Medical Marijuana: Americans For Safe Access Media Manual

Americans For Safe Access
AN ORGANIZATION OF MEDICAL PROFESSIONALS, SCIENTISTS, AND PATIENTS HELPING PATIENTS
MEDIA MANUAL
Headquarters
1322 Webster Street, Suite 402, Oakland, California, 94612 PHONE: 510.251.1856 FAX: 510.251.2036
National Office
1730 M Street NW, Suite 611, Washington DC 20036 PHONE: 202.857.4272 FAX: 202.857.4273
WEB: www.AmericansForSafeAccess.org TOLL FREE: 1.888.929.4367

Americans For Safe Access
AN ORGANIZATION OF Medical Professionals, Scientists and PATIENTS HELPING PATIENTS
MEDIA MANUAL
Note from ASA
KNOW YOUR MESSAGE
Identify the Target Audience ..............................................................4
Get Your Message Heard ....................................................................5
Key Messages ........................................................................................6
DEFINE YOUR MEDIA AUDIENCES

Broadcast Media....................................................................................6
Print Media ...........................................................................................7
On-Line Media.......................................................................................7
GETTING YOUR MESSAGE OUT

Making Press Lists..................................................................................8
Channels of communication ...............................................................8
Creating a Media Event ....................................................................11
GETTING YOUR MESSAGE COVERED

Make it relevant: Understanding News Hooks ..............................12
Making a Newsworthy Event and Photo ........................................12
Letter to the Editor.............................................................................13
INTERVIEWS
Preparing for Interviews ..................................................................15
Interview tips ......................................................................................16
After the interview .............................................................................17
ADDITIONAL RESOURCES
Press Event Check List ........................................................................18
Sample Press Release .........................................................................20
Sample Letter to the Editor ..............................................................21
2
Note from ASA
Local and national media coverage is influencing the public. Sometimes,

an important part of informing our however, it can be an obstacle in the
communities, opinion leaders, and struggle to defend medical cannabis
potential allies about cannabis thera- and protect patients.
peutics and the challenges that
patients, providers, researchers and You can use the tools in this manual to
doctors face. find appropriate media, craft your
message to be more effective, and
Patients and advocates must often avoid common pitfalls that prevent
take the news to print, broadcast, and you from communicating the messages
online media outlets to be sure our that will support our goals.
voices are heard. As an advocate, you
have an important role in shaping Read this manual carefully and share it
how news about medical cannabis is with our allies in the fight to promote
reported—and how it is received by safe and legal access to cannabis for
the public-at-large. therapeutic use and research. You will
find additional tools on our compre-
The purpose of this manual is to help hensive website or by calling our
you better communicate with media headquarters in Oakland, CA.
about medical cannabis. Media atten-
tion can be a double-edged sword. It Get educated… and start communicat-
can be our best tool for educating and ing the importance of safe access!
For more information, see www.AmericansForSafeAccess.org or contact the ASA office at 1-888-929-4367 or 510-251-1856.
3
KNOW YOUR MESSAGE
IDENTIFY THE TARGET AUDIENCE FOCUS ON KEY STAKEHOLDERS
Before reaching out to the media, the first Advocates should target the following (even
question you should ask yourself is 'WHO are more narrowly defined than the audiences list-
we trying to reach?' It is important to identify ed above) key stakeholder audiences who have
our target audiences so we can strategize the power to create meaningful and significant
about how to reach them. Although our pri- change:
mary goals and key objectives include "the gen- • Law Enforcement Community whose
eral public," our public awareness efforts members can exercise influence over
should be focused toward more specific target federal, state, and local-level decision
audiences. making and have the power to make
IGNORE THE OPPOSITION AND CONVINCE recommendations and formulate drug
THE MAJORITY enforcement strategies.
• Opinion Leaders such as leading media
In social change movements, advocacy organi-
pundits, politicians, and community leaders
zations should not expend any effort on trying
who frame issues impacting public health
to convert the opposition. Instead, it's most
and policy and consequently influence the
important to focus on clear supporters and
public's perception of those issues. They
those who fall somewhere in the middle on our
may be educated on the legal and
issues and are open to being influenced.
legislative attacks on medical cannabis but
(Fortunately for our mission, those two groups
are not aware about the particularly urgent
equal the overwhelming majority of the US
threat to patients.
population.) Specifically, we should target:
• Acute Care Medical Communities
• Self-Identified Medical Cannabis (Cancer, AIDS, Multiple Sclerosis, Crohn's
Supporters who are not aware of the Disease, etc.) since they may potentially
urgent threats faced by patients and their need these services, and, as health care
providers in states that allow access, the consumers, can make demands on the
situation of patients now being forced into medical community to provide those
black markets to secure their medicine services as an integral part of medicine.
across the US, and the pain that many • Medical Professionals and Scientific
endure because of fear of arrest. Communities who may think that
• Other Political Activists/Potential Allies "Medical Marijuana" is a political/social
who do not yet see how the safe and legal issue rather than an issue of public health
access to cannabis therapeutics is policy.
intertwined with issues they are already
actively working on such as HIV/AIDS
advocacy, consumer health care issues, anti-
Religion vs. Science advocacy etc.
• "Mushy Middle" who may not identify
themselves as activists but can be swayed
and influenced to act on this issue if it is
framed as something that is or could be
affecting their lives or the lives of their
loved ones rather than as social/political
controversy.
4
Get your message heard: "Say what you mean to say"
FRAMING OUR ISSUES such as compassion, liberty, democracy,
medical professionalism;
One of the most popular buzzwords in media
relations and public advocacy is "framing." • highlight our primary goals-Safe and legal
The words, phrases, and themes used to access to cannabis therapeutics NOW;
describe advocacy issues are extremely impor- • focus reporters and policymakers on the
tant. Taken together—the words, phrases, most relevant issues-we're talking about
and themes chosen—create a "framework" patients, not criminals; and
for how those issues are discussed publicly. In • maintain control and direct interviews
our world of 30-second sound bites and 10- with reporters and meetings with
minute meetings, those who frame issues well policymakers-don't let distracting
often win public discussions. By taking control questions pull you away from your
of how our issues are framed for the media message.
and policymakers, we are able to:
MESSAGE DISCIPLINE: One Message,
• define our issues on our terms-use terms Many Messengers
like medicine, medicate, dispensaries,
If we practice "message discipline"—consis-
provider and patients, NOT drugs, get
tently and persistently delivering these same
high, clubs, grower and users;
key messages—we will have the greatest
• identify how our efforts are part of social impact. As mentioned earlier, key messages
issues that impact a greater number of are more likely to reach target audiences if
people than our members-medical they echo again and again through all of our
cannabis represents the struggle of all public advocacy work, especially media out-
patients who cannot access their medicine reach. The best way to ensure that we stay
that their doctors agree is the best "on message" is for every spokesperson—
treatment; whether in CA or MO—to consistently use
• identify who are the most important strategic messaging.
players including those who can make
changes; and Although factual information is important,
• put the opposition on the defense-ask the reporters and policymakers are also interested
DEA and other opponents to prove that in having social problems expressed in human
the harms of cannabis therapeutics are terms. Personal stories are essential elements
worse than the pain these patients face in producing compelling news stories and suc-
every day and the harassment they face cessfully lobbying policymakers. These mes-
from the Federal Government. sages are only intended as guidelines for
speaking about cannabis therapeutics. They
HOW TO FRAME: Using our Key Messages are only compelling when injected with the
more personal stories of why and how ASA
The best strategy for framing issues is to stand
advocates are committed to this issue.
back, look at our primary goals, and develop
the best messages for communicating those
goals. By condensing our complex issues down
to a few key messages, we will be able to:
• communicate the "frame" around our
issues-think of the "big picture" values,
5
Key Media/Public Messages
Key Media/Public Messages are what you to cannabis for therapeutic use and research.
need the public to know about your issue.
Goals
Remember you do need to fully disclose polit-
ical strategy in these messages but rather 1. End federal raids and prosecutions of
articulate problems on your terms. Key medical marijuana patients and their
Media/Public messages should be used to craft providers.
sound bites, slogans, and any press state- 2. Remove federal barriers for medical and
ments. scientific cannabis research.
Key Media/Public Messages should: 3. Create comprehensive access plan for
seriously ill patients though out the
• Appeal to target audiences but frame United States.
issues on your terms
Target Audiences
• Communicate problem, and the cause
• Communicate the solution and who has 1. Law Enforcement Community
the power to make the solution 2. Opinion Leaders
• Communicate actions that reinforce your 3. Acute Care Medical Communities (Cancer,
goals AIDS, Multiple Sclerosis, Crohn's Disease,
etc.)
ASA Key Media/Public Messages 4. Medical Professionals and Scientific
Mission: The mission of Americans for Safe Communities
Access (ASA) is to ensure safe and legal access
DEFINE YOUR MEDIA AUDIENCES

