The following "how-to" guide provides practical, easy-to-use information that will help you strengthen your media outreach efforts and earn coverage. Included in this manual are sample documents as well as ideas and tips that have been developed to make you more effective in working with local journalists.

How To Create News and Commentary

Determine News Value:

Media outlets often have different criteria for determining what is and isn’t worthy of news coverage and commentary. Stories are generally built around the following four elements:

• Audience appeal and relevance to readers and listeners

• Issues that stimulate debate, controversy and even conflict -- in short: drama

• Stories that generate increased readership and high ratings

• Fresh angles, important developments and new twists for an issue that will generate and sustain public interest

One way to determine what is "news" in your community is to read the daily papers, watch local newscasts and listen to the radio. At the local level, the media often focus on community celebrations, personalities, politics and daily events. Pay close attention to what type of events and activities are covered and look for any local or regional connection that you might leverage. This will help you become a better judge of what will interest the media.

Craft Your Message:

Three keys to success in dealing with the media are: consistent messages, repetitive messages and memorable messages. As you identify timely and newsworthy topics, review your coalition’s mission statement or objectives for ideas about how to craft your messages. Remember that your media messages should be clear, concise and easily repeatable. Summarize your entire message in fewer than 20 simple, easily understood words for print media and fewer than 10 seconds for electronic media. You will need to support your messages with simple statistics, dates, figures, events, names, colorful examples and/or personal experiences.

Some useful questions to consider while developing newsworthy messages include:

• What story do you want to tell -- and to whom?

• Why should people care? How does the issue affect your audience?

• Is there a local angle, personality, group or event that makes the message more timely and relevant?

• How can you state your ideas in a fresh way? What interesting facts, examples or stories will help illustrate your messages?

• If there is more than one audience, how should the messages differ?

• What are the challenges? What negative or inaccurate information must be overcome?

• What are the likely rebuttals? How will the opposition respond?

How to Tell a News Story

One of the most important facts to keep in mind about the media is that no single list of prescribed steps can guarantee press coverage. Coverage, or lack of it, is determined by events beyond your control.

However, there are several things you can do to improve your chances of earning coverage. Number one is to establish good media relationships. By working with the media and understanding their needs, you will be able to create materials and events that attract attention and effectively deliver key messages.

Develop an Effective Media List:

Wire services, newspapers, magazines, television, radio and even the Internet carry messages directly to target audiences. The key is to make sure you contact the right person with the right message at the right time. By developing "smart" media lists, you can quickly reach the key people who follow transportation issues and related topics. This is particularly important when you are attempting to educate journalists, correct misinformation or dispel myths involving breaking news.

Below are guidelines for developing effective media lists:

1)   Start by identifying an initial list of relevant media outlets in your geographical area. Identify one news contact at each organization who you can call regularly with a story idea, newsworthy event or response to an article.

2)   Think broadly. Media includes not only newspapers, magazines, radio and television, but also academic and association publications, community newsletters and the Internet.

3)   Call each organization to confirm or add names of journalists who cover public transportation issues, write editorials and produce news stories on such topics as local government, Congress, economic development, energy and the environment, livable cities, congestion and the special constituencies served by transit systems.

4)   Organize your contacts in a database that can be sorted by subject and type of media. This will allow you to target your message in a timely manner, particularly when there is breaking news to respond to or report.

5)   Update your media list on a regular basis to ensure you have the correct name, title, address, telephone and fax numbers and e-mail address for each contact. (Some reporters change assignment areas and locations frequently.) As you develop your list, note how each journalist prefers to be contacted (i.e., e-mail, telephone or fax).

Introduce Your Coalition to the Media:

As a representative of a new organization that is not well known or has never initiated publicity, you will need to introduce yourself to the media. An effective way to provide journalists with information about you, your coalition and important public transportation issues is to issue a one-page press release announcing the coalition’s formation. (A sample press release is included in this notebook.)

A simple, well organized media/information kit should accompany the press release. Journalists will often rely on kits as a quick reference for facts, figures, quotes and contacts when they are researching or writing stories. Over time, it is important to keep the information updated and accurate. If your coalition has a Web presence, these materials should also be posted in an electronic form. The media/information kit should include:

• Press release/background paper explaining the purpose, mission and/or objectives of the coalition

• Fact sheet on public transportation in the community

• Relevant fact sheets and issue papers distributed by the national APTA office

• List of all coalition members and their affiliations/organizations

Brief biography describing your role in the community, involvement in the coalition and any facts to distinguish you as a knowledgeable and objective source of information about public transportation

• Recent editorials or news clips that help convey important messages

• List of contacts for further information, with names, telephone numbers, addresses and e-mail addresses

The press release and media kit should be mailed to your entire media list,, or hand-delivered where appropriate, with a brief personal letter introducing you and the coalition and a promise to follow up by telephone within a few days.  

Follow Up With the Media:

After disseminating your press release and media/information kit, you will need to follow up with each journalist. During the follow-up call, be succinct and direct. Immediately state who you are, why you are calling and the reasons why the person should listen to you. If appropriate, you might suggest scheduling an informal meeting to introduce yourself and other local leaders who share the coalition’s goals. A face-to-face meeting can help build a solid working relationship, increase your chances of being called on as a frequent source of information about public transportation and may result in a favorable interview, story or editorial.

Since this may be your first contact with a journalist, use the telephone call or meeting to learn:

• News and broadcast deadlines

• Amount of lead time needed for stories to be researched, written and edited

• Advice on preferred formats when transmitting information

• Feedback on the newsworthiness of particular issues, proposed coalition activities and commentaries

Become a Reliable, Quotable Source:

After the initial introduction to the media, you will need to work at building and maintaining personal relationships with journalists. These relationships will help get the coalition’s name in the news, spread key messages and make it more likely that events and activities gain media attention.

