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Tips for Securing Local Media

Build Relationships

One of the most important aspects of securing local media is becomimg familiar with members of the press. Pay attention to the media in your local area and make a list of what type of journalists will likely cover animal-related or human interest stories. In other words know their beat and the type of stories they write or report.

Learn the names of the reporters that will likely cover a CANDi story. Nothing is worse than calling a reporter by the wrong name or not having the most accurate information on them.  Follow them on Twitter, Instagram or whatever social network they are on and comment on their stories. Show you are interested in them and not just looking to get media coverage.


Print media

  • Community calendar editors
  • Metro/city desk editors 
  • Features editors
  • Online editors (if there is different content on the publication's website than in the print edition)


  • Assignment editor
  • Weekend news director
  • Producer of a specific show (e.g. your local morning news show)


  • News director
  • Promotions director

Delivering News that is Actually Newsworthy

The wonderful thing about local media coverage is that you get to be a voice in the community and build trust in CANDi’s mission and programs. Local media coverage is all about creating opportunities to get in front of your target audience, address issues head on, and be a reliable source for a solution. That being said, you must remember that the information you present should actually be “newsworthy,” meaning that it must actually be timely, relevant, and interesting enough to the general public to warrant news coverage. Find the angle. Give clear information and offer more if needed.

You don’t want to waste a journalist’s time with something that they can’t turn into a human interest or informational story. Be the source your local reporter or editor can trust and follow up with a “thank you” after they share your story.

Getting Your Information to Reporters

CANDi has provided informational resources and suggested news releases below. Once you've familiarized yourself with these documents and customized your release, you should be ready to email your pitch letter, make follow up calls, and send press releases to the journalists and reporters who will most likely cover your story. Call the reporter and briefly talk about your event or story. Try to keep your summary to 30 seconds so they won’t feel overwhelmed. Keep in mind that this is what they do for a living, so there is no need to oversell or provide too much information. Make sure you can answer who, what, when, where, how and why. Practice and be ready to dive in when you call. Remember, first impressions are the best impressions.

When emailing, do not use attachments which can trigger spam filters, instead, copy and paste your release into the body of the email.


CANDi Media Resources


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