Step 6: Set Up Media Relations

Purpose: To seek public supporters for CAP program by reaching public and influential community members through media coverage

a. Create a list of all the media in your area

Include television stations, radio stations that cover events in the community, daily newspapers, community weekly newspapers and local magazines

b. Call each media contact to introduce yourself

Ask to whom you should address your press releases and story ideas. Get this person’s full name, title, direct phone number, fax number, mailing address and email address. Then create a “Media Contact List” , and update the list every six months

c. Develop a story idea

Access to technology has the power to change people’s lives. Thus media might be interested in coming to your CAP site to get firsthand material and interview people who are using them.

Some possible story ideas include:

• Arrival of new computers and software
• Introduction of new computer classes or programs
• Interesting stories about people who have used the computers successfully

d. Write press release or a pitch letter

These are two basic tools that you can use to tell the media the story idea.
A press release is a short story that tells who, what, when, where and why about an event of your organization. The press release should be no more than 2 pages, and words, sentences and paragraphs should be kept short.
A pitch letter is a letter or memo written to create an interest in your issue. Use it only if there is no urgency to your issue.

e. Send the press release and pitch letter

Pay attention to deadline.  Newspaper, magazine and broadcast work under extreme deadline pressure.

f. Make a follow-up call

Make a quick follow-up call to make sure they have received the release. Give a brief introduction and find out if they have they have any question.

g. Clip the published story and sent copies to influential contacts

        Help keep your partners and influential community members  
        informed about your CAP site by sending them a copy of the
        column with a note that says, “In case you missed it”
  
h. Write a thank-you note

Be sure to thank you contacts if they use the story

Sample pitch letter

[DATE]

[NAME]

[TITLE]

[NAME OF MEDIA OUTLET]

[ADDRESS]

Dear [NAME]:

A young student uses the Internet to conduct research for her school newspaper.

A senior citizen e-mails her granddaughter in college. A job seeker uses word processing software to create a résumé that will help him get a job.

These are just a few examples of how computers at [CAP site] are

connecting our community members with information and breaking down barriers to knowledge.

Unfortunately, many people in our area do not have easy access to computers and the Internet. Here at [CAP Site], we can help solve this problem by offering free public access to computers and the Internet for everyone.

Last year alone, more than [NUMBER] people used the computers at out CAP site. I hope you will consider writing an article about the opportunities that the computers and access to knowledge are giving our community.

I would be more than happy to arrange interviews with the people and community groups who have benefited from this service.

Enclosed is more information about our CAP site. I will give you a call in a few days to see if I can answer any questions or arrange any interviews, but please don’t hesitate to call or e-mail me first with any questions.

Thank you in advance for your consideration.

Sincerely,

[YOUR NAME]

[TITLE]

[PHONE NUMBER]

[E-MAIL]