If a tree falls in the woods without anyone around does it make a sound? Whether or not you agree with this existential question, it does provide a great example of the importance of communication. Unless you let people know that your profession exists, they will not pay attention. Or even worse, they could make a misinformed or incorrect assessment of your viewpoints. It is vital that chapters equip and acquaint themselves with the “Guide to the Media” section of the GCSAA Legislative Action Center (LAC) to use the most important conduit of communication: the media. In the previous Chapter Connection articles, we've discussed establishing contacts with your lawmakers and the importance of following the progress of bills in the LAC. The “Guide to the Media” or Media Guide section in the LAC was designed to be used as a companion piece to these aforementioned sections. The Media Guide was created to establish a quick link between chapters, members and the media.
This dynamic section can further enhance your chapter's grassroots advocacy efforts. It streamlines the process of using the media as a resource to inform those outside of the industry of your position on issues. A simple point and click of your mouse will place you in contact with some of the most influential media sources in the world including newspaper journalists, radio talk show hosts and television commentators.
Media Guide contains a continually updated database that includes thousands of potential media sources, giving you the flexibility to contact them in your area and beyond. Its design also gives chapters the ability to communicate to media outlets immediately in response to fast moving issues.
How to use the Media Guide
Once you select “Guide to the Media” from the LAC home page, you are sent to a page that allows you to conduct a local media search; an individual search for specific editors, producers or reporters; or an organizational search for specific newspapers, TV stations, or radio stations. You can use the 5-digit ZIP code function to locate your local media. You enter a person's last name or a media organization name to perform the individual or organizational search.
You may use the 5-digit ZIP code function to look up national as well as local media by selecting the “Show national media outlet” box. Selecting or deselecting this box allows you to include or exclude national media outlets from a local search. Another search option on this page allows chapters to find specific media outlets by selecting your state from an interactive map or utilizing a state-specific dropdown menu.
The Media Guide affords you the benefit of communicating with up to five sources of media at once. Comprehensive information on each media source is provided in the Media Guide including a staff directory, contact information for the source (e-mail, address, phone and fax), and a listing of specific departments you can reach at the media source. You have instant access to each publications staffer's e-mail address at the media source you select to contact.
Once you've selected which media source you want to contact as well as the staffer you want to communicate with, the last step you need to do is to construct an actual message. By selecting the “Compose Message” box, you are provided with a template for entering your contact information and message. Your message can either be sent as an email or printed on letterhead and mailed.
Media Guide allows chapters to quickly and effortlessly take the initiative to contact the media on issues important to members or respond to issues in the press. It is a tool to help you explain your side of an issue to those outside of the industry. Effective communication is an integral part of any advocacy program. Taking advantage of the Media Guide section of the LAC will increase your chapter's ability to communicate your position within and beyond the industry.
For more information on the use of this innovative tool and how it may benefit your chapter, proceed to the Legislative Action Center now.
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