You should view your relationship with the media as a partnership. You want to reach decision-makers and the public, and the media provide access. The media want to report news and capture the public’s attention, and you have important information.

Tips for establishing successful relationships with the media: The following tips can help you establish and maintain positive working relations with journalists.

• Build rapport: Take advantage of opportunities to nurture a positive relationship with the media. Periodically send them new information or items of interest to remind them that the coalition is a good resource.

• Stay in touch: Compliment the media when they do an accurate, thorough story or positive editorial about a priority issue of yours. If a reporter has quoted you or a member of the coalition, send a note of appreciation for a job well done. Likewise, if stories contain inaccurate or misleading information, don’t hesitate to point this out to a reporter in a polite, objective manner and offer to provide specific information that will help prevent similar "misunderstandings" in future coverage.

• Be consistent: Develop key message points so that you always deliver consistent messages about the importance of public transportation. Update these messages regularly to remain relevant to emerging news stories. Identify coalition members who can serve as effective spokespersons so that the group can build a uniform presence with the media.

• Offer other contacts: You can demonstrate your value as a media resource by recommending other reliable contacts who will add credibility, reinforce your messages and complement your coalition’s mission and objectives.

• Help reporters do their job: Keep in mind that the media rely on people like you for story ideas, timely information and access to interview subjects, usually under tight deadlines. One of the best ways to establish productive relations is to help reporters accomplish their own objectives by providing them with information and other sources, respecting deadlines and anticipating questions so that you are prepared to answer on the spot.

• Give the media a "heads up": Reporters appreciate receiving tips to develop their own stories, but they need advance notice of an event in order to do so. When you know of an anticipated announcement or event, give the media a "heads up" so reporters have adequate time to prepare. When appropriate, use embargo ground rules during telephone calls and on news releases to let reporters know that the information is being given first to them and cannot be released officially to the public until the specified date and time. (Print "embargoed until [date], [time]" at the top of materials. Be aware, however, that an "embargo" does not guarantee the media will hold the information. Therefore, be selective and careful with what you release early.)

• Become indispensable: When reporters recognize you as a valuable source for public transportation stories and commentary, they are more likely to pay attention to your suggestions and views. One way to become indispensable is to introduce yourself as an expert, knowledgeable resource or someone with access to a range of experts on key issues. You might compile the most compelling transit statistics and send them to reporters with a brief letter about the coalition. Another way is to keep on hand a list of informed speakers and commonly requested facts that can be provided quickly.

CHECKLIST OF MEDIA DO’s AND DON’T’S

Do’s

Know how to reach them: Keep your press lists updated with current phone, fax and e-mail information.

Be accurate: Contact the right reporter or writer at the appropriate publication or station.

Always clearly identify yourself and the coalition: Journalists talk to many people every day. It helps to reinforce your organization and issues.

Be brief: News stories require concise, succinct messages that can easily be converted into sound bites, headlines and short quotes.

Be direct: If you have a request (i.e., you want a journalist to write a story about a particular issue), ask directly.

Make it personal and local: Journalists often seek ways to humanize their stories by using real-life anecdotes. They also want to add local facts, figures and connections.

Respect deadlines: Always respond quickly and accurately to journalists’ requests. If possible, respond within the hour.

Be accessible: Provide all media contacts with business cards that can be added to their Rolodex. Include cell phone number, e-mail addresses and other ways to reach you at home or work.

Be flexible and accommodating: By working with journalists’ busy schedules, you can help improve or increase coverage for your issues.

Be honest: If you don’t know an answer, say so and offer to find out. If you can’t find the answer, say so.

Be prepared: Be prepared to provide complete information and to answer questions once you have a reporter’s interest.

Say "Thank You": Send thank you notes. Thank journalists for their time, even if they choose not to cover your story or run your commentary.

Don’ts

Don’t offer stale news: Avoid weak story ideas and issues that are considered "old hat."

Don’t say something you do not want to see in print or on the air: Assume nothing is "off the record" -- even when talking casually before or after answering specific questions.

Respect journalists’ work schedules: Don’t call in the late afternoon (when many journalists are writing stories) or immediately before a news broadcast. Learn when to call your media contacts.

Don’t badger: If a story idea does not attract the media’s attention, no amount of encouragement will change their minds. But…

Don’t be discouraged: Journalists are asked to cover a wide range of stories every day. Persistence pays off. If your story, offer to be interviewed or op-ed is rejected, take the opportunity to ask the journalists what type of information they would find helpful and worthwhile to pursue.

How to Work With Different Types of Media

Because each medium has its own format and requirements for what is timely and what is news, a story, event or commentary may not be equally appropriate for print, television, radio and the Internet. Be aware that each media outlet has a defined audience. A particular message might not appeal to every target audience.

The following section provides the basics for working with print and electronic media, but do not hesitate to ask questions when dealing with journalists to learn more about their specific requirements.

How to Work with Print Media

Print media encompasses a variety of outlets, including daily and weekly newspapers, local and national magazines, association and civic newsletters, etc. While the suggestions outlined below can be applied to almost all print media, we have focussed on newspapers, magazines and wire service stories.

