Supplemental Nutrition Assistance Program (SNAP)

Putting Healthy Food Within Reach

Community Partner

Outreach Toolkit
Foreword

This toolkit is published by the United States Department of 

Agriculture’s (USDA) Food and Nutrition Service’s (FNS) 

Supplemental Nutrition Assistance Program (SNAP). We encourage 

you to read through this document, reproduce it — in whole or in part 

— and forward it on to others.

All materials in this toolkit are in the public domain and may be 

copied without permission. You can include your organization’s 

logo on all of the campaign materials you adapt and distribute. If 

you change any of the materials, please remove the USDA logo. 

Please refer to www.fns.usda.gov/snap/outreach for the latest statistics and program updates. The toolkit 

is also available online at this Web site and will be updated as needed.

COMMUNITY TOOLKIT

U.S. Department of Agriculture

Food and Nutrition Service

FNS-378

January 2010

STATE TOOLKIT

U.S. Department of Agriculture

Food and Nutrition Service

FNS-379

January 2010

In accordance with Federal law and U.S. Department of Agriculture policy, this institution is 

prohibited from discriminating on the basis of race, color, national origin, sex, age, religion, 

political beliefs, or disability. 

To file a complaint of discrimination, write USDA, Director, Office of Civil Rights, Room 326 W, 

Whitten Building, 1400 Independence Avenue, S.W., Washington, D.C. 20250-9410, or call 

(202) 720-5964 (voice and TDD). USDA is an equal opportunity provider and employer.

DISCLAIMER:

This toolkit contains sample outreach products from communities. These samples were neither written 

nor approved by the USDA Food and Nutrition Service (FNS). FNS does not necessarily endorse the 

views these documents express, or the data they may cite. FNS offers these sample documents to spur 

ideas and creativity.

This toolkit is also 

available online at:

www.fns.usda.gov/

snap/outreach
Table of Contents

1 Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . A 1

2 Partnerships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . B 1

3 Media Outreach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . C 1

4 Cultural Competency . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . D 1

5 Media Events, Press Conferences, and Interviews . . . . . . . . . . . . E 1

6 Media Relations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . F 1

7 Public Service Announcements. . . . . . . . . . . . . . . . . . . . . . . . . . . . G 1

8 Promising Practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . H 1

9 Disaster Outreach. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . I 1

10 Optimized Press Releases. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . J 1

11 Paid Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . K 1

12 Resources. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . L1
HOW TO

Toolkit

FOR ALL IT’S WORTH!

Milk this

1
A | 1

Introduction

The Supplemental Nutrition Assistance Program (SNAP) is an investment in 

our future. It offers nutrition benefits to participating clients, supports work, and 

provides economic benefits to communities. However, too many low-income 

people who are eligible for the program do not participate and thus forgo nutrition assistance that could stretch their food dollars at the grocery store. Their 

communities lose out on the benefits provided by new SNAP dollars flowing 

into local economies. 

In fiscal year 2007, only 66 percent1 (All footnotes are research citations. You 

can find them in the “Resource” section at the end of this toolkit.) of those 

eligible for SNAP benefits participated. The most common reason eligible 

people do not participate is because they do not realize they may be eligible. 

Others choose not to apply because of myths or misunderstandings about SNAP 

benefits or because of stigma that continues to persist. Others make a cost-benefit decision that the time involved in applying for benefits is not worth the expected return. Some do not want to accept government assistance. For specific 

populations, there may be additional compounding factors, such as language 

barriers for legal immigrants, or time and transportation barriers for the working 

poor. Seniors may not understand the nature of the program and choose not to 

apply for benefits, thinking children or families need the help more.

Outreach and education are powerful tools in overcoming barriers to SNAP 

participation. Even a small increase in SNAP participation can have a 

substantial impact. If the national participation rate rose 5 percentage points, 

1.9 million more low-income people would have an additional $1.3 billion in 

benefits per year to use to purchase healthy food and $2.5 billion total in new 

economic activity would be generated nationwide.

Why does increasing participation in SNAP make sense for your community?

SNAP GENERATES ECONOMIC ACTIVITY. 

SNAP brings Federal dollars into communities in the form of benefits which are redeemed by SNAP 

participants at local stores. These benefits ripple throughout the economies of the community, State, and 

Nation. For example:

• Every $5 in new SNAP benefits generates up to $9.20 in community spending.2 

• Every additional dollar’s worth of SNAP benefits generates 

17 to 47 cents of new spending on food.3 

• On average, $1 billion of retail food demand by SNAP recipients generates 

3,300 farm jobs.4

SNAP is the first 

line of defense against 

hunger in our community. 

Making sure low-income 

people receive SNAP 

benefits accomplishes 

many things. First and 

most importantly, 

people get fed. Second, 

community and faithbased organizations 

such as ours are relieved 

of having to provide a 

higher level of food 

assistance. Third, the local 

grocers do business with 

customers that they may 

not have otherwise. 

And fourth, we are all 

healthier and happier. 

BILL BOLLING

Executive Director 

Atlanta Community Food Bank 

Atlanta, Georgia

INTRODUCTION

THE BENEFITS OF PARTICIPATION IN SNAP
A | 2

Introduction

In fiscal year 2009, the average monthly SNAP benefit per household was 

approximately $275.5 These benefits, funded by Federal dollars, create 

business when they are redeemed at your local food retailers. Eighty-six percent of benefits, totaling $25 billion, were redeemed at the nation’s 35,000 

supermarkets. The remaining benefits, totaling $3.6 billion, contribute to the 

viability of 121,000 other firms which include grocery stores, convenience stores, 

combination stores, farmer’s markets, and other retail food stores; plus wholesalers and meal services.6

 

SNAP benefits are positively and significantly related to household food expenditures.7

 Although estimates of the impact vary, studies have shown that 

a $1 increase in the value of SNAP benefits of a typical recipient household 

leads to additional food expenditures of between 17 and 47 cents.8 SNAP recipients spend more dollars on food at local retailers in communities than eligible nonparticipants. 

SNAP benefits can be used at authorized farmers markets that sell local produce. This provides additional customers for local farmers and provides SNAP 

recipients access to healthy, locally grown fruits and vegetables that might 

otherwise be unavailable to them. 

SNAP SUPPORTS WORK AND HELPS LOW-INCOME PEOPLE MAKE 

THE TRANSITION TO SELF-SUFFICIENCY.

More than 29 percent of SNAP households had earnings in 2008 and 40 

percent of all SNAP participants lived in a household with earnings.9

Employees whose nutrition needs are met at home may be healthier and thus 

may take fewer sick days for themselves or their children. Employees may 

stay longer with companies that care about them by sharing information about 

SNAP benefits and its importance as a work support. 

SNAP helps families become financially stable and make the transition 

to self-sufficiency, getting them through the tough times. Half of all new 

participants will leave the program within nine months.10 

SNAP benefits are a work support. SNAP benefits help those leaving the 

Temporary Assistance for Needy Families program and transitioning to work 

by supplementing their food budgets so that they can stay independent and 

work toward self-sufficiency.11 Since SNAP benefits decrease only by 24 to 

36 cents for every additional dollar of earnings, SNAP recipients have incentives to work since they will be better off working rather than receiving SNAP 

benefits alone.12 

A successful SNAP 

redemption program 

probably means that we 

are successfully servicing 

the needs of our community. By being able to meet 

our customers’ needs 

during a particular time in 

their lives, we are often 

able to establish a relationship that outlives the 

time a person is 

eligible for SNAP benefits. 

In that case we benefit 

from that customer both 

now and in the future. 

SNAP redemption is a 

way to get your best 

customer in the front door 

and to establish a longterm relationship with that 

customer. 

GEORGE MATICS

Purchasing Director 

Cardenas Markets, Inc. 

Ontario, California

To reach common 

ground, we need to go to 

higher ground. Together 

with our business and 

government leaders, 

we can build community 

and economic prosperity 

for all. 

DANIELLA LEVINE

Executive Director

Human Service Coalition

Miami, Florida 
A | 3

Introduction

SNAP HELPS LOW-INCOME FAMILIES MAKE HEALTHY FOOD CHOICES AND PUT MORE NUTRITIOUS FOOD ON THE TABLE.

Dietary patterns among low-income people, as well as those of the general 

public, indicate an excessive consumption of calories, unhealthy fats and sugars, 

while fruit, vegetable and whole grain intakes are modest.13 These poor eating 

habits contribute to making overweight and obesity a national health problem. In 

addition to the toll on personal health, this “epidemic” of obesity has economic 

implications as well. Obesity-attributable medical expenditures in the United 

States reached $75 billion in 2003. Taxpayers financed about half of these costs 

through Medicare and Medicaid.14

However, research shows that low-income households participating in SNAP 

have access to more food energy, protein, and a broad array of essential vitamins 

and minerals in their home food supply compared to eligible nonparticipants.15 

Nationwide, if there were a 5 percentage point increase in the SNAP participation rate, an additional 1.9 million low-income people would reap the nutrition 

benefits of SNAP. SNAP also helps participants manage their food resources 

more wisely through SNAP nutrition education. States may exercise the option 

to provide targeted nutrition education activities or social marketing campaigns 

designed to help persons eligible for SNAP make healthier food choices and 

pursue active lifestyles. 

Because SNAP benefits are available to most low-income households with 

few resources, regardless of age, disability status, or family structure, SNAP 

households are a diverse group. Nine percent of SNAP recipients are aged 60 

or older.16 For the elderly, a particularly vulnerable and underserved population, participation in SNAP and other food assistance programs can help 

improve nutritional status and well-being and increase independence. 

Nearly half of SNAP participants are children.17 Children who are well 

nourished may have better attendance at school and, once there, may be more 

focused on learning. 

COMBINED EFFORTS ARE NEEDED

SNAP is the cornerstone of the Nation’s nutrition safety net, providing assistance to those who qualify. It helps relieve pressure on emergency food providers, enabling them to provide more assistance to 

those who do not qualify for SNAP benefits. Because of the nutrition benefits to participants and the economic benefits to the Nation and to States and communities, the Food and Nutrition Service (FNS) has 

made increasing participation in SNAP a priority. Increasing participation in SNAP requires the combined 

efforts of National, State, and local public leaders as well as nonprofit community agencies, employers, and 

anyone else who touches the lives of potentially eligible people. 

The additional 

support which [SNAP 

benefits] provide to needy 

individuals is readily seen 

in our stores that serve 

customers in low-income 

areas. This benefit not 

only helps those who 

require some additional 

assistance in making ends 

meet, but is also an aid 

to the supermarkets 

making a commitment to 

serving economically 

challenged communities. 

Our partnership with 

nonprofit organizations 

in outreaching to 

potential participants 

speaks to Pathmark’s 

commitment to this 

important program. 

RICH SAVNER 

Director of 

Public Affairs and 

Government Relations 

Pathmark Stores, Inc.

Carteret, New Jersey 

The rest of this “Introduction” section provides an explanation of the Toolkit, an overview of SNAP, 

SNAP question-and-answer sheets (Q&As), talking points, information about nutrition education providers, 

and other background materials.
A | 4

Introduction

ABOUT THIS TOOLKIT

Why was this toolkit developed?

We all have a common goal: to improve the ability of low-income people to 

access nutritious food by participating in SNAP. The information and 

materials in this toolkit will help you share information about SNAP 

benefits with those who are eligible but not participating. They 

will also help you let potential partners, government officials, and 

the public know how SNAP participation helps the local economy 

and addresses the national health problem of obesity.

What is SNAP outreach?

SNAP outreach is providing information or assistance to someone who might 

be eligible for SNAP. The goals of SNAP outreach are to help people make an 

informed decision about whether to apply for the program, and ultimately to 

increase participation by eligible individuals and families.

What is in the toolkit?

This toolkit includes information on:

• SNAP

• Maximizing your outreach efforts through developing partnerships 

coordinating local events and working with your local SNAP office

• Publicizing your outreach through media relations and optimized press releases

• Placing public service announcements (PSAs) and paid advertising

• Resources

Each section features easy-to-follow instructions, helpful hints, and useful materials (such as PSA scripts, frequently asked questions, and suggested 

responses). We also have included samples and templates (for letters, calendar 

listings, etc.) that you can customize with local and State specifics and enhance 

with information about your organization.

How do I use the toolkit?

The materials in this toolkit show a number of outreach possibilities and offer your organization the flexibility to pick and choose pieces that work for 

your specific needs. Throughout the toolkit there are tip sheets that you can 

duplicate for yourself and your colleagues. Do not worry if your organization 

has limited resources and staff. You do not have to conduct every one of these 

activities or invest a lot of time in each one. Do what works best for you and 

your community.

Findings show that, in 

addition to the general 

low-income audience, there 

are distinct groups that are 

significantly underrepresented in accessing SNAP 

benefits. The national outreach campaign is focused 

on reaching:

GENERAL LOW-INCOME:

Eligible, nonparticipating 

individuals and families; 

WORKING POOR: Employed 

individuals and families 

who may not understand 

that even though they work, 

they still might qualify;

ELDERLY: People 60 years 

old or older who may have 

misunderstandings about 

the process and potential 

benefits; and

LEGAL IMMIGRANTS*:

Immigrants may misunderstand eligibility requirements 

related to citizenship. 

* There are other immigrant 

groups that could benefit from 

this educational effort. You 

may want to connect with local 

SNAP eligibility workers in your 

community to identify other distinct groups to target. Some FNS 

outreach materials are available 

in 35 languages and can be 

downloaded from the FNS Web 

site. Refer to the “Resources” 

section of this toolkit.

TARGET POPULATIONS
A | 5

Introduction

How do I get started with outreach?

The best way to begin is to ask other organizations in your community if they are currently conducting a 

SNAP outreach project or if they have a resource guide, task force, or advisory group. Your local SNAP 

office is a good starting point for such a discussion. That office can share State and local information and 

may also have informational materials to add to your effort. By working together, you will be able to further your goals and avoid duplication. 

As you start your project, be sure to keep local SNAP offices informed of your activities. 

Explore ways of working together to reduce application barriers — the best outreach efforts will not 

work if people run into barriers at the SNAP office. Extended office hours, child care areas in waiting rooms, and shorter applications are some examples of how SNAP offices can increase accessibility. 

Potential roadblocks such as crowded offices, long waiting lines, or repeated visits to the SNAP office 

may counter your efforts to educate potential applicants about SNAP and prepare them for 

certification interviews. 

Are funds available to help pay for my outreach project?

One potential way to pay for part of your outreach project is to contact your State SNAP agency about 

an optional State outreach plan. Outreach is an allowable administrative cost for the Supplemental Nutrition Assistance Program for State SNAP agencies. States can receive 50 percent reimbursement from the 

Federal Government for necessary, reasonable, and allowable outreach expenditures. Your State agency 

has the option of contracting outreach activities to community and faith-based organizations under a State 

outreach plan. If a State chooses to do this, State contracting rules apply.

Before contacting your State agency, prepare your business case as to why outreach activities should 

be contracted to your organization. Be ready to provide your State agency with the following information, 

at a minimum:

• Background information about your organization 

• Target group(s) for the outreach project

• Need in your community for the project

• Services that you will provide

• Funding you will contribute, if any 

• Donated time

To learn more about SNAP outreach activities that can be contracted by States, review the FNS guidance 

to States. This guidance includes examples of allowable and nonallowable outreach activities and the fiscal policies for State plans. Also outlined in the guidance are the provisions under which waivers are granted to States to use private, third-party donations as their share of the cost. This information is located at 

www.fns.usda.gov/fsp/outreach/stateplan.htm.
A | 6

Introduction

Can I provide nutrition education too?

Similar to outreach, nutrition education is an allowable administrative cost for SNAP. States can receive 

50 percent reimbursement from the Federal Government for necessary, reasonable, and allowable SNAP 

nutrition education expenditures. Almost all States have optional nutrition education plans in place. If 

you are interested in offering nutrition education to your clients, a good first step is to make your interest 

known to State SNAP officials and the nutrition education cooperators who are participating in the nutrition education plan for your State. For a list of nutrition education cooperators, go to SNAP Nutrition 

Connection Web site at www.nal.usda.gov/foodstamp/Stategates/index.html.

What outreach is happening on a national level and how do we fit in?

USDA has a nationwide effort to educate and inform eligible nonparticipants 

— with special emphasis on working poor, elderly, and immigrants — about 

SNAP.

The primary goals of the campaign are to increase enrollment in SNAP and to 

reinforce its role as a nutrition assistance program. The objectives of the education effort were developed with advice and input from many local SNAP offices 

and partners. These objectives are to: 

• Expand awareness of SNAP as a nutrition assistance and work support program;

• Inform eligible, unenrolled people about where and how they can apply; and

• Ensure that people who are eligible to enroll have reasonable access and can 

participate with dignity and respect. 

This effort, designed to raise awareness of and change beliefs about SNAP, 

includes promotion of a national toll-free information line (1-800-221-5689) 

through a variety of paid radio advertisements in English and Spanish. These 

advertisements run on stations in major population centers, and in areas with 

particularly large numbers of eligible but unenrolled populations. Over a five 

year period 2003–2008, markets carrying ads with the SNAP National Hotline number averaged a 273 percent increase in information packets. (Calls 

could not be tracked in the areas where the ads offer a local toll-free number 

rather than the national one.)

What if I have more questions?

If you have any questions about this toolkit, or about how to conduct outreach to increase local enrollment in SNAP, please e-mail us at fspoutreach@fns.usda.gov or refer to the FNS Web site 

www.fns.usda.gov/snap/outreach.

You may also wish to tap the SNAP Outreach Coalition, a Web-based network of national antihunger advocacy groups and partner organizations, for helpful insight about ways to reach SNAP target audiences. 

Details about this group can be found in the “Resources” section under “General SNAP Outreach 

Resources”, or by visiting www.fns.usda.gov/snap/outreach/about.htm.

Whether you work at 

a food bank, at a community or faith-based 

organization, or with 

the State or county 

government, you are an 

important part of this 

national effort to inform 

low-income people 

across the country 

about how they and their 

families can eat right, 

even when money’s 

tight. The outreach 

you conduct on a local 

level is a vital part of the 

national campaign.
A | 7

Introduction

NUTRITION ASSISTANCE

SNAP is the cornerstone of the Federal nutrition assistance safety net, 

serving as the first line of defense against hunger. SNAP provides 

much-needed nutrition support to millions of low-income people. 

Nearly half of them 

are children.

ECONOMIC BENEFITS

Not only does SNAP help individuals and families when money’s tight, 

but your State and local community also benefit. The average SNAP 

benefit per person is about $101 per month (fiscal year 2008 data), 

which is spent in local grocery stores. In fact, every $5 in new Federal 

SNAP benefits generates up to double the amount in local economic 

activity. Also, every additional dollar in SNAP benefits generates 17 to 

47 cents of new spending on food. 

ELECTRONIC ISSUANCE

In June 2004, SNAP completed a transformation from paper 

coupons to an electronic benefits transfer (EBT) card. Participants 

receive a plastic EBT card (similar to a bank debit card) with the 

dollar amount for which they are eligible each month. There is 

evidence that EBT also decreases fraudulent use of SNAP benefits.

UNDERSERVED POPULATION

Millions of low-income people are not accessing the nutrition benefits 

for which they qualify. To be effective, it is important that our national 

and local outreach efforts counter myths about SNAP among those 

who think they are not eligible or have beliefs that discourage them 

from enrolling.

OVERVIEW OF SNAP PROGRAM
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Introduction

MYTH TRUTH

FOUR COMMON SNAP MYTHS HEARD FROM POTENTIAL APPLICANTS

SNAP is a nutrition assistance program designed to help individuals 

and families buy nutritious food when money’s tight.

While some receive $10, the average SNAP benefit per person is 

about $101 per month (fiscal year 2008 data).

Individuals may work and still have income low enough to receive 

SNAP benefits. In fact, nearly 40 percent of SNAP households had 

earnings in 2008.

By receiving SNAP benefits, you are not taking benefits away 

from another person. Everyone who applies and is determined 

to be eligible by the State/local eligibility worker will get 

SNAP benefits.

FOUR COMMON SNAP MYTHS HEARD FROM ELIGIBILTY WORKERS

The number of low-income people participating in SNAP 

is growing; however, the error rate is at an all-time low.

Community groups can prescreen clients using the FNS 

prescreening tool known as “Step 1” (or the State prescreening 

tool, if one exists). Additionally, they can help fill out application 

forms, gather verification information, etc. However, the 

responsibility for the actual certification of households for 

program benefits remains with SNAP staff.

Local SNAP offices can take applications or certify households for 

benefits at remote locations such as food bank and grocery stores. 

Local offices may offer telephone interviews when appropriate.

Community workers help potential applicants gather appropriate 

verification documents so that clients are better prepared for 

the interview and bring the proper paperwork.

“SNAP is a welfare program.”

“Some people receive only $10 a 

month in SNAP benefits.”

“You cannot get SNAP 

benefits if you have a job.”

“Other people need SNAP 

benefits more than I do.”

“Outreach could mean more 

quality control errors.”

“Community workers cannot 

prescreen for eligibility or help 

gather verification documents.”

“Certification interviews must 

be held at local SNAP offices.”

“Outreach will increase 

my workload.”
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Introduction

SNAP is the first line of defense against hunger. On average, it helps more than 28 million (fiscal year 

2008 data) low-income people buy nutritious food each month and make healthy food choices within a 

limited budget. Eating healthier foods helps low-income people and their families stay well and have the 

energy they need for today’s active lifestyles.

To apply for SNAP benefits, a person must go through the local SNAP office. If it is not possible to get to 

the office, a person may apply by telephone or make an appointment for another time or place. Any knowledgeable adult in the family can initiate an application, or the household may designate an “authorized 

representative” to apply for them. Outreach providers are encouraged to check out the broad-based categorical eligibility requirements for further information (http://www.fns.usda.gov/snap/rules/Memo/2010/121809.pdf).

ELIGIBILITY REQUIREMENTS

Applicants must have INCOMES under certain levels, based on household size. A household is 

defined as people who live together and eat meals together.

Applicants may have RESOURCES, but they must be less than a certain level:

• $2,000 for most households

• $3,000 for a household with an elderly person (age 60 or older) or disabled person

• Most States exempt one or more vehicles from household resources

• A household’s home does not count as a resource

An immigrant is eligible to apply for SNAP benefits if he/she:

• Has been in the United States as a legal resident for five years

• Is a legal immigrant child (not born in the United States)

• Has earned, or can be credited with, 40 quarters of work

• Is a refugee or asylee 

• Has a military connection

• Is a member of certain Indian tribes

NOTE: A child born in the United States or a legal immigrant child is eligible for SNAP benefits, 

even if other household members are not eligible because of their immigration status. 

Please check with your local SNAP office for more information about these eligibility requirements.

SNAP FACT SHEET
A | 10

Introduction

The amount of the SNAP benefit for each household takes into account the household’s income, current 

living expenses, and resources. 

SNAP outreach is critical to reaching those low-income people who are not aware that they may be eligible for, or do not know how to apply for, program benefits. The Food and Nutrition Service has several 

efforts under way to help with local outreach:

TOOLS AVAILABLE

A prescreening eligibility tool, written at the 6th grade level in both English and Spanish, 

is available for anyone with Internet access. The tool helps people learn if they are 

eligible and how much they might receive in monthly benefits. It can be found at 

www.snap-step1.usda.gov/fns/

A toll-free information line (1-800-221-5689) is available in Spanish and English.

Free educational posters and flyers in Spanish and English can be ordered at 

http://www.fns.usda.gov/snap/outreach/default.htm.

Five basic documents in 35 languages can be found online at 

www.fns.usda.gov/snap/outreach/translations.htm

A national SNAP Outreach Coalition brings together national and local organizations interested 

in SNAP outreach and helps to empower these groups to do more and better outreach.

The FSOC listserv was developed to be a communication mechanism for those interested 

in outreach at the local, State, and national levels, and to share ideas among groups. To join, 

send an e-mail to outreach.coalition@fns.usda.gov.

Certified households receive their benefits through a debit card called an Electronic Benefit Transfer (EBT) 

card. EBT cardholder accounts are credited monthly, and SNAP recipients spend their benefits by using 

the card to buy eligible food in authorized retail food stores. Only food and certain food preparation items 

can be purchased with SNAP benefits. 
A | 11

Introduction

What is SNAP? 

SNAP is a nutrition assistance program that helps low-income families and individuals purchase nutritious, 

healthy food. It is the cornerstone of the Nation’s nutrition assistance safety net. The U.S. Department of 

Agriculture oversees SNAP at the Federal level through its Food and Nutrition Service (FNS). State agencies 

administer the program at State and local levels. Their responsibilities include determining eligibility and 

distributing benefits. 

Who is eligible to receive SNAP benefits?

Anyone who meets the eligibility requirements can get SNAP benefits. Household income and other resources have to be under certain limits and are reviewed. The program allows for certain deductions like 

housing costs, child support, medical expenses, or child-care costs. A household may also have up to $2,000 

in assets. Households with a member age 60 or older—or a disabled member—may have up to $3,000 in 

assets. Assets that do not count toward eligibility requirements include: a home, a vehicle to carry a physically disabled member of a household, the fair market value of one vehicle (up to $4,650; higher limits in 

most States), and the resources of Supplemental Security Income (SSI) or Temporary Assistance for Needy 

Families (TANF) recipients. Specific details are outlined in the FNS-313 brochure at www.fns.usda.gov/fsp/

outreach/general.htm. 

Where can I go to find out if I’m eligible to receive SNAP benefits? 

If you have access to a computer, you can quickly find out if you might qualify for SNAP 

benefits through the prescreening tool available on the USDA Web site, www.snap-step1.usda.gov/fns/ . 

Local SNAP offices can provide information about eligibility, and USDA operates a toll-free number 

(1-800-221-5689) for people to call if they want to receive information about SNAP by mail. Most States 

also have a toll-free information/hotline number that can be found at www.fns.usda.gov/fsp/contact_info/

hotlines.htm. 

Some community organizations work closely with SNAP offices and can provide information 

on the application process. 

All 50 States have made the transition from paper coupons to the Electronic 

Benefit Transfer (EBT) card. The EBT card is like a debit card and can be 

used at USDA-authorized grocery stores across the country. At the cash 

register, the customer or cashier swipes the EBT card through the card reader at the 

point of sale and the customer enters a personal identification number to secure the 

transaction. The system deducts the exact dollar amount of the purchase from the 

customer’s EBT account and deposits it into the retailer’s bank account. Once the SNAP 

EBT transaction is complete, a receipt shows the amount of the SNAP 

purchase and the amount of SNAP benefits remaining in the EBT account.

WHAT IS THE EBT CARD? 

SNAP FREQUENTLY ASKED QUESTIONS (FAQs)
A | 12

Introduction

What are some of SNAP’s benefits?

SNAP benefits provide much-needed help so that low-income people can put good, healthy food on the 

table. SNAP benefits help with the grocery bill. Households can use benefits to purchase breads, cereals, 

fruits and vegetables, meats, fish and poultry, and dairy products. Many States offer free nutrition education materials and programs for SNAP benefit recipients. [Localize here if your State offers materials and/

or classes.] 

