To me, one of the more helpful workshops at the Animal Rights Conference in July was on working with the media. For more about the conference: arconference.org.

“Engaging Media” by: Karen Dawn – author, “Thanking the Monkey” , Dean Kuipers – author, “Operation Bite Back”, Bob Linden – Go Vegan Radio, Scott Smith – freelance journalist

First speaker: Dean Kuipers, Operation Bite Back

As a reporter and LA Times editor, Kuipers started to notice the effectiveness of media campaigns when reporting on an Earth First! event. He started to notice how dramatic actions could grab media attention, and soon militant groups became his beat.

He covered an Animal Liberation Front action – the group burned a lab, rescuing the animals, and the lab never recovered. It finally closed its doors. The action was a success. The Sea Shepherd has actually gained its own show and is great media. How do we measure the effectiveness of these actions for animals? The question is still unanswered.

To engage the media, Kuipers recommends, create an action that demonstrates the conflict. Create a picture and the media will come.

Second speaker: Scott Smith, freelance journalist

Smith described himself also as an activist, and recommended:

• Get Guerrilla Publicity – a classic book on successful marketing with few dollars

• Write press releases and use PR wire or Business Wire to get them out. PR Wire is free (usually). Business Wire costs a few hundred but is effective.

• Use expertclick.com – broadcast interview site – find an expert or sign up as an expert

• When looking for newspaper and magazine coverage, contact freelance journalists who have a reputation for reporting on similar issues. You are more likely to get attention.

• Find the news hook in your story.

• Be patient.

• Pretend to be normal. You will get more respect and attention if you come across as a normal human rather than a crazed wacko.

• Get an op ed piece written or do it yourself if your title is right. If you have the credentials take it on yourself.

• Don’t overlook letters to the editor. They are widely read. They need to be short, factual, memorable, ASAP.

• Pick your battles. Develop a reputation.

• Get a celebrity or authority to write.

Third speaker: Bob Linden, Go Vegan Radio

Go Vegan radio program has been 8.5 years on the air. It is the first commercial vegan program, and is on Air America and some individual stations. Linden has to pay for time and wants to expand, which will take even more dollars. Each week he wonders if the program will stay afloat and each week it does. It’s an effective voice for animal rights and veganism.

Fourth speaker: Karen Dawn, Thanking The Monkey

Dawn reiterated the need to have a hook. She said to use your own prior experience to connect to others: were you always vegan? Always an animal rights activist? Remember how it was for you when you weren’t.

She founded DawnWatch to force changes in media coverage of animal rights activities. The operation encourages activists to keep a close eye on the media coverage and learn how to connect and change what is being told. She illustrated her point with a story about circuses – described how her calls to the media changed how the story was told. She recommended going to circuses.com for good information to use when contacting the media about these events.

Always be nice to media representatives. Wrap criticism in compliments.

Don’t forget the smaller media outlets: campus media, local web media, tiny talk shows. They can give you coverage and grab attention.

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Sections: Vegan Activism, Vegan Et Cetera
Topics: ar 2009, AR conference, media, veg, Vegan