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UNDERSTAND THE MEDIA

THREE WARNINGS ABOUT MEDIA COVERAGE:

· Minority representation: A full 40 percent of U.S. newspapers don't have a single minority newsroom staffer. That means you might have to educate, enlighten and prod mostly white newsrooms in your area as you respond to some bias crises.

Similar statistics aren't available for gay, lesbian, bisexual and transgender representation in the media, but those issues also are frequently misunderstood or resisted by some members of the media.

· Widespread coverage: With alumni scattered across the planet and email connecting everyone, your campus' story may go farther than you expect. In one case, based on alumni connections, a newspaper 2,700 miles from the college in question offered its own editorial on the matter just days after a campus hate crime.

Do internet searches for such stories in the days and weeks after the incident, and make sure all media — even those a continent away — are getting it right.

· Administrative opposition: School officials may have different goals than the groups targeted by the hate crime. Victims may want to raise awareness and shed light on the situation; some administrators may be seeking just the opposite.

Concerns about money and image may influence administrators to keep quiet about a hate crime or bias incident, for fear of losing donors and/or prospective students.

THREE WAYS TO PITCH YOUR STORY TO A RELUCTANT MEDIA:

If your problem is lack of coverage, try this:

· Stage an event. A picket, a march, a candlelight vigil or other visible gathering will draw media attention. Plan it well, and alert the media in advance. The more visual an event is, the more suited it is for television and still photographers.

· Send a press release. Gather facts about the case — and more facts about the issues surrounding the case — and send press releases to area media outlets outlining why the issue matters, how many people it affects and why they should cover it. Include contact information for interviews.

· Focus on someone. The mass media can be daunting, but you can instead focus on one person — a columnist, a reporter, a TV person who feels like someone you can trust — to approach with your story.

Make the case why coverage is imperative. Urge that person to break past the inaction of other media to cover this important story.

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