We can most effectively focus our media out- Secondly, we need to focus our efforts on
reach by identifying those media outlets being featured in those media outlets that
which most widely reach the general public. already reach out to those readers, viewers,
In other words, we need to pose the question, and listeners we've defined as being part of
"Where do most people get their news?" our targeted audiences.
Broadcast Media
Television is America's primary source of Radio is cited as a news source by 14% per-
news and information. Public opinion polls cent of Americans, according to the same poll.
show that more than 69% of Americans iden- There are approximately 533 million radios in
tify television as their main source of news the U.S.; 74% are in homes and 26% are out-
and 53% consider television to be the most side the home, predominantly in cars. The
believable and credible news source. More radio industry is diversified and targets audi-
than 92 million US households or 98% of all ences specifically according to music tastes
homes own television sets (more homes than and creates programming accordingly. A
have indoor plumbing or even telephones). majority of local radio stations have regular
Between the ages of 2 and 65, the average news segments as well as talk radio program-
person will watch nine full years of television. ming throughout the day. Radio stations can
be useful media outlets as they respond
quickly to emerging issues or trends.
6
Print Media
Newspapers are increasingly becoming "the coverage of local events is usually the focus of
media of elites." According to the same poll, local newspapers.
37% of Americans cite this as another source
Magazines target very specific readerships.
of their news. Approximately fifteen hundred
Only a few are geared for a general audience;
daily newspapers are published in the U.S.,
with a total circulation of 56.9 million readers. more typically, magazines target a specific
Although increased competition, particularly group of people or focuses on a single inter-
from television, has eroded some of newspa- est or hobby. The same poll revealed that only
pers' influence, they remain a powerful force 5% of Americans rely on magazines as a
in the mass media. Newspapers are important source for the latest news and information.
targets for reaching public opinion leaders However, magazines and newsletters that tar-
who are seeking in-depth coverage of issues get members of the medical community,
and trends. They are also the most local of patients or family members of patients, poli-
media outlets. Although more than half of cymakers, law enforcement communities and
newspapers are owned by large corporations social justice activists can be extremely effec-
headquartered outside their circulation area, tive targets.
On-line Media
Web-publications more and more influence transmissions, phone systems, and personal
the way news is delivered. For example, news- computing into one system. We will need to
paper articles and television and radio broad- re-evaluate its approach to targeting both on-
casts are often subsequently or simultaneously line and off-line media outlet as these
posted on that media outlet's Web site. In changes occur.
addition, there are many entirely Web based
publications which are interested in covering Blogs, derived from "web log", are user-gen-
issues considered too controversial by more erated website where entries are made in
mainstream media. Clearly, this kind of "echo- journal style. Blogs often provide commentary
ing" trend in the media and independent or news on a particular subject, such as food,
media offers even more opportunities to edu- politics, or local news; some function as more
cate the public and policymakers about our personal online diaries. As of late, blogs have
issues. Media outlets will continue to change been responsible for shaping what news gets
in the coming years. Dramatic changes will covered by other media outlets and offer a
occur in journalism as technologies merge TV choir of commentary.
7
GETTING YOUR MESSAGE OUT
MAKING A PRESS LIST bers of the news editor, medical or health
reporter, legal reporters, and feature editor
What is a press list?
(you may just want to ask the assignment
A media list is a list of the phone numbers, desk who covers medical cannabis.) Call each
fax numbers and e-mail addresses of your of these individuals directly and ask if they
local media outlets, reporters, editors and would be interested in receiving news about
producers. Your press list can be as general or medical cannabis issues and get their com-
as specific as you want to make it. plete contact information.
How to make a press list Read your local newspapers and watch your
local news stations to see if there is a reporter
1. The Basics who might be interested in medical cannabis
Find general contact information for all of stories or a specific health show that may
your local press outlets including: daily news- want to do a segment about medical
papers, weekly community newspapers, mag- cannabis. These and others would be among
azines, television stations, and radio stations. your target media.
Then call each of the news organizations on Keep a list of people who write stories about
your list to ask for the number, fax number, medical cannabis, they are more likely than
and e-mail address of the news desk or others to write another story.
assignment desk. (You may want to ask if they 3. Keep it current
prefer e-mail or faxes). This will be the core
Make sure to update incorrect information on
of your press list.
your list.
2. Customizing your list
Continue to add new reporters who write
Call each of the news organizations on your about medical cannabis and relevant issues to
list ask for the names and direct phone num- your list.
Channels of Communication
Now that you know who you are contacting The Slug. The headline on the release is
with your press list, it is time to learn how called the slug. The slug should very briefly
reporters like to be contacted. summarize the topic of the release and utilize
action verbs to sound as interesting and as
PRESS RELEASE BASICS
newsworthy as possible.
Getting Started. Using 8½ x 14 or 8½ x 11
paper, put the organization's name, address, The Inverted Triangle. The inverted triangle
and phone number on the top left, and the means that the first paragraph should contain
words "Press Release," or "Media Release" on the most important information; the next
the top right. Then type "For Release: paragraph should contain less important
Immediate" or "For Release: Date." on the information, and so on, until the last part of
left. On the right, across from the "For the release is the least important. It should
Release" information, type "Contact:" and be possible to cut off the bottom half of the
then the names of the people who will be release and still provide journalists with suffi-
cient information.
available to answer questions from the media.
Their phone numbers should be included The Lead. The lead is the first sentence or
under their names. paragraph of a press release. It should contain
8
what is known as the five w's: who, what, What makes a press release effective:
where, when and why. Emphasize what's new about your action.
Reporters have already seen medical cannabis
Style. Keep the release succinct—you should
patients protesting DEA Raids; think about
rarely go over one page. Always type a
how your action or event is different.
