4.
Embrace the media
A major part of campaigning always involves broadcasting, but it comes into its own at election time. Local newspapers, radio stations and television channels are hungry for polls-related news, so seize the moment for yours. It’s a good moment to seize the narrative too. As all cycling advocates know, media coverage isn’t always all that flattering to cycling. Any suspicion of conflict between cyclists and others is a magnet for journalists and presenters who regularly blow it up out of all proportion or even invent it. But, with the media buzzing around for election news, cycling’s hot topic status gives it a useful toe in the door. So, shower local news desks with tales of your bike buddying rides for candidates, your hustings and stunts (see sections 1 - 3 above), put cycling in a good light, explain why decision-makers should encourage it and, at the same time, dispel all those downright myths. The following advice has been compiled over many years by Cycling UK’s communications team. The basics apply all year round and to all the material you want to shout about, but now that we’re in the run-up to May 2022, there’s no better time to go all out, embrace your local papers, radio and television, and inspire voters and candidates – your community – to understand and support the cause. We look at social media in particular in Section 5, and the skill of letter writing in Section 6.
15
