Identifying Media Opportunities

If you do not already have one, the first thing to do is to create an inventory for your local media market. Outlets to include are:

• Newspapers, state, local, community, and neighborhood. Do not forget weeklies and “shoppers.”
• Radio programs, especially talk shows that discuss community issues and activities.
• TV stations, including local cable stations that provide community information.

Develop a mailing list and contact information for each outlet you identify. For newspapers you should note contact and other information for letters to the editor (LTE), including the number of words they allow, and if they accept guest opinion editorials (op-eds). Having this information handy when you are scrambling to get something out to the media can save time and help you meet the deadlines required by the media outlet.

You will want to follow the reporters who cover your beat. But also include and constantly consider the many different ways and places that your issues can be covered. Remember, the smaller the media outlet, the more likely they are to accept and print verbatim what you send them.

Newspaper Opportunities

News and News Features

• News Stories: Have on hand the names of editors and reporters for fast coverage of your organizational events or late breaking policy developments.
• Feature Stories: In-depth stories may appear in weekly publications or in the lifestyle sections of daily papers.
• Special Series: Daily newspapers are often on the lookout for appropriate subjects for multi-part special reports, which they often promote heavily.
• Specialized Sections: If special sections such as Business, Food, or Health provide appropriate settings for your information, keep the names of their editors handy. They may accept features or regular columns from your organization if they are timeless, interesting, and of a high quality.

Editorial Coverage

• Editorial Page: Research shows that only 10 percent of the general public reads the editorial page regularly, but that 10 percent includes community leaders and key decision-makers. Editorial writers may be willing to endorse community-wide events or campaigns. On other occasions, they may provide space for interested parties to present rebuttals to positions the paper has taken. (Click here for information on how to conduct an editorial board visit.)
• Guest Opinion: Daily and weekly papers may accept guest columns on matters of local interest. This type of column is commonly referred to as an “op-ed.”
• Columns: Some newspaper columnists reach a wide and loyal readership. You should know the columnists and their interests, and, when appropriate and timely, pitch your positions to them.
• Letters to the Editor: Strategic use of letters to the editor can keep issues alive in a community, rebut negative forces, correct misinformation in a previous story, and provide a vehicle for thanking those who have helped your cause. (Click here for information on how to write a letter to the editor.)

Other Opportunities

• Community Service Space: Many newspapers often devote space regularly to news about local non-profit organizations. These pages can put your organization in the public eye and provide a good way to bestow public recognition on hard-working staff and volunteers.
• Community Calendars: These sections will offer free listings of upcoming community events.
• Community News: Many papers have sections that print news about meetings, appointments, past events, and future activities and plans.

Radio Airtime

News and Public Affairs

• Daily News Reports: Radio stations with all-news formats offer the most opportunities, but most other stations broadcast at least short news reports throughout the day.
• Weekly Public Affairs Programs: These programs are typically in one-on-one or group interview format. They are generally broadcast early or late in the day, to relatively small audiences. But strategic placement of your spokespeople and issues can reach key audiences, including decision-makers.
• Special Programs: Stations (especially those with all-news formats) may produce special half-hour or longer reports at regular intervals.

Public Service Airtime

• Public Service Announcements (PSAs): Stations will produce and/or broadcast public service announcements for non-profit agencies. When seeking placement for a PSA, if possible meet personally with the PSA director and explain the importance of your event to the community.
• Management Editorials: Some stations take public positions on issues of importance to their community. You might get the station manager to deliver an editorial about your issue or let a spokesperson from your organization deliver one.
• Community Calendar: Like TV stations, most radio stations will accept and air announcements of upcoming community events.

Talk Shows

• Because local talk shows have hours of air time to fill, their needs converge with yours. Prepare your spokespeople to address your positions and pitch them for placement at key opportunities.

Television Airtime

Public Service Opportunities

• Public Service Announcements (PSAs): Many stations broadcast PSAs for non-profit community organizations. Keep contact information for the PSA director in your media directory.
• Community Calendar Announcements: Many stations maintain special time slots during which community groups can publicize the date, time and location for specific events.

Editorial Opportunities

• Community Viewpoint Editorials: Opinion messages delivered by members of the community on issues of public concern may be broadcast under different titles, such as "Point of View" or "Free Speech Message.”
• Management Editorials: A station might regularly take public stands on community issues and broadcast management editorials. Sometimes these positions can be influenced by members of the community.

News and Public Affairs Opportunities

• Daily News Programs: Coverage of your event or issue in the news can bring broad exposure and interest. Many TV stations broadcast four or five news programs a day.
• Weekly Public Affairs Interview Programs: These generally focus on one news issue at a time. Audiences might be small, but include key players.