Working with the News Media

Information Sheet #1
Prepared 12/94

An Introduction to the News Media

Get to Know the Local Media
Match the Media to the Message
Type of Media
What the Media Want
Use Personal Examples to Address Issues
Understand and Respect Deadlines
Helpful Hints

Resources for Working with the News Media
Updated 10/10

"Making News: How to Get News Coverage for Disability Rights Issues" by Tari Susan Hartman and Mary Johnson, 1993. Produced and distributed by Advocado Press, Inc., Box 145, Louisville, KY 40201; http://www.advocadopress.org/maki.html.
"Winning with the News Media: A Self-Defense Manual When You're the Story" by Clarence Jones, 2005 edition. Available from Winning News Media, Inc., PO Box 819, Anna Maria, FL 34216-0819; (941) 779-0242; http://www.winning-newsmedia.com.
"People First Language/Describing People with Disabilities," by Texas Council for Developmental Disabilities. A free, two-sided handout that explores how to talk accurately and appropriately about people with disabilities. It is a good reference tool to use when speaking or writing, or to give to reporters or other individuals. Available online http://www.txddc.state.tx.us/resources/publications/pfanguage.asp or order from the Council at http://www.txddc.state.tx.us/resources/publications/materials.asp. English and Spanish versions revised 02/07.
"Guidelines for Reporting and Writing about People with Disabilities" by The Life Span Institute. It includes; 1) Appropriate Terminology -- An alphabetical list arranged by appropriate terminology and usage; and 2) Portrayal Issues -- Overall do's and don'ts for writing about people with disabilities. At http://www.lsi.ku.edu/~lsi/aboutus/guidelines.shtml.
"Media Tool Kit: Tips & Tools to Successfully Use the Media," compiled by Terri Henrizi, Early On/Bridges4Kids, May 2004. Includes links to resources on media strategies, public service announcements, interviews, writing press releases and media advisories, letters to the editor, newsletters, community events, tip sheets, and glossaries. On the Internet at http://www.earlychildhoodmichigan.org/MediaToolKit.htm.
"Tips on Writing a News Release"; by the ADA National Network are at http://adaanniversary.org/2010/ap09_tips_writingnewsrelease/ap09_tips_writingnewsrelease_09_natl.html.
"The Associated Press Stylebook," is updated annually. It can be purchased in print or online at http://www.apstylebook.com.(Also check book stores for it and for the United Press International's stylebook.)
"A Reporter’s Guide: Reporting about People with Disabilities" written by Betsy Southall as part of the West Virginia Inclusion Campaign in 2004. This 64-page guide is online at http://www.wvdhhr.org/wvic/downloads/pdfs/media_guide.pdf.
The National Center on Disability and Journalism provides support and guidance for journalists as they cover people with disabilities, at www.ncdj.org/join.html. Includes a Blog, Disability News, and a Disability Style Guide, etc. Also Tip Sheets for Reporters on Interviewing people with disabilities, Investigating Disability Issues, and Using Data to Cover Disability Issues: A sampling of resources and how to use them.
The Society for Professional Journalists has hundreds of resources in a section on "Covering People with Disabilities" at http://www.journaliststoolbox.org/archive/disabilityaccessibility-resources.
"Portraying People with Disabilities in the Media" by Easter Seals is at http://www.easterseals.com/site/PageServer?pagename=ntl_disability_media. Includes a section on Interviewing People with Disabilities.
"The Scoop on Reporting about People with Disabilities"; by the Texas Governor's Committee on People with Disabilities is an interactive 45-minute video and training session illustrating how to interact with and report about people with disabilities. The video contains open captioning and light audio description to show media accessibility. There are also related handouts. At http://www.tpwd.state.tx.us/newsmedia/videos/outreach/scoop.phtml.

Get to Know the Local Media

To increase the media's coverage of disability issues, you need to become familiar with each type of media and its specific needs. The first step in this process is to study the different media in your community and what they cover. Read the newspaper and note who covers which topics. Clip and save articles on disability issues; keep a notebook. Listen to the news and talk shows on both television and radio to get acquainted with their format and the show's host. Study:

Which media and which reporters regularly cover disability issues?
What kinds of stories/issues are (or are not) included on a regular basis?
How do different reporters portray people with disabilities?
Is the perspective of/effect on people with disabilities included in general news and feature stories (on generic topics such as education, health care or insurance)?

