The Basics of working with the Media

Using the media to publicize your event or action can be a great way to gain extra exposure for your group, Amnesty International, and the cause you're highlighting. However, working with the media can also be a challenge for even the most experienced activist.

The Media and External Communications Officer at the Amnesty International Canada office in Ottawa is responsible for contact with all National media. So - if you happen to get a phone call from a national-level media outlet (for example, the National Post or CBC News), refer them to the National Office (jtackabe@amnesty.ca).

For all your local events and media relations, you may wish to designate a specific member of your group as your Media Relations Person. We've included here a few guidelines for you (or them!) to follow:

Get the Facts Right

All information that you provide to the media should be accurate and precise. Do your research and work from notes if you are providing information to media representatives. The amnesty.ca website is an excellent place to find accurate and timely news releases, reports and actions. You may also want to check the International Secretariat (link to www.amnesty.org) for more international news releases and reports. If you don't know the answer to a question, or if you're not sure of a fact, don't guess. You can always find out the correct answer and call them back promptly. But, in all cases, it's best to just be prepared.

Stick With the Mandate

Amnesty International has formal positions on a wide range of subjects, and takes no position on other things. Sometimes the fine-print can get a little tricky; For example, Amnesty International may be totally against the actions of a government that violates human rights, but is never for or against a government itself. Be sure to be clear on situations like these before you begin your interview or write your press release. When you speak to the media, you are seen as a representative of your Amnesty group. Be sure that whatever you say truly represents Amnesty members!

Watch Your Language!

Language can be an incredibly powerful thing; be careful of the words that you use, as they can convey things that you may not necessarily want to say. Amnesty International does not label governments as "regimes" or "dictatorships" or describe their leaders as "fanatical" or "despotic". No matter how strongly you feel about a situation, always keep in mind AI's commitment to impartiality. The Amnesty International Handbook should help you if you want to clarify Amnesty International's position on an issue and how to phrase that. Also - check your spelling and pronunciation! Be especially careful with names of people and places - sometimes these need a little extra attention!

It's All About Relationships

Don't wait for an event to seek out your local media - do it now! Creating a positive relationship with your local newspaper editor, reporter or columnist can really help you down the road! Ensure that your local media know what Amnesty International is, who you are, and that Amnesty International members can be relied upon to be good sources of information.

On top of this, know who your friends in the media are. Create lists of local reporters and editors with their contact numbers, addresses and e-mails. Knowing a little bit about the reporters you work with can help you better "sell" them the story. What particular stories do they work on? Do they have specific interests that you can tie into? What kind of audience does their media outlet distribute information to? Knowing the answers to these questions can give you "the edge" and help you better deal with reporters. Some extra tips on maintaining your media relationships:

When distributing a news release, try to do it by hand - especially if you are on friendly terms with the journalist. This can be very effective as it prevents your release from getting stuck at the bottom of an inbox!
If you release information by fax, mail or e-mail, follow up with a phone call. Ensure that the information was received and offer to answer any questions.
When a reporter provides an accurate or positive story on your group or event, be sure to contact them to say thank you! This could be in the form of a phone call or letter. Be sure to maintain a friendly tone that tells them you'll be keeping in touch!
If you have invited the press to an event or fundraiser, have press kits available to give them. Provide information on your group, Amnesty International and the event that is being promoted. If possible, include photos or videos (if appropriate) for the reporter to use.
Before you call your media representative, be prepared. They may want to know statistics about the Amnesty movement in general, as well as facts about your local group. Be sure to let the person know why they should care about your group - and why your group's actions and events are important to the local community. After your conversation, you may wish to send the reporter a package of resource information on Amnesty and your group. Maintain contact with your media reps so that they'll know who you are when you need them!

Five Really Useful Tools You'll Want to Have Close By:

The current AI Annual Report: has specific information on countries in an easy-to-find alphabetic format. It also has an up-to-date version of the mandate and a background statement of Amnesty International in the front section.
The latest issue of The Activist will keep you up-to-date on actions going on in Canada
The Amnesty International Handbook will help you write press-releases and conduct interviews. It is a great compact source for everything you'd ever need to know about Amnesty International.
Access to amnesty.ca will help you keep up-to-date on all the latest news, press statements and actions. Once you've sufficiently checked out the Canadian site, head to the International Secretariat for even more information.
Amnesty International Fieldworkers and Staff are on-hand to help you if you have any questions about almost anything! Contact them by e-mail or phone to help you understand the issues or if you're not sure about how to plan your media strategy.