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Tools and Resources

Media Outreach

Media attention is crucial for any individual or organization hoping to deliver an important message. Those working on animal protection efforts must continually seek out media attention in order to combat the massive media clout of groups who benefit from the exploitation of animals. Fortunately, recent years have seen an increasing amount of media attention paid to animal activists. We should all take advantage of this fact by utilizing the media when it serves our purposes.

Whether your goal as an activist is to expose the public to the horrors of factory farming with video documentaries, bring attention to a demonstration you are holding on behalf of animals, or spark interest in an article you have written about the suffering of farm animals, the media can be your greatest ally.

Airing Videos or Public Service Announcements on Public Access Cable Stations

WHY PUBLIC ACCESS?

As of 1976, most cable companies across the nation are required to provide public access programming channels to individuals and organizations that wish to air videos or produce their own shows on television. Such public access channels, which exist in most cities in the United States, offer animal activists the unique opportunity to educate the public on farmed animal issues for little or no cost. Studies have shown that the majority of households in the nation watch cable television. Those who watch public access stations tend to be very knowledgeable about community issues and politically active as well. See below to learn how to take advantage of the incredible resource cable public access represents.

TIPS TO GET A VIDEO AIRED ON PUBLIC ACCESS

• Call your local cable company to find out if public access airtime is available in your community. You likely must be a resident of the community in which you want to air your program. Usually, cable companies will not allow people from out of state or from another region to use public access; some cable companies, however, will provide airtime to non-residents for a small fee.
• To air a pre-produced video on public access, request the appropriate community programming agreement forms from the cable company and submit all necessary information on your video to station producers. Make sure to follow all guidelines on what can or cannot be aired on public access.
  - Tell the programming staff why the video you want to air is important and why it would be of value to the community.
  - You may be asked to describe in detail the content of the film, to provide an informational sheet on the film, and/or to send the video to programming staff for review.
  - Most public access stations will require you to sign a form that guarantees the material you are airing is not slanderous, obscene (as defined by the FCC), contrary to local, state, or federal laws, an unlawful use of copyrighted material, or intended as a solicitation of funds.
  - Remember to get permission from the producers of the video before airing it on public access.
• Pick a time-slot for the airing of your video when you feel it might be best received. Picture your target audience (whoever they may be) and try to air your video when they are tuned in.
• Publicize the airing of your video any way you can! Spread the word so that as many people as possible are impacted by your message.

Farm Sanctuary's video documentary, Life Behind Bars, is available to be aired on public access channels. Order a copy of Life Behind Bars. Download an informational sheet on the film or a promotional flier to personalize and post in your neighborhood.

Farm Sanctuary also has Public Service Announcements available to be aired on public access. Preview our selection of PSA's online and order a VHS copy from Farm Sanctuary.

Tips for Dealing with the Media

• Remember that the media is an excellent resource for animal activists.
• Whenever you are organizing public events, be prepared to have any and all moments of your get-together caught on film. Always maintain a degree of professionalism at your protests and rallies, and provide the media with striking visuals (photographs, signs, etc.) that will get your message across.
• When giving interviews, be knowledgeable on the subject you will be discussing. Anticipate questions you might be asked and prepare answers for these questions ahead of time. Do not assume that your audience is knowledgeable about animal issues. Use simple language and be brief. Carefully explain issues that the average American may not be aware of.
• Always try to establish a rapport with the media. Friendly, professional interactions with media personnel will help develop trusting relationships and hopefully lead to fair coverage for you or your organization in the future.
• Develop a library of media contacts. Keep contact information on file so that you will know who to get a hold of when you need press attention.

A wide array of factory farming video footage is available to the media for educational purposes from Farm Sanctuary upon request.

If you would like additional information, please e-mail activist@farmsanctuary.org or call 607-583-2225 ext. 229.

To get more involved in this and other activist projects, join Farm Sanctuary's Activist Network. Please click here to fill out our online Activist Questionnaire.