Media Toolkit – Contact Your Local Media - Income Security Advocacy Centre

The media in your community is an important way to get the message out.

Local newspapers and radio stations are read and listened to by many people in your community. The stories they cover – and the way those stories are told – not only help to raise public awareness about issues, but can also change the way people think about them.

They are also great ways to let people in your community know about events that you’re organizing – like public forums, rallies, letter writing campaigns, and more.

1) Connecting with Your Local Newspaper

You probably know which newspapers serve your local community.

You may even know newspaper reporters or the local newspaper editor.

But if you don’t, ask around. Or check these online sources for information:

Then, decide which strategy you’re going to use to get the message across.

Sending a Letter to the Editor

Letters to the editor are among the most read sections of many newspapers – by both local people and local politicians.

And newspaper editors use them to help understand what people in the community are talking about and what they think about the issues of the day. This helps editors decide what kinds of stories deserve coverage. So use our tips to send a letter!

Writing an Op-Ed and Getting it Published

An “op-ed” is an opinion piece published in the newspaper on the page that’s opposite the editorials. Getting one published can get people in your community talking – which gets the message out. So use our tips to get one written and published.

Getting Reporters to Cover Your Story

Reporters are always looking for interesting stories that are topical and timely, that affect people in their local community, and that people can speak to from their own experience.

Your expertise as a recipient of social assistance – or an activist, agency staff person, or supporter of a recipient – makes you a great source for a story.

2) Using Local Radio Stations

You probably have a favourite radio talk show or call-in show that you listen to in your community. You know, the one on that station that everyone listens to. The show that tells you about everything that’s going on locally and addresses issues that local people care about.

A radio show like that is a great place to talk about the need for a bold and broad Social Assistance Review.

Especially in smaller centres, local radio stations are listened to by many people and have great reach. From covering the local news, to airing your views on phone-in shows, local radio is a must for getting the message out.

Call the Show’s Producers and Pitch Your Story

Just like newspaper reporters, talk and call-in show producers are always looking for interesting stories that are topical and timely, that affect people in their local community, and that people can speak to from their own experience.

So phone the producers and tell them that you have a story you would like their show to address.

Look for Opportunities on Radio Call-In Shows

Poverty and the need to fix social assistance are topical and newsworthy.

The current economic recession, widespread job losses, and problems with Employment Insurance mean that radio call-in shows often focus on these issues, and do so from a local community perspective.

So if you hear these issues on a radio call-in show, call in.

Either way, tell them about the need for a bold and broad Social Assistance Review.

Tell them about the provincial government’s commitments to Poverty Reduction and to a Social Assistance Review.

Tell your story of how OW or ODSP has failed you or stopped you from reaching your full potential.

Tell them what you think a good social assistance system with meaningful supports and opportunities would look like.

And tell them that you think the government should honour the all-party commitment to poverty reductionby insisting that the Social Assistance Review:

creates opportunities for the voices of low-income people to be heard
identifies and addresses the most punitive elements of the system immediately
re-imagines and creates a system for the longer term that moves people out of poverty by offering meaningful and appropriate resources and programs
starts soon – Ontarians need and are entitled to a social assistance system that really works.

If you don’t know which radio stations serve your local community, check these online listings to find out:

3) Sending a Press Release

Press releases are an important way for groups and organizations to get the message across. A press release can go to newspapers or the local radio station, or any other media outlet you choose.

The idea of a press release is to give reporters, editors, and producers a written document about an issue or event, so that they will write a story or produce a show about that issue or event.

It should give these journalists the basics of the issue, allowing them to follow up for a more detailed article. But it should also be written as though it is a newspaper article itself – that’s because some newspapers (especially in smaller centres) will publish an entire press release directly, if it’s written in the right way.

Journalists get lots of press releases every day. So your press release must also be written in a way that catches their attention.

And make sure your issue or event is newsworthy – it must be topical, timely, and have a local component.

Don’t think of writing a press release as a daunting task. It can be easy once you get the hang of it!

Format – What Should a Press Release Look Like?

All press releases follow a specific format. This makes it easier for journalists to understand your story.

