Table of Contents

• I. Introduction  GLAAD and Our Mission, The Purpose of Media Essentials

• II. The Media: An Overview   Terms to Know, Print Media, Broadcast Media, The Internet, Broadcast Media, The Internet, Radio, How to Contact Media Outlets, Do Your Reasearch, Identify Your Contacts, Know News Cycles, Capitalize on the Medium, Things to Remember

• III. Communications Planning and Strategy   Understanding the Purpose of a Communications Plan, Evaluate Your Past, Communications Work, Assess Your Capacity, Developing a Communications Plan, The Role of a Communications Staff

• IV. Communicating with the Media   Establishing Credibility With Reporters, The Relationship Between Reporters, and LGBT Organizations, The Basics of Effective Media Relationships, Pitching, Framing, Things to Remember

• V. Developing Your Talking Points Developing Talking Points, Framing the Discussion, Things to Remember

• VI. Responding to Interview Requests   Responding to an Interview Request, Interview the Interviewer, Interview Situations to Avoid, Important Techniques, How to Prepare for an Interview, What to Keep in Mind During an Interview, Things to Avoid, Staying on Message, Things to Remember

• VII. Planning a Media Event   Planning a Media Event, Scheduling a Media Event, Collaborating on A Media Event, Things to Remember

• Conclusion  

• VII. Media Toolkit I: Media Releases, Press Kits & Letters 101   Introductory Letters, Media Advisories, Media Releases, Press Kits, Letters to the Editor, Op-Eds

• VIII. Media Toolkit II: Tip Sheets for Print, Television & Radio Interviews   Specific Tips for Print Interviews, Television Interviews, Specific Tips for Radio Interviews, Talking Points Checklist

• Appendix A:   Resource Directory, Media Monitoring, Media Targeting, Research & Ratings, Media Resources, Social Networking, Images

• Appendix B:   LGBT Press