Using earned media effectively requires timing and strategic planning. CODEPINK organizers can use earned media to maximize impact and reach. News advisories, op-eds and blogs, and TV/radio/podcast interviews are all great earned media tools! Here's how to use them: 

News Advisories

News advisories should be strategically issued to inform the media and the public about significant events and developments. These include announcements and report-backs of upcoming events and actions. Additionally, news advisories are an effective way to communicate reports of awards, prizes, grants, or publications associated with your cause and to announce new campaigns or significant achievements within ongoing campaigns.

Op-eds/Blogs

Writing an op-ed or blog is most effective when timed strategically to coincide with specific circumstances. These include launching a new campaign or action, leveraging the current news cycle surrounding your campaign topic, or preparing for an upcoming campaign or action as part of a larger media plan. By aligning the publication of op-eds or blogs with these critical moments, you can capitalize on increased attention and engagement, amplifying your message and impact.

Interviews

CODEPINK organizers should always be prepared to be interviewed due to several compelling reasons:

1. Being ready at all times ensures that they can effectively convey their expertise on the issue at hand. Since CODEPINK campaigners are antiwar organizers, their insights are valuable in shaping public discourse.
2. In the absence of their perspective, the public may receive information from sources lacking the nuanced anti-military, anti-imperialist transnational feminist lens that CODEPINK provides.
3. When the campaign topic is in the current news, it presents an opportunity to assert an antiwar viewpoint and influence the ongoing narrative.

Being interview-ready is essential for CODEPINK organizers to assert their stance effectively and advocate for peace and justice!

TIPS AND TOOLS FOR NEWS 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?

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.