1) Approach media cautiously.

"A reporter holding a notebook, a tape recorder, or a TV camera is like a man with a loaded gun in his hands….approach any reporter as thoughtfully, as cautiously, and as respectfully as you would approach an armed and potentially dangerous person…with the media’s support anything is possible."

 2) Reporters are often not aware of their power.

"Ironically, most reporters do not believe that they have real power…their job, they would argue, is not to determine what environmental policies are adopted."

 3) Don’t buy the myth of the powerless, objective reporter.

"You, the environmental negotiator, would, of course, be crazy to swallow the myth of the powerless, objective, disinterested reporter. Reporters have extraordinary power."

 4) Reporters have preferred outcomes in mind.

"He/she consciously or unconsciously shapes public opinion by the manner in which he/she reports an issue….more importantly, a reporter shapes opinion by deciding what issues will be covered and what issues will not be covered.

 5) You must out-compete other potential news stories.

"Believe me, the fight to receive news coverage is fierce. Just about everybody wants to have his name in the newspaper and to see his face on the evening news."

 6) Non-coverage can kill your campaign.

"If you have the right position on an issue and you can’t get anybody to report on it, how are you going to shape public opinion in your favor?"

Must address 5 things on reporter’s checklist to receive prominent and favorable media coverage.

1. The reporter asks himself, "Is this story of sufficient weight to merit news coverage?"
2. "Does this story fit my medium?"

layers of facts - newspaper

described using 3 or 4 15 second sound bytes - radio story

told quickly with a few chosen words - TV

3. "What will the superiors in my news organization think of a story on this subject?"
4. "Do I know enough about this issue to do a decent story?"

"The easier it is for a reporter to assemble and to verify the facts on an issue, the more likely it is that he will do a story on that issue"

5. " Do I care about this issue?"

1. Be prepared to state clearly and concisely why your issue is important to the people in your news media’s service area.
2. Try to frame your issue so that it fits well with each of the 3 types of media—newspaper, radio, and television.
3. Be willing to explain your views to the supervisors in the news organizations. Send the editors your packages of information.
4. Give the members of the media the amount of information they want, and give them as much lead time as possible.

5. Make certain to involve those reporters who you know are personally interested in your story.

--call them up and tell them what you are attempting to do

 What to do if there is a hostile story or coverage of your issue?

 "Even if a reporter makes a serious error in reporting your story, never call him and scream at him. It is all right to point out errors and it is fine to ask that the errors be corrected, but you should always ask politely and respectfully."

 "Never get into a fight with a news organization. They can hurt you a lot more than you can hurt them…you buy ink one pen at a time…they buy ink by the gallon."

 "The best strategy for coping with a bad story is usually to smile and to carry on…you need the media if you are going to shape public opinion. Holding grudges against reporters and getting into fights with their news organizations are expensive and foolish practices."