Getting others to spread the message (earned media)

By actively working with the media, you have greater influence on the types of messages they carry. 

People’s likelihood to register will be affected by the messages they hear in the press and news. Media relations activity provides an opportunity to get your message on the news agenda and raise the profile of your work. 

You may not be able to control public opinion, but you can supply messages that are more likely to reassure people and reduce negative coverage that could deter people from registering. 

Suggested activity may include:

• issuing press releases ahead of key events, such as at the start of the annual canvass 
• giving interviews for radio and television
• holding publicity-generating events