Promoting Life on the Front Page:
Eleven Tips for Dealing with Local Media

By Holly Miller, NRL Field Coordinator

Throughout the country, there is widespread belief that the news media is biased. This belief was substantiated by the new book that "everyone is talking about," Bias by Bernard Goldberg. In his book Goldberg, a CBS insider, exposes the depth and breadth of the media's leftward (and more important for us, pro-abortion) slant.

In defending himself against charges he is nothing but a disgruntled conservative, Goldberg vigorously reminds his critics that he is "pro-choice" and that his personal beliefs on many issues would generally be associated with "liberals."
Goldberg is certainly correct when he points out that members of the national media overwhelmingly self-identify as liberal and that their coverage of the abortion issue is decidedly "pro- choice."

We would respond, of course, that defending life is neither a conservative nor a liberal position. And our concern is not what a reporter's political ideology may be but whether his or her coverage of our issues is fair and balanced.

Now I am going to posit a theory of my own regarding the media. Regardless of what direction the major news organizations may lean or however biased their coverage of the abortion issue is, your local newspaper may be much less unfriendly to pro-lifers. The more mainstream your community and town, or the smaller the community, the more balanced the reporting seems to be, college towns to the contrary notwithstanding.

And even if the editors and reporters have pro-abortion personal politics, there is an opening for us. Typically their penchant is for "bleeding heart" stories, ones that evoke powerful emotional responses.

Now, isn't every life ended by abortion and every woman harmed by an abortion a "bleeding heart" story? That is the truth and eventually the truth will win out.

Following is a checklist of things to do that will get you in with the local media and will get the pro-life message out to the public:

* Read the local newspapers, listen to local talk shows, and watch the local news. Pay attention to the reporters who cover stories related to our issue so you can wisely choose which media members you can relate to and which ones will not benefit your message. It will be easier to "sell" the story to a reporter already interested in social, health, child welfare, or women's issues. Also, note whether they use more hard facts, prose, or rhetoric in their stories. This can help you to speak their language.

* Introduce yourself to the news editor, photo editor, editorial page editor, and identified reporters. This can be as simple (albeit intimidating) as making an appointment to meet with a reporter or editor. Do not go with any story in mind, but rather with the sole objective of identifying yourself as a credible contact.

* Cultivate personal relationships with reporters while keeping a professional distance. Your credibility is critical to your ability to get your message out. The reporter will have a harder time "slamming" your message if they see the thoughtful, loving, and reasonable person that you are. If you are respectful of them, they will be more respectful of you. Deep down, reporters are people too.

* Refuse to see the media as an enemy, but rather as a medium to get your message out to your audience, the general public. Thus, in an interview, know the points you want to ram home and do not be coaxed away from them. Regardless of the question, get back to the message you want to convey. Stay on the offensive.

* Deal with them straight. We have the truth on our side, so be clear, concise, and on point. Do your homework, be an expert, and anticipate the reporter's questions. Be upfront if you do not have the info they are looking for, and make sure to get it to them before their deadline. It goes without saying that you should always be truthful and accurate. This is especially important with reporters because they will never again trust you as a source if you are not.

* Be respectful of the reporter's time. They work on tight deadlines, so return calls right away and get them appropriate facts on time.

* It is generally wise to always assume you are "on the record" and proceed very carefully.

* Remember we want to discuss the issues of abortion and euthanasia themselves. Don't let yourself be coaxed or lulled into revealing sensitive or confidential legislative or political information or strategy that would aid the anti-life side.

* Engage the media. Do not be "holier than thou" even if you know you are on the right side. Do not assume the journalist knows the issue, but also do not insult his/her intelligence. Do not act as though you are preaching to the converted because you are not. And do not act paranoid, even if they are out to get you.

* If you have an idea for a story, ask yourself if it is timely, newsworthy, and factual. Identify three media members who will take interest. Then sell it to the press with special attention and follow-up with the three journalists you identified. If they do not cover it, have a chapter member write it in as a "Letter to the Editor." Know and honor the line between being persistent and being pesky by staying on the persistent side.

* Read/listen to their stories. Hold them accountable while being on your best behavior. You do not want to let misinformation go unchecked, but also do not burn bridges with the media. If the error is too grievous to be addressed as a newspaper correction, ask if you can write an "Op/Ed" as a rebuttal.

That is a lot of information, but it will all fall into place as you engage the local media.

The critical responsibility of a local chapter is to keep the life issues in the public's mind's eye so that they will be educated and inspired to join our efforts. The media is a most effective tool for getting the message out to the public en masse.

Do not, of course, fail to use church bulletins and newspapers, e-mail alerts, and religious radio to reach much of our base audience of pro-lifers. That would be a huge oversight. But we need the mainstream press to reach much of the public at large.

Your vigilance in working with local media will enhance the credibility of your message and your chapter, which will only assist in your efforts to promote a culture of life in your community.