MEDIA : HOW TO REACH 1000'S OF PEOPLE!

Starting off

Create your own local media contact list of journalists and newspaper names, addresses, phone numbers, fax numbers and e-mail addresses. This can be done by buying local papers, looking in Yellow Pages, asking family and friends - they may know about a newsletter that you don't. Check out Yell.com. Check Willings Press Guide in your public library, or ask the Vegan Society [giving a few days' notice if possible].

Journalists want an interesting story. Don't think they are against you. It's not a them-and-us-situation. They are less likely to be aggressive than national media, but beware of overfriendly journalists - remember they're journalists and not friends.

YOU are helping THEM!

Be polite, friendly, happy, confident and SMILE - even when on the phone!
To them, you represent all vegans. You may be the first or only vegan they have met.

BE A GREAT ADVERT FOR VEGANISM:

Go against the stereotype image.

Aim at making sure they remember you (for GOOD reasons!) They will then come back to you when they need a quote or information.

Get to know the journalists, find out if any are veggie or sympathetic - they will usually tell you.

Find out if they prefer phone, fax, post or e-mail.

Media Releases

Create your own press releases (starting a local group, seeking new members, writing a vegan guide, having a fundraising event, local animal sanctuary). Use national Vegan Society ones plus contributions to the letters page. Always reply when applicable - you can even reply to your own replies!!

The media like photos and photo opportunities - food, KIDS!, animals, babies, colour, local celebrities, people dressed up as animals, fancy dress.
Always get at least one other person to check your press release or letter.
Make sure time, date and contact details [not more than two] are correct.

Keep to one side of one A4 page.

Give as much notice as possible for events and features - two months if possible.
Remember: They NEED the local angle and they LOVE quotes!

Aim at grabbing attention and sum up in the first couple of lines or the first paragraph.

Is it newsworthy or a feature? It doesn't really matter, but if it's a reply to a letter or a news item do it at once - otherwise it's too late!

It is supposed not to be professional to phone and check that a press release has been received. However….

When speaking to the media or being interviewed
Take deep breaths.
DON'T waffle.
DON'T feel the need to fill a gap - just be silent!
Have notes if need be (but not on TV) - KNOW your subject and PREPARE! Especially SOUNDBITES!
NEVER say anything off the record! The interview is NEVER over, even if they say it is.

If being interviewed - usually on the phone - find out the questions or nature of questions first: food, animal rights, you as a vegan, the local group, environment …

Usually at this level it's quite basic and mainly the same:
"Why did you go Vegan?"
"Do you have problems eating out?"
"Are all vegans pale and unhealthy?"

Be positive rather than negative:
"To have a healthy and compassionate lifestyle and save the lives and suffering of hundreds of animals."
"No problems, especially if the chef wants an exciting challenge and I let them know beforehand."
"Well, look at me!"

Let's do it! Let's tell the world that VEGANS are here and how wonderful the world would be if it were all vegan!

[Karin Ridgers, veganessex@hotmail.com]