Making the News: A Guide For Activists An Nonprofits : Revised And Updated
At a time when more and more people are becoming activists, this thoroughly revised and updated edition of Making the News explains how to generate news coverage of any important issue or nonprofit cause and to do so within a reasonable budget. Based on interviews with professional journalists and media-savvy activists, this easy-to-use handbook describes how to stage media events, write distinctive news releases, contact reporters, deliver soundbites, and much more. Now including the...
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Written for activists, nonprofit organizations, or any concerned citizen, Making the News explains how to combine creativity with nuts-and-bolts media skills to score news coverage for important issues or nonprofit causes Matthew Rothschild Salzman gives you the nitty-grittythe nuts and boltsto complete in the not-so-free marketplace of ideas. —The Progressive
AcknowledgmentsIntroduction: Let the World Know1Pt. 1Stop Being a Bore71Think Outside the Stratosphere9Pt. 2Landing on Oprah is not a Strategy512What's Newsworthy?533Strategic Media Plans574Starting Your Media Program635Cultivate Relationships with Journalists666How and When to Complain About Coverage70Pt. 3How to Stage a Media Event757First, What's Strategic and Doable?778As Thoreau Said: Simplify799Brainstorm Stunt Ideas8110The Best Times to Get Coverage8411Where to Stage a Media Event9012Media Sponsors9413Media Lists9814News Releases10415Distributing a News Release11616Interviews12717It's the Follow-up Call, Stupid13818News Conferences and Media Kits14519Assess150Pt. 4How to Get News Coverage without Staging a Media Event15320Suggest Story Ideas to Journalists15521Hook Your Story to Breaking News16222Influence Editorial Writers and Other Journalists16623Write a Guest Opinion (Op-Ed)17224Publish (or Broadcast) a Letter to the Editor17725Persuade a Columnist to Write About Your Issue18026Influence Newspaper Photographers18327Sway a Cartoonist18528Tune Your Cause to Talk Radio18729Place Your TV Production or Information on Cable19030Use Community Calendars and Public Service Announcements19431Publicize a Report or Academic Paper19732Promote a Story to Journalists at National News Outlets20333Generate News Coverage Abroad20934Hit the Small-Time: Neighborhood and Rural News214Pt. 5Your Cause in Cyberspace21935News on the Web22136Media-Friendly Websites22537Bloggers22838Viral Marketing231Pt. 6Prime-Time Guerrilla Activism23739Civil Disobedience and Surprise Protests23940Street Posters24941Spray, Stick, Cover...25442Wrap Your Local Newspaper in a Fake Front Page25843Guerrilla Activists Hit Cyberspace262Pt. 7Help, Media Frenzy!26744A Media Crisis26945Unsolicited Calls from Journalists274Pt. 8Resources277Index283
\ Columbia Journalism ReviewThis is a commonsense handbook for activists seeking time and space in the news media for their cases. As such, it offers a compendium of tactics that have worked. But journalists ought to read it too, because it provides a mirror's-eye view of how journalism -- really works.\ \ \ \ \ Matthew RothschildSalzman gives you the nitty-grittythe nuts and boltsto complete in the not-so-free marketplace of ideas. —The Progressive\ \ \ Matthew RothschildSalzman gives you the nitty-gritty, the nuts and bolts, to complete in the not-so-free marketplace of ideas. -- The Progressive\ \