Newspapers / Magazines:

Because they have the largest staffs and readership, newspapers (daily and weekly) and some magazines (weekly and monthly) will always be important targets for outreach. These outlets generally provide more in-depth treatment of a subject than television, radio or wire stories. Newspapers can be particularly valuable communication tools because they are published frequently, cover a broad range of issues and rely heavily on local news to fill pages. As a result, newspapers are more likely to publish editorials, opinion pieces and letters generated by your coalition members. Opportunities for coverage include:

• Editorial page and letters to the editor

• Metro/city news

• Economic development news

• Transportation and commuter news

• Politics and government news, particularly concerning budgets and public projects

• Business and employment features

• Energy and environmental news

• Technology and science features

• Lifestyle features

• Real estate features

• Consumer news

• Special interest population news (i.e., senior citizens, people with disabilities, minorities, students and children, the disadvantaged)

Contacting Print Reporters/Editors:

When contacting a journalist, columnist or editor, be direct in making a request. Do not hesitate to ask for a supportive editorial or follow-up story. Below are some specific suggestions for initiating editorial board meetings, op-ed pieces, a feature story or column and letters to the editor.

Editorial Boards:

What is an editorial board? Editorials reflect the issue positions taken by a publication. These essays, which can help influence decision-makers, are written by the editorial board and usually use information presented by local, state or national figures during an editorial board meeting or briefing. These meetings, which are often scheduled at regular times each week, typically last no more than one hour and take place at the publication’s office.

How to request an editorial board meeting: Editorial writers are news-oriented. Thus, meeting requests are more likely to be received positively if you approach an editor when transit or related issues are in the headlines. To request a meeting:

1)   Find out the publication’s position on specific public transportation issues before seeking a meeting. This can be accomplished by reviewing previously published editorials and relevant news coverage.

2)   Draft a brief letter to the editorial page editor stating why your issue or position is worthy of discussion. Provide compelling and timely facts that demonstrate you have valuable information or an interesting perspective to share. It is also useful to explain why the issue is particularly relevant to your community. (A sample letter is included in this manual.)

3)         Follow up with a telephone call.

Tips for a successful editorial board meeting:

• Focus your presentation on no more than three main messages supported by facts, data, memorable examples, anecdotes or quotes.

• Show that you are aware of other approaches to the issue. Editorial writers may ask you to explain the opposing point of view. You will have greater credibility if you are perceived as having seriously considered other viewpoints while taking a firm stand.

• Consider taking along an ally who can provide additional credibility, expert testimony, personal insight or a local angle.

• Be prepared to defend your position, answer questions, hand out simple charts or background materials and offer to be available if additional information is needed.

Opinion Editorials (Op-Eds):

What is an op-ed? Opinion editorials, or "op-eds," are short commentary pieces written by third parties rather than the staff of the publication. An op-ed is an excellent way to communicate your messages, directly and unfiltered, to target audiences -- regardless of whether the publication is interested in an editorial board meeting.

How to submit an op-ed: Op-ed policies differ from publication to publication. It is important to learn in advance the criteria and format for submitting op-eds and to whom a piece should be sent. Most op-ed articles focus on a single issue and raise a few key points or messages. Longer pieces are likely to be heavily edited by the publication. When submitting an op-ed article, be aware that the choice of an author is critical; people with highly recognizable names or positions in your community are more likely to have their articles published.

Tips for getting your op-ed published:

• Select a topic that is currently in the headlines and will continue to be newsworthy for the next two to three weeks.

• The article should be well organized and well written, typed, double-spaced and no more than 650 - 750 words in length.

• A short cover note should accompany the article. The note should include the author’s name, title and organization (or other descriptive credential), contact information and why the piece is important.

• Within a couple of days, follow up with a telephone call to express your hope that the piece will be published.

Letters to the Editor:

What is a letter to the editor? Letters to the editor are the simplest and most direct way to respond to particular articles or editorials that have appeared in a publication. Editors of newspapers and magazines use the letters section as a forum in which readers can share views on timely or controversial issues, even if the publication does not comment on the topic itself. Therefore, the letters-to-the-editor section often provides a forum for brief reports or information that may not be covered by news reporters.

Where to send letters to the editor: The weekly newspaper is the easiest medium in which to get a letter printed. It is helpful to send a letter within two to three days of when the original article or editorial to which you are responding appeared -- or week in advance of when you hope your letter will appear. Letters to magazines also can be effective because they can reach a broader readership or be targeted to a particular magazine’s audience.

Tips for getting your letter published:

• Learn the name of the editor to whom your letter should be sent.

• Letters should be typed, double-spaced and fewer than 250 words (preferably about 100 words).

• Keep it simple, crisp and to the point.

• Consider including local references. If you are writing about a national issue, mention how it impacts people in your city, state or region.

• Cite the article or editorial (including the date and headline) to which you are responding.

• Your letter should be sent within two to three days of the publication of the original piece. If you are not responding to a specific published article or editorial, the topic should be timely and currently in the headlines.

• If you are responding to an editorial position taken by the publication, affirm or challenge the stated view and support your reaction with facts, anecdotes, quotes and/or humor.

• Avoid sending the same letter at the same time to multiple publications. Vary your letters by rearranging and rewording paragraphs.

• Whether you send an e-mail or conventional letter, provide complete contact information on the author.

Feature Writers and Columnists:

What are feature stories and columns? Feature articles are generally longer news stories that examine an issue in depth. Columns are opinion pieces generally written on a weekly or biweekly basis by the same author, who may work for the publication or be an independent, syndicated writer. Both feature writers and columnists seek suggestions for their articles.

How to propose a feature story or column: One of the best ways to suggest a topic for a feature story or column is to contact the writer, columnist or editor directly. Depending on your relationship with the journalist, you may wish to call or write. However, most writers and editors prefer to receive story ideas in writing, along with pertinent background information.

Tips for pitching a story idea:

• Begin by explaining to the writer, columnist or editor that you are offering an idea for a feature story or column.