release and use wide margins. Double space
the release, or at least leave spaces between When to send press releases: The most crit-
paragraphs. Keep paragraphs and sentences ical press release is the one that goes out
short. Use exact dates whenever possible. about two days before the event. But it's a
good idea to put one out about ten days
Objectivity. Press releases are designed to
prior to the event so that when the journalists
transmit facts. Opinions should not be includ-
get the second one they should be ready to
ed unless they are clearly identified as such.
respond to it.
One way to convey opinion is by including a
quote from someone in your group. Make It's also important to send out a third one the
certain that the quote is clearly attributed. moment the action begins, and its overkill to
send out a fourth press release saying how it
Closing Symbols. At the end of a release,
all went. If the action lasts longer than one
you must indicate to journalists that the
day, send out a new press release every day,
release is over. Type "-30-" or "###" at the
as long as you have something new to say.
bottom center of the last page and MORE at
the bottom of any page that is not your last PITCHING REPORTERS
page.
The following tips are for orally pitching sto-
E-Mail Press Releases ries to reporters. Although the following tips
are for soliciting immediate coverage, much of
• Use plain ASCII text. Never send press this advice applies to building on-going rela-
releases as attachments to email. Never tions with reporters over the phone. Whether
email a press release with a blank subject you are calling for an event, or calling to fol-
line. low up on materials you sent to a reporter,
• Use hyper-links where appropriate. If you will want to consider the following:
there is additional information available
To the point. If you don't know the reporter,
on your website, include a hyper-link. you will have less than 30 seconds to get
• Send a test message before distributing his/her attention. Get to the point quickly.
your press release. Always send a copy of Answer the question: "Why should this
the press release to yourself or to a reporter be interested?" and tailor your pitch
colleague before distributing it. Check the accordingly. For example, look into regional
formatting and test URLs. angles, the public health or the science angles
• Avoid disclosing the recipients' email of a story as opposed to a straight "patient
addresses. Always type the recipients' vs." pitch.
addresses in the "Bcc" field of your email Practice. Before calling the media, write out
message header, rather than in the "To" and practice your pitch on someone who is
or "Cc" field. not a member of your organization to see if
• Post your organization's media contact they understand what you are saying and
information on the home page of your think it is interesting.
website. Be sure to keep the contact Respect Deadlines. Media calls are best
information up-to-date, and include made in the morning or early afternoon
information on how reporters can be when most reporters are not on deadline.
added to your mailing list. Always ask if the reporter is on deadline
9
before you begin. If they are, ask when a bet- with more information after a certain time
ter time would be to call. Exceptions to the period, etc.
rule are radio and TV talk shows. Call when
Try and Retry. Share what is working about
the show is not on the air.
your media "pitch"—and what isn't work-
Be Direct. Tell the reporter why you are calling—with your colleagues. It may take a cou-
ing—"I saw your story on... and thought you ple of calls to get your pitch down, and when
might be interested in something my organi- you find what works, share it.
zation is doing about this problem."
Know Your Stuff. Be prepared to have con-
Be Ready. Have your talking points and the versations with reporters who know a lot
appropriate information in front of you, about the issue. If you finish your 30 second
including statistics and spokesperson informa- pitch and cannot answer reporters' inquiries,
tion so you don't sound disorganized. Be spe- you won't be able to sell your story.
cific. Reporters want to be sure you know what
you are talking about. Remember that your
Relate. Tie the story to something timely or
pitch should be simple, interesting, short and
newsworthy.
clear. But, your knowledge should go to a
Truth. If you don't know the answer to a deeper level.
question the reporter raises, tell them that
Track it. Keep a log with good notes about
you do not know but that you will try and
your press outreach. Record reporters' inter-
find out for them and call back. Don't make
ests, key questions; note what the next steps
up answers or speak off the cuff. Anything
are. Does the reporter want more informa-
you say is on the record so choose your words
tion? Do you need to make a follow-up call in
carefully. Say something like, "I'm not sure
a few days? Record any follow-up activities on
about that. Is it alright if I find out and call
the log.
you back?"
Abort? Retry? Fail? If a reporter says no,
Be Flexible. If a reporter is on deadline and
respect it. Do not keep harping or bothering
is brusque, don't let that shake you. It is
him/her about the same story or angle. No
essential in this situation that you respond
doesn't mean "don't ever call me again." It
courteously to their situation by offering to
just means don't call again with the same
call back, ask when would be the best time to
pitch/story. Don't be afraid to call another
call back, find out if you can fax the informa-
time with a new story, a very interesting new
tion, etc. Others may be brusque even when
angle, breaking news, etc.
not on deadline. Don't take it personally.
FIELDING INCOMING CALLS
Your Info. Offer to provide additional infor-
mation and background materials. These When receiving press calls, make sure anyone
should expand the portrait of your organiza- who may answer the phone is prepared to
tion and its activities, as well as the positive take careful messages. Get the name, number
role played by the entire sector. and organization calling, as well as their
deadline. If you do not have the information
Their Info. If the reporter asks you to fax
right in front of you, do not hesitate to ask
something, confirm their fax number. Many
the reporter if you can call right back with
organizations change their fax numbers fre-
some answers, someone to talk to, etc.
quently. Follow up with a fax immediately.
Always remember: an imminent deadline
Follow Up. When not working on a same- should receive an immediate call back from
day press briefing, make a commitment for the appropriate spokesperson.
the next step: set up an interview, send/fax
Also, when receiving calls, you may have the
follow-up materials, call the reporter back
10
opportunity to try a new angle, or tell the reporters outlining your pitch. You can do this
longer story to further interest a reporter, or more than once, but try not to leave more
to get them to cover your side of the story than two messages. Try to keep your pitch
more in-depth. Other reporters may call you very short, ask them to call, offer to fax info,
looking for information to write a story when and say that you will call back. If you wait
they are unable to attend. until you get every single reporter on the
phone before giving your pitch, you may face
LEAVING MESSAGES
an empty press event
Reporters are hardly ever at their desks— (Adapted from Green Media Tool Shed http://www.greenmediatool-
