Grassroots Media for Social Change Webinar

© 2005, CARE USA. All rights reserved.

Page 1

State of the Media Industry

• Newspapers continue to face shrinking resources

• There is less coverage on global news and events

• LTEs that once ran in print may now be online

• Opportunity: As more publications expand their online, there is more room for LTEs, commentary and blogs


Page 2

LTE: Why it matters?

Your Story in a LTE

Congressional Staffer or Member sees it

Influence their policy agenda; better understanding of

constituent needs

• Members and staffers will track local media coverage and this includes LTEs

• Some older Members of Congress actually prefer LTEs in print because they still get a newspaper subscription

• LTEs allow you to tell your story in a very public way


Page 3

How to Find a LTE opportunity

Create a Google AlertMake sure to include the topic you are looking for and the name of the publication

You can customize to create daily or weekly alerts

Subscribe and read your daily newspaperVisit your local publication’s website routinelyGet to know the reporter bylines


Page 4

What goes inside a LTE?

Components of a LTE

Description

Length Most LTE’s are between 150 and 300 words. Check the individual news outlets for exact length.

State the news article

Be sure to state the news article that you are responding to. Give a position on the article – Did you agree or disagree with it?

State your opinion

What is the problem that concerns you? What is your position?

Explain How this problem affects you or others, and explain what will happen if something is/isn’t done?

Evidence Provide at least 1 piece of evidence for your assertion.

Cite CARE Be sure to cite CARE in the body of your letter. You can mention a CARE example or that you’re a CARE advocate.

Signature Sign the letter. Provide your full name, mailing address, email address and phone number


Page 5

Tips and Tricks

Be timely. Hook your letter to something that’s

happening in the news.

Stick to the facts. Personal attacks on policymakers are not effective.

Go local. You can go local in your analysis even

when the issue you’re tackling is national in

Scope.

Provide evidence and context. Don’t assume

your audience is familiar with the issue.

Tailor each letter to the outlet’s audience.

Do your research. Read letters in your target publications on a regular basis to get a sense of each outlet’s style and approach.

Follow up with the editorial board page. If you submit a letter and it isn’t accepted, follow up once with the editorial board page.


Page 6

Op-eds vs. LTEs

Op-Eds• More difficult to write;

about 650 to 1,000 words

• More difficult to place because there is less room for op-eds than LTEs

• Requires editing by the publication editor

• Requires a very compelling personal story or local hook for successful placement

• Requires more follow up with editors

LTEs• Shorter pieces• Easier to place

because there tends to be more room, especially if it runs online

• Easier to write • Usually doesn’t

require editing from the publication


Page 7

When a LTE doesn’t place…

Try again! Hang onto that letter and wait for another article to run that relates to the letter. Since LTEs are pretty short, it’s not a huge lift to revise it.

Look for community forums online. Sometimes community forums allow readers to resister and post their opinions.

Try to find alternative outlets to place the LTE. Sometimes publications get very picky about which LTEs to accept. Make sure you’re exploring a variety of different publications in your community and trying out different editors.


Page 8

My LTE placed! What’s next?

Tell CARE and we can share with our networks

Share on Social Media

Share with your Member of Congress


Page 9

Success Stories


Page 10

How Can Social Media Build a Movement?


Page 11

• 64% of Congressional senior managers think Facebook is an important tool for understanding constituents’ views and opinions.

• 42% said the same about Twitter• Facebook deemed more important for

understanding constituents’ views and opinions than form communications, online surveys and polls and online town hall meetings

*Data from http://www.congressfoundation.org/news/press-releases/922-social-media-used-extensively-by-congress

What’s the importance of social media in a congressional office?

http://www.congressfoundation.org/news/press-releases/922-social-media-used-extensively-by-congress



Page 12*Data from http://www.congressfoundation.org/news/press-releases/922-social-media-used-extensively-by-congress

What’s the importance of social media in a congressional office?



Page 13

Find your Member of Congress on Social Media

• Look for the icons on their official website

• Look for the blue check on Twitter

• Use your best judgment on Facebook


Page 14

How Can You Start a Movement?

Let’s focus here• Social media is the #1 activity on the web

• 68% of people will learn more about a charity if they see a friend posting about it on social media

23% of Facebook users check their account five or more times every day

• 25% of smart phone owners ages 18-44 can’t recall the last time their phone wasn’t at their side


Page 15

Connect Educate Call to Action

Follow up

How Can You Start a Movement?


Page 16

Connect

• Ask questions• Comment on other users’ content• Share other users’ content• Engage in meaningful conversation• Prove you want to build a relationship, not a sounding

board


Page 17

• Petitions http://www.care.org/get-involved/advocacy/petitions

• Advocacy http://www.care.org/work/advocacy• CARE Action Network

http://www.care.org/get-involved/advocacy/care-action-network

• Our work http://www.care.org/work

Educate – care.org

http://www.care.org/get-involved/advocacy/petitions



http://www.care.org/work/advocacy

http://www.care.org/work/advocacy




http://www.care.org/work

http://www.care.org/work


Page 18

Educate – other tools

• Read your emails from CARE and follow us on social media• Watch for important hashtags from CARE and others• Watch keywords with Google Alerts and Hootsuite


Page 19

Encourage Action – tell them EXACTLY what you want them to do

41 Retweets 104 Signatures


Page 20

Encourage Action – use current news and events to frame your issue


Page 21

Encourage Action – make it urgent… even when it’s not


Page 22

Encourage Action – Make it about THEM


Page 23

Follow up with your supporters…


Page 24

…and Members of Congress

@MOC Thx for co-sponsoring/signing/supporting/listening/meeting on behalf of @CARE

• Thank them when they co-sponsor legislation

• Thank them for taking the time to listen or meet with you

• Tag @CARE in your tweet, so it will reach even more people!

Image courtesy of Stuart Miles/FreeDigitalPhotos.net

Government & Nonprofit

Grassroots Media for Social Change Webinar