What is the story? Just what are you trying to tell the public? Your message must be very easy to understand and interesting. Nail this and you're halfway there.

Working with the media

If you want to get the media to pick up on your story, you have to know what they are looking for. Feeling strongly about an important issue isn't enough. The issue has to be newsworthy and it has to stand out from the crowd.

It needs at least two of the following qualities:

1. It affects people. If it has a big impact on people's lives, it's newsworthy - the way we live, think, work, dress, eat, raise our children. The more people affected, the higher the news value. This is the relevance factor.
2. It's happening now. News is today - and tomorrow.
3. It's happening here. One person hurt in a car crash in your town is more newsworthy than three killed 500km away or 150 killed on the other side of the world.
4. It's different. The novelty factor is a big drawcard. The first time something happens its news.
5. It inspires an emotional response. Bad news sells but so does extremely good news. The media loves a hero story as much as a disaster. This is why conflicts, whether wars or brawls between neighbours or councils, end up as news.
6. It has a name. A famous name attracts the media. Sad but true.
7. It's the biggest, newest, fastest, tallest, first, best, most expensive. Include these types of descriptions (even oldest, worst, ugliest) and it's more interesting.

Remember these qualities when talking to journalists, writing press releases and planning events. Journalists get swamped with stories every day, so you have to be hard-nosed about selling your story.

(Source: Murray Masterton, academic).

The big picture

A good image will increase the chance of the media picking up your story. It is essential for getting TV coverage. Think visually when arranging an event such as a demonstration, press conference or protest. This may mean some set dressing, such as activists all wearing gags, children carrying flowers, black arm bands, or it could be as simple as  banner with your message.

Inform the media of what they'll 'see' when they come to your event so they come prepared to get the best image. If funds allow, record your event on digital video or camera. The media will generally prefer to publish their own images but if you have the only visual of something newsworthy, the media will use a less than perfect tape or photo.

Liaising with the media

Social change activism does not always get good media. Our concerns are sometimes trivialised. But it pays to remember that journalists aren't out to get you. Their job is to tell stories.

If you have a story that you want people to hear, keep it professional and make it easy for them to get the story. Then your chances of getting coverage are vastly improved.

Top tips for dealing with the media:

• Be good media talent. Know your current facts inside out and speak clearly and simply in a way that the average person in the street will understand and relate to
• During an interview, stick to your point. Prepare some 'grabs' (key quotes) and make sure you use them. Keep your grabs short - an average radio 'grab' can be just five seconds!
• Provide a press release which explains the issue
• Offer your own photos or videos

Printable Greenpeace guide to working with the media

Visit The Big Switch website to find your local media contacts

Further info

www.active.org.au

Add your activist events to this Australian activist website.