STOP THE CASINO 101 COALITION

Resource Center

The resources contained on this page will help you and your organization through the process from beginning to end. Use the form below for specific questions, or use the information on Press Releases, Media Savvy, etc., that begins right under the form.

This page is a work in progress!

For personalized help, send us information on your needs. Be sure to include contact information and the location of the casino threatening your community. You will be contacted within 24 hours.
First name:
 * required
Last name:
 * required
Email address:
 * required
Name of Organization:
Name of Tribe and/or Casino:
Request information on:
What help do you need?
   

HOW TO DO A PRESS RELEASE

1. Find someone in your organization with a flair for writing. If you need to, go to web sites such as Governor Schwarzenegger's at www.ca.gov, and study the press releases you can find there. Then use the format below to create your Press Releases.

2. Find out the Press Release contact information for your regional media, and also for the AP service in your region by searching on the internet.

3. Create an email identity that displays the name of your group in the "From" line of the email. Send any emailed Press Releases from this identity. Put the words "Press Release" and the date first in the subject line, followed by the topic covered in the Release.

4. Go online and search for your local and regional newspapers and radio and TV stations. Go to the Associated Press web site for information on which AP office serves your area. Call the various media outlets, and ask for fax or email information for press releases. Email is best, because you can also send digital photos, video or sound bites.

5. If stories have already appeared in your local media, contact the reporter(s)and introduce yourself and your organization.

6. Create a fax group for those media outlets that cannot be emailed.

7. Send your Press Releases out on a Monday or Tuesday (best days for a release) if possible, and send them as early as possible, ideally no later than 9:00 a.m. Never send them out on a Friday - weekend coverage is not as effective as weekday coverage, because people are out and about on the weekend!

(Hint: in grassroots groups where money can be an issue, everyone who will be doing phone calls and/or faxes should find the cheapest long distance plan they can get in their area, and sign up for it. Faxing Press Releases, for example, can really increase your phone bill!)

COMPONENTS OF A PRESS RELEASE

Here are the seven components that every Press Release should contain:

1. FOR IMMEDIATE RELEASE
These words should appear in the upper left-hand margin with all letters capitalized.

2. Headline
This should be a sentence that gives the essence of what the press release is about. Articles, prepositions, conjunctions of three letter words or fewer should be lowercased.

3. Dateline
This should be the city your press release is issued from and the date you are mailing your release.

4. Lead Paragraph
A strong introductory paragraph should grasp the readers attention and should contain the information most relevant to your message such as the five W's (who, what, when, where, why). This paragraph should summarize the press release and include a hook to get your audience interested in reading more.

5. Body
The main body of your press release is where your message should fully develop. Many companies choose to use a strategy called the inverted pyramid, which is written with the most important information and quotes first.

6. Group Boilerplate
Your press release should end with a short paragraph that describes your group and a short history. If you are filing a joint press release include a boilerplate for all groups.Include you web address here if you have one.

7. Contact Information
Include Name of contact for Press and contact's phone numbers and/or Email. Make sure your contact is available throughout the day of the Press Release.

How to be Newsworthy                                                                       by Matthew K. Lewis, President, Campaign Leadership Company, LLC

I've often advised campaigns to avoid sending out press releases that aren't really news.  If you "cry wolf" too many times, reporters will start to ignore you. 

This begs the question, "what is newsworthy?"

Following are my thoughts on the criteria needed to make your story worthy of news coverage:

1.  Timeliness - News is, by definition, what's "new."  If you can sell your story as "breaking news" the media will be much more likely to cover it.

2.  Conflict - The media loves conflict and controversy.  For this reason, it is often in the best interest of a challenger campaign to generate earned media by attacking the incumbent.

3.  Local Angle - If you can find a way to make your story "local" you are more likely to get press coverage.  Here's an idea: Have your candidate take a picture with every volunteer, and then submit the picture to the volunteer's small town weekly newspaper.  You'll be surprised how many papers will run the story
because of the "local boy works on campaign" angle.

4.  Possible Future Impact - If you can make the argument that the story you are pitching is part of an emerging trend, you are more likely to get covered.  For example, if you were the first campaign in your area to have a blog, you meet the criteria.  How can your campaign be the first to do something?

5.  Name Drop - If you can tie a famous person (or a well-known organization) into your story, you are more likely to get coverage.  Obviously, this works when a famous politician comes to town to endorse your campaign.  But you can also find more creative ways to manufacture news coverage by name dropping.  For
example, if a local State Senator were to criticize one of President Bush's policies, you would be surprised how often that story would be published.

