On April 10th, CARE hosted a special webinar on how to use media to raise awareness about global poverty and mobilize your network and members of Congress to take action.

1. © 2005, CARE USA. All rights reserved.
Page 1
State of the Media Industry
• Newspapers continue to
face shrinking
resources
• There is less coverage
on global news and
events
• LTEs that once ran in
print may now be online
• Opportunity: As more
publications expand
their online, there is
more room for LTEs,
commentary and blogs

2. © 2005, CARE USA. All rights reserved.
Page 2
LTE: Why it matters?
Your Story in a LTE
Congressional Staffer or
Member sees it
Influence their policy agenda;
better understanding of
constituent needs
• Members and
staffers will track
local media
coverage and this
includes LTEs
• Some older
Members of
Congress actually
prefer LTEs in print
because they still
get a newspaper
subscription
• LTEs allow you to
tell your story in a
very public way

3. © 2005, CARE USA. All rights reserved.
Page 3
How to Find a LTE
opportunity
Create a Google Alert
Make sure to include the topic you are looking for and the name of the
publication
You can customize to create daily or weekly alerts
Subscribe and read your daily
newspaper
Visit your local publication’s website
routinely
Get to know the reporter bylines

4. © 2005, CARE USA. All rights reserved.
Page 4
What goes inside a LTE?
Componen
ts of a LTE
Description
Length Most LTE’s are between 150 and 300 words. Check the
individual news outlets for exact length.
State the
news article
Be sure to state the news article that you are responding to.
Give a position on the article – Did you agree or disagree with
it?
State your
opinion
What is the problem that concerns you? What is your position?
Explain How this problem affects you or others, and explain what will
happen if something is/isn’t done?
Evidence Provide at least 1 piece of evidence for your assertion.
Cite CARE Be sure to cite CARE in the body of your letter. You can
mention a CARE example or that you’re a CARE advocate.
Signature Sign the letter. Provide your full name, mailing address, email
address and phone number

5. © 2005, CARE USA. All rights reserved.
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Tips and Tricks
Be timely. Hook your letter to something that’s
happening in the news.
Stick to the facts. Personal attacks on
policymakers are not effective.
Go local. You can go local in your analysis even
when the issue you’re tackling is national in
Scope.
Provide evidence and context. Don’t assume
your audience is familiar with the issue.
Tailor each letter to the outlet’s audience.
Do your research. Read letters in your target
publications on a regular basis to get a sense of
each outlet’s style and approach.
Follow up with the editorial board page. If you
submit a letter and it isn’t accepted, follow up once
with the editorial board page.

6. © 2005, CARE USA. All rights reserved.
Page 6
Op-eds vs. LTEs
Op-Eds
• More difficult to write;
about 650 to 1,000
words
• More difficult to place
because there is less
room for op-eds than
LTEs
• Requires editing by the
publication editor
• Requires a very
compelling personal
story or local hook for
successful placement
• Requires more follow up
with editors
LTEs
• Shorter pieces
• Easier to place
because there tends
to be more room,
especially if it runs
online
• Easier to write
• Usually doesn’t
require editing from
the publication

7. © 2005, CARE USA. All rights reserved.
Page 7
When a LTE doesn’t place…
Try again! Hang onto that letter and wait for another article to
run that relates to the letter. Since LTEs are pretty short, it’s not
a huge lift to revise it.
Look for community forums online. Sometimes community
forums allow readers to resister and post their opinions.
Try to find alternative outlets to place the LTE. Sometimes
publications get very picky about which LTEs to accept. Make
sure you’re exploring a variety of different publications in your
community and trying out different editors.

8. © 2005, CARE USA. All rights reserved.
Page 8
My LTE placed! What’s next?
Tell CARE
and we can
share with
our
networks
Share on
Social
Media
Share with
your
Member of
Congress

9. © 2005, CARE USA. All rights reserved.
Page 9
Success Stories

10. © 2005, CARE USA. All rights reserved.
Page 10
How Can Social Media Build a
Movement?

11. © 2005, CARE USA. All rights reserved.
Page 11
• 64% of Congressional senior managers think
Facebook is an important tool for understanding
constituents’ views and opinions.
• 42% said the same about Twitter
• Facebook deemed more important for
understanding constituents’ views and opinions
than form communications, online surveys and
polls and online town hall meetings
*Data from http://www.congressfoundation.org/news/press-releases/922-social-media-used-
extensively-by-congress
What’s the importance of social media in
a congressional office?

12. © 2005, CARE USA. All rights reserved.
Page 12*Data from http://www.congressfoundation.org/news/press-releases/922-social-media-used-extensively-by-
congress
What’s the importance of social media in
a congressional office?

13. © 2005, CARE USA. All rights reserved.
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Find your Member of Congress on Social
Media
• Look for the icons on
their official website
• Look for the blue check
on Twitter
• Use your best
judgment on Facebook

14. © 2005, CARE USA. All rights reserved.
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How Can You Start a Movement?
Let’s focus here• Social media is the #1 activity
on the web
• 68% of people will learn
more about a charity if they
see a friend posting about it on
social media
23% of Facebook users check
their account five or more
times every day
• 25% of smart phone owners
ages 18-44 can’t recall the last
time their phone wasn’t at their
side

15. © 2005, CARE USA. All rights reserved.
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Connect Educate
Call to
Action
Follow
up
How Can You Start a Movement?

16. © 2005, CARE USA. All rights reserved.
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Connect
• Ask questions
• Comment on other users’ content
• Share other users’ content
• Engage in meaningful conversation
• Prove you want to build a relationship, not a sounding
board

17. © 2005, CARE USA. All rights reserved.
Page 17
• Petitions http://www.care.org/get-
involved/advocacy/petitions
• Advocacy http://www.care.org/work/advocacy
• CARE Action Network http://www.care.org/get-
involved/advocacy/care-action-network
• Our work http://www.care.org/work
Educate – care.org

18. © 2005, CARE USA. All rights reserved.
Page 18
Educate – other tools
• Read your emails from CARE and follow us on social media
• Watch for important hashtags from CARE and others
• Watch keywords with Google Alerts and Hootsuite

19. © 2005, CARE USA. All rights reserved.
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Encourage Action – tell them EXACTLY what
you want them to do
41 Retweets 104 Signatures

20. © 2005, CARE USA. All rights reserved.
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Encourage Action – use current news
and events to frame your issue

21. © 2005, CARE USA. All rights reserved.
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Encourage Action – make it urgent…
even when it’s not

22. © 2005, CARE USA. All rights reserved.
Page 22
Encourage Action – Make it about
THEM

23. © 2005, CARE USA. All rights reserved.
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Follow up with your supporters…

24. © 2005, CARE USA. All rights reserved.
Page 24
…and Members of Congress
@MOC Thx for co-
sponsoring/signing/supporting/listeni
ng/meeting on behalf of @CARE
• Thank them when they co-
sponsor legislation
• Thank them for taking the time to
listen or meet with you
• Tag @CARE in your tweet, so it
will reach even more people!
Image courtesy of Stuart Miles/FreeDigitalPhotos.net