The Democracy Center
California

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The Democracy Center works globally to advance social justice through investigation and reporting, training citizens in public advocacy, and leading international citizen campaigns.

EXCERPTED FROM "MEDIA"
"One Bucket of Manure - Two Dozen Cameras"

On a sunny Southern California morning in the autumn of 1988 a dump truck loaded with animal manure drove slowly up Wilshire Boulevard to the posh corporate offices of Farmers Insurance Inc. Farmers was one of several major insurance companies spending more than $55 million dollars (more than anyone in history) in a campaign to defeat Proposition 103, a renegade consumer initiative to roll back auto insurance rates.

Faced with a truckload of insurer cash against them, the backers of Proposition 103, "Voter Revolt," decided to bring Farmers a load of its own. Proposition 103 author Harvey Rosenfield scooped a pile of manure out of the truck and headed off to give a bucketful to Farmers' chief executive officer. Rosenfield's message - the insurance industry's avalanche of advertising was, "Just Plain Bull!" Every major television station and newspaper in the area turned out for the event, a "photo opportunity" just too good to miss.

With reporters in tow, Rosenfield was stopped at the door by a Farmers security guard. After a few minutes of gentle negotiation over whether Rosenfield and his manure would be allowed in the building, the guard finally agreed that he would deliver it himself, and the bucket was handed over. "It was the most cameras I ever saw at one time," says Rosenfield. The story and pictures made major news all over the state.

Nothing plays a more critical role in initiative politics than the media. Television, radio and newspapers are how voters get their information and how the media portrays an initiative will have everything to do with how people will cast their vote. Knowing how the media works and how campaigns can use it effectively is absolutely vital.

Likely Hooks for Initiative Coverage
    During the course of an initiative campaign there are four events that almost always produce opportunities for coverage. Campaigns should anticipate these opportunities and have a plan for exploiting them:

  • Announcing the Initiative. A campaign can make a formal announcement, either at the time it first files its language with the Attorney General or when it begins circulating petitions (or sometime in between). The amount of coverage that the announcement will receive depends on how controversial the measure is and how viable it looks. Again, prominent support, pledges of cash, or strong polling numbers are what usually define a campaign's "viability" for reporters.

  • Turning in Signatures. This is the first real media attention that most campaigns get, presuming that they have collected enough signatures to qualify for the ballot. A successful signature effort is a campaign's first demonstration that it is for real. Because signatures are turned in separately in each county, campaigns can use the handing in of signatures as a hook for an overall statewide press effort as well as coordinated local events for various media markets around the state.

  • The Release of Poll Results. At different points in the campaign, the results of major public opinion surveys are released - most notably those by the Field poll and the Los Angeles Times. These will include poll results about major ballot initiatives. If the numbers are favorable, either in terms of actual support or momentum in a campaign's direction, these releases are important opportunities for coverage. While the results are kept confidential beforehand, campaigns can usually find out when results will be released and prepare a media strategy to take advantage of them.

  • Campaign Finance Reports. Another regular campaign event that provides a hook for press coverage is the filing of campaign financial disclosure reports. This is especially important for campaigns up against big money. Campaigns can focus media attention on the big money being raised by the other side, to specific large contributors that are controversial (like the tobacco industry), or to large expenditures for advertising or consultants.

  • Release of a New Ad. In recent elections the release of new television and radio ads has become a major hook for media attention. This coverage usually focuses on campaigns that have the money to give their ads a wide airing. However, even campaigns planning to make a limited media buy can draw some press attention.1 Campaigns that have enough money to run ads should build in a "free media" strategy to announce them.

How Much Paid Media Costs
TELEVISION
Thirty Second Ad - Production $10,000 to $20,000
Thirty Second Ad - Evening News Los Angeles $10,000
Bay Area $6,500
Thirty Second Ad - Prime Time Los Angeles $20,000
Bay Area $13,000
RADIO
Sixty Second Ad - Production $1,000 to $2,000
Sixty Second Ad - Drive Time Los Angeles $1,000
Bay Area $600
NEWSPAPER
Full Page Ad L.A. Times $70,000
S.F. Chronicle $42,000
Source: McElroy Communications.

"Poll stories and money stories are the one guarantee of coverage that you get."
-Sabin Russell, reporter for the San Francisco Chronicle.

MEDIA MEATLOAF

  1. Establish solid relationships early-on with the reporters assigned to cover the campaign for the major daily newspapers.

  2. Anticipate the campaign events that will trigger news coverage and have a plan for how to exploit them.

  3. Make sure that the "proactive" media activities of the campaign fit the mold of what reporters usually consider newsworthy.

  4. Develop a "paid media" plan that matches your budget, relying on TV only if the campaign will have at least $1 million to spend.