Making the News A Guide for Activists and Nonprofits

ISBN-10: 0813340950

ISBN-13: 9780813340951

Edition: 2003 (Revised)

Authors: Jason Salzman

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This is a guide to generating news coverage about any cause or issue. It offers advice on topics such as how to stage media events, write press releases, compile media lists, contact reporters, deliver sound bites, and book a guest on talk radio.
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Book details

List price: $16.95
Copyright year: 2003
Publisher: Westview Press
Publication date: 7/10/2003
Binding: Paperback
Pages: 304
Size: 5.25" wide x 8.25" long x 0.75" tall
Weight: 0.792
Language: English

Introduction: Let the World Know
Saving the World in Obscurity?
Inside-the-Media Insights from Journalists
Ethical Spin
Stop Being a Bore
Think Outside the Stratosphere
Ways to Get Media Attention
Foolish and Credible
Landing on Oprah is not a Strategy
What's Newsworthy?
Characteristics of News
Images for Television
Eat Bread, Water, and the News
Strategic Media Plans
What's Your Goal?
Who's Your Audience(s)?
What's Your Message and Who Are Your Spokespeople?
Examples of Different Ways to "Frame" a Political Debate
Which Media Outlets Reach Your Target Audience?
Write Your Plan
Starting Your Media Program
Benefits of Media Coverage
Basic Tools for Effective Media Work
Working with Media Consultants
Cultivate Relationships with Journalists
Tips on Becoming a Resource for Journalists
Tips on Developing Credibility
Tips on Cultivating a Lasting Relationship with a Journalist
How and When to Complain About Coverage
Tips for Complaining About Errors in Stories
How to Stage a Media Event
First, What's Strategic and Doable?
Enough Money, People, Time?
Will the Event Be Fun?
As Thoreau Said: Simplify
Brainstorm Stunt Ideas
The Best Times to Get Coverage
For Best Coverage, Monday Through Thursday
Hook Your Event to Stories in the News
For Photographs, Try Monday, Tuesday, or Sunday Morning
Dodge Busy News Days and the "Sweeps"
Be Flexible
Sample Timetable for Organizing a Media Event
Where to Stage a Media Event
Sample Permit Application
Tips for Creating a Great Photo
Media Sponsors
Tips for Signing Up a Media Sponsor
Cause-Related Marketing
Media Lists
How to Get a Media List
How to Organize a Media List
News Releases
Tips for Writing a News Release
Five Sample News Releases
News Advisories
Video for TV
Distributing a News Release
How Should You Deliver Your News Release?
When Should a Release Be Distributed?
How Many Reporters at a Single Outlet Should Receive the Release?
Send Your Release to Daybooks
Whom to Contact at News Outlets
Use Diverse Media to Your Advantage
Stay on Message
Create Sound Bites
Anticipate Interview Questions
Practice Your Answers and Sound Bites
Avoid Talking to a Journalist "Off the Record"
Tips for Any Interview
Tips for TV Interviews
Tips for Radio Interviews
Tips for Print Media Interviews
How to Conduct Yourself After an Interview
It's the Follow-up Call, Stupid
When to Place a Follow-up Call
Tips for an Effective Follow-up Call
Four Sample Follow-up Calls
News Conferences and Media Kits
Outdoor or Indoor News Conferences
News Conferences by Phone
News Conferences on the Web or by Satellite
Tips for Staging a News Conference
Assemble a Media Kit
Disruptions at a News Conference
Tips for Maximizing the Benefit from News Coverage
How to Get News Coverage Without Staging a Media Event
Suggest Story Ideas to Journalists
Tips for E-Mailing or Calling Journalists with Story Ideas
Exclusive Pitches
Sample News Story Pitch by Phone
Sample News Story Pitch by E-Mail
Pitching Feature Stories
Tips for Generating a Feature Story
Hook Your Story to Breaking News
Worm Your Way into the News
Tips on Offering Quotes to Journalists in Response to Breaking News
Influence Editorial Writers and Other Journalists
Tips for Initiating Contact with Editorial Page Staff
Tips for Briefing Editorial Page Staff
List of Written Information for Editorial Page Staff
Sample Letter Requesting an Editorial Board Meeting
Responding to an Error in an Editorial
Tips for Briefing Reporters
Write a Guest Opinion (Op-Ed)
Tips for Writing Op-Eds
Tips for Submitting Op-Eds
Sample Op-Ed
Publish (or Broadcast) a Letter to the Editor
Tips for Writing Letters to the Editor of a Newspaper
Sample Letter to the Editor
Persuade a Columnist to Write About Your Issue
Learn the Interests and Styles of Local Columnists
Tips for Pitching Story Ideas to Columnists
Tips for Keeping Columnists Informed
Influence Newspaper Photographers
Sway a Cartoonist
Tune Your Cause to Talk Radio
Tips for Booking a Guest on Talk Radio
Tips for Talk-Radio Interviews
Place Your TV Production or Information on Cable
What Is Cable Access?
Submit Calendar Listings
Broadcast Independently Produced Programs
Produce Your Own Program
Who Watches Cable Access?
Use Community Calendars and Public Service Announcements
Tips for Getting Listed in Community Calendars
Public Service Announcements (PSAs)
Publicize a Report or Academic Paper
News-Induced Headaches and Tips on How to Avoid Them
Tips for Making a Report More Newsworthy
Promote a Story to Journalists at National News Outlets
Associated Press Is a Gateway to National Coverage
Six Ways to Increase Your Chances of AP Coverage
One Example of How a Local Story Can Become National News
Generate News Coverage Abroad
Tips for Obtaining Lists of Foreign Journalists
Tips for Attracting Foreign Journalists to a Story
Tips for Generating News at an International Summit
Hit the Small-Time: Neighborhood and Rural News
Tips for Making Small-Time News
Your Cause in Cyberspace
News on the Web
Websites for General News
Websites for Niche Audiences
News on Search Engines
Media-Friendly Websites
Tips for Creating a Media Friendly Website
Tips for Getting the Attention of Bloggers
Viral Marketing
Examples and Classification of Viral E-Mails
Tips for Creating Viral E-Mails
Getting News Coverage of Viral E-Mails
Prime-Time Guerrilla Activism
Civil Disobedience and Surprise Protests
Tips for Alerting Journalists to Direct Action
Sample Call to a Journalist from a Protest Involving Civil Disobedience
Sample Interactions with Media at an Event Involving Civil Disobedience
Street Posters
How to Apply Posters
Recipes for Wheatpaste
Postering and Media Coverage
Legal Considerations
Spray, Stick, Cover...
Billboard Alterations
Parking Meters, Urinal Screens, and More
Wrap Your Local Newspaper in a Fake Front Page
Tips for Wrapping Newspapers
Guerrilla Activists Hit Cyberspace
Website Media Hoaxes
Look-Alike (Spoof) Websites
Help, Media Frenzy!
A Media Crisis
Prepare a Crisis Communications Plan
Tips for Dealing with an Unwanted Media Frenzy
Example of Handling Media in a Crisis
Unsolicited Calls from Journalists
Tips for Responding to an Unsolicited Call from a Journalist
Sample Form for Recording Incoming Calls by Reporters
Media How-to Books
Lists of News Outlets and Journalists
Guerrilla Media
Media Monitoring
News-Media Watchdogs
Public Opinion Research
More Resources
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