Whether you pick up the morning newspaper every day, watch the evening news when you get home from work or scan blogs to get a scoop on a breaking story, the news probably figures into your daily life, as it does the lives of most Americans. Research by the Pew Research Center for the People and the Press indicates that 57% of Americans regularly follow local news and 55% regularly follow national news.

In this chapter, we’ll take a look at different media formats and give you some general guidelines for tailoring your media strategy to each type of outlet.

THE CURRENT MEDIA LANDSCAPE

Over the past 30 years, mass media have changed dramatically. Improvements in technology, mergers between big media companies, changes in consumer needs and an explosion of new media platforms have all played a part in this evolution.

Now you can flip back and forth between several 24-hour cable news channels, download numerous news radio programs onto your mp3 player or browse 50 blogs in 15 minutes with a news aggregator. However, just because there are more news outlets doesn’t mean there are more stories. The Project for Excellence in Journalism at Columbia University shows that the number of news stories has actually dropped in recent years, despite the amount of news that’s out there.

One reason for this is that a few large corporations own many major news outlets and recycle the same material for different formats. As a result, fewer reporters cover fewer stories, which are then reformatted over and over again for TV, print and the web. Many of the big media corporations have distinctive voices that are consistent across the outlets each corporation operates. For example, the ideology of the New York Post and Fox News Channel—both part of Rupert Murdoch's NewsCorp—is very similar. The change in the business end of media is just one of many factors that have altered the way news is reported. The rapid pace of 24-hour news often prevents reporters from including critical, in-depth analysis of a story before it is published or broadcast. On top of this, budgets have been slashed, staff sizes have been reduced and there is more pressure to grab the attention of an easily distracted audience.

News outlets have also become increasingly nervous about taking risks and often rely on coverage that steers clear of potential political controversy. When they do tackle politics, it’s often just to provide a platform for pundits to argue their views, which grabs the audience’s attention without requiring the news outlet to evaluate the truth and accuracy of those pundits’ claims. In a significant portion of today's news reporting, the principles of objectivity and journalistic inquiry are often overshadowed and overlooked in favor of creating misguided notions of “balance”—often by pitting an LGBT civil rights advocate against a vehemently anti-gay talking head. Instead of provoking thoughtful discussion of issues, many news programs turn to talking heads whom they know will produce predictably anti-gay soundbites so that outlets won't be accused of so-called “liberal media bias.”

As these changes have occurred, organizations that exist to promote anti-LGBT prejudice and discrimination have sought to exploit this dynamic. Groups like Family Research Council, Focus on the Family and Traditional Values Coalition deceptively position themselves as “experts” on LGBT issues and practice repetition of Orwellian catchphrases like “family values” and “defining marriage” to the point where this kind of misleading jargon is often parroted uncritically by reporters.

The anti-gay industry has a lot of money and support, especially from powerful right-wing think tanks and strategy groups. Even so, public opinion has shifted in favor of protecting LGBT Americans and their families.

The best way to combat the anti-gay industry in the current media environment is to share our stories. Once you understand the current media landscape, you can make the most of media opportunities that will help you mobilize support and change and hearts and minds about LGBT issues.

TERMS TO KNOW

Blogosphere
The network of blogs on the Internet. Blogs often link to one another, creating a virtual community through which news and information is passed along and repeated.

Blogs
“Web logs.” Blogs are websites made up of journal-style entries, links to news and other information and multimedia content. Blogs have emerged as a powerful force in the media in recent years and their accessibility and ease of use have empowered people all over the country to participate in media conversations on a variety of issues.

Broadcast Network
National free television broadcast television network. The five broadcast networks are ABC, CBS, NBC, Fox and The CW. Networks also have local station affiliates that are usually independently owned and operated.

National Syndicate
A company that owns local publications throughout the country that feature similar content. Many alternative press publications are owned by national syndicates that both control the editorial voice of each publication and also provide support in marketing, advertising and management.

