Photo Ops and Media Events Events Are Somewhat Disgusting

P HOTO O PS AND M EDIA EVENTS

Worth a thousand words. Photo Ops and Media Events events are somewhat disgusting. Press Conferences vs. Media But whether amusing or disgust- Events ing, they are engaging, and that is There are press conferences and the key synonym for entertain- there are media events. In our 301 W Northern Lights Blvd, Ste 400 ment in the media." So, no matter Anchorage, AK 99503 experience, reporters prefer me- how temp-ting it is to plan a safe, 907 297-2700 dia events to press conferences. easy, and boring event, resist! In- 907 366-2700 (toll free in Alaska) 907 297-2770 (fax) It’s more than a semantic differ- stead, invest your news with crea- www.rasmuson.org ence. Which type of event you tive flair and dynamic presenta- choose to hold—a press confer- tion that attracts reporters to your CONTENTS ence or full-blown media event— story. depends on the nature of your 2 news and the most appropriate Staging Media Events and Press PROS AND CONS venue for making it. Conferences 4 Here are some guidelines for put- CHECKLIST FOR NEWS The challenge is to find a way to EVENTS dramatize and visualize your ting on a media event or press 6 news to make it more interesting conference: TIPS FOR BETTER and appealing—to television in Hold them only when you have news. PHOTO-OPS particular. Instead of simply Reporters dread news events in releasing statistics or a statement, which no news is made. Do not organize a rally, vigil, or other waste reporters' time with non- gathering that drives home your events or events designed simply messages. to promote your name. Actually make news (new announcement, Keep a News Event Exciting new report released, etc.) at your Media events come in many dif- event. Decide if you need a media ferent forms—from huge marches event or not. Perhaps you do not and rallies to modest but poignant need a full-blown media event to vigils, and from news-breaking make news. Depending on your press conferences to fabulous story, a well-placed pitch call to a

photo-ops. Whatever event or reporter resulting in a feature ar-

press conference you decide to do, ticle may suffice. Or place an Op the key is this: do not bore the Ed. Media events are labor inten- media. Make your event exciting, sive and costly, so conduct them visually engaging, and newswor- sparingly. Sponsor too many thy. Your chances of attracting events and reporters will question reporters will be much better. your intentions. In his book, Making the News, A Guide for Nonprofits and Activists, media activist Jason Salzman Some rights reserved. This writes: "Successful media events tutorial is licensed under a Creative are, above all Commons license. You are free to else, entertain- use its contents for any non- ing. That commercial purpose, provided that doesn't mean you credit Rasmuson Foundation amusing. In and the SPIN Project. fact, some suc-

cessful media

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Pros and Cons of Press Conferences vs. Media Events Press conferences are typically characterized by highly controlled, formalized settings featuring official speakers delivering scripted comments, with a Q&A session following, all usually held indoors in an office-like space or brief- ing room. They often are called to respond to some news development, such as releasing a statement, or they make news themselves, such as releasing a report. The pros of press conferences: 1. Easier to manage and control information and message, and to keep track of reporters 2. More professional and serious 3. Convenience of location The cons of press conferences: 1. They can end up seeming dry—too managed, too serious, too professional 2. Reporters resist being kept track of, and instead prefer the spontaneity of roaming around to find new angles on a story Media events usually feature more spontaneity and contain an element of staging, drama, color, action, and sur- prise. Although press conferences can present a visual image, media events usually feature more photo opportuni- ties and hence are more attractive to television. Media events are, well, events. They are staged. They feature groups of people doing something visually interesting that symbolizes or evokes your message. Typically, decorations and speakers are featured. They are often held outdoors. Media events in general are more visual, spontane- ous, and dramatic than press conferences, but they are harder to manage because of the many elements involved. For the same reasons, it’s more difficult to control the message at a media event.

Determine whom the news is for. deadline. Mondays are not pre- of times to maximize coverage. If Before you make news at your ferred because offices will be you must schedule an event after event you must target your audi- closed over the previous weekend work hours, for example, at least ence. The audience for your news and you may not be able to reach do it during the evening television will determine what kind of event key reporters for a couple of days news so the stations can send you stage and what media are before the event. Fridays are not cameras for live coverage. If held invited. That means where you so good either because the news on the weekend, make sure key stage the event, who speaks, what may come out in Saturday's me- reporters who normally work dur- the banners look like, and numer- dia—the least-read issue of the ing the week as well as the week- ous other details will be influ- newspaper and the day everyone end crew know about the event. enced by your target audience. is out shopping or working in the Check for competing events to avoid be- For example, say you want to in- yard. ing bumped. volve young people in your cul- Good time for media events. Beware of scheduling your news tural program. Events promoting Late morning for press confer- event on days when other major youth-related messages will look ences is a good time—lunch hour news will be made. For example, and sound very different from if you are trying to attract partici- if the Pope or the President is other kinds of events—say, staged pants to a rally—and midweek is coming to your town, do not at a location where young people good when other news may be choose that day to make news congregate and in a visual style slow. Of course, you can never unrelated to their visits. Same using youth-culture graphics— really predict slow news days. goes for days when major local and will be designed to attract And the reality of your work may events will dominate coverage, media that serves young people. dictate other times. The Internet such as big civic parades or sport- Good vs. bad news days. has made breaking news dissemi- ing spectacles. Your news event Find the best timing for your nation so much faster, and radio will most likely be bumped off the event. Do not stage your events news can broadcast live almost pages and airwaves because of the late in the afternoon or evening, any time of the day. Still, it pays competition for reporters' time. when many reporters are on to be mindful of news “windows” Check community contacts and

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calendars to see what else is hap- The further away from their nearby that says “MEDIA.” At big pening that day. Call around to newsrooms, the more reluctant events, section off a media area other groups to see if they have they will be to cover it unless the (affectionately called a bullpen) anything scheduled. event is earth-shattering in impor- where reporters can conduct in- Keep the event short. tance. Keep the event close to terviews, rendezvous with sources, About 30 to 45 minutes is the them and you will make their lives and generally hang out. The me- length of a good media event. easier. If you must bring the story dia area is a good place to have Press conferences that go past 30 to reporters, symbolize the loca- water and other refreshments and or 40 minutes might lose report- tion. For example, if you are a cell phone. Control access to ers. Major rallies, of course, may working on protecting a particu- this area and run your featured go on longer, but reporters will larly remote piece of nature, then speakers through for media get their stories “availabilities” soon after the first and one-on- few speakers and one inter- then head back to views. the news room for Set your speaker the write-up. lineup. Bigger events. Limit your key If you’re working speakers at on a major, all- press confer- day event, stack ences to three, the key messen- four, or five gers toward the maximum. beginning of the The first program and in- speaker wel- struct them to comes, hosts, move the message introduces from the stage. In other speakers, fact, the very first and commu- speaker— after nicates the key the welcoming messages. host—should Youths from Covenant House Alaska, an organization that provides services to at-risk and homeless Other speak- communicate the young people rally in support of Denali Kid Care, a program that provides health care to medically in- ers echo the key messages in digent youths. message and his or her speech. add depth. At use blow-up photos of the area at After the first few speakers, re- bigger outdoor media events, the your event in town. porters may tend to drift away to first one or two speakers are key interview other people. The rest Check reporters in and rope off media and definitely should speak before of the speaker line-up may or may areas. others, including performers or not be heard by reporters, but at Have reporters sign in at a check- entertainers. If you have the least the messages were commu- in table at both press conferences lineup set, publicize it to reporters nicated at the beginning when and media events. Hand them in a media advisory. Hand out a attention was highest. press kits and schmooze them. list of speakers with short bios for Some press conferences offer cof- each. Location. Location. Location. fee or other refreshments to re- Make your event convenient to Choose your speakers. porters. Do not offer anything reporters, yet dynamic and ap- Typical speakers to include: lavish. For big outdoor rally-type propriate in terms of backdrop. media events, inform reporters in • An executive director or other Do not make a pack of reporters advance in the media advisory of key staff person, board member travel hundreds or even dozens of the location of the press area— or designated spokesperson of miles to get the story. Bring the typically near the stage or the your organization. story to them if at all possible. command center. Hang a big sign

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• One or two people to put a hu- “experts” who want to be visible More Tips for Media Events man face on your news: those at your press conference, includ- • Be attentive to diversity in terms most directly affected by the situa- ing every ally in your coalition, of speakers at your press confer- tion. and afraid to hurt their feelings by ence or media event. Strive for a • A public official, celebrity, local saying no? Obviously they cannot rich representation, including politician, or ally. If a politician is all speak, otherwise you will be people of color, age, and gender invited, they must be allowed to there all day (and reporters will diversity, as well as different types speak out of proper protocol leave). Feature your VIPs off to of people: officials, experts, regu- (when do politicians ever pass an the side or arrayed behind the lar folks. The idea of conducting a opportunity to speak?!), but usu- podium in a row of distinguished press conference that features a ally they are not first in the experts. These folks are intro- line-up of five white straight men lineup. duced and offered for interviews is almost impossible to imagine at and statements after the press • An expert on the issue. For ex- this point. Speaking at an official conference, but they do not speak ample, the author of the report news event is an honor and car- individually. Their statements you are releasing. ries with it community impor- may be included in the press kit. Your staff person who is handling tance and personal significance. Practice your event. media may open the press confer- Ensure that those who are rarely ence by making housekeeping For press conferences, consider a represented in the media are, in announcements such as “pick up “dress rehearsal” the day before fact, featured at your media your press kits” or “we will start with your speakers (at least those events. in five minutes” or “hold ques- who can attend). Fire questions • Find the messengers who best tions to the end,” and then turn it that reporters may ask the speak- convey the story you want to tell. over to the main speaker or host. ers during the rehearsal, and test Five minutes maximum for each any audio visual equipment you speaker is fine. Got too many may be using.

Left: The gala opening of the new Elvera Voth Hall at the Alaska Center for th Performing Arts. Right: Ms. Voth cuts the ribbon to the hall named in her honor.

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Decorate tastefully and appropri- podium where cameras will see it. ence, hold the document up be- ately. Create attention-getting Put something on the wall behind side your head at the podium for visuals at your media event that you, a banner or a sign, for ex- several seconds while you are emphasize the story. For outdoor ample, that contains your mes- speaking about it (“As this report media events, visuals could in- sage in a couple of key words or shows for the first time...”) This clude banners, signage, and other graphics. A word of caution: gives photographers an opportu- large-scale decorative elements. Don't go so overboard in decorat- nity to take the picture. It may For indoor press conferences, ing your event that reporters can't feel awkward, like you are the consider charts, graphs, or blow- find the news through all the bric- product showcase lady on The up photos and other graphics. a-brac. Price is Right, but do it for the Don’t forget to put a copy of your • If you are releasing a report or photo. group's logo on the front of the other document at a press confer- • Spin and schmooze reporters. Your media event is your time to shine, so personally greet Checklist for News Events each reporter, make sure they have been given statements News defined? • and press kits, give them your • Audience targeted? business card or contact num- • Messages honed (talking points scripted)? ber, ensure they are comfort- • Location, time, and date scheduled? able and taken care of, be a resource for them by helping • Calendar checked for conflicts? them in securing interviews • Room confirmed for press conference? Space for media event? and by providing other infor- • Speakers identified and confirmed? mation they need for their re- • Media advisory drafted and sent to reporters? porting, and keep spinning the message to them. “Did you • Deliverables produced (press kit, reports, videos, etc.)? hear so-and-so speak?” one • Logistics team in place for media event (security, crew, volunteers, etc.)? nonprofit leader could be • Decorations produced (banners, posters, podium logo, charts, etc.)? heard asking a reporter. "I • Pitch calls to reporters made? thought her message about • Dress rehearsal for speakers at press conference/media event? such-and-such was so strong and key." This person is obvi- AV equipment secured for space? • ously spinning the message to • Refreshments confirmed (if ordered)? the reporter following the At the press conference or media event: event to make sure it was • “Bull pen” media area roped off? heard. • Press kits stuffed and ready to be handed out? • Hold questions to the end of the press conference. Take • Signage put up? questions one at a time and • Media check-in sheet put out? Someone assigned to staff the check-in either have the key host an- desk at all times? swer them or pass the question • Speakers show up? to another speaker. When you • Props and decorations in place? are finished, end the press conference and thank reporters • Reporters greeted and checked in as they arrive? for coming. Do not dally or • First speaker starts on time (within 5 minutes of scheduled time)? speak off the cuff to fill time— • Other speakers on time? you may say something you • Q & A period starts? wish you hadn’t. • Follow-up spin after Q & A? • Do your follow-up. After the • Follow-up work completed (no-shows contacted)? event or press conference is not the time to relax, even

