Sharing your Story
One of the most effective ways for a larger audience to learn about your school, project or organization is to generate media coverage. Media coverage is only one part of a larger public education strategy, but it is critical because widespread coverage enables your “story” to reach a larger audience. The following information will guide you through the mechanics of receiving media coverage for your school, project or organization.
GETTING STARTED
In order to develop an effective plan for generating media coverage, it is useful to gather basic press information and keep organized records. You want to know basic information about TV stations, radio stations, daily newspapers and neighborhood newspapers.
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Addresses, phone numbers, fax numbers and email addresses of media outlets
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Name of assignment editor/s
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Name of reporters who cover neighborhood issues
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Name of news manager for TV stations
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Name of editors for newspapers
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Publication deadlines
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Largest neighborhood papers serving your area
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Size of newspaper circulation
WHAT ARE THE VARIOUS COMPONENTS OF MEDIA COVERAGE?
We often think of media coverage as getting quoted in a newspaper or a 10 second spot on the evening news broadcast. However, there are many sources of coverage within the areas of TV, newspapers and radio. Below is a partial list of diversified sources:
TV:
Press conference
Human interest stories
TV public affairs shows, local talk shows
Opportunistic media outreach ( i.e. being at a big event with some of your own materials)
Public event organized by your organization
Radio:
Press conference
Talk show guest
Public service announcements. Many stations allow non-profits free air time to publicize their upcoming event and/or meeting.
Call in on radio talk shows
Newspapers (including the Dailies and the Weeklies):
Press conference
Human interest stories
Guest opinion pieces on the editorial page
Letters to the editor
STANDARD MEDIA COVERAGE TECHNIQUES:
Here are standard tools necessary for generating media coverage:
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Media Advisory- Announces your event.
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Press Release- Supplies detailed information about your event, program, or organization
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News Conference- “Makes news" and alerts the media that your story deserves special attention.
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Public Service Announcement (PSA)- Announces an event or meeting or conveys a message of public interest. A radio PSA is a typewritten 15 or 30 second script that is read over the air by a radio disc jockey and a TV PSA is a professionally produced video that can be broadcasted on the air.
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Letter to the Editor/ Guest Opinion- Presents a point of view about an issue or as a response to some previously written story.
