10 Additional Tips for Pros
1. What is “old news” to us might still be “news” to others.
When you assess your audience, consider what information will be news to them. And also consider that some information which is common knowledge among those of us who have been TB advocates for a while might be new and surprising to others. For example, many journalists are still surprised to learn of the devastating impact TB is having people worldwide, or the dramatic role it plays in the HIV epidemic.
2. Put TB issues in a bigger political context.
In Europe, there has been extensive coverage of TB in the context of the European Union expanding to include additional Eastern European countries with high levels of MDR-TB. If you live in Japan, consider for example that Japan is vying for a seat on the UN Security Council. Wouldn't its increased support of the Global Fund to Fight AIDS, TB and Malaria help signal to the world its leadership on critical global issues?
3. Use positive reinforcement.
Let decision-makers know that you are always willing to use your contacts and influence with the media not only to call for action, but to also to praise politicians when they demonstrate leadership on important issues such as the control of TB and increasing financial support for the Global Fund.
4. Pick a fight.
Controversy can be good. In democracies, open debate of public policies can help move issues forward if you are on the right side of the debate. If someone in your community takes issue in the media with your call for greater funding to fight the global TB epidemic, this might actually be a blessing rather than a curse. Propose continuing this discussion further on other media outlets such as talk shows.
5. Encourage journalists to investigate a story.
Encourage reporters covering your World TB Day event to dig a little deeper. For example, you could suggest they contact your local elected official's office for a statement on what they have been doing to address the global and/or your country's TB epidemic, what their position is on providing greater financial support toward controlling TB, etc.
6. Put a human face on your issue.
One person's experience being sick with TB will be more interesting to many journalists than a lot of facts and figures. Thousands of people still become sick with TB not only in endemic countries but in wealthy countries as well. Explore with your local health department if there is somebody in your community who might wish to speak publicly about their experience with the disease.
7. Organize a media tour.
Bring a TB expert or former TB patient to your region for a few days, holding press briefings and organizing interviews in two or three different major metro areas. You might also use this person at a local fundraising event to help cover their travel costs.
8. Become a resource to journalists.
If you are particularly well-versed on other issues of health and international development, make your areas of expertise known to key journalists. Let them know that you'd be glad to help track down information, contacts and spokespeople on these issues, even if it is not directly related to TB. If ever such help is requested by a journalist, inquire as to what deadline they are up against and be sure to respond promptly.
9. Build your reputation as an asset to the media.
When speaking with journalists, be respectful of their time limitations. Cultivate a reputation that you will encourage them to cover a story only when you know it is newsworthy. When you have useful background information or updates to provide them, share this with them for their information, but clearly communicate that you don't expect a story from it. Develop a sense of what kinds of stories various journalists and media outlets like to cover. For example, some health reporters specialize on medical and scientific topics, while others are more inclined to report on the social and political aspects of health.
10. Develop “champion journalists”
An ultimate achievement is to help create “champion journalists” committed to reversing the global TB epidemic. Many journalists around the world already consider it to be “their cause” to fight TB and to increase financial support to the Global Fund. Take a long-term view in cultivating and adding other caring journalists from your community to this roster!
