Putting the Greenpeace name to actions and events will often draw in the media. This is a good thing – and we empower our Local Groups to prepare for this in advance. The more we can influence the public debate in a positive and meaningful way, the better chance we have of changing mindsets and building up our movement.
Media will often ask volunteers or the public for comment to help tell the story. If you feel up to it you should speak to them! Here’s a few tips to help you feel confident in doing this and will help attract people to what you are saying. It’s always good to have a few simple sentences prepared about what you’re doing and why you’re doing it in case the media asks, but also so you’re able to speak to the public about the important work you are doing.
A FEW KEY REMINDERS:
- We ask that Local Group members do not act as “official” spokespeople or give an official statement on behalf of Greenpeace without approval & training in advance.
- Speak from the heart! If you are approached by the media during a public event or activity – simply state that you are not an official spokesperson for Greenpeace but a volunteer working and organizing for the organization. Speak to why you are there and why the issue is important to you personally.
- Be prepared in advance with a contact number to pass on to the media if they are seeking an official statement from Greenpeace. (This could be a campaigner you have been working with or a staff member who has been supporting you.)
- For your own events and activities that are media worthy, try informing the press by issuing a Press Release or Media Advisory in advance. Check out this useful blog – Getting Media for your Campaign or Grassroots Action and this Media Toolkit to help you.
MEDIA DO’S AND DON’TS:
DO:
- Tell the media you are a Greenpeace volunteer and speak personally if asked;
- Speak up and smile (when appropriate) … be proud and energetic about the work you are doing;
- Take a breath and think before you speak; a thoughtful response is always the best one;
- Ask a reporter for clarification if you don’t understand a question. (Often they don’t know what they are asking);
- Take a reporter up on the question, “Do you have anything else to add?” This is an opportunity to reiterate your message; go for that perfect sound bite;
- Keep things short and to the point;
- Go to campaign briefings whenever possible, and take advantage of asking questions;
- Read the campaigns materials, speaking points (if available) and press releases to keep yourself in the loop before activities; and
- Make a list of all questions a reporter might ask and practice them MANY times.
DON’T: - Don’t let the reporter control the interview – this is your big opportunity. (Every interview is a great opportunity to communicate your campaign messages);
- Don’t get side tracked or drawn into the reporter’s debate – all reporters are looking for a conflict that may not serve you well. Don’t answer a question that you don’t like. Be sure to bridge – “But what I can tell you is that Greenpeace…”;
- Don’t repeat a negative or answer a negative question. Never say “no comment” or think you’re off the record;
- Don’t be afraid to say “Let me get back to you with more information.” Don’t answer what you don’t know. In-house experts are great resources, and it’s better not to fake it. Refer them to a Greenpeace campaigner, or another staff person if necessary; and
- Don’t fidget, chew gum, eat food, smoke or look away from the camera during an interview.
Amazing that you are keen to speak with media!
Doing media interviews is an important skill that comes with practice.
Thank you for supporting Greenpeace and the movement in this way.
Local Group Orientation Guide 