SNAP benefits also help the local community. Each $5 in new SNAP benefits generates up to twice that 

amount in economic activity for the community. Plus, SNAP benefits are funded with Federal dollars — so 

when everyone who is eligible for the program receives benefits, State and local economies also benefit.

Why is there a national SNAP outreach effort?

Currently, only about 66 percent of those eligible for SNAP benefits are enrolled. The goal of this national 

SNAP outreach effort is to raise awareness of SNAP eligibility and benefits. The campaign includes promoting a national toll-free information line (1-800-221-5689) (or State toll-free lines where available) 

through a variety of English and Spanish radio advertisements in major population centers and in areas 

with large numbers of eligible but unenrolled people. 

Who is involved in SNAP outreach?

SNAP outreach is a community-wide effort enlisting the help of State and local SNAP offices, faith-based 

groups, food banks, and others. Together, these groups play an important role in helping low-income 

families learn about and access SNAP. Community groups can help in many ways. For example, they can 

distribute informational materials, conduct prescreening for program eligibility, provide application assistance and forms, and help gather verification documents. 

A core group of national antihunger advocacy groups and other organizations are part of a group called 

the SNAP Outreach Coalition. The Coalition members also collaborate to promote the nutrition benefits 

of SNAP through outreach to local antihunger projects.
A | 13

Introduction

SNAP is the first line of defense against hunger. 

ó SNAP benefits provide much-needed 

temporary help with the grocery bill so that 

low-income people can put nutritious, healthy 

food on the table. 

ó Nearly half of those who receive SNAP benefits 

are children.

SNAP is a nutrition program that helps low-income 

families and individuals purchase nutritious, healthy 

food. It is the cornerstone of the Nation’s nutrition 

assistance safety net.

ó Low-income people get financial support to help 

with their grocery bills so they can buy fruits and 

vegetables, whole-grain foods, dairy products, 

and other healthy foods. In addition, many SNAP 

participants are offered free nutrition education 

materials and classes to help them make 

good purchasing choices and stretch their 

food dollars. 

SNAP has made some fundamental changes in 

recent years that make it easier to:

ó Find out about the program

* Individuals can call 1-800-221-5689 for a free 

information packet to learn more about SNAP 

and how to apply. Information is available in 

English and Spanish. 

* Individuals can go to a Web site featuring a 

prescreening tool and, by answering a few 

simple questions, determine if they are eligible 

for SNAP benefits and how much they might 

receive. The Web site address is 

www.snap-step1.usda.gov/fns/. 

ó Apply for benefits

* FNS and States are working to simplify 

the application process.

ó Shop for healthy food

* There are no more paper coupons. Now, benefits are delivered with an electronic benefit 

transfer (EBT) card that works like a debit 

card at the grocery store. 

SNAP is a win-win for low-income people, local 

retailers, and local communities.

ó Each $5 in new SNAP benefits generates up to 

twice that amount in economic activity for the 

community. 

ó The average benefit per person is about $101 a 

month (fiscal year 2008 data). That translates 

into money spent at local grocery stores. 

ó SNAP benefits are funded with Federal dollars. 

When everyone who is eligible for the program 

receives benefits, State and local economies 

also benefit. 

ó Research shows that low-income households 

participating in SNAP have access to more 

food energy, protein, and an array of essential 

vitamins and minerals in their home food supply 

compared to eligible nonparticipants.

ó Since SNAP benefits help defray the costs of 

buying healthy foods, low-income people are 

less likely to have to make hard choices between 

eating right and paying for other essentials. 

USDA and the antihunger community are working 

as partners to ensure that everyone who is eligible 

for SNAP knows about it and is able to access 

benefits.

ó Many low-income people are not aware of their 

eligibility and how to apply, particularly those 

who are working, seniors, or legal immigrants.

ó To ensure that everyone who is eligible knows 

about the benefits of the program, USDA is 

conducting a national media campaign. 

Following are suggested talking points regarding SNAP. You are encouraged to localize this information 

with State or local SNAP data, or promote State-specific resources such as a toll-free SNAP information 

line or prescreening tool. 

SNAP TALKING POINTS AND MESSAGES
A | 14

Introduction

Why are Questions and Answers (Q&As) important? Q&As are anticipated questions and suggested 

answers that program administrators and outreach spokespeople can study to help get ready for media interviews or other public speaking. You might receive these questions from the media, the public, or others. 

Here are some examples of Q&As about SNAP outreach:

Why are you encouraging people to enroll in SNAP?

SNAP is a nutrition assistance program that helps low-income people put healthy food on the table. SNAP 

supplements the food budgets of low-income people who are having a tough time paying for food for 

themselves or their families. Children have important nutritional needs and they make up about half of 

those currently receiving SNAP benefits. We want everyone who is eligible to have the opportunity to apply for benefits so that they can have access to healthier diets. Our outreach efforts are specially targeted 

to people who are least likely to understand that they may be eligible: elderly persons, immigrants, and 

working poor. 

Why are you encouraging the use of SNAP benefits when application numbers 

are increasing already? 

Yes, enrollment numbers are increasing. However, there are still many people who need help. Currently, 

in an average month, more than 13 million eligible households are NOT receiving SNAP benefits. This is 

usually because they do not think they qualify, or think there are people in greater need of the benefits. We 

want to reach out to those people, encourage them to get prescreened, and, if appropriate, apply for SNAP 

benefits so they can get help with their grocery bills. SNAP benefits are not only good for low-income 

people; they also help the local economy. 

Are the financial benefits worth the effort to enroll? 

SNAP benefits are not intended to be the only means of paying the grocery bill, but they do help 

low-income people purchase healthier food items, such as fruits and vegetables. Monthly benefits vary 

based on income and household size. On average, an eligible person receives around $101 per month 

(fiscal year 2008 data). This additional support will help low-income households purchase nutritious 

foods for a healthy diet. 

Can people purchase whatever they want with their SNAP benefits?

SNAP benefits are intended to supplement a households’ grocery budgets and help them purchase healthier foods. Households can use SNAP benefits to purchase a wide range of food items. Participants are 

encouraged to use their SNAP benefits wisely to maximize their nutrition impact and economic value. 

To that end, they are encouraged to buy nutrient-dense foods such as whole-grain bread and cereals; 

fruits and vegetables; lowfat meats, fish, and poultry and milk products. Other items that can be purchased with SNAP benefits are seeds and plants that produce food. Nonfood items cannot be bought 

with SNAP benefits. 

SNAP QUESTIONS & SUGGESTED ANSWERS

FOR PROGRAM ADMINISTRATORS AND SPOKESPERSONS
A | 15

Introduction

I have heard that enrolling in SNAP is difficult. What does it involve? 

USDA and State and local agencies that administer SNAP are working to improve the application process 

by simplifying forms, offering extended office hours, and, in some instances, allowing online applications. Anyone can check to see if they might qualify for benefits through an online prescreening process 

at www.snap-step1.usda.gov/fns/ .

Anyone interested in finding out more about how to apply should call 1-800-221-5689 for information. 

[Localize this information if your State or community has a toll-free number.]

How long does it take to start receiving benefits? 

If you are in special need because of very low income, you may receive benefits within 7 days, if eligible. 

However, for others, it may take up to 30 days to receive benefits. At the time of application, an eligibility 

worker will give applicants this type of information. 

What measures are taken to prevent SNAP fraud?

USDA is committed to integrity in all of its nutrition assistance programs. USDA has taken several steps 

to make it easier to identify and punish those who misuse SNAP benefits. Retailers who violate program 

rules, recipients who try to obtain their benefits based on false information, or recipients who sell their 

benefits can be removed from the program, fined, and even jailed. Also, with the introduction of the electronic benefit card (EBT), which works much like a debit card at a grocery store, the USDA is better able 

to track and deter fraud. 

Doesn’t the EBT card make it easier for people to abuse the system?

No. The EBT card makes it more difficult for people to commit SNAP fraud. EBT eliminates paper food 

stamps and creates an electronic record for each transaction, making fraud easier to detect. Not only does 

the EBT card cut down on SNAP abuse, but it also reduces the stigma some people associate with receiving SNAP benefits. 

Why are you advertising a free benefit for poor people? 

The Supplemental Nutrition Assistance Program is a nutrition program that helps low-income people 

have better diets, and better eating can mean better health. There are many people who are eligible for 

SNAP benefits but are not participating in the program. SNAP is a win-win for local retailers and local 

communities. Each $5 in new SNAP benefits generates up to twice that amount in economic activity 

for the community. Average SNAP benefits are about $101 a month per person (fiscal year 2008 data), 

translating to money spent in local grocery stores. Everyone wins when eligible people take advantage 

of benefits to which they are entitled.
A | 16

Introduction

Many communities have a wealth of information available to help your organization promote the nutrition benefits of SNAP. Focusing on nutrition can help your organization get the attention of individuals 

who might not be inclined to pick up SNAP informational materials. This gives your organization an 

opportunity to explain SNAP as a nutrition assistance program to potential applicants as well as employers, community leaders, and others, who might still associate SNAP with welfare programs. Learn more 

about SNAP nutrition education providers in your community and what role each organization can play 

to increase SNAP participation. 

What is the goal of SNAP Nutrition Education?

The goal of the SNAP is to improve the likelihood that persons eligible for SNAP will make healthy food 

choices within their limited budget and choose active lifestyles, as the Dietary Guidelines for Americans 

and the USDA Food Guidance System (MyPyramid) recommend. 

Why should my organization consider collaborating with SNAP Nutrition Education providers? 

Outreach and SNAP Nutrition Education can work together to communicate messages about how SNAP 

can help needy families obtain healthy foods. The possibility of better nutrition can help generate interest in SNAP among potentially eligible persons as well as community workers serving that population. SNAP 

Nutrition Education providers have conducted needs assessments to identify which nutrition messages to 

promote and strategies for communicating these messages to SNAP-eligible population. They also have 

access to nutrition education materials that are consistent with national nutrition initiatives. By working 

together, outreach and nutrition education can communicate accurate, unified, and reinforcing messages 

that have a more powerful reach.

FNS recently developed a series of nutrition education and promotion materials targeting mothers entitled 

Loving Your Family, Feeding their Future: Nutrition Education Through the Food Stamp Program. The 

nutrition education messages are based on the Dietary Guidelines for Americans, 2005. These nutrition 

education messages address the needs of English and Spanish speaking mothers with limited literacy 

skills. This series of education materials includes an educator’s handbook, four discussion sessions with 

accompanying participant handouts, participant guidebook, and an online educator’s learning module 

with a flash video component. These materials were developed primarily for SNAP Nutrition Education 

participants, however, they can be used in other nutrition education settings with similar target audiences 

such as the Special Supplemental Nutrition Program for Women, Infants and Children (WIC) program. 

Educators can access Loving Your Family... materials at http://snap.nal.usda.gov.

COLLABORATING WITH SNAP-ED PROVIDERS IN YOUR COMMUNITY
A | 17

Introduction

WHERE CAN I GO TO LEARN MORE ABOUT SNAP NUTRITION EDUCATION? 

States often provide nutrition education to SNAP participants through contracts with the Cooperative Extension System, State Nutrition Networks, public health departments, and other organizations. 

SNAP Nutrition Connection, a project of the USDA Food and Nutrition Service and 

the National Agricultural Library, maintains a list of State SNAP Nutrition Education providers. 

You can access it online at www.nal.usda.gov/ request a print copy by phone at 301-504-5719, or 

e-mail FSNC@nal.usda.gov. 

You can also contact your State or local SNAP offices for information on SNAP Nutrition Education activities in your area. 
1

HOW TO

Toolkit

FOR ALL IT’S WORTH!

Milk this

Hook ‘Em,

THEN REEL THEM IN

2
B | 1

Developing and maintaining

Partnerships 

How can partnerships help my organization with outreach?

Although you can conduct Supplemental Nutrition Assistance Program (SNAP) outreach alone, your efforts will be more successful if you work with like-minded organizations. Since only local SNAP offices 

can certify clients for benefits, one of your most critical partners is your local SNAP office. 

Partnerships with other groups can expand your ability to get the word out about SNAP benefits by:

• Providing new avenues of communication; 

• Increasing the visibility and credibility of your message through a unified community voice; 

• Leveraging your limited resources, and making sure your efforts are not duplicative. 

Here is what you will find in this section:

3 Ten steps for establishing a partnership;

3 Useful template materials that can be tailored for local needs; and

3 Examples of partnership materials. 



KEYS TO:

Partnership

Development

What if I have questions about outreach and partnerships?

Go to the SNAP Web site at http://www.fns.usda.gov/snap/outreach/default.htm. There you will find free 

materials, such as posters, brochures and flyers, to order as well as general information about outreach, 

outreach strategies, and promising practices.

Learn from your colleagues by joining the SNAP Outreach Coalition, a nationwide network of advocacy 

groups and partner organizations that works to promote the health and nutrition benefits of SNAP. Formed 

in 2003, this core group of national food banks, community and faith-based groups, and service organizations works together to end hunger and improve nutrition. 

For more information about the Coalition, please visit the Web site at http://www.fns.usda.gov/snap/outreach/about.htm. You also will find a listing of national partners that may have a local chapter with which 

you can collaborate. 

What are the steps for developing and maintaining a partnership?

You can establish a partnership by following 10 simple steps. These steps may also be helpful if you are 

approached by another community organization or a local SNAP office seeking a partnership with you. 
B | 2

STEP 1 | INFORM YOUR LOCAL SNAP OFFICE

One of your most important partners is your local SNAP office. You may need 

to work through these 10 steps with your local SNAP office even before you 

work through them with other potential partners. It is important to keep the 

SNAP office informed and updated as you move forward with your plans with 

other partners. 

There are several important reasons to inform your local office at an 

early stage in your planning:

• Only a local SNAP office can certify eligible participants. Local 

offices need to know to expect new customers as a result of your outreach so they can adequately prepare. 

• The local office may want to assess its customer service procedures 

before the partnership launches as another way to prepare for new 

customers. To be successful, work together to make sure there are 

no customer service barriers when potential applicants contact the 

local office. 

• The local office may need to review outreach activities already in 

place at the county and State level, as well as State policies on specific 

aspects of partnership. 

• If you plan to discuss the optional State outreach plan with your local 

office, give the local office time to find out if the State has an optional 

outreach plan. If the State doesn’t already have a plan, it may be something to explore as a possible funding source for your partnership. If the 

State has a plan, explore how your agency can be included. 

The local office can also provide or help you obtain a wealth of 

information, including:

• Data on the underserved populations in the community;

• Updates on the outreach they are already doing, so you can enhance 

their efforts;

• Details about local office services, phone numbers, locations, and hours;

• Application forms and informational materials; 

• Assistance with tracking and administrative data; and

• Training for your employees, partners or volunteers. 

10 STEPS TO 

DEVELOPING AND 

MAINTAINING A 

PARTNERSHIP 

PARTNERSHIPS

1| Inform your local

SNAP office

2| Select a target 

audience 

3| Determine which 

partners will 

effectively reach 

the target audience

4| Research and 

get prepared

5| Contact your 

prospective partners

6| Jointly establish 

your outreach plan

7| Confirm the 

partnership roles 

and responsibilities 

8| Stay in touch with 

your partners

9| Evaluate your 

partnership

10| Share your 

success
B | 3

STEP 2 | SELECT A TARGET 

AUDIENCE

Figure out what populations you want to reach through your partnership. National SNAP data shows that 

the most hard-to-reach and underserved populations are seniors (age 60 and older), immigrants, and the 

working poor. However, the target audience for your community may be different.

For example, your community may have a large number of homeless individuals or unemployed 

people. You can:

• Talk to others in your office and in other community groups about which populations in your 

community tend to be underserved. 

• Work with your State and local SNAP office to review State- or community-specific 

information on underserved populations. 

STEP 3 | DETERMINE WHICH PARTNERS WILL EFFECTIVELY 

REACH THE TARGET AUDIENCE

To decide whom to choose as partners, brainstorm and make a list of organizations that your target audience trusts and uses. Seek advice from others:

• Ask the local SNAP office what organizations they work with and may be trusted by 

their clients. 

• Ask staff in your office which organizations they work with on a regular basis. 

• Take advantage of any advisory groups or county boards that work with your organization to 

find out more about how best to reach the target group. 

* Ask existing partners for input about other groups that should be involved in 

community outreach. 

• Ask your own customers for the names of groups with which they come into contact.

See page B 10 for a list of potential partners.

PARTNERSHIPS
B | 4

STEP 4 | RESEARCH AND 

GET PREPARED 

Increase your chances of success by being prepared before you contact your 

prospective partner. 

RESEARCH

Take some time to learn as much as you can about your prospective 

partner. Make sure you understand the role the organization plays in the 

community and whom the organization serves. Following are some ways 

you can do this:

• Ask others in your office what they know about the prospective partner. 

• Ask if anyone in your office has the name of a contact. 

• Study the organization’s Web site. 

GET PREPARED

Collect your ideas. Be prepared for questions your partner may ask. 

Be sure you can: 

• Provide a brief overview of your organization. 

• For community partners, promote the health and economic benefits of

SNAP. (See page B 17)

• Present the partnership as a “win-win” situation for all parties.

• Explain the role partners can play to assist potentially eligible people 

in accessing SNAP. (See page B 16 for a list of ideas)

• If the SNAP office is one of your partners, explain the role the local 

office plays in your project.

• Discuss the importance of the project and why a potential partner should 

work with you to help their customers learn about and apply for 

SNAP benefits. 

PARTNERSHIPS

Although local businesses 

have a genuine interest in 

helping out the needy in 

their community and will 

most likely have a formal 

community relations staff 

member, they also are 

driven by profit motivation 

and will have to think about 

their bottom line. If you 

plan to approach a local 

business or retailer about 

partnership, you may have 

to emphasize the economic 

arguments for participation 

expansion more than others. 

(See “Introduction” section 

for SNAP fact sheet.) Be 

sure you can tell retailers 

how SNAP participation 

helps their business 

thrive. Be sure you can tell 

employers how participation 

in SNAP will help their 

employees. 

See page B 11 for a list of 

activities for outreach 

partnerships.

SPECIAL CONSIDERATIONS 

FOR BUSINESS PARTNERS
B | 5

STEP 5 | CONTACT YOUR 

PROSPECTIVE PARTNER

As you approach potential partners, remember that enthusiasm goes a long way. But if a potential partner 

says no to your ideas, don’t get discouraged. Your ideas might not fit into their schedule right now. There 

will be other partnership opportunities. Try the next organization on your list. 

CALL

First, call the potential partner to start the ball 

rolling and gauge their interest. Here are some 

tips for making this initial call:

• Practice the talking points in advance. Do 

this regardless of whether you are talking to 

an acquaintance or someone you don’t know. 

(See the “Media Outreach” section for a 

pitch script.) 

• Don’t just read directly from the script; 

personalize and use a conversational tone. 

• Be respectful of your contact’s time; ask if it is 

a good time for a conversation.

• Offer to schedule an appointment to conduct 

a meeting in person. 

• Invite them to your offices for a tour and a brief 

overview of the SNAP application process. 

WRITE

If you can’t reach your contact by phone, send an 

e-mail or letter. The following are some tips on 

composing your e-mail or letter:

• Personalize and localize the information as 

much as possible. Your partner will want to 

know why you selected their group and what 

role you will want them to play in the project. 

(See the sample partner letter on page B 14.)

• Keep the letter short and to the point.

• Proofread your letter before sending it out. 

• Promise to follow up. Don’t wait for a call. 

Post a reminder on your calendar and call 

back in a few days.

 MEET

If you have scheduled a meeting with your 

partners, here are some helpful tips for a 

successful meeting: 

• Confirm the meeting date, time, and 

any equipment a day or two before the 

scheduled meeting.

• Consider sending your partner an agenda and 

some informational materials by e-mail or mail 

before the meeting.

• Tailor your presentation to your audience. 

Take along materials from this toolkit or your 

agency that are appropriate to your audience, 

and leave materials for the partner to review 

after the meeting.

• Provide your partners with information

about the SNAP application process. If you are 

talking with a local SNAP office, discuss how 

your organization will submit the application 

forms. Clear procedures are needed to protect 

the date the application was filed.

• Be clear about your role in this project.

• Be clear and direct about how you would like 

them to be involved.

• Be clear on funding. If there is no funding 

available, be sure that is understood.

• Bring your partnership ideas to the table. 

• Listen to the ideas your future partners have. 

• Look professional, be on time, and be 

respectful of their time.

PARTNERSHIPS
B | 6

STEP 6 | JOINTLY ESTABLISH YOUR 

OUTREACH PLAN

Once you and your partner have agreed to work together, take some time to jointly establish a plan for your 

outreach. Discuss your goals and the strategies or activities you will use to reach those goals. 

PARTNERSHIPS

Volunteers are enthusiastic and eager to help. If 

your plans call for the use 

of volunteers, be sure you 

discuss these issues with 

your partner as well: 

• How will you train 

volunteers to let them 

know what they can or 

can’t do? For example, 

they can schedule appointments and 

fill out application 

forms, but they cannot 

certify households for 

SNAP benefits.

• How will you educate

volunteers about 

SNAP? 

• How will you handle 

volunteer turnover?

• How will you thank 

your volunteers?

USING VOLUNTEERS Examples of outreach goals:

• Educate people about the nutrition benefits of SNAP benefits.

• Increase the number of applicants that fill out and file an 

application form for SNAP benefits at locations other 

than the SNAP office.

• Increase the number of individuals prescreened for SNAP benefits.

• Increase the number of callers to your or the local/State 

toll-free number.

• Develop a local Web site which will contain community resources 

or other information.

• Increase the number of hits to your Web site, if applicable.

• Promote the location containing the SNAP application 

form or prescreening tool, if applicable.

• Distribute application forms at locations such as food banks.

• Promote the EBT card to possible participants as a confidential 

way to receive benefits.

• Promote extended hours.

You will also want to discuss the following issues with your new partner:

• How many people do you want to reach?

• What are the roles and responsibilities of each partner?

• How will funding be handled?

• How will you evaluate your work? 

• How will problems be resolved? 
B | 7

PARTNERSHIPS

STEP 7 | CONFIRM THE PARTNERSHIP ROLES 

AND RESPONSIBILITIES 

Confirm your partnership arrangements in writing by sending a letter to your new partner. If the partnership is straightforward, this document can be simple. Just list the details of the partnership. You may 

want to include a summary of the role and responsibilities of each partner. For an example, see the end of 

this section. 

STEP 8 | STAY IN TOUCH WITH 

YOUR PARTNERS

Once your partnership is established and outreach is underway, keep your partners informed and involved. 

It is especially important to keep the local SNAP office informed of your work. Give them advance notice 

of any events or special projects that you host. 

Here are some suggestions to help maintain your partnership:

• Update your partners on activities. Be sure to call or meet periodically to check in on how 

things are going.

• Send periodic thank-you notes to partners and volunteers. Let them know how many new people 

are getting the benefits of SNAP as a result of their efforts.

• Offer to include your partners in promotional activities, like a newsletter or an event. 

3 Present the partnership as a “win-win” situation for all parties.

3 Agree on goals and objectives.

3 Develop clearly defined roles and responsibilities.

3 Practice clear and frequent communications.

3 Show appreciation through recognition.



KEYS TO:

Establishing 

and Maintaining

a Strong 

Partnership
B | 8

STEP 9 | EVALUATE YOUR 

PARTNERSHIP 

Although partnerships can be time-consuming, they can also be a valuable part of your work. It is important to track the value of these collaborations so that you can find out if you met your goals, and what 

did and didn’t work. You can use either process measures, outcome measures, or both, depending on the 

nature of your partnership.

PARTNERSHIP PROCESS MEASURES

• Has the number of partnerships increased since you began your alliance-building program?

• When you established your partnerships, you began with a clear list of expectations. Are those 

expectations being met?

• Do staff who are working on the partnerships feel it is proceeding well? 

• Do your partners approach you with new and creative ideas for working together?

• Have your partners provided you with new information and expertise?

PARTNERSHIP OUTCOME MEASURES

• Have you seen an increase in calls to your local number? 

• When clients call or visit the local SNAP office, are they asked how they learned about SNAP? Was 

it from your outreach effort? If these clients were a part of your project, does the local office staff 

think they are better prepared (for instance, form filled out, verification documents in hand) for the 

certification interview?

• Work with the local SNAP office to assign a code (like color, label, or number) for your 

organization that is placed on all applications that you distribute. Ask the local office if they can 

track this information and report back to you. 

• Has your ability to reach the target audience improved? Have more people from the target audience 

called or come into your office or visited the local SNAP office as a result of a partnership?

• If you host an event, such as prescreening at a grocery store, track the number of people in 

attendance and the number of applicants prescreened for SNAP benefits. 

• If certification interviews are conducted, work with the local office to track how many. 

• If informational materials were distributed, track what materials were used and how many 

were given out.

• Did your partner help generate media coverage that increases the awareness of SNAP

benefits? Keep track of the media clips.

PARTNERSHIPS
B | 9

STEP 10 | SHARE YOUR 

SUCCESS

Once you have been able to demonstrate success, share it! By sharing your partnership successes, 

other organizations will clearly see the value and benefits of joining in the outreach effort. You can:

• Mention your current partners when you are at meetings and conferences. 

• Write up your success and submit it on SNAP’s Promising Outreach Practices Web page. (See the 

Promising Practices section of the toolkit for more information.)

• Nominate your local office as a Hunger Champion. (See this Web site for more information: 

http://www.fns.usda.gov/snap/outreach/coalition/2008_hc_nomination-form.pdf.)

PARTNERSHIPS
B | 10

POTENTIAL PARTNERS

COMMUNITY SERVICE GROUPS

• Food banks and pantries

• Community action agencies

• Homeless shelters and soup kitchens

• Family support centers (e.g., day care, 

domestic violence shelters, literacy, utility 

assistance programs)

• Legal Aid 

• Salvation Army

• Goodwill

• Voluntary Income Tax Assistance 

(VITA) locations

FAITH-BASED ORGANIZATIONS

• Churches

• Temples

• Mosques

• Synagogues

CITY, COUNTY, STATE, OR FEDERAL GOVERNMENT

• Local SNAP offices

• Local health department

• Employment assistance offices, including 

one-stop career centers

• Schools

• Department of Motor Vehicles

• Property tax offices

• Mayor or city or county officials

• Housing projects

• Federal agencies (for prisoners with 

imminent release)

• Local Social Security office

• Local military bases or installations

• Local or regional IRS offices

BUSINESS AND LABOR

• Employers

• Grocery stores

• Local unions

• Transit providers 

• Utility companies

MEDICAL COMMUNITY

• Doctors

• Hospitals

• Pharmacies 

• Community Health Centers

SENIORS’ GROUPS

• Assisted living facilities 

• Area Agencies on Aging

• AARP chapters

• Meals-on-Wheels program

IMMIGRANT GROUPS

• Local consulates

• Clubes de Oriundos

• Immigrant service organizations (e.g., the Michoacan 

Federation, Lao American Community Service)

MEDIA ORGANIZATIONS

• Radio

• TV 

• Newspapers

• Internet

PARTNERSHIPS
B | 11

PARTNERSHIPS

ACTIVITIES FOR POTENTIAL OUTREACH PARTNERSHIPS

Community groups/agencies/other organizations can:

c Conduct SNAP eligibility prescreening.

c Provide application assistance. Distribute SNAP application forms and help 

potential clients fill out the forms. Explain to potential applicants what types of 

information and documentation the local SNAP office will need in order to complete the application process. 

c Provide translation services, when appropriate. 

c Include information about the nutrition and health benefits of SNAP in 

newsletters or other local outreach materials. 

c Post posters or flyers in lobbies, waiting areas, employee break areas, health 

clinic checkout areas, nutrition education rooms, etc.

c Post information on their Web site and link to Step 1, the FNS eligibility 

prescreening tool.

c Provide SNAP information or giveaways at community events such as 

health or county fairs. 

c Host a “nutrition/health fair” to promote SNAP benefits.

