Media Basics Training Live
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Media Basics: Why and How? Sierra Club Media Team Nithin Coca Live version
Transcript of Media Basics Training Live
Media Basics: Why and How?
Sierra Club Media Team
Nithin Coca
Live version
Icebreaker
Why Media?
To reach a larger audience
To influence decisionmakers
Combat our opponents
Examples
2009 - Sierra Club defeats Asarco Smelter in El Paso, TX. Media played a huge role in turnout and raising awareness in some very poor communities
Examples
Coal River Mountain, West Virginia
What is news?
Human Interest
Erin Brockovich anyone?
Local
Example: Coal’s impact on local fisheries
Conflict
New
Example: Energy Institute Report shows that Coal is on the way out
Timely
Example: Sierra Student Coalition - Fossil Fools Day for April Food Days
Strange Bedfellows
Controversy
Visuals
Carbon dioxide emissions opponents unrolled a 350-foot-long cloth petition in Centennial Park Thursday afternoon. The petition, with about 2000 signatures, asks to Governor Granholm to not allow more coal-fired power plants in Michigan.
Courtesy Boston.com
Courtesy Boston.com
Courtesy Boston.com
Courtesy Boston.com
We are not normal…
Hiking – 9%
NPR – 7%
Pro-Wrestling – 20%
Local News – 55%
How public perceives your argument,and how they decide whether to support you or not.
Framing
We need to build this Highway - or we face terrible traffic congestion.
Traffic vs. Trees
Their Frame
We can build this highway,and turn into Los Angeles,or we can protect ournatural legacy and keep Utah special.
Our Way of Life vs. LA Congestion
Reframed
Drilling for more oil will results in lowerprices at the pump, saving you money.
Expensive Gas vs.Cheaper Gas
Reframe this
Media Tactics
LTEs/OpEds
Building turnout
Want more?
Media Resources:Clubhouse
Conclusion
• Feel free to email me if you have any questions
Nithin Coca
Grassroots Media Coordinator
