • Specialty media (Black, Women, health, legal, unions, religious, etc.)

• "FLAK" the media; i.e., call them, fax them, visit them, meet with key reporters for one-on-one backgrounders, schmooze them, cajole them to cover your news.

• Place spokespersons on radio and TV talk shows. Try to get "advance" articles to appear before the actual event. If it's a public event or demonstration, don't forget the newspaper calendar sections. Arrange for meetings with editorial boards of newspapers and other media. Place editorials or opinion pieces. Often these are the most read items in the newspaper.

THE PRESS CONFERENCE

• Schedule your press conference for around 10 or 11 a.m. Schedule press conferences early or mid-week (Tuesday/Wednesday). Avoid Monday, Friday, or on a weekend.

• Location should be large enough to accommodate reporters, microphones and TV cameras, as well as speakers' table. Set up speakers' podium at front with rows of chairs for reporters. Leave space in back for cameras.

• Have media sign-in table and log at front door; hand out press kits.

• Have representatives of other supportive organizations back you up. Just make sure you stay in control of the message.

THE SPEAKERS PANEL

• Remember diversity. Feature speakers that represent the diversity of your group and the community honestly.

• 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. Remember to demonstrate bi-partisan support in election campaigns.

• To enhance 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. Remember, don't present a survivor of an anti-gay/lesbian attack to speak as an expert on discrimination unless he or she happens to be an expert, especially in a campaign situation. An election is a contest in which you and your opponent will be using free media to send out contradictory messages. In order to win, you must be clearer, simpler, and more direct than your opposition.

• Ask reporters to hold questions for the end.

• Opening speaker should present news and key messages.

• Identify speakers; include list ("bio sheet") of speakers and their titles in the press kit.

• Keep statements very brief Qfive minutes maximum. Give lots of pithy, quotable "soundbites." 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, video clips, etc., but don't let them dominate the press conference.

• Keep to the truth! False information will destroy your credibility with the news media, which is the basis of your relationship.

• Don't talk in paragraphs! On radio and TV, time is the big factor; in newspapers its space. This means you must be brief and to the point.

• Let the news report the news. If you're initiating a story, give all the news media a chance to report on it before you do so yourself. News is only news when they get to report on it.

• Everything is for the record. A reporter is always working, even in social situations. In other words: don't say anything you don't want to read in the paper. If you wish to speak "off the record" it must be made clear from the start.

• Plain talk for plain people. Persuadable people come from all walks of life. Many people don't understand partisan or culturally based rhetoric. Plain talk is always best.

• If you don't know, just say so. Don't guess. Say you don't know and offer to get an answer by a specified time - THEN DO IT!

• Talk to the reporter. You look goofy if you look directly into the camera!

• Know deadlines. All news media operate on deadlines. Your news won't get out if you miss deadlines.

• Keep to one story. Don't go off on issues not directly related to your major points. You confuse reporters and destroy your credibility by being unfocused or soap boxing too much.

• Think about your answers. Don't allow yourself to ramble about things the media finds uninteresting or unrelated.

• "No comment" is the worst comment. It implies you're hiding something. Instead, use those times when you cannot comment further as opportunities to restate your most important points.

• Respond to reporters' questions, don't simply answer them. Take the question as an opportunity to restate your key messages and fold in a critical point or soundbite.

• Be prepared. Don't be set up! Don't be misled by false smiles. Be on guard. You never know what the next question will be. For self-confidence, try to rehearse a list of likely questions, and be ready to answer every one.