One of the most efficient and cost-effective ways to reach a large audience is through "earned media." Earned media is positive news coverage that you actively work to get. By creating newsworthy stories or events and offering the stories to news outlets in your area, you can generate effective media coverage that targets specific audiences with your specific message. Here are some tips to maximize your potential news media coverage.
Media Lists
If your goal is to inform the public about a particular transportation safety issue, you will need to convince reporters that your story is newsworthy. Most editors and reporters prefer to be contacted in writing first (either by mail or fax), so developing a list of contacts is critical. A computer database program can help you keep track. Begin by focusing on the three traditional media — newspapers, television and radio. (See chart below.)
Once you have created this rough list, you can look up names and addresses in reference books in the library or use a phone book. If you do not have access to specific media directories (Burrelle’s, Bacon’s and Hudson’s are three popular versions), you can call the main telephone number of each outlet and ask for the name of the person who covers the beat or for the News Desk. Be sure to get direct telephone and fax numbers.
Media Materials
Attached you will find a table that breaks down the most widely used press materials. As you are drafting these documents, keep in mind that what makes news is what interests people — how national and local events affect the community; new, safer ways of doing things; what makes the world more colorful. Doing so will not only make the reporter’s life easier, it will make your life easier in the long run.
Pitch Calls
The media are under constant pressure to produce. News, radio and TV reporters compete to get the most interesting story and best quotes. After you have presented your information in a written form (media advisory or news release), you need to make a pitch call. Pitch calls are intended to remind reporters about your story. Don’t just call to say, "Did you get my fax?" (reporters hate that), instead have a 5-10 second persuasive pitch ready and rehearsed. Newsrooms are busy places full of potential stories. Make sure your written and verbal communications stand out. As a matter of courtesy, however, never call news rooms immediately prior to a broadcast or after 3 p.m. when most reporters are rushing to meet deadlines.
| Medium |
Starting Point |
Contact Person |
| Newspapers |
List newspapers in your area. Don’t forget weekly newspapers. Often, these community papers are a great way to reach the public. |
1. Reporters who cover your "beat" or topic (for highway safety issues, beats may include transportation, health, children’s issues, business or metro/city desk).
2. Calendar editors for events listings.
3. Assignment editors for news conferences.
|
| Television |
List the local ABC, CBS, NBC affiliates.
Do the local affiliates for FOX, UPN, Univision or Telemundo have news segments? Do you have a local all-news cable channel? |
Assignment Editor |
| Radio |
Identify the news, talk and public affairs stations in your area. |
News Director or Program Director |
News Event versus Paper Release
At some point, you will need to decide whether your activity or information merits holding a news conference as opposed to simply faxing a press release to your news list and following up with pitch calls. Consider other potential stories on that day that may compete with your news, potential visuals as a backdrop for your event, and even day of the week for the event/release (mid-week is best). Each will affect your coverage. Key your event to a specific "news peg" such the Fourth of July Impaired Driving Mobilization or Walk Our Children to School Day. Try calling your local paper or station and inquiring if there are other potential news conflicts.
The Most Widely Used Media Materials
| Media Document |
Purpose & Description |
Send to |
Length |
Due to the Press |
Pitch |
| Talking Points |
To have your key message points in one place. Key facts you want to push in any story only or interview. Also will be used repeatedly in all media materials. |
Use for your internal purposes |
3 principal points; 2-4 secondary points |
No, use for your internal purposes only |
No |
| Drop-in Article (a.k.a. Matte Article) |
To publish your views in newspapers (most often used by weekly community papers). Usually is an "evergreen story" not tied to specific date. |
Weekly newspaper editor |
500-700 words max. |
At least one month prior to activities |
No |
| Op-ed |
To express your opinions on issues or policies. Good way to explain complicated issues. |
Op-ed editor at daily or weekly newspapers |
750 words max. |
10 days or more before activities |
Follow-up only |
| Media Advisory |
To notify the media about your activities. Provide the "who, what, when, where, how, and why" of activities and provide just enough information to entice the media to attend/cover. |
Daybook editors of wire services (and some newspapers); newspaper beat reporters and assignment editors; TV assignment editors; radio news directors or program directors. |
1 page max. |
5-7 days prior to activities and again 2-3 days before |
Definitely |
| News Release |
To summarize and present your activities. Helps frame your messages. Provides journalists with background information, facts and quotations from spokespeople. Key component of press packet. |
Newspaper beat reporters; TV assignment editors; radio news director or program director. |
2 pages max. |
Day of activities (issued in only press kit, sent to others not attending) |
Follow-up only |
| Letter to Editor |
To respond, either positively or negatively, to a previously published article on an issue of importance. Good way to offer views without writing op-ed. |
Editor at paper or letters editor of large daily. |
100-300 words |
No longer than three days after original story appeared |
Follow-up only |
