Making Headlines, Making Change: Media Work for Social Justice Activists

Tired of grossly inaccurate coverage, or no coverage at all, of your social justice organization in the mainstream media? Then this course is for you.

This interactive educational experience will guide you through the steps of creating an engaging media strategy that maximizes the chance of accurate press coverage for your organization or action. Our first class session will focus on the question- "What is the media and how does it work?," revealing the hidden workings of the corporate media machine. From there, we will look at case studies of coverage of social justice activism, discuss the role of media work to support your organization's mission, and identify your own goals for media coverage. We will then discuss how to tell your organization's story in a compelling way and construct a detailed media strategy to help you get coverage. The final sessions of the class will be dedicated to the nuts and bolts of executing an effective media strategy: developing a press list, writing press releases, pitching your story, staging a media event, and maintaining relationships with reporters. You will leave this course with a thorough theoretical and practical understanding of how to get the press coverage your organization needs to fulfill its mission.

Course Schedule

Day 1
What is the media? How does it work? aka "Why won't reporters cover our action?"
Why do we want press coverage? What are our goals?
How to Tell Your Story so that the Media Listens

Day 2
Nuts and Bolts: Developing a Press List
Nuts and Bolts: Writing Press Releases

Day 3
Nuts and Bolts: The Pitch
Nuts and Bolts: The Media Event
After-Action Follow-up
Reflection on Course