Five Goals of Earned Media

1) Name ID – Get as much coverage as possible and hope they spell your name right.

2) Image – Do the kinds of things that make the voters want to elect you

3) Issues – Present the issues. Make your issues the public issues. Explain why your issues are good ones.

4) Attack – Point out the issues where your opponent is a clod.

5) Defend – Defend in kind. If attacked by a letter to the editor, respond with a letter to the editor. If attacked with a news conference, defend with a news conference, etc. Get response out within the same news cycle.

Research
Media List – create a working list of addresses and phone numbers of all news outlets in the district. If you mail releases, have your list label-ready. If your fax releases, have the fax programmed to send to all of them.

Print, TV, Radio – Don't forget any of them.

Names of reporters and phone numbers – Find out who covers government/politics. Get their direct desk line so you don't have to go through the front desk every time you want to talk to them.

Deadlines – You will not win any friends (or get coverage) by breaking news right after their deadline.

Preferred submission - mail, fax, e-mail

Clipping File – Keep track of the issues and newsmakers (and which reporters go with them) by clipping your local news. You can refer to this as needed and save yourself the hassle of trying to remember a relevant story from three weeks ago. This is something a volunteer can do for you, especially a senior citizen who wants to help but can't go door-to-door.

Windshield – Drive around and pay attention to what is going on in the district. This is a way to find an issue that your opponents, and even reporters, have not yet discovered.

The News Release – You are not competing against the other candidates. You are competing against the Girl Scouts, church groups and every other organization that sends news releases. Make yours stand out or it will end up in the trash.

Inverted pyramid – Put most important details up front an gradually work down to the less vital info. All news stories are written this way.

The lead - Who, What, When, Where, WHY, How – The first paragraph (lead) is the most important. It should tell the whole story. The rest of the news release merely backs it up. Of the ingredients in the lead, "why" is the most important. Why does anyone care what you are saying or proposing? A compelling lead will save your release from being discarded.

Local and relevant – Don't be theoretical. Explain how your issue affects the guy next door.

One-page – Reporters don't want to sort through manuscripts. Edit your story down to one page. They can call you if they need more info.

Contact number – Be sure to include the phone numbers where you can be reached. If you use voice mail, be sure to check it frequently and return the calls promptly.

Press Kit -- Get a nice one for your reporters.
Photo – Glossy, b&w. Your radio stations don't need a fancy one, but they should have some way to identify you. A lower grade photo would work.

Position papers – Outline a few of the issues of your campaign.

Contact numbers – How can they reach you? Home phone, work phone, e-mail, pager, whatever.

Radio Call them – Some people forget about radio. Don't.

Can use notes – Nobody can see you. Use your notes if it helps you relax and concentrate. Don't rustle them, though.

Always assume you are being recorded – This is not the time to swear or tell the latest dirty joke.

Issues and Message
Visual and tangible – No lengthy theories of free-market superiority without explicit examples of what you mean. In fact, let the examples make the case for you. And if you are going to talk about roads, how about standing next to one or providing photos or something.

Sound bites – Summarize your message into one or two sentences. When you listen to the news, notice how long the recorded comments are. Generally, you get about 12 seconds. Even if you are approaching print news, keep the sound bites in mind. Quotes in the paper are short too. Practice turning your issues into sound bites when you are driving around or waiting for lunch. It's time well spent.

Humanize – How does your statement affect people. Keep Joe Sixpack in mind at all times.

Additional preparation
Never Lie – You are not the President. You will get caught eventually. And you will not fair as well as Clinton did.

"I don't know" is acceptable – "I'm not sure of the answer to that. Let me check a couple things and get back to you. Your deadline is _______, right?"

Be accessible – Make sure reporters can reach you at all times. Return messages promptly. Contact them from time to time. You never know when they are working on something. If you are there, maybe they will ask for your comments.

Pay attention - USA Today rule – If you are on your way to an appearance or interview, read the headlines first. Something might have happened. You might be asked for your comment. You will look out-of-touch if you don't have a clue what they are talking about.

Be creative – Find a different way to tell your story. Creativity is newsworthy. Find a new angle.

Never Lie – It's a point worth repeating.