Media Relations 101: Basic Media Relations Strategies

Are you trying to increase awareness of your youth tobacco use prevention program in your community? Are you unsure how and when you should contact a reporter? Are you worried about what to do when a reporter calls? Then you are in the right place.

Several VTSF grantees have expressed interest in this topic, and as a result, these pages were developed as a resource. This section is designed to give an overview of several media relations strategies that may help generate awareness of your programs and initiatives. This is not a comprehensive discussion or explanation on media relations. There are college majors, web sites and books dedicated to the topic. However, this is a basic overview of some simple tactics that anyone can use to increase awareness of their program.

If there are any questions about this topic, contact Richard Foster, VTSF public affairs coordinator, at (804) 225-3947.

What Is Media Relations?

Media relations is the act of working with media outlets using a variety of vehicles (such as press releases, media alerts, and letters to the editor) to generate coverage about a company, organization, product, service, etc. Media relations is an integral part of a greater discipline called Public Relations, which is the management function that establishes and maintains relationships between an organization and its "publics." Publics vary depending on the organization, and can include media, employees, community members, government officials, board members, administrations, etc.

Why Is Media Relations Important?

Getting your local newspaper, television station or radio station to cover a story about your organization and your program is one of the best ways to educate your community on the great job you are doing. Take a step back and look at what you have done. You learned about a funding opportunity offered by the VTSF to implement a youth tobacco use prevention program in your community. You then took a lot of time and effort and put together a proposal telling the VTSF why you would be a good investment in helping the VTSF achieve its mission of reducing youth tobacco use. After a competitive review by a Regional Advisory Board and then by the VTSF Board of Trustees Program Committee, you were issued a grant which is bringing dollars in to your community that will help keep your local kids healthy and living longer, more productive lives. What better story is there than that? There's not.

Since January 2001, there have been more than 700 stories about VTSF initiatives in print, radio, and television media throughout the Commonwealth. There have been ZERO negative articles about VTSF programs. All news stories about VTSF programs are supportive and encouraging. If you read a newspaper, or watch the news on television, look at all the negative stories that are out there - war, the economy, etc. People need to hear about positive things, especially positive things in their community, and that's where you come in!

VTSF Assistance

Depending on your comfort level, you may feel confident implementing these strategies on your own. If not, VTSF staff will be happy to work with you.

Editing/Writing - We will assist you in developing media alerts, press releases, or any other press-related materials. From editing your work, to providing writing guidance, the VTSF can help you step-by-step.

Distribution - Some grantees have media lists and distribute their alerts and releases themselves. If you do not have a media list, the VTSF can provide that to you. In many cases, the VTSF can distribute the release for you, on your behalf.

Coordinating Interviews - Often when a release is distributed from the VTSF, reporters will call the VTSF to find out more about the program or event. In these cases, we would be happy to coordinate an interview for you by setting up a convenient time and place for the interview.

Media Training - If you are not comfortable with being interviewed, let us know and we can help train you by providing helpful tips and hints, developing speaking points, and more.