Media 101Understanding the tools for effective

communication, building advocacy and policy change

TFL Grantee and Partner Training

Presentation Outline

• Purpose and Role of Media• Grantee & Partner Role in Media Relations• Media Monitoring• Responding to Media Coverage• Messaging Documents• Intro to Let’s Be Totally Clear.org• So What’s Social Media?• Q&A

Purpose and Role of Media• The media can shape public opinion• The media can influence policymakers• Our goal is to generate POSITIVE

messages in support of TFL’s work in tobacco prevention & control

• Helped pass and defend the Louisiana Smoke-Free Air Act and Act 838

Grantee and Partner Role in Media Relations

• Serve as local spokesperson

• Build and maintain a local media presence for TPC, including cultivation of relationships with reporters, editors, etc.

• Keep informed about local stories, events, and situations that are related to tobacco control

• Respond to media when appropriate

• Notify TFL staff member of local coverage

Media Monitoring

• Monitoring news channels is crucial• Check different news sources throughout the day • Watch the news, read the paper or online version

– Scan headlines and Letters to the Editor/Opinion sections– Do quick word searches online– Google Alerts– Subscribe to RSS Feeds

Responding to Media Coverage

How should I respond to media?– Letters to the Editor via email or online

submission form– Online comments– Follow up calls to reporter– Notify your RC so TFL can respond

Letters to the EditorWhy write a Letter to the Editor?Letters to the Editor are perhaps the most direct

way to generate media coverage

What do they do?• Educate the public and raise awareness• Influence the opinions of the editors,

readers, and policy makers• Bring attention to areas of public

support

Letters to the EditorWhen do I respond with a Letter to the Editor?Respond to an editorial, article, or other letter to the editor:

• To clarify information in the article and/or add information that may not have been included

• To react to negative editorials, unbalanced or biased news stories or unfavorable letters from other readers

• To share opinions, recognize civic contributions, or state public support

• To acknowledge and show support of individual actions • To draw greater attention to an issue of public importance that

may not be receiving much media attention• To state a specific call to action to the public or legislators

Letters to the Editor• Editors often call to verify the writer’s name,

title, organization, phone number and the content of the letter:– Anyone who submits a LTE must be familiar with the

content of the letter and available to take a media call to verify information.

• Review the newspaper’s guidelines for submission. Guidelines are often found:– On the Letters to the Editor page of the paper– On the newspaper’s website

Letter Writing Keys to Success

• Respond immediately• Refer to the story you are responding to• Think like a lawyer; argue your case• Write like a pro – and proofread!• K.eep I.t S.hort & S.imple• Localize it• Editorialize it • Include contact info• Place in the body of an email• Take advantage of TFL’s communications technical support

Messaging Documents

• Your go to document for messaging

• Ensures consistent statewide messaging

• National and state specific data

• Includes info on tobacco marketing, shs, and tax

• CTFLA fact sheets and pt/counterpt

An Intro to www.LetsBeTotallyClear.org

Real Louisianans sharing their story on how secondhand smoke has

affected them.

What Can I Do on the LBTC Site?

• Share your story and upload your photo

• Write a Letter to the Editor

• Write your Legislator

• Join a Coalition

• Sign up for the TFL E-Letter

• Contact a Regional Coordinator

• Forward it to all your contacts!

So What’s Social Media?• A way for human beings to share information online• May not always be trustworthy or accurate• Worthwhile to gauge the conversations and opinions

surrounding an issue• Examples: Facebook, Twitter, blogs, etc. • Social Media in Plain English (copy and paste link into browser

later) http://www.youtube.com/watch?v=MpIOClX1jPE • We invite you to follow us on Twitter

– @BeTotallyClear• We invite you to Become a Fan on Facebook

– Lets Be Totally Clear– Stay Healthy! Louisiana