Use standard page margins – usually a one-inch margin all around. (But sometimes you have to compress the margins on the top and bottom to make the release fit on one page.)
Make sure that the whole press release fits on one page! It’s more likely to be read that way.
Start with your group or organization’s logo or letterhead at the top.
Indicate the date that you’re issuing the release.
Also write the release date – this is usually the same as the issuing date, but if you want the story covered right away, write “For Immediate Release”.
The headline goes next. It should be centred on the page, and in bold type.
Next is the body of the release. This should be five or six short paragraphs.
When the body is finished, type ” – 30 – ” in a separate, centred line at the bottom. This tells journalists that it’s the end of your press release.
Put in a contact name and phone numbers so journalists can get more information – office or home phone and cellphone are good to include.

After all, you do want them to contact you!

Content – What Should the Press Release Say?

The Headline: A headline should be catchy enough to get the attention of the journalist so that they read the whole press release and, hopefully, cover your story.

It should also be short and succinct, not more than 10 words. But it should also state the exact reason for the release.

Think about the short, snappy, informative headlines that you read in the paper, and try to write the headline for your press release in the same way. Read your headline and ask yourself if it would make sense to someone who isn’t familiar with your issue.

The Body: Keep the body of your press release short – about five or six short paragraphs, with no more than three sentences per paragraph.

The first paragraph should state the “who, what, where, when, and why” of the issue or event.

And use it to get to the point as quickly as possible – don’t leave the important information for the end of the press release – put it in the first paragraph.

So, instead of: On July 6, the Director of the Local Community Information Centre announced her group’s inaugural Social Assistance Review event, called “Dignity and Security”.
Write: Local residents want “Dignity and Security” from a bold and broad Social Assistance Review, announced the Director of the Local Community Information Centre.

The rest of the body should give more details, explain the issue or event, and emphasize the key points you want to make. Think of your press release as a triangle, with the most important information at the top and less important information at the bottom.

Using a quote for your second paragraph is a good idea, because it adds local flavour and allows you to state your group or organization’s opinion about your issue right off the top.

Intersperse statistics and quotes into the press release to support your key points.

Make sure that any information you provide is clear, complete, and accurate. Provide sources for statistics and names and titles for people you quote.

Keep the tone of your press release relatively formal, but conversational and informative.

Once you’re finished writing, go back and edit.

Eliminate every unnecessary word.
Use concrete terms (people, places, things) instead of abstract ideas (concepts, initiatives, ideas).
Make sure your words capture the tone you want to convey.

Where to Send the Press Release

Think about which newspapers, radio stations, or other media outlets you want to cover your issue or event, and target your press release to them. If you don’t know which newspapers serve your local community, check these online sources for information:

And if you want to target local radio stations, check these online listings to find out which stations are nearby:

Send your press release either by email or by fax to the editor of your local newspaper or a reporter who you know covers issues or events like yours.

Send it to the producers of local radio talk or call-in shows, or to the news department of the radio station.

And, if you have time, follow-up with a friendly phone call to encourage them to cover your issue or event!

4) Using the Internet

More and more people use the internet to get their information and news. And many connect with friends and family through the internet. And many people also use the internet to connect with friends, co-workers, and family.

The internet is a powerful way to communicate ideas, issues, and information quickly and easily. After all, you’re reading this website, aren’t you? So think about all the ways you can use the internet to get the message out, and use them!

Many local newspapers and radio stations are are online. And many allow internet users to make comments about their articles and stories. Check their content and add comments, if possible, to stories that are poverty-related.

Many local organizations and agencies are also online. If you belong to a group or organization, or if you get support from a local agency, see if you can get the message out through their websites, online newsletters, and e-mail lists.

Social media sites are especially powerful tools. They allow people to communicate things that are important to them in ways that other kinds of media don’t.

Do you use Facebook? Use it to get the message out about the Social Assistance Review. Post a link to this website and ask your friends to forward it to their friends.

Do you write a blog, or know someone who does? Post about the Social Assistance Review, and include a link to this site.

Could you or a group or organization you know post a video to YouTube about a poverty-related event? Think about all the opportunities available online, and use them!