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Engaging Local & Campus Media

Engaging Local & Campus Media

Goal: to understand the importance of working with media, the basic media types and detail how to be involved with coverage of the Middle East on campus.

Importance of Media

• Event coverage is as important as event itself. A successful event is one that not only runs smoothly but is also covered in the press. While attendance of the event itself is crucial the press coverage is equally if not more important because of the wider audience it reaches. People attending your event have an impact on this by shaping the atmosphere that will be reported on.
• More people read the papers or watch the news than attend the events
• People’s understanding of conflict is shaped by the media. Most people do not independently study the conflict, and most/all of their knowledge comes from what they read/see in/on the news.
• With an understanding of how the media work, groups with small numbers can gain a comparative advantage over less media-savvy opponents. It only takes one person to set the tone of an event, keep in mind it also only takes one person to throw an event off of message and change the reporting all together. Media tend to focus on the opposition, so having a small but well organized presence at an opposition event can completely refocus the media coverage.
  • A Pro-Palestinian or Anti-Israel protest can be reported as: Israeli and Palestinian students face-off
  • A Pro-Israel speaker can be covered as: Palestinians protest Israeli speaker.

Basic media types

• Newspaper (print media): Campus newspapers, local and national papers
• TV: Local news stations, national/ international news networks
• Online: News websites, blogs, podcasts…etc.
• Radio: Campus radio stations, local radio stations, nationally syndicated radio shows
• Main focus for students is the campus paper
  • Learning about campus-specific coverage
  • Each campus has a different paper, with a different format
• Need to identify:
  • Who are the reporters/ editors/ staff and who cover topic relevant to Israel activism
  • What is the system of decision making/ editing of this specific media outlet
  • What media types are present on campus
  • Who is the audience of each specific media source
    • ie. Campus paper targets only students, a different audience that a local or national community paper.
    • Different audiences can affect what slant a message should take
  • What are potential ways of inserting pro-Israel messages

Messaging

• HEART OF ANY PUBLIC RELATIONS CAMPAIGN
  • Important with any dealings with the media or public
  • Interviews, letters to editor, call-in to radio shows, speeches given BUT ALSO in personal conversations with students on campus- wholesale and retail activism
  • Short, clear and to-the-point united message(s). Decide on message beforehand, and make sure materials (flyers, signs, atmosphere) reflect the message.
    • Posters/signs should state overall message (i.e. Israel wants peace, support human rights, support democracy)
    • Flyers and supplemental material should provide facts and pictures supporting the message.
    • Interviews given should STICK TO MESSAGE.
      • Use pivoting techniques to bridge from topics of questions to message of the day- if being hit with off-topic questions.

General (with all media types)

• Make relationships with reporters
  • Actually visit the office of the paper (TV etc.) and introduce yourself to the various people covering events/stories they care about.
  • Take a business card or contact info and leave yours
  • Offer to be a contact for any opinion/ advice on issues related to campus activism, Israel or the Middle East in general
  • Can invite someone from campus paper to address group about how to get involved with campus paper.
  • Press-releases
    • Faxed or emailed to all media ONE WEEK and ONE DAY before the event
    • MAX one-page long
    • In first paragraph cover: who, what, where ,when
    • Following paragraph cover details of why the event is being held and of the sponsorship. Also good to include a quote from the speaker/ group leadership
    • Press packets
      • Make available at the event for any reporters interested in covering it.
      • Include: Press release, contact info. And background info and multimedia!
      • Background info. Should cover pro-Israel position on whatever topic is being discussed. Include relevant articles and reading/website list for further research.

