IFCO/Pastors for Peace - Media Guide

The media is a powerful force that shapes public opinion. Media outreach is a key component of successful organizing. The caravan offers an excellent opportunity to publicize the work of your local group and IFCO/Pastors for Peace. This will help you get started on your media outreach. Look for a more detailed media outreach guide, sample press release and other public outreach tools coming to you soon!

Cultivate Media Contacts

Create a List of Responsive Media

Keep it Current!

• Contact supportive local groups & churches and ask for their media list
• Put together a list of reporters who cover topics relevant to the caravan
• Request IFCO's list of media contacts in your city
• Do an internet search of community media in your area

Key Points to Remember

• Control your event. Assign someone to greet the press and direct them to your spokesperson. Make sure you get everyone's pertinent information. Set up a table for reporters, photographers and camera crews sign in. Hand out press kits containing a press statement and background pieces on your organization and the issue.
• Don't forget the Spanish press! Designate a translator if your spokespeople aren't Spanish speaking.

Some media outreach ideas

Radio Public Service Announcements

• Write and/or record a 30 or 60 second statement to be read on the air or use the enclosed IFCO/Pastors for Peace PSA.
• Call media outlets and determine the station's preferred PSA format.
• Send or deliver it to the radio station with your local flyer and background information on your group and IFCO-Pastors for Peace. Mark it clearly as a PSA.
• Include a contact person and phone number. Follow-up with phone calls.

Free Public Service Advertising in other media

• Some television and cable stations will broadcast PSAs as well, so call the station manager's office for submission guidelines.

Press Releases

• You can write your own press release, but IFCO/Pastors for Peace will send several press releases for distribution both before and during the caravan. These can be modified with information about your local events, contacts and press conferences.
• Releases should be on one sheet of white paper, double spaced, with contact information on top. The object of a press release is to pique the interest of the media -- NOT to pack in as much information as possible.
• Write the release as though you are writing for someone who knows nothing about your event or group.

Press Conferences

• Fax and/or email press releases three or four days ahead, and again the day before the conference.
• Address press releases to a known reporter or appropriate news desk with attention to the assignment editor (local, international, religion, etc.).
• Follow up with a phone call the morning of the press conference.
• Schedule the press conference in relation to news deadlines. A 3:30pm conference can be aired on the 5:00pm news. Weekends are often slow news days and can be good days for press conferences. Breakfast press conferences can also be very successful.
• Choose a site that will provide interesting visuals such as IFCO/Pastors for Peace buses or trucks in the background.
• Be well-organized at the press conference. Start on time and provide reporters with written background information on your group, IFCO/Pastors for Peace and the topic of the conference. Designate one or two speakers and keep the remarks short and concise. Allow time for questions.
• Request business cards. This will help with future media work. If reporters cover your event, call and thank them the next day. It helps to establish a rapport.

Radio Talk Shows & Interviews

• Call radio talk shows and sell them on the newsworthiness of the Caravan.
• Prepare a press packet with information on your group, IFCO/Pastors for Peace, and your featured guest. Try to find a local person to be interviewed, but remember that IFCO staff are available via phone in a pinch.

Advertise your event through the National Press

• The major wire services (AP, UPI, Reuters) have local offices and will carry listings of local events in their "Daybook." Fax copies of your press releases to the daybook one or two days before the event.
• Call the Daybook the day before an event and the morning of an event with details on time, place, and nature of the event. Be persistent. Daybooks receive hundreds of calls a day. Make your event sound special and exciting.

Publish a Feature Story or an Editorial

• Feature stories on local involvement generate interest from the printed press.
• Editorials should be written in response to related events occurring in the destination country or the US. Call the editorial page and talk about the editor's interest in your editorial. Find out the space limitations and dates of publishing.