Organizing a Media Event
1) Define clear goals.
- What is the strategic reason to generate media coverage? To put pressure on an employer, elected official, or other target? To build community support?
- What potential downsides could there be? If you were our opponent, how would you respond?
- What is our clear, concise message? How can it be framed to be interesting to the media and appealing to the public?
2) Choose whether a media event is the best way to get coverage. Hold a news conference only for a major story that should be presented to several reporters at the same time. A poorly attended event makes us look weak and will hurt us with busy reporters who are short on time. If it is likely that only newspaper reporters – not photographers or television cameras – will cover a news conference, consider offering one-on-one interviews at the newspaper’s office, at your campaign office, or over the phone instead. You might check with a friendly reporter to see whether the event sounds newsworthy. If you go ahead, make sure the event delivers what was promised to reporters or you risk losing credibility with them for future events.