Working with the Media - Página 3

Approaching Editorial Boards

Editorial boards are the editors and staff of a publication who determine what goes into the publication. Going to an editorial board is the behind-the-scenes way to get your message out. Your first goal is to get an editorial — the official opinion of the publication — written about your issue. (Newspaper editorials have been known to sway public opinion strongly — politicians work hard to get a paper to endorse them during elections). Convincing an editorial board is a lot like convincing a legislator. Meeting with an editorial board can also have the added benefit of bringing the focused attention of the editors to your issue, so that learning disabilities may get more coverage in the future.

Prepare for a visit with an editorial board just like you would a visit to a legislator.

• Going as part of a team is a good idea, particularly if you can select a person of authority and influence as the leader.
• Editors are always busy, so be ready to present everything in less than 15 minutes.
• Brainstorm story ideas that relate to your tightly-worded message to present to the board.
• When you're done, ask whether the publication will be able to write an editorial supporting your position, or feature an article on your cause. If not, be polite and gracious, and offer to write an op-ed piece.

Calling a Radio Show

Advocating for the rights of children with learning disabilities on the air is similar to all the other forms of advocacy, with one exception"it is the sound of your voice. There is a lot of power in an individual voice on a local radio program, and it can be a great opportunity for you to humanize the issue you want to bring attention to, but you have to be prepared.

• Know the program you'll be on.

  When you are on the air, you are on the spot, and there's no going back to edit what you say. Be sure to learn how the host talks to people, such as whether he or she has particular tactics when speaking with callers that get others flustered.

• Know your message inside and out.

  Again, radio is live, so having notes in front of you to make sure you have the words you need to express yourself clearly and simply is key. Talk about a particular bill or a particular legislator by name, and explain precisely what you are trying to achieve.

• Think about your audience.

  When you are talking, think about who is listening. Be specific about how this issue affects your community, and talk about the local legislators and what they can do. The goal is to communicate that this is an issue about people, people like you and your listeners. Don't use language you're not comfortable with, and be prepared to answer any questions. Whatever the questions may be, bring the answer back to your message.

• Practice.

  If you've never been on the air before, it's a good idea to practice with a tape recorder and another person asking you questions. Using a tape recorder will allow you to listen to what you've said and how you've said it. Long pauses to think may come across as indecisiveness. A nervous laugh may sound patronizing, and "umms" and "ahhs" can detract from your point. Conduct a few rehearsals, and you'll feel much more confident when calling, which can only benefit your message.

Preparing Press Releases

Press or news releases are concise announcements of time-sensitive information regarding an important situation or event. Generally, press releases are issued by organizations, but individual advocates can benefit from knowing how and when a press release is sent to the media.

The most effective press releases follow a standard format and provide newsworthy, interesting information in a concise manner to journalists. A good press release can be the backbone of an article, and reporters are grateful for condensed copy to help them make a news item more relevant. On the other hand, if an individual or organization sends out a press release for no better reason than to send out another press release, they all become irrelevant. In the media, credibility is extremely important, and sending out irrelevant press releases is a lot like crying "wolf."

To learn more about how to write and distribute a press release, read the Communications Presentation by the Association for Supervision and Curriculum Development.