News Aggregator
A webpage or program that assembles news and information customized by the user. A news aggregator collects the most recent headlines from news websites and the most recent postings for blogs and assembles them in one place for readers to quickly scan.

News Cycle
The reporting cycle for a media outlet, which helps inform pitching strategies. News cycles are determined by the frequency that the outlet is published. Daily newspapers work on strict news cycles with tight deadlines for submission and printing, a key to the timing of pitches. Conversely, blog entries can be posted anytime.

Op-ed
Short for “opposite editorial.” Op-eds are traditionally printed on the page facing the editorial page of a newspaper. Op-eds allow journalists, community members and public figures to make a persuasive statement about an issue. They can be a tremendous resource for advocates of LGBT equality.

Podcast
An audio file that can be listened to on a computer or downloaded directly to a portable mp3 player. Podcasts can be produced by anyone with access to basic recording equipment and software and posted on a news site, radio station website or blog.

Public Relations Wire Service
A service that distributes press releases and photographs to media outlets across the country.

Pundit
A critic, analyst or source of opinion about a particular issue, usually related to politics or social sciences. Television pundits are sometimes referred to as “talking heads.”

Reporting Beat
A subject area covered by a newspaper or other print outlet. Beats include politics, business, arts and culture, and sports, to name a few. When contacting a media outlet, make sure you’re familiar with its beats and the reporters covering those beats so you’re sure you’re speaking to the right person.

RSS Feed
'Really simple syndication' feed. An RSS feed is a way of collecting headlines and blog posts into one place using a news aggregator. When you want to add a news outlet or blog to your aggregator, simply click on the ‘RSS feed’ button.

Station Affiliates
Local television stations that are connected to a national network. Station affiliates create their own news broadcasts that are aired throughout the day, and may carry national newscasts from the network.

Social Networking Site
Websites like MySpace, Friendster, Connexion and Facebook that allow individuals and organizations to create online profiles and build virtual communities. Social networking sites have emerged as an opportunity for mobilizing young people.

Sound Bite
Short, catchy quote between five and 15 seconds long that sums up an issue in a memorable way. Sound bites are the favored way that politicians, pundits and advocates communicate with media audiences.

Syndication Service
Syndication services distribute standardized print and broadcast material to media outlets nationwide.

Target Demographic
The target audience for advertisers. For instance, magazines create content that appeals to the target demographic of the advertisers who support their publication.

Web Magazine
An online magazine run like a traditional print outlet, with editorial staff, writers and paid advertisers. Online magazines like Slate or Salon are often connected to traditional media outlets but have unique content that is available exclusively online.

Wire Services
A wire service distributes breaking news, human interest stories and columns by well-known reporters to press outlets throughout the country. Wire services like the Associated Press and Reuters are centralized journalist collectives that produce content that is delivered to print, television, radio and online outlets.

THE MEDIA AS A BUSINESS

It’s important to remember that most media outlets are businesses. Many activists are skeptical of the media for this very reason, since they assume purely financial interests drive these outlets.

However, people create the news, and most have a strong sense of journalistic integrity and a commitment to serving their readers by keeping them informed and engaged.

You’ll have a better chance of reaching your goals if you keep the business interests of a media outlet in mind when contacting it. When crafting your message, think about what the audience wants and what “sells.” Present issues and pitch story ideas that are compelling and newsworthy.

If you can work your pitch to fit a certain news angle, connect a story idea with news splashed across the front pages or tailor a feature proposal to fit the style of a specific magazine, you can meet both the messaging needs of your organization and the business needs of the media outlet. More information on making pitches can be found in Chapter IV.

The most important thing to remember is that you’re also a media consumer and you, too, have a stake in how the media cover your issues.

PRINT MEDIA

Print media outlets function as an important resource for organizations and advocates across the country. Pew Research indicates that 40% of Americans pick up a newspaper on a given day. Since newspapers have a strict editorial process that broadcast and Internet outlets do not, newspapers and magazines tend to be more authoritative and reliable than other forms of media. They provide news and analysis that shapes how audiences feel, think and vote. Broadly speaking, there are four categories of print media:

National News: National newspapers have a broad national focus in their reporting.

