WORKING WITH THE MEDIA on your Cool Cities Campaign

Why do media? Because it helps us win

Educates a wide audience on the campaign Gets your message out to large # people Venue to promote campaign actions

Promotes accountability If it’s in the news, you’re on politicians’ radar

Legitimacy in the eyes of public and decision-makers

It’s how most people get there information Local TV is the #1 news source for 70% of

Americans Spreads our message to a wider audience than

any other method: lots of bang for your buck!

The world of the sound bite

Tips:

• Keep it short and sweet•Average soundbite today is 8 seconds long•Visually appealing language, or clever quips are especially great

•(hint: good analogies are gold)

• Conclusion first, details second

• Speak your audience’s language• No technical terms• Speak as if you’re talking with a 13 year old• Avoid statistics and complicated numbers

It’s not communication if they don’t get the message!

Golden Rule: Stick to Message!

What’s the single most important thing you want to portray to your audience?

Stick to message! Stick to your campaign’s message! Whatever you do, stick to your message Finally, whenever you may deviate, never fear,

just get back on message!

How to get your Cool Cities Campaign into the Media

Create A Steady Drumbeat Be opportunistic

Respond to related news stories in your local news

Celebrate every cool step your Cool City takes

Be Creative! Have Fun! Think Visuals

Tactics:•Hold press events: cut the green ribbon, present awards•Release a press statement: respond to related news stories •Write letters to the editor, Op-eds, Columns•Engage newspapers’ editorial boards•Public Service Announcements•Interviews on talk radio shows and locally produced television shows

Working with ReportersBe a resource for reporters

Goal: Have reporters call you when they’re interested in an environmental issue

Pitching your story to reportersIs it newsworthy?

More tips: Stick to message! Nothing is ever off the record Always meet deadlines Be prepared Know your media market Build Relationships Be Quotable Stick to message! For extensive Media How To’s, go to:

www.clubhouse/sierraclub.org/fieldmediadesk