Learning to work with your local and regional media is an important part of becoming a viable organization. The media — whether print, broadcast, or Internet-based — can reach far more people in a shorter time than any organization, regardless of its size, can hope to do. To be as effective as possible in your interaction with the media, and in turn gain as much coverage as you can, try looking at the world from the perspective of the working press and help them do their job.

Value of a Designated Media Person

Your organization may find it helpful to select one person to develop the contacts and build the needed relationships with your local media. Regardless of where you are located, there are numerous media organizations, from free weekly newspapers to the regional television outlets to AM and FM radio stations. Each of them has someone whose responsibility it is to cover local activities. Your media person needs to meet that individual.

Send this person any press releases or general advisories about things your group is doing, as well as personal invitations to attend your board meetings, tour your facility, or attend one of your events. You want to build a relationship, so when the media has a question, they will know exactly whom to contact. Likewise, when you have something you think is newsworthy, you will have the right person already in your directory.

Press Release Template

Making a press release template and storing it on the organization's computer will make the task of generating press releases easy, quick, and efficient. The template must be only one page and sent on letterhead. You can literally list Who, What, Where, When, and Why, and fill them in. Do a “save as” for the event or topic of the release and send it to every media outlet in your region. Before long, the media organizations will recognize your press releases and begin giving you necessary coverage.