• Cover national, international and local political and social issues

• Include unique sections on sports, health, business, arts and culture, etc.

• Feature prominent writers on their opinion pages

• Post higher circulation numbers than other print outlets

• Writing and reporting are done in-house by a staff of reporters and editors

• May use wire services for international coverage and some national stories

• Include prominent regional newspapers that have national distribution, such as The New York Times and The Washington Post

Regional News: Regional newspapers serve major metropolitan areas throughout the United States.

• Cover national and local political and social issues, with less emphasis on international news

• Feature city and state government, regional community issues and local human interest stories

• In-depth stories or sections on specialized subject areas like arts or business only appear once or twice a week

• Writing and reporting is mostly done in house by a staff of reporters and editors

• Sometimes rely on wire services for major national stories and any international coverage

Local News: Local or city newspapers tend to focus primarily on events occurring with the immediate vicinity of a paper’s distribution.

• Cover news for a specific neighborhood in a larger city or a smaller suburban or rural community

• Focus on issues that affect the immediate geographical region—local elected officials, schools and community resources, planning and ordinances, community events and culture

• May be published daily, but more likely weekly or biweekly

• Writing and reporting is usually done by a small staff of full-time and freelance reporters

• More likely to draw from press releases and submitted articles than larger news outlets

• National or international news mostly drawn from wire services

Community Newspapers: Community papers are local publications that target specific populations, such as people of color, students, senior citizens or the LGBT community.

• Vary widely in terms of infrastructure, circulation and publication schedules

• Include a mix of news and listings of social, cultural and commercial opportunitiese

• Staff resources vary—some have full-time editorial and writing staff, while others are run by volunteers and depend on freelancers and community members for content

Alternative Press: Local publications tied to metropolitan areas that have an arts, culture or
community slant.

• Provide listings for concerts, nightlife, restaurants, cultural opportunities and local points of interest

• May include feature reviews, editorials and feature articles

• Often have an irreverent approach that distinguishes them from mainstream publications

• More likely to cover issues or stories that might be left out of other news outlets

• Usually distributed free of charge

• Some are owned by national syndicates, but many are produced independently on the local level

• Examples include The Village Voice and LA Weekly

Magazines: Magazines include both general interest national news magazines and more specialized publications targeting specific audiences.

• Vary widely in area of focus, circulation and audience

• Most mainstream magazines are distributed nationally and built around news, in-depth feature articles, reviews and commentary

• Financial support comes from advertisers, leading publications to tailor their subject matter to reach the advertiser’s target demographic

• Most magazines are published biweekly or monthly and tend to have a six- to eight-month lead time for writing articles, particularly for longer features

• Some examples include Time, Ladies’ Home Journal, Jet, Rolling Stone, Reader’s Digest, The Advocate and The Economist, as well as newspaper inserts such as Parade or The New York Times Magazine

WIRE SERVICES

Wire services, or news agencies, supply most of the news that appears in media outlets. Wire services differ from syndication services, which distribute op-ed articles, feature stories and entertainment content, in that wire services primarily deliver “hard” news.

Two major wire services are the Associated Press and Reuters. The Associated Press is a journalist collective that shares hard news stories and photographs with over 1,700 U.S. newspapers and 5,000 radio and TV outlets. Reuters is a paid service that supplies outlets with news and financial market data from around the world. Additionally, public relations wire services distribute press releases from PR firms, corporations, non-profits and numerous other sources, while Getty Images and WireImage distribute photographs.

Because they are a primary source of content for many newspapers, wire services are powerful in shaping the way LGBT issues are covered. Wire services place stories in many outlets, and their strict standards for reporting and terminology result in generally fair, accurate and inclusive coverage of LGBT issues.

Particularly in areas of the country where coverage of LGBT issues is inconsistent, you have a better chance of getting fair coverage by pitching your story to the Associated Press than you do by pitching to a local paper.

