Advocacy in Action - International AIDS Society

Example: Writing and using a press release
When to involve the media in
advocacy work
When not to involve the media in
advocacy work
• When you are making gains on your
issue.
• When there is a burning issue.
• When other methods are not working.
• When looking for allies.
• When you have begun your advocacy
work.
Advice for writing a press release
✔ Try to be clear about what you are
trying to achieve when using the media
in your advocacy work.
✔ Try to research the most relevant
journalist(s) and send the release directly
to them, using the correct contact details.
✔ Try to co-ordinate all your media work
through one person so that there is one
person for journalists to contact.
✔ Try to provide a 24-hour contact phone
number on the press release if possible,
so that you are contactable at all hours.
✔ Try to consult people directly affected
by the issue or problem.
• When you do not know how the media
works.
• When there are disagreements within the
organisation on the issue.
• When the timing is not right – for
example, due to political circumstances.
• When bigger issues are dominating the
media, preventing your issue from
getting the attention you think it deserves.
Reference: Adapted from an advocacy skills-building workshop for HIV/AIDS, International HIV/AIDS Alliance,
Zimbabwe, July 2001.
✘ Try not to hand write a press release.
✘ Try not to include jargon – if in doubt,
explain technical words, abbreviations,
initials.
✘ Try not to assume that the journalist
knows about your issue – explain the
key concepts or attach additional notes.
✘ Try not to quote someone without
their permission.
Advocacy in Action Card 7 Writing and using a press release
Advice for working with journalists
✔ Try to provide the media with
information they need in forms that they
can use.
✔ Try to develop good relationships with
journalist and be as helpful as possible.
✔ Try to understand the pressures and
limitations under which journalists work
– and respect their deadlines.
✔ Try to work with, rather than against,
journalists whenever possible.
✘ Try not to dictate terms – any good
journalist will resent being told what to
think or write.
✘ Try not to be defensive, even if
challenged, just state your position
clearly.