If a tree falls in a forest with no one to hear it, then does it make a sound? If you ask a candidate a question on Darfur but no one knows you asked, will it make a difference? Maybe. But it is sure to have a much bigger impact if it is picked up by the media — TV, print, radio, or a blog. Below are some tips for working with the media to make your voice echo far and wide.

  1. Contact local media to let them know about your efforts to make Darfur a priority for the presidential candidates before you even go to an event.
  2. If you are working with other local groups — faith-based groups, local community groups — emphasize this to reporters; it is a "fresh hook."
  3. Be familiar with your local media and which reporters cover which stories. Reach out to the reporters covering the presidential race, local community events, etc.
  4. Find out exactly to whom to send the press release and the reporter's preferred method of receiving the press release (e-mail, fax, mail).
  5. After you send a press release, do not be afraid to call and follow up.
  6. Bring questions that you plan to ask at an event written or typed out so that you can give them to a reporter; make their job easy.

Media Materials

Media Advisory — A document, generally one page long, that alerts the media to an event such as a press conference or a small gathering you are organizing. Send out the advisory one week to ten days before an event. This is useful to put out to let reporters know of your intention to ask candidates questions about Darfur at an event. Tips for writing a media advisory.

Press Release — A document that announces a news item in a news-story format. Write it in such a manner that if it were reprinted verbatim, it would tell your story precisely the way you want in told. Tips for writing a press release.

Fact Sheet — A concise document that explains the individual aspects of your program or event. You may also want to provide a one-page background sheet on Darfur or the Ask the Candidates campaign. This should include www.AskTheCandidates.org.

Letter to the Editor — A means of positioning your perspective on an issue in a credible public media forum. These are usually short — a paragraph or two — and state one point. You should write letters to the editor to explain your satisfaction or dissatisfaction with a candidate's answer to your question. Tips for writing a letter to the editor.

Op-ed — An article written to position your opinion on the editorial page of a newspaper. It must be concise — many newspapers have strict limits on length. These are longer than letters to the editor and give you a chance to expand upon your views on the issues. Tips for writing an op-ed.

Keys to Success When Dealing with the Media

  1. Be polite and friendly.
  2. Direct the interview. Don't wait for the reporter to ask you about something, bring it up yourself. Use phrases such as "What really excites me about this is..."
  3. Be quotable. Think about "quotability" before the interview and prepare the perfect line that makes your point or hits an important area.
  4. Be lively. Think in headlines.
  5. Be responsive. Supply follow-up information in a timely manner.
  6. Use news to create news - try to relate your story to the news of the day. Be alert to ongoing news that presents opportunities to tell your side of the story.

Tips for Writing a Press Release or Media Advisory

  1. The shorter the better — no longer than a page.
  2. Put your news upfront in the headline or first paragraph. By the end of the first paragraph, the reporter should know the who, what, when, where, why, and how.
  3. Make sure there are no grammatical or factual errors.
  4. List a contact name and number that is actually reachable at the top of the release.
  5. Provide hard facts and statistics.
  6. Follow up a press release with a phone call a day later.
  7. If you've had success, send out another press release about the success. Make sure you use new language and provide new updates.

Tips for Writing Letters to the Editor

  1. Be short and concise; try to keep your letter under 150 words.
  2. Be timely; if you are writing about a candidate's response, do so within two days of when he or she made the remark.
  3. Only address one subject in a letter.
  4. Don't personally attack anyone or anything in a shrill or abusive manner.
  5. Make sure the letter is organized; begin with your argument, present evidence, and close by restating your position.
  6. Use facts, figures and expert testimony whenever possible.
  7. Proofread your letter carefully for errors in spelling, punctuation and grammar.
  8. Look at the letter from the reader's perspective. Will the arguments make sense to someone with little knowledge of Darfur? Did you use technical terms not familiar to the average reader?
  9. Include your name, address, day-time phone number and signature. The papers will not publish this information, but they may use it to verify that you wrote the letter.
  10. Don't be discouraged if your letter isn't published. The editor may have received more responses on that issue than he feels he can handle.

Tips for Writing Op-Eds

  1. Write 750 double-spaced words or less (fewer is always better).
  2. In the first paragraph, focus tightly on one issue or idea.
  3. Express your opinion, and then base it on factual, researched or first-hand information.
  4. Be timely, controversial, but not outrageous.
  5. Be personal and conversational; it can help you make your point. Humor can also work, if appropriate.
  6. Have a clear viewpoint; don't equivocate.
  7. Provide insight; educate your reader without being preachy.
  8. Near the end, clearly re-state your position and issue a call to action.
  9. Use clear, powerful, direct language. Avoid clichés and jargon.
  10. Look at the letter from the reader's perspective. Will the arguments make sense to someone with little knowledge of Darfur? Did you use technical terms not familiar to the average reader?
  11. Don't be discouraged if your letter isn't published. The editor may have received more responses on that issue than he feels he can handle.
  12. Include a brief bio (one or two sentences), along with your phone number, email address, and mailing address at the bottom.