1. THE LIBERTARIAN PARTY'S SUCCESS '99
2600 Virginia Avenue, NW,Suite 100 * Washington DC 20037 * (202) 333-0008 * www.LP.org
Media Lists
How to develop a media list for your local party
3 Media
H
ere are four ways to develop a media list Guides In Libraries
for your state or local party - ranging Most local libraries have media guides that list
from the easy to the labor-intensive, phone and fax numbers for reporters, editors,
and from the expensive to the free. and producers. One example: Gale's Directory of
Publications & Broadcast Media, available in
1 Bacon's Directories most public libraries.
Bacon's offers a comprehensive, nationwide • Contact: Your locallibrary .
guide that lists 200,000+ media contacts at • Price: Free
40,000+ different outlets. CD-ROMand hard-
cover books are available. Purchasers must sign 4 Research Via Phone
contractual agreement not to violate property If your organization has more time than money,
rights by unauthorized duplication. you can still employ the single most accurate
• Contact: Bacon's at 312-922-2400. way to compile information about media in your
• Price: $1,355. area: Simply pick up the phonebook and call
them. In just a few hours, a small group of
2 News Media Yellow Book volunteers can compile a completely up-to-date
The phonebook-sized "Yellowbook" lists list. Ask for the name of the reporter who
contacts by type of media; alphabetically by handles political news, as well as the phone and
personnel; by subject or specialty; and fax number, and you're in business, immediately.
geographically. While less comprehensive than • Price: Free
Bacon's, the Yellowbook is useful for big-city
markets but considerably less effective in
smaller markets.
Also available on CD-ROM.
• Contact: Leadership Directories at 212-627-4140
• Price: $264

2. - , THE LIBERTARIAN PARTY'S SUCCESS
2600 Virginia Avenue, NW,Suite 100
'99
* Washington DC 20037 * (202) 333-0008 * wwwLPorg
Media Tips
36 tips to increase your media coverage
H
ere are 36 tips about how to get more news, but what's news is always compelling."
media coverage for your state or local
Libertarian organization. These sugges- 7 Don't call journalists late in the afternoon.
tions are straight from media professionals - "Try to contact reporters in the morning -
the White House reporter for USA Today; the before 1 or 2:00 in the afternoon. By 4:30 or
Washington correspondent for the Knight-Ridder 5:00, they're scrambling on deadline."
newspaper chain; a booker from CNNcable
network; and a producer for a Washington-area
8 Send out.press releases on a:regular basis.r'If
there is no consistent contact, they're going to
radio station.
forget about you. Regular contact is important."
These tips were collected at a seminar at the
National Press Club entitled: "How to Get Media 9 Try to craft your press releases as a "horror
,-.' Coverage for Your Issues and Spokesmen,"
sponsored by one of Washington, DC's most
successful public relations firms, Creative Re-
story." "That's what sells newspapers; that's.
what gets TV ratings."
sponse Concepts (CRC). Quotes are verbatim from 10 Put a human face on your story. "Nothing
the various journalists. sells like a human face. You need to have your
facts and figures, your statistics, but a human
1 Good media coverage starts with a good face will trump your facts."
media fax or mail list. "There's quite a bit of
turnover; keep your list up-to-date." 11 Try to localize your story. "You want to
give an example of how your issue will impact
2 "It's important to have a regular list of your neighbor, your community. Many smaller
contacts. Have a 'core' list that always gets your newspapers will only take stories with a local
'press wleaS1!S." an91e~'i-
3 Keep your press releases to one page. "Two -12 Avoid the beltway mentality. "We think _
pages just annoys them." what's important to us is important to the folks
back home." Frequently, it isn't.
4 Write good headlines. "Make it sexy and
interesting ." 13 Take your message to alternate media
sources like talk radio. "There's nothing to reach
5 Use a subhead in your press release. "There is the masses like talk radio. There's nothing to get
supporting evidence that a subhead will encour-
your message out like talk radio."
age the reader to read the first paragraph."
14 "Recycle your press clips" on a regular
6 Write about breaking news. "Piggyback on' basis to show the media that you're already
headlines. What's compelling to you isn't always
newsworthy.