Retailers/grocers can:

c Play PSAs on in-store radio.

c Include flyers and brochures in mailings and weekly circulars.

c Include SNAP benefit information on store receipts and in grocery bags. 

c Print SNAP information on grocery bags. Make it lively--a grocery bag image 

containing the national toll-free number is available from USDA. (Graphic is 

included on disc in this toolkit.)

c Advertise SNAP information on grocery carts.

c Design, produce, and post promotional materials about SNAP benefits in the 

store — posters, banners, floor graphics, recipe cards, etc. (Logos for graphic 

design are included on the disc in this toolkit.)

c Provide SNAP information in the checkout display area.

c Underwrite paid advertising on local media.

c Underwrite printing of outreach materials.

c Allow eligibility prescreening to be conducted in the store or outside of it.

more>
B | 12

 Pharmacies can:

c Include SNAP information on the patient information form that is stapled to 

prescription drugs.

c Include information in circulars.

c Air PSAs on in-store radio. 

c Advertise SNAP information on shopping carts.

c Post information on pharmacy Web sites.

c Encourage sponsorship of health fairs where prescreening for benefits can take place.

Employers can:

c Include SNAP information in new employee packets, newsletters, 

job training programs, etc.

c Put a notice about a local or national toll-free number on check stubs.

c Make periodic announcements about SNAP over the intercom system.

c Post SNAP information on bulletin boards.

Transit companies can:

c Provide free advertising space on bus shelters, buses, and subways/light rail.

c Include flyers and brochures in mailings.

Utility companies can:

c Put SNAP benefits information in newsletters.

c Print information on utility bills.

c Enclose insert along with invoice.

c Allow organizations to give out informational materials or prescreen for 

SNAP benefits onsite.

Media organizations can: 

c Air public service announcements (PSAs). (See the PSA section of this toolkit 

for further information.) 

c Provide a disc jockey or on-air celebrity to be the official spokesperson of your outreach 

effort, or make an appearance at community events, such as a “nutrition fair.”

c Serve as a media advisor to your outreach efforts.

c Introduce groups to local advertisers who may be interested in funding newspaper, 

radio, or TV ads.

ACTIVITIES FOR POTENTIAL OUTREACH PARTNERSHIPS

PARTNERSHIPS
B | 13

PARTNERSHIPS

PARTNERS WITH A COMMON GOAL

Community and faith-based groups, retailers, and antihunger advocacy groups across the country have a 

common goal to reduce hunger and improve nutrition. 

STRENGTH IN NUMBERS

By coming together in partnership, we can advance our efforts to inform individuals and families in our 

communities about SNAP, ensuring that everyone can eat right, even when money’s tight.

RAISING AWARENESS

There are a number of ways you can help inform members of your community about the nutrition benefits 

of SNAP.

WAYS TO INFORM MEMBERS OF YOUR COMMUNITY

c Provide free SNAP resources including flyers 

for waiting rooms, health fairs, libraries, and 

community centers.

c Insert free SNAP materials in grocery bags, 

informational packets, new employee materials, etc.

c Include the SNAP toll-free number, 1-800-

221-5689, or Web site www.fns.usda.gov/snap

on promotional pieces such as posters, flyers, 

milk or egg cartons, paper or plastic bags, 

store receipts, and in-store displays. 

c Include information about Step 1, SNAP’s 

online prescreening tool, in promotional 

pieces or make arrangements with employers 

or senior groups to allow individuals to use 

the prescreening tool to learn their possible 

eligibility for SNAP benefits.

c Publish an article about the nutrition benefits 

of SNAP in your employee or group newsletters and magazines. 

c Broadcast SNAP public service announcements (PSAs) at your store or company or 

use your contacts to get donated time at radio 

stations. PSAs can be downloaded from 

www.fns.usda.gov/cga/Radio/radio.htm.

c Add a link to www.fns.usda.gov/snap from 

your Web page.

c Host a special SNAP prescreening event, 

cooking demonstration, or information fair. 

c Volunteer at an activity to raise awareness 

about SNAP (options could include helping at 

a food pantry or food bank, soup kitchen, or 

prescreening event). 

c Subscribe to the SNAP Outreach Coalition 

listserv and learn about other outreach efforts 

taking place across the country. To join, send 

an e-mail to outreach.coalition@fns.usda.gov.

GET INVOLVED!
B | 14

[DATE]

[NAME]

[TITLE]

[BUSINESS/ORGANIZATION]

[ADDRESS]

[CITY], [STATE] [ZIP CODE]

Dear Mr./Ms. [NAME]:

The Supplemental Nutrition Assistance Program (SNAP) is the first line of defense against 

hunger. On behalf of [ORGANIZATION NAME], I am writing to invite you to lend your 

support to [STATE/CITY/TOWN’S] SNAP outreach effort by [Describe the request — an activity you would like the organization to participate in, such as: hosting a health fair or prescreening 

event; volunteering; distributing informational flyers; promoting events; etc.]. 

The goal of this outreach effort is to ensure that everyone who is eligible for SNAP knows 

about the program and is able to access benefits. Our organization is helping to promote the 

nutrition benefits of SNAP. 

[Provide local information on what your organization is doing, who you plan to target in your 

campaign, and the need in your community (number of potentially eligible individuals that are not 

being served for this type of effort.)] 

We hope you will join us in supporting [ORGANIZATION or COALITION NAME’s] 

outreach efforts; we would be honored to work with you. With your support, we are confident that we can reach more of [CITY/STATE’s] individuals and families not yet enrolled in 

SNAP. By participating, [List benefits to organization such as: reinforces position as community 

leader; provides opportunity for positive media exposure; offers community service opportunities; 

etc.].

I will contact you in the next few days to further discuss the vital role you can play in helping our community. In the meantime, feel free to contact me at [PHONE NUMBER] should 

you have any questions. I have also enclosed additional information on SNAP benefits for 

your review.

Again, we hope you can join us in supporting this important effort, and look forward to 

speaking with you soon.

Sincerely,

[NAME]

[TITLE]

Enclosures

PARTNERSHIPS

How can I initiate a 

partnership? If a relationship is not currently 

in place, a good way to 

initiate a partnership is 

by sending a letter to 

a community relations, 

marketing, or communications contact. Your 

letter should outline 

your outreach effort, 

provide background 

information on your 

organization and SNAP, 

and describe the nature 

of your partnership request. Following is 

a template letter that 

you can use with your 

own letterhead. 

PARTNER LETTER TEMPLATE
B | 15

PARTNERSHIPS

Highlighted are 

some examples 

of what you 

might include 

in this letter.

PARTNERSHIP AGREEMENT LETTER TEMPLATE

Within your community, 

there may be a host 

of potential partners 

interested in joining 

your effort to boost 

SNAP enrollment and 

inform people of the 

nutrition benefits of 

the program. Retailers, 

businesses, community-based organizations, 

and government entities 

can all play a vital role 

in SNAP outreach. 

[DATE]

[NAME]

[TITLE]

[BUSINESS/ORGANIZATION]

[ADDRESS]

[CITY], [STATE] [ZIP CODE]

Dear Mr./Ms. [NAME]:

Thank you so much for agreeing to partner with [NAME OF YOUR ORGANIZATION] to help 

us reach those low-income individuals and families in our community who can benefit from the 

Supplemental Nutrition Assistance Program (SNAP). Our partnership is part of a larger national 

effort to ensure that everyone who is eligible for SNAP benefits receives them. 

Below is an outline of the partnership specifics we discussed: 

In-Kind Donations

• Financial contribution for production of materials such as pamphlets, 

bus/subway ads, bus/subway shelter ads, pot holders, recipe cards, etc.

• In-store space to conduct nutrition events, prescreenings, etc.

• Placement of PSA or donated print advertisement space, etc.

• Personnel support to help fill out SNAP application forms, 

obtain verification documents, etc.

Promotional Opportunities

• Appearance of company name in SNAP media materials.

Visibility–Advertising, Media and Event Signage

• Your company’s logo on SNAP signage and in outreach materials.

• Opportunity for a company representative to attend/participate at event(s).

We’re so glad you see the value of partnering on such an important outreach effort. Please feel 

free to call me at [PHONE NUMBER] with any questions. Thank you once again. 

Sincerely,

[NAME]

[TITLE]
B | 16

Help your customers learn about the nutrition benefits of SNAP. SNAP benefits bring Federal funds 

into your community that can increase sales at your store. With SNAP benefits, your low-income 

customers can purchase more healthy foods such as fruits and vegetables, whole-grain foods, and 

dairy products. As a retailer, you can:

PARTNERSHIPS

10 IDEAS FOR RETAILER SNAP OUTREACH

1. DISPLAY SNAP posters, flyers, magnets, and other materials. Go 

to http://www.fns.usda.gov/snap/outreach/default.htm for free 

USDA materials and promotional items.

2. INVITE local groups such as food banks, antihunger 

groups, or other community or faith-based groups to staff 

an information table to give out SNAP information or 

prescreen customers for eligibility.

3. PUT SNAP information, such as national or local SNAP toll-free numbers, on grocery bags and in 

weekly circulars and bulletins.

4. PUBLISH SNAP materials in 

languages spoken in your community.

5. PRINT SNAP promotional 

messages on store receipts.

6. BROADCAST SNAP public service announcements in the store.

7. HOST nutritious food tastings or cooking demonstrations. Give out recipe cards that contain nutrition information and the national or local SNAP toll-free number.

8. FORM partnerships with local community and advocacy 

groups. Host a “health fair” to conduct SNAP eligibility prescreenings. Invite local media to the event.

9. PARTNER with EBT processors to educate cashiers about 

the benefits of SNAP.

10. ENCOURAGE EBT processors to add recorded messages 

to help-desk numbers promoting the nutrition benefits of SNAP 

and encouraging SNAP clients to “tell a friend.”
B | 17

PARTNERSHIPS

• Stretch food dollars. Those receiving SNAP 

benefits spend more money on food than other 

low-income households. 

• Fight obesity through education.

Nutrition educators teach SNAP 

participants the importance of a quality 

diet, how to prepare healthy foods, and 

how to make healthy choices.

• Put food on the table for their children. 

SNAP benefits are an investment in our future. 

Nearly 50 percent of participants are children.

• Keep elderly family members independent.

For the elderly, participation can help 

improve nutritional status and well-being 

and increase independence. Nine percent of 

SNAP recipients are age 60 or older.

Make the transition to self-sufficiency.

SNAP helps participants become 

financially stable and provides needed 

support as they transition to self-sufficiency. 

Half of all new participants will leave the 

program within nine months.

The Program Helps Low-Income Families: 

• Support local food retailers. The average 

monthly SNAP benefit is approximately $222, 

which is spent in local grocery stores.

• Generate economic activity. Every $5 in new 

SNAP benefits generates up to $9.20 in community spending.

• Support farms. On average, $1 billion of 

retail food demand by SNAP recipients generates 3,300 farm jobs.

• Leverage Federal funds. SNAP benefits are 

Federal funds. By increasing the number of 

people in SNAP, communities can bring Federal money into their States and communities.

The Program Helps States and Local Communities:

• Achieve optimal performance. Employees 

whose food needs are met at home may have 

higher productivity and take fewer sick days 

for themselves and their children. 

• Attain self-sufficiency. SNAP benefits supplement the food budgets of low-income workers 

so they can stay independent and 

work toward self-sufficiency.

The Program Helps Businesses and Workers:



SNAP: PUTTING HEALTHY FOOD WITHIN REACH
B | 18

PARTNERSHIPS

SAMPLE MAILER INSERTS: PROJECT BREAD 

ENGLISH AND SPANISH
 Pairing 

your message

WITH T HE RIGHT AUDIENCE

3
C | 1

MEDIA OUTREACH

MEDIA OUTREACH

Why media outreach?

One of the most efficient and cost-effective ways to inform members of the 

community about the Supplemental Nutrition Assistance Program (SNAP) is 

through local television, radio, and newspapers. 

What is media outreach?

Media outreach takes many forms — from a simple call to a reporter to suggest 

a story, to a formal press release or an organized event. All can be effective. 

Match your media efforts to what works best in your community. 

Why would the media be interested in covering SNAP issues? 

There are many compelling sides to the SNAP story. It is about the strength of 

a local community working together to help those who are less fortunate. It is 

about people facing challenges and doing what is right for themselves and their 

families. It has all the elements of an interesting story that local media want to 

cover. Your local media have both a community responsibility and a business 

interest in providing readers and viewers with valuable information. 

What does media outreach involve?

Media outreach consists of the following seven steps:

1. SELECT a target audience. 

2. DEVELOP a media list. 

3. BRAINSTORM story ideas.

4. PREPARE materials and information.

5. IDENTIFY spokespersons. 

6. CONTACT the media.

7. EVALUATE your efforts.

You may not have the time or resources to follow every step. The important 

thing is to keep the media informed about what you are doing so they can get 

the word out to eligible people in your community that SNAP benefits are available to them.

How will this section help me with media outreach?

This section of the toolkit elaborates on each of the seven steps. It also provides information on media 

outreach tactics that require a little more effort, such as media events and getting into the media’s editorial 

section. Regardless of how elaborate your effort is, this section will help you to work more effectively with 

the press and garner positive media coverage of hunger and nutrition issues and SNAP.

Understanding that you may be working with limited staff resources, this section of the toolkit also 

includes tips and template materials to use when you contact the media.

TIPS & TOOLS

Placing stories in your 

local community’s print 

and broadcast media 

can lead to bigger things. 

Frequently, statewide and 

national media outlets get 

story ideas from coverage at the local level. Do 

not be surprised if a story 

about SNAP outreach in 

your community is picked 

up by one of the major 

networks! Recently, a story about SNAP participation in local media outlets 

in Pennsylvania and 

Texas caught the eye of 

National Public Radio and 

led to an airing of a positive story about SNAP.
C | 2

MEDIA OUTREACH

STEP 1 | SELECT A TARGET 

AUDIENCE

Select your audience(s). Determine whom you are trying to reach before you begin your media outreach. 

Generally, you are trying to reach people who are eligible for SNAP benefits but not receiving them. Specific examples include:

• People 60 years of age or older

• Children

• Families

• Working poor

• Immigrants

National research shows that the most underserved and hardest-to-reach populations tend to be seniors, 

immigrants, and the working poor. The audience for your community may vary. Talk to people in your local SNAP office to see whom they are trying to reach. Do your own research on underserved populations 

and the best methods to reach your selected audience(s). For more on this, see the Resources section of 

this toolkit.

GOALS

Before you begin your outreach, establish some simple goals for your effort. Examples include:

• Educating people about the nutrition 

benefits of SNAP

• Increasing the number of calls to the 

local, State, or national toll-free number

• Increasing hits on your Web site

• Promoting the EBT card

• Promoting extended hours for SNAP application certification interviews

STEP 2 | DEVELOP A 

MEDIA LIST

Determine the best channels for reaching your target audience by researching the answers to the following 

questions. Then begin to create a media list, which is a list of local news media organizations and their 

contact information. 

Does your target audience:

• Listen to certain radio stations? 

• Watch particular TV channels? 

• Read local community papers or daily newspapers?
C | 3

MEDIA OUTREACH

Check with your partner organizations to see if they already have a list that they are willing to share. 

POINTERS TO DEVELOP A MEDIA LIST

3 Check the local phone book for listings of television and radio stations, local daily and weekly newspapers, 

and magazines.

3	 Use the U.S. Newspaper List Web site at www.usnpl.com.

3	 Check the local library for media reference books, such as the Bacon’s Newspaper Directory or the News 

Media Yellow Book.

3	 Check newspaper and television Web sites. Search their online archives to find names of reporters who 

have covered stories on SNAP, hunger, poverty, or nutrition in the past. Review the articles previously written or stories broadcast by the reporter to get a feel for her or his style and areas of interest.

3	 Ask your clients about their preferred local media sources.

3	 Add reporters’ names to your list when you read a story or meet a reporter working on a story about hunger 

or community groups.

3	 Add the local offices or bureaus of national media organizations. These are typically located in State 

capitals or large cities. Wire services like the Associated Press (AP) (see page E 5), Reuters, and the 

Scripps Howard News Service provide articles to local newspapers. Large radio and television networks 

also distribute stories to local affiliates. A listing of these is provided on page E 6.

As you build your media list, add the names and contact information (phone, e-mail, fax, address) for 

specific individuals within each organization. These individuals may include reporters, editors, and/or 

producers. By appealing to specific individuals, you are more likely to get a response. Double-check to 

make sure your contact names are up-to-date Call the main number of the newspaper or station and ask 

the operator for assistance.

On your list, also make note of publication dead lines so you can contact editors and reporters well in 

advance of when you hope to actually see your story in print.
C | 4

MEDIA OUTREACH

CHOOSING THE MOST APPROPRIATE CONTACT 

There are a number of individuals within a news organization who shape what is printed or broadcast. 

People to include on your media list are:

APPROPRIATE CONTACTS

NEWSPAPER

• Reporters who cover health, social, and family issues, 

• Writers for the calendar or community events page,

• Community columnists, 

• Editorial page editors, and 

• Assignment editors who direct reporters or photographers to 

cover events.

TV

• Reporters/on-air personalities,

• Planning/assignment editors,

• News broadcast producers, and 

• Producers of morning shows or community programs.

RADIO

• News directors,

• Assignment editors, 

• Public affairs show hosts and producers, and 

• On-air personalities or commentators.

Keep in mind that each media outlet may have a separate staff that writes for its Web site, and remember 

to include smaller media outlets, such as local cable access TV stations, community newspapers, and local 

parenting magazines and tabloids. 
C | 5

MEDIA OUTREACH

SAMPLE MEDIA FILE
C | 6

MEDIA OUTREACH

STEP 3 | BRAINSTORM 

STORY IDEAS

Although much of the news covered on TV or in the newspaper is unanticipated, you can sometimes 

generate interest by calling the media with a compelling story. 

What makes your story newsworthy? 

Consider the aspects of a news story that kept you engaged and interested. Provide local statistics and 

stories and offer the reporter an interesting angle.

What are some examples of newsworthy stories?

• Launch of a new program.

• Start of a new outreach effort for a specific audience like seniors, immigrants such as Hispanics, or 

working poor.

• Information about an organization or a community leader who has recently shown interest in issues 

such as nutrition or SNAP benefits.

• Community happenings that tie into SNAP issues, such as a factory closing or a new community 

partnership. 

FIVE COMPONENTS OF A NEWSWORTHY STORY



TIMING: The word news means exactly what it says: things that are new. In this electronic 

age, people are used to receiving immediate news updates. If it happened today, it’s news. 

If the same thing happened last week, it’s no longer interesting. Think ahead to upcoming 

actions, events, holiday or seasonal stories, and volunteer appreciation stories — and plan 

your media outreach in advance so reporters can get the story while it is still news.

 SIGNIFICANCE: The number of people affected by a story is important. If a significant 

number of people in your community are eligible for SNAP, yet are not tapping into the benefits, this will be considered newsworthy.

 ̧ PROXIMITY: The closer the story hits to home, the more newsworthy it is.

 PROMINENCE: Famous people get more coverage simply because they are famous. But 

celebrities do not have to come from Hollywood — they can be local politicians, prominent 

business owners, hometown sports heroes, or key community leaders.

HUMAN INTEREST: Human interest stories appeal to the readers’ emotions. Talking 

about the benefits of SNAP through a first-person account is a good way to personalize 

what readers or viewers might otherwise think is merely a government program that has no 

relevancy to their lives.
C | 7

MEDIA OUTREACH

STEP 4 | PREPARE MATERIALS 

AND INFORMATION

Once you have your story idea, get ready to present it to your local media. 

How do I prepare my story?

Start by preparing any new materials and collecting background information. You might wish to check 

with your local SNAP office to see whether they have information you can use that is specific to 

your community.

In some cases, you might not need to develop any media materials. You may simply call or e-mail a 

reporter with your pitch (see step 6). 

If your story idea is time-sensitive or about a piece of breaking news, develop a press release. 

Sample media materials are provided in the media relations section.

EXAMPLES OF MEDIA MATERIALS THAT MAY NEED TO BE PREPARED

• PRESS RELEASE: A 1–2 page document with information about your news. Press releases should 

be issued only for timely and significant happenings. 

• MEDIA ADVISORY: A 1-page document that lists enough information to pique a reporter’s interest 

without giving away the whole story. Usually, these are sent out before media events (see pages 

F 6- F 10 for more information).

• PITCH LETTER: A brief letter that presents your story idea.

• FACT SHEET: A document with statistical information about your news.

• BIOGRAPHIES: Background information about your spokespeople.

• FREQUENTLY ASKED QUESTIONS (FAQ): Information about SNAP benefits, hunger, nutrition 

issues, and so forth, including such information as locations of local SNAP offices, the 

local toll-free number, and extended office hours or online applications.

• GRAPHICS: Charts on local enrollment trends, participation, or numbers of people who are 

eligible, but not participating.
C | 8

MEDIA OUTREACH

STEP 5 |	 IDENTIFY 

SPOKESPERSONS

OFFICIAL SPOKESPERSONS

Identify people whom the media can interview about the story. These may be local health experts, 

nutritionists, grocers, or human services providers. Be sure you have the full name, title, and contact 

information of these individuals readily available. Be sure that your spokespersons are approved by their 

organizations to speak to the media, and that they:

• Know SNAP;

• Are available to appear on television or radio and to be interviewed by the print press;

• Are comfortable speaking to media; 

• Are able to clearly communicate the point you want to get across; 

• Can respond effectively to questions; and

• Will be considered credible, trustworthy sources of information by viewers or readers. 

TESTIMONIALS

To add a human interest angle to the story, try to find people in your community who would be willing to 

share their SNAP benefits stories with the media and talk about how the support helped them get back on 

their feet. Speak to your partners to see if they can help identify someone like this. 

Once someone has been selected, make sure the person is comfortable telling his or her story and has a 

positive experience to share. You will also need to confirm with the media outlet whether or not they have 

to use the true identity of the person giving the testimonial. A SNAP recipient may be uncomfortable using his or her name; some individuals might want to use an alias and others might want to just use their 

first name.

STEP 6 | CONTACT 

THE MEDIA

What are some helpful tips on contacting reporters?

• Select the most appropriate reporters for your specific story. Do not bombard reporters with story ideas 

that are not relevant to the reporter’s beat or specialty. For example, if you are pitching a story about the 

economic benefits of SNAP, contact the reporter on your media list who covers the local economy. 

• Find out how reporters like to be contacted and respect their time. Ask if a reporter prefers phone

calls, e-mail, or news the old-fashioned way — by U.S. mail. Reporters may keep odd hours and juggle 

several assignments at once. Be respectful of their schedules and how they like to receive information. If 

you need to send out a press release or media advisory to a mass list rather than individual names, be sure 

to put e-mail addresses in the blind copy (bcc:) field to avoid sharing e-mail addresses with all the other 

recipients. 
C | 9

MEDIA OUTREACH

• Review your talking points before 

you call reporters. Have your ideas 

ready (see page F 3 for a pitch script 

sample) since most reporters are extremely busy and will give you only 

a minute or so to make your case before deciding if they are interested.

• Make sure your e-mail subject 

line is descriptive but concise. Include a short (about two paragraphs), 

catchy pitch along with your contact information. (See sample at 

the end of this section.) Make the 

reporter’s job as easy as possible 

by providing the most important information in the first paragraph. Include a link to the SNAP Web page 

(www.fns.usda.gov/snap/outreach/

default.htm), as a reporter will often visit the Web site for insight 

before calling back.

• Avoid using all caps or excessive 

punctuation. Reporters avoid anything that looks like unsolicited email or “spam.” Avoid using attachments when contacting a reporter 

for the first time, as he or she may 

suspect the attachment of containing 

a computer virus. Copy and paste 

relevant text into the body of 

the e-mail.

• Introduce yourself fully on phone 

calls. Reference previous conversations, if applicable, to jog their memory as to who you are and why you’re 

calling. Ask whether it is a good time 

to talk. If they cannot talk, offer to 

call back later at their convenience. 

If they have time to talk, get to your 

point quickly and gauge their level 

of interest based on the response. If 

they are not interested, they will let 

TIMING YOUR OUTREACH

TYPE OF 

OUTLETS DESCRIPTION TIMING MONTHLIES

Monthly publications are 

typically magazines, often 

designed to appeal to a 

particular segment of the 

community. They are not as 

focused on time-sensitive 

news events, and are therefore good channels for communicating “big picture” 

stories and features.

Stories created 

for monthlies must 

often be written 3 

to 6 months prior to 

publication date.

WEEKLIES

Weeklies can come in a 

magazine or newspaper 

format, and often are distributed free at grocery stores 

or other popular community 

locations.

Plan on contacting weeklies 2 to 6 

weeks before you 

hope to see 

your story in print.

DAILIES

Dailies are defined as local 

newspapers that focus on 

breaking news, although 

they are also good outlets 

for in-depth features.

For feature stories, 

plan on contacting 

dailies 2 to 3 weeks 

before you hope 

to see your story 

in print.

BROADCAST

Broadcast outlets include 

television and radio. 

Broadcast news tends to 

provide live coverage of 

news events, and relies 

on images or audio sound 

bites to tell the story. Broadcast outlets can also be 

interested in longer stories, 

particularly for morning or 

community shows.

For feature-length 

stories, contact the 

producer of the 

segment you are 

pitching 2 to 3 weeks 

before you hope 

to see your story 

on the air.
C | 10

MEDIA OUTREACH

you know. 

• Be reliable. Nothing will squelch a media relationship faster than a promise you cannot deliver. Do 

your best to get reporters what they need in advance of their deadlines. However, if you won’t be able 

to come through, let them know as early as possible.

• Follow up. Although some reporters will provide coverage after one phone interview, that is frequently 

not enough. It is important to be in front of reporters on a consistent basis with compelling information 

that demonstrates what you are pitching is viable, credible, and worthy of coverage. Be sure to offer 

reporters the additional elements they would need to round out their stories — photos, Web site information, toll-free numbers, listing of local SNAP offices, and additional resources, if necessary. 

