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Involving academics and allies in media work

Academics, religious and community leaders, elected officials, and other allies may be effective spokespeople in the media to validate our goals, show that our campaigns are in the public interest, and gain access to op-ed space that may be more difficult for us to obtain because we are partisans in a dispute.

They can help by writing op-eds and letters to the editor, appearing on talk shows, speaking at news conferences, and making themselves available for comment in news coverage.

Be on the lookout. Notice who is active in local campaigns, coalitions, and related causes.  Keep track of people who publish op-eds from time to time.  Get to know friendly academics from higher-education programs in fields related to your work.  When you need someone who is considered an expert on a certain topic, network until you find them.

Understand their needs. Don’t ask the impossible or you will turn them off.  They may not always be able to say exactly what you want or respond on exactly the right timetable.

• What are their interests, goals, beliefs, and areas of expertise?
• What are their limits in terms of what they can or will say?
• Is it important to them to maintain some independence?  (This may be to your advantage as well if it gives them more credibility with the media.)
• Do they expect you to approach them exclusively when you want to propose something, or are they comfortable being part of a group you reach out to?  (Some won’t want to be sent group emails or may be turned off if you are pitching the same idea to other people.)
• Are they willing to take calls from reporters?  (Reporters often like suggestions of knowledgeable sources, but you need to know if your allies are interested.)

Make it easy. Give them information they need, organized in short bullets with key themes, facts, documentation, and possible sound bites.  Provide this whether they ask for it or not.  Make clear you are offering it "if it's helpful" and not expecting them to use or follow it.

Offer advice. Many academics and other allies may not be as experienced as you are in how to frame issues and write op-eds or letters so they will be published, pitch and then take part effectively in talk shows, or speak at a news event.  You may share tip sheets with them as part of your discussion if you think they may need the advice and are open to it.

Stay in touch. From time to time, send them short updates on campaigns and issues they may be interested in – even if you are not asking them to help right now.  The information may be useful in their work, can make them more knowledgeable when you do ask for help, and will show you don’t just get in touch when you need something.  Most will want this information in short, occasional packets, not in frequent news releases or long reports.

Be there for them, too. The relationship should be a two-way street.  They may need your help at times as well.  Respond to them as you would hope they would respond to you.

Courtesy of TheWorkSite.org