Media and Communications

Talking Points + Background Document (coming soon)
This document outlines some simple talking points for you to use when talking to 1) student leaders and activists, 2) other campus administrators and stakeholders, 3) movement allies, and 4) the media.  The Background Document describes the Real Food Challenge in more depth, including and overview of the campaign, network, and history of the challenge. Remember to rehearse your talking points before contacting the media. When talking to the media make sure to keep it succinct, and repeat your central message over and over again.

Class Rap (download)
A class rap is a simple 2-5 minute speech you can give right before the start of a class.  It's a great way to reach a lot of students at once and get across a clear explanation of your campaign, including what they can do to help.  Just email/call a professor ahead of time or show up 5 minutes before the start of class (it doesn't need to be a class you're taking).  Ask if you can make a quick--no more than 5 minutes--presentation on the topic of real food.  Start with small seminars and work your way up to those giant lecture halls (be bold!).  Don't forget to have an action item prepared--a stack of cards you want everyone to sign as you give your spiel, or fliers for an event you want everyone to come to the next day.

Media Advisory
A media advisory is an initial “heads up” to alert the press about your action, explaining the basics (who, what, where, when, and why) without giving away your story. Be sure to send it out a few days ahead of time (ex. on Monday or Tuesday for a Saturday event). Fax it or email it to your press contact. Make sure to follow up with a phone call the next day to confirm that the advisory was received. Following up also encourages the reporter to cover the event and allows you to answer any questions they might have.

Press Release
The press release tells the story of your event before it happens, helping the media write the story your way. The release should be written exactly like an ideal story would be written—this allows you to slam home your message, include quotes from event organizers, and tell a compelling story. The press release should be emailed and/or faxed out the day before the event. Follow up with a phone call a few hours later to ensure that it was received and urge them to cover the story.

Media Outreach Tips
Media outreach can be scary if you’ve never done it before. In these documents--care of the Sierra Student Coalition and Student PIRGs--you'll find advice on how to get you story covered, including some tricks of the trad. Have confidence: you are the hottest thing going on in town.  They’ll love you!

Media Outlets in Your Area
To find a listing of all the major media outlets in your area, click here:
http://www.abyznewslinks.com/unite.htm

Cast a wide net, and be persistent. Don’t forget blogs, campus web forums and other alternative media sources!

Op-ed
Another way to get your story in print media is writing an Op-ed piece. Op-eds are editorial pieces that are run on the opinions page of a newspaper. They are generally 500-800 words long, include a provocative hook, vivid examples, and can be co-authored by multiple parties. Contact the editorial page editor of your local (or campus) paper well ahead of time to gauge interest. Send in your op-ed piece and follow up with a phone call or email to see if they’ve received it, will print it, and/or would like you to adjust the specifications.

Letter to the Editor
Follow up on articles about your event with a letter to the editor. Letters to the Editor are widely read, easy to get published, and generally a great way to keep the issue and dialogue alive. A letter to the editor should be short (under 250 words), respond directly to a printed article (about your event or a different, relevant story) and be submitted as soon as possible after the fact. Follow up with the editor after you send it in.

Radio
Often underutilized by most campus activists, radio (student or local) can be a great way to get a message out about your action to a large number of people. Call up your local station and ask to speak to the newsroom or news editor. They may not be able to send out a reporter, but make sure to ask to record a short “radio feed” (a 30 second sound clip) or a “radio actuality” (a collection of quotations from you separated by a bit of silence, to be inserted individually into their news reports) that they’ll play throughout the day. Make sure to ask for the editor’s name and when the clips will pay on the air.