• Know when to keep at it and when to let go. No matter how passionate you are about a story, some 

reporters will never buy in. A good way to circumvent a quick “no” is to pitch by phone rather than email (unless that is a reporter’s preference). This will get you better results and allow you to build the 

relationships you need to ensure consistent success. When using the phone, leave one message only, and 

then continue to call at different times of the day until you are able to speak to the reporters. Once you 

have them on the line, it is much easier to make your case, as you can engage a reporter in a conversation 

and handle questions or objections as they arise.

WHAT ARE REPORTERS’ DEADLINES?

PRINT:

Call a newsroom between 

10 a.m. and 2 p.m., when 

reporters are most likely 

not in planning meetings 

or working against a 5 

p.m. deadline.

©

TELEVISION: 

Call assignment or planning 

editors after 10 a.m. and 

before 3 p.m., but not in the 

hour or so before a noon 

newscast. It’s best to call 

the assignment desk after 

the morning planning meeting, which usually ends 

between 9:30 and 10 a.m. 



RADIO: 

Call early, around 7:30 

to 8:30 a.m. After that, 

staff often has planning 

meetings, but you can 

start calling again after 

10 a.m. News directors, 

reporters, and producers 

are often gone by the 

afternoon. 


C | 11

MEDIA OUTREACH

STEP 7 | EVALUATE

Reviewing and analyzing your media outreach allows you to determine whether you reached your goals 

and what did and didn’t work. It also gives you an opportunity to share your success. The end result need 

not be an exhaustive report, just some information to help you track your efforts. 

How can I chart our media outreach efforts?

• Set goals before you begin so that you have 

something to measure (for example, place one 

newspaper article or TV story about SNAP 

benefits, promote the local toll-free number, or 

increase inquiries about SNAP by 10 percent).

• Establish a starting point (known as a baseline), if possible. Take note of how many calls 

you are getting about SNAP benefits, or how 

much media coverage you are receiving now. 

If you do this, you can quantify improvements 

and increases.

• Begin your analysis as soon as possible after 

your media push or event so that everything is 

fresh in your mind.

• Use numbers to paint your success story:

“There was a 50-percent increase in media 

coverage compared to last year,” or, “After our 

appearance on the local radio show, calls about 

SNAP benefits increased by 20 percent.” 

• Use anecdotal evidence to show your success: 

“Many clients remarked that they didn’t think 

they would be eligible for SNAP benefits until 

they saw the TV story.” In addition, use quotes 

from clients that support your success: “I was 

surprised to learn that I might still qualify for 

SNAP benefits even though I have a job.”

• Include information on the reach of a media 

outlet: “An article ran in the Anytown News, 

which has a circulation of 80,000.” This 

information is usually available on the media 

outlet’s Web site.

• Look at what is said in the media coverage 

you receive to determine whether you communicated your key points. If you wanted 

to convey that every accommodation is being 

made to help elderly people apply for benefits, 

did that come across in your story?

• Make copies of the newspaper articles that 

include your contributions. Make sure they 

are well presented. Keep a file of media coverage that you can easily access.

• Share articles with partners, or incorporate 

articles in a presentation folder for 

potential partners.

How do I monitor for media coverage?

Following are some quick and easy ways to monitor coverage on a shoestring budget:

• Check the outlet’s Web site. Most searches are 

free for any time up to a week or month.

• If you submitted an announcement to a newsletter or bulletin, ask about distribution numbers, so you get a rough estimate of how many 

people read your message.

• If you know a TV story will air at a certain 

time, record the segment. 

• To find out the circulation or audience numbers 

for newspapers and TV, check the outlet’s Web 

site. If you need to call to ask for this information, the advertising department will usually 

give it to you.
C | 12

MEDIA OUTREACH

What are some additional media tracking resources?

• U.S. Newspaper List: A comprehensive list of State and local media outlets. Once on the site, 

click on your State and then city for shortcuts to your community papers and television stations. 

www.usnpl.com/ 

• HandsNet: Offers WebClipper, a reasonably priced service targeted at nonprofits and the human services 

community. http://webclipper.handsnet.org/

• NewzGroup: Provides comprehensive statewide press clipping services of all daily and weekly newspapers in Arkansas, Iowa, Kansas, Kentucky, Missouri, South Carolina, Texas, West Virginia, and Wyoming. 

Basic coverage is about $100/month. http://www.newzgroup.com/ 

• Lexis-Nexis: This is probably the most comprehensive online database of full-text news and magazine 

articles, but it is also among the most expensive of the available services. www.lexisnexis.com/ 

• Google News: A “beta” (test) offering at the time of this printing, this is a free search engine especially for 

news stories. http://news.google.com/nwshp?hl=en+gl=us

HOW DO I CREATE A FILE 

OF MEDIA COVERAGE?

1. Locate either an online or print copy of the story. 

2. Cut out or print off the title of the publication (also known as the flag, logotype, or masthead).

3. Make sure the date and byline (reporter’s name) are included on the article. If one or the other 

is not included on the printed version, type the date and byline (sometimes the byline will be 

“Staff” or “Reuters”) on a separate piece of paper; cut it out.

4. Lay the components out on a white, blank piece of paper in the following order: flag, byline, date, 

and content. 

5. Tape the components neatly onto your blank paper; make sure the edges are not folded.
C | 13

MEDIA OUTREACH

1 | Identify who you want to reach. Who 

is your target audience? Do you want to 

reach all eligible nonparticipants, or do 

you want to focus on a specific audience, 

such as seniors or the Latino community?

2 | Determine the best way to reach them.

Does your target audience read community newspapers? Do they watch TV? 

What time of day are they watching TV? 

Do they listen to the radio? Make a list of 

the relevant media outlets and reporters.

3 | Set simple objectives. What do you want 

to achieve through media outreach? 

For example, do you want to increase 

inquiries to the toll-free number, inform 

people about the nutrition benefits 

of SNAP?

4 | Think about the best timing for your 

story. Does your news need to be released immediately? Would it be better 

to wait for a more opportune time such 

as after the holidays when people are 

struggling to make ends meet?

5 | Think about what you want to say.

Formulate the message that you want to 

communicate to your target audience, 

e.g., promote toll-free number, extended 

office hours, the nutrition benefits 

of SNAP.

6 | Think about ways to make your story 

interesting. Can you get real-life 

testimonials from SNAP participants? 

Could a statewide story be tied into 

your pitch?

7 | Determine how you are going to 

communicate your message. Will you 

simply call the reporter and provide 

background information? Do you need 

to put together a press release or host 

a press conference?

8 | Determine who is going to say it. Do you 

have people lined up that reporters can 

speak to, like a SNAP office director, a 

food bank supervisor, or a nutritionist? 

9 | Be targeted in your media outreach. Your 

pitch will be more effective if you reach 

the right person. Spend some time reading, watching, and listening to the media 

outlets you will pitch and recent coverage 

by the reporter you will be contacting. How 

far in advance do you need to reach out? 

What time of day would work best? Do 

reporters prefer e-mail or a phone call?

10 | Evaluate your results. Reviewing and 

analyzing your media outreach lets you 

know if you reached your goals and what 

did and did not work. Share your success 

with others!

10 TIPS FOR CONDUCTING EFFECTIVE MEDIA OUTREACH
CULTURAL COMPETENCY:

A DASH 

OF DIVERSITY, A MEDLEY OF OUTREACH IDEAS 

4
D | 1

 Cultural CompetencY

Cultural CompetencY 

Section I. The Right Thing: The Importance of Effective SNAP Outreach Across Cultures

What Is Cultural Competence? 

Cultural competence refers to how well people understand and interact with individuals from diverse 

backgrounds. Diversity means not only people of different nationalities, ethnic groups, and religious 

backgrounds, but also includes gender and age, people with disabilities, as well as the extent to which 

immigrants have integrated into mainstream American culture. 

While there are many definitions of cultural competence, we have chosen to use the following as the 

foundation for this section of the Outreach Toolkit: 

What Does This Section Hope To Accomplish?

This section of the toolkit provides suggestions and practical tips, planning tools, and real-life examples 

of how to make the Supplmental Nutrition Assistance Program outreach more culturally competent. It is 

not, however, intended to provide specific strategies and tactics for reaching individuals of distinct races, 

ethnicities, cultures, or other demographic groups. 

Why Should Outreach Workers Care About Being Culturally Competent?

By using language and materials that are tailored for specific target groups, outreach workers improve 

communication with clients for better customer service. Ultimately, their jobs are easier, more 

productive, and more fulfilling. Culturally competent communication allows outreach workers to:

• Spend more time providing services and less time trying to clarify confusing or misunderstood 

information.

• Decrease the level of stress and anxiety for themselves and clients.

• Reduce the likelihood of errors on applications and other important paperwork.

• Increase the level of trust with clients and improve overall satisfaction with SNAP.

Cultural Competence 

is the capacity of an individual or an organization and its personnel to communicate 

effectively and to convey information in a manner that is easily understood by and 

tailored for diverse audiences.
D | 2

Cultural CompetencY

Why Is Cultural Competence Important for SNAP Outreach?

The need to reach diverse audiences is greater now than ever before. The U.S. population is changing, and 

communities today are more racially, ethnically, culturally, and economically different. By the year 

2030, the Census Bureau reports that 40 percent of the U.S. population will describe themselves as 

members of racial and ethnic groups other than non-Hispanic and White. 

A recent report on participation rates by various demographic characteristics shows that more than half 

of all individuals receiving SNAP benefits are non-White:

• More than 33 percent or one-third of participants are Black or African-American.

• Nineteen percent are Hispanic.

• Another 4 percent belong to other races or ethnic groups. 

Still, not everyone who is eligible for SNAP takes part in the program. Participation among target populations continues to be low. This is especially true among Hispanics and the elderly: 

• About 51 percent of the eligible Hispanic population participate in SNAP. 

• Only 30 percent of the elderly who are eligible for SNAP actually participate.

What Are the Implications of Not Being Culturally Competent?

Given the current and projected demographic changes in the United States, outreach providers must take 

the Nation’s increasingly diverse and complex backgrounds into account when conducting SNAP outreach in order to be effective in reaching as many eligible people as possible.

Outreach workers who are not culturally competent are less effective or successful when conducting 

outreach due to potential miscommunications and misunderstandings. A small amount of time invested 

up front in learning to communicate effectively with diverse groups, especially those groups that the office serves frequently, will pay off with more efficient time management, better customer relations, and 

improved participation in SNAP.

SNAP is a nutrition assistance program that enables families to supplement their food budget so that 

they can buy more healthful food, such as vegetables and fruits. A healthy diet and physical exercise are 

important. An increasing number of studies and reports, such as the U.S. Department of Health and Human 

Services’ Healthy People 2010 (www.healthypeople.gov), cite poor nutrition as a leading contributor to diseases that disproportionately affect minorities and low-income populations. Consider these other facts:

• Obesity among low-income Americans is linked to having limited or uncertain access to nutritious 

and safe foods.

• People living in rural areas are more likely to be older, poorer, and less healthy than people living 

in urban areas.

• Obesity continues to be higher for African-American and Mexican-American women than for 

non-Hispanic and White women.

• The prevalence of high blood pressure in African-Americans is among the highest in the world.
D | 3

 Cultural CompetencY

Myths About SNAP

Myth: “I work every day. SNAP benefits are for people who are 

unemployed or who can’t work.” 

Fact: Many SNAP users are 

employed full-time yet need extra 

help to afford more nutritious foods.

Myth: “I can’t buy the types of food 

my family eats with SNAP benefits.”

Fact: Most grocery store chains and 

even some small specialty or “corner” 

stores and farmers markets accept 

SNAP benefits. What’s most important is that there are very few foods 

that you cannot purchase with SNAP 

benefits; examples of items that may 

not be purchased are alcohol, pet food, 

and hot, prepared foods. 

Myth: “I refuse to be on welfare. 

Only welfare recipients receive 

SNAP benefits.”

Fact: SNAP is a nutrition assistance 

program, which is not the same as 

welfare. Participants do not have 

to receive welfare to be eligible for 

SNAP benefits.

Section II. Getting To Know Your 

Community: How To Conduct a Needs 

Assessment 

What Is a Needs Assessment?

A needs assessment is the process of gathering and examining information to get a clearer and more 

accurate picture of an issue, challenge, or environment. In this case, the needs assessment will help you 

better understand the diverse community in which you want to conduct SNAP outreach. This information is gathered through a series of carefully crafted questions that will likely be asked of individuals 

inside and outside of your organization so that you can get a number of different opinions. The 

results can be presented as a formal report or an informal document—the key is to summarize the 

findings accurately. 

 

Reaching Diverse Audiences: 

You Know You Are Being Effective When...

•	 Your staff reflects your client population, or target

client population, in racial and cultural makeup

and language.

•	 Your staff is aware of and demonstrates the behaviors, attitudes, and skills that enable them to work well

across cultures.

•	 You work with organizations that are directly involved

with the diverse communities you need to reach.

•	 You have relationships with ethnic or minority media in

your community.

•	 Your outreach includes varied approaches to sharing information with individuals with disabilities.

•	 You use translation and interpretive services to meet

the language needs of your clients.

•	 Print materials are easy to read and meet the sixth

grade literacy level. Print materials include picture and

symbol format, as needed.

•	 Materials are available in different formats, such as video and audiotape and enlarged print.
D | 4

Cultural CompetencY

Why Is a Needs Assessment an Important Part of SNAP Community Outreach?

A needs assessment will help you better understand the challenges facing underserved communities 

and the barriers that potential clients face in applying for SNAP benefits. It allows for a more indepth 

and unbiased look at the problem from a wide range of people. This information can provide new insights and answer questions you may have, such as:

• What do we know about the local needs for SNAP outreach?

• Are we reaching out to the neediest groups?

• Which organizations in our community are conducting SNAP outreach, what services do they provide, 

and how are these services funded?

• Do various groups understand who is eligible for SNAP benefits? 

• Which media are most credible among our target populations? 

• How do we establish and maintain trust?

• How can we strengthen the effectiveness of current community outreach activities? 

• Do our materials appeal to multicultural audiences? 

• Are our materials in the appropriate languages? At the sixth grade reading level?

• Are we maximizing relationships with influential people and organizations to reach diverse communities? 

Having the facts in hand enables you to set specific goals, develop tailored plans of action, and determine the best use of limited resources. Once you know and understand your audience, it is easier to 

develop strategies to reach them. 

Reasons To Conduct a Needs Assessment 

• To learn how other organizations, such as community-based groups or your local SNAP office, might 

support your outreach efforts. 

• To get tried-and-true suggestions that worked with other programs. 

• To get insight into what your target audience really thinks and believes about SNAP benefits.

• To help set goals and measure success. 

• To understand basic statistical and other information about the needs in your community and the gaps 

between services and needs in order to identify appropriate strategies to address them.
D | 5

 Cultural CompetencY

How Do I Get Started?

STEP 1 | CONFIRM/IDENTIFY THE COMMUNITY FOR WHICH 

YOU WANT TO CONDUCT THE NEEDS ASSESSMENT.

Through your day-to-day activities, you may have a clear understanding 

of the population in your community. 

If you are new to your position and are not sure which groups to reach, 

there are many sources that can help you create profiles of key populations 

in your area to identify which group(s) you want to conduct the needs 

assessment on, starting with your State SNAP agency and your city’s Web site. 

How To Identify the Community You Want To Reach 

Start with your State SNAP agency. They may have population profiles of 

your community. You can find your State SNAP agency at 

http://www.fns.usda.gov/snap/outreach/map.htm. 

Other sources include: 

• The Census Bureau (http://www.census.gov)

• The U.S. Department of Labor (http://www.dol.gov) 

When using demographic information or statistics, be mindful that numbers 

change. Check yearly or frequently for updates.

• Visit your city’s Web site. Here, you’ll likely find demographic information 

on the racial and ethnic groups in your community and average household 

incomes. If it’s not readily available on the Web site, make a few quick 

phone calls to city agencies requesting the data you want. 

• Contact your city’s Office on Aging. The Office on Aging should be able 

to help identify the number of low-income seniors in your community, 

along with ZIP Code data on where they might reside. 

• Contact the local department of education to request schools in your community where large numbers 

of students receive free or reduced-price lunches. In many cases, they can also provide a profile of the 

students—their racial/ethnic backgrounds and languages that are spoken. 

Ms. G. speaks very little 

English. She knows she 

could qualify for social 

services, such as SNAP 

and WIC, but finds it very 

difficult to communicate 

over the telephone, and is 

frustrated when she shows 

up in person because she 

usually must wait until the 

only bilingual person in the 

office is free to assist her. 

Thus, Ms. G. has to ask a 

friend or one of her older 

children to make the call or 

go with her to the office.

A fixed appointment with a 

bilingual person is one way 

to help someone like Ms. G. 

This way she would avoid 

long waits, which are often 

difficult when coordinating 

schedules with others. The 

office could also arrange 

to have its bilingual staff 

person call Ms. G at home 

at a scheduled time. This 

is an opportunity to review 

the application and identify 

documents Ms. G would 

need to provide. 

Could This Happen at 

Your Organization?

Real life Stories of Culturally

Incompetent Interactions.
D | 6

Cultural CompetencY

• Contact the local health department and department of social services. Because both of these 

agencies have specific programs for low-income residents, they can also provide information 

on underserved groups in your community—where they reside and programs are already in 

place to serve them. 

• Contact your local United Way, whose mission is to help identify community needs and provide funding to support these efforts. The United Way may be willing to share research and other data that it 

has collected from and about local groups. 

• Contact professors or research institutes in local colleges and universities that may be collecting data 

or conducting research with your target population.

After compiling this information, a careful review should help you confirm the community/communities 

you want to assess and reach out to.

STEP 2 | REVIEW WHAT YOU ALREADY KNOW.

 After choosing the population you want to reach, you may find that you already know something 

about how to reach them with information about SNAP. In fact, you may be aware of many possible 

solutions. But it’s important to go through the process. Ask yourself: 

• What other organizations have similar goals and might be willing to work with us to address this need? 

Don’t forget to include your local SNAP office.

• What resources (staff, in-language support, materials) do we have but may not be fully using?

• Has any research been conducted that highlights effective ways of reaching 

the target population within the community? Can we rely on other work to 

give us insight and answers? 

STEP 3 | DRAFT THE QUESTIONS YOU WANT TO ASK.

Asking the right questions is the key to getting the information for your 

needs assessment. Accurate information helps you develop the most effective and culturally competent outreach plan. This is an important step, so 

take your time to think broadly about the type of information you need. You may want to invite other 

groups to join you, including members of the communities you wish to target and representatives from 

culturally specific organizations, to help draft or to review your list of questions. Ask if someone has 

already done a needs assessment—you may want to build upon their model. While your questions may 

be tailored to meet local needs, the following list of questions can act as a guide. 

You may wish to have 

more than one person 

in your organization 

complete the questions to get different 

opinions and a range 

of responses.
D | 7

 Cultural CompetencY

QUESTIONS TO GET THE BALL ROLLING ON A NEEDS ASSESSMENT

1. Which group(s) are you most interested in reaching and why?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

2. How many SNAP offices are in your area? Where are they located, and does the location 

 pose a potential barrier (e.g., is it accessible by public transportation)?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

3. Are there any linguistic or cultural barriers that prevent individuals from participating in SNAP?

What community resources are available to help minimize these barriers?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

4. What is happening with your outreach efforts vs. what you would like to happen?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

5. What groups are already successfully reaching the population you want to access?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

6. Which of their initiatives have been particularly effective and why? 

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________
D | 8

Cultural CompetencY

7. Where does the majority of the target population live? Are they clustered in one area or 

spread out?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

8. What local organizations and individuals have the greatest influence with the population?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

9. Do the grocers/farmers markets they patronize accept SNAP benefits? Are they served by 

public transportation?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

10. Is public transportation easily accessible in their community? Do public transportation routes 

reach the local SNAP office and grocery stores? If no, how do people access SNAP and 

grocery stores?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

11. Are there existing community events and activities that attract the people you’re interested in 

reaching? Is there a Diabetes Support Group meeting nearby? Is there an annual Cinco de Mayo 

celebration coming up? What events or activities are popular with your target group?

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

12. What media outlets does this group prefer? 

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________
D | 9

 Cultural CompetencY

13. Is the “word on the street” about SNAP positive or 

 negative? What are the positives and negatives?

________________________________________________

 ________________________________________________

________________________________________________ 

 ________________________________________________

14. What types of partnerships would help achieve the outreach 

objectives?

________________________________________________

________________________________________________

________________________________________________

15. Would these partners be able and willing to provide volunteer outreach workers? If yes, what services will the volunteers provide; what type of training will they need; and how 

often will be they available?

________________________________________________

________________________________________________

________________________________________________

16. What outreach activities might motivate your audiences to 

seek more information? 

________________________________________________

________________________________________________

________________________________________________

17. How can media and community channels be used most 

effectively? 

________________________________________________

________________________________________________

________________________________________________

18. Are there any other barriers that prevent potentially eligible 

individuals of this community from enrolling in SNAP? 

What are the barriers? What can your organization do to 

help eliminate the barriers?

________________________________________________

________________________________________________

________________________________________________

Mr. M. is an independent, 23-year-old 

young man with a hearing impairment 

who uses sign language. He also 

participates in SNAP. He is able to 

communicate effectively in most 

day-to-day situations, but one of his 

parents or an interpreter usually goes 

with him on appointments to the doctor, or the Medicaid or SNAP office, 

because staff cannot communicate 

with him. Recently, he had an appointment at a SNAP office, but work 

emergencies prohibited either parent 

from accompanying him. To make 

matters worse, it was too late to get an 

interpreter. Mr. M arrived at the office 

during an extremely busy time—several 

clients were already waiting for 

assistance. Realizing that an interpreter 

was not available and believing that 

helping Mr. M would be a lengthy 

process, the staff immediately brushed 

him off and asked him to come back 

later when an interpreter was available. 

Unfortunately, no one took the time 

to ask if Mr. M was comfortable 

communicating in writing, which he 

was. Sometimes people assume that 

individuals with physical disabilities 

are also developmentally delayed or 

have limited literacy skills. In addition, if an outreach worker had taken 

the time to ask if there was someone 

they could call to help interpret, Mr. T 

would not have had to make another 

trip. The night before, he had roleplayed with his parents on how best 

to respond to any communication 

problems. Therefore, a quick telephone 

call to either parent would have 

enabled Mr. T to get the information 

he needed. 

Could This Happen at 

Your Organization?

Real life Stories of Culturally

Incompetent Interactions.
D | 10

Cultural CompetencY

STEP 4 | IDENTIFY WHOM YOU ARE GOING TO TALK TO.

Once you’ve created a profile of the group(s) you intend to target and gathered the necessary background 

information, it’s time to speak directly to individuals in the “field.” It’s these “primary sources” that will 

help you fine-tune your outreach strategies, avoid potential pitfalls and, hopefully, provide ongoing 

support. While there are a wide range of people who can participate in the needs assessment, you will 

want to identify those who will provide the most useful information. Once you’ve identified the people 

you want to talk to, revisit the questions to make sure they are appropriate for each group. You may 

need to reword some questions or eliminate one or two for a specific group.

Examples of influential people:

• Religious leaders

• Representatives of faith-based and community-based organizations 

• Business leaders 

• Doctors, nurses, and nutrition educators 

• State or County SNAP workers

• City, County, State, or Federal workers 

• Elected officials at the State and community level

• Schools, teachers, and coaches

• Leaders of age- or race-based or culturally specific organizations that advocate for those groups

• Current SNAP participants

• Opinion/trusted leaders in the identified communities such as promotoras

• People in the community you want to reach, including potentially eligible nonparticipants
D | 11

 Cultural CompetencY

STEP 5 | DECIDE HOW YOU WILL COLLECT INFORMATION.

Some common and effective methods for gathering information include:

• One-on-one interviews with influential community members. These are useful if you are working 

with a small budget and are already knowledgeable in the area. 

• Written questionnaires conducted with influential community members and members of the community at large. While it might be a little more time- consuming to collect and tabulate the data, there are 

online tools, such as www.surveymonkey.com, that make drafting a well-crafted research instrument 

easy for the beginner and experienced researcher alike. Graduate students in survey research courses 

may be willing to help you design, collect, and/or analyze information. Establish relationships with 

professors in local colleges and universities who could help you with this project.

Additional Techniques for a More Comprehensive Needs Assessment

Your organization’s resources will likely dictate the complexity of your needs assessment. With additional 

staffing and budget, focus groups and/or literature reviews can help fill in remaining information gaps. If 

you have the budget but not the time, market research firms can help you; www.greenbook.org provides an 

extensive listing of market research firms.

• Focus Groups. These are sessions held with small groups of the target audience. A facilitator, who speaks the same language as the participants, will ask specific questions and the responses will be recorded for later analysis. However, 

getting individuals to participate in a focus group can take time and may require some sort of incentive for 

participation, such as meals, transportation costs, or childcare expenses. Your partners can play an important role in helping you stay within your budget by locating facilitators and focus group participants. Focus 

groups with current participants and eligible nonparticipants can help you get a sense of what community 

members know and feel about SNAP, as well as resources, barriers, and possible solutions. With current 

SNAP participants, you can explore their motivations for enrolling and where they received information 

about the program. In contrast, potential participants may be able to share what they’ve heard about SNAP, any 

concerns they have, and outreach methods that might be effective. 

• Literature Review. Review existing research about the population of interest and their behaviors, habits, 

or preferences as they relate to nutrition and/or nutrition programs. The reference desk at your public 

library may conduct a search for you—free or for very little cost. Of course, many of the documents 

you’re looking for may be found online. Another idea is to seek volunteers at your local university. 

Often graduate students are looking for research projects to enhance their coursework or gain realworld experience. Another good starting point is the bibliography at the end of this section.
D | 12

Cultural CompetencY

• Share information and resources that could support one another’s efforts.

• Recognize and respect cultural differences in expressing opinions and in the decisionmaking process.

• Be flexible. Meeting times and locations may need to support childcare arrangements and/or attendance 

by family members or children.

• Rotate meetings to visit groups located in ethnic and rural communities.

• Be sensitive to the fact that the level of formality associated with meetings, meeting times, conference 

calls, or other group endeavors may reflect differences in racial, ethnic, or cultural habits, customs, 

and traditions. 

• If hosting meetings, be prepared to provide interpretation and translation services for participants with 

limited English proficiency or who need accommodations due to disability.

• If chairing a committee, consider including a SNAP participant representing each of the diverse communities you want to reach.

Tips for Maintaining Relationships With Culturally and Linguistically Diverse Partners

• Local SNAP office or State SNAP agency

• Local or college library

• Local Census Bureau or Census Bureau Web site (www.census.gov)

• City/County/State health department Web sites and community clinics

• Local United Way or other community funding sources

• Professors in local colleges and universities who conduct research with your target population

• Race-, ethnic-, and/or culturally specific business associations

• Race-, ethnic-, culture-, disability-, and hunger-related advocacy groups

Free or Low-Cost Sources of Information
D | 13

 Cultural CompetencY

Regardless of the methods you use, the most important part is to listen and 

respect the insights of people who have access to and understand the populations you want to reach. In the end, your needs assessment will not only ring 

with a richness that only a diverse, multifaceted group can provide, but will 

also provide a blueprint for enhancing culturally competent SNAP outreach. 

