On September 18, 2025, at 3 p.m. EST, criminal justice reform advocates gathered virtually for an essential webinar hosted by the Prison Policy Initiative in collaboration with the Center for Just Journalism. Titled “Taking the Lede: How Advocates Can Shape News Coverage of the Criminal Legal System,” the session offered practical strategies for advocacy organizations seeking to influence the way journalists report on issues in the criminal legal system.
The webinar featured Wanda Bertram of the Prison Policy Initiative and Hannah Riley of the Center for Just Journalism, both of whom brought years of experience at the intersection of policy, media, and public engagement. Their guidance aimed to empower smaller advocacy groups, often operating with limited staff and resources, to communicate effectively and strategically with journalists.
Why Media Engagement Matters for Criminal Legal Reform
Media coverage can make or break public understanding of criminal legal issues, from prison reform to sentencing policies. Advocates who are able to frame their issues clearly and persuasively increase the likelihood that reporters will cover them accurately and prominently.
The “Taking the Lede” webinar emphasized that strategic media engagement is not just about getting attention—it’s about shaping the narrative around criminal justice reform, ensuring that stories highlight systemic issues rather than isolated incidents.
As Bertram noted, understanding how journalists work, what makes a story compelling, and how to communicate complex policy issues in digestible ways are crucial skills for advocates. Riley added that building ongoing relationships with reporters is often more effective than one-off media pitches, creating opportunities for consistent coverage and public awareness over time.
For advocates looking for deeper insights into prison policy, sentencing reform, and systemic issues within the justice system, additional resources are available at Sustainable Action Now’s private prisons coverage.
Key Takeaways from the Webinar
The webinar covered several actionable strategies for advocacy organizations, including:
- Navigating the Contemporary Media Landscape
- Understanding the constraints and priorities of modern newsrooms.
- Identifying which journalists are most likely to cover criminal justice issues.
- Leveraging social media and digital outlets to amplify messages.
- Building Strategic Relationships with Reporters
- Developing trust through informal conversations, interviews, and background briefings.
- Maintaining ongoing communication rather than only reaching out when urgent coverage is needed.
- Providing reliable data, stories, and sources that make journalists’ jobs easier.
- Effective Pitches and Story Framing
- Writing clear, compelling pitches that highlight the newsworthiness of an issue.
- Framing complex policies in ways that resonate with the public.
- Using human stories alongside policy analysis to create emotional and factual impact.
- Maximizing Limited Resources
- Tailoring media strategies for small organizations with constrained staffing and budgets.
- Focusing on high-impact media engagement rather than broad, unfocused outreach.
The webinar was designed with small advocacy organizations in mind, providing practical guidance to help them use media strategically, elevate their message, and influence the news cycle without overextending limited staff capacity.
Why This Matters for Reform Advocates
Criminal justice reform is a complex and often contentious field, with public opinion heavily influenced by media narratives. By learning to take the lede—to proactively frame issues, share compelling stories, and build reporter relationships—advocates can shift coverage toward systemic solutions rather than surface-level reporting.
This skill set is particularly important in areas like private prisons, sentencing reform, and prison conditions, where misrepresentation or lack of coverage can significantly impact policy decisions and public awareness. Proper media engagement ensures that critical issues remain visible, accurately reported, and understood in their full context.
The “Taking the Lede” webinar represents a crucial step for small and mid-sized advocacy organizations seeking to influence public discourse on the criminal legal system. By providing actionable strategies for navigating the media landscape, building relationships with journalists, and crafting compelling pitches, the session equips advocates to amplify their impact and drive meaningful reform.
For further resources and reporting on criminal justice reform, including issues related to private prisons, sentencing, and incarceration policy, visit Sustainable Action Now.