BROADCAST MEDIA

Television remains the most popular outlet for news. Television news—as broadcast on the 24-hour cable stations, national networks and station affiliates across the country—allows you to reach the widest audience possible. Generally speaking, television news breaks down into three categories:

National Cable News Networks: Cable news networks include: CNN, MSNBC, Fox News, CNBC and CNN Headline News.

• Feature both traditional news reporting and talk shows starring on-air personalities with unique journalistic approaches

• Breaking news is often given in-depth coverage as it happens, with stories updated regularly throughout the day

• Include international, national and regional stories on politics, business, health and culture, as well as human interest stories

National Network News Broadcasts: The morning, evening and overnight national news broadcasts on ABC, NBC and CBS.

• Provide coverage of major national and international stories on politics, business, health and culture, as well as human interest stories

• Anchored by prominent TV news journalists

• Supplemented by news magazine programs like Dateline or 20/20, which provide in-depth coverage of an issue related to recent headline news

• According to Pew, 28% of Americans regularly watch the nightly network news broadcasts

Local News Broadcasts: Local morning, afternoon and evening newscasts on local ABC, CBS, NBC, Fox, The CW and independently-owned stations.

• Include a mix of local, national, international and regional news

• Stronger emphasis on human interest and story-driven pieces

• Feature segments on weather, traffic, regional events, movie reviews and consumer alerts

• Occur throughout the day, notably in the morning and before and after prime time programming

• Most are independently owned and operated, but some are owned by the national networks

• Most content is produced in-house, though some segments are syndicated through the national networks

PUBLIC ACCESS

Public Access provides a venue for community groups to be seen and heard. Public access has featured some of the very first television shows with an LGBT focus, notably Gay USA, a news hour with journalist Ann Northrop at Manhattan Neighborhood Network, and Coming Out, hosted by Harvey Milk in San Francisco.

Public, Educational and Governmental (PEG) access television protects the right of free speech and values the diversity of local constituents. In exchange for the use of public airwaves, communities are given the ability to make their own media. PEG access channels are provided by cable operators, along with airtime, training, services, facilities and equipment from a local cable channel. Members of the public can produce their own shows and televise them to a mass audience. Services available at public access organizations are low cost or free of charge, with an inclusive, content neutral perspective, so that any member of a community may take advantage of public access.

Any resident of your community over 18 years old may apply. Channel time is available on a first-come, first-serve basis, so apply at least two weeks in advance of your requested date. You will need to submit an application form and a waiver acknowledging that your material is subject to review, as well as a program proposal stating what you would like to do. If the program contains potentially objectionable content (such as profanity, nudity, sexual activity or extreme violence), notice should be given to the management, as it may affect your time slot. 

Get in touch with your local Public Access channel to learn specifics on scheduling and how programs are timed. For example, a 30-minute program may only be 29 minutes, and a 60-minute program may actually be 59 minutes in length. You might also be interested in producing a longer series of programs, such as a 13-week segment, so ask about contracts available in the near future.

THE INTERNET

According to Pew, nearly one in three people regularly get their news online, whether it’s from the website for a newspaper or cable news network, or a new media outlet like a blog or a web magazine. Thanks to the speed of online communications, media can spread news faster than ever. In addition, online communities have formed that rapidly circulate news that might have otherwise gone unnoticed. Both conservative and progressive groups have used the power of the Internet to communicate their messages, energize their base and create web campaigns for political and social causes.

Some of the most popular formats include:

Websites for Existing News Outlets: The online counterparts for print and television news outlets.

• Reformat the content featured in the print or broadcast version of a news outlet

• Usually free of charge, with some sites requiring subscription fees for access to archives or online-only content

• Pew indicates that 32% of online consumers regularly visit the websites of television outlets including CNN.com, MSNBC.com and ABC.com, while 29% of online consumers regularly visit the websites of print outlets

Online Portal News Sites: Online-only web portals that gather news and information from other sources.

• Pull together news and content drawn from other news outlets

• Include original content specific to the online-only portal

• Yahoo is one of the most used sites for online news consumers, while Google and AOL also hold a significant share of online news consumers

Websites for LGBT/Progressive Organizations: Websites for LGBT and progressive organizations, both on the national and statewide levels.

