WASHINGTON–Congressional press secretaries–whose actual title is communications director–were all ears, and some were busily scribbling notes, at the media briefing here on reaching out to the Asian American Media.

            All 435 congressmen, and a third of the 100 senators, of the 110th U.S. Congress are up for reelection in the November 4 presidential elections. Getting the message across in diverse, multi-media and 24-hour news setting is crucial for both parties.

Some 25 staff, congressional fellows and guests listened to a three-member panel at the one-hour afternoon briefing. The briefing took place on June 17 in the U.S. Capitol.

Special Assistant to the Vice Chair of the Democratic Caucus Kimberly H. Jaworski organized the briefing. U.S. Rep. John B. Larson of Connecticut is the Vice Chairman. Kim said a similar briefing was held last year. Kim said of interest were myths about the Asian American media, translations and tips on better outreach.  

Jennie Ilustre writes freelance articles for this paper and has PR experience. She once wrote op-ed pieces, or opposite-editorial commentaries, and letters to the editors for Asian government officials that were published in The Washington Post, The Washington Times and Stars and Stripes.

            She outlined three tips. One, develop a friendly relationship based on trust with the editor and the political beat reporter. The editor decides on publishing press releases, and whether an event, photo or statement is worthy of Page One.

            Second, know the media deadlines. In this 24-7 (24 hours, 7 days a week) news cycle, there are print and online edition deadlines. There’s also an absolute deadline, or a window for late-breaking news. Third, think outside the press-release box. Think photo release, column item or a whole column, op-ed piece. A press release could also be just a two-paragraph statement on a current topic, such as the recent tragic China earthquake.     Joshua Lee, a veteran reporter of The Korea Times in this capital, addressed reaching out to newspapers printed in Asian languages. He suggested the audience know more about his paper: “It’s simple, just Google and type Korean Times.” He said he recently realized the growing influence of the Asian media. “In the last election cycle, candidates came to our office,” he said. “They knew that we are a channel to reach those vital in their areas.”

His paper has been expanding its readership base. Currently, its readers are mainly the older generation. But it recently resumed a project started two years ago to reach out to the English-speaking young generation of Koreans born or raised here. It has also expanded its base to include the Latino population.

            Toby Chaudhuri is director of communications for Campaign for America’s Future, based here. He was a political appointee to President Bill Clinton, and deputy press secretary to Al Gore’s 2000 presidential campaign. He helped effect historic anti-corruption reforms, directing strategic communications at Common Cause.

            Stressing there are constituencies currently hungry for messages, he told the audience to communicate: Know your message, and research the market. “We are at the teachable moment,” he began. He noted that at the forefront now is the party’s core “lunch bucket issues–these issues that really affect the constituencies.” Healthcare, energy and food price issues are “hitting across the board.” He pointed out, “Whatever vote we came in, we’re now all in the same boat.”

            In reaching out to the Asian American community, he said it was important to know “they get their information from national newspapers.” He also noted some Asian Americans read their ethic paper regularly. Asians are also a tight-knit group, engaging in conversations during weekends: “Folks talk peer-to-peer.” He said, “Tap other channels where messages travel pretty quickly,” and also to consider advertisements.