Media 101 Understanding the tools for effective communication, building advocacy and policy change TFL Grantee and Partner...
Presentation Outline <ul><li>Purpose and Role of Media </li></ul><ul><li>Grantee & Partner Role in Media Relations </li></...
Purpose and Role of Media <ul><li>The media can shape public opinion </li></ul><ul><li>The media can influence policymaker...
Grantee and Partner Role in Media Relations <ul><li>Serve as local spokesperson  </li></ul><ul><li>Build and maintain a lo...
Media Monitoring <ul><li>Monitoring news channels is crucial </li></ul><ul><li>Check different news sources throughout the...
Responding to Media Coverage <ul><li>How should I respond to media? </li></ul><ul><ul><li>Letters to the Editor via email ...
Letters to the Editor <ul><li>Why write a Letter to the Editor? </li></ul><ul><li>Letters to the Editor are perhaps the mo...
Letters to the Editor <ul><li>When do I respond with a Letter to the Editor? </li></ul><ul><li>Respond to an editorial, ar...
Letters to the Editor <ul><li>Editors often call to verify the writer’s name, title, organization, phone number and the co...
Letter Writing Keys to Success <ul><li>Respond immediately </li></ul><ul><li>Refer to the story you are responding to </li...
Messaging Documents <ul><li>Your go to document for messaging </li></ul><ul><li>Ensures consistent statewide messaging </l...
An Intro to www.LetsBeTotallyClear.org <ul><li>Real Louisianans sharing their story on how secondhand smoke has affected t...
What Can I Do on the LBTC Site? <ul><li>Share your story and upload your photo </li></ul><ul><li>Write a Letter to the Edi...
So What’s Social Media ? <ul><li>A way for human beings to share information online </li></ul><ul><li>May not always be tr...
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Media 101: Understanding the Tools for Effective Communication, Media Advocacy and Policy Change

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  • Review of what will be covered in the presentation today
  • We can’t make the media do or say anything, nor can we prevent our opposition from getting their messages into the media. What we can do is make sure our messages and arguments are evidence based, better stated and make it into the realm of public opinion more often than our opponents.
  • Discuss
  • Discuss
  • Discuss
  • Discuss
  • Note: Some papers call this section Letters, Letter to the Editor or Opinions
  • Emphasize the importance of proofreading, and what can happen to credibility if there are mistakes.
  • TFL is providing all grantees and partners with up to date statistics and facts related to your disparate group and tobacco. Turn over to Marigold Pascual and introduce Message Mapping.
  • TFL is incorporating aspects of social media into this year’s policy strategy to raise awareness of the issues and to build advocates for policy change.
  • Media 101: Understanding the Tools for Effective Communication, Media Advocacy and Policy Change