• National organizations, such as glaad, the Human Rights Campaign and the National Gay and Lesbian Task Force, and statewide organizations, including Equal Rights Washington, MassEquality and Equality South Carolina, all have information and resources on their websites

• Provide opportunities for information sharing and coalition building for growing and established organizations

• Often include tool kits, resources and comments pages where individuals and organizations can learn about specific aspects of the movement and connect with one another

• Non-LGBT media-focused organizations such as the SPIN Project, Media Matters for America and The Pew Research Center for the People and the Press also have resources and information about media and LGBT and other progressive issues

Blogs: Weblogs, or blogs, are journal-style websites maintained by individuals or organizations on a particular subject.

• Maintained by individuals or groups and arranged around a particular theme, whether the experiences of the blogger(s) or about a particular set of issues

• Include journal-style entries, multimedia files and reader comments

• Have become a key site of mobilization around politics and media

• 4% of the total U.S. population get their news from blogs

• A major destination for young people between the ages of 18-24

Online-Only Media Outlets: Online magazines and newspapers and blog-style webzines run like traditional media outlets.

• All content is available online only, though some are affiliated with traditional media outlets

• Readership is steadily growing, though currently only 3% of the public read online-only news sites

• Includes Slate and Salon

Social Networking Sites: Websites through which individuals can post information about themselves and their organizations and create virtual connections to other individuals and groups.

• Enable individuals or groups to create and maintain online profiles simply and efficiently

• Create opportunities for a web presence in the absence of a fully-developed organizational website

• Allow for the creation of a simple, user-friendly public face for an event or campaign

• Function as a relatively untapped resource for activists, but have been used by youth in particular to mobilize on certain issues

• Includes Connexion, Facebook, Friendster and MySpace

BLOGGING

Weblogs, or blogs for short, have become an important part of the new media landscape. The most recent Pew survey indicated that 39% of adult American Internet users regularly read blogs, even though only a small portion use blogs to read and discuss the news.

Any individual or group can create and maintain a blog. A blog is like an online journal, with entries about a particular theme, concept or subject area of interest posted on a regular basis. Some blogs work like traditional media outlets, with a publisher, paid staff and sponsoring advertisers. Some people create blogs to establish an online identity that can then be used to seek out publishing opportunities or television appearances. For many, though, blogs are a purely personal enterprise, whether a public online journal or a forum to encourage discussion about a particular issue or subject.

Blogs include text, images and links to other media. Bloggers often get stories to their audiences more quickly than traditional news outlets because they aren’t required to go through style edits or fact checking to publish entries, though many blogs still do. Blogs are often more personal and subjective that other kinds of media outlets, since they don’t have to follow expectations for journalistic objectivity.

The most successful blogs have highly personal voices. Even blogs maintained by a group of contributors, like the Huffington Post or Wonkette, feature the very distinct perspectives of the individual writers. As a result, personality cults have sprung up around certain bloggers, leading to book deals, television appearances and other opportunities that have expanded their audience dramatically.

Blogs often pick up stories neglected by the mainstream press and build up momentum around them. Since blogs are participatory and many bloggers pass content along to each other, certain news stories have gained more attention than they otherwise would have because of the blogosphere.

Blogs have also changed the way people think about content creators. Because blogging is so accessible, anybody with a computer and Internet connection can start one. Some of the most widely read bloggers are people who might not have garnered the same audience had they written for traditional media outlets. Statistics from Pew show that the blogging population is racially diverse and evenly split between men and women. Blogs are maintained by people from all walks of life, from religious leaders to celebrities, politicians to stay-at-home parents. As a result of their unique position in the media landscape, blogs continue to evolve in their role as outlets breaking and shaping news stories.

RADIO

Radio has become a flashpoint for discussions of LGBT issues. Though progressives have increased their presence on the airwaves, right-wing conservatives still boast huge audiences on talk radio and FM morning drive-time shows continue to broadcast anti-gay jokes by shock jocks who present themselves as equal opportunity offenders.

