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"Anyone working in media today has to think of themselves as a mini-producer and has to think of any event as producing a mini-movie. You have to think in terms of what is your backdrop, what is the key line and what are the key props."

 

- Dan Manatt, PoliticsTV

 

What is going to be covered in the training?

 

The Center for Progressive Leadership Action Network is helping progressives gain the skills to shape media coverage of important issues in their communities, including:

  • Working with a national organization to reinforce a larger message
  • Successfully planning and implementing an event
  • Targeting and attracting local media coverage
  • Following up and expanding coverage
  • Tips for developing long-term relationships with reporters

Who is the training designed for?

 

The national media training is designed for local activists and individuals who are interested in helping gain media coverage in their communities for progressive issues and campaigns. The training will cover some of the fundamentals of earned media, but the conference call and practice skills sessions will give even experienced media organizers the chance to hone their skills and help develop other leaders in their community.

 

What is earned media?

 

Events are called “earned media” events because you have to work to get coverage. Sometimes “earned media” is called “free media” because you do not specifically pay for the coverage, like you would if you bought an ad. However, many people prefer the term “earned media” because there is a lot of work involved in actually receiving the coverage.

 

How do you attract media coverage?

 

Attracting earned media coverage is a challenge for every organizer; however, there are some core concepts that can you help be more effective. We'll go over the details in the training, but it includes how to make events media friendly by strategically choosing:

  • Your location
  • Time of day
  • Creating visuals
  • Having a hook
  • Making it timely and relevant
  • Preparing press kits and informing the media

How is this related to message?

 

Message is about choosing the right issues and language to generate momentum for your causes; generating local earned media coverage for events is where the actual work takes place to get that message out. The National Media Impact Training is not about how to develop a message or create a broad media campaign; both those topics are important, but it's important that organizers at every level also understand how to actually get media coverage for their events and issues.

 

This training is about the best practices for actually getting reporters, newspapers, radio, the internet, and television to cover and report favorably on the issues you're passionate about.

 

 

 

 

 
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