Media events – such as a rallies, demonstrations, public actions or press conferences—should play a role in your communications plan, as they can help bring visibility to an issue, serve as a call to action for constituents or elected officials or set the record straight on a current media event.

PLANNING A MEDIA EVENT

If you can begin planning your event early, you’ll have more opportunity to mobilize your constituents to participate and get the word out, especially if you’re working with other organizations who will also want to communicate with their supporters. However, due to the nature of LGBT media advocacy, you may be planning a press conference or a rally with less than 24-hours.

Regardless of your timeline, here are some tips to keep in mind when planning a media event:

Location: Your location should be accessible, both to the public and to the media. Make sure you’ve thought about how people are going to get there. Try to choose a location that has particular significance—the location can play an important role in conveying your message.

Space: Make sure that you have space that’s appropriate for the number of people you’re expecting—you don’t want a space that’s too small if you’re expecting a lot of people or too big if you’re only expecting a handful. Also remember that television crews will need space to park news trucks and get equipment to and from your event.

Permits: If you’re hosting a media event in a public space, you may need a permit. Double check with local officials to make sure you have the appropriate clearances and any necessary security.

Equipment: Make sure you have a podium for your speakers, an amplification system, a table and chairs for participants (if needed) and a malt box, a piece of equipment that allows reporters to plug in audio equipment to record directly from the sound system. Some local stations may be willing to bring a malt box if you aren’t able to.

Visual Hooks: Visual hooks will help entice media. If you’re doing a demonstration or a press conference, make sure that you have enticing visuals. Crowds, banners, signs, props and other visually engaging elements will be more likely to draw media attention.

Daybook: Make sure to get your event in the Associated Press daybook, a listing of all media events occurring that day. Call your local Associated Press bureau (listed on the Associated Press website) to get deadlines both for weekly and daily daybooks to ensure that your event is listed.

Timing: Keep your event to under an hour if possible. Use a moderator to give a brief opening statement and introduce the speakers. Individual speakers should address different aspects of the issue and keep their comments to two to five minutes at a press conference, or five to 10 minutes at a demonstration or rally. Ensure that you have at least 20 minutes for reporters to ask questions if you’re holding a press conference.

SCHEDULING A MEDIA EVENT

When timing of event, keep the news cycle in mind:

• Be judicious about scheduling events on the weekends—media outlets tend to have skeleton crews over the weekend, and breaking news may overshadow a smaller media event. However, if the media hook is the turnout at a march, demonstration or rally, you may want to hold it on a weekend so you can maximize participation

• Mid- to late- morning tends to be the best time to hold an event, as it will ensure that media professionals will be able to attend before they are on deadline

• Late afternoon and evening events will improve your chances of getting live coverage, but you run the risk of losing out on outlets that may skip the event to focus on their broadcasts
  

COLLABORATING ON A MEDIA EVENT

As you plan your event, make sure that everyone involved is on the same page. Hold meetings and conference calls to clarify responsibilities, determine action items and develop consistent messages. Make sure that all of your spokespeople have the same set of messages and know how long they’ll be expected to speak.

If you’re collaborating with sister organizations, community leaders or elected officials who may not be involved in the day-to-day workings of your organization, it’s particularly important to confirm that everyone has the same messages and talking points.

THINGS TO REMEMBER

• If possible, send your media release several days in advance

• The day before, confirm that your event is listed in the Associated Press daybook

• Follow up with your media contacts early in the morning on the day of the event

• Check in with newspapers (the city desk), television stations (the assignment desk) and radio stations (news directors) to ensure they will attend

• Confirm you have all the necessary permits, clearances and equipment

• Make sure all of the speakers have been given consistent messages are aware of time limits for remarks and reporter questions

• Fax or deliver the news release to media that did not come to the event, and make follow-up calls to see if you can get a story placed after the fact

CONCLUSION

Working with the media presents a set of unique challenges to advocates for LGBT equality, and it takes patience and persistence to meet your communications goals. The skills and techniques presented in this guide will help you analyze and improve your communications goals and take steps to make a difference in the ongoing media conversation about LGBT lives. Despite the political and legislative setbacks our community has faced in recent years, we’ve also made tremendous progress in changing hearts and minds all over the country. Your media work will continue to play a central role in the struggle for full equality.

Remember that you can always call on glaad for support and resources. We provide media training nationwide for community members new to media work, as well as seasoned advocates who have been part of the movement for years. glaad also provides media planning and strategic support for organizations, whether you’re an organization that’s just getting started or are rethinking your communications goals after years of experience. Don’t hesitate to contact us for information, support or resources—we’re here to help. Visit us at www.glaad.org or contact us via email at mediaprograms@glaad.org. You can also reach us by phone in our New York office at (212) 629-3225 or in our Los Angeles office at (323) 933-2240.

GLAAD would like to thank all of those that provided content and offered tips and support in the development of this manual. Special thanks to the SPIN Project, which provided information, resources and support integral to the creation of this manual. Additional thanks to the American Civil Liberties Union, the American Planning Association’s Planning Advisory Service, The Grassroots Recycling Network, Green Media Toolshed, The Wilderness Society and the Population Information Program and the Center for Communication Programs at the Johns Hopkins University School of Public Health for ideas and background information. Thanks to glaad staff members, fellows and interns for their input in the creation of this guide. Gina Altomare, Mihal Ansik, Mike Lavers, Marc McCarthy, Alex Shoor, Glennda Testone and Roxanne Varza provided necessary research, analysis, suggestions and input throughout the writing process. Thanks to Design Action Collective for graphic design and Inkworks Press Collective for printing.

This training manual was developed and produced by Sean Lund, Tom Ogletree, Rashad Robinson, Adam Rogers and Rebekah Spicuglia.