6.  The Number of People Involved - The more people affected, the greater the likelihood your story will be deemed newsworthy.  For example, if you were to say your healthcare plan would help 347,000 citizens that might be enough of a hook to get press coverage.  (Be careful with this one.  Make sure your projections
are accurate, and remember to always under-promise and over-achieve).

7.  Man Bites Dog - The old adage is true: If a dog bites a man nobody cares, but if a man bites a dog it's newsworthy.  The point is that the media loves the unexpected.  For this reason, the media may ignore a story about a Republican being endorsed by the NRA, but they would definitely cover it if a Republican were
endorsed by the AARP or the NAACP.

It's not easy to get coverage.  You've got to sell your story to reporters.  Just sending out a press release isn't enough.  You've also got to call reporters and "pitch them."  But before pitching a story to a reporter, make sure that it fits into at least one of these seven categories.  If it does, then you are already on your
way to getting your story covered!

BUILDING A PRESS KIT

Before holding a press conference, everyone should put together a press or media kit. But what is a media kit?

A media kit is nothing more than a packet of tools and info about your group. In short, the goal is to make it as easy as possible for a reporter to make your organization or cause look good. In a sense, you are doing their work for them.

Here are some thoughts about what to include in your media kit...

- Packaging: First impressions count, so your media kit better look good. I recommend using an attractive folder or envelope printed with your group's name and/or logo. Note: If screen printing is cost prohibitive, just affix a sticker of your group's logo to the packet.

- Bio: Include a one-page biography (including group leader's family, education, qualifications, etc.). Note: Make absolutely sure you are not exaggerating the bio.

- Press Release: Include a press release about the event. Make sure to specifically include the quotes that you want to see in print!

- Speech: Include a copy of your speech. This is very important.

- Contact Info: Make it easy for the media to get in touch with your organization. Include a contact sheet that lists the address of your headquarters -- as well as the phone number, cell phone number, fax number, and email address of your press person.


- Pictures: Everyone should invest in a few professional
photos. The most important picture is the headshot. This formal portrait is the one that will be used over and over -- so make sure it's good.

- Fact Sheet: Consider including a one-page fact sheet that
outlines your positions on the most important issues.

- CD: Include a cd with electronic versions of your group's logo and photophraphs. Remember, your job is to make it easy for the reporter to make you look good. Instead of counting on a reporter to scan-in pictures, give them an electronic copy of everything.

- Online: Consider putting your press kit on line. This will make it even easier for reporters to quickly obtain info.

Remember, your job is to make it easy for reporters to give your organization good press, so make sure every reporter who attends your press event gets a copy (it doesn't do you any good to have media kits if you don't distribute them).

By introducing your organization with a top-notch press kit, you increase the odds of creating a positive "buzz" about your issues.

newspaper.jpg

BE MEDIA SAVVY!
Read what an expert says on working with the media for best results:

Dan Forbush, president and founder of ProfNet, a PR Newswire service that puts journalists in touch with experts and sources for breaking stories says that there are two essential approaches to media placement: One is persuading reporters that your group has news worth reporting. This approach is deliberate and is driven by your Press Releases. The other approach involves creating a relationship with reporters to persuade them that your organization has individuals worth interviewing, an approach that is strictly opportunistic and "pitch driven".

Here's Mr. Forbush's tips for becoming a media expert:

1. PLAY REPORTER: View the issue as a reporter would - what do your readers/viewers want to see? What angles can you provide that will be fresh and provacative?

2. BECOME A MATCHMAKER: "Ask yourself who in your group could meet these needs? How can the information be presented so that it will be most persuasive?

3. IDENTIFY NEEDS for the masses vs. tailored pitches: "When you write a news release, you're packaging ideas for reporters in masses," Forbush says, "but when you write a pitch, you're tailoring an idea for a single reporter.", Mr. Forbush says. So do your homework on any reporter youplan to pitcj by reading his work or watching him on TV or listening to him on the radio. FIND HIS SPECIFIC ANGLE, then tailor your pitch to that angle.

4. ADOPT A LONG-TERM PERSPECTIVE: "In all of your relationships with reporters, adopt a long-term perspective," he cautions. "You should craft your pitch carefully in such a way that - even if the reporter doesn't take you up on your offer this time - you can be confident your next pitch will be read. This helps cultivate your standing as a reliable source."

5. PERFORM AN "EXPERT AUDIT": "You can be a reliable source only if you have a thorough knowledge of your organization and have identified everyone who can be helpful to reporters and how," Forbush says. Your organization should perform an 'expert audit.' Sit down with colleagues and identify who can talk effectively about what."

