Media Outreach Packet Sexual Assault Awareness Month 2019 TABLE OF CONTENTS Target audiences 3 Key messages/talking points 3 News hooks 4 Media outreach 101 5 Tips for talking to reporters 5 General media relations dos and don’ts 6 Additional media relations tactics 6 Sample press release 8 Sample e-blast text 9 References 10 The National Sexual Violence Resource Center (NSVRC) is pleased to offer state coalitions, community rape crisis centers, and other interested parties assistance in promoting the 2019 Sexual Assault Awareness Month (SAAM) campaign. This year’s theme, “I Ask,” will champion the power of asking — whether it be asking to hold someone’s hand, for permission to share personal information with others, or if a partner is interested in sex. I Ask is the statement by which individuals will demonstrate that asking for consent is a healthy, normal, and necessary part of everyday interactions. I Ask is the statement by which we will uplift the importance of consent and transform it from being prescriptive to empowering. Advocates, educators, and state coalitions do critical work on the ground every day, communicating the importance of consent, offering services to sexual violence survivors, managing efforts to advocate and change policy, and cultivating and strengthening relationships with media and other key stakeholders. NSVRC supports and encourages the diverse ways that the field commemorates SAAM. Therefore, this media toolkit is intended to serve as a resource for you to utilize and tailor to bolster your individual unique efforts in support of the broader SAAM campaign and the importance of affirmative consent. We hope these tools will help you engage reporters and garner media interest throughout SAAM 2019 to raise awareness about consent and promote sexual violence prevention. NSVRC is always available to provide additional support as needed, including coordinating communications outreach. We look forward to hearing about your efforts throughout the month. AUDIENCES TO ENGAGE As noted in the overview, this year’s theme, “I Ask,” provides a great opportunity to empower all of us to put consent into practice. The issue has reached heightened awareness post #MeToo, and more and more people are wondering how they can make a difference. Since understanding of consent can vary widely across different communities, there are some key audiences whom it is particularly important to reach with SAAM’s messages about consent and should serve as a focus for media outreach efforts: Emerging adults are at an age where learning positive norms around consent is crucial, and they play an important role in holding their peers accountable for normalizing sexual violence. How can we encourage teens and young adults to be good bystanders and practice consent in everyday situations? Youth should never be forced without consent to show physical affection to an adult, even if they’re a relative or family friend. How can we teach kids that it is okay to speak honestly and openly about their personal boundaries? Parents play an important role in teaching their kids about consent, healthy relationships, and communication. How can parents teach kids that the choices they make about their bodies, and the consent they choose to give or not give, deserve to be respected? KEY MESSAGES/TALKING POINTS To foster a shared understanding of sexual violence and prevention, it is important that advocates, educators, and state coalitions use consistent communications around SAAM. The following suggested talking points are intended to aid your organization in driving these conversations. About SAAM 2019 In the United States, April is Sexual Assault Awareness Month (SAAM). The goal of SAAM is to raise public awareness about sexual violence and educate communities on how to prevent it. This year, SAAM is celebrating its 18th anniversary with the theme “I Ask” to empower everyone to put consent into practice. As individuals share the message of the campaign throughout their communities and online, they’ll demonstrate the importance of consent and set an example for their partners, friends, and loved ones. Our words and actions shape the world around us. Whether you are speaking out against “locker room talk” or helping someone better understand these issues, your voice is powerful and necessary in preventing sexual violence, misconduct, and abuse. We know that one month isn’t enough to solve the serious and widespread issue of sexual violence. However, the attention April generates is an opportunity to energize and expand prevention efforts throughout the year. About Consent Asking for consent is a healthy, normal, and necessary part of everyday interactions. Consent is about always choosing to respect the personal and emotional boundaries of others. It’s important for individuals to think about how their actions might make others feel and ask questions if they don’t know. When an individual wants to get close to someone — whether it’s someone they’re hooking up with for the first time or a partner in a committed relationship — it’s important to know how to ask for consent. All of us can practice consent in our lives by asking permission before assuming and showing respect for others’ choices. When it comes to sex, it’s important that everyone is on the same page, and the best way to do that is by being direct and asking. About Sexual Violence + Prevention Sexual assault is a serious and widespread problem. Nearly 1 in 5 women in the United States have experienced rape or attempted rape some time in their lives, and 1 in 67 American men have experienced rape or attempted rape (Smith et al., 2017). The majority of sexual assaults, an estimated 63%, are never reported to the police (Rennison, 2002). Despite misconceptions, the prevalence of false reporting for sexual assault crimes is low — between two percent and 10 percent (Lisak et al., 2010). The good news is that prevention is possible and it’s happening. Individuals, communities, and the private sector are already successfully combatting the risk of sexual harassment, misconduct, and abuse through conversations, programs, policies, and research-based tools that promote safety, respect, and equality. For more information, refer to NSVRC’s SAAM resources and fact sheets, including “I Ask for Consent” and “Understanding Sexual Violence.” NEWS HOOKS Need help in generating media interest during SAAM? Outlined below are a few