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.
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Tips and Tools
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 coverage area of the event or action. It is best to send media advisories out at least 2 weeks before the event.
Tips And Tools For Op-Eds, Letters To The Editor, And Interviews
OP-EDS
When writing an op-ed, it's important to own your expertise—know what you are an expert in and why. Stay current by following both general news and developments in your area of specialization. Don’t aim for perfection; time is often limited, so write quickly to capture the moment before it passes. Use plain, direct language and avoid metaphors, ensuring your message is clear and accessible to a wide audience.
PRESS RELEASES
Press releases are more narrative based and tell the whole story of your organization's news. Imagine it as if you are writing your own news-story/article. Press releases should be sent about 5-7 Days Prior to your event/action (if possible.) Best days to send releases: Tuesday, Wednesday, Thursday.
LETTERS TO THE EDITOR
Writing a letter to the editor is a powerful way to persuade others to take action, suggest new ideas, and influence public opinion. It allows you to educate the public on important issues and can even help shape the views of policymakers, making it an effective tool for driving change and raising awareness. To increase your chances of getting a letter to the editor published, keep it concise—under 300 words—and make sure to reference something recent and relevant in the community. Incorporating local statistics and personal stories can strengthen your message. If your letter isn’t accepted right away, don’t be discouraged; try submitting 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/war/or climate crisis.
- 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
Example 2: Writing a letter opposing something
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 with information such as crowd size, police presence, opposition to action 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 or you can send them to your local, independent news outlets that take outside submissions.
INTERVIEWS
When preparing for a media interview, remember that you control the conversation. Focus on five key talking points related to your campaign, including important numbers, statistics, the most crucial campaign facts, and what needs to be done. Stay on message and stick to these talking points throughout the interview. If you’re asked tricky or probing questions, don’t feel pressured to answer—simply divert back to one of your key points. For example, respond with, “Well, I’m not here to talk about that, Susan! I’m here because [insert statistic or talking point].”
MEDIA PLANNING FAQS
What are some ways to get media attention? To get media attention, monitor local media for trending topics and either create news or tie your story to current issues. Find hot issues, offer a fresh angle, and get creative with public events, using attention-grabbing tactics like pink signs or street theatre.
What media planning do I do before the event? Before the event, create a media list of reporters likely to cover your action and send them a press release. Prepare short talking points and designate a spokesperson, or multiple for larger events. Ensure they are familiar with your group, the talking points, and comfortable handling interviews, especially questions about CODEPINK.
How do I respond to the media at my event? Bring press releases, collect contact info from reporters, and introduce them to your spokespeople. Thank them for covering your event and ask when and where their coverage will appear. Follow up with thank-yous and offers for future interviews.
How do you work with the press when in coalition with other groups? Send joint press releases, choose the best spokespeople, and highlight the leading group. Coordinate with partners on roles at the event and collaborate toward your common goal. Make sure each group in the coalition is on the same page. Debrief together afterwards.