Getting media attention

1 Make a clear task division

Who is the spokesperson, and who handles communication with the press? Make agreements within your group or organization about who will maintain contact with the press, send out press releases, and act as the spokesperson. It's helpful to designate one person to handle all media requests, assess whether to respond to them, and pass the request on to the spokesperson.

2 The most important step: make a core message you can use in press releases and interviews.

Before reaching out to the media, it's important to think about your key message.

A core message is not a complete manifesto but 1 to 3 sentences that describe what the issue is and what your demand is. The simpler it is to understand, the better it will be remembered. It sounds easy, but developing a core message or frame can take some effort. So, take your time with it.

Keep it close to yourself and make it personal or local if possible.

Also, express why you or your organization think it's crucial to organize a protest now, on this very day. Write that down in no more than 3 sentences and use it consistently.

Not everyone is as engaged and informed as you are.

Those are the people you want to reach. So, try to keep it as simple as possible. Test or practice your message with neighbors or friends who are concerned but less involved. Does your message come across?

Be careful with numbers

They need to be accurate because journalists and/or readers will check what you're saying. If you're unsure about something, be honest. Say so and ask if there's time to look it up. If you want to use statistics and facts, try to describe them in a way that people can visualize. "Not even a cent per euro earned in the Netherlands" sounds more relatable than "0.7 percent of the gross domestic product." "Every second, 169 trees are cut down" is less abstract than "over 5 billion trees a year." "A garbage truck full of plastic bottles, bags, and trash every minute into the sea" is more impactful than "12 billion a year."

Speak on behalf of your organization

You're not speaking for yourself but on behalf of a group of people. Make sure your message resonates with your supporters and that it aligns as much as possible with their views.

3 Make a press announcement or press release.

Prepare a press announcement well in advance. A press announcement is essentially a brief version of a press release that includes the who, what, where, why, when, how, and how much. Clearly state how journalists and/or people can sign up.

Include an email address and phone number of the contact person and ensure you're available for any questions. Call journalists the next day to see if they've read the announcement and if they're interested in publishing it in their paper or coming to cover the event. In the first paragraph, answer: Who, What, Why, When, What time, and How.

For example:

• Who – name of the organization, group, or simply ‘we’
• What – hosting a Climate Alarm at location X
• Where – gathering at the station
• When – May 1st at 2:00 PM
• How – with the local brass band
• Why – because ice cream is still not free.

Language Avoid complicated words or jargon. Read it again the next day. Reading out loud can help, especially if you're reading it to people unfamiliar with the topic. A press release is a business text. Don't make it too flashy, as journalists will take it less seriously.

Catchy title (also put it in the subject line of your email) It helps if your title is catchy or appealing. The title should be short and fit on one line. In this example, the brass band could be included in the title. Make sure it’s clear what you want to convey and put the most important information in the first paragraph.

Available for press inquiries: Notice for the editorial team, not for publication

• At the bottom of your message, put a line and write ‘Notice for the editorial team, not for publication.’
• Make sure you are reachable when sending out the press release.
• Under this heading, you can include additional information, such as a link to your website, or a specific invitation for journalists to attend a meeting where banners are being made, for example.
• Always include: For more information or interview requests, contact (the person sending out the press announcement/press release).
• Ensure that both the press coordinator and the spokesperson are available so that journalists can reach out with questions or to make a story, even days before the event.

TIP: Include quotes from people in your press release This could be a quote from the spokesperson or an expert in the field. Someone who personally experiences the “problem” and shares something personal with emotion. Always try to include at least one quote from a local resident in your area, as it makes the story more engaging.

Press Release 

A press release is the long version of your press announcement. It follows the same rules as the press announcement, but allows for more detailed information, such as a more in-depth quote from your spokesperson. However, keep it concise—three to four paragraphs. It should fit on one page. It doesn’t need to be a separate document; a clear email will suffice and is easier for a journalist to read. You can also attach a photo If possible, send a photo along. For example, one of people preparing for the protest. Make sure it's an original, rights-free photo that can be used by others. 