Match the Media to the Message

Each media outlet is different, with its own set of operating procedures and people to contact. It helps to create an information sheet/notecard on each of your local news media. Be sure you send materials to the right person with the name spelled correctly. You can keep your list up to date by reading/watching the media, calling them, and/or printing "Address correction requested" on envelopes. It is important to also write down their deadlines.

Type of Media:

Newspaper
- Frequency: daily or weekly; also wire services and syndicates
- Type of Stories: news, features, editorials and listings
- Contact: city editor, specialized editor, or specialized reporter
Television
- Frequency: daily or weekly; also wire services and syndicates,
- Type of Stories: news and features
- Contact: assignments editor of specialized report
Radio
- Frequency: hourly
- Type of Stories: news, talk shows
- Contact: news director or program director
Newsletters
- Frequency: monthly, quarterly, etc.
- Type of Stories: news, features
- Contact: editor
Magazine
- Frequency: monthly, quarterly, etc.
- Type of Stories: news, features and listings
- Contact: editor or section editor

Don't forget columnists, Sunday supplements, trade press, consumer publications/tabloids, suburban papers and cable television.

What the Media Want:

All the media look for stories that have certain characteristics such as: timeliness; news value; a local angle with local spokespeople; the personal, human side of statistics; and appeal to a large audience. They also want relevant statistics with sources noted, so it's good to keep a few facts handy (such as there are 49 million Americans with disabilities -- about one out of every five people -- according to the Census Bureau). When you run across good statistics, put them in a file, along with the source. Never guess if you aren't sure about something because any mistake can hurt your credibility. It's also good to have names and phone numbers available of other people the media can contact if they want more information.

Each media also has specific desires:

Television stations want brief stories with visual interest; most stories last 30-90 seconds; kids and action sell, not talking heads; don't forget cable channels
Radio stations want short news items (best with sound effects); public service announcements (PSAs); topics for talk shows
Newspapers want news stories written in journalistic style with the most important information first; feature stories with a news angle and human interest twist; timely and controversial editorials; calendar listings
Magazines want inquiry letters with ideas for stories; exclusive coverage

Use Personal Examples to Address Issues

Concentrate on real people and events, but don't focus on an individual's disability, courageousness or misfortune. Link personal stories with larger issues such as education reform, personal assistance, assistive technology, how the service system/society serves -- or fails to serve -- people with disabilities, housing, compliance with the Americans with Disabilities Act, etc. The goal is not to get inspirational stories, but to confront problems faced by people with disabilities -- such as physical barriers, discrimination and societal attitudes -- and to promote the acceptance and inclusion of individuals with disabilities in everyday life and community activities.

Understand and Respect Deadlines

Reporters work under rigid time and space constraints. Presses roll and newscasts air at precise times. It is critical to write down and respect their deadlines. When reporters call, always ask for their deadline. If you call them, ask "Are you on deadline?" If so, ask "What would be a good time to call you back?" Don't contact the media close to deadlines or broadcast times, unless it is essential to provide information they need. Be sure to give them phone numbers they can call at any time, since reporters work at all hours. Remember that if you don't meet their deadlines, you miss the opportunity.

Helpful Hints

Don't get discouraged if the media don't like your story idea. Learn the types of stories reporters are interested in by studying what is used. Look for something that is new or different about a subject to entice the media to cover it. You also need to recognize that other stories can bump yours, even after it is finished. Reporters work for editors and news directors. Their stories can be changed by several layers of staff. Be persistent, but not a nuisance. Strive to develop a working relationship with the media to get ongoing coverage of disability issues.

Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5415 voice.