• Summarize the idea in one paragraph.

• Explain why the intended audience would be interested. Emphasize the scope and importance of the story.

• Provide a few interesting details or facts.

• Describe picture possibilities.

• Enclose your contact information, including e-mail address and telephone number.

Print Deadlines:

Reporters are always pressed for time. They maintain busy schedules to stay abreast of breaking news. Sensitivity to the media’s deadlines is critical to working successfully with journalists in any medium. Standard deadlines for print media vary according to the type of publication, but typical ones include:

• Daily morning newspapers:                    2 to 3 p.m. the prior afternoon

• Daily evening newspapers:                    Early morning the day of the issue

• Weekly newspapers/magazines:            Five to seven days before the issue date

• Monthly magazines:                               Two to six weeks before publication

Wire Services:

A wire service is a news agency that disseminates syndicated news copy to subscribers in the media. The most widely used wire services are the Associated Press (AP), Gannett News Service, Reuters and Knight Ridder. Consider contacting a wire service if the story has appeal that goes beyond your local community. By contacting the local bureau in your area, you have the potential to get your story or commentary picked up by newspapers across the country that find the information useful to their readers but do not have adequate staff to devote to the story.

How to Work with Electronic and Broadcast Media

Electronic media, such as television, radio and the Internet, require special consideration because of their unique formats. The following suggestions will help you work with these outlets.

Television:

According to the Television Bureau of Advertising, television is the primary news source for 69 percent of Americans, placing it ahead of newspapers, which only 37 percent ranked as their primary news source. In addition, Americans pick television as their most credible news source. In a Roper-Starch survey, 53 percent said they would be more inclined to believe TV when receiving conflicting reports from different media, versus only 23 percent who said they would believe newspapers.

Contacting Television Producers/Editors:

Television is a visual medium. While many of the methods used for approaching newspapers, magazines and radio can also work for TV, a visual element must be considered to make the story more interesting or easier to understand. In general, people being interviewed on camera do not make for engaging television unless they have dynamic personalities or use visuals to demonstrate their messages. A simple chart, timeline or series of photographs can be an engaging visual element for a story about public transportation.

You can increase your chances of obtaining coverage by recognizing the different kinds of television shows and offering a story or commentary that fits the appropriate format. Some of the types of shows that can be pitched are:

• News programs, such as the local and national network and cable news, look for short feature segments of interest. Local shows obviously prefer a local connection.

• News features shows, such as 60 Minutes, 20/20, Nightline and Dateline, do longer feature segments, usually focusing on an important issue, trend or individual’s story.

• Talk shows range from local cable TV to Larry King Live. At the national level, the PT² campaign is likely to be most interested in programs such as Meet the Press, This Week, Charlie Rose and Hardball. Local public affairs talk shows offer opportunities for local coalitions. These shows are generally produced by individual stations and are hosted by local TV news anchors, commentators or reporters. Segments on these programs are often longer and may involve live interviews.

• Phone-in programs offer the opportunity for your coalition and its allies to dial in and ask questions or raise specific topics.

• Editorials, commentary or public service announcements allow you to communicate your unfiltered messages in 10-, 30- or 60-second formats.

How to reach out to television stations: Unless you are in a major television market, your local television station is not likely to have a reporter assigned to transportation issues. Large market or small, your best contacts are likely to be the station’s assignment editor and news director. These are the individuals who decide what news to cover and assign reporters to stories each day.

In addition, the producers of talk shows at local television or cable stations are useful contacts to include in your media list. These people often seek out interesting individuals and organizations to present editorial opinions or to debate timely issues. You can also contact the station manager or program director to suggest topics and speakers for on-air editorials and commentaries.

Television Deadlines:

Standard deadlines for television vary according to the type of program, but typical ones include:

• Editorials/ PSAs: Produced two to four weeks in advance

• News feature shows/some national talk shows:  Lead times range from one or two weeks to as long as two months, depending on the program.

• News shows/current-events talk shows:"Day of," usually by 10 a.m. for the 6 p.m. news

Radio:

Radio goes places other media cannot. It reaches 77 percent of consumers daily and 95 percent of consumers weekly. Radio talk shows are an important way to disseminate your coalition’s messages because the opportunities are plentiful and these programs are always seeking interesting guests. In North America, there are approximately 460 national radio talk shows and more than 5,100 local talk shows. In a recent survey, approximately 30 percent of radio producers said they are interested in booking guests who can discuss specific, topical issues.

Contacting Radio Producers and Hosts:

How to contact radio stations: To explore opportunities to appear on a radio show, contact the producer or program director. These individuals usually select the show’s guests, especially at larger stations. At smaller stations, hosts are often their own producers and should be contacted directly. If you are reporting, pitching or commenting on news, introduce yourself to the station’s news director, assignment editor or individual reporters. Demonstrate your value as a knowledgeable resource who can quickly provide information, verify facts, offer quotes, suggest additional contacts and help analyze news events.

Finally, the station manager (along with the program director) usually determines the station’s editorial policy and selects topics and guests for commentaries. Develop a relationship with this individual by sending suggestions for opinions, a copy of an op-ed or a brief written commentary that could be appropriate for the station.

Radio Deadlines:

Deadlines depend upon the story, but the following times are standard.

Editorials/ PSAs:   Produced two to four weeks in advance

Talk shows:    Lead-times range from one to two weeks

News shows:  "Day of"

Tips for gaining television and radio coverage:

• Listen to and watch the targeted program before calling to pitch yourself, an event, story idea or commentary. A producer is more likely to book you for an appearance if, in addition to having a good story and being an interesting guest, you can demonstrate a familiarity with the program and target audience.