    1. 1. Media 101 Understanding the tools for effective communication, building advocacy and policy change TFL Grantee and Partner Training
    2. 2. Presentation Outline <ul><li>Purpose and Role of Media </li></ul><ul><li>Grantee & Partner Role in Media Relations </li></ul><ul><li>Media Monitoring </li></ul><ul><li>Responding to Media Coverage </li></ul><ul><li>Messaging Documents </li></ul><ul><li>Intro to Let’s Be Totally Clear.org </li></ul><ul><li>So What’s Social Media? </li></ul><ul><li>Q&A </li></ul>
    3. 3. Purpose and Role of Media <ul><li>The media can shape public opinion </li></ul><ul><li>The media can influence policymakers </li></ul><ul><li>Our goal is to generate POSITIVE messages in support of TFL’s work in tobacco prevention & control </li></ul><ul><li>Helped pass and defend the Louisiana Smoke-Free Air Act and Act 838 </li></ul>
    4. 4. Grantee and Partner Role in Media Relations <ul><li>Serve as local spokesperson </li></ul><ul><li>Build and maintain a local media presence for TPC, including cultivation of relationships with reporters, editors, etc. </li></ul><ul><li>Keep informed about local stories, events, and situations that are related to tobacco control </li></ul><ul><li>Respond to media when appropriate </li></ul><ul><li>Notify TFL staff member of local coverage </li></ul>
    5. 5. Media Monitoring <ul><li>Monitoring news channels is crucial </li></ul><ul><li>Check different news sources throughout the day </li></ul><ul><li>Watch the news, read the paper or online version </li></ul><ul><ul><li>Scan headlines and Letters to the Editor/Opinion sections </li></ul></ul><ul><ul><li>Do quick word searches online </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Subscribe to RSS Feeds </li></ul></ul>
    6. 6. Responding to Media Coverage <ul><li>How should I respond to media? </li></ul><ul><ul><li>Letters to the Editor via email or online submission form </li></ul></ul><ul><ul><li>Online comments </li></ul></ul><ul><ul><li>Follow up calls to reporter </li></ul></ul><ul><ul><li>Notify your RC so TFL can respond </li></ul></ul>
    7. 7. Letters to the Editor <ul><li>Why write a Letter to the Editor? </li></ul><ul><li>Letters to the Editor are perhaps the most direct way to generate media coverage </li></ul><ul><li>What do they do? </li></ul><ul><ul><ul><li>Educate the public and raise awareness </li></ul></ul></ul><ul><ul><ul><li>Influence the opinions of the editors, readers, and policy makers </li></ul></ul></ul><ul><ul><ul><li>Bring attention to areas of public support </li></ul></ul></ul>
    8. 8. Letters to the Editor <ul><li>When do I respond with a Letter to the Editor? </li></ul><ul><li>Respond to an editorial, article, or other letter to the editor: </li></ul><ul><li>To clarify information in the article and/or add information that may not have been included </li></ul><ul><li>To react to negative editorials, unbalanced or biased news stories or unfavorable letters from other readers </li></ul><ul><li>To share opinions, recognize civic contributions, or state public support </li></ul><ul><li>To acknowledge and show support of individual actions </li></ul><ul><li>To draw greater attention to an issue of public importance that may not be receiving much media attention </li></ul><ul><li>To state a specific call to action to the public or legislators </li></ul>
    9. 9. Letters to the Editor <ul><li>Editors often call to verify the writer’s name, title, organization, phone number and the content of the letter: </li></ul><ul><ul><li>Anyone who submits a LTE must be familiar with the content of the letter and available to take a media call to verify information. </li></ul></ul><ul><li>Review the newspaper’s guidelines for submission. Guidelines are often found: </li></ul><ul><ul><li>On the Letters to the Editor page of the paper </li></ul></ul><ul><ul><li>On the newspaper’s website </li></ul></ul>
    10. 10. Letter Writing Keys to Success <ul><li>Respond immediately </li></ul><ul><li>Refer to the story you are responding to </li></ul><ul><li>Think like a lawyer; argue your case </li></ul><ul><li>Write like a pro – and proofread! </li></ul><ul><li>K.eep I.t S.hort & S.imple </li></ul><ul><li>Localize it </li></ul><ul><li>Editorialize it </li></ul><ul><li>Include contact info </li></ul><ul><li>Place in the body of an email </li></ul><ul><li>Take advantage of TFL’s communications technical support </li></ul>
    11. 11. Messaging Documents <ul><li>Your go to document for messaging </li></ul><ul><li>Ensures consistent statewide messaging </li></ul><ul><li>National and state specific data </li></ul><ul><li>Includes info on tobacco marketing, shs, and tax </li></ul><ul><li>CTFLA fact sheets and pt/counterpt </li></ul>
    12. 12. An Intro to www.LetsBeTotallyClear.org <ul><li>Real Louisianans sharing their story on how secondhand smoke has affected them. </li></ul>
    13. 13. What Can I Do on the LBTC Site? <ul><li>Share your story and upload your photo </li></ul><ul><li>Write a Letter to the Editor </li></ul><ul><li>Write your Legislator </li></ul><ul><li>Join a Coalition </li></ul><ul><li>Sign up for the TFL E-Letter </li></ul><ul><li>Contact a Regional Coordinator </li></ul><ul><li>Forward it to all your contacts! </li></ul>
    14. 14. So What’s Social Media ? <ul><li>A way for human beings to share information online </li></ul><ul><li>May not always be trustworthy or accurate </li></ul><ul><li>Worthwhile to gauge the conversations and opinions surrounding an issue </li></ul><ul><li>Examples: Facebook, Twitter, blogs, etc. </li></ul><ul><li>Social Media in Plain English (copy and paste link into browser later) http://www.youtube.com/watch?v=MpIOClX1jPE </li></ul><ul><li>We invite you to follow us on Twitter </li></ul><ul><ul><li>@BeTotallyClear </li></ul></ul><ul><li>We invite you to Become a Fan on Facebook </li></ul><ul><ul><li>Lets Be Totally Clear </li></ul></ul><ul><ul><li>Stay Healthy! Louisiana </li></ul></ul>

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