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Resources/Overview FYI Newsletter Annual Reports Biennial Reports Videos Acronyms People First Language College Resources Working with the News Media Introduction & Resources Letter to the Editor Interview Preparation Using Photos Conveying Desired Values, Attitudes & Perspectives Preparing News Releases Hurricane & Disaster Resources Links Internet Resources Grantee Products State Plan Join Mailing List Order Form	Working with the News Media Information Sheet #1 Prepared 12/94 An Introduction to the News Media Get to Know the Local Media Match the Media to the Message Type of Media What the Media Want Use Personal Examples to Address Issues Understand and Respect Deadlines Helpful Hints Resources for Working with the News Media Updated 10/10 "Making News: How to Get News Coverage for Disability Rights Issues" by Tari Susan Hartman and Mary Johnson, 1993. Produced and distributed by Advocado Press, Inc., Box 145, Louisville, KY 40201; http://www.advocadopress.org/maki.html. "Winning with the News Media: A Self-Defense Manual When You're the Story" by Clarence Jones, 2005 edition. Available from Winning News Media, Inc., PO Box 819, Anna Maria, FL 34216-0819; (941) 779-0242; http://www.winning-newsmedia.com. "People First Language/Describing People with Disabilities," by Texas Council for Developmental Disabilities. A free, two-sided handout that explores how to talk accurately and appropriately about people with disabilities. It is a good reference tool to use when speaking or writing, or to give to reporters or other individuals. Available online http://www.txddc.state.tx.us/resources/publications/pfanguage.asp or order from the Council at http://www.txddc.state.tx.us/resources/publications/materials.asp. English and Spanish versions revised 02/07. "Guidelines for Reporting and Writing about People with Disabilities" by The Life Span Institute. It includes; 1) Appropriate Terminology -- An alphabetical list arranged by appropriate terminology and usage; and 2) Portrayal Issues -- Overall do's and don'ts for writing about people with disabilities. At http://www.lsi.ku.edu/~lsi/aboutus/guidelines.shtml. "Media Tool Kit: Tips & Tools to Successfully Use the Media," compiled by Terri Henrizi, Early On/Bridges4Kids, May 2004. Includes links to resources on media strategies, public service announcements, interviews, writing press releases and media advisories, letters to the editor, newsletters, community events, tip sheets, and glossaries. On the Internet at http://www.earlychildhoodmichigan.org/MediaToolKit.htm. "Tips on Writing a News Release"; by the ADA National Network are at http://adaanniversary.org/2010/ap09_tips_writingnewsrelease/ap09_tips_writingnewsrelease_09_natl.html. "The Associated Press Stylebook," is updated annually. It can be purchased in print or online at http://www.apstylebook.com.(Also check book stores for it and for the United Press International's stylebook.) "A Reporter’s Guide: Reporting about People with Disabilities" written by Betsy Southall as part of the West Virginia Inclusion Campaign in 2004. This 64-page guide is online at http://www.wvdhhr.org/wvic/downloads/pdfs/media_guide.pdf. The National Center on Disability and Journalism provides support and guidance for journalists as they cover people with disabilities, at www.ncdj.org/join.html. Includes a Blog, Disability News, and a Disability Style Guide, etc. Also Tip Sheets for Reporters on Interviewing people with disabilities, Investigating Disability Issues, and Using Data to Cover Disability Issues: A sampling of resources and how to use them. The Society for Professional Journalists has hundreds of resources in a section on "Covering People with Disabilities" at http://www.journaliststoolbox.org/archive/disabilityaccessibility-resources. "Portraying People with Disabilities in the Media" by Easter Seals is at http://www.easterseals.com/site/PageServer?pagename=ntl_disability_media. Includes a section on Interviewing People with Disabilities. "The Scoop on Reporting about People with Disabilities"; by the Texas Governor's Committee on People with Disabilities is an interactive 45-minute video and training session illustrating how to interact with and report about people with disabilities. The video contains open captioning and light audio description to show media accessibility. There are also related handouts. At http://www.tpwd.state.tx.us/newsmedia/videos/outreach/scoop.phtml. Get to Know the Local Media To increase the media's coverage of disability issues, you need to become familiar with each type of media and its specific needs. The first step in this process is to study the different media in your community and what they cover. Read the newspaper and note who covers which topics. Clip and save articles on disability issues; keep a notebook. Listen to the news and talk shows on both television and radio to get acquainted with their format and the show's host. Study: Which media and which reporters regularly cover disability issues? What kinds of stories/issues are (or are not) included on a regular basis? How do different reporters portray people with disabilities? Is the perspective of/effect on people