GUIDE TO USE OF LOCAL MEDIA

By Alex Hershaft, FARM

Local media provide a wide variety of options to communicate your message to millions. Print media (newspapers and magazines) offer news stories, feature articles, letters to the editor, and community bulletin boards. Broadcast media offer news stories, talk shows, and public service announcements. You provide them an opportunity to attract readers, listeners, and viewers with accounts of interesting events and controversial discussion topics. They provide you a chance to generate public airing and support of your issues. It's a win-win situation. Your challenge is to win their interest with the tools described below.

MEDIA ADVISORY (see enclosed sample):

TIMING: 2-3 days before and the day after your event

DISTRIBUTION: Hand deliver, fax, or mail to local papers and radio and TV stations. Call ahead to get names of appropriate editors and reporters and to alert them to the advisory.

FORMAT:

Single page, typed, 1-1/2 spaced
Organization stationery/logo: lends credibility
Date and contact information (name & phone): top left and right.
Headline: All caps, active verbs
Text: what, when, where, who, why in first paragraph, then provide background
Attachments: list on bottom of advisory

LETTER TO THE EDITOR (see enclosed sample):

TIMING: Ten days before your event or within two days after a pertinent local development.

DISTRIBUTION: Mail, fax, or e-mail. Check your paper for contact info.

FORMAT: Typed, 1-1/2-spaced. Three paragraphs in response to an article or announcement of your event (200 words maximum). Include name, address, and day and evening phones.

COMMUNITY BULLETIN BOARD:

TIMING: Two weeks before your event

DISTRIBUTION: Mail, fax, or e-mail to daily and weekly papers.

FORMAT: Varies. Call paper.

TALK SHOWS (see enclosed sample):

TIMING: 2-3 weeks before your event

DISTRIBUTION: Mail, fax, or e-mail. Check your radio and TV stations for producer names

FORMAT: Typed letter announcing availability of prominent local speakers for interviews.

FOLLOW-UP:

All media communications should be followed up by telephone and/or a personal visit, if feasible. All pertinent stories and programs should be followed up with congratulations or corrections.