This page, written by Brian, is a quirky mix of his own experience combined with the best tips from the Carolyn Fennelly article "Managing the Media: A Guide for Activists." The tips here should be used in conjunction with the tips from Dag, Cec, and Cerri, all linked from the main media page.

The model press releases in this section of the website should be very helpful to you. This is the general press release format:

• Include the who, what, where, when, and why in the first paragraph
• Next paragraphs include details on the purpose of the event, and some history, brief description of your organization
• provide contact information for one or two people in the last paragraph
• end with "-30-" typed in the middle of the bottom
• keep it to one page
• follow up with phone calls if you can, just to make sure they got it, and to answer questions if they ask them, but don't keep them on the phone too long - they are busy

• Send the press release to newspaper reporters two months before your event and again two weeks before your event.
• Send press releases to newspaper community calendar sections two months before the event.
• Send press releases with attached PSA's to radio station's community calendar sections two months before the event.
• Send to TV a day before your event, or the Friday before your event if your event is over the weekend, when they assign stories to reporters and cameraman.

Many libraries have a media guide in the reference section, like Bacon's Guide to Media. This is where you will find contact information. You don't have to send just one press release to each outlet: you can contact assignment desks as well as religion reporters or lifestyle/culture reporters, if you find contact information for them. The guides might specify a specific way to contact them. Many reporters or outlets prefer fax, but that's not a hard and fast rule.

When trying to contact the media, be assertive, try to reach the main reporter or assignment desk personnel, but don't be overly pushy either. Professionalism! Also, develop relationships with members of the media whenever possible.

Pick someone who communicates well and listens well, is well informed about the basics of Paganism, and has a sense of professionalism. Develop answers ahead of time. The spokesperson is too important to just delegate off on anyone. The person writing the press releases should be able to write well, accurately, and succinctly.

If you don't know an answer, state so and promise to find out. Don't make something up. Also don't get tricked into saying something that can be twisted later. Again, it helps to prepare answers ahead of time.

Design your event to be an attraction for the media. This means offering as many activities as possible to see. The reporters don't come just to hear you talk about Paganism. Show it to them.

Have press kits or some type of supporting information (about Paganism) available for the media at your event.