Media 101

Connect

• Identify one or two spokespeople in your congregation or organization to speak with the media.
• Issue media advisories before major events and press releases after events and for ongoing efforts.
• Submit letters to the editor and op-eds in the immediate aftermath of a local incident of exclusion, oppression, or violence.
• Articulate your message in no more than three concise talking points.

Write Engaging Letters to the Editor

Guidelines and Tips (PDF)
Sample Letter (PDF)

• A letter-to-the-editor (LtE) is a brief response to a recently published article in a print periodical. Typically less than 150 words, LtEs usually must be received by the outlet within seven days of publication of the article.
• Don’t be condescending or combative—address the article writers and other actors fairly.
• Submit your LtE to more than one outlet—but modify your language slightly and the article to which you’re responding in order to keep each draft unique.

Write an Op-Ed

Guidelines and Tips (PDF)
Sample Op-Ed (PDF)

• An op-ed (opinion-editorial) is an opinion article written for a newspaper by a third-party contributor.
• Track the news and independently identify strategic opportunities for which your input would be helpful.
• Be sure to review submission guidelines again once you have developed a final draft.




Foster Relationships with the Media

• Reach out to reporters you already know.
• Build a contact list of reporters and editors who cover religion and/or social justice efforts in your community.
• Follow up with reporters and inform them of future events.

Issue Media Advisories Before Events

Guidelines and Tips (PDF)
Sample Advisory (PDF)
Sample Advisory from First UU Church of Austin (PDF)

• A media advisory is a document designed to notify media outlets of a specific event that will be taking place.
• Distribute an advisory five business days before the event, two business days before the event, one business day before the event, and again on the day of the event.
• Monitor coverage the day of and up to about a week after your event to ensure accuracy.

Write Effective Press Releases

Guidelines and Tips (PDF)
Sample Release (PDF)

• A press release is a document designed to notify media outlets of a newsworthy event after that event has taken place.
• A release must make a case for the subject’s topicality and importance.
• Keep your release short, pithy, concise, and a page or less.