3. THE LIBERTARIAN PAR TV'S SUCCESS '99
*
2600 Virginia Avenue, NW,Suite 100 Washington DC 20037 * (202) 333-0008 * wwwtPorg
Press Releases
For Immediate Release Contact: Your Name and phone #.
February 11, 1999 Address too, if it's not on letterhead
LIBERTARIANS PUT OUT A MEDIA RELEASE (snazzy headline)
Ann Arbor, Ml=:.-The-firstparagraph-contains;alLofthe~im:portant, -attention.:getting
information. Who,-What, Where, When, and Why. Keep in mind that this may be all that
they will read. Try to capture their attention, so that they will read further.
The second paragraph contains back-up information. Remember, you are not trying to
write the story for them, unless it is an extremely small publication. Put in a "quote" if you
have one, but keep it as short as possible, and worth printing. (eg: "If he's afraid to debate
me," Coon said, "How's he ever going to stand up to Hillary Clinton?")
The last paragraph contains additional information, but remember, what you really want
is for them to call you about your release, not just print what you wrote. Finish with another
q-uote if you have orre.
Important: NO':matter-how-much'you' have-to:-say;--keep-it:to"one'pagefDouble- spacei]
possible. (Double.spacinq is nice but not mandatory.). Be sure-:.to spellcheck. If you absolutely
have to go to a second page, and I repeat, you should not, use:
-more-
at the end of your first page.
the symbol for the end of the release is
-30-

4. - THE LIBERTARIAN PARTY'S SUCCESS
2600 Virginia Avenue, NW, Suite 100
'99
* Washington DC 20037 * (202) 333-0008 * www.LP.org
etter Interviews
How to make your media interviews more effective
Before you go on the air: When you're on the air, be sure to:
(1) Create a one-sentence summary of your (1) Speak in short sentences, and avoid
position. If you can't do this, chances are that jargon. Be lively and animated. Don't speak in a
you aren't clear about what your position is. monotone. Remember: Radio and TV are prima-
rily entertainment. If you are not (to some
(2) Prepare a list of the three mainpoints _
- degree) interesting> and entertaining, you will
-,you want to make. Be prepared to make these
not be invited back.
points several times, in slightly different ways.
(2) Show your personality. Humor and the
(3) Be ready to set the stage by giving a
use of real-life examples will make you more
30-second description of the problem/issue.
likable, and consequently, more credible.
Usually, this resembles the first paragraph of any
standard news story. Don't assume that the (3) Back up your opinions with facts.
host/audience knows anything about the issue.
(4) If you use statistics, put them in
(4) Be able to explain why this issue is context, ideally by using a colorful metaphor.
important to the average American, in terms _Example: "Many people say that too much
that they can understand. - money is spent on political campaigns. Interest-
ingly, Americans spent three times as much
(5) Study your opponents' arguments. _
money in 1994 on potato chips as they did on
Anticipate their criticisms. You can do this by
political campaigns."
preparing a list of obvious questions, then "role
playing" with a friend to practice your answers. (5) Be ready to supply a Libertarian
Most tough questions can be anticipated. Note: solution. Remember, criticism of an opponent's
-Vl-hen-cuming trp with=torrqh": questrorrs; -]JON'T position Is-only a: vehicle throug-h'whkh We-can
think like a Libertarian! Think like a Republican present our ideas.
or Democrat.
While on the air, don't ...
6) Be prepared for seemingly easy open-
----ended questions=-owhichcan be more difficult (l)Say/~um." One way to avoid-it is to
than you expect. Examples of common open- pause for a second before answering a question
ended questions: "Tell us why this is an impor- in order to gather your thoughts.
tant issue." "Why are Libertarians concerned
(2) Engage in an argument with the host or
about this issue?" "Tell us a little about the
callers. Calmly and politely explain your position
Libertarian Party."
and attempt to answer any objections, but if a
caller becomes combative, you might just say, "I
can see that we're going to have to agree to
disagree on this issue. Let's move on ... /1

5. - THE LIBERTARIAN PARTY'S SUCCESS'99
*
2600 Virginia Avenue, NW,Suite 100 Washington DC 20037 * (202) 333-0008 * www.LP.org
Fill this out before doing any radio or TV interview
Media Outlet Interviewer
Interviewer's Title and/or Speciality
Prior attitude [if known]: 0 Receptive/friendly 0 Hostile 0 Unknown 0 Other:
~------------------
Type of interview [live, taped, etc.]:
Main topic:
... our key theme or message:
Y
Best/most important quote:
THREE "MUST AIR" POINTS
.~ 1.
--------------------------------------------------------------------
Example or proof:
2.
Example or proof:
3.
Example or proof:
THREE MOST DIFFICULT QUESTIONS
1.--miestlon:
Response
2. Question:
Response
3. Question:
Response
BACKGROUND: THE FIVE "W's" and "H"
Who: What: When:
Where: Why; How:

6. THE LIBERTARIAN PARTY'S SUCCESS'99
2600 Virginia Avenue, NW,Suite 100 * Washington DC 20037 * (202) 333-0008 * www.LPorg
t Media
_______
Do's and Don'ts when dealing with print journalists
N
othing is an absolute when media are two days or less, so if a reporter can't reach you
involved. Nothing is a given when fairly quickly, your view might not get in.
elections come along. However, candi- • DON'T badger journalists about cover-
dates can really help themselves out by follow- age. They don't mind taking a call asking legiti-
ing a few mostly common-sense steps in their mate questions, or announcing real news, but
dealings with print (and other) media. anything less gets bothersome. (Editors and
• DO realize that media organizations are reporters-take many. calls a day, and they they
made up of individuals. It's important to learn still.have to get a lot-of writing done, too.)
who needs your press releases and who .needs ··00be patient during an interview when
your photos; they may be different people. reporters mix up who you are, which office you
• DON'T assume the Editorial Page depart- are seeking, or some other detail. That same
ment is connected to the News Department. At reporter probably is covering five or six small
most papers, they have nothing to do with each and large races, each with two or three candi-
other, so feeding your news-related releases to dates, many of whom he or she likely spoke with
the Editorial Page doesn't do you much good. just hours or minutes before speaking with you.
• DO make sure everything you send the (However, make sure the reporter has the detail
paper is typed. Unfair as it might be, handwritten correct before the interview is over.)
releases don't get top priority. The people who • DON'T try to trick, dazzle, impress or
have to type them in dislike having to decipher. belittle the reporter. Be yourself, talking to
• DO have nice color and black-and-white someone just trying to do a job well. Speak
photos made. This becomes more important with clearly and directly. Reporters aren't trying to
less visible offices, which are less likely to unearth some terrible secret when they inter-
inY2ly~ _d~~a!~s_or_p~})lic_pj)~~rClnce~._A_ies:~nt-
a c viel'l_You_apollt tltE:r~ce;Jhey ju.§t_V'!aI1tqocd,
quality publicity photo lends credibility. Make concise answers that they can relay in print.
sure the appropriate person at the paper has at That said, if a reporter does ask hard questions,
least one copy in color and in black and white. remember that's part of his job, too.
More than one copy never hurts. • DON'T-make assumptions about the
·00 get a Web page, and put on it the political. persuasions of the News Department( s).
important things you want people to see: Your Editorial Page departments are supposed to have
views on major issues, background details, a a political bias. But News Departments aim to
photo. Links to other sites sponsored by your remain as neutral as possible. Individual reporters
party. Make sure the Web address is prominent can and do belong to political parties, but they
on any materials you hand out. aren't supposed to favor one view over another.
• DO be available for interviews.
• DON'T delay returning phone calls from [Written by Mark Thompsen-Kolar. the Assistant
reporters. Stories usually are turned around in Managing Editor, News-Sentinel, Fort Wayne, IN]

7. Libertarian Volunteer January/February 1998 - Turn press releases into publicity Pagelof3
January/February 1998
Turn press releases into publicity
Activist Library
Manuals and
Garnering more local media: A proven three-
Handbooks step process
Libertarian
Volunteer By Scott Kjar, Libertarian Party of Alabama.
I log on, check my e-mail, and somehow end up on the local news. I read
my e-mail, and a few days later I see my name in print. I download my e-
mail, and my picture appears in the local paper.
Is there something magical about my e-mail? Yes! The magic in my e-mail
comes to me from the National Libertarian Party.
But more on that later ...
STEP ONE
Before I can get local media coverage, I have to know what local media
outlets are available. This step is actually pretty easy" The phone book! I
pick up the local phone book, go to the Yellow Pages, and I start looking up
headings like "Newspapers," "Radio Stations," "Television Broadcast
Stations," "Magazines," and "Publications." From there, I write down the
name of each media outlet, its address, and its phone number.
If possible, you should pick up a copy of the newspapers and magazines,
and see who writes their political material. Watch the television news and
..- --s~h.Q-GQ¥€-r-s-th-€l-p0l-i-t-iea-l-s-t:0ri-e&--Listen--t-o-th-e-radl-o-stat-i-ons-and-finu-out
who handles the political beat. Or, just call them! That's right, you can call
the local media outlets, ask them who handles politics, and then record the
name. (And while you've got the receptionist on the phone, ask for their fax
number!)
Once you've got your local media list created, you'll want to figure out a
good way to keep track of it. If you have a computer, record the information
in a database. If not, you can type the information onto a sheet of paper. Do
it in the size of a label, so that you can photocopy your page directly onto a
sheet of labels, then just peel them off and stick them on envelopes when
you need them.
(For media outlets with fax machines, often a fax is the fastest, cheapest,
and most convenient route to take. I have the fax number of the local
http://archive.lp.org/lit/lv/980 I-media.html 2/21/2002

