Media Relations: Getting Into Print and on the Air

What makes news is what interests people:

	How national or big local events affect the community
	Innovative ways of doing something
	Things that make life better, more colorful and richer
	Tangible issues, not abstract concepts or ideas—what stirs emotion or affects the wallet
	Activities of people who have power, shape public opinion or influence events
	Trends and opinions

Sometimes what is news inside an organization is not considered news by the media. Use ideas from the following list to develop story ideas that may generate favorable news coverage:

	Announce a new service, research results or capability
	Report a milestone, record or achievement
	Analyze an issue, trend or statistic
	Adapt a national survey or report
	Announce a position on an important and timely issue
	Influence decision of state or local government or interest group
	Conduct a workshop or conference
	Tie into a well-known week or day
	Announce an appointment
	Present an award, give a donation

Tips for successful media placements:

	The greatest stories are told with human interest in mind. The story is not necessarily the technology or equipment. The real story is the individual whose life benefited from it.
	Provide as much advance notice as possible. Time to gather background facts, prepare and distribute news releases and make follow-up pitch calls is needed. Media needs time to schedule reporters and photographers.
	Be responsive to phone calls from Marketing and media. Many media opportunities come and go within a couple of days. There may be a time commitment so try to be as flexible as possible with your schedule.