Importance of Local Media Relations
It is important for you to conduct local media relations to ensure your community media (and the public) are educated about the benefits of cement and concrete and to demonstrate why this issue is important to your friends, colleagues, and neighbors. Sending information to your local newspaper, television stations, or radio stations is a great way to strengthen the success of the campaign.

Using the Tools
This kit contains the basic materials you’ll need to effectively communicate with your local media. Everything in this kit – including press releases, messages, and fact sheets – can be customized to meet your needs. Also, be sure to resister on the PCA Web site to ensure you’ll always have the most updated copies of the media materials.

Researching the Best Targets
The best way to gain the respect and goodwill of a journalist is to be familiar with his or her work. Study media outlets before contacting them. Targeting your outreach to the “best” or most appropriate media outlet is the most effective way to get favorable coverage. A successful communications campaign uses a variety of vehicles—including print, broadcast and online media.

Targeting the appropriate person
Delivering your news to the correct media contact is vital to getting your story covered. The appropriate contact at a newspaper would be the news assignment editor or a reporter/editor for a particular newspaper section (i.e. education editor). For broadcast, your contact would be the assignment editor but may also be the program manager or producer. Determine the best channels—newspaper, radio, television—to reach your target audience. Scan local papers, watch the news, and take note of reporters who cover “beats” or write stories that seem similar to what you would like published or aired.
Your media list may include:

• Local, community, and regional daily and weekly newspaper
• Regional magazines
• Print and online newsletters that target specific audiences (i.e., seniors, children, parents, disabled individuals)
• Local network and cable television stations
• Radio stations

Writing and Sending Pitch Letters
Any proactive local media outreach should be accompanied by a “pitch letter.” The pitch letter explains why you think this is an important story and why the reporter or editor should cover it. It’s usually best to include a timely news angle and local information.

Personalizing the Message
Journalists are always looking for a story with a local angle. When you approach your local media outlet as a community businessperson with a legitimate local story to tell, they will consider you much more seriously than they would a large association with a national scope. Here are a couple of tips for improving your chances for a story:

• Customize the pitch letter, fact sheet, and press release to include local information and data. If possible, try to tie the story into a local event like construction of a new business park or other local improvements.
• Present the letter, fact sheet, and press release on your own letterhead to enhance the local nature of the story. These materials are included on the CD as Word and Adobe pdf files.
• Incorporate key messages consistently and repeatedly in all outreach efforts. Before communicating to your key audience, consider the key messages you’d like them to remember. (See Key Messages in the Overview Section)

Preparing for media interviews
Be prepared and credible for media interviews.

• Prior for the interview. Identify the key messages that are most important and relevant and reiterate these points during the interview.
• Have backgrounders, fact sheets, and examples that illustrate the issues of sustainable development ready to send immediately to the media outlet/reporter.
• Connect your message to issues, interest, or events happening in your local community or nationally. Connecting the dots for reporters can create greater interest in your story.
• Be prepared for a journalist to pursue other issues, including adverse issues, beyond those you have reached out about.

Creating a news hook
To conduct effective media relations that establishes credibility and increases awareness, it is essential to have a compelling reason, or “hook,” to get media and consumer attention. An effective hook helps to break through the clutter of other news items of the day and offers a credible reason why your message should be reported.

Persistence Pays Off
Once you identify the right people and provide them with information, be sure to follow-up. Keep in touch with them on a regular basis by providing them with additional relevant information. However, be mindful of their time. Never contact a journalist only to ask if he/she received your information. Make sure when you approach journalists, you have valuable information to share.

The most important part of a good media relations campaign is patience. Media placements can sometimes occur weeks – or even months – after the initial contact. But when favorable press does appear, the effort is worth the result.

Sharing Your Success
PCA tries to monitor media throughout the country, but the size of that job makes it difficult to track everything that is written about the cement or concrete industry. If you manage to place a media story in your local media, be sure to share the results with the PCA. Story clips or video segments can be sent to: Patti Flesher (See below)

PCA Media Relations Contact
For additional information or guidance regarding media relations, contact:
Patti Flesher
Portland Cement Association
5420 Old Orchard Road
Skokie, Illinois 60077
Phone 847.972.9136
Fax 847.966.8389
pflesher@cement.org
www.cement.org

 
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