News Radio: Radio programs that feature news headlines, weather, traffic and coverage of related issues.

• Many are connected to other news outlets, such as national news networks or local broadcasting affiliates

• National and local news radio stations and programs have smaller audiences than they did in the 1990s, but Pew indicates that 36% of Americans listen to radio news on any given day

• National Public Radio’s regular audience has increased significantly since the mid-1990s, with 17% of radio listeners tuning in regularly

• Subscription satellite radio services, such as Sirius and XM, are still building audiences, but Pew reports that 10% of regular radio listeners have subscriptions

Conservative Talk Radio: Conservatives have strengthened their voice in the media through the use of call-in talk shows.

• Conservative hosts have a much stronger presence on radio markets than progressive hosts

• Most listeners identify themselves as politically independent, while most talk show hosts identify themselves as politically conservative

• May provide challenges to LGBT and progressive guests, since hosts are often aggressive or hostile toward those who support LGBT equality

• Pew research indicates that 20% of radio listeners regularly listen to call-in programs

• Rush Limbaugh, Sean Hannity, Michael Savage and Glenn Beck are the most popular conservative talk radio hosts

Progressive Talk Radio: Largely in response to conservative talk radio, progressives have started to make inroads on the airwaves.

• Air America Radio, a progressive talk radio network, offers a slate of progressive opinion and call-in shows

• National Public Radio’s (NPR) expanding popularity has strengthened the presence of progressive viewpoints on radio call-in programs

• Satellite radio programs feature progressive hosts and programs, some with an exclusively LGBT focus

Entertainment Radio: Most FM stations host morning and evening drive-time programs.

• Usually include sketches, humor pieces, entertainment coverage, news bites and discussions with callers

• Often hosted by “shock jocks” who use over-the-top or offensive humor that sometimes includes anti-LGBT jokes

• Prepared material, such as parody songs or routines, originates from morning show prep services, which syndicate comedy sketches and other humor content to radio stations all over the country

HOW TO CONTACT MEDIA OUTLETS

Whenever you reach out to a media outlet, it’s important to keep certain general principles in mind when you’re pitching a story, working to get coverage of an event or campaign or responding to defamatory coverage. Here are some tips to help you tailor your plans to different kinds of media platforms.

NEWS AGGREGATORS AND RSS FEEDS

You can scan 50 blogs in 15 minutes with your own personalized website, called an aggregator, which saves you time by gathering news from numerous sources and delivering it directly to you. An aggregator assembles all of the new headlines from your favorite news websites and blogs and organizes them in an easy to read format. You can either use a website like Google or Yahoo to create your own personal website, or gather news with programs like NetNewsWire, which organize content in an easy-to-read format.

To get started, just follow the instructions on the Google or Yahoo pages, which walk you through the process of creating an aggregator. In most cases, it’s just a matter of clicking on the orange “RSS Feed” (“Really Simple Syndication”) button on the websites that you like. If that doesn’t work, you can usually search by web address and click “add” to subscribe. Subscribe to multiple feeds (CNN, The New York Times, blogs, podcasts, etc.), and the aggregator will display all the newest headlines on a single screen, like a personal newspaper. Not all websites currently provide RSS feeds, but aggregators are growing rapidly in popularity and most major news sources now provide RSS.

Aggregator features are built into search engines (such as Yahoo and Google), web browsers, email programs (like Mozilla’s Thunderbird) and Apple iTunes (podcast aggregator). The aggregator you choose to use may depend on how many computers you use, how many feeds you read and how you’d like to read the feeds. Often people find it convenient to read RSS feeds in a program they are already using, like Yahoo or Microsoft Outlook. Other aggregators show new items as a news ticker on their desktop. Most are free to use and are available for download or use online.

DO YOUR RESEARCH

Before you contact any media outlet, make sure you know in advance with whom you need to speak. Before you make the first call, you must be familiar with their coverage, writers and, most importantly, their audience. If you’re not paying attention to the media and the audience the media reach, you’re missing key points of connection with potential supporters.

