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Post Q&A in Chat. Slides: cclusa.org/generating-media-coverage

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Generating Media Coverage

April 13, 2023

Presentation Slides: cclusa.org/generating-media-coverage

Welcome to Citizens’ Climate University, a weekly webinar program of Citizens’ Climate Lobby that provides CCL supporters with access to in-depth training opportunities on topics relating to climate change and effective climate advocacy.

I’m your host Brett Cease and tonight’s topic is: Generating Media Coverage.

How can we generate more news coverage? Join CCL's State and Local Media Coordinator Charlotte Ward for a training that will explore news coverage in the media (articles, press, and media awareness which mentions our organization and CCL's work earned outside of paid advertising) and reviews strategies for generating news coverage with your local chapter and the support of CCL's national communications team.

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We’ll get started at the top of the hour.
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FB: http://facebook.com/citizensclimatelobby
Twitter: http://twitter.com/citizensclimate/

Welcome! Share where you’re calling in from and what brought you here in the chat.
Tonight’s Presentation Slides: cclusa.org/generating-media-coverage
Training page where updated recording will be posted tomorrow:https://community.citizensclimate.org/resources/item/19/293

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About Our Speaker

Charlotte Ward

State and Local Media Coordinator

Citizens’ Climate Lobby

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Three Learning Goals

Review key materials provided on CCL Community such as press releases

Learn the process, including developing your local media list

Understand how media coverage is distinct from CCL’s other media work

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Our Agenda

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What is news coverage?

How to alert media to your story

Components of a press release

How to develop a media list

Pitching and next steps

Examples and Q&A discussion

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What is news coverage?

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What is news coverage?

News coverage is

Articles, TV, radio
Not LTEs
Not op-eds
Not editorials

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Why do we want be in the news?

Being covered in a newspaper article, or on local TV or radio, spreads the word about CCL’s work and the climate solutions we are seeking.
It highlights the urgency of climate action.
It’s a chance to reach new volunteers.
It sends a message to our members of Congress that climate action is important to the community.

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How to alert media to your story

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Start with a press release

A press release is the most common and expected form of outreach to reporters.
You can grab the attention of a journalist or media outlet, by laying out a taster of your newsworthy story — aim for about 450 words.
You can also offer folks from your chapter for more in-depth interview.
It’s a way to elevate your chapter as a knowledgeable local organization available to give insights on the topic of climate change.

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Goals for your press release

Primarily, you want to grab the attention of a reporter or media outlet.
Submitting a press release will encourage them to write a story about your chapter.
You can also offer folks from your chapter for more in-depth interview.
It’s a way to elevate your chapter as a knowledgeable local organization available to give insights on the topic of climate change.

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Structuring your press release

Start with an attention-grabbing headline.
Add the 5 Ws: Who? What? When? Where? Why?
Add more information and background.
Insert a quote from a local volunteer.
Build a case for climate action.
Mention your members of Congress and urge them to act on climate.
Include contact information and a photo.

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How to decide on your angle

Think interesting and current.
What is your chapter working on?
What new information can you offer about your work?
What’s your local hook?
Who has an interesting story to tell in your chapter?
Can you link your advocacy work to a recent news story or study?

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What specifically could you pitch?

Events, including conferences.
A human interest angle or response to a local climate story or impact.
Your local expertise on climate policy news or a new report.
Endorsements
Lobby days
Praise for your member of Congress

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Top tips...

Write the press release in the “third person.”
Include “first person” quotes.
Be concise - usually not much more than a page.
Include info about your chapter and a summary of what you do.
Include a photo and caption if possible.

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Templates on CCL Community

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Creating your local media list

You’ll need a list of local media contacts to send your press release to.

Identify local news outlets.
Select the right contacts: reporters who write about climate, the environment, energy, or Congress, etc. For TV and radio you can look for assignment editors and producers as well.
Look for their contact info on the “Staff” or “Contact” page of the news outlet.
Follow local journalists on Twitter.

Which journalists cover climate or conservation stories in your area? Pay attention to the local reporters writing about these topics.

Gather emails and phone numbers from the “Staff” and “Contact” website pages of news outlets. Start a spreadsheet with contact information for local journalists.

Build relations early

Time to time you and your local group will have news you'd like to share with your media contacts - from a new announcement about the Climate Solutions Caucus a community event you're hosting, or local volunteers going to DC to join CCL's national conference.

However, the time to connect with reports and build a relationship with them of trust and mutual awareness is long before you have a press release.

To begin, start reading articles online from reporters, editors, and journalists that you want to cultivate as media contacts.

The best time to contact them is just after they publish a story. You can reach out via email or Twitter. If you have any difficulty finding a good way of contacting them, email Steve Valk, CCL's Communications Director, as CCL as a list with tens of thousands of media contacts throughout the country that might be able to help.

Thank them: The best way to get their attention

Be sure to include the story's headline in the subject line so the reporter can see it's in response to their article.

Your email can be as simple as a thank you or acknowledgement in response to their writing, many journalists receive an overwhelming amount of negative reactions to their articles and your note will be noticed and deeply appreciated. You can also include a suggestion for where to get further information on the topic from your local network.

Example story

For an example of what can come from this kind of outreach and the potential CCL stories it can generate, watch Steve Valk in this training's connected video.

By reaching out to reporters early and often with your appreciation you will help build essential connections to leverage whenever CCL and the Energy Innovation Act have important news to share.

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When to send a press release

If you’re responding to timely news, act quickly as the news cycle moves fast.�To promote an event, you can submit:

as early as 2 weeks before
a few days before
and immediately after

Copy and paste the release into the body of your email. �Email journalists individually or BCC (blind copy) if you are sending it to a few.

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A press release success!

“Our chapter has worked hard to show Rep. Richie Neal and Sens. Elizabeth Warren and Ed Markey that our community wants climate action without delay,” Harry Dodson of the Ashfield Citizens’ Climate Lobby chapter said in a press release. �

“We met with Rep. Neal’s office three times this year, generated six community endorsements for climate action and coordinated with our state Rep. Natalie Blais on climate change efforts at the state level.”

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From press release to print!

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Media Resources

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Next steps

Follow up with a polite email or phone call
If a media outlet is interested, you or your fellow volunteers may be asked for an interview.
Prepare your talking points.
If coverage is published or aired, log it in the Action Tracker to share the news!

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Think about relationships

Aim to cultivate long-term, friendly relationships with local reporters.
Will a journalist agree to a Zoom call or meet for a coffee?
Be a helpful and grateful resource for them.
You can go straight to these contacts when big news happens about climate policy.

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Media Coverage Examples

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Media Coverage Examples

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Media Coverage Examples

Together, Heather Swinney and Brittany Harris started the Southern Indiana group of Citizens’ Climate Lobby three years ago, along with 2019 Indiana University Southeast graduate Grant Brown.

“I’m a mom. I have a 4-year-old and a 7-year-old, and I want to make sure my kids are able to enjoy the world like I have,” Swinney said.

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Media Coverage Examples

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Time For Questions

Click the Microphone Icon Or *6 If On The Phone

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https://community.citizensclimate.org/topics

Share online, with social media, and with your chapter, family and friends!

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Log Your Training

At the End of each Training:

Through the Action Tracker:

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Thank You!

Charlotte Ward email: charlotte.ward@citizensclimatelobby.org

Questions? Ask on CCL Community’s Forums: https://community.citizensclimate.org/forums

www.citizensclimatelobby.org