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Media Basics

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GLAAD GLAAD

on 8 May 2014

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Transcript of Media Basics

who are you speaking to?
final thoughts
being interviewed
being interviewed
Familiarize yourself with the person you will be interviewed by.
do your homework
interview preparation
interview preparation
telling your story
ineffective frames
effective frames
messaging and framing
Think of one specific person who needs to hear your message.
who are you speaking to?
thinking about your audience
words matter
words matter
What GLAAD does
media essentials
story
A story that contains each of these three elements will “stand up” to scrutiny and be accepted as useful information.
telling your story
ROSS MURRAY DIRECTOR OF NEWS rmurray@glaad.org
646-871-8040
Los Angeles
5455 Wilshire Blvd, Suite 1500
323-933-2240
New York
104 West 29th St., 4th floor
212-629-3322
www.glaad.org
twitter @glaad
facebook.com/glaad
Share your story at: glaad.org/shareyourstory
contact GLAAD
"gay" - 17% = "homosexual"
"touched" + 10mph = "smashed"
words matter
PR for LGBT community / media arm of the movement
Empowering everyday people to tell their stories
Holding media accountable for fair, accurate and inclusive portrayals of LGBT community
GLAAD’s role
allies (not movable) middle opponents (not movable)
Or to put it another way: Who needs to hear what you have to say?
who are you speaking to?
Culture change starts by changing hearts and minds
Visibility is key
Education through exposure
the importance of media
you have a story to tell
1. CBS News Poll, 1992
58%
73%
42%
27%
Do you support marriage equality?
Do you know someone who is gay or lesbian?
47%
53%
Do you support marriage equality?
23%
77%
Do you know someone who is gay or lesbian?
Media can create a window through which people can get to know you and see things from your perspective... ...if they want to.
your role as spokesperson
it's your job to make them want to.
4. Gallup Tracking, 2011
3.CBS News Poll, 2010
2. Gallup Tracking, 1996
From your life now?
From your past?
From your imagination?
Have an image of that person in your mind:
when you are writing/crafting your message
when you are telling your story
during any interviews
…speak to your audience’s core values.
…have a reasonable tone.
…contain LGBT-affirming language.
…stick to the facts.
…break down stereotypes when possible.
…stand FOR something, not just AGAINST the opposite.
…build bridges to your audience
,
BUT...
…try to cross those bridges too soon.
(comparisons to other movements – civil rights, women’s rights, etc.)
…repeat opponents’ messages
do not use problematic language, even when correcting it.
…use angry language
(“we need to fight back against the crazy fundamentalists” etc.)
…speak over the heads of the audience.
(confusing jargon, unfamiliar acronyms, etc.)
…invalidate the audience’s feelings.
by treating opponents disrespectfully
telling
qualification
supporting data
affirmative statement
200 words


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include relatable details
speak to shared values: / / / / /
fairness
love
commitment
equality
justice
etc.
create (and practice) talking points!
Anticipate questions that will be asked
ASK which questions will be asked!
Send biographical info and background materials
NOTHING is off the record!
Get all your facts and figures organized and memorized. (or laid out neatly in notes to keep with you)
Practice!
Don't write complete sentences.
get social!
Use your social networking presence to grow the audience for your interview
Encourage advocacy groups (like us) to do the same
Supporters can communicate with the outlet
before and after your interview:
this builds accountability
Remember that one person from before?
Smile when appropriate, even on the phone.
Be animated and confident.
(practice will help you get there)
Don't be afraid to take a deep breath and
start over if you need to.
Take your time.
flagging
HEY!! LISTEN!!
bridging
"but that's not all!" (wink wink)
hooking
cprrecting
"Which brings us back to the bigger issue, which is..."
"that's actually a pretty common misconception, but here's the truth."
be a part of the larger conversation!
You now have the foundations of a platform
correcting
X
personal stories and effective frames bring more people to the table, not push them away.
the media is a microphone
every story is a
step towards equality
after your story runs
share via social media and encourage others to do the same
let us know about it
reach out and thank the reporter; make yourself available
if it's not so good:
if it's good:
let us know about it
if action is required, share that via social media
maybe contact other outlets
evaluate!
what worked?
what worked somewhat?
what didn't work at all?
improvements?
So now what?
answer
on your
own
terms
take a closer look
either way:
modern media landscape
social
fast
A vs. B
often unpredictable
not always where news breaks
modern media landscape
social
A vs. B
prefers confrontation to complexity
Continue to engage in social media
Share your story online
Reach out to others

News Entertainment
Spanish Language
Digital/Communications
Transgender - People of Color Sports - Youth - Faith
Full transcript