8. Libertarian Volunteer January/February 1998 - Turn press releases into publicity Page 2 of3
newspaper programmed into my own fax machine, so I can get info out
within seconds.)
STEP TWO
I mentioned the magic e-mail that I get from the National LP. You see, the
National LP sends out e-mail press releases every few days. These are items
that the national LP HQ has already sent out to national media, such as the
Washington Post, or NBC. However, it's a pretty good bet that the National
HQ has not sent them to the Opelika-Auburn News (my local daily paper),
or to the Tuskegee News (a weekly paper in the next county).
That's where I step in. You see, I simply take the National LP press release,
download it into Microsoft Word, put it into an attractive font, add my own
name as a local contact (while leaving the national LP contact information
also on the release), and print it out.
I don't have to worry about whether my press release is well written -- it
already is. I'm not concerned about whether I am following the rules of
putting together a release, or in have given too much or too little
information. After all, the people who write these at the national HQ --
Communications Director Bill Winter and Press Secretary George Getz --
are professionals who do this for a living.
All I need to be able to do is print it, and mail (or fax) it.
STEP THREE
Once in a while, steps one and two are sufficient, and a local media
representative calls me and asks for an interview. Usually, though, a little
follow-up is required. So, I go back to my press list, I pick up the phone,
and I call the person to whom I sent the press release. I ask if they received
the release, and if they would like more information.
Sometimes, the person did not receive it. (This usually means they saw it,
threw it away, and forgot about it.) Offer to re-fax it to them, and call them
back in a half-hour.
Other times, theperson did receive it, but is not interested in the story.
-'fh-atsokay.-Repoftefssee a 10fOY potentIal-slones every Gay~and-most 'of
them never get covered. That's right, most of them never get covered! There
is a finite amount of space in a newspaper and on TV news -- and it isn't
possible to cover every story (no matter how important we think it is!)
Thank the person, and move on. Haranguing a reporter will rarely succeed
in getting you good press, but it is almost guaranteed to get you bad press.
In our best-case scenario, the reporter got the press release, thought it was
interesting, and thanks you for calling. At this time, you suggest a get-
together with the reporter to discuss the issue, and try to set an appointment.
You are on your way to local media coverage.
Two notes of caution
First, reporters may not always know the ins-and-outs of your issue, but
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9. Libertarian Volunteer January/February 1998 - Turn press releases into publicity Page 3 of3
they can generally tell whether you know the ins-and-outs. Don't try to
dazzle the reporter, and don't try to make things up. Marshall your facts
before you meet a reporter. If you need additional information or sources,
call the National LP HQ. After all, since they wrote the original press
release, they can probably also tell you where to get additional information.
In some cases, George Getz and Bill Winter have faxed articles to me, so
that I could show my local media representative that the issue has been
covered in other places. (While national journalists may want to break new
stories, local journalists are often more comfortable knowing that someone
else has already decided that an issue is newsworthy.)
Second, when you meet with any reporter, whether for TV, radio, or
newspaper, you should dress for the event! If you show up in a scruffy pair
of pants and an obscene tee-shirt, you will be dismissed as a fringe element.
If you look and act in a professional manner, you will be treated
appropriately. Also, keep in mind that you just might end up on TV, or your
photo might end up in the newspaper. If you look like a scraggly mess, then
your image becomes the local LP's image. Professional business attire is
always appropriate in such situations.
FINAL THOUGHTS
By following the Three-Step Approach, you can increase your local media
presence without doing a great deal of work. And once one local media
outlet picks up a story, you then want to redouble your efforts at the other
outlets.
For example, I had a particular story I promoted here about the Tuskegee
Syphilis Experiments and Bill Clinton's "apology." At first, no local
newspaper covered the issue. However, once a local TV station gave me a
two-minute story, suddenly all local media wanted to hear our views.
Thus, it is easy for you to help get the LP message across. Just read your e-
mail!
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