Public Relations Guide for Rural Housing Organizations (manual

“Media relations can make or break you,” according to Renee Wilburn, director of Lee CountyCommunity Development Corporation (LCCDC) in Marianna, Ark. Admittedly, part of Renee’ssuccess with reporters was based on her office location – right across the street from the localnewspaper’s office – making it very easy for the newspaper to come to her for last minutearticles and photographs. But a good bit of her success was due to her keeping in touch withthe news media. Frequently nearby radio and TV stations called Renee asking for good storiesto cover. “There is one reporter from the Little Rock TV station who always keeps in touchwith us,” she said. Media coverage helped LCCDC to become so well known in the region thatRenee did not need to do much advertising.Use Your LibraryChart past press coverage by browsing the archives of newspapers and periodicals.Spend time in the public library or the reference room of your local newspaper.Review how the national media covers the issue. Find out if the local mediahave done similar stories. If they have, track by-lines and start a notebook of thecoverage. If they have not, suggest stories when you approach reporters andeditors with ideas. (Bonk and Sparks 1991, 13)Why was a certain story done? What made it newsworthy? Could a similarstory be done about your group or leaders or programs? (Center for CommunityChange 1997, 15)Note trends in news coverage. It is amazing how the media will latch onto astory or issue for a while, then totally drop it. One key is to relate your issue orperspective to these fads. (Center for Community Change 1997, 19)Prepare Written Background Materials.It is a very good investment of your time to have assembled a collection of all the items youwould want distributed to the press well ahead of time, since the media have a way of catchingyou off-guard. This kit should include everything you would distribute as a response to generalinquiries about your organization. This material is also put in conference, training, and eventpackets, even if you think the attendees already know about your organization. Always makesure your materials reflect current information, such as turnover of staff or board members orchanges in the programs you offer.If your organization does not already have a short one-paragraph description, create one.Write it in a way that makes the facts interesting to someone you like. Use this paragraphconsistently on your brochure, fact sheets, web page, press releases, and media advisories.Translate it into other languages used in your community as an invitation for non-Englishspeakingindividuals to approach you.Brief fact sheets can be very helpful for reporters. If your organization does not have a currentbrochure, or if your brochure is more than a couple of pages long, develop a one-page factHousing Assistance Council 13