Earned Media Best Practices

Indian Country has a rich media landscape, ranging from tribal newspapers and online publications to radio, television, podcasts, and more. Increasingly, non-Native outlets and publications are taking an interest in Native stories, cultures, and histories. When thinking about how to reach out to reporters, it’s important to be strategic and know the tools that will increase your odds of coverage. 

Tools for Reaching Reporters

• Pitch – Calls and/or emails to individual journalists to persuade them to cover a topic, event, or perspective in their reporting.
• Press Release – A written statement shared with journalists to announce breaking news, events, or updates from an organization. It provides clear, concise information and quotes and is intended to generate media coverage.
• Media Statement – A written statement shared with journalists to provide an organization’s perspective to existing news stories. It is essentially a longer quote from a spokesperson or organization that provides their stance on an issue.
• Media Advisory – An invite to journalists to inform them about an upcoming event. It includes the essential details—who, what, when, where, and why—and aims to encourage reporters to cover the event or news.
• Op-ed – An opinion piece authored by a spokesperson about a relevant topic, which is written and submitted to a single media outlet. Op-eds are usually 600-800 words in length.

Writing a Press Release

A press release is the most commonly known tool to share breaking news. An effective press release can determine if and how your story gets covered. Remember to always:

• Be accessible. Write in plain language. Avoid jargon.
• Supply contact information, including your full name, phone number, and email.
• Keep the headline to a single line, if possible.
• Provide compelling quotes.
• Summarize the news using verbs and avoid incomplete sentences.
• Email press releases as text, not attachments, to ensure they don’t go to spam folders.
• Proofread your press release. Then proofread again.
• Keep it short. There is rarely a need to draft a press release beyond one page. The press release is your chance to sell your issue to the media, nothing more.

Remember: A good quote always follows a good lede.

Quotes are reserved for provocative, exciting language that provides your position on the news or an issue. Every press release lede should be followed by an interesting quote that succinctly tells your story. While the text of your release should be written in the fact-focused style of a news story, use your quotes as an opportunity to insert opinion, perspective, and impact.

Writing a Media Statement

Media statements are used to share your organization’s position on existing news. They are brief, without the full context you’d include in the press release. They are intended as responses for stories that reporters already have context about.

Whether it’s the passage of a law impacting your community or responding to a breaking news event, providing a quote for media use is one more way to share your viewpoint and raise the profile of your Tribal Nation or organization as a trusted voice and source of opinion

Sending a Media Advisory

A media advisory is an invitation for the media to attend an event.They are brief and simply provide the who, what, when, where, and why for an event that aims to pique interest from reporters. They are often sent out to reporters in the days leading up to an event. While media advisories are sent to all types of reporters, they are popular with TV and radio stations because it gives them an opportunity to capture visual and audio from the event.

Tips for Effective Media Advisories:

• Send 2–3 days in advance of the event with a follow up on the day of.
• Use a bold headline that explains why the event is newsworthy.
• Include contact information for someone available to assist media on-site.

Writing an Op-Ed

An op-ed is an opinion piece written by an individual to advance a clear viewpoint on a current issue. It may not necessarily reflect the opinions of a publication’s editorial board. The term “op-ed” comes from opinion pieces originally being placed opposite the editorial page in a newspaper. Op-eds are a significant way to get your message out, while allowing you more space to share further context—or a different perspective on an issue—and control the narrative.

When writing an op-ed, be sure to…

• Take a stand. Editors want their pages to feel like debate forums. They want to publish pieces that identify an issue and stake out a position on it. The more specific you can be, the more likely your piece will be accepted.
• Be timely. Connect your piece to something fresh—deadlines, events, recent issues in the news, or something else that makes it relevant now.
• Be clear. Using plain-spoken language shows an editor you understand their readers and want to reach them. Imagine you’re writing for your aunt, or the high school student across the street, or the person you see at the coffee shop each day.
• Be concise. While your piece will need an introduction that draws readers
  in, get to the stand you’re taking quickly. If readers have to wait to learn what you’re advocating for, they’ll stop reading. Most op-eds can be well argued in about 600 words—letters to the editor, about 200. Check with the publication you’re submitting to to find out the word count they’re looking for. Most publications also have guidelines for the kinds of pieces they want to publish.
• Read a sample op-ed to get an idea of what type of content editors will feature.
• Spread the word. Plenty of your supporters and potential supporters may not see your news story, interview, or op-ed when it’s first published or posted. Remember to use your own tools to share it far and wide. See appendix 3a for an example op-ed.