 The Food and Nutrition Service’s Office of Research, Nutrition, and 

 Analysis (http://www.fns.usda.gov/fns/research.htm)

Section III. The Right Messengers: Breaking Down Barriers With 

Community Partners

How Can Community Partners Help Us Reach Diverse Audiences?

One of the key elements of reaching out to diverse audiences about the benefits of SNAP is working 

with your community partners. Outreach providers who reach diverse groups must extend their reach 

beyond the walls of their own organizations to other programs with similar missions and services. 

Community partners can offer substantive and long-lasting benefits to your organization and to the 

health of the community. They can: 

• Provide cultural perspectives.

• Bring credibility to your efforts.

• Bring expertise in working with the groups you want to target. For instance, they may have 

knowledge of health and nutrition beliefs and practices, and preferred sources of information 

and distribution channels. 

• Offer help with providing translation and interpretive services or allowing your organization to 

conduct SNAP prescreening at their offices.

• Bring community resources to support your efforts; for example, access to media, community 

opinion leaders, or financial and/or in-kind support for costly services such as translation and 

interpretive assistance.

• Discuss new ways of doing business. 

• Assist in efforts to select focus group participants or “pretest” materials (see Section IV, The Right 

Materials for Diverse Audiences). 

 Thinking of Forming 

 a Community 

 Coalition?

 Where To Look for 

 Members
D | 14

Cultural CompetencY

Lastly, some community partners can become ambassadors for your 

organization within the target communities. Those partners who will 

be most effective at conveying your program messages will be ones 

who are already trusted messengers within those communities. 

How Do I Identify Community Partners?

STEP 1 | ASSESS THE GAPS IN 

YOUR PROGRAM.

Are you in regular contact with anyone who works with or has ties to 

the communities you need to reach? If not, then you’ll want to look 

specifically for partners who are linked to those communities. 

STEP 2 | ASK YOUR COLLEAGUES. 

Some names of community partners may surface through the needs 

assessment process. In addition, coworkers, SNAP workers, advisory 

groups, board members, or other professional colleagues, 

particularly ones who work with the communities you want to target 

or are focused on access to health and nutrition information, are good 

sources for information about possible partners.

STEP 3 | DON’T FORGET YOUR CLIENTS. 

Your SNAP clients can be the best source for identifying good community partners. Informally poll several clients about whom they 

trust for information about issues that matter in the community and, 

more specifically, about issues such as health and nutrition. 

STEP 4 | BROADEN YOUR THINKING. 

You’ll want to make sure that you are not limiting your potential 

partnership pool to those organizations or individuals you know or 

with whom your organization has had a previous relationship. Other 

reliable sources to check for suitable partners include: 

Ms. B. takes great pride in her 

appearance and frequently receives 

compliments on her choice of clothing 

and jewelry. On this day, Ms. B walks 

into the SNAP Office to apply for benefits. She sits down with a caseworker 

who immediately compliments Ms. B 

on her outfit. The caseworker goes on 

to remark how she can’t 

believe someone so well-dressed 

would need SNAP benefits. Although 

Ms. B finished her appointment, she 

left feeling insulted. She could not 

believe that anyone, especially a 

caseworker, would stereotype the way 

SNAP recipients dress. The next day, 

Ms. B. called the county grievance 

office to lodge a complaint.

There’s an old adage that’s well known 

but not practiced nearly enough: 

“Don’t judge a book by its cover.” 

Always avoid making assumptions 

or judgments about people based on 

outward appearance, or even a few 

moments of conversation. The USDA 

prohibits discrimination in all its 

programs, including SNAP outreach 

activities on the basis of race, color, 

national origin, age, or disability. 

In this scenario, the caseworker 

should have refrained from making 

remarks related to Ms. B’s outfit or 

outward appearance. In Ms. B’s case, 

this was not only a wrong assumption, 

but one based on stereotypes about 

race and income. Instead, the case 

worker should have followed the 

federally mandated guidelines for 

outreach as outlined by the USDA’s Food 

and Nutrition Service.

Could This Happen at 

Your Organization?

Real life Stories of Culturally

Incompetent Interactions.
D | 15

 Cultural CompetencY

• Internet, including news search engines to see what organizations are quoted in the media

• Nonprofit or charity directories (available at your local library)

• Community and faith-based organizations

• United Way

• Schools

• Local age-, cultural-, or ethnic-specific businesses or professional organizations, such as local Office on Aging; local Office of Asian and Pacific 

Islanders; or local in-language newspapers (most staff speak English)

More on identifying valuable community partners can be found in the 

Partnership section of the SNAP Outreach Toolkit:

http://www.fns.usda.gov/SNAP/outreach/pdfs/toolkit/2010/Community/SNAP_community_Chapter02.pdf

http://www.fns.usda.gov/SNAP/outreach/pdfs/toolkit/2010/State/SNAP_state_Chapter02.pdf

How Do I Reach Out to Community Partners?

• Send a letter to potential partners to introduce yourself and your program. For a sample partner letter, 

see page B 14. Acknowledge their work in the community, and identify the specific audience you need 

to reach. State your desire to discuss how you might work together. Make sure to include what you 

want them to respond to or your planned followup to the correspondence.

 “Please call me if you are interested in discussing how we might work together...” or,

 “I will call you next week to discuss how we might work together....”

• Telephone potential partners and schedule a convenient time to discuss your suggestions and requests.

• If the potential partner is referred by a colleague, ask him or her to facilitate an introduction.

What Is the Difference Between a Partnership and a Coalition, and What Can One Do 

That the Other Cannot? 

There is strength in numbers. Sometimes that strength lies with just two or three people and other times 

it comes with 10 or 12. A partnership – typically defined as two or three individuals or organizations 

coming together to work toward a common goal – is ideal for many organizations. Partnerships are 

more likely than coalitions to include members who are of like mind and mission. They tend to be much 

easier to manage. Finally, they reach decisions more quickly and are more likely to stay on point and focused toward reaching a single goal. On the other hand, because of the limited number of individuals, a 

partnership may not offer a broad representation of ideas. Depending on the project, the workload could 

be quite heavy.

Community-based 

organizations can ask 

partners, such as local 

or State SNAP 

agencies, to help 

develop, copy, or print 

materials. 
D | 16

Cultural CompetencY

Because coalitions are more structured and tend to meet more regularly, 

there’s a greater opportunity to share ideas, lessons, and resources. Because 

coalitions often function as work groups, you are also more likely to get in 

on the ground floor when planning culturally specific activities and events. 

Challenges in Working With Coalition Partners

Anytime you are working with a large group, there are bound to be challenges. While the benefits of coalitions certainly outweigh the negatives, you 

should be aware of the following: 

• Larger, better-funded organizations tend to have more experience conducting meetings and outreach and may talk more than those with less 

experience. Make an effort to engage everyone equally and focus on your 

topic and goals to maintain control of your meetings.

• People may have had previous bad experiences with other members of the 

coalition. Encourage participants to focus on the business issues being 

discussed rather than personal issues. 

• Group decisionmaking may require a longer approval process. Propose 

and agree on an approach for achieving consensus.

• You may have to compromise on some issues. Determine which issues or 

positions you are willing to compromise on before negotiations. 

• Additional workload, meetings, and outside activities can be timeconsuming. Consider the members’ time and interests when organizing 

events.

Among diverse 

populations, surveys 

consistently reveal that 

word of mouth, phone 

calls, or face-to-face 

communication are the 

most desired forms of 

communication. 
D | 17

 Cultural CompetencY

In general, organizations that make ideal partners are ones that have been in the community for a while, 

providing services or offering programs to similar populations. Selecting appropriate partners is important as it improves the likelihood that there will be shared vision, as well as desire and appreciation for 

ensuring cultural and linguistic competence and success. 

What Groups or Individuals Should I Consider for Potential Partners? 

The needs assessment process should provide guidance here, as well as the Partnership section of the 

SNAP Outreach Toolkit. Consider:

• Local SNAP office or State SNAP agency

• Schools or colleges

• Fraternities and sororities

• Disease-specific organizations or age-specific organizations at senior centers

Materials Are Culturally Competent When They...

•	 Show respect for the cultural values, beliefs, and practices of the intended audiences both

in content and graphics.

•	 Contain straightforward messages and are free from idioms, clichés, and colloquialisms

that the intended audience may not be familiar with or understand.

•	 Convey the intended concept in a manner that is meaningful to the target audience. Some

words or ideas are more difficult than others to get across, especially in translation. For

instance, in other languages the concept of SNAP benefits must be conveyed, rather than

translating the actual words. Use your community partners or a translation service, if

needed, to make sure that the message you are trying to convey is on target.

•	 Do not lay blame or use guilt or negative stereotypes to get the point across.

•	 Are readily available in the preferred language or medium of the target audience.

•	 If appropriate, use pictures and symbols to simplify messages for low-literate audiences.

•	 Use large and/or bold type for seniors or people who are visually impaired.

•	 Depict the family and community as primary systems of support and intervention. To

achieve greater efficiency, use pictures of persons and families that reflect the community you are trying to reach. If you are depicting activities, illustrate an activity that your

target group is familiar with and enjoys.

Ways To Ensure Outreach Materials Are Appropriate
D | 18

Cultural CompetencY

• Faith communities. Many religious institutions have specific programs designed to meet community 

needs, such as health-related ministries, soup kitchens, or senior services. 

• Community-based organizations, such as the local job training center, adult education and/or English 

as a Second Language program, health clinic or recreation center

• Local or national ethnic/minority media outlets including in-language cable television and radio 

• Ethnic business associations, such as the Hispanic Chamber of Commerce and the Black Chamber of 

Commerce

Promising Practices/Examples of Partnerships

Partnerships can be extremely effective, even among groups that don’t agree on some issues; our common 

points are far more numerous and powerful than our differences.

Larry Goolsby, American Public Human Services Association

We have quite a few helpful volunteers from local credit unions. Their customer service skills are great, 

and they’re used to helping people complete applications. 

Teresa Kunze, FNS Outreach Grantee

Catholic Charities of Wichita, Kansas

Faith-based groups sometimes get church volunteers to go door-to-door talking to those they imagine 

could use a service or program.

Jean Beil, Catholic Charities USA

•	 Use statistics about SNAP that are relevant to your target audience.

•	 Be prepared with SNAP information and other supporting materials. Minority media often

work with much smaller staffs and may ask you to provide photographs and background

materials.

•	 Check with each media outlet on whether or not they need information in English or translated. Some will translate for you, but not always.

•	 Identify and offer culturally appropriate spokespersons, including community leaders and

trusted people such as religious leaders. Don’t forget about the director of your local SNAP

office.

•	 Include tips and educational information about how to use the program.

 Tips for Success When Working With Minority Media
D | 19

 Cultural CompetencY

We partner with the traditional organizations, like senior centers. But we also work with grocery stores 

and apartment complex managers. We make it a priority to free up our outreach workers so they can 

attend community meetings, whenever they happen.

Ana Paguaga, FNS Outreach Grantee

Greater Waterbury Interfaith Ministries, Waterbury, CT 

Give partnerships a chance to work; invest time to develop trust.

Nicole Christensen, FNS Outreach Grantee

Food Change, New York City

Fostering of partnerships is difficult, however, vitally important. Partnerships are beneficial for agencies, especially to underserved populations and community organizations that work with these populations. As for Vietnamese Social Services, it has a positive effect and brings growth to our Somali, 

Vietnamese, and Burmese immigrants and refugees.

Thao Dao, FNS Outreach Grantee

Vietnamese Social Services

The best tool is the power of the relationship.

Jose Humphreys 

Esperanza USA

Section IV. The Right Materials for Diverse Audiences

How Are Materials Important in SNAP Outreach? 

Once you have identified your target audience and have community partners on board to help you, one 

of the next steps is to make sure you have the materials to conduct outreach. Your materials must tell the 

story–that there is a program that can help individuals and their families with their unique nutrition needs.

What Culturally Competent Materials Already Exist?

A wealth of translated SNAP information–from forms and brochures, to flyers and fact sheets–is 

available on the FNS Web site. To view translations and to print out the materials, visit 

http://www.fns.usda.gov/snap/outreach/translations.htm. Also, be sure to check out your local SNAP 

office to see what materials are available.
D | 20

Cultural CompetencY

How Do I Go About Creating My Own Culturally Competent Materials?

Materials should be tailored to reflect the demographics and cultural backgrounds of the intended audience. 

This should be evident in how they look, what they say, and the manner in which actions and people are 

depicted. As a rule of thumb, keep information simple and be sure to provide a description of the program, 

how to get it, where to ask for help, and where to use the benefits. 

Is There a Way To Test Materials To Make Sure They Are Culturally 

Competent Before I Use Resources for Reproduction and Distribution? 

Yes. That’s where your community partners can help! Call on their expertise and ask them to review draft 

materials and point out areas that could be problematic given the intended audience. Also, partners can 

assist by helping to assemble small groups of the intended audience to test materials for unbiased feedback. 

This may seem a bit time-consuming on the front end, but it can go a long way in mitigating costs associated 

with “fixing” inappropriate materials later on. Keep in mind that some feedback about the materials may have 

more to do with preferences than possible barriers. For example, while paper quality or brochure colors are important considerations, your goal in testing for cultural competence is to identify wording, graphics, or other content 

that could be a barrier to someone understanding or taking part in your program. 

How Can I Find Good, Reliable Translation Services on a Shoe-String Budget?

If you are trying to reach a certain segment of the population because of their predominance in the community 

and need for service, chances are other organizations and programs are, too. Local universities and colleges, 

community partners, and other neighborhood programs and services are all good resources for obtaining 

low-cost translation and interpretive services.

What Is the Best Way To Ensure That My Materials Reach the Intended Audience? 

The importance of the mode of delivery cannot be overstated when communicating health messages 

to certain audiences. Through your needs assessment, you identified trusted messengers or sources of 

information about food and nutrition. In your community, these sources could be peers, elders, spiritual 

leaders, business leaders, or medical professionals. They can help distribute materials or steer you 

toward appropriate distribution points. Grassroots outreach through faith-based organizations may 

also play a critical role in reaching intended audiences, particularly in African-American, Asian, and 

Hispanic communities, where churches and related organizations often play a central role. 

Knowing the preferred language will help you decide whether or not to transcreate or adapt your materials 

or to provide information in alternative formats, such as large print, Braille, or video. 
D | 21

 Cultural CompetencY

What Are Some Other Ways of Reaching My Target Audience?

Don’t rely solely on written materials to get the word out! Printed 

materials are the least preferred mode of communication–and 

that goes for most Americans today. Among diverse populations, 

surveys consistently reveal that word of mouth, phone calls, or 

face-to-face and peer-to-peer communications are the most desired forms of communication. Consider asking volunteers from 

partnering organizations to help spread the word. Public service 

announcements (PSAs) are another way to get free publicity for 

your program. Most stations will run a select number of PSAs at 

no cost; however, there is stiff competition for airtime. There is 

no guarantee that your ad will be chosen and, if it is, that it will 

air during a time when your target audience(s) is listening or 

watching. Generally, paid advertisements are run during the most 

desirable time slots. 

• By participating in community events, such as health fairs, 

supermarket openings, or anniversary promotions, your chances of reaching large numbers of people are pretty good. But 

you’ll still need to check beforehand to make sure that the event 

reaches the population you want to connect with, and that it is 

usually well-attended and conducive to disseminating SNAP 

information. A block party or festival with loud music might 

be popular with the intended audience and well-attended, 

but at the end of the day, you’ll probably find most of your 

materials on the ground or in the trash. Look to your 

community partners, clients, and even event organizers for help 

to identify the most worthwhile events. 

• Another way to personally touch clients and individuals who 

are potentially eligible for SNAP benefits is by using the promotora model. Promotora, the Spanish word for “promoter,” 

is a model for outreach that uses a lay worker who lives in the 

targeted community to educate residents. Their expertise? The 

knowledge they have of the community rather than their formal 

education, and the established level of trust they have with residents–something an “outsider” would have difficulty gaining-

-coupled with some basic training in a specific health issue or 

SNAP outreach. The promotora model can use both male and 

female outreach workers, depending on the target population, 

and can be successful in reaching all minority communities, 

particularly immigrants. 

For the past 2 years at the Henson Community 

Health Fair, Maria has talked with Mr. 

Williams, who stops by her table with his 

son to talk about SNAP and whether or not 

she thinks he might be eligible. Each year, 

Maria invites Mr. Williams to have a seat at 

her table, where she gives him an application and asks him to read and complete it to 

get the process started. But Mr. Williams 

says he’s in a hurry--his son has football 

practice--and that he doesn’t have time 

to do it right here, but that he’ll fill it out at 

home and mail it back to the office in the 

next few days. Maria never hears back 

from Mr. Williams, that is, until the next 

year’s health fair where he hangs around 

her table asking for the same information.

Reluctance in filling out paperwork or signing documents can be a sign that an individual may have difficulties with reading, writing, 

or comprehension. This can be hard to spot 

because often they will go to great lengths 

to avoid the embarrassment of asking for 

assistance. For instance, Mr. Williams was 

trying to find out as much information as he 

could without having to read anything, and 

he had a good excuse for not filling out the 

application onsite, where his problem might 

have become apparent. Some people even 

carry around newspapers and magazines to 

throw off anyone who might be suspicious.

To help the individual, and most importantly 

avoid causing embarrassment, outreach 

workers can acknowledge that the process 

can get overwhelming and offer to go over a 

brochure with the person—point by point—

or read through the application—question by 

question—and write the answers, if necessary. This presents a win-win situation—it 

meets the goals of both the outreach worker 

and the individual, in an efficient, professional, and respectful manner.

Could This Happen at 

Your Organization?

Real life Stories of Culturally

Incompetent Interactions.
D | 22

Cultural CompetencY

Section V. Getting to the Root of It: How To Work With Minority Media 

What Are Minority Media?

Today there is an abundance of media outlets that specifically target one or more ethnic populations, 

races of people, or age groups. Local demographics typically will drive the need for and preponderance 

of minority media in a given geographic area. In the case of media that target African-Americans and 

Hispanics, there are well-established outlets in most big cities and urban areas across the country. Asian 

media are emerging in those same areas, as well. Building relationships with media that specifically 

target your audience can be important to communicating the benefits of SNAP.

Why Is it Important To Use Minority Media? 

Minority media are another trusted messenger for reaching diverse audiences about SNAP. Minority 

media highlight news and events of particular importance to their audience. In addition, in-language 

media provide an invaluable service for those who do not speak English. Further, minority media 

personalities tend to be well-respected and credible sources on issues that affect their community. 

Minority media are also more likely to use public service advertising and news that target their audience. 

Topics concerning health and education are of primary importance for the audience as well as the media.

I Know Radio and Television Are Popular Media, but What About Newspapers and Magazines?

Print outlets, like newspapers and magazines, are still a very popular medium for older people across 

all racial and ethnic groups. For some cultures, newspapers are also a link to the community and to the 

country of origin and serve as a resource guide. Print also allows for further explanation of topics that 

cannot be fully covered on radio or television. 

How Should Facts and Figures Be Presented to Minority and Targeted Media?

It’s okay to use statistics, but do not rely on facts and figures alone to tell your story. Prove your story’s 

relevance to your target audience. Make sure your statistics and data focus on the target audience, as 

well. Keep in mind that sources and spokespeople should be credible with groups you are trying to 

reach. If possible, bring statements from community leaders as testimonials for your story and consider 

including real-life examples of how the program can be used.

Beyond Sending Out Materials Regularly to Media, How Else Can I Build Relationships 

With Minority Media in My Area? 

You may find that editors and staff at many minority media outlets are actively involved in the community and sit on numerous committees and local boards. In short, they make great advocates for your 

organization beyond today’s story.

How Can I Find the Minority Media in My Area?

To ensure that your media contact list is up-to-date on minority or targeted media in your area, go to your 

local library or check online for media directories, such as Bacon’s, or do a general Internet search. It’s 

also worthwhile to go into the communities you want to reach and check out what free papers are available–

ethnic supermarkets and restaurants are a good place to pick up a few−or visit a local newsstand for a 

broad range of local media. Chambers of Commerce may also have information about local media.
D | 23

 Cultural CompetencY

Steps for Working With Minority Media

STEP 1 | IDENTIFY MEDIA 

OUTLETS

Outlets should be those with readers or listeners who represent your target audience.

STEP 2 | UNDERSTAND WHAT IS 

NEWSWORTHY

Stories that are newsworthy to minority media will have a sense of immediacy and offer fresh, new 

information that will impact their audience’s lives. 

STEP 3 | DEVELOP STORY 

ANGLES

One story can be presented from different perspectives, which will make it more appealing to the 

media and their audiences. 

STEP 4 | PITCH YOUR STORY 

TO REPORTERS

Decide how best to present your story–in a press release or letter. For examples of both, look at the 

Outreach Toolkit at: 

http://www.fns.usda.gov/SNAP/outreach/pdfs/toolkit/2010/Community/SNAP_community_Chapter02.pdf

STEP 5 | FOLLOW UP!

This is an important step to getting your story covered in mainstream or minority media given the 

amount of information most media outlets receive and the ever decreasing number of reporters available 

to cover stories. 

Kernels of Wisdom: 

I participate on a weekly talk show for the Haitian community. It’s a 20-minute question- and-answer, call-in 

show that has a cultural theme each week. My job is to tie that theme into a nutrition-focused topic.

SNAP Outreach Grantee

We cover everything that affects and benefits the Hispanic community. We are always interested in 

initiatives that benefit the Hispanic community. Personally, I prefer receiving information via e-mail. 

And we always appreciate good quality photos.

Mary Aviles, Hispanic editor, EFE News Service (national news agency)
D | 24

Cultural CompetencY

Recently, we’ve been covering stories about how Hispanics are the minority group that’s been able to 

overcome poverty the fastest, according to studies. I think there needs to be more education on the 

program. There are families that qualify for SNAP, and yet don’t take advantage of it. Others don’t take 

advantage of their right because they’re scared they’d draw criticism and that they’d be 

labeled as lazy and as irresponsibly having too may kids.

Jose Carrera, El Dia (Houston)

Our biggest pet peeve is old news. We also don’t like it when we are given little time before an event. 

We value information that affects the Hispanic community: education, crime, etc. Sometimes we get 

information that is unrelated to Chicago or to Hispanics.

Arely Padilla, reporter, La Raza (Chicago)

Almost all our reporters are native Chinese speakers, and some may not speak English well or at all. 

Therefore, we prefer translated, in-language fact sheets and releases.

Emerson Chu, Southern Chinese Daily News (Houston)

If organizations have big presence in our communities, then we are more likely to cover news about that 

organization. By participating in our events and supporting our communities, they will appear credible, 

trustworthy, and recognizable in our particular ethnic community. Consequently, our community will be 

more interested in their news. 

Yunju Choi, News Korea (Dallas)

A story doesn’t have to apply exclusively to Asian communities to be relevant to our publications. It can be a 

story that affects populations regardless of ethnicity, but if it is somehow relevant to our ethnic communities, our readers may well be interested.

Abelardo Mogica, Philippine Mabuhay News (National City)

While we cover news that is relevant to the Asian community, we prefer to get news that is specifically 

relevant to our target nationality group. As a Japanese publication, our ideal news relates to the 

Japanese population specifically.

Jacob Marolies, Yomiuri Shimbun, (New York City)
D | 25

 Cultural CompetencY

Section VI. Culturally Competent + Customer Service: Two Peas in a Pod 

The focus of this toolkit is on outreach, but really that is only the first step in ensuring that more diverse 

audiences participate in SNAP. Outreach efforts can be undone in a matter of seconds with a negative 

encounter at the first point of contact with SNAP. If individuals or families are met with insensitivity, 

lack of courtesy and respect, bias, or even discrimination, we may lose a potential participant.

After a negative encounter, clients may experience:

• Feelings of being unwelcome, unwanted, and not valued

• Fear of further contact with the office or agency

• Fear that complaining about negative experiences with staff will compromise service or benefits

• Anger, frustration, and insult. Thus, they may refuse to initiate further contact. 

• Confusion about completing paperwork, following instructions or next steps because clients did not 

understand acronyms used by an eligibility worker.

After a negative encounter, organizations may experience:

• Loss in time and resources due to missed appointments or errors on paperwork

• Loss of clients due to negative first impressions or word-of-mouth

• Frustrated staff due to lack of training and knowledge of appropriate ways to handle certain situations

• Possible filing of a grievance or report of discrimination based on a bad experience with a first 

point of contact

Steps for Being Culturally Sensitive in the Application Process

• Support and obtain professional development and training for frontline and eligibility staff on diversity 

and cultural and linguistic competence. Share articles and other materials that will help in this effort.

• Emphasize customer service and courtesy. Accurate information should be provided in a respectful 

and timely manner.

• Ensure that everyone is aware of outside resources that may exist, and how and when it is 

appropriate to access those resources. 

• Develop written guidelines for handling situations that are procedural in nature, such as accessing 

TTY or language-line services and interpreters.
D | 26

Cultural CompetencY

• Train and retrain frontline workers on your agency’s policies and procedures regarding communication issues, such as serving individuals who speak little or no English.

• Identify bilingual staff or those who have an affinity with other cultures in your agency who can make 

a connection with individuals whose primary language is not English.

• Train and retrain frontline workers on how to serve individuals who have special communication challenges, such as a limited literacy level.

• Do not assume that supervisors are knowledgeable about the behaviors, attitudes, and skill sets 

necessary to work effectively with diverse populations. They may also need training.

• Consider cross-training with an organization that can teach you about a specific culture. In return, 

you can teach them about the SNAP application process so they can relay this information to their 

constituents.

Quick Tips for Communicating With Clients and Families

At the heart of cultural competence is learning to communicate effectively with individuals and their 

families. Here are a few tried and true suggestions:

• When working with people different from yourself, it’s important to put your own personal biases 

aside. Keep an open mind and don’t jump to conclusions. Because a person speaks with an accent does not mean they are not a native-born citizen. Take time to learn about the person you are 

speaking with, which demonstrates respect and an understanding of cultural competency.

• Establish rapport. In many cultures, it is important to establish some type of relationship before 

discussing business. Taking a few extra moments to ask questions and learn more about an individual 

and his/her family often makes an enormous difference in the long run.

• While developing rapport, refrain from discussing topics, such as personal relationships, or behaviors 

that may be misinterpreted. As a practice, avoid making jokes or displaying questionable posters 

or artwork in your office or workspace. 

• If you don’t know what their native language is, use the “I Speak” document available at 

http://www.fns.usda.gov/snap/outreach/translations.htm, which lists, in 34 different languages, the 

words “I Speak.” Give this document to your clients so they can point out for you which language 

they speak when they spot it.

