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The media & the message

The media & the message. Why bother? Media have:. Reach Ripple New audiences for your message Credibility Set the news agenda for others. What we will cover. How the media see their role How newsroom managers see communities Handling media inquiries

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The media & the message

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  1. The media& the message

  2. Why bother? Media have: • Reach • Ripple • New audiences for your message • Credibility • Set the news agenda for others

  3. What we will cover • How the media see their role • How newsroom managers see communities • Handling media inquiries • Putting your community on the agenda • Successful guest editorials • Letters to the editor • Insider tips

  4. How the media see their role • First Amendment (press) • Free speech • Independent • Rights bring responsibilities • The Fifth Estate • (Community service) • First Amendment (religion) • Reluctant to take sides • Lack knowledge • Pressure for profits

  5. How they see communities • Lack of ethnic diversity in newsrooms • Also a lack of religious diversity • Less religious than community at large • Interaction, institutional knowledge waning • Fewer feet on the street

  6. Handling media inquiries • Muslims are usually put in a defensive posture. • This frames issues in a negative light or in someone else’s terms. • Have an answer. • Use the opportunity to make one point.

  7. A key part of messaging is to change the existing realities. 2014 study by the Pew Research Center indicated that feelings toward Muslims are cooler than for most groups. It helps to put a human face with your message

  8. Getting on the agenda • Break the reactive cycle. • Establish relationships with journalists. • Appoint an ambassador. • Face-to-face meetings in both places. • Pitch good stories. • Object to poor coverage with patient firmness.

  9. Guest editorials (op-eds) • These are often longer and have a “head shot” • You can respond to an issue or advance one. • Your position makes you an expert and not just on religion. • An op-ed is: • A knowledgeable, informed argument. • NOT community news, a progress report, a press release. • Use your expertise. It is your strength. • Look for the guidelines.

  10. Letters to the editor • Look for the rules. • Follow them. Do not exceed the length. • Be prompt to be on top of the news. Use email. • Don’t be discouraged if you miss. Keep writing.

  11. Detroit Free Press letters • All writers must provide full name, full home address and day and evening telephone numbers. Letters should be 150 words or less and are subject to editing for length, accuracy and clarity. • Anonymous letters, photocopies, letters to third parties and letters to other publications will not be considered. Letters, opinion pieces and articles submitted to the Free Press may be published or distributed in print, electronic or other forms.

  12. Other methods • Media coverage of your events • You give up some control. • Expect to be misunderstood. • So, keep the message simple and clear. • Coverage can also be photo, video. • Be aware of columnists’ pet interests. • Use press releases.

  13. Insider tips • Submit news a week in advance. • Think of photo opportunities. • Monday is a slow news day. • Offer to link to the story or letter. • The media are click-crazy. • Events make news, but not those that are only of interest to only one community.

  14. Example: • Email excerpt from op-ed writer ArslanIftikhar @TheMuslimGuy: • “Please let me know when the article goes live and I will send out to my 30,000+ Facebook/Twitter followers…

Thanks again for this wonderful opportunity...Hope to do it again soon :)
 • Yours,
 Arsalan

  15. More insider tips • Talk to the right person, not just A person. • Do not call during news meetings (usually 2-4 p.m.) or broadcasts • Include contact information and be available. • Submit op-eds to just one media outlet at a time. • Have more than one person write to get around limits. • Try multiple contacts. No one is 100% successful.

  16. Writing in journalistic style • Put the news first. • Be extremely concise. • Use short sentences. Few are more than 30 words. • Few modifying words. Use good nouns and action verbs instead. • Read some news copy before you write yours. • The less they change, the more likely you are to get your message across.

  17. Finally, remember this: • Getting your message across is not good just for your community. It is good for helping all of us understand each other. • What you do is public service, too. • Thank you. • Joe Grimm |joe.grimm@gmail.com

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