This document provides strategies for economic development organizations to effectively engage with local media. It discusses getting to know media contacts, understanding the differences between promotional announcements, newsletters and media releases. When creating a media release, the key points are to get to the point in the first sentence, use the subsequent paragraphs to provide additional context and support, and include contact information. Sample templates are provided for a media release and contact information. Additional tips include making the media's jobs easier, helping promote other local stories, being accessible, and acknowledging when delivering bad news. The overall message is that the media is an important promotional and marketing tool for economic development organizations.

1. MEDIA RELATIONS
STRATEGIES
2015 KAED Annual Conference
Hopkinsville, Ky.

2. Why media matters
• It informs non-
investors, investors
alike
• It creates buzz for your
community
• It’s a marketing tool
• It’s a promotional tool
• It’s no longer just local
• It’s free!!!! (well, kinda)
• It = new investors,
retention

3. The basics
• Get your list together
• Get to know them
• Know the difference
between promotional
announcements,
newsletters and
media releases
• Learn to play by their
rules; be accessible

4. • ED 101
• Confidentiality
• Your goals &
objectives
• S.O.P. on
announcements
Teach
them

5. The Media Release
• Keep it brief, average of four to five
paragraphs
• Get to the point in the first sentence. Don’t
bury the lead.
• First paragraph should provide most of this
info: Who, What, When, Where, Why, How.
• Use second paragraph to support the value or
relevance of info in the first paragraph. Keep it
concise, highlights only.

6. The Media Release
(continued)
• Third paragraph is a good spot for a quote
from you further establishing importance of the
announcement .
• Last paragraph should provide details about
RSVP info, cost, deadlines, etc. Be sure to
plug your website and/or facebook, twitter
pages.
• Attach a high-resolution color mug shot of VIP,
speaker, etc., if appropriate
• Below the release, separate from above; put
your contact info or VIP contact info.

7. Sample
FOR IMMEDIATE RELEASE
Jan. 7, 2015
Job fair organized for those displaced by mine closures
HENDERSON, Ky. - Employers from around the region who have job openings
that could be filled by workers affected by the closing of Patriot Coal mines in
Union County are urged to participate in a job fair set for 9 a.m. to 2 p.m., Jan. 29
in the Sandy Lee Watkins Lab at Henderson Community College's Sullivan Tech
Center.
There is no charge to have a table at the fair, and all the former employees
from Patriot's Dodge Hill and Highland mines, as well as former employees of
support businesses impacted by the shutdowns, will be encouraged to attend.
"Patriot's workforce in Western Kentucky includes some of the finest, most-
skilled folks in our region, and I know other firms in our area could use their
services," Kyndle CEO Brad Schneider said. "The mine closures are a dark cloud,
but a silver lining could be the hiring of these talented people with other local
companies."

8. In addition to companies looking for new workers, education, training and
social service and entrepreneurship support agencies are also welcome to
have tables at the fair.
To reserve a table, or for more information, contact Kyndle at (270) 826-7505
or info@kyndle.us. Also visit www.kyndle.us.
The fair is a joint effort of Kyndle, the Green River Area Development
District, Union County First, Henderson Community College Workforce
Solutions, the Kentucky Office of Employment and Training, the Kentucky
Economic Development Cabinet and the Murray State Small Business
Development Center.
-30-
Contact Brad Schneider at (270) 826-7505 for more information or additional
comment.

9. Strategies for …
Publications
• Make their jobs easier
• Woo the bosses
• EDC pages, op-eds?
• Links? Solid!
• Quid pro quo
• Don’t whine
• High-res, please

10. Strategies for …
Television
• Be the go-to guy/gal
• Bite-sized
• Help the newbies
• Think visually
• Time it right
• Practice, practice
• Local talk shows?
• Shoot your own

11. Strategies for …
Radio
• Don’t overlook it
• EDC Chat
• Be their roadie
• Don’t be dull
• Web gems
• Book guests

12. Strategies for …
Internet
• Embrace ’Net journos
• Blog, tweet, post away
• Younger audience
• Use their creativity
• 24-7, 360° opportunity
• Think “here and now”
• Beware of trolls

13. When the news is bad
• Don’t hide, don’t lie, don’t
guess
• Get ahead of the story
• Have an agreed upon
protocol
• Use media-savvy board
members
• Self-record interviews to CYA

14. Final thoughts
• On-the-record
vs. off-the-
record
• Put yourselves
in their shoes
• Any publicity is
good publicity
(to a point)