with disabilities included in general news and feature stories (on generic topics such as education, health care or insurance)? Match the Media to the Message Each media outlet is different, with its own set of operating procedures and people to contact. It helps to create an information sheet/notecard on each of your local news media. Be sure you send materials to the right person with the name spelled correctly. You can keep your list up to date by reading/watching the media, calling them, and/or printing "Address correction requested" on envelopes. It is important to also write down their deadlines. Type of Media: Newspaper Frequency: daily or weekly; also wire services and syndicates Type of Stories: news, features, editorials and listings Contact: city editor, specialized editor, or specialized reporter Television Frequency: daily or weekly; also wire services and syndicates, Type of Stories: news and features Contact: assignments editor of specialized report Radio Frequency: hourly Type of Stories: news, talk shows Contact: news director or program director Newsletters Frequency: monthly, quarterly, etc. Type of Stories: news, features Contact: editor Magazine Frequency: monthly, quarterly, etc. Type of Stories: news, features and listings Contact: editor or section editor Don't forget columnists, Sunday supplements, trade press, consumer publications/tabloids, suburban papers and cable television. What the Media Want: All the media look for stories that have certain characteristics such as: timeliness; news value; a local angle with local spokespeople; the personal, human side of statistics; and appeal to a large audience. They also want relevant statistics with sources noted, so it's good to keep a few facts handy (such as there are 49 million Americans with disabilities -- about one out of every five people -- according to the Census Bureau). When you run across good statistics, put them in a file, along with the source. Never guess if you aren't sure about something because any mistake can hurt your credibility. It's also good to have names and phone numbers available of other people the media can contact if they want more information. Each media also has specific desires: Television stations want brief stories with visual interest; most stories last 30-90 seconds; kids and action sell, not talking heads; don't forget cable channels Radio stations want short news items (best with sound effects); public service announcements (PSAs); topics for talk shows Newspapers want news stories written in journalistic style with the most important information first; feature stories with a news angle and human interest twist; timely and controversial editorials; calendar listings Magazines want inquiry letters with ideas for stories; exclusive coverage Use Personal Examples to Address Issues Concentrate on real people and events, but don't focus on an individual's disability, courageousness or misfortune. Link personal stories with larger issues such as education reform, personal assistance, assistive technology, how the service system/society serves -- or fails to serve -- people with disabilities, housing, compliance with the Americans with Disabilities Act, etc. The goal is not to get inspirational stories, but to confront problems faced by people with disabilities -- such as physical barriers, discrimination and societal attitudes -- and to promote the acceptance and inclusion of individuals with disabilities in everyday life and community activities. Understand and Respect Deadlines Reporters work under rigid time and space constraints. Presses roll and newscasts air at precise times. It is critical to write down and respect their deadlines. When reporters call, always ask for their deadline. If you call them, ask "Are you on deadline?" If so, ask "What would be a good time to call you back?" Don't contact the media close to deadlines or broadcast times, unless it is essential to provide information they need. Be sure to give them phone numbers they can call at any time, since reporters work at all hours. Remember that if you don't meet their deadlines, you miss the opportunity. Helpful Hints Don't get discouraged if the media don't like your story idea. Learn the types of stories reporters are interested in by studying what is used. Look for something that is new or different about a subject to entice the media to cover it. You also need to recognize that other stories can bump yours, even after it is finished. Reporters work for editors and news directors. Their stories can be changed by several layers of staff. Be persistent, but not a nuisance. Strive to develop a working relationship with the media to get ongoing coverage of disability issues. Prepared by the Texas Council for Developmental Disabilities, 6201 E. Oltorf, Suite 600, Austin, TX 78741; 512-437-5415 voice.
Texas Council for Developmental Disabilities 6201 E. Oltorf, Suite 600 Austin, TX 78741-7509 Phone: (512) 437-5432 Toll-Free: 1-800-262-0334 Accessibility \| Site Policies Copyright 2005-2012 - Texas Council for Developmental Disabilities Links from TCDD to other Internet sites are provided as a convenience for informational purposes. No official endorsement should be inferred.