Media Strategies

There are a range of media strategies that may be useful in running your activist campaign and getting public awareness and support eg newspapers/magazines, local TV news and talk shows, and local radio news and talkback. Some of the types of media actions that have been found to be useful are; op-ed pieces, letters to the editor, press releases and public service announcements.

Op-ed pieces are opinion pieces of writing that usually are published opposite the editorial page. They need to be articulate, concise, persuasive, well though-out and approximately 800-1000 words in length. They need to be authored by a well-respected person in the community who has credibility and experience with the issue. Key criteria for using op-ed pieces in effective activism are timeliness, presentation of a strong, well-informed position that is supported by facts.

Letters to the Editor tend to reach a wide audience, are monitored by elected members and candidates, and can create an impression of widespread support or opposition to an issue. To get people's attention Letters to the Editors need to be direct, timely, supported by facts and less than 800 words (check your local paper/magazine to make sure you comply with their specifications). Regardless of the issue you are writing about, you need to know your audience and give a local angle that readers will relate to.; You will probably spend some time wordsmithing your letter so make the most you can of it – send it to neighbourhood, alternative and high school newsletters and papers. Help others to write on the same topic – perhaps theirs will be published and yours won't.