Thanks to the simplicity of the search engines that can be used for print, television and sometimes radio outlets, preliminary research is easy to conduct.

Print
Most print outlets have their own searchable websites, and search engines like Google and Yahoo allow users to check out past coverage of specific issues in selected outlets. You can get a sense of which editors and reporters have covered your issues in the past and use that information when making contact with individual outlets.

Television
It is more difficult to research past television coverage than it is to research archived print coverage, but if you watch a few new episodes of a program before contacting journalists you can get a feel for the style of the show and the personalities of the on-air talent. Make sure you have visual hooks to entice the producers if you’re seeking TV coverage.

Online
Since online media platforms are usually archived, it’s easy to get an overview of a particular website or blog before reaching out to them. When contacting blogs, remember that even though the medium is relatively new and the personalities of the bloggers may seem familiar to you, you still want to approach them with the same professionalism and respect you would with any media outlet.

Radio
Some radio programs make their programming accessible as digital audio files or podcasts on their websites. For those programs that don’t have an online archive, most of your understanding of a particular program will come from listening to the shows that you’re interested in contacting. Even without a strong sense of how a program has covered your issues in the past, you can get a feel for the host, the journalistic style of the program and the general format. Exercise caution when pitching right-wing talk radio hosts, as many can be hostile and can do more harm than good for your organization, no matter how prepared you are for an interview.

IDENTIFY YOUR CONTACTS

Before reaching out to any media outlet, make sure you know in advance whom you’re contacting. Ideally, you should have a specific name, but a title or department name will do. Once you’ve identified your contact, make sure to tailor your communication to their stated needs—for example, one reporter might want to receive every press release your organization sends, while another might prefer two-line pitch emails.

Print
Assignment editors and local/section editors can refer you to the right contacts at most print outlets, though staff reporters who have covered your issues in the past may be receptive to hearing your pitch. At larger newspapers, reporting beats will be more specialized and there will likely be less communication between reporters in different departments. At smaller papers, there will likely be limited staff resources, which can either help or hinder your media work. In some cases, overworked editors will be slow to return your call, while in others they may let you write and place a piece in its entirety.

Television
Producers, segment producers, news producers and assignment editors should be your first contacts. While they have busy schedules, news producers are always eager for new stories, so even if they’re not able to listen to a story idea when you first make contact, stay persistent (without being an annoyance) and you will likely hear from them when a breaking story related to your issues emerges. Remember, at larger media outlets, you may be sent to several departments before you reach the right person.

Online
Web editors, individual freelance writers, columnists and bloggers are the first contacts to get in touch with. Many web outlets are more flexible than their print or broadcast counterparts, so you can suggest stories for immediate publication or outside of normal news cycles. Keep in mind that many writers for web publications also write for print publications, which might open new opportunities to build relationships with reporters.

Radio
Producers, segment producers and operations managers handle pitches and booking requests for talk radio programs.

KNOW NEWS CYCLES

Remember to always keep news cycles in mind when contacting any media outlet. Print and television outlets tend to have the most predictable news cycles, while online and radio outlets can be more erratic. Respect reporters’ deadlines. Doing so will better enable you to get the kind of coverage that you want.

Print
If you’re contacting a daily paper, make sure to reach out to them in the morning and no later than 1:00 p.m. At that point, reporters will be on deadline for the next day’s edition. Breaking news stories may also prevent reporters from speaking to you. Don’t be surprised if you get edged out if a hot story grabs the attention of the reporters you’re working with (unless you can figure out a way to tailor your story to fit the coverage of that event). Weekly newspapers and magazines tend to have more predictable news cycles. Research publication dates and make contact as a new news cycle begins. With magazines, stories are mapped out weeks or months in advance, so if you’re pitching a story around a calendar date or upcoming event, you’ll want contact editors six to eight months in advance.

Television
Television production cycles, especially for 24-hour news stations, tend to be fairly consistent. Contact programs as far in advance from their production period as possible in order to have your pitch heard.

