MASTERING THE MEDIA SOAR - McKnight Foundation 2009 Minnesota Workshop Mastering the Media: Workshop Overview Day 1 Understanding how the media thinks and works How do generate positive news coverage and respond to negative stories
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SOAR - McKnight Foundation
2009 Minnesota Workshop
Good news stories contain:
Journalists look for:
Gathering information before the interview about the interview will help ensure its success! Find out answers to the following questions:
The four Cs of developing messages:
Question: There are extremely high rates of unemployment among refugees here and most are on welfare. What do you say to critics who say refugees are a burden to the community.
Short Answer: Times are clearly difficult for everyone and jobs are scarce.
Bridge: But what’s important to note is that
Key message: Refugees don’t have the luxury of waiting for the economy to improve. Resettlement saves lives, it’s one of the country’s most of the noble traditions and it would be a real shame to compromise our values because of a recession. We’ve weathered economic storms before and we’ll do it again. Refugees have always been an asset and even an economic engine to communities if given the chance and some basic tools.
For when you simply can’t talk about something.
Ask reporters to change the name,obscure the visual identity and/or refrain from citing the exact location of any beneficiary who is: