TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO The • NEWSPAPE WHYR • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • Media PHOTOGRAPH YGuide • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO 2001 • NEWSPAPE Revised EditionR • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • SPEECHES • PUBLIC SERVICE ANNOUNCEMENTS • SPOKESPEOPLE • OP-EDS • COLUMNS • TELEVISION • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS • FEATURE STORIES • PHOTOGRAPHY • PUBLIC SERVICE ANNOUNCEMENTS • RADIO • NEWSPAPER • PERIODICALS • NEWS RELEASES • INTERVIEWS • LETTERS TO THE EDITOR • PRESS KITS WORLD HUNGER YEAR (WHY) ATTACKS THE ROOT CAUSES OF HUNGER AND POVERTY BY PROMOTING EFFECTIVE AND INNOVATIVE COMMUNITY-BASED SOLUTIONS THAT CREATE SELF-RELIANCE, ECONOMIC JUSTICE AND FOOD SECURITY. THE WHY MEDIA GUIDE INTRODUCTION............................................................................................................................................................ 2 WHAT’S NEWSWORTHY? .......................................................................................................................................... 3 SPEAKING FOR YOUR GROUP.................................................................................................................................. 4 MEDIA PLANNING........................................................................................................................................................ 5 THE MEDIA LIST......................................................................................................................................................... 5 DEADLINES ................................................................................................................................................................. 6 SAMPLE MEDIA PLAN............................................................................................................................................... 6 GETTING THE MEDIA’S ATTENTION..................................................................................................................... 8 NEWS RELEASES........................................................................................................................................................ 8 MEDIA ADVISORIES .................................................................................................................................................. 9 NEWS TIPS ................................................................................................................................................................... 9 VIDEO PRESS RELEASES .......................................................................................................................................... 9 NEWS CONFERENCE................................................................................................................................................ 10 NEWS AVAILABILITY ............................................................................................................................................. 12 CREATING MEDIA EVENTS ................................................................................................................................... 12 THE PRESS KIT.......................................................................................................................................................... 13 PITCHING STORIES .................................................................................................................................................. 13 GETTING INTO PRINT MEDIA ................................................................................................................................ 14 INTERVIEWS.............................................................................................................................................................. 14 FEATURE STORIES................................................................................................................................................... 15 CALENDARS.............................................................................................................................................................. 15 PHOTOGRAPHS......................................................................................................................................................... 15 COLUMNS .................................................................................................................................................................. 16 LETTERS TO THE EDITOR & OP-ED PAGES........................................................................................................ 17 GETTING ON THE WEB............................................................................................................................................. 19 MASTERING THE EMAIL PITCH............................................................................................................................ 19 EMAIL NEWSLETTERS............................................................................................................................................ 20 GETTING ON THE AIR............................................................................................................................................... 23 INTERVIEWS, TALK SHOWS & PUBLIC AFFAIRS.............................................................................................. 23 PUBLIC ACCESS TO THE AIRWAVES................................................................................................................... 25 NEWSCASTS .............................................................................................................................................................. 28 OTHER MEDIA TIPS................................................................................................................................................... 29 KEY REPORTERS AND MEDIA OUTLETS............................................................................................................ 30 MEDIA RESOURCES................................................................................................................................................... 32 TV’S DECISION-MAKERS ......................................................................................................................................... 33 SAMPLE MEDIA ADVISORY .................................................................................................................................... 34 PSA .................................................................................................................................................................................. 36 SAMPLE PITCH LETTER........................................................................................................................................... 37 PRESS RELEASE.......................................................................................................................................................... 38 - 1 - INTRODUCTION Too busy saving the world to get media attention for your organization? Don’t worry. You’re not alone in your dilemma. But what you must realize is: taking a little time to get effective media attention will help your organization grow, allowing you to serve more people. The WHY (World Hunger Year) Media Guide is here to show you just how to do that. The objective of the WHY Media Guide is to help grassroots organizations use the media to get the word out—not only to people who will help them financially but to potential volunteers, even potential clients. It’s not easy for anyone to get media attention these days, but there are proven methods for gaining access to the power of television, newspapers, radio and the Internet. Combined with traditional word-of-mouth techniques, the media can be a powerful lever for getting the world off of your shoulders and into the global community’s hands. WHY’s media