although your chances are best in the morn- shed.org/ )
ing. Don't hesitate to leave brief messages for
Media Events
Several factors should help you determine be used for breaking news when reporters
what media event is most appropriate. Press are outside the local area.
breakfasts or luncheons are more appropriate
Interview: A phone interview or in-person
for non-breaking news, whereas a press con-
interview may be an alternative to conference
ference may be more suitable for breaking
calls if you wish to work with an individual
and urgent news. You should also consider
reporter who is locally accessible.
your financial and human resource constraints
when deciding the details of a press event. BE PREPARED
Timing is another important factor to consid-
Whichever press event you select, you should
er. It is important to work with reporter
be prepared with in-depth knowledge on the
deadlines when deciding the details of a press
event and the issues.
event.
Press Packets are useful for providing back-
IDENTIFY YOUR EXPECTATIONS
ground information, such as the history of
It is important to ask yourself what you your organization, staff biographies, and any
expect to get out of the media event. Set other background information that a reporter
goals. How many reporters do you want at may need for a story.
your event? How many stories would you like
Planning press events will help you deter-
to have written? Clear goals will help you
mine which event to choose, who your
appropriately design your media event.
spokesperson should be, timing, and what
CHOOSE THE RIGHT TYPE OF EVENT information you need to firmly backup your
position and story.
Press Conferences should only be used for
breaking news. Breaking news may include (Adapted from Green Media Tool Shed http://www.greenmediatool-
the release of a report, an event, a reaction to shed.org/ )
another story or event, or other issues of
immediate interest to the public.
Press Briefings are designed to provide
greater background information and ques-
tion-answer sessions for reporters.
Tele-Conference is a much less resource-
intensive press event. Tele-Conferences can
11
GETTING YOUR MESSAGE COVERED
MAKE IT RELEVANT: Understanding News k. Respond and React to news others have
Hooks made.
To really grab a reporter's attention, your l. Celebrity. If you have a nationally known
story must be newsworthy. This list of news celebrity on your side, make sure they are
hooks can spice up your story and help you included in the story.
score press. Which of these hooks apply to m. Strange Bedfellows. Have unlikely allies
your story? come together in solidarity over your
issue? Highlight it in your story.
a. Controversy sells stories. Frame the
controversy to put the opposition on the
defense. Making a Newsworthy Event and Photo
b. Dramatic Human Interest. Include the First and foremost, always find ways to visual-
stories of real people, their triumphs, ize your news. Like it or not: If there's no pic-
tragedies, adventures and anecdotes. ture, there's no image. If there's no image,
c. Trends. Stories that suggest new opinions, than there's no television or newspaper pho-
behavior patterns and attitudes. Three is a tographers. If there's no television, then you
trend; find at least 3 examples to assert lose thousands if not millions of audience
that a new trend is emerging. members seeing your message. Television in
d. Timeline/calendar. Captures something particular needs pictures. So instead of just
coming up on the calendar. "Back to presenting talking heads in suits, behind podi-
school" can be a hook for toxic pollution ums, beneath bad fluorescent lights, in boring
in your children's schools. Mother's Day office suites, create photo ops for your news.
can be a hook for a new breast cancer
Stage the photo op with the message in
community hot line.
mind. Visualize how everything will come
e. New Announcement. "Unprecedented" or together and look in tonight's TV news or
"groundbreaking" or "first-ever". tomorrow's paper. How will the viewer get
Reporters are only interested in new the one key message that drives home your
news, not old news. Make your news point? Find the one visual metaphor that
fresh. communicates the message. Think about your
f. Localize National Story (and vice versa). news hooks! All of the elements that make
Take a nationally breaking story and your story newsworthy should be considered
emphasize its local impact, i.e., how a as you design your photo op.
welfare reform bill is affecting people
living in your community. Build your event carefully so photographers
g. Anniversaries/Milestones. One year later, don't have an opportunity to capture an
one decade later. image you'd rather not see on the front page
of tomorrow's paper.
h. Fresh angle on old story. Take an old story
and put a fresh twist on it. Think about the pictures that help tell your
i. Profiles and Personnel may feature story, and then build that picture, thinking
individuals, community leaders, or through all the details, including:
galvanizing spokespersons who may Background: Your location should be appro-
become news themselves because of their priate, convenient, should help tell your story.
fascinating stories. Be mindful of camera angles, the direction of
j. Special Event. A huge conference, rally or the sun and the effect on lighting at outdoor
gathering. Frame event to capture the events. Do not make camera people shoot
issue and importance. directly in to the sun. Also, does the backdrop
12
"read" in your picture? In other words, can lawyer who can present the "raw facts" of
you make sense of it? One hapless group in your issue
Washington, DC staged their photo op right
at the base of the Washington Monument -- Props: What are the visual elements and gim-
not in front of the monument, at the base of micks that flesh out your story? It might be a
the structure. All you could see was some costume, a toy, a cardboard cut out of some
marble thing behind them. The inspiring symbol or your issue. The perfect prop is often
structure they had desired was out of the pic- the crowning glory or your photo op.
ture because they were too close! Sound bite
People: The messenger is as important as the What you are saying at your event is, of
message. Think about your spokespeople and course, as important as what your event looks
the other key players at your event. Are all like, so be sure that your sound bite is consis-
the right people represented? Will members tent with your theme and communicates a
of your target audience see people who they consistent message. Does your visual
will find credible when they see your story on metaphor hinge on a common phrase or
the six o'clock news? Will they see people cliché? Put it to work in your sound bite!
who look like them?
For example, Americans for Safe Access in
Typical speakers at your event might include: Washington, DC staged a photo op to high-
• a key organization representative, such as light patients "who face the threat of arrest
you! every day just to get the medicine that their
• a person who represents the human doctors prescribe." Each person at the event
interest inherent in your story such as a wore a sign around their neck with a picture
patient, their families or local resident of a medical marijuana patient noting their
• a local politician, ally or public official name and medical condition.
• an expert, such as a doctor, scientist or
Writing Effective Letters to the Editor