6. DEVELOP PLATFORMS FOR SPOKESPERSONS: "By profiling your spokesperson(s) on your websites and expert resources for reporters, you provide easy accessibility to these experts," Forbush says. "If you have an expert who can speak on a 'hot topic' that is currently in the news, consider sending out a media advisory alerting reporters to the availability of your spokesperson, and his or her position on the topic," he suggests.

From Entrepreneur.com

1. Define your target audience: who are you trying to reach? Who will be most responsive to your message?

2. Determine the best method to reach your target: flyers, direct mail, phone, fax, email, or any combination.

3. Is your message credible, easy to understand, relevant, unique, imaginative, urgent? Have you given the people the next step for them to take - calling an elected official or writing a letter to the Eidotr of the local paper?

4. The time to start is NOW!

How to Campaign at Parades & Fairs                                                            Matthew K. Lewis President, Campaign Leadership Company, LLC
(Written for candidates campainging for office, but applicable for organizations, too!)

It's that time of year.  Candidates of all stripes and sizes will start receiving invitations to attend lots of parades, festivals, and fairs. 

I've attended hundreds of these small town events -- and I know what works (and what doesn't). 

Following are my tips for success:

1.  Balloons.  While I usually discourage (organizations) from wasting money on too many kitschy items, balloons are the exception.  The most liberal mom or dad may hate your candidate -- but they won't be able to say "no" to a kid who wants a balloon.  (Of course, the ultimate goal is to have hundreds of balloons floating around the event with your (organization's) name on it.)

So how do you use balloons effectively?

- First, make sure your (organization's) name is printed in LARGE letters.  (Small writing is a waste.)

- Arrive at the event early (it takes more time to inflate balloons with helium than you think).

- Throughout the event, have one person continuously responsible for inflating balloons, while other volunteers distribute them.

- If the event is a parade, have volunteers distribute balloons up and down the parade route -- before the parade starts.  (Remember, observers begin lining up their lawn chairs along the parade route long before the parade actually starts.)

2.  Candy.  At a parade, they will usually allow you to throw candy to the crowd.  Kids love it, and adults do too.  And at a fair or a festival, it is a good idea to have candy at your (organization's) table (along with your bumper stickers, yard signs,
etc.).

3.  Lapel Stickers.  Forget those metal campaign pins that they used to give out in the old days.  Instead, invest in rolls and rolls of lapel stickers. 

- Again, make sure your candidate's name is in large letters. 

- If the event is a parade, arrive early and have volunteers go up and down the parade route, giving them out before the parade starts.

- Ideally, your volunteers will personally (and respectfully) place the sticker on a person's shirt.  This insures the person actually wears it.  (Stickers do you no good if they aren't worn).  Never tear off the sticker (with the back still attached).  If you must hand someone a sticker, pull the back off (so that it is sticky when you hand it to them).

- You should be wearing several stickers.  Psychologically, if you are wearing a few stickers, others won't object to wearing just one.

- Like balloons, kids love stickers.

GENERAL TIPS ...

- Be aggressive.  As Morton Blackwell says, "Nothing moves in politics unless it's pushed."  Whether you're handing out lapel stickers or palm cards, you've got to be willing to be outgoing and approach folks (without crossing the line).

- Get there early.  Advance work pays off.  Whether you are attending a parade or a fair, arrive early and set up the logistics.

- Staff and volunteers should be wearing (your organization's) t-shirts.  The 
(organization's) name should be printed large on BOTH sides of the shirt.

Note: You may not feel that parades and fairs are the most exciting part of campaigning, but remember: The best run campaigns make sure to outmaneuver their opponents in all facets.

So let's get out there and get to work!

Stop the Casino 101 Coalition, Rohnert Park, CA

FAIR USE NOTICE
  
This site contains copyrighted material the use of which has not always been specifically authorized by the copyright owner. We are making such material available in our efforts to advance understanding of environmental, political, human rights, economic, democracy, scientific, and social justice issues, etc. We believe this constitutes a 'fair use' of any such copyrighted material as provided for in section 107 of the US Copyright Law. In accordance with Title 17 U.S.C. Section 107, the material on this site is distributed without profit to those who have expressed a prior interest in receiving the included information for research and educational purposes. For more information go to: http://www.law.cornell.edu/uscode/17/107.shtml. If you wish to use copyrighted material from this site for purposes of your own that go beyond 'fair use', you must obtain permission from the copyright owner.