• Respect personal space. When you first meet with potential clients, ask them to sit where they feel 

the most comfortable. This will allow people to choose the personal distance that makes them most 

comfortable. Similarly, refrain from casually tapping or touching someone, which in some cultures 

can be perceived as being too familiar. 
D | 27

 Cultural CompetencY

• Identify the decisionmaker. Find out who the influential parties are and how they make decisions. 

It may be important to ask, “Do you want to discuss SNAP with other members of your family?”

• Send a message through children but do not use children as interpreters. For many parents who 

don’t speak English well, their children often serve as conduits for information. They can take home 

what they received in school--for instance, information on summer programs or SNAP. However, 

some caution must be taken if a parent brings a child to a meeting to serve as an interpreter. Children 

may be able to informally convey casual conversation points. However, eligibility for a government 

program is different. Children may not understand the meaning of technical words such as income and resources. Also, parents may not feel comfortable discussing certain information such as 

household income in front of their children. 

• Ask questions and listen to the answers. Asking questions shows that you really are interested in what 

a person has to say and his or her perspectives. But pay attention. Do not interrupt your client or try 

to put words in his or her mouth.

• Check for understanding. In some cultures, people are reluctant to ask questions of authority 

figures. Explain that asking for clarification is acceptable−then ask follow up questions to determine 

whether they correctly understood you. Ask open-ended questions to ensure the information has been 

adequately understood. 

• Learn greetings and titles of respect in other languages that you commonly encounter.

• Write numbers down. People easily confuse numbers spoken in a new language.

Eight Common Mistakes To Avoid 

1. Disrupting home and work schedules when conducting education and outreach activities.

2. Dismissing cultural preferences, customs, and traditions when discussing health and nutrition.

3. Assuming others perceive things the same way you do. 

4. Getting “right down to business.” In many cultures, socializing is an important first step before 

 discussing business or personal matters.

5. Conducting interviews or discussing personal information in an open setting. Receiving assistance 

 from outside agencies is an embarrassment in some cultures, and may be better discussed behind 

 closed doors.

6. Misreading silence for confusion or lack of knowledge. Allow for a short period of silence or 

 reflection. Rather than asking if the person understood what was discussed, ask open-ended questions 

 as you probe for understanding. 
D | 28

Cultural CompetencY

7. Ignoring the importance of such factors as age, gender, or position in family when asking 

 for decisions.

8. Making assumptions based on stereotypes. Examples:

• Ms. L. has a Hispanic surname and speaks with an accent. She arrives for a community-sponsored 

workshop on how to apply for SNAP. When she approaches the sign-in table and gives her name to 

the staff person, she is promptly asked to step to the side and wait a moment. The staff person speaks 

slowly and in a loud voice. Ms. L immediately knows that the staff person assumes she cannot speak 

English, and has gone to get someone who is bilingual to help out. Although she is pleased that they 

are making the effort to provide translators for individuals who require this level of language assistance, she wishes they had asked about her specific needs.

• Ms. T is African-American. She stops by the SNAP booth at a citywide festival and asks where in her 

community she can find out more about applying for SNAP. She notices that instead of asking where 

she lives, the outreach worker assumes she lives in a predominately African-American section of town 

and immediately refers her to a location in that area. This infuriates Ms. T because she does not live 

in that area and must point that out before receiving the correct information. 
Avoiding

 Pitfalls

WHEN PLANNING

 EVENTS

5
E | 1

MEDIA EVENTS

MEDIA EVENTS, Press 

CONFERENCES and Interviews

When is a media event or press 

conference appropriate?

Media events or press conferences are used to 

convey information and attract attention. They 

allow you to deliver time-sensitive news to many 

media outlets at once. Because events involve a 

lot of time, and because attendance and coverage 

aren’t guaranteed, think carefully before you make 

a decision to move forward. 

What should I consider when deciding 

whether a media event is warranted?

• Is there a visual element to your news? Keep in 

mind what will look good in a photo or on TV. 

(Refer to page E 4 for event pictures.) 

• Is there an alternative format to deliver your 

news that would be equally or more effective, 

such as a press release? Is your event newsworthy, timely, and of interest to the media? (See 

“Five Components of a Newsworthy Story” on 

page C 6 of the “Media Outreach” section.)

• Will an event offer reporters special advantages, 

such contact with as experts, officials, and other 

important local figures?

What are some examples of things that might 

warrant an event or press conference?

• Formation of new and important partnerships; 

• Opening of a new facility; 

• Announcement of a new program; 

• Release of an important study or survey; or 

• Announcement of the receipt of a new grant.

At what time should I plan the media event?

Check your local calendar listings before planning 

an event to make sure it doesn’t conflict with another major media event. The optimal time to schedule 

a media event or news conference is 10 a.m. This 

allows time in the morning for the assignment 

editor to review the story options for the day and to 

assign a reporter to your event. Remember, TV and 

radio producers need time to edit the story for broadcast, and newspaper reporters need time to write. 

Consider also that your event might be more 

successful at certain times of the year, for instance 

when school’s out and children no longer have 

access to a school lunch program, or around the 

holidays when people are sensitive to hunger issues.

Where should I have the media event?

The location of your event should be relevant to the 

issue or story being presented. Hold your event in 

a central location, near the media, to help facilitate 

coverage. Take the time to scout your location before 

you choose it, and visit it a few times again before 

you host your event. Make sure there is nearby 

parking for news vans, as crews often carry heavy 

equipment to and from the event site. 

Anticipate what equipment will be necessary 

and make sure there is adequate space for equipment at your location. If you expect cameras 

or radio reporters, you must have a podium and 

microphone. In many cases, television and radio 

reporters tape their own microphones directly onto 

the podium. Be sure there is room for a table for 

press releases, statements, and check-in.
E | 2

MEDIA EVENTS

• Outdoor events: Consider the weather and 

noise and arrange for an alternate indoor site.

• Indoor events: Think about space. You will 

need room for TV cameras and other media, 

guests, and your own audiovisual equipment. 

Know beforehand where electrical plugs and 

light switches are located.

Whom should I invite? 

Consider inviting community leaders, including the 

mayor, local council members, or notable nutritionists to speak at a news conference. Work with your 

local Supplemental Nutrition Assistance Program 

office to select speakers and develop the invitation 

list. Not only will this make your event more appealing to the media, but it demonstrates that improving 

nutrition in your area is a community effort.

The media usually take an interest in the human 

side of an issue. See if you can identify a family 

that has a positive story to tell about its experience. 

How should I invite the media?

The most common way to invite media to a press 

conference is with a media advisory (see example at 

the end of this section). The advisory gives enough 

details about the event to pique an outlet’s interest, 

but not so many that it gives away the entire story. 

Send your advisory to the assignment editor or reporter one to two days before your event. On the 

morning of your event, follow up with the reporter 

or assignment editor and be sure to include on-site 

contact information, such as cell phone numbers and 

exact site location. Assignment desks often do not 

know whom they will send until the day of the event.

What else do I need to do in advance?

• Prepare signage such as banners and podium 

signs that can be placed prominently in front 

of the cameras and photographers. Be sure to 

properly position signage (you do not want it 

blocked by speakers, equipment, etc.).

• Spokesperson(s): Assign one or two spokespersons, such as the head of your organization or 

a local dignitary, to speak and/or answer media 

questions at the event. Brief your spokespersons 

beforehand and make sure they are approved to 

speak in front of the press. In addition to having 

official spokespersons, the media will be attracted 

to a story that puts a human face on the issue of 

hunger. Because some people may not want others 

to know they are using SNAP benefits, approach 

this issue with sensitivity and prudence. Be sure 

all your spokespersons speak clearly and are 

easily understood .

• Prepare an agenda. Decide the order of the 

speakers, the length of their remarks, and who 

will act as master of ceremonies. Keep each person’s remarks to no more than 10 minutes and 

plan on having no more than three speakers.

• Prepare your press kits. Include the following in 

your press kit:

– Agenda

– Fact sheet

– Bios of speakers and interviewees

– Copies of any graphs, charts, and other visuals

– Photographs

– Brochures

INFORMATIONAL VISUALS

• Pie charts and graphs from new research, 

such as charts that show the number of 

people in your area who are eligible for 

SNAP benefits, but not receiving them.

• Backdrop, like a large sign with the 

organization name; or the backdrop might 

be something that conveys information — 

like shelves of food at a food bank

SYMBOLIC VISUAL

• A table display of healthy foods to demonstrate the foods that a family of four could 

buy with SNAP benefits in a month.

EXAMPLES OF VISUALS
E | 3

MEDIA EVENTS

• List your event in your local community 

calendars. See the end of this section for an 

example. Larger cities also have a local Associated Press (AP) office that you can call. Ask to 

have your event put on their calendar, known 

as the Daybook. There is a State-by-State 

listing of AP bureaus at the end of this section.

• Call the press as a reminder prior to the day of 

the event. 

What should I do on the day of the event?

• Set up a table for media and guest sign-in and 

press kit distribution.

• Greet the guests as they arrive and provide 

them with assigned seating and other 

pertinent information.

• Start on time, even if attendance is sparse.

What should I do after the event?

• Send thank-you notes or letters to the guests 

and special speakers.

• Follow up with media who were not able to 

attend — ASAP. Send press kits to reporters 

who couldn’t attend the event. Place follow up 

calls and ask reporters if they are interested 

in conducting a phone interview with one of 

the spokespersons.

• Monitor and collect news articles 

What are some examples of events I could host? 

Here are some examples of events to generate coverage of hunger issues and SNAP benefits, as well 

as simple, inexpensive visuals to use, and spokespersons to offer for interviews.

ANNOUNCEMENT OF NEW STUDY FINDINGS

LOCATION: A community center, community or faith-based organization, food bank

INTERVIEWEES: Head of your organization, mayor, council members, nutritionist, recipients 

of SNAP benefits

VISUALS: Graphs and charts

A “DAY IN THE LIFE” GROCERY SHOPPING

LOCATION: A supermarket. The idea would be to have local media “shop” for a family 

of four with a limited budget so they can understand what it is like to buy 

nutritious food when money’s tight.

INTERVIEWEES: Recipients of SNAP benefits, grocery store manager, nutritionist

VISUALS: Food, use of the EBT card

COOKING DEMONSTRATION FOR RECIPIENTS OF SNAP BENEFITS

LOCATION: A food bank, culinary school, kitchens at schools, faith-based or community 

center, supermarket

INTERVIEWEES: A nutritionist, recipients of SNAP benefits, a local dignitary, a chef 

from a well-known local restaurant

VISUALS: Good, healthy food being prepared, a nutrition chart, images 

of people learning about how to eat well and economically
E | 4

MEDIA EVENTS

SAMPLE EVENT SETUP

(Spanish)

(English)

1 An eligibility worker with the United Way 

of New York City helps an individual at a 

SNAP prescreening event in Chinatown. 

Photo credit: United Way of New York City

2 & 3 FoodChange eligibility workers hold 

a healthy cooking demonstration at a local 

grocery store and provide shoppers with 

information on SNAP. 

Photo credit: FoodChange

1

2

3
E | 5

MEDIA EVENTS

STATE CITY PHONE

AK Anchorage (907) 272-7549

AL Montgomery (334) 262-5947 

AR Little Rock (501) 225-3668

AZ Phoenix (602) 258-8934

CA Los Angeles (213) 626-1200

CO Denver (303) 825-0123

CT Hartford (860) 246-6876

DC Washington (202) 776-9400

DE Dover (302) 674-3037

FL Miami (305) 594-5825

GA Atlanta (404) 522-8971

HI Honolulu (808) 536-5510

IA Des Moines (515) 243-3281

ID Boise (208) 343-1894

IL Chicago (312) 781-0500

IN Indianapolis (317) 639-5501

KS Topeka (785) 234-5654

KY Louisville (502) 583-7718

LA New Orleans (504) 523-3931

MA Boston (617) 357-8100

MD Baltimore (410) 837-8315

ME Portland (207) 772-4157

MI Detroit (313) 259-0650

MN Minneapolis (612) 332-2727

MO St. Louis (314) 241-2496

MS Jackson (601) 948-5897

ASSOCIATED PRESS (AP): STATE-BY-STATE LISTING

STATE CITY PHONE

MT Helena (406) 442-7440

NC Raleigh (919) 833-8687

ND Bismarck (701) 223-8450

NE Omaha (402) 391-0031

NH Concord (603) 224-3327

NJ Trenton (609) 392-3622

NM Albuquerque (505) 822-9022

NV Las Vegas (702) 382-7440

NY New York (212) 621-1670

OH Columbus (614) 885-2727

OK Oklahoma (405) 525-2121

OR Portland (503) 228-2169

PA Philadelphia (215) 561-1133

RI Providence (401) 274-2270

SC Columbia (803) 799-6418

SD Sioux Falls (605) 332-3111

TN Nashville (615) 373-9988

TX Dallas (972) 991-2100

UT Salt Lake City (801) 322-3405

VA Richmond (804) 643-6646

VT Montpelier (802) 229-0577

WA Seattle (206) 682-1812

WI Milwaukee (414) 225-3580

WV Charleston (304) 346-0897

WY Cheyenne (307) 632-9351
E | 6

MEDIA EVENTS

ORGANIZATION CITY STATE PHONE FAX MAIN E-MAIL

Alaska Public Radio Network Anchorage AK (907) 263-7448 N/A news@aprn.org

Alabama Radio Network Birmingham AL (205) 439-9600 (205) 439-8390 N/A

Arkansas Radio Network Little Rock AR (501) 401-0200 (501) 401-0367 N/A

Pacifica Radio Network Berkeley CA (510) 849-2281 N/A contact@pacifica.org

Connecticut Radio Network Hamden CT (203) 288-2002 (203) 281-3291 N/A

Florida’s Radio Networks Maitland FL (888) 407-4376 (407) 916-7425 news@frn.com

Georgia News Network Atlanta GA (404) 607-9045 (404) 367-1134 N/A

Radio Iowa Des Moines IA (515) 282-1984 (515) 282-1879 RadioIowa@Learfield.com

Illinois Radio Network Chicago IL (312) 943-6363 (312) 943-5109 N/A

Network Indiana Indianapolis IN (317) 637-4638 (317) 684-2008 info@network-indiana.com

Kansas Information Network Topeka KS (785) 272-2199 (785) 228-7282 info@radionetworks.com

Kentucky News Network Louisville KY (502) 479-2222 (502) 479-2231 N/A

Louisiana Network, Inc. Baton Rouge LA (225) 383-8695 (225) 383-5020 N/A

National Radio Network Framingham MA (508) 820-2430 N/A N/A

Michigan Radio Network Lansing MI (517) 484-4888 (517) 484-1389 miradio@ameritech.net

Minnesota News Network Minneapolis MN (612) 321-7200 (612) 321-7202 newsroom@mnnradio.com

MissouriNet Jefferson City MO (573) 893-2829 (573) 893-8094 Info@Missourinet.com

Mississippi News Network Jackson MS (601) 957-1700 (601) 956-5228 N/A

Northern Broadcasting System Billings MT (406) 252-6661 (406) 245-9755 nbs@northernbroadcasting.com

North Carolina News Network Raleigh NC (919) 890-6030 (919) 890-6024 N/A

North Dakota News Network Fargo ND (701) 237-5000 (701) 280-0861 dakotanews@qwest.net

Ohio News Network Columbus OH (614) 460-3850 (614) 460-2822 N/A

Oklahoma News Network Oklahoma City OK (405) 840-9489 (405) 858-1435 N/A

Radio Pennsylvania Network Harrisburg PA (717) 221-2883 (717) 232-7612 radiopa@radiopa.org

South Carolina News Network Columbia SC (803) 790-4300 (803) 790-4309 N/A

South Dakota News Network Pierre SD (605) 224-9911 (605) 224-8984 dakotanews@qwest.net

Tennessee Radio Network Nashville TN (615) 664-2400 (615) 687-9797 N/A

Texas State Network Arlington TX (800) 683-5558 (817) 543-5572 tsn@tsnradio.com

Virginia News Networks Richmond VA (804) 474-0000 (804) 474-0167 N/A

Wisconsin Radio Network Madison WI (608) 251-3900 (608) 251-7233 info@wrn.com

West Virginia MetroNews Charleston WV (304) 346-7055 (304) 346-8262 newsroom@wvmetronews.com

United Stations Radio Network New York NY (212) 869-1111 (212) 869-1115 info@unitedstations.com

USA Radio Network Dallas TX (972) 484-3900 (972) 241-6826 newsroom@usaradio.com

REGIONAL/STATE RADIO NETWORKS
Getting 

to the Core

OF MEDIA RELATIONS 

 AND OUTREACH

6
F | 1

MEDIA Relations

The previous sections of this toolkit have mentioned a variety of tools you can use to conduct outreach for 

increasing participation in the Supplemental Nutrition Assistance Program (SNAP). This section provides 

the specific, practical information you need to put these tools to use:

• Interviews • Pitch scripts and letters • Media advisories 

• Press releases • Proclamations • Calendar listings

The section that follows will give you the scoop on another very important communication tool — public 

service anouncements. 

TIPS FOR SUCCESSFUL INTERVIEWS

Following are interview tips that you or your organization’s SNAP spokespersons can use.

Before the Interview

• Know the reporter, publication/program, interview format, and audience. Go online and look up recent 

articles written by the reporter and ask your colleagues if they know anything about the outlet or reporter.

• Know your goal for the interview. For instance, do you want to publicize a prescreening event? Let 

people know about your 800 number?

• Know what you want to say. Review the talking points on page 14 of the “Introduction” section.

• Develop 3-5 key talking points to ensure your message is related.

• Jot down likely questions and appropriate answers.

TELEPHONE INTERVIEWS TELEVISION INTERVIEWS

• Buy preparation time by asking to call the reporter back if the deadline allows.

• Establish an “interview atmosphere” and mindset. Set yourself up in a quiet room with no distractions and have your talking points in front of 

you. Do not think it’s any less formal because it is 

over the phone.

• Use notes.

• For radio, speak visually — use words to paint 

pictures. For instance: “The number of hungry 

people in Pleasantville could fill the football stadium three times over.”

• For men, a dark suit and blue shirt works best. 

For women, avoid solid black or white, and busy 

patterns. Bright colors are fine.

• Sit erect, but not stiff, and slightly forward in the 

chair. Unbutton suit jacket when seated.

• Resist the urge to shout into the microphone. 

Speak and gesture naturally.

• Talk to the reporter or interviewer, not the camera.

• Keep a pleasant expression; smile when 

appropriate.

• Hold your “interview attitude” from the moment 

you are lit until the interview is completely over 

and you are sure the camera is off.

HOW TO’S FOR MEDIA RELATIONS AND OUTREACH
F | 2

MEDIA Relations

INTERVIEW DO’S 

J Asked about a problem? Talk about a solution. For examples, see the Q&A document in the 

“Introduction” section on pages 15 and 16. 

J Answer the question you wish they had asked. “Bridge” to a related point you want to 

make. For example: 

◊ Q: Why are so many people going hungry?

◊ A: It’s a complicated issue, but the important thing is that people can get the nutrition 

support they need through SNAP benefits.

J Speak in headlines. Speak in short, succinct statements that will make good quotes. Offer 

a conclusion first, briefly and directly, and back it with facts or proof points. For example: 

◊ “SNAP has made big changes recently that make it easier 

to find out about the program. You can call 1-800-221-5689 to learn more about 

benefits and how to apply.”

J Speak clearly. Avoid jargon and bureaucratese.

J Be engaging, likable.

J Even if a reporter uses a negative statement or slurs, frame your reply as a positive statement.

INTERVIEW DON’TS

L Do not fake your expertise. If you do not have the answer to a question, assure the reporter 

you will find and provide the needed facts in a timely manner (please provide an approximate time to expect the call), or offer to assist the reporter in finding another source.

L Do not overlap the interviewer’s question; begin your answer when the reporter is finished.

L Do not be provoked. Keep cool.

L Do not lie to a reporter. If you aren’t comfortable responding to a particular question, 

simply say that you have “no comment.” However, if you can, refer them to another 

appropriate source for the information or let them know you will find out for them. 

L Do not over-answer. Short answers are better than long. 

L Do not let false charges, facts, or figures offered by a reporter stand uncorrected. 

◊ Q: Why would someone go to the trouble of applying for SNAP if the benefits 

are only $10 a month?

◊ A: On average, monthly benefits vary from $86 per person to almost $200 per 

household. This additional support will help low-income households purchase 

nutritious foods necessary for a healthy diet.

L Do not fall victim to hypothetical situations and “A or B” dilemmas.

L

J
F | 3

MEDIA Relations

MEDIA PITCH SCRIPT

What is a pitch script? 

A pitch script is an outline of the key points you 

need to cover during a phone conversation with a 

reporter or assignment editor. You can use this pitch 

script to talk to a reporter before or after sending 

them a media advisory about an upcoming event.

How much time will I have to make my pitch? 

Often you only have 30 - 90 seconds to make your 

pitch, so you must use them wisely. Practice your 

pitch aloud once or twice before calling. 

Should I read from my script? 

No, do not read directly from the script as you talk. 

The script is to be used as a starting point. 

Where can I find SNAP participation data to use 

in my pitch? 

You can find updated participation data on the FNS 

Web site at http://www.fns.usda.gov/oane/MENU/

Published/SNAP/participation.htm.

What if the reporter cannot attend? 

If the reporter cannot attend, ask if you can send a 

photograph or perhaps arrange a phone interview 

with one of your spokespersons afterwards. 

PITCH SCRIPT TEMPLATE

Following are two examples of pitch scripts. The ineffective 

script does not provide the reporter with enough details to 

cover the event and does not present a case. The effective 

script politely asks if the reporter has time to talk and 

efficiently outlines pertinent event information. 

EFFECTIVE: 

“Hello, my name is XX and I am calling from the 

Hunger Organization. Is this a good time?” [Or, 

“Do you have a minute?” If not, ask when you 

can call back.] 

“Because XX low-income elderly people in 

[NAME OF STATE/TOWN/CITY] are living on the 

edge of hunger, Hunger Organization is kicking off 

a ‘Benefit Bus’ tour on Monday to help the older 

population in [NAME OF STATE/TOWN/CITY] access SNAP benefits without the bother of finding 

transportation to a local SNAP office. 

“This bus tour will span X days and X locations. 

[Have additional details handy, such as a media 

advisory, in case you are asked questions about

the event.] SNAP outreach

coordinators will be on hand to provide a 

checklist of all necessary paperwork needed to 

apply, and to conduct prescreening for benefit 

eligibility.

“I hope you’ll agree that this is something you or 

your station/paper would be interested in covering. May I fax or e-mail you a media advisory? 

[Or, I have faxed/e-mailed you a media advisory 

about this event to provide you with additional 

information.]“If you have any questions about 

the event or our program, or need to reach us, 

my name is XX and my number is XX.” [For voicemail, repeat name and number.]

INEFFECTIVE PITCH: 

“Hi! I just wanted to tell you that 

Hunger Organization will be holding 

an event on Monday. The antihunger 

group works with members of the 

community to provide SNAP 

benefits and...”
F | 4

MEDIA Relations

What is a pitch and what are some examples of a pitch?

A pitch is contact with a journalist or editor to introduce story ideas or other salient information. “Pitching” 

most often refers to media outreach efforts to obtain coverage; however, outreach efforts to place PSAs or 

secure partnerships are also forms of pitches. 

WHEN TO USE A PITCH LETTER 

A pitch letter makes the case for covering a specific story, 

especially a story that is “evergreen” or is not tied to a specific 

event and can be written at any time.

THE IMPORTANCE OF A PITCH LETTER

More than a phone call, the pitch letter allows you to outline 

what you are doing and why it is valuable. A good pitch letter 

(see template on page F 5) has staying power. If it doesn’t 

generate a story today, it may tomorrow.

THE FORMAT OF A PITCH LETTER

A pitch letter can be used in a variety of formats — mail, fax, 

e-mail. If you choose to send a pitch letter via mail, put it on your 

letterhead. The points outlined in the “Developing and Selling the 

Story” section of this toolkit will also come in handy as you create 

your pitch letter. 

PITCH LETTER
F | 5

MEDIA Relations

Dear [NAME OF REPORTER], 

Have you ever had to decide whether to buy medicine for your sick child or 

buy food? Have you ever had to choose between paying the heating bill and 

having enough food for dinner? Every day, thousands of low-income people 

in [NAME OF STATE/TOWN/CITY] grapple with issues like these. But they 

don’t have to.

There are XX people living on the edge of hunger in [NAME OF STATE/

TOWN/CITY]. SNAP helps low-income Americans purchase nutritious, 

healthy food. However, only half of those eligible to receive SNAP benefits are 

currently enrolled. 

[ORGANIZATION NAME] is kicking off a SNAP outreach effort in [NAME 

OF STATE/TOWN/CITY] by [Describe the activity you would like the media to 

report on, such as hosting a health fair or prescreening event, volunteering, distributing 

informational flyers, promoting events, etc., And be sure to use language to get their 

attention]. The goal of this outreach effort is to ensure that everyone who is 

eligible for SNAP knows about it and is able to access benefits. 

SNAP is a win-win for low-income families and individuals, as well as for the 

local economy. By helping them defray the costs of groceries, SNAP benefits 

allow recipients to purchase more healthy and nutritious food. These benefits 

also help local retailers and the local community by bringing Federal dollars 

into the area.

Given some of your recent stories, I thought you would be interested in learning more about our community outreach effort, and I look forward to speaking 

with you in further detail. I can be reached at (XXX) XXX-XXXX to answer 

any questions you may have or provide you with background information.

Best regards, 

[YOUR NAME]

[TITLE]

[CONTACT INFORMATION]

PITCH LETTER TEMPLATE
F | 6

MEDIA Relations

What is a media advisory?

A media advisory is a one-page document loaded with information about the who, what, when and where 

of your planned event — without giving away the entire story. 

What goes out first, the media advisory or the press release?

The media advisory is sent in advance of a press release. 

What is the goal of a media advisory?

The goal is to get your event on the media’s calendars and planning books. Using your organization’s letterhead, write your advisory in a way that will interest the press, without giving away so many details that 

they get the full story without having to attend the event.

How do I write a media advisory?

As demonstrated in the template below, begin with a headline that informs the media that something important or “newsworthy” is happening, followed by a secondary heading with additional facts. 

When should I distribute the media advisory?

See page C 7 of the “Media Outreach” section for more information on when to distribute a media advisory. 

WHAT TYPE OF INFORMATION SHOULD I INCLUDE IN THE ADVISORY? 

WHAT

As in a press release, the first sentence should describe the purpose or “what” of 

your event in a uniquely newsworthy way. Like your pitch, the media advisory should 

have a “hook” or angle to get the attention of the media. 

WHEN The “when” section outlines the specific date and time of the event.

WHO The “who” section lists event attendees in order of prestige — for example, a State 

official would be featured before a local official. 

WHERE The “where” states the exact address of the event, and includes directions and parking information if necessary. 

WHY

The “why” section provides background information for the media, including relevant 

statistics and a brief description of your organization. This section should also reference other resources, if available, such as a Web site, video clips or radio sound bites.

