I am aware of the excellent work that INQUEST does in supporting bereaved people who are facing an inquest. I also appreciate the time INQUEST dedicated to the development of the Coroners and Justice Act 2009. – Prime Minister, David Cameron
Achieving changes to the way a system or policy works relies on getting a message across – whether to policy makers, politicians, members of the public, other families, or to other campaigning groups and organisations.
People now have greater access to creating their own media outlets than ever before. The internet means it is possible to create websites, Facebook pages and Twitter accounts to pass on information to hundreds, thousands or even millions of people. But traditional media such as newspapers and television are still important methods of getting information to decision makers and the public alike. However, there are certain risks associated with working with the media. This section will look at what media is out there, some ideas on using it effectively and what to do if the media is intruding into your life.
Before looking at using the media, any campaigning group needs to be very clear about what it is they want to achieve. It is worth preparing carefully before contacting the media. Who is your message for? Is it the public, the authorities, other families and community groups? Do you want justice for your relative, or to make the whole system better? Are you looking to change things or simply point out the flaws in the process as you have found them? Before doing any publicity work ask the question “why are you telling me this” and once you have come up with some answers to that question you will be better prepared and more focused on what you need to do to achieve your goals.
Using the media successfully is possible if you follow some basic guidelines. Getting your campaign into the media is one of the most important aspects of campaigning. This is because widespread media coverage is by far the quickest, cheapest and most effective way to reach the people you want to hear your message. A local newspaper is read by thousands, a national news programme is watched by millions, and the big news providers (e.g. BBC, ITV, Sky etc) have online content that is truly global in its coverage. Media exposure can also raise the profile of your campaign and help put pressure on decision makers.
Media sources include:
- newspapers – national dailies (tabloid and broadsheet), national Sunday papers, regional dailies, local pay weeklies and local free papers
- radio – national and local stations, community radio
- TV – national news and current affairs, regional (local) news and current affairs
- news agencies for both national and regional stories. News agencies like the Press Association (PA) and Reuters write stories and send them on to newspapers and broadcasters.
- News websites and blogs
Local news outlets are more likely to cover stories with a local connection. Find out which papers, radio and TV channels cover your local area. Check in your local newsagents and library to find out the names, contact details and interests of your local media.
