Making the News: A Guide for Activists and Nonprofits

Acknowledgments
Introduction: Let the World Know 1
Pt. 1. How to Stage a Media Event 7
1. Develop a Simple Message 9
2. Decide If a Media Event Is Right for You 12
3. Determine What\'s Newsworthy 15
4. Create Newsworthy Visual Imagery, Symbols, and Stunts 22
5. Choose a Time to Maximize Coverage 57
6. Find an Effective Location 64
7. Sign Up a Media Sponsor 68
8. Compile a Media List 71
9. Write a News Release 83
10. Distribute a News Release 95
11. Become a Master Interviewee 100
12. Call a Reporter After You\'ve Sent a News Release 112
13. Hold a News Conference 119
14. Alert the Media to Surprise Events and Civil Disobedience 123
15. Get Art Shows and Performances in the News 132
16. Assess Your Media Event 138
Pt. 2. How to Generate News Coverage Without Staging a Media Event 141
17. Suggest Ideas for News Stories to Journalists 143
18. Pitch a Feature Story 148
19. Lobby Editorial Writers 151
20. Write a Guest Opinion 156
21. Publish a Letter to the Editor 161
22. Convince a Columnist to Write About Your Issue 164
23. Influence Newspaper Photographers 168
24. Sway a Cartoonist 170
25. Tune Your Cause to Talk Radio 172
26. Place Your TV Production or Information on Cable 177
27. Use Community Calendars and Public Service Announcements 183
28. Shine the Media Spotlight on Nonprofit Products 187
29. Publicize a Report or Academic Paper 191
30. Promote a Story to Journalists at National News Outlets 199
31. Generate News Coverage Abroad 206
Pt. 3. How to Handle Unsolicited Media Attention 213
32. Control a Media Crisis 215
33. Handle an Unsolicited Call from a Journalist 220
Pt. 4. How to be a News Source and Media Critic 223
34. Cultivate Relationships with Journalists 225
35. How and When to Complain About Coverage 231
36. Organize to Demand Better Journalism 235
Pt. 5. How to Develop a Strategy to Win Your Campaign 241
37. Landing on Oprah Is Not a Strategy 243
Pt. 6. Resources 249
38. Media How-to Books 251
39. Sources for Lists of News Outlets 256
40. News Media Watchdog Groups 258
41. Media Literacy Organizations 262
42. Communications Consultants 264
43. Community Organizing and Fund-raising Information 268
44. Further Reading on Media and Culture 271
45. Brief Descriptions of Staffing at Major News Outlets 275
Notes 279
Index 281