Letters to the editor are an easy way to voice cy for printing letters. Some have require-
your opinion to policy makers and to educate ments for length of letters, some want letters
people in your community about the issues to be typewritten, and almost all require that
your organization addresses. You can use let- you include your name, address and phone
ters to correct or interpret facts in response to number. (Of course your address and phone
an inaccurate or biased article recently pub- number would never be printed. Most publi-
lished in a newspaper or magazine; to explain cations will want to call you before they print
the connection between a news item and your letter to confirm that you really did
your organization's issues; or to praise or criti- write the letter and that you want to have it
cize a recent article or editorial. Whatever published.)
your purpose, your letter will reach many
If the paper doesn't publish its letters require-
people in your community—without excep-
ments next to the letters it prints, don't be
tion, the letters section is one of the most
afraid to call. Ask to whom you should
highly read segments of newspapers (and
address your letter, if they have any length
magazines).
restrictions, and in what format they would
STEPS TO SUCCESS like the letter.
Step 1: Know Your Paper's Policy Step 2: Be Timely
Find out the newspaper's (or magazine's) poli- Responding to a recent article, editorial or op-
13
ed is one of the best ways to increase your Use your credentials. If you have expertise
chances of getting published. (Be sure to in the area you are writing about, say it!
mention the name of the article and the date
Step 5: Increase Name Recognition
it was written in the beginning of your letter.)
You can also capitalize on recent news, Letters to the editor are an excellent opportu-
events, or anniversaries. nity to let more people know about your
issue. As a general rule, you should sign your
Step 3: Keep it Simple
letter to the editor with your affiliation. On
You already know how to write letters to pol- the other hand, if you and many other repre-
icy makers that are concise, informative and sentatives from your organization are writing
personal. The same should be true with letters letters to the editor as part of a targeted cam-
to the editor. Make your first sentence short, paign, you may not want to include your affil-
compelling and catchy. Don't be afraid to be iation. Publications will not print letters they
direct, engaging, and even controversial. think are part of a manufactured campaign.
Keep your points short and clear, stick to one
If you are the only one writing to the editor,
subject, and, as a general rule, try to limit
you may also want to work your organiza-
your letters to under three or four paragraphs
tion's name into the text of your letter. For
in length. Most publications ask that letters
example, in a letter about food safety stan-
be kept to 250 words or less. The shorter the
dards you could say that, "The (your organiza-
letter, the better its chances of being printed.
tion) recommended guidelines for improving
Step 4: Get Personal food safety standards to protect our children
just last year."
Newspapers, at their core, are community
entities. Editors will be much more likely to Step 6: Don't Forget the Follow-up
publish a letter, and the letter will have much
Don't be discouraged if your letter is not
more impact, if it demonstrates local rele-
printed. Keep trying. You can even submit a
vance.
revised letter with a different angle on the
Use local statistics. For example, a letter issue at a later date. And if your letter is pub-
focusing on a vote on the Clean Water Act lished, be sure to send the clipped version to
should point out how many rivers and lakes your member of Congress as well! While your
are unsafe for swimming in your community representative or senator will probably have
or state. clipped your letter, it carries more weight if it
comes from you with a personal note
Use personal stories. For example, if you or
attached.
someone in your family has become ill
because of contaminated drinking water, you Steps 7: Think Strategically
should talk about your experience in a letter
You should think about letters to the editor as
to the editor addressing the Safe Drinking
a regular strategic campaign tool to increase
Water Act.
the effectiveness of your organization's
Use names. As congressional aides have actions. Try to target several different papers
repeatedly told us, if a letter to the editor in your area at the same time and encourage
mentions a representative or senator's name, people to explore different angles on the
they will see it. They care about how they are same issue. However, do not send the exact
being perceived in the district, and they will same letter to more than one newspaper in
pay attention to a letter that asks them to co- the same market. If you want to be published
sponsor legislation, or to take a specific action in more than one paper in the same market,
in Congress. You should also urge your read- rewrite the letter slightly or choose a different
ers to support your position and to let their angle to approach the subject at each publica-
elected officials know their views. tion. Newspapers do not like to print "form"
14
letters. gressional district which, in turn, gets noticed
by the policy maker."—Congressional Aide
"It is especially good if the letters are geo-
(Adapted from
graphically spread and the issue is repeated in http://www.greenmediatoolshed.org/training/WrittenCommunication/Op
a few areas. It creates a ripple effect. It shows -EdsandLetterstotheEd.adp )
that the issue has reached far into the con-
INTERVIEWS
PREPARING FOR THE INTERVIEW feel you are the right messenger for the
show, consider suggesting someone else from
Logistics and Details
your list of spokespeople who might be more
There are several questions you want appropriate or who could make a stronger
answered before you agree to an interview. statement.
Some people are hesitant to ask these ques-
If the story just isn't on the right topic or
tions, but the more knowledge you have, the
won't give you the forum to discuss what you
more prepared you will be. You won't lose an
want to discuss, consider turning it down.
interview if you make sure to answer these
Spend your time on something that will let
questions:
you get your message out.
• What's the format of the outlet? Print?
Broadcast? Creating Sound Bytes
• What's the interview about? To have successful interviews, you need to
• What's your organization's role in the answer questions in a way that supports your
piece being proposed? Are you the focus messages. If, after an interview, the quotes
or just a supporting player? Who else are included in a story do not support your main
they interviewing? messages, then you are what we call in the
• Which outlet is it for? Ask about the industry "off message." This is bad. You had
reader- or viewership to determine if it an opportunity to get out your message and
reaches your target audience. You you blew it.
shouldn't necessarily turn down an To avoid mistakes, practice interviewing using
interview if it doesn't, though you the messages from your strategic plan. All
probably won't make it a priority. spokespeople for your organization should be
• What's the format of the interview? Is it a familiar with and proficient in delivering
one-on-one, a debate, or another format? these key messages. Remember: part of get-
• Are you part of a panel? If it is a broadcast ting out messages successfully is picking the
interview, will it be live, edited on tape, is right spokespeople. Certain spokespeople will
it a call-in? resonate better with your target audience
• How long will the interview last? than others. Don't let egos eliminate a chance
• For print pieces, do they need a photo? to showcase your best spokespeople and get
Usually they will take their own pictures, the most from a media interview.
so be prepared if they plan to have a Use the Three C's
photographer snapping away at you
while you speak. Concise. Typically, your comments will be
edited to about 5 to 15 seconds or a short
If you are comfortable with the answers to all sentence. Focus on getting your points across
of these questions, and you feel this interview efficiently. Avoid long words and lengthy sen-
gives you a good opportunity to get out your tences. Also, it is better to pause to gather
organization's messages, go for it. If you don't your thoughts than to rely on fillers like "uh-
15
uh-uh," "like," or "you know." Catchy. The reporter is looking for the catchy
phrase or soundbite. To ensure your main
Conversational. Avoid insider jargon and
points are included, say them in a clever fash-
policy-laden language; use words and descrip-
ion. If you just presented a key point in an
tions that the average reader/viewer will
unclear or rambling way, stop for a second
understand. When you must use jargon,
and make your point again. The reporter
explain it—briefly.
needs the quote to make sense.
Doing Interviews—Specific Guidelines

