Building a healthy relationship with local media is probably one of the easiest and most cost effective ways of getting your campaign message out in a timely and relevant fashion.
It can take as little as a few phone calls, a couple of letters or a meeting or two. This minimal time and effort can then pay big dividends in the reach and impact of your message.
Local media is always on the look out for stories to fill their pages, particularly those which are timely and relevant to their audience or involve human interest.
How does your event or campaign make a link between global issues and your local community?
Timing is important. Your local newspapers, radio and TV stations work to their own deadlines and it will take them time to process your information.
It's essential that any coverage occurs to coincide with events you may have planned. You'll need to have your press release written and your contact primed well ahead of time.
Find your journalist
Target where your press releases are going to ensure maximum impact. Read the newspapers, listen to the radio, watch local TV and browse websites.
Note down the names of those journalists who cover the areas that you are working in or who you think might be interested in your work.
In the short term you are looking to approach them directly with your story. In the long term you are building a directory of contacts who you can build long term relationships with.
Next page: putting together a press release