Consider this post the result of my taking a good idea [1] and running with it.

A letter writing campaign is more than writing the letter. Believe me, I know. While in college, I helped coordinate letter writing campaigns for Amnesty International. With AI, things are slightly easier because they refine a form letter for you. We printed the letters, learned about the causes (sometimes coupling them with presentations to the public), set up an outpost in a high traffic area, and we convinced people to read and to sign the letters. And that was merely one step for the letter signing activist and one step out of many for us.

So starting a letter writing campaign from scratch requires a little more work, unless there are websites who already have form letters. If you have a form letter, some of the work has been done for you. For the Imus situation, I understand that the National Organization for Women has taken up the massive hint [2] they should be involved in this matter where Imus publicly insulted black women. They have form letters to the station manager Chuck Bortnick (most direct superior of Imus), CBS Communications Director Karen Mateo (CBS Radio owns the station generally), and MSNBC Television (they hype the show like it's its favorite play cousin). Now, if you want to get someone fired, those three people are good people to try to convince, right? Yes...but in our money-driven corporate media, do you think the letters telling them to cease and desist will be enough? No doubt they play a role, but will they be enough?

The goal is to strike the corporations in the only area of its structure it tries desperately and transparently to preserve -- its profits. Imus stirs controversy, and the controversy stirs up attention and publicity for Imus, for his show, for the station, for its affiliates, and for the corporation itself. Negative media attention is still attention. It does not function as a deterrent. People -- politically conscious or otherwise -- will tune into this jerk out of curiosity to see if he's really as bad as people are making him out to be. If they think so, they'll listen out for when he messes up again because they feel it's too late to act. If they don't think so and they kind of like Imus, they'll listen because they don't know what those crazy oversensitive activists are ranting about now. So whatever you do, even if you don't write a letter about Imus, step away from WFAN radio, CBS radio stations, and MSNBC. Please?

There are three basic things you can do when you want to effect change in a medium -- contact the media corporation, superiors, and its sponsors; stir up attention in other markets to your efforts to change the medium; stop using that particular medium in protest.

Thing #1: Contacting the media corporation, superiors, and sponsors

1. Find out what happened in the event. Look at a few different accounts of what happened, if you have time. Gather some information. Generally, when something happens, there are a few agreed-upon facts that indicate something went wrong. Look at those facts and keep them in mind before you start writing.
2. Check around for form letters. Honestly, if you have a short amount of time, send off a form letter or two. But I think most people generally agree that the best letters are personalized -- the ones you spend time to write and to send. It lets the recipients know that this issue is important to you. Even if it takes a few minutes to compose your thoughts, it's worth composing them.
3. Choose your medium of letter writing wisely. In what way are you most comfortable writing or addressing someone? Telephone? E-mail? Snail mail? Do what works for you and the time you have. If you can't find the contact information for someone, chances are someone else has. Do a Google search and a little digging.
4. Check your tone. You're writing a letter to effect change, right? What happens when you're in an argument, and you start cursing people out with little substance? They generally get more defensive or they start ignoring you, right? Be respectful.
5. Identify briefly why you're writing, focusing on what prompted you to act. You're not prompted to act because you hate radio. You're not going to write because you like nappy hair. Granted, those things may feed into what made you upset about what Imus said -- but you have to be clear that you will not tolerate a radio personality spewing racist and misogynist insults on another person. It's not funny. And that leads to the next point.
6. Play your strengths. You are the listener. You are the media watcher. You are the consumer. Emphasize that. If you didn't find what happened particularly grabbing, stress that point as well. Tell them that as a member of their target market, you are not convinced, and write with certainty that you are not the only one who feels that way.
7. Tell them that you will gladly and easily take your business elsewhere. Even if you're not so glad and it ain't that easy. Stay respectful, though; don't forget #4. Let them know you do not have to patronize any business or to support any company that permits racism or sexism.

Thing #2: Stirring up attention

Tell people. The best way to pass around information to others is word of mouth. Tell your friends. If you blog, post about it on your blog. If you're motivated, contact your local news station. Get your friends to contact them too. Engage in conversations on outlets about it. Share news articles. Create a buzz around what happened in a substantial way. Get people involved. This is as easy and as hard as it sounds. It requires dedication on your part; but if you can get a few more people writing, discussing, and getting into motion, it's worth it.

Thing #3: Boycott

Boycotting is a powerful activist tool. If you're out of range of the place you're writing about, check out its corporate office and see what's near you. Don't patronize it. If you've got a list of sponsors, write to them and then stop using them. Go elsewhere. Direct your money, your attention, and your time elsewhere. Corporations don't like acquiring attention and not having the profits to go with it.

EDIT: Kai from Zuky [3] has a good suggestion for this particular "thing:"

[I]n addition to boycotts, I like promoting more progressive and/or socially-conscious alternatives; or least less offensive competitors. This way we not only discuss what things to avoid, but also what to look for; then it’s not just about principled self-denial but rather about finding better and better companies and products to get into.

In this particular case with Imus, find other news outlets and sports shows. Listen to different radio stations. Make a note of their sponsors, and take them off the list of options you consider when you shop or when you need a service. They're not the only companies out there. Shop around. You'd be surprised.

Not everyone does all three of these things, but activism is most powerful when you implement all three of them. So show some moxie and and do as much as you're able. There's only so much crap we can take, people. They claim that ordinary people control the market, we consume, we feed the corporate machines? Let's change courses. Let's stop consuming. Let's cut off the feeding source and see what happens.

If you would like more information about writing letters to protest the employment of Don Imus and Bernard McGuirk, please visit the round-up here [4] for information about where to write, news reports, and blog reactions.

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