Additional information for readers or listeners Make sure it’s clear how readers/listeners/viewers can get involved. If you’re making a call for help, ensure that contact information is provided for someone who doesn't mind being contacted, or use a public email address for your organization. 

Press Release After the Event After the event, it’s often worth sending a brief follow-up message with photos and information such as the number of people who attended. Local public figures often perform well in the media. Did the mayor, a famous entrepreneur, or an artist attend? The sooner you send it after the event, the more likely it is that journalists will include it in their coverage.

4 Sending out a press announcement or press release

Remember to send the press announcement 2 weeks to 1 week in advance to local/regional media and community newspapers (both online and offline).
Search online for the email addresses of local/regional media outlets and community newspapers. Keep an eye on your inbox in the days following the announcement to stay on top of responses.

Follow-up Call
Call the media outlets you want to attend or give attention to your event. Do this the day after sending or two days later and ask if they have any questions. Explain why it’s interesting for readers/listeners/viewers in your community. Look up the phone numbers of the media outlet online. You can also ask if they would like to put it on their agenda. You can call the editorial tip line or announce your event on local online media sites like indebuurt.nl.

Don’t be afraid to call; journalists are used to it, and they rely on tips. However, they are often busy, working in shifts, and may not read every email. If your press announcement hasn’t been read, don’t be surprised. Offer to resend the information via email. Be sure to ask who is the best person to address the email to, and reference the phone call in the message. If you know journalists personally, make use of that connection.

Note: News media often plan a few days ahead. If you want attention over the weekend, it’s smart to reach out by the Wednesday prior.

5 Giving interviews - a journalist calls you - don't panic! 

If a journalist calls with a question, first ask which media outlet they work for (note down the name and phone number) and what the deadline is for publishing the interview. This will immediately let you know how much time you have to prepare. Ask what the interview will be about and who else the journalist will be interviewing.

You don’t need to answer right away.
If you need time to prepare, just say that it’s not a good time but let them know when you will be available. Also, consider the 'do’s and don’ts'.

Is it radio or television?
Then ask when it will be aired, how long the segment will be (or if you'll have time to speak if there are other people being interviewed), whether it will be live, and when the journalist needs to know if you are available. You may need to check your schedule or coordinate with others at home (for example, who will take the kids to school or cook dinner).

Remember, even if you had a great conversation with the editor, the interviewer may still ask questions that seem like they don’t know much about the topic. Sometimes, that’s the case. Stay polite and return to your main point: That people in your city/neighborhood are concerned about the climate (you could give a local example if you have one), which is why you're taking action.

Interviewtips: Do’s en Dont’s

Before the Interview:

• Ask the journalist about the deadline and how much time you have for the interview (i.e., how long it will take), what the interview will be about, who else will be interviewed, what the format will be, and whether it will be live.
• Take time to prepare yourself.

During the Interview:

• Keep it simple; avoid using difficult words.
• Stick to no more than 3 core messages and repeat them when possible to emphasize your point.
• Support your message with concrete examples, when possible.
• Emphasize your key message with phrases like "The most important thing is," "What I want to emphasize is," or "It’s really important that," "What I’m asking attention for is," "What I want to say is that."
• You don’t always have to answer a question directly. You can always redirect to your core message using the above phrases.
• Keep your answers short. Don’t feel the need to fill silences or continue speaking until the other person asks for your attention (don’t lose track of your core message, or let your speaking time run out).
• If you don’t know the answer, be honest and say what you do know (or that you'll need to look it up if there's time).
• Be honest, confident, enthusiastic, and friendly.
• Make eye contact (if possible).
• Be yourself and don’t forget to smile (occasionally).

Don’ts:

• Don’t be dishonest and don’t lie.
• Don’t get provoked.
• Avoid filling silence with words.
• Don’t try to answer too much. Make your point and keep it short and impactful.
• Avoid using abbreviations and jargon. The journalist might understand it, but the audience might not.

Lastly, the most important DO: Have fun!
Working with journalists is serious business, but it can also be enjoyable!