Note: PACE ended in September 2022. No new content is added to this site.
Note: PACE ended in September 2022. No new content is added to this site.
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Module 8: Working With the Media

In the Working With the Media module, participants will learn how to communicate research and policy messages by leveraging the media. Sessions address the value of partnering with the media to disseminate information, as well as common challenges. Participants practice skills needed to effectively reach out to journalists in common ways, such as through a press news release or interview. Organizing the panel discussion with local journalists is a rewarding learning experience for speakers and participants.

At the conclusion of this module, participants will be able to:

  1. Explain what the media is and how it applies to their work.
  2. Identify common pitfalls and misperceptions of working with the media.
  3. Apply their understanding by writing a press release.
  4. Prepare for an interview with a journalist.

At the conclusion of this module, participants will have developed their own:

  1. Press release.
  2. Interview soundbite.

Download All Materials (ZIP)
Download the Spanish Translation (ZIP)

Components

What is the Media and Why Work With Them? (WM1L)

Time: 1 hr.

This presentation defines the media and explores the role the media can play in helping an issue reach a policy audience.

Components

Presentation

Facilitator Guide

News Releases (WM2L)

Time: 20 min.

In this session, participants learn what a news release is and how to structure and select content for a press release.

Components

Presentation

Facilitator Guide

Required Preparation

Sample News Release 1

Sample News Release 2

Sample News Release 3

Writing A News Release (WM3A)

Time: 1 hr. or homework

Participants apply their knowledge of news releases by writing a release based on their own research. Participants benefit from exercises in Module 2 to define their key messages.

Components

Worksheet

Facilitator Guide

Required Preparation

News Release Template

The Art of the Interview (WM4L)

Time: 30 min,

This presentation introduces best practices and common pitfalls in giving a media interview

Components

Presentation

Facilitator Guide

Required Preparation

Effective Interviewing Techniques

Practicing an Interview (WM5E)

Time: Varies

Participants are put on the spot to answer interview questions based on the content of the news release they developed about their own research.

Components

Facilitator Guide

Supplemental Activities

Panel Presentation and Discussion With Journalists (WMS1D)

Time: 2 hrs.

In this session, three to five journalists are invited to speak about their experiences covering health issues in the media and receiving story ideas from NGOs. It offers a valuable opportunity for advocates/researchers to ask questions directly of journalists about how they can be better partners.

Components

Facilitator Guide

Working Group Session 8 (WMS2G)

Time: 1 hr 30 min.

This session allows peers and a facilitator to provide individual feedback on draft news releases and the media interview exercises.

Components

Worksheet 1

Worksheet 2

Facilitator Guide

Required Preparation

Completed draft news release (WM3A); effective interviewing techniques (WM4L); & media interview (WM5E)

Primary Sidebar

  • Policy Communication Toolkit

    • Using the Toolkit

    • Module 1: From Research to Policy
    • Module 2: Strategic Communication
    • Module 3: Writing for Policy Audiences
    • Module 4: Creating Policy Presentations
    • Module 5: Negotiations & Accountability
    • Module 6: Communicating Research Through Social Media
    • Module 7: Data Visualization
    • Module 8: Working With the Media
    • Module 9: Youth Leaders

    • Boîte à Outils de Communication Politique en Français

    • Herramientas para la Comunicación de Políticas, edición en español

    • Acknowledgments

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Funding for the PACE project is provided by the United States Agency for International Development (USAID) through Cooperative Agreement
AID-OAA-A-16-00002.
www.usaid.gov

 

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