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though you may be exhausted. while reporters are writing the parcel of successful, media-savvy Keep the adrenaline running for a story on deadline; they may need communications work, whether few more hours. First, check the an extra quote or to check a fact. you’re working for a Fortune 500 reporter sign-in list to see who company, a politician, or a non- Photo Ops showed up and who did not. Call profit organization. The right im- the no-shows and offer to courier The much-maligned photo-op is age can raise awareness of your over a press kit and pitch the story often abused and misused. There issue and forge an instant emo- again. For key reporters who did are too many sparkling-teeth ce- tional connection with your target show, a follow-up call to check in lebrities “giving face,” and grip- audience. with them at their office may be and-grin politicians with big hair. appreciated. Don’t stop to cele- We need to reclaim the photo-op brate. Stay close to your phones and make it ours! Staged media (both office and cellular) while events and photo-ops are part and

Tips for Better Photo-Ops • First and foremost, always find ways to visualize your news. Here is the blunt reality of how it works: No picture, no image. No image, no television, no photographers. No television, no thousands if not millions of audience members seeing your message. Television, in particular, needs pictures. So, instead of just presenting talking heads in suits behind podiums beneath bad fluorescent lights in boring office suites, create photo-ops for your news. • Stage the photo-op with the message in mind. • Visualize how everything will come together and look in tonight's TV news or tomorrow's paper. How will the viewer get the one key message that drives home your point? Find the one visual metaphor that communicates the message. Regardless of your views on President Bush, notice that his handlers’ ability to stage photo-ops that focus on the message is striking. The message is everywhere: is in his speech, on the banners behind the podium, on the posters held up by the audience, and on the logo of the press kit handed to reporters. • Do not overload the picture with too much visual data, thus confusing the message. Some photo-ops have so much going on—banners, flags, ribbons, posters, charts, people, pets, politicians, props—that it is difficult to dis- cern what the event is about. Do not go overboard and turn your news into an inappropriate three-ring specta- cle. • The messages should be enhanced by the photo-op, not obscured. And remember, if it is too gimmicky you may get a backlash from reporters. Make sure photographers and camera crews have the correct spelling of the names of people in the picture, if possible. (This is obviously not necessary for crowd shots.) They should also get the press kit or press release explaining the action. • Be aware of camera angles, the direction of the sun, and the effect on lighting at outdoor events. Do not make camera people shoot directly into the sun. Also, does the backdrop “read” in your picture? In other words, can you make sense of it? One hapless group in Washington, D.C. staged their photo-op right at the base of the Washington Monument. All you could see was some marble thing behind them. The inspiring structure they had desired was out of the picture because they were too close! • If you know a camera crew is on the way or you can see a photographer running to catch your action, slow down. Give them time to set up and get the picture. Do not hesitate to stop the action or slow it down so cameras get the best image. Shameless manipulation of a dramatic picture? You bet! Some groups have been known to give TV crews and photographers maps with the best angles and backdrops in advance to help them capture rallies or even artwork. • Let press know about “media visuals” by including them at the end of your media advisories. They say a picture speaks a thousand words. In the media, actually, a picture speaks a million sound bites. For good or ill, one strong, well-staged photograph can communicate volumes and move messages faster than a dozen press conferences. Welcome to the world of photo-ops.

2006 RASMUSON FOUNDATION AND THE SPIN PROJECT. SOME RIGHTS RESERVED. 6 Rasmuson Foundation is a private family foundation located in Anchorage, Alaska that works as a catalyst to promote a better life for Alaskans.

Founded in 1955, the Foundation invests approximately $26 million annually in both individuals and well-managed nonproﬁt organizations dedicated to improving the quality of life for Alaskans primarily in the areas of arts and culture, community development, health, and human services.

Our grantees are passionate about their work. Given today’s crowded media environment, their ability to effectively advocate on behalf of their constituents and tell their story is of critical importance to their success. The Foundation supported the development of this toolkit to provide a comprehensive and accessible resource for its grantees both to build internal capacity and to work more effectively on a day- to-day basis with strategic communications.

In today's crowded media environment, organizations working to build a fair, just and equitable society can scarcely be heard. Organizations hoping to shape de- bates and shift public policy must embrace strategic communications to achieve their goals. The SPIN Project strengthens nonproﬁt social justice organizations, small and large, to communicate effectively for themselves.

The SPIN Project provides accessible and affordable strategic communications consulting, training, coaching, networking op- portunities and concrete tools, such as this online communications toolkit. Our skills and expertise are blended with our commit- ment to strengthening social justice organizations and helping them engage in communications to achieve their goals.

We develop communications skills, infrastructure and leadership, strengthening organizations to achieve their social justice goals.