Media for CCL: Resources & Roles

Learn how CCL’s national Communications team supports your local media work, where to find media resources on Community, and what a volunteer “Media Manager” could do in your group.

Role of local media

Media is critically important. Ongoing positive media coverage will help build support for the Energy Innovation Act and the work of Citizens’ Climate Lobby. National media, like the New York Times, CNN, NPR, and so on, generally influence public opinion in a broad way. Local media, like your city newspapers and local TV stations, are more directly influential on members of Congress. Members need support from these outlets for their reelection campaigns, and local coverage helps them keep their finger on the pulse of their district or state. So one way we move the needle is by working to shape the narrative in those local outlets, to which members of Congress and their staffers pay close attention. While it’s tempting to want to focus your energy at the national level now that our bill is in Congress and our policy is getting more attention than ever, it’s really important to keep moving the conversation forward in your local media markets.

There are many different ways to engage with the media. If your chapter is big, you might already be doing a lot of these things. If your chapter is small, you might be feeling like you’re not sure where to start or don’t know what all those options are. CCL’s national communications team produces resources that can help guide you and support your activities. This training walks you through these resources to help make sure you know what national CCL provides for you and where you can find them.

Letters to the Editor (LTEs) 

• What it is: A short letter about an issue of concern from local readers (150-300 words)
• What national provides: CCL regularly shares LTE opportunities that are relevant for anywhere in the country.
• Where to find them: Weekly in the “Working with the Media” forum on CCL Community, and quarterly in the Action Sheet
• On your own: If your group has enough resources, you can scan your local newspaper for LTE opportunities which are highly relevant to your district or state. 
• Further CCL Training: Writing Effective Letters to the Editor

Op-eds

• What it is: Longer opinion pieces (600-700 words)
• What national provides: CCL national periodically sends out time-sensitive op-eds authored by staff. Sometimes these documents will offer a few spots for you to add local details and list yourself as a co-author.
• Where to find them: Op-Ed Templates in the Resources Directory and posted in the “Working with the Media” forum on CCL Community.
• On your own: If your group has enough resources, you can also write your own op-eds that are highly tailored to local perspectives and climate impacts.
• Further CCL Training: Opinion Columns (Op-Eds)

Editorial Packets

• What it is: A packet of info with background on CCL, the Energy Innovation Act, etc. These help editorial boards get up to speed enough to write an editorial. These can also be a good excuse to request an editorial board meeting.
• What national provides: Time-sensitive packets and an “evergreen” packet you can use at any time.
• Where to find them: On the Media Packets resource page.
• On your own: This is one resource we don’t recommend trying to create yourself, even if you do have lots of resources in your chapter. Sticking with what we provide will ensure that the messages and information are consistent. You can, however, have one or more folks in your chapter put energy toward building a relationship with an editorial board via emails, calls, meetings, and social media interaction. These packets can support that work.
• Further CCL Training: Meeting with Editorial Boards

Press Release Templates

• What it is: A press release alerts reporters (rather than opinion editors) about timely stories related to CCL and the bill. You can send press releases to TV and radio stations, too.
• What national gives you: Timely press release templates, often related to national D.C. events.
• Where to find them: On the Local Press Release Templates resource page.
• On your own:  You can use the template examples as a guide to create your own press release anytime you’re aware of something newsworthy for your chapter or MOC, such as:
  • Hosting a Climate Advocate Training, a state or regional conference, or other event
  • Your member of Congress cosponsors the bill, joins the Climate Solutions Caucus, speaks out on climate or carbon fees, etc.
• Further CCL Training: Drafting a Press Release

Media Manager Role

Your chapter can identify a Media Manager as a point of contact (or several) for your chapter. What does a Media Manager do?

• Anyone who wants to help out with media activities in their chapter can be designated as a “media manager.”
• This simply means that you will receive these media materials and opportunities (usually no more than one per month) right in your inbox, as well as occasional training tips and extra support from Steve Valk and Flannery Winchester.

• Note: We’re in the process of defining this role a little better (for example, we may split it up by print media and broadcast media), but if you’re interested in being in the loop, go ahead and talk to your Group Leader about getting signed up. If you want to be removed in the future, you can always do that.

Agenda and why media is important
(from beginning)

LTE Opportunities
(5:09)

Op-Ed Opportunities
(8:50)

Editorial Media Packets
(11:54)

Press Releases
(16:28)

Media Manager Role
(20:33)

• Flannery Winchester, CCL Communications Coordinator

Download PowerPoint or Google Slides presentation.

To skip ahead to a specific section go to the time indicated in parenthesis.

Agenda and why media is important
(from beginning)

LTE Opportunities
(5:09)

Op-Ed Opportunities
(8:50)

Editorial Media Packets
(11:54)

Press Releases
(16:28)

Media Manager Role
(20:33)

• Flannery Winchester, CCL Communications Coordinator

Click here to download or find the episode on CCL’s iTunes channel