Taking your issue or cause to the media can be a great way to reach a wider audience. Media can place a sharp spotlight on those in local government who should be held to account. It can pressure councillors, local authorities and local heads of departments to engage better, provide answers and to act. The media is a critical pillar to uphold democracy, which means the consequences of bad press can be a powerful motivator for local authorities to get their houses in order.
Steps for using the media to create change
Identify in which media your issue or problem will have the best impact. This could be local or national media, or both. Also remember to use all the channels that are appropriate for the issues you want to raise. This includes social media, community newspapers and radio stations, and national media outlets of online media, radio and television.
Start with putting together a press statement. Structure your press statement with a clear outline of the issue or problem that has hit your community. Emphasise the impact and consequences of the issues going unresolved. Journalists look for the “who, what, where, when, why and how” in a story. So check that you’ve answered these questions so that your message is a strong summary but also highlights the newsworthiness of your issue. Keep your press statement short and concise. Here’s an example.
Remember that there is power in personal stories. Knowing how the problem has affected real people’s lives, often makes the media more likely to cover your issue. So detail the experiences of one or two people in your community who have been affected. Use their quotes and ensure that they are prepared to be publicly identified and are willing to take part in follow-up interviews. Show what action the community has tried to take. State the community’s demands and/ or calls for immediate action. Ensure there are contact details for someone who can be on hand to give additional information to a journalist or producer and offer to supply photographs, if needed.
Keep your statement short, clear and concise. A page and a half is plenty. Have a punchy headline for your statement.
Send out your statement to your targeted media outlet and follow-up in a day or two with an email and a phone call.
Prepare one or two community members for being interviewed for press, radio and TV. Help them stick to the facts and timelines and make sure they do not ramble on about issues that don’t speak to actual problem. Remember that often the final cut will only be a few minutes long. Don’t exaggerate but do highlight and show how bad the situation has become and restate what the community believes is needed as fair and speedy resolution.
Keep journalists strategically updated with new developments on your problem. This means keeping in touch without bombarding the reporter. Also work on building good relationships with reporters. Consider writing short summaries and providing photographs as updates. Many newsrooms are squeezed in terms of reporters and photographers so making their job easier gives you a better chance of having your story placed or featured.
Not every newsroom will be interested in your story because they have to choose from the many stories that come to them. But having a strong press statement, photos and contact people willing to be interviewed helps get your foot (or story) in the door.
Some useful medica contacts to try:
GroundUp, or +27 21 788 9163
Prime Media is home to premium radio stations 947, 702, Kfm 94.5 and CapeTalk; as well as award-winning independent news brand Eyewitness News.
EWN Newsroom +27 11 506 3555.
EWN 24 Hour Hotline 08 6000 NEWS (6397)
Newzroom Afrika comms@newzroomafrika.tv/ 010 448 4050
Remember, there are many local newspapers (see link to Caxton Publishing above) and community radio stations who may be especially interested in local news stories.
Photo by Claudio Gonçalves on Unsplash
Tshwane
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