ideas that could pique the media’s interest. Highlight steps or policies that your organization and others have taken to champion the power of asking — whether it be asking to hold someone’s hand, for permission to share personal information with others, or if a partner is interested in sex. This would be particularly interesting if there is data to support that the policies and actions helped improve your community’s sense of safety. Identify local partners that could work with your facility to support prevention efforts and the roles we all play, including youth organizations and schools and universities. Work collaboratively to identify appropriate events and activities to cross-promote or collaborate to create an event focused on SAAM and invite media to attend. Reporters often respond to story ideas with a human interest angle. Consider offering the media an interview with an advocate, survivor, or field worker with an interesting story to tell. Offer to share the NSVRC fact sheets (I Ask for Consent, I Ask for Digital Consent, I Ask How to Teach Consent Early, I Ask How Power Impacts Consent, Understanding Sexual Violence, Everyday Consent) and the Learn The Facts About Sexual Assault infographic to provide further background on the complexities of consent and steps their readers can take to prevent sexual violence. MEDIA OUTREACH 101 SAAM presents an ideal opportunity to raise awareness around sexual violence-related issues, promote local prevention activities, and showcase how your organization is providing necessary support and resources to victims of sexual assault and their families. This not only offers reporters a more comprehensive picture of this complex issue, but also provides tangible examples for them to include in their stories. Below are step-by-step suggestions for how to connect and generate interest with media in your area. Identify local outlets – An initial scan of your local media outlets is important in identifying your target list of reporters. Ask yourself: Who am I trying to reach? What local media outlets do they read or visit online? What are the local broadcast news affiliates, daily newspapers, blogs, and magazines? Build a targeted press list Build a press list including contact information for each outlet and the reporter(s) you plan to contact. You can use a media service that provides contact information with a subscription, scan the outlet’s website for info, or contact the news station or publication for the email and phone number of the reporter you wish to reach. Search for relevant stories at each outlet and target reporters who write on relevant topics. Deliver your news Write an email pitch – Some rules of thumb include personalizing as much as possible by referencing a reporter’s relevant past stories; keeping it brief and to-the-point; and mentioning that you have images, experts to comment, etc. Draft and distribute your press release - Craft a press release about your SAAM initiative and share the release with reporters on your media list. A sample press release is included in the addendum of this packet. Follow up – Following up is very important because reporters are inundated with email, making it easy for news to get lost in the shuffle. The best way to reach a reporter is usually on the phone or with a second email. After multiple attempts at getting in touch with a reporter, try a new contact at the same outlet. TIPS FOR TALKING TO REPORTERS You’ve done the outreach and have a reporter’s attention. Remember these tips as you speak with the media: Stay on message. Know what you want to say ahead of the conversation so that you can guide the discussion the way you want. Have specific examples of why this issue impacts everyone. Keep your talking points in mind to keep a consistent core message. Have two to three credible, strong, and appealing messages you commit to getting across no matter where the reporter takes the questions. Keep it simple. Think of your responses in sound bites. Assume your audience is not an “expert.” Be positive — commit that 95% of what you say will be about your value, vision, and plans and not about criticizing opponents or their criticisms of your organization. Remember that it is a two-way conversation, and you do not have to answer anything you don’t feel comfortable discussing. Get what you want out of the interview, not just what the reporter wants, by delivering your message in every interview, to every question, every time. Pivot responses so as to answer the questions you want to be asked. Prepare for the most dreaded questions — they could be asked. Be responsive and respectful so they’re willing to work with you in the future. Follow up to make sure they got all the information they needed, and offer further information if relevant. Don’t get thrown off — stick to a measured tone and remember to return to positive, value-based messages. Know what you don’t know — it’s okay not to answer every question. General Media Relations Dos and Don'ts Do Target messages to specific audiences Be proactive and stay ahead of the conversation Share your state’s messaging about sexual assault awareness and prevention with all staff to encourage consistent messaging, as staff may engage with different external stakeholders Don't Wait until your important work is finished to inform stakeholders (i.e., local government officials, college students, faculty and/or staff, etc.) about it — instead, get broad input along the way to ensure everyone is aware of the SAAM strategy Forget that communication is a two-way street and only respond when media or stakeholders contact you — instead, be the first to engage and follow up; also be proactive in soliciting external stakeholder validation Assume that because it’s on your website, people know about it — instead, share your messaging and events across a variety of platforms ADDITIONAL MEDIA RELATIONS TACTICS In addition to direct outreach to reporters, outlined below are additional ways you can engage with media: Letters to the Editor Submitting a letter to the editor to a local newspaper or media outlet is an opportunity to share your message with a wide audience in response to recent coverage of sexual violence. These letters should be drafted to achieve the following: Highlight the resources and support offered by your organization, Promote awareness of and participation in SAAM, Inform your community of an upcoming local SAAM event, and/or