Media Management
The Media's Perspective
One of the irritations of party politics is the feeling that newspapers and the electronic media don't seem willing to cover positive activities. The media seems more interested in publishing pictures of a branch brawl than they are of a successful charity event. But you can overcome such problems if you build your understanding of the media's perspetcive, improve your media skills, and establish friendly relationships with individual journalists.
Understand the Media Perspective. The first point to remember is that the media are not obliged to provide free airtime or publishing space to your party. They are in the business of selling advertising space and time. They do not automatically make money from free advertising of party events and political messages.
Pick Your Contact Carefully. The people who work in the media have different specialist assignments. It's very important to contact the right person for your event and establish a good working relationship with these people. Many media outlets have assigned political reporters. Younger staff are more likely to quote you or write stories on your Youth Wing. Get to know the relevant journalists and call them first whenever you have a story to tell. Avoid bothering more than one person with the same information at the same station or newspaper (you will make a long-term enemy if you convince two people from the same publication to write the same story).
Work Around Their Needs. Remember that the media is a deadline dominated business. There are times when they will not be able to talk or your request is late. Always let them know a couple of weeks in advance of an interesting event which they could cover. This will place an event on their assignment calendar. Call them back the day before to confirm coverage. If your event has been cancelled, let them know in plenty of time.
Offer Unique Stories. Recognize that your event may be important to your branch, but most regular party events are far from being front page material. Only call the media to events that have an interesting angle. For example, most parties have training nights, so why is yours different? Provide photo opportunities that attract the right media: television is not interested in still shots and newspapers don't like pictures that they can't compose.
Presentation
Compose Meaningful Images. Photographers disdain the cliched "handing over the cheque" photo. Arrange instead to have more meaningful images - like loading the results of a food drive onto a truck. Remeber that photographers and TV cameramen require time after a shoot to develop and edit their material. Do not make them late during your event. Don't just make the foreground meaningful, also arrange for an interesting backdrop or location. Use symbols that strike a chord with the mainstream, such as the national flag.
Prepare Your Spokesperson. Let just one person do the talking. Assign that person to speak to the media before they arrive and ensure they are briefed on all aspects of the media event. This person should know everyone who was involved, how to spell and pronounce all relevant names, what information is on the public record and what should be kept away from the media ears.
Plan Your Clothing. Pay some attention to dress sense.Try to avoid the stereotype capitalist image of a suit and tie, instead dress as others in the area would. Be aware that certain clothing patterns cause problems for television cameras. In particular, thin stripes, detailed patterns (like hounds tooth), and dangly earrings will all cause camera footage to go haywire. Finally rember that people will accept conventional ideas from unconventional looking people, and unconventional ideas from conventional looking people, but they do not take credibly unconventional ideas from unconventional looking people.
Lest Media Stunts Backfire
Head off Distraction Stories. Remember that when the media is invited to cover an event, they may find a side-event that is more interesting to cover as well. This interesting side story may have a better chance of making the front page than your great advertised activity. Reporters don't always talk to the people that you want them to talk to. They will also look for opinions from disenchanted or disenfranchised groups because they are part of the whole story as well. It is better to ensure before the event that there will be no trouble-makers around, rather than have to deal with this contingency when it arises. For example, in an election campaign when your opponents will be out to heckle your candidate, it is wise to organise a streetwalk so that every "member of the public" who will shake hands with your candidate has been prearranged.
Concede Mistakes In Full. If a statement of yours contained a mistake, then be honest with the media. Concede mistakes swiftly, then move on. Nothing causes more bad media than to deny an error which journalists already have proof of. You can persuade the media to move quickly onto your principal messages, if you put any mistakes behind you first.
Punish Malfeasance, But Defend the Defensible. If an individual member of your Youth Wing has caused embarrassment through their words or deeds, then you could consider "disciplining" them to uphold the standards and image of your organisation. But never give the media a sacrificial lamb where it is not warranted. Young people make genuine mistakes, and should not have their name tarred over minor errors of judgement. Often media criticisms do not mean your group has made errors. Instead media whinging only reflects the political agenda or muddled policy understanding of the journalists involved. Your own constituency will be able to discern when the media is being partisan, you do not necessarily have to point it out. Where the actions of your group can be rightly defended, then stick up for your own.
Be Factual, Not Personal. It is said that "you should never have an argument with someone who buys their ink by the barrel". Newspapers always will have the last words, because they write them. Be fair to reporters covering your events, and remember that they can quote you on anything that you say. If you've got a serious complaint about being treated unfairly in a story, then hunt down the reporter and put your view politely but firmly face-to-face. Don't get personal, be factual. Finish up on a friendly note if you can. Avoid creating a personality spat or antagonising a journalist unless they have really asked for it big time.
No Comment, No Story. Where a media group is running a serious attack against your organisation, one of the best approaches for killing their story is to give no comment. You can either refuse to comment, or even be out of contact. A journalist cannot quote you out of context, if they have no quote to deal with. The journalist cannot solicit quotes from people to rebut your comments, if they have no comments from you in the first place. This approach should only be used sparingly - for example where the journalist involved is a personality that was never friendly to start with. Never annoy a journalist who has hirtherto been fair and balanced.
Show Appreciation Where Warranted. Be sure to always thank the media for any positive coverage that they give to your activity. If your story gets published, organise friends to write letters to the editor. You will get continued coverage if the media feels that their audience is interested in hearing about the issue you have targetted.