Media as a Policy Tool: Getting the Right Headlines for Your Cause
When it comes to policy influence, the media can be your greatest ally—or your biggest frustration. A well-placed news story, op-ed, or interview can bring your issue to the forefront, shaping public debate and pressuring policymakers to act. But getting the right coverage isn’t just about luck—it’s about strategy.
So, how do you leverage the media to strengthen your advocacy? Let’s break it down.
If you want excellent media training, there is no-one better than Sara McCracken from The PR Club!
1️⃣ Understand What Makes News
Not everything gets covered. Journalists look for stories that are:
📌 Timely – Why does this matter right now?
📌 Relevant – How does this affect the public or policymakers?
📌 Emotive – Does it spark anger, hope, or urgency?
📌 Clear and Simple – Can it be explained in one sentence?
Before pitching, ask yourself: Would I read this if I saw it in the news? If not, refine your angle.
2️⃣ Craft Messages Policymakers Can’t Ignore
The best media coverage doesn’t just raise awareness—it drives action. To make sure your message lands:
✔ Use real stories, not just statistics – Policymakers respond to human impact, not just data.
✔ Frame your issue around solutions – Don’t just highlight problems—offer a clear ask.
✔ Keep it short and compelling – If your key message takes more than 15 seconds to explain, it’s too long.
💡 Example: Instead of saying:
"Thousands of people are affected by this issue."
Say:
"If action isn’t taken, 10,000 families will lose support by next year."
3️⃣ Master Op-Eds and Interviews
📢 Op-Eds – A great way to control your message and show why your issue matters now.
🎙 Interviews – Prepare for tough questions, stay on message, and repeat key points.
📰 Press Releases – Keep them short, clear, and focused on why this story is important.
💡 Pro tip: Journalists work fast—make their job easier by providing a strong angle, key facts, and a clear quote upfront.
4️⃣ Avoid These Common Media Mistakes
🚫 Being too vague – If your message is unclear, it won’t stick.
🚫 Jargon overload – If a 12-year-old wouldn’t understand it, simplify it.
🚫 Missing the moment – The best time to pitch is before an issue hits the headlines, not after.
🚫 Ignoring relationships – Journalists aren’t just megaphones—build trust, and they’ll come back to you.
Final Thought
The media is a powerful tool—but only if you know how to use it. Get your timing right, frame your message well, and avoid common pitfalls to ensure your cause doesn’t just make the news but shapes the debate.
📢 Have you had media success—or a media nightmare? Hit reply or drop a comment—I’d love to hear your experiences!
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How to Get Policymakers to Listen: Crafting Messages That Make an Impact
Cut through the noise and get your policy message heard. Policymakers are overwhelmed with information—most messages are ignored. This course teaches you how to craft clear, compelling, and actionable policy messages that grab attention and drive real change.
In this short, practical course, you’ll learn:
✅ Why most policy messages fail—and how to fix them
✅ The 3-step formula for a message that gets results
✅ How to frame your ask to align with policymakers’ priorities
✅ How to structure the perfect one-page policy brief
✅ The best ways to deliver your message for maximum impact
💡 By the end of this course, you’ll have a ready-to-use policy message and a strategy to make sure it gets in front of the right people.
🚀 Stop being ignored—start influencing decisions today!
Sign up here:
https://policy360.teachable.com/p/how-to-get-policymakers-to-listen-crafting-messages-that-make-an-impact
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Thank you so much.
Until next time.
Ellen