• Don’t hesitate to pitch an idea to a station’s producers or news directors. Most stations are always seeking timely subjects and interesting guests to fill time.

• If you are pitching an event or speech, fax or e-mail a short media advisory to the assignment editor a few days in advance. Newsrooms receive stacks of advisories each day; therefore, it is important to follow up with a telephone call to ensure the assignment editor knows about the event and so you can make a case for why it is important.

• Be concise when you call. Explain who you are, why you’re calling and why you would make a good guest on a show. Describe any specific expertise, training or experience you may have that would distinguish you as an "expert" or knowledgeable source. Offer to make regular appearances in person or over the telephone.

• If a producer or program director is interested, you may be asked to send some background information about yourself, the coalition and key transit topics. You may also want to provide a fact sheet, reprints of supportive articles or editorials and a list of 10 to 15 suggested questions the host may ask about your topic. If you have made prior appearances on radio or television, you can also include a list of the program names and dates and an audiotape or videotape of a recent impressive media event or interview.

• You can gain greater attention and increase the likelihood of being invited to participate in a talk show if you offer to bring an elected official or other community leader with you.

• If you are a guest on a television or radio talk show, draft a few notes about the main points you want to make. Think of simple sound bites that the audience will easily remember.

• Always present a calm, factual and professional manner.

• If you appear on a call-in program, arrange for two or three supporters to call in with prepared questions. This will ensure that you have an opportunity to make your key points.

• If the journalist or producer is not interested, thank him or her for the time and call the next media contact. Don’t be discouraged. After your initial contact, call or write a follow-up note. Work to develop a relationship with the assignment editors and reporters at the stations and make certain they know you are available and willing to be interviewed on camera.

• If you don’t receive a response, continue to stay in touch by sending news clips and articles that demonstrate the importance of public transportation and your value as a spokesperson.

How to Work with Internet Media

The Internet offers a variety of new tools to reach more people with more information, more quickly than conventional media. Internet users are a news-hungry group. More than 66 percent of those who go online for news say they follow national news most of the time, compared with 47 percent of those who do not use a computer. And, 80 percent of consumers believe online news is as reliable as traditional news, according to a recent survey. As a result, the Internet is emerging as a supplement to, not a substitute for, other traditional news sources, offering opportunities to deliver messages to a highly receptive audience.

What is Internet media? Web-based media can take many forms, but three of the most common types are:

1)   E-zines or electronic magazines, like Slate and Salon. Often, an E-zine operates as both a Web site from which content is "pulled" by visitors and as a subscription service through which content is "pushed" to subscribers by regular e-mail, usually on a daily or weekly basis.

2)   E-mail newsletters or electronic newsletters. Yahoo! Delivers and newslinx. E-mail newsletters use only the "push" approach. They can be stand-alone publications or used to promote content on a linked Web site.

3)   News sites of traditional "brick-and-mortar" publications or broadcasters, such as MSNBC.com, CNN.com, NYTimes.com, WashingtonPost.com and online versions of local newspapers and magazines. Most major media outlets now have a Web presence. Articles that are printed or broadcast off-line sometimes differ from the online versions because different staffs and resources are involved in each, although there have been some staff consolidations in recent months.

While many Web-based media are distributed via e-mail, there are great differences among the publications. Many online publications are free, but some charge a subscription fee; many carry advertising, while some do not; some are text-based, others include color, graphics and multimedia. Some publications focus on a broad, general audience, while others are highly specialized.

[I assume most of the coalitions would be working below the radar screen of Slate, Salon, et. al. - are there local counterparts we can give them?]

Other resources for communicating your message online include:

• Online communities:

An online community is a group of people who share a common sense of purpose. As in off-line communities, members can openly exchange information, ideas, concerns and questions. Online communities can take many different forms and address a wide variety of interests. In fact, many local cities and towns have developed their own community pages. Journalists from all media outlets often monitor newsgroups, message boards, chat rooms and discussion forums in an effort to learn about trends, explore story ideas or uncover news tips. Participating in online communities offers an opportunity to contribute information that may attract the attention of journalists and to distinguish you as a knowledgeable, balanced source of information about public transportation.

Many editors or webmasters of these city- or subject-specific sites are eager to provide fresh and interesting content for their visitors. They will frequently post information free of charge, including links to useful sites. Because these sites are sometimes maintained by volunteers or part-time webmasters, it is a good idea to provide as much lead timelead-time as possible on time-sensitive information. In return, the sites will often post information about your coalition indefinitely. Get to know the editors or webmasters of these local sites, because they may welcome the opportunity to receive a steady stream of updated information from you.

• Internet broadcast outlets:

Like other online outlets, audio and video broadcast outlets offer several benefits. The audience is computer-literate; the reach is worldwide, 24 hours a day, seven days a week; and unlike traditional broadcast media, an interested listener or viewer can immediately search for additional information about your coalition and the PT² campaign. It’s important to recognize, however, that such outlets may have limitations on the amount of original content they offer. Also, content from one site can turn up on others. If an interview becomes potentially embarrassing, however unintentionally, it can end up having an unfortunately long life on the Web. [not sure why this warning is here but not for e-zines, etc.]

Exploring Online Opportunities:

Like journalists at conventional news publications, editors of E-zines, E-mail newsletters and news/informational Web sites look for issues and stories that will be interesting to their subscriber or visitor bases. Since many of these electronic publications are available free, you can easily access them and assess how to develop news pegs and stories that are likely to appeal to their readership.

In exploring the online media and Web sites in your area, you should ask the following questions to determine whether a particular outlet is appropriate for your media efforts.