MEDIA ADVISORIES
F | 7

MEDIA Relations

FOR IMMEDIATE RELEASE CONTACT: [NAME OF DESIGNATED MEDIA CONTACT]

[(AREA CODE) PHONE #]

[CELL# or E-MAIL]

HUNGER ORGANIZATION TO LAUNCH “BENEFIT BUS” TOUR

SNAP Prescreening Events at Assisted Living 

Complexes Help Low Income Seniors Determine Eligibility

WHAT: A “Benefit Bus” Tour will hit the streets of Rochester, stopping at assisted living 

complexes across town to provide low-income seniors with information about 

the Supplemental Nutrition Assistance Program (SNAP) and help them determine 

whether they are eligible to receive benefits. This is part of an ongoing SNAP 

outreach effort by Hunger Organization.

WHEN: Tuesday, April 12, and Wednesday, April 13, 2005, from 1 p.m. to 3 p.m. 

WHERE: Tuesday: Baywinde Senior Campus

550 Latona Road

Rochester, NY

Wednesday: Gables at Brighton

2001 S. Clinton Avenue

Rochester, NY

** For directions or parking information, please contact Jane Doe.

WHO: Bob Smith, Mayor, City of Rochester

Dana Jones, Director, New York State Health Department

Mary Mack, Executive Director, Hunger Organization 

SNAP Outreach Prescreeners, Hunger Organization

WHY: Hunger is an important issue in this community, and Hunger Organization is working to ensure that Rochester residents who are eligible for SNAP know about it and 

are able to access SNAP benefits.

As the cornerstone of the Nation’s nutrition assistance safety net, SNAP helps lowincome families and individuals purchase nutritious and healthy food by providing 

much-needed temporary help. 

Visit www.hungerorganization.org and/or www.fns.usda.gov/snap/outreach.htm

for additional resources. 

MEDIA ADVISORY TEMPLATE
F | 8

MEDIA Relations

MEDIA ADVISORY Contact(s): Terry Coble, Policy Director

September 23, 2002 305-576-5001, ext. 17 / 786-473-9936 (cell.)

For Immediate Release terryc@hscdade.org

Daniella Levine, Executive Director

305-576-5001 Ext. 19 / 305-467-4015 (cell.)

daniellal@hscdade.org

Human Services Coalition of Miami-Dade County

“Measuring and Overcoming Poverty in Miami-Dade County”

Miami leaders announce a new campaign to help families achieve economic independence

What income does a family in Miami need to meet basic needs? What types of subsidies and 

supports are in place to help Miami families make ends meet? What is being done to help lift the 

earnings of low-income working families in Miami? 

These are the kinds of questions that will be answered at a briefing to release a report on the cost 

of living in Florida and to kick off a campaign to help Miami families on their path to economic 

security. 

The briefing will be held at:

10:00 a.m., Tuesday, September 24, 2002

South Florida Workforce Little Havana One Stop Career Center

3525 NW 7th Street

Miami, FL

305-643-6730

Briefing speakers will discuss:

• The findings of The Self-Sufficiency Standard for Florida report.

• The launching of the Greater Miami Prosperity Campaign and the Food Stamp Outreach 

to Working Families project to increase the use of the Earned Income Tax Credit and Food 

Stamps to lift families towards economic self-sufficiency.

Speakers will include:

Diana Pearce, Researcher and Report Author, University of Washington 

Honorable Manuel A. Diaz, Mayor, City of Miami

Hon. Eric M. Bost, Under-Secretary, U.S. Department of Agriculture

Hodding Carter, President and CEO, John S. & James L. Knight Foundation

Peter W. Roulhac, Chair Elect, Greater Miami Chamber of Commerce

Daniella Levine, Executive Director, Human Services Coalition of Dade County

Maureen Golga, Self-Sufficiency Project Organizer, Wider Opportunities for Women

Sponsors of this event are: Human Services Coalition of Dade County, the Greater Miami Chamber of Commerce, and Wider Opportunities for Women, a Washington, D.C.-based nonprofit.

_ _ _

SAMPLE MEDIA ADVISORY: 

HUMAN SERVICES COALITION OF MIAMI-DADE COUNTY
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SAMPLE MEDIA ADVISORY:

COMMUNITY ACTION PROGRAM FOR MADISON COUNTY, INC. 
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HOW TO WRITE A PRESS RELEASE

TIP 1 | THE HEADLINE - The headline of your press release should be as dramatic 

as possible without sounding exaggerated. Will your program affect the 

community in a big way? Think about what will grab the attention of a 

news reporter. Your headline will tell the news.

TIP 2 | WRITING STYLE - The upside-down pyramid is a standard style of news 

writing. The broad base at the top of the pyramid represents the most 

newsworthy information in the story, and the narrow tip at the bottom 

represents the least newsworthy information in the story. This enables 

the story to be shortened by cutting from the bottom without losing the 

most important details. Similarly, when you write a press release in the 

upside-down pyramid format, you put the most newsworthy information 

at the beginning and the least newsworthy information at the end. 

TIP 3 | PARAGRAPH ONE - The first paragraph states the news or announcement 

and includes supporting information. Make sure you have addressed the 

who, what, when, where, and why of the story.

TIP 4 | PARAGRAPH TWO - A quote often starts the second paragraph and delivers 

a major message point of your effort. It can state an opinion and add a 

human element to the story. Generally, the person writing the release will 

draft a quote to effectively communicate the point. 

TIP 5 | USE OF QUOTES - Quotes must be approved by the person to whom the 

quote is attributed. Quotes are often adjusted to respond to that person’s 

concerns, tone, and style. Be sure to make the quotes conversational and 

brief; this increases their chances of being picked up and repeated. You 

should not quote more than two people. Quoting from too many sources 

causes confusion. 

TIP 6 | PARAGRAPH THREE - This paragraph contains more information on the 

event or announcement. You could include interesting and relevant facts 

that are a part of your main message. You can amplify your message 

with another quote either from the same spokesperson or from a different 

source. Be sure the quotes are conversational and brief.
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TIP 7 | LAST PARAGRAPH - This paragraph should tell the public what you want 

them to know about your organization. For example, how long it has 

been in the community and/or how people can contact you.

TIP 8 | LOCAL OR REGIONAL MEDIA - You will be writing for local or regional media, 

so your press release should provide details about how the news affects 

your community. Your local news outlets will be more interested in a 

story whose impact is felt locally. That said, you should also provide 

some national context — like information about SNAP benefits, trends, 

and national studies. 

TIP 9 | ACRONYMS, JARGON, AND TECHNICAL LANGUAGE - Do not use acronyms, 

jargon or highly technical language in your press release.

TIP 10 | LENGTH OF PRESS RELEASE - Your press release should be to-the-point 

and a maximum of one to two pages. Few reporters will read beyond a 

second page. A press release is not the right forum to issue thank-you’s and 

acknowledgements. 

TIP 11 | PROOFREAD YOUR RELEASE - Always make time to review and edit your 

release. Correct all spelling and typographical errors. Have someone unfamiliar with the program look over the release to see if the messages are 

clear to them.

TIP 12 | LETTERHEAD - Print the release on your organization’s letterhead so that it 

looks official.
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PRESS RELEASE LAYOUT TIPS

CONTACT INFORMATION - Always include up-to-date contact information on your press release in the upper right-hand corner. The contacts you list should be easily accessible; you 

may wish to include more than one person. Because reporters often work on tight deadlines 

and may need to reach your contact immediately, consider including a cell phone number 

on your release. 

PARAGRAPH ONE - The first paragraph of your press release should include the city from 

which you are releasing the information and the date. 

SPACING - To ensure ease of reading, use at least a space and a half or double space between 

lines. Make sure you leave enough margin space, at least 3⁄4”, for reporters to make their 

own notes.

FORMAT - If your press release is more than a page, you should write “- more -” at the bottom of the page to indicate that it continues. You should also write “Page Two” in the upper left-hand corner of the page so that reporters can follow the release easily. Finish the 

release by inserting “###” at the end.

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2

3

4
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FOR IMMEDIATE RELEASE

[DATE] CONTACT: 

[Your Name or appropriate contact]

[AREA CODE AND PHONE #]

[OPTIONAL: CELL #/E-MAIL]

[HUNGER ORGANIZATION] AND [CITY GROCER] 

KICK OFF “FILL THE CART” CAMPAIGN

Outreach Effort Underway to Educate [YOUR COMMUNITY] Low-Income Families and Individuals 

about Nutrition and SNAP Purchase Power

[YOUR CITY, STATE, DATE] – [HUNGER ORGANIZATION] and [CITY GROCER] kicked off the “Fill 

the Cart” campaign today – a major outreach initiative to increase enrollment in the Supplemental Nutrition 

Assistance Program (SNAP). Working together, the two will educate [YOUR COMMUNITY’S] low-income 

families and individuals about nutritious and healthy food which can be purchased using SNAP benefits. 

[CITY GROCER] has also developed a recipe book highlighting sample healthy menus and an easy-to-use 

shopping list featuring nutritious items that can be purchased using SNAP benefits. The recipe book will be 

distributed at local [CITY GROCER] stores, farmers markets and health fairs. 

(Add specific details about outreach effort)

“[INSERT QUOTE HERE],” said [YOUR ORGANIZATION’S] Executive Director, president or spokesperson. 

SNAP is a win-win for the [CITY] community – for both residents and retailers. Funded with Federal dollars, 

each $5 in new SNAP benefits generates almost twice that amount in economic activity for the community. 

For a household of four, the average benefit is about $200 a month. Research shows that low-income households participating in SNAP have access to more food energy, protein, and an array of essential vitamins and 

minerals in their home food supply. (Add other relevant information on the event of announcement – 

i.E. Interesting/relevant statistics, economic benefit, EBT card versus paper coupons.)

“[INSERT SECOND QUOTE HERE],” said [SNAP office contact, partner, or another key 

community leader.]

[NAME OF ORGANIZATION] is community-based organization serving the [NAME OF AREA] 

community for 25 years. [NAME OF ORGANIZATION] raises awareness about the nutrition 

benefits of SNAP through outreach including prescreening events, cooking demonstrations and a toll-free 

information hotline. For more information about SNAP, and what you can do in [NAME OF CITY/TOWN] 

to help further [NAME OF ORGANIZATION]’s mission, call [PHONE NUMBER OF ORGANIZATION] 

or visit [YOUR Web site, if applicable].

###

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PRESS RELEASE TEMPLATE
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SAMPLE PRESS RELEASE:

VERMONT CAMPAIGN TO END CHILDHOOD HUNGER (PAGE 1)

MORE
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SAMPLE PRESS RELEASE:

VERMONT CAMPAIGN TO END CHILDHOOD HUNGER (PAGE 2)
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For Immediate Release CONTACT: Daniella Levine, Executive Director

 Human Services Coalition

 305-576-5001 Ext.19

 305-467-4015 (cellular)

FOOD FOR ALL: A Building Block for Community Prosperity

Community Leaders Convene to Address Growing Problem of Hunger

Miami, FL – July 28, 2003 - On July 30, 2003 at 4:00 p.m. and July 31, 2003 at 9:00 a.m.- 4:00 

p.m., local and national advocates will meet to discuss the growing dilemma of hunger in MiamiDade and the country. The Food For All Summit will take place at Temple Israel, located at 137 

NE 19th Street, Miami, FL. 

The Summit is designed to bring awareness and attention to the South Florida community concerning the issues of hunger, poverty and health related concerns. Daniella Levine, Executive 

Director of Human Services Coalition of Dade County, a coalition member, observes, “Far too 

many people in the United States and Miami-Dade are going hungry or living on the edge of 

hunger. Improvements to and effective use of Federal nutrition safety net programs and enhanced 

coordination and innovations at the local level can address this situation and help ensure that no 

one in the community is forced to go hungry.”

Food for All has been generated through the efforts of a coalition of community groups, including the Allegany Franciscan Foundation, Alliance for Human Services, and Human Services 

Coalition (HSC). Participants include Miami-Dade Commissioner Jimmy Morales, New York 

City Public Advocate Betsy Gotbaum, Roberto Salazar, head of the Federal Food and Nutrition 

Service in the Bush administration, Ellen Vollinger from the Food Research Action Center and 

Modesto Abety of the Children’s Trust. Virgil Conrad, Regional Director of the U.S. Department of Agriculture, will present a signed proclamation to end hunger (Wednesday, 5 p.m.). This 

event will draw attention to the grave hunger crisis facing Miami-Dade County and the State of 

Florida. 

Over a Fellowship dinner, the advocates will hear from those directly affected by hunger and 

helped by existing programs. After an evening of presentations to learn about the issues, the attendees will spend Thursday in smaller groups developing solutions to the problem. 

The goal is to draw from Federal, State and local resources to end hunger in South Florida. 

According to Daniella Levine, “The community is coming together to develop a strong action 

agenda – together we can make Miami #1 in community prosperity instead of #1 in poverty!” 

Founded in 1996, the Human Services Coalition of Dade County (HSC) works to empower individuals and communities to create a more just society by promoting civic engagement, economic 

fairness and access to health and human services. At the heart of these efforts is a belief that individuals, families and communities will be strengthened through increased public awareness and 

civic involvement in improving systems of care. HSC is a membership-based coalition composed 

of over 6,000 members, representing community groups, faith-based organizations, policy makers, businesses and individuals. For more information, please contact us at 305-576-5001 or visit 

www.hscdade.org.

SAMPLE PRESS RELEASE:

HUMAN SERVICES COALITION
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Who issues a proclamation?

Proclamations are usually issued by mayors, county commissions, governors, city commissions, State 

legislatures, and other public officials to recognize a local cause or achievement.

Why and when should an organization request a proclamation?

Organizations can use a proclamation to get more publicity when conducting events or outreach efforts. 

The timing is best around a major event or when undergoing a big media push.

How is a proclamation issued?

Your organization may submit a proclamation request. You may privately approach a mayor, State legislator, or city commissioner to sponsor your request. Provide draft language that you would like the issuing 

body to consider. That often helps to move the process forward. If the proclamation is to be issued at a 

public gathering, such as a city commission meeting, you may need to file the request a month or more in 

advance, depending on the rules of the issuing body. 

What steps should be taken to issue a proclamation?

Once you have determined which public official(s) you would like to ask to issue a proclamation, it will be 

important to research whether any guidelines exist. This information can often be found on the officials’ 

Web site, or can be obtained by calling a public affairs liaison. In many cases, you can apply for a proclamation by mail, e-mail, or personal delivery.

What does a typical proclamation say?

The language in the proclamation should be 

crafted to drive home key points about your organization, your special outreach effort, and the 

value of SNAP. The proclamation template on 

page F 18 can provide some helpful language.

What does a typical proclamation look like?

Oftentimes, a proclamation is printed on heavyweight paper and affixed with a seal and official signatures. Your organization can proudly 

display it. 

WHAT IS A PROCLAMATION?
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SNAP AWARENESS DAY/WEEK/MONTH

[TIMING TO BE PROCLAIMED]

 By the [INSERT TITLE OF LOCAL OR STATE OFFICIAL...Such as Mayor of/Governor] of 

[INSERT CITY/TOWN/STATE]

A PROCLAMATION

WHEREAS the Supplemental Nutrition Assistance Program (SNAP) is the cornerstone of the 

Federal nutrition assistance safety net, providing more than 8.2 million households and 21 million 

low-income Americans with nutrition assistance; 

WHEREAS, hunger is a problem that affects families and individuals, including children and 

the elderly;

WHEREAS almost half of those eligible for SNAP benefits are currently not receiving the benefits 

they need, and [INSERT STATE/LOCAL STATISTIC, IF POSSIBLE];

WHEREAS, each $5 in new SNAP benefits generates nearly double that in economic activity;

WHEREAS, SNAP is modern, with benefits now delivered via electronic (EBT) cards;

WHEREAS, food retailers who accept SNAP EBT cards are important partners fighting hunger in 

our community;

WHEREAS, the United States Department of Agriculture and the State of [INSERT NAME 

OF STATE] are working to simplify the SNAP application process;

WHEREAS, the STATE/CITY/TOWN of [INSERT NAME] is participating in SNAP’s national 

outreach effort by conducting an awareness effort to help constituents determine potential eligibility and inform them on how to apply;

NOW, THEREFORE, I (INSERT OFFICIAL’S NAME AND TITLE) do hereby proclaim 

(TIMING – DAY, WEEK, MONTH) (SPECIFIC DATE) as “SNAP Awareness Day/Week/Month” 

and call upon the community and partner organizations to celebrate with appropriate ceremonies to 

acknowledge these efforts.

In witness whereof, I have hereunto set my hand on this [INSERT DAY AND MONTH, YEAR]

_______________________________

Signature of Official

PROCLAMATION TEMPLATE
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Fresno County Board of Supervisors

December 14, 2004

WHEREAS, the County of Fresno is committed to promoting healthy eating, good 

nutrition, and active lifestyles; and

WHEREAS, in November 2002, the California Health Interview Survey (CHIS) 

revealed that more than 2.24 million low-income adults in California cannot always afford to put food on the table and, as a result, almost one out of three of 

these adults (658,000) experience episodes of hunger; and

WHEREAS, the ranks of food-insecure Californians include not just the most 

impoverished but: working adults, the elderly with fixed incomes and many 

families; and

WHEREAS, food insecurity and poor nutrition pose substantial risks to health 

resulting in large costs to society through increased needs for medical care relating 

to obesity, diabetes, cardiovascular disease, etc., and impede education and work 

productivity; and

WHEREAS, nutrition education and access to quality food improve health, 

education, and employment outcomes; and

WHEREAS, the U.S. Census Bureau’s 2003 American Community Survey 

indicates that Fresno County has the seventh-highest poverty rate of all counties 

in the United States of America; and

WHEREAS, the Federal Food Stamp Program was first established as the Food 

Stamp Plan in 1939 to help needy families and a lagging economy during the depression era and was revised in 1961 with additional changes made in 1977; and

WHEREAS, the Food Stamp Program is the first line of defense against food insecurity and malnutrition; and

WHEREAS, fifty-one percent of all Food Stamp Program recipients are children 

and nine percent of recipients are age 60 or older; and

WHEREAS, the Food Stamp Program supports local farmers and Federal benefit 

dollars could potentially contribute an additional $88 million to Fresno County’s 

economy, with an economic multiplier effect of 1.84, resulting in an economic gain 

of $161.9 million annually; and

SAMPLE PROCLAMATION:

FRESNO COUNTY BOARD OF SUPERVISORS (PAGE 1)
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WHEREAS, Fresno County’s Department of Employment and Temporary 

Assistance has successfully improved business practices that resulted in a significant 

increase in the Food Stamp Program Accuracy rate from 85% in Federal Fiscal Year 

2000 to 96% in 2003; and

WHEREAS, California’s food stamp participation rate is the lowest in the Nation, 

but Fresno County is actively addressing access to food stamps in the County and 

has increased outreach activities that resulted in an 80% increase in the nonassistance Food Stamp Program participation from Fiscal Year 1999-00 to 2003-04; and

WHEREAS, Community Food Bank is undertaking a partnership with Fresno 

County, the Congressional Hunger Center, Fresno Metro Ministry, Foodlink for Tulare County, the USDA Food and Nutrition Service Western Region Office and other 

County businesses and organizations to continue to increase County residents’ access to the Food Stamp Program through widespread outreach efforts and cooperation with Community Based Organizations.

Now, THEREFORE, as the Food Stamp Program contributes to the current and 

future health and well-being of the people of Fresno County, Be It Resolved, that we 

the members of the Board of Supervisors do hereby proclaim the year leading to the 

2005 holiday season as Food and Nutrition Access Year in Fresno County. We call 

upon the communities of Fresno County to work with State and Federal agencies to 

improve access to the Food Stamp Program to strengthen this region’s people and 

economy and to improve the health of our county.

ADOPTED by the Fresno County Board of Supervisors this 14th day of 

December 2004.

_______________________________ _______________________________

Susan B. Anderson, Chairman Phil Larson

_______________________________ _______________________________

Judith Case Henry Perea

_______________________________

Bob Waterston

SAMPLE PROCLAMATION:

FRESNO COUNTY BOARD OF SUPERVISORS (PAGE 2)
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What is the editorial section?

The editorial section is the section of the paper in which the editors of the paper and others express their 

opinions on important issues facing the community. This section of the newspaper is typically well read 

by key community leaders and decision makers who can help ensure the success of your efforts. Below are 

several tips for getting your messages and information on these pages. Keep in mind that the more you can 

tie your outreach efforts in to local happenings, the greater the likelihood of getting published. 

What is a letter to the editor?

Letters to the editor are written by readers in response to an article that appeared 

within the past few days and submitted for publication in the newspaper. Keep 

on top of local news coverage around hunger, poverty, or families in need. This 

type of news coverage provides an opportunity for you to respond with helpful 

information.

What if no one contacts me about my letter to the editor?

If you have sent your letter to the editor and have not heard anything within a 

week, make a follow up call to check on its status. Be aware that editors receive 

hundreds of letters and may not immediately respond. A letter to the editor on a 

specific topic has a better chance of being published if more than one person or 

group responds. This is a good time to rally your partners and ask them to write 

to the paper as well; each letter, however, should be individually drafted. Form 

letters are usually ignored.

What is an opinion-editorial (op-ed)?

An op-ed is an article written by someone expressing their opinion about an 

important issue. Op-eds are submitted by community members. Editors decide 

which to print in the paper. Op-eds are an excellent forum to let people know 

about the benefits of SNAP because they allow you to share your point of view 

with much greater detail and persuasion than a short letter will permit. 

What if no one contacts me about my op-ed?

Due to limited space, not every op-ed that is submitted can be printed. Most oped editors will respond to your submission within a week or two. If you have not 

heard back in that time frame, or if your piece is particularly time-sensitive, it is 

perfectly acceptable to call and ask about its status.

THE COMMUNITY VOICE: THE EDITORIAL SECTION

• Check out the newspaper’s guidelines for 

publishing letters to the 

editor, usually printed on 

the editorial page itself. 

• Begin by referring to the 

article to which you’re 

responding, including 

its title and the date it 

appeared in print. 

• Resist the urge to say 

everything you know. 

Keep your letter concise 

and make one clear 

point. Refer to the 

talking points at the 

end of this section for 

useful language.

TIPS TO WRITE A 

LETTER TO THE EDITOR
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TIPS TO GET AN OP-ED PUBLISHED ON THE VALUE OF SNAP

• Learn the rules. Research the newspapers’ specific rules about submissions, such as word count, before 

you start writing. This information may be posted on the outlet’s Web site. 

• Make contact. Call the editorial page editors of the newspapers and talk to them about your column idea. 

They may have ideas about the direction you are taking that will increase the likelihood of being published.

• Use a hook. Include a “hook” or catchy aspect in your piece. Has there recently been a news story about 

hunger that would make an op-ed on SNAP timely? Perhaps there is new data on local poverty rates, or a 

special event coming up that will provide a hook. 

• Use examples. Capture the reader’s interest with illustrations, anecdotes, and personal stories. These 

persuasive tools help explain complicated issues and bring the human element to your op-ed. 

• Stick to facts and solid arguments. Avoid alienating readers with inflammatory or accusatory remarks.

• Make a specific recommendation. State your opinion on the issue. 

• Make a unique point. Offer a new point of view even if the newspaper itself editorialized recently about 

hunger or poverty. 

• End with a bang. Summarize your argument and leave readers with information, advice, or an idea they 

or the community can act on, such as a challenge to increase enrollment of their neighbors and family 

members who are eligible.

What is an editorial board meeting?

Most newspapers have editorial boards who determine the position that the newspaper will take in its 

printed editorials. These representatives from the newspaper meet regularly to consider those positions. 

Meeting with this board as a group or with individual board members allows you to influence editorial 

coverage of hunger and SNAP issues. As a result of an editorial board meeting, a reporter may be assigned 

to cover the issue, or an editorial may appear in the paper. 

Also consider joining an advisory board, county board, or nutrition board, if one exists in your community. 

Look to this group of individuals to present hunger and other related topics to the editorial board. There 

is a chance there will be no immediate outcome, but the meeting will introduce you and your partners 

to influential individuals at the paper, and position you as a knowledgeable source about SNAP. These are 

important relationships to cultivate, so follow up with new information from time to time. 
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POINTERS TO SET UP AN EDITORIAL BOARD MEETING WITH A NEWSPAPER

• Plan your timing. You’ll grab a few minutes of a board member’s precious time 

in the same way that you’ll get the attention of a beat reporter: a strong peg to 

a current news story.

• Make an appointment. Call the newspaper and ask who organizes editorial board meetings. In most instances, an assistant will either connect you 

directly to a board member or ask you to send a letter or e-mail outlining your 

request. Most papers reserve regular hours for the board to meet, generally 

between 10 a.m. and 2 p.m. The meetings are usually held in a small conference room at the newspaper’s offices.

• Assemble a team. Rally your partners. Assemble a diverse group to meet with 

the editorial board, with each person having different perspectives and experiences related to food stamps and hunger. Participants might include the head 

of a local food bank, a local grocer, and an elected official. Let the newspaper 

know ahead of time whom you are bringing.

• Rehearse your presentation. Designate one person to act as the spokesperson and introduce the issue (e.g., “Many people go hungry unnecessarily 

and aren’t receiving the SNAP benefits they need. When people use SNAP 

benefits, everyone in the community benefits.”). Limit your remarks to 15 or 

20 minutes. 

• Leave written information behind. After the presentation, the members of 

the editorial board generally ask questions (see the Q&A at the end of this 

section for helpful hints). Be sure to leave written information about your 

organization, hunger, how SNAP benefits can help and their positive impact 

on your community, etc.
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SAMPLE OP-ED: URBAN JUSTICE
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Newspapers, radio and TV stations, and local access/community cable TV channels often have time or 

space set aside for a calendar listing of public events happening in and around a city or State. This publicity is free and easy to obtain. 

Most media outlets that have a calendar section assign a specific staff member — usually a calendar editor — to receive submissions and compile the listings. 

Respect the media outlet’s deadlines. A general rule of 

thumb is to submit listing information a few weeks in 

advance; however, it is best to contact the specific 

outlet to determine timing and preferences (fax, e-mail, 

U.S. mail) for receiving calendar information. This is 

also a perfect opportunity to inquire whether or not the 

outlet accepts corresponding images and, if so, what 

the preferred format is (hard copy, JPEG, TIF) and the 

resolution or image size needed. 

If you are submitting a calendar listing by U.S. mail, it 

is recommended that you send a cover letter and listing 

two to three weeks before the event date. Remember to 

put your letter on your organization’s letterhead; if you 

are submitting an image along with your letter, be sure to 

include a sample caption.

PURPOSE OF COMMUNITY CALENDAR LISTINGS

• Who

• What

• Where

• When

• Contact name 

and phone number 

• Cost, if any

A CALENDAR LISTING 

SHOULD CONTAIN:
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[DATE]

Dear Community Calendar Editor,

Too many low-income individuals and families in [NAME OF STATE/CITY/

TOWN] are not getting the food they need. In fact, [X NUMBER] low-income 

people in our community are at risk for hunger and poor nutrition, and many of these 

are children. Studies indicate that, nationally, about 50 percent of those eligible for 

SNAP benefits are not getting the benefits they need. Here in [NAME OF STATE/

CITY/TOWN], [INSERT STATE/LOCAL STATISTIC, IF POSSIBLE]. 

