"Imagining a Future Without Racism, Intolerance, Prejudice or Xenophobia" The Australian community action kit on Racism |
Contacting the media
Taking the World Conference Against Racism to the Media
Working with the Media on World Conference - Guidelines for Activists
Using the media to promote World Conference's programme is an invaluable human rights campaigning tool. As an activist working at the local level, you are in a unique position to localise human rights situations from abroad. Through your local media you can provide a link to the human rights situations that are being abused by racism and racial discrimination around the world. And as a community member you are considered good 'talent' for local press images and radio interviews.
You may also wish to respond to events you hear in the media – for example, if there are stories on refugees and the story is accurate and gives a sympathetic portrayal, you can call in and congratulate the station/newspaper on its reporting, whereas if the story is wrong or is intolerant, you can call in to offer a correction or different perspective. The points you can raise are listed in some of the websites listed in this kit, particularly the Face the Facts kit from HREOC and the government’s Living in Harmony kit.
It is suggested that you only approach 'local' media that cover your immediate area. Community radio and your local newspaper will be the easiest first point of contact to line up interviews or send media releases. Commercial radio will be more of a challenge. You need to be familiar with the media outlets you are targeting and have an appreciation of their demographics.
Unless you set yourself up with a 'shock jock', you are unlikely to be misrepresented or humiliated When you go to the media you must be well-equipped with information, in particular knowledge about the issues being raised at World Conference. At the same time, we encourage people to listen to the shock jocks and call up to rebut incorrect statements or prejudice on refugee or Indigenous issues – you can use the information available in the Face the Facts and Living in Harmony kits, which are statistical, accurate and reasonable. Racism is most effectively challenged by people speaking out reasonably in their community and once you ring a radio station, you will have gained incredible confidence.
Put a World Conference spin on publicity for events such as film nights, visual stunts in public places, local school children taking action, information evenings, and cultural events.
Local media, especially press, are very responsive to photo opportunities. Visual stunts, such as drama re-enactments, or the local MP/celebrity writing a letter to the Prime Minister or other relevant Ministers, work well. Listen out for opportunities on talk-back radio and phone in. Don't restrict your media activity to 'obvious' media, approach organisations in your area about getting your message in to their newsletters.
Letters to the Editor
Letters to the editor are an excellent and easy way to get World Conference mentioned in the press. Letters are usually in response to stories or opinions in a publication. Either mention WCAR in the body of the letter or sign the letter from your group. Letters should be a succinct 200-400 words, be signed, dated and include a contact phone number. Ring the publication you are targeting to find out the name and fax number of the Letters Editor.
Writing a media release
A media release should be written to give advance notice of an event, announce the launch of your group's work in support of World Conference, outline your response to current events, or draw attention to any new initiatives.
It must be newsworthy: have impact, be timely, and interesting. The first paragraph should contain the '5Ws' - who, what, where, when and why. The rest of the media release is for you to provide details and background information.
A media release must be word processed and include, the date and contact phone numbers of your group. Media releases should be no longer than one page and in an easy-to-read font such as Times New Roman, minimum size 12. Include quotes from your spokesperson.
Media releases should be addressed to either the editor (print media) or producer (radio), or to a journalist you believe would be interested in reporting the event. Ring the person you sent the fax to and 'sell' them the story over the phone by discussing possible story angles, photo opportunities, why their listeners would be interested and spokespeople.
The Interview
The more media interviews you do, the easier it will become. Be prepared with your message and background information and be comfortable with the time and place of the interview. Try to anticipate what questions you might get asked and practice answering them aloud. Discuss the line of questioning with the journalist beforehand to help you prepare. It is important to get your message across - never be forced to comment on something the answer to which you are unsure.
If you are being interviewed for TV or radio news, the journalist will take from you a 5-30 second 'grab' (TV grabs are shorter than radio). The journalist will interview you for several minutes but pick out the part of your interview which; makes a statement, explains the statement (usually with an example), then concludes the statement
For example:
"Our community is calling on the government to note the issues and concerns as raised at the World Conference"
Always say ‘our group believes' as opposed to 'I believe'. Remember that 'um' is a thinking word and silence will also help you think. If a journalist asks you a question you don't have the answer to, you can either 'bridge' to something you do know or say that your group is considering the issue - it sounds better than saying you don't know. Bridging' is a good way to not answer the question but provide alternative information. For example;
"What do you think will be the outcome of the World Conference?"
"It is hoped that governments everywhere will pursue actions that will help stamp out racism and racial discrimination, and allow everyone to exercise and enjoy their full human rights".
If you are going on television or being photographed, wear smart but simple clothes. Most of all, try to relax and be natural. Think of longer interviews as a one-on-one conversation with the journalist. Remember there is no such thing as 'off-the-record' comment.
This kit is supported by the following organisations (in alphabetical order) in April 2001: Amnesty International Australia, Australian Catholic Social Justice Council, Australian Lawyers for Human Rights, Coalition Against Racism WA, Human Rights Council of Australia Inc., Quaker Service Australia, The Religious Society of Friends in Australia (Quakers),Western Australians for Racial Equality, WA Social Justice Commission - Uniting Church in Australia.