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Traditional media
TV news, wires, newspapers and radio are still the mainstay of Australian media so don't ignore them. The basic tools are media advisories and press releases (as fax or emails). Follow up with a telephone call to ensure the message got through. It's surprising how much falls between the gaps.
Visit the Big Switch website to find out how to write a:
If you are promoting an event, allow plenty of time to send advisories, releases and make phone calls. Find out deadlines of your target media well in advance and ensure you don't miss them.Printable Greenpeace guide to working with the press
Letters to the editor
These are a quick and easy way to get an issue aired in print. Keep it short and sweet. Letters to the editor are designed to express your opinion, so give it. Newspapers publish details of how to send in letters to the editor, word length and contact details required. Stick to these guidelines (it's amazing how many people don't).
How to write a letter to the editor
Talkback radio
Did you know that politicians monitor talkback radio to find out what the public really thinks? Now that you know, jump on the phone and call your local station.
5 tips for talkback radio
1. Keep your message clear and simple. There won't be time for detailed analysis so keep your point of view short and succinct.
2. Write down 2-3 points and stick to them during the call.
3. Use a friendly, relaxed but persuasive tone.
4. You're speaking to many, many Australians, so don't feel that you need to convince everyone (including hard-boiled opponents!).
5. Stand your ground. Your point of view is valid and important even if the talk-back host is hostile. Maintaining your composure builds your credibility.
Non-news media
There's so much more to media than news. Think about other sections of the paper, TV or radio programming. Free community service announcements are run on most radio and TV stations and in many papers. Investigate what they need from you (maybe a 20-second tape or a ready-made graphic or ad). Try to get in the features section as well as the main news. In TV this translates as programs such as lifestyle shows, current affairs or specialist programs. Brainstorm angles that will appeal to your target media outlet and get in contact with them. Community radio stations will often allow local interest groups a lot of air time and sometimes even your own show.
Online media
The joy of the web is that anyone can publish his or her own material. If you don't have your own website, there are plenty of websites that are happy to host your images, audio, video or text campaign message.
Find out more about online campaigning tools
Newsletters
Newsletters can be used to inform others in the community about your issue. A newsletter may be emailed to your subscriber list or printed on paper and distributed using foot power.
Find out how to create a newsletter in our Start a community group section.
Further info
Become an online activist at NetAction: Learn how to campaign online and create email alerts.Add your activist events to this Australian activist website.
Tech Soup offers information and advice on online technology, such as blogging, to non-profit organisations.
An environmental community with resources for activists.Internet resources for Australian activists.
Services and information provided by Australian federal, state and local governments.
