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About the book
‘Salzman gives you the nitty-gritty, the nuts and bolts, to compete in the
not-so-free marketplace of ideas.”
MATTHEW ROTHSCHILD
Editor, The Progressive
“Marvelous. A great handbook for activists.”
JEFF COHEN
Executive Director, Fairness and Accuracy in Reporting
“A truly essential guide to making the most of organizing through the media. Every organization should
have this in its tool kit.”
HARVEY WASSERMAN
Senior Adviser, Greenpeace
“ Instructive and inspiring...Scoop Nisker’s injuction,`If you don’t like the news, go out and make your own,’
has always been my mantra. Now it can be your’s as well.”
DANNY SCHECHTER
Author, The More You Watch, the Less You Know
“Salman has written the most comprehensive media guide that I’ve ever seen. We use it, and if you do,
I guarantee you will get results.”
MIKE ROSELLE
Director, Ruckus Society: Cofounder, Earth First!
Contents: Acknowledgements • Introduction: Let the world know • PART 1 HOW TO STAGE A MEDIA EVENT: 1 Develop a simple message 2 Decide if a media event is right for you 3 Determine what’s newsworthy 4 Create newsworthy visual imagery, symbols, and stunts 5 Chose a time to maximize coverage 6 Find an effective location 7 Sign up a media sponsor 8 Compile a media list 9 Write a news release 10 distribute a news release 11 become a master interviewee 12 Call a reporter after you’ve sent a news release 13 Hold a news conference 14 Alert the media to surprise events and civil disobedience 15 Get art shows and performances in the news 16 Assess your media event • PART 2: HOW TO GENERATE NEWS COVERAGE WITHOUT STAGING A MEDIA EVENT: 17 Suggest ideas for news stories to journalists 18 Pitch a feature story 19 Lobby editorial writers 20 write a guest opinion 21 Publish a letter to the editor 22 convince a columnist to write about your issue 23 Influence newspaper photographers 24 Sway a cartoonist 25 Tune your cause to talk radio 26 Place your TV production or information on cable 27 Use community calendars and public service announcements 28 shine the media spotlight on nonprofits products 29 Publicize a report or academic paper 30 promote a story to journalists at national news outlets 31 Generate news coverage abroad • PART 3: HOW TO HANDLE UNSOLICITED MEDIA ATTETION: 32 Control a media crisis 33 Handle an unsolicited call from a journalist • PART 4: HOW TO BE NEWS SOURCE AND MEDIA CRITIC: 34 Cultivate relationships with journalists 35 How and when to complain about coverage 36 Organize to demand better journalism • PART 5 HOW TO DEVELOP A STRATEGY TO WIN YOUR CAMPAIGN: 37 landing on Oprah is not a strategy • PART 6: RESOURCES 38 Media how-to books 39 Sources for lists of news outlets 40 News media watchdog groups 41 Media literacy organizations 42 Communications consultants 43 Community organizing and fund-raising information 44 Further reading on media and culture 45 brief descriptions of staffing at major news outlets ISBN - 9788176496209
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Pages : 312
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