Chapter 5Why the Media Matters |
LEGAL DISCLAIMER: The material in this e-course is provided for informational purposes only. Nothing in this email should be construed as legal advice. Before you act on any of the material in this guide, the authors STRONGLY urge you to seek legal counsel. |
One of the most effective tools to influence decision-makers is the media. It can bring transparency to government agencies, shape public opinion, and be both a sender and recipient of messages from government leaders. The media is at once respected, exploited, and feared by politicians and heads of agencies. During this era of the 24-hour news cycle, the public is constantly bombarded by breaking stories—so be sure to make the most of the media attention on the issue you've raised while you have it. Always keep in mind that media attention can backfire, especially if you choose to expose your identity. Approach working with the media with extreme caution, especially if you are still employed at a position related to the issue you are raising. |
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The Associated Press defines:Off the record: Your name cannot be used and you cannot be quoted. Consider that it also means journalists cannot publish the information you provide (unless it is provided separately from another source). On background (similar to “not for attribution”): Your name cannot be used, but that the information you provide can be published under terms you negotiate with the reporter. For instance, the reporter may refer to you as “an employee in the agency who does not want to be named out of fear of retaliation.” On the record: Whatever you say can be quoted and attributed to you by name. |
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Secure your confidentiality. You are automatically taking a risk that your identity will be revealed when you go directly to the press. Be sure to establish before every conversation on what terms you are providing information and how the reporter plans to confirm your story. Prepare the story. The key to publicizing wrongdoing is to make the story interesting, clear, and well-documented. When pitching to reporters, be sure that you have a compelling description of the story and the potential or real consequences of the wrongdoing. Keep the emphasis on the story, not yourself. Set a deadline. If the information is time-sensitive, make that clear from the beginning. Try not to leave the timing up to the reporter (or you may be quickly frustrated). Even if you follow all of these steps, you may still not get a news story published. Not all problems merit news coverage. Working with an advocacy partner who has experience working with the media could help. (For more on working with advocacy partners, revisit Chapter 2.) |
The reporter’s job is to write the story in a way that completely and faithfully presents the facts to the wider public. However, often reporters can take stories in a direction you won’t be comfortable with.
With this in mind, remember that the reporter’s job is not necessarily to help you—they work in a business with a chain of command and bureaucracy. So you may find:
Media coverage is rarely an end unto itself. Rather, it is just one component of a larger effort.
You may find that the moment of greatest leverage is just before a story is released; the agency may be willing to take steps it otherwise wouldn’t take in order to avoid or reduce media exposure. But the day after, it may be highly defensive and unwilling to take any steps that imply guilt.
If you hope to correct a problem in your organization, lay out clearly how that will be accomplished and what role the media will play. One story (and a short period of media coverage) will likely not accomplish what you envisioned—it may take sustained media coverage to produce change.
In order to guarantee sustained media attention, if you find that a single journalist does not have interest in every piece of information you have, you may need to approach other reporters. Note, however, that this approach may frustrate new journalists you pitch with the "scraps" of a story as well as those you've worked with previously, but it may be necessary.
Remember: Try not to let the excitement or ego boost you could receive from media coverage undercut the point of your publicity: exposing and fixing problems.
Dealing with the press can be daunting, especially without experience. For more information on how to protect yourself, read our full survival guide, Caught Between Conscience and Career. Jump into Chapter 5 now.
Material for this e-course is pulled from Caught Between Conscience and Career, a joint effort of the Project On Government Oversight (POGO), Government Accountability Project, and Public Employees for Environmental Responsibiltiy (PEER).
The Project On Government Oversight (POGO) is a nonpartisan independent watchdog that investigates and exposes waste, corruption, abuse of power, and when the government fails to serve the public or silences those who report wrongdoing.
We champion reforms to achieve a more effective, ethical, and accountable federal government that safeguards constitutional principles.
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