Online
Web-based publications tend to have fluid production cycles and will want to hear story ideas as soon as they break.

Radio
Talk show program schedules are usually organized in advance but with a relatively short lead time, so build relationships with producers to ensure your organization is the first contacted when your issues are covered.

CAPITALIZE ON THE MEDIUM

Before you contact a news outlet with a pitch, a story idea or to offer yourself as a resource, think about the ways you can tailor your idea to that specific outlet. Ask yourself what makes the outlet unique and what information or resources you have that will be most useful given the needs of that outlet.

Print
Print outlets can give a story depth and complexity in a way that few other media outlets can, particularly in long feature stories, so think about ways you can show as many dimensions of an issue or community as possible. For shorter news stories, make sure you focus your attention on the who, what, when, where and why without too much extraneous information.

Television
If you’re seeking television coverage of a press conference, event or rally, make sure you have a visual hook to get the attention of producers—something that will look interesting and engaging when it shows up on the evening news.

Online
The real-time pace of the Internet, paired with the fact that most websites don’t have to go through rounds of editing and fact checking before being posted, allows you to jump on an issue as soon as a story breaks.

Radio
When pitching to radio, think about who else might be included in a piece so the program has a variety of voices to interest listeners. Some radio programs will include snippets from meetings, rallies or debates to give a particular segment color, so think about possible events for the station to record that might add some breadth to a segment.

A WORD ABOUT THE LGBT PRESS

LGBT publications originally emerged both nationally and locally from organizations and individuals looking to create community forums. Over time, major publications gained a wider audience as they expanded from community-based operations to advertiser-supported publications with full-time paid staff.

Nationally distributed LGBT magazines such as The Advocate, Out and Curve cover news, entertainment and culture for an LGBT audience. Local LGBT publications, such as Gay City News, The Washington Blade and Frontiers, include both national and local news and provide information about area meetings, events, readings, performances and nightlife.

Remember when contacting the LGBT press that while they focus on the LGBT community, they operate like any other news publication and should be treated as such. Don’t immediately assume that you have an “in” if you’re an LGBT group talking to an LGBT publication. In many cases, the LGBT press will be more likely to scrutinize your messages and challenge your work, since they feel their readership has more invested in your organization than many mainstream publications will.

While LGBT reporters can be tremendous advocates and allies, don’t assume that they are always “on your side.” Approach those relationships with the same professionalism and caution that you would any reporter.

THINGS TO REMEMBER

Before reaching out to any media outlet, make sure you know in advance whom you’re contacting. Ideally, you should have a specific name, but a title or department name will do. Once you’ve identified your contact, make sure to tailor your communication to their stated needs—for example, one reporter might want to receive every press release your organization sends, while another might prefer two-line pitch emails.

Respect Media Professionals
It’s important to build good relationships with media professionals to establish credibility for you or your organization and help get your story placed. Make sure to do your homework by reading articles and following up with emails and phone calls. Offer yourself as a resource, ready to give information or supply quotes relevant to your organization or to refer them to other people who can assist when you can’t. If you’re making a pitch, always make sure to ask reporters if they have time to speak with you. Stay patient and persistent when communicating with media outlets, but don’t be pushy. Suggest setting up a coffee or lunch meeting so you can get to know the reporter face-to-face and give them the full scope of the resources and information you can provide. Treating relationships with reporters respectfully will pay off when they begin to call on you for background information or spokespeople.

Know Their Audience and Your Audience
Know the audience that you’re trying to reach, and know the media outlet’s audience as well. Do these audiences overlap? If not, are they worth contacting? What are you trying to communicate about your issues, your organization or an event that you’re planning? Whose perceptions are you looking to impact or change? How do your statements impact your base, your opposition, other members of your movement and those who have never given much thought to your issues before? By targeting your media goals to specific audiences, you’ll have a better chance of getting your messages across in the most effective way possible. Always remember that there is no such thing as a “general audience”—every audience is different, no matter how big or how small.