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Media Guide


Earned media is a powerful tool for local organizing, but it requires strategic timing and planning to be effective. CODEPINK organizers can maximize their reach and impact by utilizing various earned media tools, including news advisories, op-eds, blogs, and interviews. These tools help generate awareness and engage the public around key campaigns and actions.

News advisories are vital for announcing significant events, developments, and achievements. They can be used to inform the media and the public about upcoming actions, new campaigns, awards, or grants associated with your cause. These advisories ensure that your message reaches the right audience at the right time, driving attention to your activities and successes.

Op-eds and blogs should be written with strategic timing in mind, such as when launching a new campaign or aligning with the news cycle surrounding your cause. Publishing these pieces during key moments can amplify your message and increase engagement. Additionally, CODEPINK organizers should be prepared for interviews, ensuring they provide valuable insights on antiwar issues. These opportunities allow organizers to shape public discourse and inject important perspectives into current discussions.


TIPS AND TOOLS FOR NEWS ADVISORIES: 

MEDIA ADVISORIES

Think of media advisories as a save the date for reporters for your events and actions! They should be brief and are only meant for reporters/journalists in the area of the event or action. It is best to send media advisories out at least 2 weeks before the event.

Components of Advisory: 

  • Header: A BRIEF, DIRECT, AND INFORMATIVE HEADLINE ANNOUNCING THE EVENT
  • SUB-HEADLINE: TO CLARIFY OR ADD MORE INFORMATION ABOUT THE EVENT.
  • CONTACT INFORMATION (NAME, TITLE, PHONE NUMBER, EMAIL ADDRESS).
  • A BRIEF EXPLANATION OF THE EVENT'S PURPOSE (2-3 sentences)
  • THE 5 W'S
    • WHO:
    • WHAT: 
    • WHEN:
    • WHERE:
    • WHY:
  • Contact Info

PRESS RELEASES 

Press Releases Are More Narrative Based and Tell the Whole Story of Your Organization's News. Press releases should be sent about 5-7 Days Prior to Event (if possible.) Best Days to send releases: Tuesday, Wednesday, Thursday.

Components of press release: 

  • Logo
  • Media contact information
  • Headline
  • Sub-header / Lead
  • Dateline: City, State, Date -- 
  • Body
  • Quote
  • Background
  • Organization info

POST PRESS RELEASES

A post release is very similar to the press release only it reports out what actually happened on the day of event/action - i.e.crowd size, police presence, opposition etc. These are super effective when reporters cannot make it to cover an event/action We can also use these as report-backs on CODEPINK's Substack and Medium accounts.

Components of a post release:

  • Media contact information
  • Headline
  • Sub-header / Lead
  • Dateline
  • Body
  • Quote
  • VIDEOS, PICTURES, SPEAKER QUOTES
  • Background
  • Company info

TIPS AND TOOLS OP-EDS/BLOGS/PINK TANKS: 

Tips

  • OWN YOUR EXPERTISE - Know what you are an expert in and why
  • STAY CURRENT - Follow the news – both general and specific to your areas of specialty
  • THE PERFECT IS THE ENEMY OF THE GOOD -In other words: write fast. You may have only a few hours to get your piece in before the moment is gone.
  • USE PLAIN LANGUAGE - TRY TO STAY AWAY FROM USING METAPHORS - BE DIRECT

Structure

  • Hook/lede
  • Thesis/STATEMENT
  • Argument
  • Point 1
  • Point 2
  • Point 3
  • To Be Sure
  • In Conclusion

TIPS AND TOOLS FOR INTERVIEWS: 

Tips:

  • You control the interview! 
  • Prepare 5 basic talking points related to your campaign that includes:
    • NUMBERS, STATISTICS
    • MOST IMPORTANT CAMPAIGN FACTS
    • WHAT NEEDS TO BE DONE.
  • Stick to your talking points
  • DON'T ANSWER TRICK OR PROBING QUESTIONS - DIVERT BACK A TALKING POINT. “Well, I’m not here to talk about that, Susan! I’m here because [insert statistic talking point]

Prep Qs for Interviews:

  • Can you tell me about why you disrupted [         ]?
  • Can you explain why CODEPINK thinks...?
  • What is your campaign trying to achieve?
  • Why is this important?
  • What else is being done to stop this?
  • Do you find this is a popular opinion?
  • What do you say to the people who think...?
  • Do you think you can actually achieve this?

TIPS AND TOOLS LETTERS TO THE EDITOR:

Why write a letter to the editor? 

  • To persuade others to take a specific action
  • To suggest an idea to others
  • To influence public opinion
  • To educate the public
  • To influence policymakers

Tips for getting your letter accepted:

  • Keep it under 300 words
  • Refer to something recent & relevant in the community
  • Use local statistics and personal stories if possible 
  • If it's not accepted the first time around, try again!