• Is this a special interest Web publication or site? Does it target a specific audience that is likely to be interested in public transportation and related issues?

• Does the Web site or publication use outside material?

• Does it have original content, or does it only use information from other sites, wire services and other sources?

• Is the publication text-based, with black type or color? If the publication is rich-text or HTML-based, does it use photographs, charts, illustrations and audio and video clips?

Contacting Online Web sites and Publications:

Most online media prefer to be contacted solely via e-mail. Include your other contact information for their convenience, but it’s best to limit your communications to e-mail unless breaking news is involved.

Making a pitch via e-mail: Keep your e-mail pitch concise and to the point, and use a descriptive subject header. Always include the text of your statement or release in your e-mail, as many contacts will not open e-mail attachments due to concerns about spreading computer viruses. Let contacts know if you have visuals available, but it is best to let them respond if they can use photos or logos rather than clogging their e-mail with materials they may not use.

Following up via e-mail: Follow up via e-mail within a reasonable time, but don’t forget to check the sites or publications beforehand to see whether your information has been used. Some editors will use information without responding. If the information has not been used, ask for feedback so you can learn what materials will be a better fit.

Tips for gaining online coverage:

• Do research: Spend some time researching appropriate online publications and Web sites. Directories like Yahoo! and search engines like Google are both good resources. Visit the sites and subscribe to e-mail publications as available in order to familiarize yourself with the type of materials and coverage they offer.

• Develop a list: Develop a list with whatever contact and content information you can obtain. If you are not certain about contacts, many sites have a "contact us" feature that offers an e-mail address. It is acceptable to inquire about the editor’s interest in your subject area if it’s not clear whether the site is an appropriate outlet. This is also a good opportunity to begin to develop rapport with these online contacts.

• Contribute articles: Remember that some sites or publications will not post a release, but they may be amenable to running a bylined article or op-ed piece. If so, this can be terrific exposure for your information. Look for seasonal opportunities to provide timely materials.

• Use link opportunities: When contacting sites to request coverage, ask them to provide a link to your Web site, if appropriate. Many online publications and Web sites will include a live link in the text of an article, but some also have special areas devoted to links to useful sites. Some sites will also post a logo, so be sure to offer to provide one. Once established, such links can remain in place for extended periods of time.

• Leverage your partnerships: If your coalition members, allies and partners have their own Web sites, request a link to your site (or PT²) from theirs. The more sites you have linking to yours, the easier it will be for your target audiences to find your coalition.

• Learn which sites are already linking to yours: By using the advanced search features on major search engines like Google, Alta Vista and Lycos, you can find out which sites are already linking to yours. These sites may represent good opportunities for media relations activities, since they already appear to have an interest in the information your site offers. Work to establish relationships with the Webmasters of these sites and send them updates and information on a regular basis.

How to Handle Inaccurate Coverage

Media coverage of local transit issues is likely to involve debate over a variety of topics that includes economic development and urban sprawl, traffic congestion, public financing for public transportation, quality of service, energy and the environment. Given the range of subjects and the strong positions they will generate, coalition members should be prepared to deal with inaccurate, incomplete or erroneous media reports. When you believe the media has published or broadcast an inaccurate story, you need to determine if the problem involves an error of fact or an interpretation of the facts that differs from yours or coalition’s.

How to correct media errors: Errors of fact are easier to manage than misinterpretations. When you discover a mistake in a journalist’s story, present the correct factual information with as much documentation as possible and try to persuade the journalist to publish or broadcast a correction.

If you believe your issue has been poorly covered or the information is inaccurate or incomplete, you can explore developing a new angle and adding new information before you contact the reporter. In this way, the reporter may choose to write a new second story with the correct information, without having to decide whether there was an error. Some reporters will be willing to correct mistakes in print or on the air even without a new angle.

How to address a contrary viewpoint: A situation in which a reporter has interpreted the facts differently is not the same as one in which he or she has reported the facts incorrectly. Acknowledge up front that there is a difference of opinion involved and that you’d like a chance to present your views. Many reporters will respond positively to a caller who presents another point of view that has not received much publicity.

Be prepared to provide a 20- or 30-second statement explaining your position. A reporter, particularly from radio, may ask you to tell your side of the issue when you call. Explain your position briefly and back it up with as many facts as possible. Present reasons why the readers, listeners or viewers will want to be aware of your viewpoint. Be careful not to attack the reporter personally; the more you refer to his or her interpretation and contrast it with your own, the more legitimate you will appear. Finally, ask the reporter if he can help you gain coverage for your side of the issue.

If a solution cannot be found with the reporter, it is often best to let the matter drop unless the story is likely to create a serious and continuing problem for you and your coalition. In this situation, you may want to try to arrange a meeting with the managing editor, the editorial board or the news assignment editor. Explain that you’d like an opportunity to present your coalition’s perspective. Let them know you want to work with them to avoid future misunderstandings. Some media organizations will be receptive; others will not.

Helpful Hints for Interviews

Your coalition spokespersons must serve as educators. To fulfill this role, they will need to assess quickly the level of understanding a reporter brings to an interview. Most journalists are generalists; therefore, it is important to begin each interview with a brief discussion to ensure the reporter has all the relevant facts and is up to speed. You might suggest that it would be helpful to provide him or her with a mini-briefing before the interview begins.

If you anticipate using technical terms and names, organizational jargon or acronyms that are not well known, you should compile a list of words and phrases as a reminder to speak in language that the interviewer can easily understand. Be prepared to explain the terms you do use. As an educator, it is your responsibility to put your story into a larger context and perspective. This often means sharing personal insights and experiences with the reporter that give the issue more depth.

