Tue, 30 Apr 2002 -- Media Matters No. 6:
The news doesn't "just happen"

Sometimes it seems that the news "just happens." We see the space shuttle blow up and then it's all over the news. We learn Princess Di has been killed. It's all over the news. News, we think, "just happens."

For some news that's certainly true. Atrocities, mass murders, disasters. Things pertaining to public figures -- not only death, like Princess Di's, but heart attacks, discovery of an affair -- usually make the news. Almost nobody plans that kind of news; it just happens. Politicians, in fact, have entire staffs working to make sure that news like this does not "just happen." People work hard to keep politician "indiscretions" out of the news. When it comes to disability issues, especially research issues, the news definitely does not just happen." The closest a disability issue has come to being "all over the news," perhaps, was when Casey Martin won his ADA victory at the Supreme Court.

Still, it's easy to get into a mindset of thinking that news "just happens" -- and that there's not much that can be done to influence when or how an issue is covered in the media. In order to get the kind of news coverage of issues that we want, we have to replace that mindset with an understanding of how news "happens" -- and make a plan to ensure that it *DOES* happen.

Although a breaking discovery of a major cure might approach breaking news; when it comes to getting news coverage for disability issues research, planning is essential -- and often far in advance.

Most researchers know the work that's involved in getting into scholarly journals. A different kind of work is involved in getting your news into magazines. Most magazines, both those aimed at the disability community and the large, general circulation mass market publications, plan their "editorial calendar" far in advance -- some as far in advance as 6 months to a year. Even daily newspapers plan special sections long in advance; stories for the science section or features or business section can also be in the works for months, although with daily newspapers, these non-deadline stories are usually in the works for a few weeks.

Make a calendar for your project. Decide where you want your project or research to get coverage. Is this a one-shot deal that needs one-time coverage? Or is it an ongoing project that should receive ongoing coverage? In what publications would you like to get coverage? How long in advance do you need to pitch your story to the editor in order to ensure it will appear when it does your project the most good?

The best way to find this out is to contact the publications directly to find out their schedule and deadlines. It never hurts to ask. Will they accept freelance submissions? Some publications will accept an article from someone associated with the project; others will use a freelance writer they assign (to ensure editorial objectivity, the writer must not be connected with your project). Still other publications assign their own staff reporter to do a story.

Begin your calendar today and make your phone calls. In 9 months, you may see the story of your project in a mass-market publication!

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