FRAMING THE ABORTION DEBARTE: Organizational Resources, Media Strategies, and Movement-Countermovement Dynamics

This study examines how ideologically opposed social movement organizations, the National Organization for Women (NOW) and Concerned Women for America (CWA), get media coverage during critical moments of the abortion debate. I analyze how organizational structure and identitate or constrain a social movement organization's ability to get mainstream media coverage. Specifically, I use the social movement framing literature to analyze how the organizations strategically construct media frames and packages in response to opposition, the tactics they use to get media coverage, and the relative success of each organization's efforts in mass media outlets. The analysis suggests that an organization's media strategy matters, but that organizational structure and organizational identity color these strategies.
One of the best ways to develop press relations is to know how a particular newspaper or broadcast station operates. Make friends with reporters or newscasters who are sympathetic to the issues. They can be strong allies. Remember, publicity means "information with news value" issued as a means of gaining public attention. recognition, understanding or support for a person, an organization, an institution or a cause.
National Organization for Women Records (Schlesinger Library, Radcliffe Institute at Harvard University)
Conservative groups did not understand media or its importance then ten years ago] as much as they do now. Now they understand that] media is the name of the game and whoever frames the issue wins the argument. Communications Director for Concerned Women for America