SAMPLE TOPICS TO WRITE ABOUT:

  • Explain how your elected U.S. Representatives or Senators are breaking U.S. and International law but not enforcing an arms embargo.
  • Tie a local industry to the contribution of genocide
  • Explain how our tax money should be going to (insert important local/regional/state issues) instead of funding war and genocide. 

Example 1: Writing a letter in favor of a proposed action

To the Editor:

The U.S. has a legal obligation to impose an arms embargo on Israel. The Foreign Assistance Act stipulates that no aid can be given to a country “which engages in a consistent pattern of gross violations of internationally recognized human rights.” Similarly, the Leahy Law bars the provision of weapons “to any unit […] of a foreign country if the Secretary of State has credible information that such unit has committed a gross violation of human rights.”

Gross violations include “torture, cruel, inhuman, or degrading treatment or punishment, prolonged detention without charges or trial, […] and other flagrant denials of the right to life or liberty”—actions Israel has been found guilty of by the ICJ, the United Nations, and even its own human rights experts and courts. It was recently reported that the U.S. The State Department ignored its finding that Israel was breaking international law by intentionally denying humanitarian aid to Palestinians in Gaza. 

So why should we care if they are ignoring U.S. and International law? Because the same violence that we allow beyond our borders is the same that will one day be used against us here in the United States. If we do not demand accountability now, then we cede all our power to demand accountability and justice when we are the victims. 

We should all be ashamed that our [elected officials] have been silent on this issue. Using our tax money to fund war crimes bloodies all of our hands. 

It only takes a second to do the right thing. I encourage everyone to join the millions nationwide in demanding their elected officials to uphold the law. Call or email your Representative and Senators today and ask them to support an arms embargo. It could save the lives of thousands of innocent men, women, and children. 

Sincerely,

Example 2: Writing a letter opposing something

To the Editor:

Saab has recently announced plans to establish a new plant in Michigan to manufacture missile systems and close combat weapons. One potential site under consideration is Grayling. According to Michigan Live, Grayling's mayor, Heather Forbes, remarked that having the plant in their town would be "fantastic."

But what exactly is "fantastic" about basing a town's economy on producing tools of death and destruction? Wouldn't it be far more beneficial to invest in jobs that make things we actually need—like light-rail transit systems, improved school infrastructure, public parks, upgraded water and sewer systems, and renewable energy sources—rather than pouring resources into outdated weapons systems that fuel conflict?

Prioritizing industries that enhance life rather than destroy it would provide stable employment and contribute to a healthier, more sustainable future for the community and beyond. Instead of promoting military production, shouldn't we focus on building a future that fosters peace, innovation, and public well-being?

We all want an economy that is sustainable for future Michigans. In that case, we should prioritize jobs and opportunities that ensure a sustainable future. Michigans should not be in the business of making a killing off of killing - there are better options. We should demand that our mayors not fall into the trap of the war economy and redefine what is "fantastic" as something that improves lives and a better future. 

Sincerely,


EARNED MEDIA FAQS

What is news?

News is something new! New legislation, a new project, controversy and conflict. Other examples: In a small community, what’s news is something happening locally; in big cities, you may wish to piggyback on other events, such as a war criminal or presidential candidate coming to town.

What do I plan for before the event?

Make sure you have identified a spokeswoman, or more than one for a bigger event. It needs to be someone who knows your groups' Bring visuals, be pink, have signs at the event. It needs to be someone comfortable with your group's talking points, and preferably be comfortable giving an interview.

Identify someone to do a media sign-in. Introduce yourself to the camera people and reporters. Hand them your press release/media advisory and let them know that you or your spokeswoman is available for an interview.

Write and practice short talking points.

Make sure the spokeswoman/women are able to respond to general questions about CODEPINK.

What are some ways to get media attention?

Give the media a reason to cover you by either creating news or piggybacking on another issue/news item

Monitor the media in your community and note what they’re interested in.

Find the hot issue, take on a different angle or up the ante and get creative!

Bring visuals, be pink, have signs at the event.

How do you work the press when you’re working in coalition with other groups?

Send out joint press releases, choose the best spokespeople to promote to the media, regardless of which group they belong to, and highlight the group that takes the lead role in the organizing. Discuss with your partners in other organizations who's doing what at the action or event, and work collaboratively for your common goal.

How do you respond to media inquiries at your event?

Bring press releases with you, ask reporters/photographers/bloggers to sign-in or give you their business cards, so you’ll have their contact info, and introduce them to your spokespeople. Thank them for covering your event and ask when and where the article/TV clip/blog/photo etc will be available. Follow up afterward as appropriate with thank yous and/or offers of future interviews.