Campaign media 101
By Becky Weber
D.C. Statehood Green Party

Green Campaign Schools typically feature at least one media skills workshop to help candidates and their campaign staff strategize about how to get their message out. At the Chesapeake Campaign School this spring, the Green Party's media coordinator, Scott McLarty, led two workshops on topics tailored for the needs of attendees.

Ideally, every campaign would have at least one dedicated, media coordinator who is already well versed in working with reporters and editorial staff. But resourceful volunteers can collaborate and get creative to make an effective plan to ensure that the public is reading about, listening to, and discussing Green bids early on.

Focusing the message

While detailed discussions may be the norm amongst campaign workers, it's important to decide what main points will be made to the public, as the average potential voter just wants to get a general impression of a candidate. McLarty suggests identifying the three most important points that should be communicated whenever possible. Tailor the message points to the office--a candidate for school board shouldn't be talking about Palestine.

"The more you focus on what you talk about, the more they will be able to understand you," says McLarty. "You always want to be positive. When talking about global warming, frame it as an end of addiction to oil and [an issue of] quality of life for future generations."

Always frame issues in a Green context, adds McLarty. "Never say, 'I want to piggyback on what another candidate just said.' Always approach the issue as you see it."

When approaching the press, be clear ahead of time what points need to be made--regardless of the questions. "Don't let the reporter leave without that clear message," says Mike Livingston, a seasoned Green media campaigner from Maryland.

Everybody's a spokesperson

"No Green has ever been elected by just Green votes," says Livingston.

Everybody on a campaign is a de facto spokesperson and should have some basic training about how to speak to people outside the campaign--specifically non-Greens. Tabling should happen not just at progressive events or rallies, but at neighborhood, nonpartisan gatherings.

"Democracy happens through the conversation you have with your neighbors," says Steve Shafarman of the D.C. Statehood Green Party. "Can you engage them sufficiently to talk to their neighbors?"

Sound bytes

In many races, a website will be an essential and cost-effective means of communication for voters. But even in areas without heavy Internet use, journalists tend to rely on them for information. Often, busy (or lazy!) reporters include details that are easily accessible--and pass over stories that require more legwork. Concise press releases, a Q&A, a short bio and a couple of high-resolution downloadable photos may make the difference between a newspaper covering a candidate in detail--or at all.

McLarty jokes that the official name of the Green Party isn't "the Green Party of the United States" but "the Green Party of the United States, gp dot org." Everybody on the campaign should get in the habit of citing the website URL frequently--especially when communicating with the media.

Free website templates designed for Green candidates can be downloaded at www.gp.org/committees/campaign/websites.html.

Getting covered, grassroots-style

Plan early on to reach a variety of media outlets--consider local radio, civic organization newsletters, and public access radio. Pitching to non-English newspapers and radio in their language can be highly effective.

It takes time to build relationships with editors, so ask to meet with editorial boards up to a year in advance of a campaign. Do your homework first, and don't pitch op-eds or other materials to publications you're not familiar with.

"Get to know the reporters who are covering elections, ask to meet with them, take them out to lunch, approach them at community events, follow what they are covering and mention their stories to them," says Stacy Malkan, a Green Pages editor with years of media experience. "The number-one key to getting media coverage is getting to know the reporters personally, knowing how they cover issues, and pitching them the stories that will work for them."

People tend to rely on national or regional press releases to generate coverage. But each individual Green can write a letter to local newspapers that thousands of people will read. If your hometown paper happens to have enormous circulation, don't worry about cracking the big papers--target smaller community papers instead.

"Don't assume anything," says McLarty. "We get some of our worst coverage from the liberal press. Last year, some of our best interviews were from Fox. Fox's coverage of the convention was better than NPR's or the Washington Post's."

The bottom line

Know your candidate's key issues, involve everybody in communicating talking points in various settings, and establish relationships with local media.

To attend or host a Green Campaign School, contact Brent McMillan at brent@gp.org, 866-41GREEN, or 202-319-7191.

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