Interviews and studio discussions can be a more and both you and the audience will get
bloodsport, and you, the interviewee, are the lost.
one of the combatants. So here are some
Finish your point. If the interviewer tries to
rules and tactics. Practice, as in any other
interrupt you before you have finished, carry
sport, is absolutely critical. If you haven't done
on talking until you've said it. Sometimes it's
many interviews before, get someone to pre-
useful to say "Just a moment" or "If you'd let
tend to be the interviewer a day or two
me finish." Be assertive without being rude.
before you're due to go on, and get her to
Don't let yourself be bullied.
give you a hard time.
Simplicity. Make your points as clearly as
RULES AND TACTICS
possible. Use short sentences and simple
Be informed. This is the golden rule. words. Try not to use sub-clauses (a sentence
Remember, this is an information war, and the within a sentence), as you might confuse the
best warriors are the ones with the best infor- listener.
mation. Make sure your information is reli-
Turn hostile questions to good account.
able and stands up to critical examination.
There are several ways of doing this:
Be calm. Generally the audience sees the Deal with the question quickly, and then
calmest person as the winner. This doesn't move on to what you want to talk about.
mean you can't be passionate and enthusias- This is the simplest and safest way of
tic—indeed these are good things—but don't handling tricky questions. A good way of
spill over into anger. If necessary, take a deep going about it is to agree with part of the
breath before answering the question. Be question, then show that it's not the
polite but firm with everyone. whole story.
Be concise. Use as few words as possible, and Deliberately misinterpret the question.
speak with clarity and determination. You "You're quite right; there were a lot of
should summarize the whole issue in just one undesirable elements at the protest. In
or two sentences before expanding on your fact, there's an urgent need to regulate
theme. the security industry properly. Do you
know that a lot of security guards have
It's the answers that count, not the ques-
criminal records for violent assault?"
tions. When you go into the studio, you must
know exactly what you want to say and how Undermine the factual content of the
you want to say it. Don't be too scrupulous question. But always, always, bring your
about answering the actual questions—get to answer back round to the point.
the points you want to make. Leave your notes behind. If what you want
to say isn't in your head, you shouldn't be in
Don't try to make too many points. Have the studio.
a maximum of three lines of argument. Any
Project. You're not having a casual chat with
16
the interviewer or the other guest. This means can help a lot to win your audience over.
that you should put more emphasis into your Gently satirizing your opponent's position is
voice than you'd do in a normal conversation. often quite effective.
It might sound strange to you when you first
Don't hate your opponent. This is absolute-
do it (and practice it before you do a real
ly necessary. Whatever you might think about
interview), but on air it'll sound fine.
the person you're up against, you must leave
Use your body. On TV a good rule is that your feelings at the door of the studio. If you
your head and torso should stay fairly still allow yourself to hate them, you'll lose your
(which makes you seem solid and trustwor- cool, lose focus and lose public sympathy. One
thy), but your hands should lend emphasis to way of dealing with your feelings is to regard
what you say (they can help to drive your your opponent as someone who has been
points home). Eyebrows are pretty useful too. misled and needs to be told the truth.
[Adapted from "An activist guide to exploiting the Media" by George
Humor. If you can do it without making it Monbiot http://www.gn.apc.org/pmhp/gs/handbook/media.htm]
sound frivolous or irrelevant, a bit of humor
After the Interview

