Jain Spirit 2003 12 No 17

Author(s): Jain Spirit UK
Publisher: UK Young Jains

Page 28

FEATURES
UNC GETTING DHARMA EX INTO THE NEWS
Ingrid Newkirk gives practical advice on how to place Jainism onto the media
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Whence
THAT IF WE COULD START ENLIGHTENING countless people by sharing spiritual values with them? Where there's a will-and a news anglethere's a way! Since we are encouraged to spread right thinking and knowledge through action, I have a suggestion. By persuading the media to report on stories about what is happening in the Jain community and in Jain families, you can give others, who weren't raised as Jains or may never even have heard about Jainism, a chance to open their eyes, minds and hearts to the wisdom we often take for granted.
In a world where scandal and violence dominate the headlines, a slice of Jainism will be as welcome to the jaded listener/reader as a slice of sweet banana pie to a person fed a diet of only bitter fruits. I can guarantee that most Westerners have no idea that Lord Mahavir's teachings are over 2500 years old, that this is one of the oldest religions in the world or that the first law of Jainism is to do no harm to living beings. What, they'll say, not even gnats?
To take a story and make it news, the media need a 'hook'. You will have to look no further than your own temple or family for a news-worthy event. It can be as simple as the celebration of a religious festival or the arrival of a well-known figure. What special holidays are coming up... say Diwali? What celebrations are you about to enjoy a wedding for example? Is a revered monk like Gurudev Chitrabhanuji coming to give a talk? What special meals are in the works?
Next time you read the paper and notice the news hooks used for cultural or religious events, adapt them to fit, e.g. "7th October marks pooja for Jains around the world, and here in Des Moines the Shah family of Little Rock Road will be celebrating by...." Or, "Last week, Nita Jain was travelling in a dusty train from Bihar, India. This coming Friday, she will be surrounded by dozens of relatives gathering in Baltimore at a vegetarian wedding feast that will feature over 50 traditional dishes." Whether Jains are helping fund a building at a wildlife rehabilitation centre or preparing vegetarian meals for a homeless shelter, heartwarming actions should be publicised not to blow one's own horn but to educate people as to what Jainism stands for. For the media, these are opportunities to show a diverse community where good works flourish. A little effort to engage the press will bring the blessings of Jain life to the public and advance the cause of ahimsa. Here are some tips on how to spread the word. Here's to seeing you in the news!
Jain Spirit December 2003 February 2004
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HOW TO TURN YOUR STORIES INTO EVERYONE'S NEWS
1. Write a news release:
• Write a news release in the style of a news article. Use the third person and be objective.
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• Keep it short. One page or even a few paragraphs work best.
• Write a concise, catchy headline that summarises the story. It should be written like a real newspaper headline, using active verbs.
Use the 'inverted pyramid' style: put the most important facts in the first paragraph and supporting information in descending order, so that the least important information is
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Never editorialise. Use quotations to express opinions and identify the source of the quote.
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If you have an interesting, relevant photo, include it. Proofread the release carefully and check your facts. If you do make a mistake- especially in the time or location of an event - be sure to call those to
whom you sent the release.
The time you tell the media should be the ideal time for them to see your event. If your event starts at 11:00 a.m., tell the media it's a little later so they don't arrive to find people still getting organised. Finishing touches:
• Put "NEWS RELEASE" at the top of the page.
List the name and number of the contact person in the upper right corner. Include both daytime and evening numbers to ensure that someone can always be reached. Type the date in the upper left corner. Put "FOR IMMEDIATE RELEASE" above the date. If you have enclosed photos, note that there.
• The headline should be centred, underlined and typed in capital letters.
Leave wide margins for reporters' and editors' notes.
Type all releases double-spaced using capital and lowercase letters (not all capitals).
At the end of the release, centre any one of these closings: "-30-," "#," or "Ends."
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The first paragraph should answer the five W's: who, what, where, when and why.
The final paragraph should describe your group and reinforce your message, with a quotation from your spokesperson.
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