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MODULE 3: Unit 3

Doing your homework for preparing a campaign

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Unit 3.3 Doing your homework for preparing a campaign

Allies If you can create a network of ‘allies’, particularly from different groups, this shows you have broad support for your campaign and can help create pressure on your target. Think about all your potential allies. They may include people from other organizations, local faith groups, trade unions, schools, community groups, local businesses or celebrities. Your allies may support your campaign for different reasons. Before you approach them, try to think about what might make them join your campaign and focus on that angle. Research What are the facts and figures that will support your argument? Do you have case studies of people who might be affected by the change you are calling for? Case studies are particularly important if you are trying to get media coverage. Do you have all the information you need, or do you need to carry out research? What do you need to find out and how are you going to do it? Are there any facts which can be used against you? How will you deal with them? Having researched your target, what questions do you think he/she is likely to ask? Will you be able to answer them? Remember that your target will think of the issue in terms of their interests, not yours, so may ask for information that you might not think is relevant. Where will you get your information?Threats What will work against you? This might include: a cause which is controversial or unpopular with the public; powerful opponents; lack of media interest, or negative media coverage. What will you do to deal with these threats?

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Tactics – what are you going to do? These are the actions you take as part of your campaign. They might include writing letters, asking for meetings, producing a report of your evidence, media stunts, collecting signatures on a petition either online or in person, speaking to other groups. Generally the first step in a local campaign will be to write to the person responsible, explain the problem and your solution, and ask them for their response. Depending on the response you get, you can decide what your next step might be. For example, if your target says that s/he doesn’t see any evidence of a problem you might carry out a local survey, or collect signatures for a petition. This will show how many people support the campaign. You can press release the results of the survey to the local media.Following this you might want to organize a protest or other public activity such as a march, vigil, or demonstration. This can show public support and provide good pictures for the media. However there is a danger that if only a few people turn up it may give the impression that not many people care.Dealing with the local mediaFind out about themLook in your local newspaper for the names of local journalists who write about the issues you are campaigning on. Many papers also publish journalists’ email addresses, or you can ring the paper to ask. Listen to local radio to find the programmes that are most likely to cover your campaign and phone up to find the name and email address of the producer. Many journalists use Twitter. As well as emailing them, you can send them a message on Twitter about your news release. Local journalists who use Twitter will follow local campaigners they think are interesting, so this can be a good way of keeping them in touch with the campaign.

Think about what they wantJournalists like stories which:• Are topical - they are happening now, or are linked to something which is happening now• Involve conflict or controversy• Have a human interestLocal journalists will look for a local angle - either a specifically local story, or a local response to a national story. You are even more likely to get media coverage if you can offer a strong news "hook" - hold a meeting, vigil or lobby, launch a campaign, publish a report, present a petition, involve a local celebrity, organize a stunt or direct action, and so on.Press releases In order to make sure your story is covered, your press releases should be short and snappy, and grab the reader's attention. Also remember to: • date your press release so that people know when the story was sent. • Start with a clear title. • Make sure the first paragraph contains the main facts of the story – think about the five Ws: who, where, what, when and why. • Stick to the facts in the main body of the press release - use a quote to give opinions. • Include your contact details so that journalists can follow up the story. The Women’s Resource Centre has produced a guide to using the media for women’s organizations. You can find it at: www.wrc.org.uk/resources/tools_to_engage_and_influence/using_the_media/social_media/default.aspx

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MODULE 3: ‘How to build a feminist campaign’

¡You have successfully completed Unit 3.3!

MODULE 3: ‘How to build a feminist campaign’

¡You have successfully completed Unit 3.3!