Give Thanks construct a good counterpoint in the
future?
Write a note to the person who interviewed
you, thanking them for their time and atten- • Was the piece in any way inaccurate or
tion. Regardless of how the story comes out, unfair?
you want them to know you appreciate the If the story is inaccurate or unfair...
opportunity to talk about your
If a story comes out with factual mistakes or
campaign/issue.
misquotes, do not call up screaming at a
Review the coverage reporter. Instead, calmly point out the mistake
and ask for a correction. Consider contacting
The best way to get better at interviewing is
the editor or news director. Going over a
to review your performance and then make a
reporter's head is a serious step and should
list of what you'll do better or differently next
only happen when a major mistake has been
time.
made and the reporter refuses to acknowl-
Ask yourself: edge his/her responsibility for the miscommu-
• Were you on message? nication. If you go over a reporter's head
without first speaking with him/her, you will
• Did you get your main points across in a
sour whatever relationship you have with that
concise and easy to understand way?
reporter, and it can come back to haunt you.
• Did your opponents make any compelling
*prepared from materials produced by Resource Media*
arguments for which you will need to
17
PRESS EVENT CHECKLIST
BEFORE YOUR PRESS EVENT and where the speaker should be for the con-
ference. Have them come early to avoid
1. Pick a location. Choose a setting for your
delays!
press conference that will accommodate as
many reporters and observers as you expect. 4. Create background materials. Do not
Of course, you may not always know how assume that the media knows the back-
many people are coming—so leave some mar- ground for the press conference. Have some
gin for error. It is always best to have speakers printed materials ready to fill them in on
elevated on steps or a platform so that they medical cannabis in general and the specific
are visible to everyone. Reporters will bring reason for the press conference. If your press
their own equipment, but having a PA system conference is concerning a patient on trial, for
is always helpful. Be conscious of the ambient example, have brief information on medical
noise. Try to stay away from busy streets if cannabis and the defendant's personal story.
your press conference is outdoors. You may This will help the reporters in preparing the
want to consider a location that is meaning- story and greatly increase the chances of
ful—i.e. a courthouse where someone is on being covered. Check the ASA website for
trial, the location of a recent bust, the home general medical cannabis background materi-
of a newsmaker. Remember you must have al. Remember to keep it short—one or two
permission to conduct a press conference on pages.
private property or in government buildings.
5. Create visuals. Having an interesting visu-
2. Assign tasks. Think ahead about what al presentation makes a press conference
needs to be done and delegate the tasks well more effective and memorable. It also increas-
in advance. Someone will have to get permis- es the chance of photographic and television
sion to use a certain site for the event. coverage. Consider the backdrop of your
Someone will have to invite media, print press event. Is there a landmark building or monu-
materials, and set up the physical location. ment? You may also want to make signs, ban-
Someone needs to call speakers and get com- ners, or puppets to communicate something
mitments. Some formal press conferences visually to the media. Or have everyone wear
often have refreshments. Do not wait until the same color shirt or have similar messages
the last minute to make a task list and assign on your shirts. You only have a few seconds to
duties. It will save you some unnecessary stress make an impact. You can also use the podium
and make your event seem much more pro- as a place to put your organizations logo and
fessional. website.
3. Line up speakers. Who is going to talk to 6. Write and send a press release. The
the media? Generally, you want primary press release is the usual way that media out-
sources at your press conference. Primary lets get news. See the sample press release for
sources are the people who are actually mak- guidance. Keep it very short. You are only try-
ing the news—patients in trouble; researchers ing to get their attention, not tell the whole
announcing a breakthrough, local politicians story. Be sure to include the nuts and bolts
support the issue, lawyers defending patients, information: date, place, time, speakers, and
etc. Whether or not you have a primary who to call for more information. Many press
source, ask yourself why the media will listen releases are faxed to news outlets, but email
to the speaker. Are the well known, sympa- is also acceptable. Send the press release a
thetic, an authority on the topic? Call the few days before the event, and again the day
speakers well in advance to get a commit- of the event.
ment. It is also a good idea to send a confir-
7. Make pitch calls. You will want to call
mation letter or email specifying exactly when
18
everyone you sent a press release to and ask use this information to build your press list for
them to attend. This is a crucial step because follow up or future events.
reporters get numerous unsolicited press
5. Let the MC take charge. The MC ("mas-
releases each week. Be prepared to offer a lit-
ter of ceremonies") will conduct the press
tle more information about the topic, why it
conference and introduce speakers. The MC
is important, and who will be speaking. Get
should be confident, friendly, and able to
the name, telephone number, and email of
keep the pace going and in order. The MC
the reporter who will attend if possible. That
must also keep the reporters in line. If ques-
way, you can follow up afterwards if needed.
tions are to be answered at the end of the
8. Make press packs. Neatly print your press press conference, do not allow reporters to
release, background materials, and other interrupt speakers. Politely decline to answer
materials (relevant flyers, brochures, or sup- the question and remind them that there will
porting documents). Put a copy of each item be a time for questions later.
in a folder with your business card or contact
6. Q & A. The MC should recognize reporters
information. You will want to have enough
individually for questions. Allow the appropri-
copies for every reporter, so make a few
ate speaker to answer the question before
extra.
taking another. Do not be intimidated if more
DAY OF THE PRESS EVENT than one reporter is trying to get your atten-
tion at the same time. Try saying something
1. Resend the press release. Send the press
like, "I'll take you first, and then you will be
release to everyone again early in the day (or
next." Decide in advance if you will take all
the night before for a morning event). Daily
questions, or allow a fixed amount of time for
