Communicating effectively with the media

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Abstract

This excerpt from Sharing Your National Service Story: A Guide to Working with the Media provides suggestions for effective public communication to help a national service program recruit, reach potential funding sources, educate the public, and promote the activities of the program.

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Issue

The success of national service programs often depends on effective communication with community leaders, governmental officials, and the general public.

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Action

What is news?

Several characteristics make information newsworthy. Reporters and editors respond best to timely news stories and ideas that include:

  • Local interest. You always have a better chance of making the news if your story is based in the community, centered on a local program or individual.
  • Widespread appeal. Stories that involve a topic currently in the news, or a common human characteristic (courage, triumph over adversity, and so forth) shown in a new way.
  • Well-known people. Recognizable names attract media attention.
  • A local angle to a national story. State and local reporters like using a "hook" to illustrate the significance of a national story to their audience.

Developing a Media Plan

Drafting a sound media plan each year will help you prepare for media attention, while conducting a proactive media outreach. The plan should be flexible so you can accommodate unforeseen news and should address three basic questions: what are your public relations goals, what are your resources, and what is your timeline.

What are your public relations goals?

Determining your goals will enable you to focus your efforts and stay on track.

  • Who are your audiences?
  • Are you trying to recruit new members?
  • Are you trying to increase awareness of your program?
  • Are you trying to build private support for your program?

What are your resources?

Determining the resources you have available for media efforts will help you set realistic goals.

  • What materials and tools do you already have that will help you carry out a successful media strategy?
  • What staff are available to help you carry out your media plan?
  • How much time can staff devote to media-related activities?
  • What is your estimated budget for media relations?
  • Can your partner organizations provide assistance or resources?

What is your timeline?

Determining your time, opportunities, and limitations will enable you to organize and prioritize media plans.

  • Are there specific projects you'll be working on at a certain time that you'd like to promote?
  • Are there studies or results that will be released at a certain time that you'd like to promote?
  • Your timeline should include a plan for participating in events that all national service programs should take part in, such as Opening Day, Make a Difference Day, Martin Luther King Jr., Day, National Volunteer Week, and graduation/closing ceremonies.

Press releases

A press release is a succinct account of your story (usually one page) and should be written as a news article following the "5 W's and H" format. That is, the who, what, where, why, and how of the story. Press releases usually publicize an event or program, announce upcoming activities or a new initiative, or report relevant news. Newspaper editors often use portions of press releases in their stories.

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Context

The media — newspapers, magazines, radio, and television — can be a program's most effective communication link.

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Citation

Sharing Your National Service Story: A Guide to Working with the Media. Produced by the Office of Public Affairs, Corporation for National and Community Service, July 2005.

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Outcome

Getting your story out through the media can help a program:

  • Recruit national service members and sponsors
  • Reach potential funding sources
  • Educate the public about your projects
  • Highlight service members and activities that are getting things done in your community

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Posted On

June 27, 2000

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