Newspapers

• Paid vs. Free coverage
  • With Paid coverage (advertising) there is more control of message but often times regarded as “less credible”
  • Free coverage (articles by reporters) is more effective/ convincing and considered “more credible” BUT you exchange credibility for ability to shape message.
  • Letters to Editor/ Opinion page: the most read section after front page
    • Letters are an excellent way to insert pro-Israel information into the paper
    • Organize group mailing list to get letters written when needed
      • Form letter/ bullet point topic list can be sent to group as example
      • After big events (pro or anti) having a lot of letters sent in is essential
  • Group leaders should cultivate relationship with paper and can request space for occasional op-ed
  • Most likely to get letter/op-ed printed if it refers to something featured in or covered by the paper

• Offer Stories and Ideas to reporters
  • Reporters are always looking for new, relevant and interesting stories to write – stories dealing with “Beyond the Conflict” issues and “Personal Stories” are attractive

• Media coverage at events
  • Clearly label media contacts (name tags that say “media”)
  • Often other members of community will be present at events and reporters are confused about who to speak to and who is part of the group.
  • Clearly labeling media contacts and notifying reporters that your spokespeople are all wearing nametags can alleviate the confusion.
  • Make sure you are looking out for reporters – they are usually the ones carrying little notebooks
  • Have press releases and press packets ready to give reporters
  • Can organize exclusive interview with speaker, or group spokesman for campus paper (only try with big events)
    • Great way of involving local journalists in your groups’ events

• Long term goal to get “our” students involved in the reporting process
  • Student journalists on papers, radio etc.
    • Using Jewish community and pro-Israel resources to assist those students who are interested in and capable of working in journalism
  • Having friends on the staff of campus papers can help shape the way stories are reported and keep group aware of what is being covered
    • If an anti-Israel story is being reported on advance notice can give the Israel group a chance to offer a counter opinion to he reporter writing the article

TIPS FOR WRITING LETTERS Tips adapted from Camera.org

-Be quick. Respond while the issue is still fresh. Ideally, try to send your letter within 24 hours of publication of the article.

-Be clear. If you cannot summarize your message in one or two sentences, it's not clear enough in your mind. Pinpoint in stark, unambiguous terms what you want to communicate.

-Be specific. Why was the article unfair? Did it show lack of context, imbalanced reporting, or omission of key facts? For example: "Your report inappropriately quoted only pro-Palestinian sources, leaving the Israeli position unrepresented."

-Be concise. Most publications will not print a letter to the editor longer than 250 words. Editors are more likely to publish a letter that they don't have to spend time shortening.

-Be focused. While an article may contain numerous instances of bias, focus your critique on just one or two. It's better to fully explain one point than to inadequately cover five.

-Know the goal. You want your letter to inspire the media to change. When possible, ask the media to issue a correction based on your points. A good way to end your letter is to ask: "Can I expect a rethinking of your editorial policy on this point?"

-Request a reply. Let the media know there is a consequence to biased reporting -- even if the consequence is having to answer hundreds of e-mails! You could end your letter with: "I would appreciate a response explaining why you have allowed such a biased article to appear in your fine publication."

-Stick to the facts. Preserve the integrity of the HonestReporting campaign by keeping your comments clean and respectful. Hostile or overly-emotional language is counter-productive. Accusing the media of anti-Semitism will always be met with great resistance (besides being frequently untrue). This is not the place to vent your frustration.

-Write as a concerned individual. Mentioning that you are part of an organized campaign may lessen the impact of your letter.

-Use the CC button. Maximize your efforts by sending a copy of your letter not just to the editor, but also to the reporter, foreign editor, publisher, and even advertisers and members of Congress.

-Include contact info. Before publishing a letter, most papers will call to verify that you wrote it. Remember to include your full name, title (if applicable), address, and daytime phone number.

-Follow up. When possible, follow up with a phone call to the comments editor to ask if your letter will be published. If the editor doesn't remember your letter, offer to read it over the phone.

-Keep us in the loop. Whenever you receive a response to your correspondence (other than a simple acknowledgement), send a copy of that response along with your original correspondence

CHECKLIST RECAP

¨  Surveyed media on campus

¨  Made contact with staff of campus newspaper and other local reporters

¨  Invited reporters to special event to address group

¨  Prepared materials (press releases, press packets)

¨  Letters to the editor/ op-eds being written

¨  Email list to organize rapid response

¨  Encourage interested student get involved with campus media