news assignment can vary, and you want to
questions. You can always invite reporters and
be at the top of the list.
speakers to speak informally after the press
2. Make more pitch calls. If time permits, conference is closed. Be sure to thank the
you should call everyone who receives a press speakers and the press for attending.
release again on the day of the press confer-
FOLLOW UP
ence. If you do not have time to call everyone
again, focus on those who you want there 1. Watch or read the coverage. You will
most or those who were most enthusiastic. want to see if and how your event is covered.
Make note of which outlets carry your story.
3. Set the stage. Set up your room or out-
Those will be your hot prospects for future
side area for good visibility. Have the speakers
events. You may also identify "hostile" outlets
in a prominent place. Set up tables and chairs
with bad coverage. You should send a thank
if necessary. Have someone standing by the
you note to a reporter who does a particular-
entrance or in a prominent place to greet the
ly good job. Likewise, you may want to send a
press. A nametag is a good way to identify
correction if someone's coverage is inaccurate
this person. Assemble the speakers early so
or biased. Be sure to note how the event
you are ready to go on time and there are no
looks in pictures and television. You can make
surprises.
improvements next time if you see something
4. Greet and identify the press. You should you do not like.
designate a media liaison to welcome
2. Make your press list. Now that you have
reporters as they arrive and distribute press
collected contact information, make a list of
packs. This person can also let reporters know
every reporter who attended. Add notes
where to set up cameras and microphones
about anyone who was very supportive or
and when the speaking will begin. The liaison
enthusiastic. Keep this list for future use!
should also collect business cards or contact
information from each reporter. This is nor-
mal; so do not be reluctant to ask. You will
19
SAMPLE PRESS RELEASE
For Immediate Release—December 7, 2006 Contact: William Dolphin (510) 919-1498
Medical Marijuana Patients Win Big as Court Upholds State Law
Judge Sides with ASA, ACLU and Drug Policy Alliance in Saying California Can Protect Patients
SAN DIEGO—A San Diego Superior Court today handed a critical victory to medical marijuana patients nation-
wide, affirming the ability of states to exempt qualified patients from criminal penalties, despite federal policy that
prohibits all marijuana use. Following oral arguments by AG and defendants, the court confirmed the validity of
California's medical marijuana laws, rejecting the contention of several counties—San Diego, San Bernardino and
Merced—that such laws are made invalid by federal law.
"The judge agreed with us that there is no real conflict between federal and state law, and that the state's volun-
tary ID cards program does not interfere with the purpose of Prop. 215," said Joe Elford, chief counsel for
Americans for Safe Access (ASA). "This ruling upholds both the will of the voters and the legislature's attempt to
help implement it. The protections provided to patients under state law have been confirmed."
Enacted in 1996, the Compassionate Use Act, also known as Proposition 215, allows qualified patients with a
doctor's recommendation to use medical marijuana. The Medical Marijuana Program Act, passed in 2003,
requires counties to implement an identification card program that allows law enforcement to properly identify
legitimate patients.
The California Attorney General's office argued in parallel with ASA, the ACLU, and the Drug Policy Alliance (DPA)
that state medical marijuana laws are not rendered invalid by conflicting federal statutes—consistent with the
opinions of the attorneys general of several other states, including Colorado, Hawaii and Oregon, which permit
medical use of marijuana.
The case originated from a lawsuit initially brought by San Diego County, and later joined by San Bernardino and
Merced counties, against the state of California. ASA, the ACLU and DPA intervened in the proceedings on
behalf of medical marijuana patients and their caregivers and doctors in order to assure adequate representation of
those most impacted by the case.
These groups represented Pamela Sakuda, a patient who passed away after the lawsuit was filed, as well as
Sakuda's spouse and caregiver, Norbert Litzinger and Dr. Stephen O'Brien, a physician who specializes in
HIV/AIDS treatment in Oakland, California, and believes that many of his seriously ill patients benefit from the
medical use of marijuana as well as several other local patients.
"For the tens of thousands of seriously ill Californians who depend on medical marijuana, this victory could not
be more significant," said Steph Sherer, ASA’s executive director. "San Diego Supervisor Bill Horn stated he was
seeking clarification from the courts. Now that the court has ruled, we hope that San Diego and counties across
California will move forward with implementing state law."
###
With more than 30,000 active members with chapters and affiliates in more than 40 states, Americans for Safe
Access is the largest national member-based organization of patients, medical professionals, scientists and con-
cerned citizens promoting safe and legal access to cannabis for therapeutic uses and research.
20
SAMPLE LETTER TO THE EDITOR
MEDICAL MARIJUANA WAS EFFECTIVE FOR HER
Los Angeles Times—Nov 04, 2002
I was so pleased to read that doctors can no longer be accountable for suggesting marijuana use to
patients when needed ("Medical Pot Use Given a Boost," Oct. 30). I just finished a year of treatments for
breast cancer. While in chemotherapy treatment, nothing could control my severe nausea and vomiting. I
was prescribed the so-called best prescription drug: Zofran. I even had it in IV form. After being so weak
from vomiting that I didn't have enough strength to crawl back into bed, I tried marijuana following my
fourth chemo treatment.
The symptoms were gone instantly.
The marijuana was the only thing that kept me symptom-free. It was a miracle drug for me. I don't con-
done drug use, but feel that medical marijuana is better than the very expensive and synthetic alterna-
tives in many medical cases.
Allyson Santucci,
Palm Desert
21

Medical Marijuana: Americans For Safe Access Media Manual

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Americans For Safe Access

AN ORGANIZATION OF MEDICAL PROFESSIONALS, SCIENTISTS, AND PATIENTS HELPING PATIENTS

WEB: www.AmericansForSafeAccess.org TOLL FREE: 1.888.929.4367

DEFINE YOUR MEDIA AUDIENCES

GETTING YOUR MESSAGE OUT

GETTING YOUR MESSAGE COVERED

Local and national media coverage is influencing the public. Sometimes,

DEFINE YOUR MEDIA AUDIENCES

ing. Don't hesitate to leave brief messages for

Writing Effective Letters to the Editor

Doing Interviews—Specific Guidelines

After the Interview

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