Make a point that was omitted or correct misstated information from a news story, editorial, or another letter to the editor. To increase your chances of getting published: Follow suggested messaging to highlight the importance of awareness and prevention and to provide accessible examples of intervention (directly or via a third party). It is important to underscore that the letter is being written by someone in the field, who knows first-hand the significance of the issue. Email your letter in the body of an email to the appropriate outlet contact. Include “Letter re: [your topic or article name]” in email subject line. Once published, further leverage supporting messaging by encouraging local stakeholders to post links to the letter on owned media platforms such as Twitter or Facebook. News Article Comments Commenting directly on a local news article is an opportunity to further drive SAAM messaging. Submitting online comments can promote SAAM by emphasizing the benefits of awareness, reminding the public that prevention is possible and of the roles we all play, and offering resource materials. Comments also provide the opportunity to make a point that was omitted and/or correct misstated information in the original story. Some tips for engaging in the comments include: Underscore that the comment is being written by someone in the field, who knows first-hand the significance of the issue. Keep comments clear and brief, and do not engage in a back and forth with opposing viewpoints Emphasize why sexual assault awareness is important and how local influencers and new voices can make an impact. Social Media Sharing Once a story is published about your SAAM initiative or quotes or mentions your organization, feel free to share it far and wide via your social media channels. Tag the reporter and/or outlet in the post and ensure your networks see the great work you are doing to prevent sexual violence. Learn more about how to leverage social media in your efforts. E-Blast to Drive Engagement While not a direct media engagement tactic, e-blasts are a great way to energize your supporters about SAAM and show how they can participate. The more involvement from the community, the greater story you will have to tell the media about your SAAM efforts. A sample e-blast is included in the addendum of this packet. SAMPLE PRESS RELEASE Press Contact Name Organization Name Email, Phone Number PRESS RELEASE: FOR IMMEDIATE RELEASE [INSERT ORG NAME] Kicks Off Sexual Assault Awareness Month As part of the national 2019 “I Ask” Campaign [INSERT ORG NAME] joins the National Sexual Violence Resource Center in empowering individuals to practice consent every day [CITY, STATE] — [DATE] This April, [INSERT ORGANIZATION] will [engage/collaborate with/bring together] the broader community as part of its annual Sexual Assault Awareness Month (SAAM) campaign. This year’s theme, “I Ask” builds on the idea that consent is a healthy, normal, and necessary part of everyday interactions. “I Ask” will champion the power of asking — whether it be asking to hold someone’s hand, for permission to share personal information with others, or if a partner is interested in sex. It will also highlight the importance of listening to and accepting the answer without pressuring someone to change their mind. During Sexual Assault Awareness Month, [INSERT ORG NAME] will bring the theme of “I Ask” to life by [Insert a few sentences describing key activities planned in your community, such as events, grants, community outreach, etc.]. [Insert QUOTE from your organization’s leadership about what you hope to achieve/how you hope to make an impact as part of your SAAM efforts. Consider commenting on the fact that we all have a role to play in the prevention of sexual assault, and how that ties into this year’s theme. Feel free to use the talking points included in this packet to shape your message] Beyond SAAM activities this April, [INSERT ORG NAME] leads a wide range of initiatives to prevent sexual assault. These include [insert information on relevant programs and activities]. SAAM is organized nationally by the National Sexual Violence Resource Center. ABOUT [INSERT ORG NAME] [Insert boilerplate language about your organization, including your website] ABOUT THE SAAM CAMPAIGN Launched in April 2001 by the National Sexual Violence Resource Center (NSVRC), Sexual Assault Awareness Month is an annual awareness and prevention campaign observed in April and is coordinated each year with assistance from anti-sexual assault organizations throughout the United States. For more information on this year’s national campaign, visit www.nsvrc.org/saam. SAMPLE E-BLAST TEXT Mark your calendars! April is Sexual Assault Awareness Month (SAAM) and this year’s campaign theme is “I Ask.” Our words shape the world around us. How we talk about sexual violence matters. When we reflect on and change how we think and talk about consent and sexual violence, we can create a culture of respect, equality, and safety. Asking for consent is a healthy, normal, and necessary part of everyday interactions, and it’s important for individuals to think about how their actions might make others feel and ask questions if they don’t know. Here’s how you can engage in SAAM throughout the month: [insert details about relevant local activities, social media, etc.]. For more information about the 2019 SAAM campaign and to spread the word, visit www.nsvrc.org/saam. [Or insert your own URL] REFERENCES Lisak, D., Gardinier, L., Nicksa, S. C., & Cote, A. M. (2010). False allegations of sexual assault: An analysis of ten years of reported cases. Violence Against Women, 16, 1318-1334. doi:10.1177/1077801210387747 Smith, S. G., Chen, J., Basile, K. C., Gilbert, L. K., Merrick, M. T., Patel, N., … Jain, A. (2017). The National Intimate Partner and Sexual Violence Survey (NISVS): 2010-2012 state report. Retrieved from the Centers for Disease Control and Prevention, National Center for Injury Prevention and Control: https://www.cdc.gov/violenceprevention/pdf/NISVS-StateReportBook.pdf Rennison, C. A. (2002). Rape and sexual assault: Reporting to police and medical attention, 1992-2000 (NCJ 194530). Retrieved from the U.S. Department of Justice, Office of Justice Programs, Bureau of Justice Statistics: https://www.bjs.gov/content/pub/pdf/rsarp00.pdf www.nsvrc.org/saam #SAAM #IAsk © 2019 National Sexual Violence Resource Center. All rights reserved.