The following suggestions are intended to help you participate in a successful interview:

• Learn the basics: Find out who the reporter is and become familiar with the media outlet (i.e., print, TV network, radio station, etc.). Ask what type of interview the reporter is planning (i.e., in person or telephone, live or taped, length of time, anticipated audience, etc.) and what questions you should be prepared to answer. (If the reporter needs specific data and facts, compile this information before the interview.)

• Be prepared: No matter how close a relationship you may have with a reporter, your responsibility is to be prepared for every interview. Take time to organize your thoughts and learn key facts.

• Provide information before the interview: Prior to the interview, send the reporter printed background materials about you, the coalition, PT² and key issues, including any simple graphs or charts you plan to use to make points.

• Be comfortable: If possible, meet where you are comfortable. Make certain you are not interrupted during the period you have agreed to talk. If you are being interviewed at a media outlet, arrive with lots of time to spare. This will allow you to relax and become acclimated to the surroundings.

• Listen to each question: Listen, pause, think and then respond. Be assertive and take control, remembering to deliver your messages in a memorable way. Continue to stress and re-emphasize the key points you want to make -- whether or not the reporter asks the "right" questions.

• Be concise and clear: Give short, concise, direct answers and interject personal terms and local connections whenever possible. Avoid using jargon and remember the reporter’s audience. In an electronic medium such as television or radio, keep your sentences crisp, clear, sharp and to the point -- and use your voice to emote and emphasize key points.

• Correct misinformation immediately: If a question is based on incorrect information or inaccurate facts, begin your answer by stating the correct facts. (Example: "Last year, ridership increased by X percent and expenses grew by X percent, but public funding remained flat…")

• Stay calm and in control: Do not argue with the reporter, do not lose control and do not become defensive. If the reporter asks an offensive or negative question, turn it around and make a positive statement. Do not repeat the negative from the question.

• Be honest and candid: If the interview veers off into an unexpected direction, do not panic. Politely tell the reporter that you are unable to answer questions for which you are not prepared. Tell the truth; it’s OK not to have an answer. Tell the reporter you will have to check and call back. Do not guess or suppose.

• In a crisis, have clear priorities: If you are being contacted about a breaking news report that negatively impacts your coalition or its goals, protect your organization’s long-term image. If possible, obtain the facts before you talk with the reporter. If you are doing a live on-air interview, share the latest information you have with the audience. If the breaking news involves a tragedy, accident or loss of life, show compassion and express concern for those involved. Depending on the breaking news, the priority may be for your coalition to appear human and reasonable to the audience, not defensive and combative.

How to Plan a Media Event

Media events are an opportunity to bring coalition members and the media together. They are an excellent way to earn television coverage of coalition issues. When planning a media event, it is important to remember that the media -- especially local television -- receive multiple requests to cover events every day. As a result, media events must be of immediate news value to journalists. Below are several questions to ask when determining whether to host a media event:

• Do you have a specific, timely, newsworthy event or topic you wish to discuss? Will it be of interest to community and civic leaders, government officials, business, labor, special interest groups and/or a substantial number of citizens?

• Will a well-known local celebrity or group attend the event? (The "bigger" the name, the more likely it is to be covered by the media.)

• Is the location for the event conducive to television? Is there a good visual? Will you need to arrange for extra lighting and sound equipment?

If you determine that you have a newsworthy event, the following steps can help ensure successful coverage:

1)         Pick the Day, Time and Location:

While media will cover events in the middle of the night if they are newsworthy or late-breaking, it is best schedule events according to the following guidelines:

• Events held in the late morning or early afternoon are more likely to generate media coverage. If possible, do not hold media events before 10 a.m., because journalists will not yet have their daily assignments. Also, do not hold events after 4 p.m. This is when journalists are on deadline for the next day’s paper or that evening’s news.

• Tuesdays, Wednesdays or Thursdays are the best days for media events. (On Mondays, journalists are busy catching up on weekend developments and planning their assignments for the week. On Fridays, coverage can be uneven; even when stories are reported, coverage often goes unnoticed on Friday night or on Saturday.)

• Pay attention to the calendar. Do not hold events before or after long weekends and do not compete with well-known community fairs, festivals or celebrations. (Note: You may be able to make an annual community fair or festival a news hook)

• Journalists are more likely to cover events that are easily accessible. Do not plan events that require long commute times for the media.

2)         Advance the Location:

Visit the location where you plan to hold the event a few days prior to the actual date to determine what preparations need to be made. Items you should consider include:

• Event Picture: Determine the picture you want the event to convey. Plan how to position all people, banners and other props to accommodate this picture. Imagine how the event will look on television.

• Chairs: Seating should be provided for the audience and media. The chairs should be arranged to provide television cameras with a clear, unimpeded view of the speakers. Provide bleachers or steps to help elevate the cameras above the crowd.

• Lighting/Sound Requirements: Work with the location staff to determine the sound and lighting needs for the event. Call the television stations to ask if they have any technical requirements that you will need to meet.

• Press Check-In Table: A small table should be placed at the event entrance to hold media kits and a press sign-in sheet. It is important to have a person at the entrance who can answer questions about the event and help direct journalists.

• Entrance and Exit: Determine how your main speakers will enter and exit the room. You may not want them to walk through the crowd and the media. This is especially important if a well-known person is attending the event. You may need to prepare a "holding" room to keep speakers away from the crowd prior to the event.

• Refreshments: Serve refreshments such as coffee, juice, soda, bagels, pastries, cookies, etc. You should order these items in advance or be prepared to bring them to the event. On hot days in outside locations, provide the camera operators and technical crews with bottled water.

