Using the media to promote your cause

Anywhere you live, people will use a form of media to communicate with each other. There are lots of different media - television, radio, the internet, newspapers and magazines - and they reach a very large audience.

A good place to start is to identify forums in your area where discussions often take place. To get your issue or event 'covered' you'll need to contact the editor of the media by phone or with press release. An example of a good press release

Before jumping in, decide exactly what you or your group is trying to achieve through the media. Ask yourself:

• Who is your target audience - the people who want to reach with your message?
• What message(s) do you want to communicate?
• Which media outlet(s) would be the best for communicating your message?

A press release is a short note that you send to a media editor, which answers the following questions:

• Who was / is involved?
• What happened / will happen?
• When did it / will it happen?
• Where did it / will it happen?
• Why did it / will it happen?

The first paragraph should summarize the answers to these questions in one or two sentences.

The second and third paragraphs should include your most interesting and quotable material, which reporters can use in an article.

The rest of the release should give more detail and also some brief background information about your group: who you are, what your objectives are, and what you have already accomplished. Make sure to include your contact information so that reporters can get in touch with you if they want to find out more.

Remember, news outlets are looking for news, and for stories that grab people's attention. Give reporters as much notice as you can, and then remind them the day before the event.

Are you ready to draft your very own press release? Have a look at a sample you can adapt.