Be the Media
Back in the 1980s, media genius Tony Schwartz demonstrated how the New York Times
is a less powerful medium than the humble answering machine.
Schwartz produced two radio ads: the first excoriated City
Councilors for their failure to protect the public on a
current issue; the other praised them for their wisdom and
courage. On Monday night, Schwartz called each Councilors
office, and left a message: "We've purchased radio time on
Wednesday, but we won't know which ad to run until after
Tuesday's vote. Here are the two ads – please vote yes."
He concluded the message by playing both ads.
Apparently,
the Councilors got the point and voted accordingly.
The
proposal passed, and on Wednesday the ad of appreciation for the
positive vote hit the airwaves.
People working for change realize they
need to speak in public. But they often over-value the
importance of the media they have the least control of, such
as the daily newspaper or television news, and undervalue the
media they control. Instead of asking, "How can we get better
news coverage?" advocates need to ask, "How can we deliver the
message?"
Today, anyone with a computer can be a
publisher. Because they are publishers, organizations for
change must also understand they are reporters too.
Reporters talk to people about what is happening and why. They
put people on the record. They organize information in ways
that set the terms of discussion.
Working as reporters (for a newsletter,
website, report, etc.) advocates can call decision makers,
opponents, and interested bystanders, and make the story
public. And they can call their fellow reporters, including
those working at the Times, to share the news. After
all, most reporters get the news from the news.
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