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- Develop a relationship with reporters. To develop a
positive relationship you must:
--provide accurate information
--be reliable (e.g. you promise something, deliver it),
--speak on the record as much as possible
- Reporters are on a deadline so you are too. If you
want to get your comments out keep deadlines in mind.
- Return all calls from the press even if only to say,
" My client is innocent." It's best if you can say
something ANYTHING, positive about your client.
- If you have an idea and want to pitch a story, set
it up strategically. Write your own headline.
- Call assignment editors.
- Make yourself a source. If you have information and
expertise, tell the press. Send press releases. Make rolodex
cards for your organization. Give and informational call twice
a year to the reporter covering the relevant topic.
- To pitch a story about a trend - e.g. MBTA police harassment
of youth - make sure that you have an example so that you can
argue that your particular example represents the whole problem.
In other words, do not speak to the press about trends unless
you can give an example - by that we mean, a youth whose parents
have agreed to let the youth speak to the press - about what
you are talking about. Remember, anecdotes drive a story.
- Complain about coverage you find biased or prejudicial
by calling and by writing letters to the editor or assignment
editors. The more letters or calls received the more likely
you will see change in coverage.
- Praise good coverage. When you read something you like,
or that represents a departure from what the newspaper/radio/t.v.
station does, make sure you offer positive reinforcement by
calling or writing.
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