Get Your Campaign Noticed By The Media

by: Jake Porter

Mon Aug 31, 2009 at 21:21:37 PM MDT

As Libertarians, we know that our candidates do not always get the respect they deserve.  In fact, they are often kept out of debates, and sometimes even denied mention that they are even running for office when the major party candidates are allowed to give detailed profiles in the daily newspaper which is read by thousands.  

We could complain that we are treated unfairly by the media.  We could complain that politicians make laws that favor the two major political organizations.  It won't do much to change things and we could get the reputation of complainers which, as was explained in my article last month, not good for votes.  On the other hand, we could strive to run professional campaigns and force the media to give us the respect and recognition our candidates deserve.

As you may know, I have done some limited work in the media.  I have also created advertising campaigns.  In fact, many of the readers of this newsletter are here because of our recent Google advertising campaign.  What I am going to share is some of my experiences and research about getting the attention of the media without making you look like a crazy fringe candidate.  

The media wants to report on something that interests their readers, viewers, or listeners.  Your 21 point plan on some obscure issue does not sell.  What does sell, for example, is that you are launching a statewide radio advertising campaign.  That is newsworthy.  

How to send press releases:

1. Have a single dedicated contact person to distribute the press release.  This person should not be the candidate.
2. Determine if the press release will be newsworthy.  Newsworthy press releases include announcements of an exploratory committee, announcement of candidacy, announcement of local events to local reporters, and announcements of advertising campaigns.  
3. Send it only to news organizations that could benefit from it.
4. If contacted by the media in response to your press release, answer your phone, or reply to your email as soon as possible.
5. Check for errors including factual, dates and times, and typos.  Additionally, have a second person check.    
6. Add press releases to your website and have it sent out to those who subscribed to press releases on your website.

When sending your press releases, do not just carbon copy every reporter in the state.  A press release regarding a campaign event in a small town in the northern part of the state should go to that community and not also to a community in the southern part of the state.  Another reason not to carbon copy every report is that it will anger many reporters such as the sports reporter who will not be reporting on your campaign unless perhaps if you pledge to bicycle to each campaign event.  Additionally, have a single contact at each news organization. It might really anger someone if they find out another reporter is also covering the same information that you gave to them.

And always remember to respect that reporters have deadlines and never make demands that they put your story in the newspaper.  I remember when someone told me she demanded a local human interest story be placed on the front page of a local newspaper.  The result was that she angered the reporters and I don't think the story even made the last page.  

Below is a sample template for a press release:

FOR IMMEDIATE RELEASE
Date
Contact Person
Phone Number
Fax Number
E-mail

MISSOURI COUNCILMAN ENDORSES PORTER FOR LNC

SAINT JOSEPH, MO -- Long-time Libertarian Party activist and Saint Joseph, Missouri city councilman Mike Bozarth endorsed the next generation of party activism this morning, speaking warmly of Jake Porter's campaign for an at-large seat on the Libertarian National Committee.

"I just met Jake at the Heartland Libertarian Conference in Kansas City this month," says Bozarth, "but he impresses me as a bright young man with a very promising future. I believe Jake has the best interests of the Libertarian Party at heart and will have much to contribute to the party."

Porter, of Des Moines, serves on the Iowa LP's executive committee and at the tender age of 20 has worked on a number of Libertarian campaigns. He currently serves as chief of staff to presidential candidate George Phillies.

Bozarth, a small businessman, was elected to the St. Joseph City Council in 2006, having previously served in several appointed offices and as a Clarksdale councilman in the 1980s. He's been an LP member since the early 1970s.

The party will choose the next Libertarian National Committee at its presidential nominating convention next month in Denver, Colorado.

30
about 180 words

For more information on Jake Porter's campaign, see:
http://www.jakeporter.org.

For more information on Mike Bozarth, see:
http://www.facebook.com/pages/...

Create an online media room:

Your online media room should include the contact information for your Communications Director, links to previous press releases, links to positive articles from other media regarding your campaign, high-resolution photos of the candidate, a biography of the candidate, a list of campaign events, your campaign logo, and an opt-in e-mail subscription to future press releases.