3)         Determine the Program:

Media events generally run no more than 30 minutes. If possible, you should limit the number of speakers and the time of their remarks to fit this schedule. At least one or two days in advance of the event, all participants should be pre-briefed on the speaking order and time of their remarks. It may be helpful to draft message points for the speakers to help guide their comments. You should make it your business always to know what an event participant plans to say before he or she reaches the microphone.

4)         Alert Media to the Event:

Several days prior to the event, issue a short media advisory alerting reporters to the event. The advisory should be no more than one-half page to one-page in length, double-spaced, and it should include basic information such as "Who, What, When and Where." After the release is issued to your media list, call all media contacts to ensure they received the advisory and are aware of the event. On the day of the event, you should call media contacts again to remind them of the event and to encourage them to attend.

5)         Press Release on the Event:

The day of the event, issue a press release about the event that includes why it was held, who attended and what was said and accomplished. The release should include quotes from key participants, along with the full names and titles of all participants. If some journalists are unable to attend the event, arrange to fax or e-mail the press release immediately following the event. If possible, prepare the release in advance and distribute it to reporters who attend the event as well; having written copies of statements will make it more likely that they quote participants and do so accurately.

Getting Started: Ideas for Creating News Hooks

In earning media coverage, creativity counts. Journalists often respond to new ideas and perspectives. We encourage you to consider some of the following ideas and to select those you feel are most appropriate for you.

• Develop a list of most frequently asked questions about public transportation. Release the list to the media and offer to be available to answer questions on television or the radio.

• If your local newspaper publishes a "Question of the Day" section, propose to an editor that citizens be asked about a pressing transit issue in your area. Submit a list of helpful facts that can run with the feature.

• Ask a local morning radio show to feature an "Ask an Expert" segment once a month. Arrange for coalition representative to respond to caller questions live on the air. (Have supporters call with prepared questions.)

• When national stories appear on public transportation issues, clip the stories or download them to your computer and send them to local journalists and editors with a note asking them to write an editorial or a follow-up story with a local angle. Include a local connection.

• Watch prime-time television for references to transit systems and public transportation. If an episode of a popular show contains a reference or current issue of concern, call your local affiliate station’s program manager or general manager and ask them to run an editorial comment piece or to do a follow-up news story. (Example: "Last night on The West Wing, the issue of funding for nation’s public transit systems was at the center of a critical political debate. Tonight, we have a similar story to tell you about here in our own city…")

• Contact your community cable channel to ask if your coalition can produce a weekly discussion program about public transportation issues with local politicians, community and business leaders and special interest populations.

Checklist: Working with the Media

r      Determine if your story has news value

r      Craft simple, memorable messages

r      Develop an effective media list. Always keep it updated

r    Issue a press release or hold an event to introduce coalition to media

r   Become a reliable, quotable source by developing strong media relationships

r      Understand media "do’s" and "don’t’s"

r      Newspapers/Wire Services

          è Know the key reporters, editors and photographers

          è Schedule and editorial board meeting

          è Submit an op-ed

      èRespond to transportation stories with letters-to-the-editor

          è Pitch a feature story or column

r      Television

          è Know the assignment editor and key reporters

          è Use a picture to tell your story

          è Place a guest on local talk and public affairs shows

          è Know and respect tight TV deadlines

r      Radio

        è Know local radio reporters, hosts and assignment editors

          è Target drive-time radio

          è Translate your message into sound-bites

          è Place guests and callers on popular local shows

r      Internet

          è Look for traditional media online

          èLearn a Web site’s target audience

        è Know how to find and get information to popular community sites

r      Plan A Media Event

          è Wisely pick the day, time and location

          è Take time to advance the location

       è Determine the program and speaker order ahead of time

          è Give the media a heads up

          è Issue a press release on the event

Working with the Media
Worksheets and Sample Documents

WORKSHEET # 1

Develop a Media Message

This worksheet is intended to help you develop media messages and design a strategy to engage the media.

Constant Organizational Message:

Using your coalition’s mission statement and objectives, summarize the organization’s entire message in fewer than 20 words. When used consistently in media communications, this message will be critical in establishing your coalition’s name recognition and identity. It may take several drafts to perfect the message.

Draft Message:             ___________________________________________________________

Draft Message:             ___________________________________________________________

Draft Message:             ___________________________________________________________

Final Message: ___________________________________________________________

WORKSHEET # 2

Develop Issue-Specific Media Messages

This worksheet is intended to help you develop media messages that address issue-specific concerns.

Issue-Specific Messages:

Begin by stating the issue, problem or concern you wish to address or to which you wish to respond. Next, summarize your entire message/response in fewer than 20 words. Integrate facts, figures, names or other specific information into your statements. Finally, list additional information, statistics or an anecdote to support your message in a follow-up discussion or rebuttal.

Initial Issue / Problem / Concern:___________________________________________________

Your Message:             ____________________________________________________________

Supporting Information / Facts / Story: __________________________________________

Supporting Information / Facts / Story: __________________________________________

Supporting Information / Facts / Story: __________________________________________

WORKSHEET # 3

Identifying Media Contacts / Developing Media Lists

Using the format below, identify media contacts that are likely to have an interest in your coalition and issues pertaining to public transportation. Include addresses, telephone numbers, fax numbers, e-mail addresses and other key contact people (such as reporters, editors, columnists, publishers, broadcast producers, talk show hosts and anchor persons).

Sources for this information include local telephone directories, the Internet, telephone inquires, national media directories and the mastheads of publications.

Local and State Level: Print Media (newspapers, magazines, etc.)

Name: _____________________                   Name: ____________________

Title: ______________________                    Title: _____________________

Publication: ________________                      Publication: _______________

Address: ___________________