Using the Media

Getting Media Coverage

Conversions often receive a lot of attention from the media—attention that is important to inform the community. However, if the content of the press coverage does not include all of the questions relevant to the community, it will be your job to ensure that those issues are covered. If you have concerns about the conversion, it is likely that your “opposition,” the hospital or health plan and buyer, will have vast resources. It will be your job to inform and mobilize the public as effectively as you can with less financial resources. Media coverage can be a very effective tool to achieve that goal.

Click here for a helpful list of Media Advocacy Tips (PDF).

Hold a Public Event

One way to get press coverage is to invite the press to an event that draws the community to discuss the conversion.

Issue a Press Release

Issuing a press release is one of the best ways to obtain media coverage and increase public awareness. A press release provides you the opportunity to get your message out, and it sends a powerful message that there is significant support for the issue you are working on. It also gives the media easy access to your questions and concerns about the conversion. Sample Press Releases (PDF).

Write an Op-Ed or Letter to the Editor

Another way to get coverage for your issue is to submit an op-ed article or letter to the editor to a local newspaper. A quick scan of the newspaper’s editorial page will give you basic information about the procedure for submitting an op-ed. But you should contact the newspaper to determine to whom you should address your letter, any length limitation, how you should submit your letter (by fax, email or hard copy), and any personal information you need to provide such as your name, address, or phone number. Typically, you cannot submit an anonymous letter to the editor; most likely, your name and town will be included. It is also helpful to be as brief as possible and distill your message. You should articulate your argument and the reasons for your position as succinctly as possible. That said, sometimes newspapers will waive space limitations when there is a controversial issue that is generating a lot of attention. Sample Letters to the Editor (PDF).

Create a Website

A website is an effective way to disseminate information about your issue to the public and to the media. It should include information about your organization, its purpose, how people can get involved, and background material. It is very helpful to have one person in charge of the website—a webmaster—who can manage all of the information and update the site often, daily if necessary.

Run Your Own Newspaper Advertisements

You can buy space in your local newspaper and run your own advertisements. Bear in mind that newspapers generally need a great deal of notice to publish an ad and may have strict content requirements. You will need to contact the newspaper and find out its rates, approval process, and the amount of notice that is needed to run an ad. You will also need to create the “copy” or the content of the ad, but many newspapers will assist with the typesetting and formatting. Sample Ads (PDF).