There’s a lot going on in Frankfort. Therefore, as an effective lobbyist, you need legislators to hear your voice above the din. A good lobbyist must work well with broadcast and print media from around the state: Making your point clear, concise and informative improves your chances for getting your quotes published or your sound bites aired.
These tips should help you get your positions across in an informative, professional manner that will help you at the grassroots as well as the legislative level.
Writing a Press Release
Since you are asking for free space or time, make it easy on the reporters. Other than to expand a press release into a story, a reporter should not have to call you back for information missing from your press release.
Always type the press release. Make sure it is dated and a contact person’s name and phone number appear at the top. State when the information can be released – use phrases such as “For immediate release or Embargoed until 2 p.m. Jan. 3.” Reputable publications will respect an embargo, or hold, on your information from release to the public and will use it for planning purposes until it can be released.
Include the five Ws and H: Who, What, When, Where, Why and How, but not necessarily in that order. Put the newest or most interesting information at the top of your press release. ...
Talking with Reporters
As with writing a press release, when you are face-to-face with a reporter be clear and concise. Speak slowly and clearly. Organize your thoughts before speaking. ...
As a general rule, when interviewing with television reporters, look at the reporter and don’t stare into the camera. Relax. Most shots are not live and can be corrected if necessary. Don’t worry about the setting – TV reporters can edit out clutter – rather, concentrate on your message. ...
Tips on Holding a Press Conference
The media can be your ally in educating the public and lawmakers about your issue. A press conference (or news conference, as some prefer) is one way to present your facts and views to the media and to answer all of them at once, rather than dealing with a dozen phone calls. Another benefit, you can get news coverage on an issue not of interest to journalists before.
• Define your goals. Before you plan a press conference, make sure you are clear about what you want to accomplish. ...
• Prepare you message. Decide what you want to say. Write a brief statement, under 1 0 minutes, and prepare a set of “talking points” that focus on your key message. Anticipate the reporters’ questions and prepare clear, brief answers.
• Choose a place and date. Find a place to hold the conference that is convenient to reporters and has the facilities they need. The best days of the week to get news coverage are Tuesday through Thursday. But Mondays and Fridays can be fine, too. Just avoid weekend press conferences, when the media operate with reduced staff. ...
• Pick a time of day. Most press conferences talk place in the morning, because it gives reporters more time to write and file their stories. ...
• Prepare an advisory. Send out an announcement several days in advance of the conference. Include in brief the details of time, place, contact information, who will speak and why. ...
• Plan for the day of your conference. Hand out a simple packet or fact sheet to reporters when they arrive. ...
• Begin on time, even if attendance is sparse. ◆
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About the Directory
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Meet the Publisher
Lowell Reese, a native of Kentucky, is a graduate of Berea College. He was a staff lobbyist for the Kentucky Chamber of Commerce and then CEO of the South Carolina Chamber of Commerce and the Arizona Chamber of Commerce. He formed Kentucky Roll Call Inc., a public-affairs publishing company, in 1990.