The Messenger Is As Important As the Message

When you plan a news conference or any event or story that you would like covered by the media, remember that your spokespeople are as important as the reason you are holding the event. Often the media will cover an event because of the speakers. You will want to identify spokespeople who are well-known and respected in your community or individuals with particular expertise in the issue you are promoting. Be strategic in selecting your spokespeople.

• Medical topics, including the presentation of medical research findings, impressions from clinical practice, and medical advice are often most convincing when the information comes from a doctor, nurse, or other professional health care provider.
• Economic impact is often best explained by a published economist.
• A business leader might be the best spokesperson to explain the impact of a proposed policy on business.
• A person with a developmental disability who is active, productive, well known, and respected in your community can be an excellent spokesperson to talk about the importance of honoring those with disabilities and their contributions to their communities.
• A faith community leader can speak well about a variety of intergenerational and other issues affecting families with a member who has a developmental disability.

Remember, the right messenger can attract media coverage and strengthen the penetration, the reach, and the impact of an important message.