The Supplemental Nutrition Assistance Program (SNAP) is the cornerstone of the 

Federal nutrition assistance safety net. Today, the program provides more than 8.2 

million households and 21 million low-income Americans with nutrition assistance. 

To increase enrollment at the [STATE/LOCAL] level, [NAME OF ORGANIZATION] has embarked on a major outreach effort to help low-income individuals and 

families learn about their eligibility for SNAP benefits and how to apply. On [DATE 

AND TIME], [NAME OF ORGANIZATION] will be [EVENT INFORMATION 

DETAILS] at [LOCATION]. 

Please include the following notice in your community calendar listing. If you have 

any questions about our program, please contact me at [PHONE NUMBER].

Thank you.

[CONTACT NAME]

[NAME OF ORGANIZATION]

COMMUNITY CALENDAR LISTING TEMPLATE
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SNAP Prescreening at Farmer’s Market

Millions of low-income people are eligible to receive SNAP benefits, but only about 

half are enrolled in the Supplemental Nutrition Assistance Program. Community 

Partnership will be conducting SNAP eligibility prescreening at the Farmer’s Market on Wednesday, September 23, from 10 a.m. to 1 p.m., to help interested persons 

determine whether they qualify for SNAP. Stop by to learn more about the program. 

A few minutes of your time can help put healthy and nutritious food on your table. 

For more information, please call (XXX) XXX-XXXX.

SAMPLE COMMUNITY CALENDAR LISTING: 

FARMER’S MARKET GENERIC

Food assistance for seniors

Are you struggling to put food on the table? Elderly and disabled people are able 

to apply for SNAP benefits by mail. And recent changes have increased the benefit 

level for many Social Security recipients.

Call Project Bread’s FoodSource Hotline at 800-645-8333, Monday through Friday, 

8 a.m. to 5 p.m., to see if you are eligible for SNAP benefits or find out about other 

food resources in the community. Bilginual staff are available. Or visit www.gettingfoodstamps.org.

SAMPLE COMMUNITY CALENDAR LISTING:

PROJECT BREAD
 Berry 

Good Idea

ANOTHER

FOR OUTREACH

7
G | 1

PSA

What is a public service announcement?

Public Service Announcements, or PSAs, are public service messages that 

broadcasters air free of charge as part of their community service programs. 

Media outlets are required to donate airtime for PSAs. 

Does SNAP have PSAs that my organization can use?

The Supplemental Nutrition Assistance Program has a number of radio PSAs 

available for you to provide to local media outlets. All of the PSAs use messages that relate to target audiences. Like the national paid advertising, these 

messages also encourage people who are eligible for SNAP benefits to apply. 

Where can I find PSAs?

Included in this toolkit is a disc of PSAs that you can share with 

local radio stations. You can also listen to them, and stations can download 

them, at www.fns.usda.gov/cga/Radio/radio.htm. Feel free to customize these 

PSAs with your own toll-free number and local message. At the end of this 

section, you will also find scripts of these same PSAs that you can produce 

and adapt locally. 

Can FNS’ paid radio ads used be used as PSAs?

No. The FNS ads were negotiated exclusively for commercial use, not for 

PSA distribution. 

What are my chances of placing PSAs?

Because radio stations can accommodate only a limited number of these 

“free” advertising spots, and because there are many groups that want to 

increase awareness of their causes, pitching and placing PSAs 

can be challenging work. However, because SNAP offers such a 

tangible benefit to the community, the chances are good that the PSAs will 

be used. Ask the reporter for a contact at the station who is responsible for 

PSA placement.

How do I pitch a PSA?

As with a news story, the best way to pitch PSAs is to call or send a letter to 

the PSA director at the radio station, present the local problem or situation, 

and show how you are providing a solution. EXAMPLE: “There are 100,000 

hungry men, women, and children in Anytown. Many of these people may be 

eligible for SNAP benefits, but don’t know it. SNAP benefits can help them 

put good, healthy food on the table. At the same time, the local economy benefits from SNAP purchases.”

RADIO PUBLIC SERVICE ANNOUNCEMENTS (PSAS)

WHEN IS THE BEST 

TIME TO PITCH PSAs?

PSAs can be used at any 

time of year, but your pitch to 

radio stations will be more 

effective if you can find a 

“hook”to encourage them 

to run the announcements. 

This could include:

END OF SCHOOL

In communities that don’t 

participate in the Summer 

Food Service Program, many 

children who receive at least 

one full, healthy meal a day 

during the school year lose 

that safety net in summer, 

when school is out.

HOLIDAY SEASON

People are acutely aware of 

hunger and nutrition issues 

around the holidays.

DURING NATIONAL OR LOCAL 

“AWARENESS” WEEKS OR 

MONTHS

Some awareness weeks may 

make audiences more 

receptive to SNAP information — for example, National 

Hunger and Homelessness 

Awareness Week (which is 

the week before Thanksgiving) and National 

Nutrition Month (March).

WHEN PAID ADVERTISEMENTS 

ARE RUNNING

Paid advertisements from 

the national media campaign 

may be running in your area 

(you can find out by visiting 

www.fns.usda.gov/snap/

outreach). If paid advertisements are airing locally, 

use that information to leverage your PSA request.
G | 2

PSA

10 STEPS IN PLACING PUBLIC SERVICE ANNOUNCEMENTS

STEP 1 | Compile 

Media List

Compile a media list of stations that are likely to have 

audiences who may be eligible for SNAP benefits 

and that are also likely to run PSAs. Gather contact 

information and add it to your list. Many stations 

have PSA directors who are responsible for determining which PSAs the station will air and when. (See the 

Media Outreach section of this toolkit for more 

information about media lists.)

STEP 2 | Background 

Information

Before pitching your PSAs to a local radio station, learn 

more about the radio station, its programming (country, news, etc.), and its audience. Check out the station’s Web site. The more informed you sound about the 

importance of SNAP messages to the station’s 

audience, the more effective you will be. (See the 

Media Outreach section of this toolkit for more information about researching news outlets.)

STEP 3 | Make 

Introductory Calls

Make introductory pitch calls before sending your PSAs 

to the radio stations. Use these initial calls to doublecheck your contact information and build a rapport with 

public service and community affairs professionals. Ask 

for information about PSA submission requirements, 

such as format or length.

STEP 4 | Make the 

Pitch

A sample pitch script is provided in this toolkit. 

The script provides an outline of the key points 

you need to cover during a phone conversation or 

voicemail message with the community or public 

affairs contact. Use the script as a reference to make 

sure you cover all of the important points. Practice 

your pitch aloud at least once before calling. Do not 

read directly from the script as you talk. Downloadable radio PSAs are available on the FNS Web site 

(www.fns.usda.gov/cga/Radio/radio.htm).

STEP 5 | Deliver PSAs 

to Stations

Consider personally delivering your PSAs and a cover 

letter to the stations on your list. If you have not yet established a relationship, mail your materials. Follow up 

about a week later.

STEP 6 | Make 

Follow up Calls

If needed, continue placing follow up calls for several 

weeks to find out if your announcement will run

STEP 7 | Provide Additional 

Information

Once you begin pitching your PSAs, some radio stations 

may request more information about SNAP benefits or 

your work to reduce hunger. The Media Outreach section of this toolkit contains media and messaging materials to help prepare your spokesperson.

STEP 8 | Measure 

Success

Ask your contacts at the radio stations if they can provide you with specific information on when and how 

many times your PSA was aired. Track the success of 

your effort by identifying any increase in the number of 

calls to your toll-free number during the period when 

the PSAs ran. 

STEP 9 | Present 

Findings

Compile your evaluation findings into a memo or presentation to share with your organization. 

STEP 10 | Take It to the 

Next Level

Based on the success of your PSA campaign, you may 

want to consider a formal partnership with the station, 

perhaps along with a commercial underwriter such as a 

grocery store. For more information about partnerships, 

see the Partnership section of this toolkit.

The steps in placing PSAs are similar to pitching regular stories to your local media.
G | 3

PSA

PUBLIC SERVICE ANNOUNCEMENT PITCH SCRIPT TEMPLATE

(Note: This sample script targets stations with elderly audiences.)

“Hello, my name is XX and I am calling from [YOUR ORGANIZATION]. Is this 

a good time? (If not, ask when you can call them back.) You may not be aware that 

XX elderly people in [NAME OF STATE/CITY] are having trouble putting food on 

the table, and are not taking advantage of help that they qualify for. 

“[YOUR ORGANIZATION] is hoping you will help us address this situation by 

broadcasting PSAs about the Supplemental Nutrition Assistance Program (SNAP). 

By spreading the message about SNAP benefits, older members of our community 

will learn more about the program and how to enroll. 

“Is this something you think you or your station would be interested in using? I’d be 

happy to send you some sample PSAs. Please feel free to contact me at XX if you 

have any questions about SNAP or the PSAs. Again, my name is XX and my 

number is XX.”
G | 4

PSA

To: Public Affairs Director

From: [NAME & ORGANIZATION]

RE: [CITY/STATE] SNAP Outreach Effort (You can add additional information like 

“To Help Elderly Access Benefits”)

DATE: [DATE]

Only about half of those eligible to receive SNAP benefits are currently enrolled. In [STATE/

CITY/TOWN], low-income seniors are feeling the pinch due to bills and other expenses, and 

are not getting the proper nutrition. By defraying the cost of groceries, SNAP allows recipients to use their limited incomes on other important basic needs like housing, medical costs, 

transportation, and utilities.

[YOUR ORGANIZATION] is kicking off a “Benefit Bus” tour on [DATE] to help seniors in 

[STATE/CITY/TOWN] access SNAP benefits without the challenge of finding transportation 

to a local SNAP office. This bus tour will span X days and X locations from [TIME]. SNAP 

outreach coordinators will be on hand to prescreen seniors and provide a checklist of necessary paperwork.

Below are scripts for PSAs notifying your listeners about upcoming enrollment activities. 

We would appreciate it if your station would read these announcements as often as possible 

before the event kicks off on [DATE] and throughout the [TIME FRAME OF EVENT]. 

Thank you in advance for helping connect seniors in [STATE/CITY/TOWN] to the nutrition 

assistance they need.

RADIO (15 seconds)

SNAP helps you buy the groceries you need. You may qualify and not know it. [YOUR 

ORGANIZATION]’s “Benefit Bus” tour will stop at assisted living locations in [NAME OF 

CITY/TOWN] from [DATE] to [DATE]. Find out more by calling XXX-XXX-XXXX.

RADIO (30 seconds)

With bills and doctor visits, expenses can add up quickly. Sometimes, that makes it hard to 

put good food on the table. SNAP helps you buy the groceries you need. You may qualify 

and not know it. Eligibility for SNAP benefits is based on income and other expenses. For 

most seniors, the benefit is enough to make a real difference.

[YOUR ORGANIZATION]’s “Benefit Bus” tour will stop at assisted living locations in 

[NAME OF CITY/TOWN] from [DATE] to [DATE]. Find out more by calling XXX-XXXXXXX.

RADIO PUBLIC SERVICE ANNOUNCEMENT TEMPLATE 

COVER LETTER FOR A LOCAL EVENT
G | 5

PSA

To: Public Affairs Director

From: [NAME & ORGANIZATION]

RE: SNAP Outreach Effort 

DATE: [DATE]

Have you ever had to choose between paying the heating bill or having enough 

food for dinner? Have you been faced with the impossible choice of buying 

medicine for your sick child or food for the family table? Every day, thousands 

of people in [NAME OF STATE/TOWN/CITY] grapple with issues like these. 

But they don’t have to.

The Supplemental Nutrition Assistance Program (SNAP) helps low-income people 

purchase nutritious, healthy food. However, only half of those eligible to receive 

SNAP benefits are currently enrolled. 

At [YOUR ORGANIZATION], we are working hard to raise awareness about SNAP 

benefits in our community. Many people have a difficult time making ends meet. By 

helping out with the grocery bill, SNAP benefits allow recipients to use their limited 

income on other important basic needs like housing, medical costs, transportation, 

and utilities. We are interested in working with your station to inform listeners about 

SNAP and how to enroll.

In addition to PSA scripts and readers, taped PSAs are available. We can send you 

these fully produced spots via e-mail or on a CD. We would appreciate it if your 

station could roll these announcements into your programming and air them as often 

as possible. (Mention how you will follow up with the station and how 

they can contact you.)

Thank you in advance for helping our community “eat right when money’s tight.”

RADIO PUBLIC SERVICE ANNOUNCEMENT TEMPLATE 

COVER LETTER USING USDA-PRODUCED PSAs
G | 6

PSA

SAMPLE PUBLIC SERVICE ANNOUNCEMENT

COMMUNITY ACTION PROGRAM OF MADISON COUNTY INC.
G | 7

PSA

What are “readers”?

“Readers” are brief announcements promoting SNAP. Readers are given to radio stations so that their 

on-air talent can read them live whenever time permits.

SAMPLE READERS

:10 SECONDS

SAMPLE 1

The Supplemental Nutrition Assistance Program helps low-income people eat right when 

money’s tight. Call 1-800-221-5689 today. (6.5)

A message from the U.S. Department of Agriculture. (3.5)

SAMPLE 2

The Supplemental Nutrition Assistance Program can help you or someone you know to eat 

right when money’s tight. Call 1-800-221-5689 today. (6.5)

A message from the U.S. Department of Agriculture. (3.5)

:15 SECONDS

SAMPLE 1

The Supplemental Nutrition Assistance Program can help stretch your budget at the grocery 

store. It’ll help you eat right when money’s tight. Call 1-800-221-5689 today. (11.5)

A message from the U.S. Department of Agriculture. (3.5)

SAMPLE 2

Keeping up with the fast pace of life takes eating right, especially when money’s tight. 

If you have low income, consider the Supplemental Nutrition Assistance Program. Call 1-800-

221-5689 today. (11.5) A message from the U.S. Department of Agriculture. (3.5)

SAMPLE 3

Attention low-income seniors — the Supplemental Nutrition Assistance Program can help 

you eat right when money’s tight. Call 1-800-221-5689 for more information. (11.5)

A message from the U.S. Department of Agriculture. (3.5)

Format for readers should include time for message and tagline.

PUBLIC SERVICE ANNOUNCEMENT READERS
reap the 

 benefits

PLANT THE SEEDS

8
H | 1

Promising

Practices

Promising Practices

What is a promising practice?

“Promising practices” are everywhere. New ideas or refinements of existing 

ideas are continuously being implemented by State and local programs to 

educate and help individuals access their programs. Promising practices may 

involve big or little changes to existing projects to improve service delivery. 

They may or may not have evidence of positive results from evaluations; 

in fact, they might just have a general intuitive appeal rather than a proven 

effect. Promising practices sometimes prompt completely different ideas. 

Sometimes, promising practices are those “A-ha!” moments — something 

that makes sense but you did not think significant right away. Unfortunately, 

practical knowledge in one community that could lead to significant improvements in another often goes unshared. 

Who is compiling our promising practices?

The Supplemental Nutrition Assistance Program (SNAP) is compiling promising practices to assist States, local agencies, community and faith-based 

organizations, and others to share their best ideas. 

Why is SNAP sharing the practices?

SNAP’s collection of promising practices is an effort to find and share outreach or customer service models that can help increase participation in 

SNAP. Through this collection of promising practices, timely information on 

program and policy innovations is disseminated so that all stakeholders may 

benefit from the experiences of their peers across the country. The sharing of 

ideas can stimulate program changes, spark creative exchanges, and serve as a 

launching pad for the next generation of program innovations. It can inspire a 

dynamic examination of ways to improve service delivery systems for people 

eligible for, applying for, and participating in SNAP.

Whom can I contact for more information?

The project’s name and a contact person are listed by each promising practice. 

SNAP has developed an informal process of collecting promising practices. 

We encourage you to get in touch with the listed contact people for more details. The Web site is updated continually so check back often.

Go to: www.fns.usda.gov/

snap/outreach and click 

on “Promising Practices.”

? ARE YOU LOOKING FOR A NEW IDEA?

On the Web site, you 

will find information 

that you can use in your 

own project. You can 

learn about promising 

practices from around 

the country as well as 

from other programs. 

? WHO CAN USE THE WEB SITE?

The Web site is for State 

and local SNAP agencies 

as well as Federal/State 

program staff, volunteers, 

community members, 

policymakers, funders, 

researchers, or anyone 

else who wants 

to develop a project or 

improve the quality of 

their existing programs. 

PROMISING 

PRACTICES 

ARE ONLINE
H | 2

Promising

Practices

How can I share my promising practice?

Submit your practice to us through the FNS Web site. Tell us about something new you did or how you put 

an innovative twist on an existing idea. Go ahead and brag about the response you received — from your 

co-workers, managers, or your customers. This is an opportunity to shine while you give others ideas to 

improve or develop their projects. Worried that your idea may not be new? Not to worry; something that 

is “old hat” to some may be a complete revelation to others. 

SOME EXAMPLES OF PROMISING PRACTICES

MEDIA OUTREACH

Vermont – Partnering with Vermont Campaign to End Childhood Hunger and Vermont Grocer’s Association, the 

State SNAP agency held a press conference at a supermarket to announce changes in SNAP that make it 

easier to apply.

DEVELOPING PARTNERSHIPS

California – In partnership with the local food bank, Alameda County Social Services facilitated periodic SNAP 

outreach trainings for organizations interested in helping their own clients apply for SNAP benefits. Participants 

received a training manual complete with tools and resources to help them get started in their own SNAP 

outreach efforts.

California – Alameda County Food Bank provided on-site “Food Stamp Enrollment Clinics” for clients of other 

community-based organizations. Bilingual staff from the food bank prescreened clients for potential eligibility and 

assisted them in completing the application.

Connecticut – The State agency sent mailings to soup kitchens, food pantries, and shelters to ask them to make 

SNAP applications and information available to their customers.

New York – The Korean Grocers Association in New York City published SNAP information in Korean.

Pennsylvania – Pathmark grocery stores in underserved areas of Philadelphia hosted eligibility prescreening 

events.

Virginia – Americorps volunteers in rural counties of the State went door to door to provide information on SNAP. 

They talked to people about SNAP benefits while grocery shopping, hosted outreach gatherings, prescreened for 

potential eligibility, and helped complete application forms. 

USING PSAS

California – The Food Bank of Santa Cruz and San Benito Counties aired television ads to market the nutrition and 

health benefits of SNAP.

California – The Food Bank of Santa Cruz and San Benito Counties developed a 5-minute video in English and Spanish that answers 12 commonly asked questions about SNAP benefits. The video was distributed to health and social 

service agencies on California’s central coast.
DISASTER OUTREACH:

THE HEAT IS ON

– REACHING OUT AFTER A DISASTER 

9
I | 1

Disaster outreach

What are disaster SNAP benefits and how does the 

program work? 

After a natural or man-made disaster occurs and a 

Presidential declaration of disaster with a provision 

for individual assistance has been made, State agencies can request approval from the Food and Nutrition 

Service (FNS) to activate disaster SNAP benefits and 

provide temporary food assistance to households. FNS 

approves operation of disaster SNAP benefits once grocery stores are operational and telecommunications and 

electricity have been restored. Disaster SNAP benefits 

are delivered on Electronic Benefits Transfer (EBT) 

cards, similar to regular SNAP benefits, and require 

telephones and electricity for redemption. Generally, 

States request and FNS approves operation of disaster 

SNAP benefits a week or more after a disaster has occurred. 

Disaster SNAP benefits help people buy food when 

they are experiencing economic hardships as a result 

of the disaster (loss of jobs, loss of food because of 

power outages, damages to home and personal possessions, etc.). Although every State agency maintains a 

general disaster SNAP plan for use in time of disaster, 

State agencies do tailor disaster benefit policies and 

procedures to fit the community’s specific needs following each disaster, so every disaster SNAP program 

is unique.

How do disaster SNAP benefits differ from SNAP? 

Disaster SNAP benefits are different from SNAP in 

some important ways: 

• Families who are not normally eligible for SNAP 

may be eligible for disaster SNAP benefits. During the 

eligibility process, a household’s short-term, disasterrelated expenses are considered. 

• Students, strikers, noncitizens and people subject 

to work requirements are not barred from disaster 

SNAP benefits as they are from SNAP. 

• Rules surrounding verification, income and resources are relaxed.

• Recipients receive the maximum SNAP benefit for 

their household size. 

• The period to apply for disaster SNAP benefits is 

short, generally one week. 

• State agencies may operate mass application sites 

at fairgrounds, stadiums or other easily accessible 

locations that can serve large populations. For very 

small disasters, State agencies may provide disaster 

SNAP benefits out of social services offices. All applications for disaster SNAP benefits are distributed 

to prospective clients and collected at these sites.

How are ongoing SNAP participants aided in the 

disaster SNAP benefits program? 

Aid to SNAP participants will depend upon the disaster. Your State agency may decide to issue replacement benefits for lost or damaged food. Additionally, 

a supplement or additional benefits may be provided to 

ensure participants receive the maximum level of benefits for their household size. Sometimes these benefits 

are paid automatically – in other cases, participants 

need to complete an affidavit attesting to disaster losses 

to qualify.

Why should my agency conduct outreach during 

disasters? 

Since each disaster SNAP plan and operation is unique 

and many participants are first-time applicants, your 

agency must be prepared to clearly communicate what 

benefits are available, who is eligible, how to apply, 

and how to use SNAP benefits. Because disaster SNAP 

benefits generally operate for a one-week period, providing timely and detailed information is essential. 

In addition, SNAP participants may need to know how 

to verify food loss for replacement benefits, how to 

obtain supplemental benefits, or whether or not benefits 

will be automatically replaced.

SNAP OUTREACH 

DURING DISASTERS
I | 2

Disaster outreach

Because the days following a disaster are often chaotic, 

news about disaster SNAP benefits might be overshadowed by other disaster-related issues, or misinformation might be circulated. Ongoing outreach is essential 

to correcting misperceptions and providing factual 

information to disaster victims about the nutrition benefits to which they may be entitled.

Why should my agency partner with community and 

faith-based organizations during disasters? 

Some disaster victims will turn to trusted organizations 

in the community for information and help. Affected 

people may already be interacting with these organizations for other needs, such as clothing, shelter, or medical care. These organizations are in a position to help 

your agency provide accurate information about disaster 

SNAP benefits to potentially eligible individuals. 

Additionally, community and faith-based organizations might have personnel in parts of the affected areas 

where your staff are not present. They may also have 

other resources that are useful during disasters, such 

as media contacts, Web sites, toll-free numbers and 

translators.

How can my agency involve these community organizations in our disaster preparedness discussions? 

Convene a “get-ready” meeting before a disaster occurs. Invite grocers, community organizations, and 

faith-based groups. At this meeting, consider conducting a needs assessment. A needs assessment will 

identify existing outreach services and resources in 

your community. It will also provide your agency with 

a better understanding of the number and nature of 

diverse groups in your community. In addition, it will 

help you identify geographic areas most prone to disasters, or communities, locations, and neighbor¬hoods 

that may need unique assistance in the aftermath of 

a disaster, such as language assistance. Information 

identified in the needs assessment will not only help 

you effectively prepare to coordinate outreach efforts 

during a disaster, but will also reinforce cooperation for 

ongoing outreach.

Can my State agency include a disaster SNAP contingency plan in its State outreach plan? 

Yes. A State outreach plan may include contingency 

plans for SNAP outreach during a disaster. Preparation is critical to adequate disaster response. It enables a State to quickly implement activities that have 

been carefully planned.

When disaster SNAP benefits are operationalized, 

what outreach activities can be reimbursed by FNS?

To be eligible for reimbursement, partners must secure 

approval from the State agency in advance of implementing any disaster SNAP outreach activities. Allowable outreach activities during a disaster may include: 

• Distributing information about disaster SNAP 

benefits to disaster victims; 

• Funding a toll-free number; 

• Distributing information to media outlets; 

• Translating disaster SNAP outreach materials 

into other languages; 

• Prescreening activities that do not involve accessing the State eligibility system or existing 

client case files; 

• Distributing and helping prospective participants 

fill out disaster SNAP benefit application forms 

at disaster sites; and/or 

• Greeting prospective participants at disaster 

SNAP benefit application entrances and directing them to appropriate areas.

How can I learn more about disaster SNAP benefits? 

For complete information on conducting SNAP outreach during times of disaster, please see the Disaster 

SNAP Guidance on the FNS Web site: http://www.fns.

usda.gov/disasters/disaster.htm
I | 3

Disaster outreach

STEP 1 | DEVELOPA PLAN

Convene or participate in a “get-ready” meeting with community and 

faith-based partners. 

• Explain how disaster SNAP benefits can provide food assistance to those 

adversely affected by disasters, whether man-made or due to natural 

causes.

• Explain how disaster victims already enrolled in the regular SNAP may 

be assisted with replacement benefits.

• Discuss strengths and needs of each partner in terms of disaster response.

• Discuss what community partner staff can and cannot do during a disaster.

• Plan and document how you will work together to prepare for potential 

future disasters. Be very specific about the best ways to get the word out, 

how that can be done in an emergency, and who will do it. 

• Develop a contact list of participating members with multiple ways of 

reaching each party in the event of a disaster. Identify who will be responsible for periodically updating this information and on what schedule. 

• Discuss what resources

STEP 2 | DEVELOP OR UPDATE A NEEDS ASSESSMENT

• If your community has not conducted a needs assessment, take steps to 

complete one. Consider if volunteers or staff will complete the needs assessment.

• If your community has previously conducted a needs assessment, reevaluate the findings and update corresponding next steps.

• Identify existing outreach services and resources in your community.

• Identify partners with special expertise, such as ethnic media contacts or 

translators.

• Identify vulnerable populations in your community, such as those in certain geographic areas or those with particular language needs, who may 

be most affected by potential disasters or who will need extra support accessing help following the disaster.

10 STEPS TO PLAN 

FOR DISASTER SNAP 

OUTREACH

1| Develop

 a plan

2| Develop or update 

a needs assessment

3| Add language to 

State Outreach plan

4| Describe outreach 

activities in the State

 Disaster SNAP plan

5| Plan for 

media activities

6| Maintain good 

relationships with 

 partners

7| Implement activities 

in your outreach 

plan

8| Develop new

partnerships

9| Connect those receiving

 disaster SNAP benefits 

with SNAP

10| Thank staff and 

partners and share

lessons learned

BEFORE A DISASTER STRIKES
I | 4

Disaster outreach

STEP 3 | ADD LANGUAGE TO THE STATE OUTREACH PLAN

• Develop a State outreach plan and add a contingency plan for outreach activities to respond to a disaster.

• If you already have a State Outreach Plan, add a contingency section for SNAP outreach during disasters. 

• Include a list of allowable activities and identify which agency will handle each activity. Advanced planning improves your disaster response. Knowing you have the tools and resources in place will reduce 

stress and improve your ability to respond to a disaster, when or if it occurs. 

• Include drafts or template materials that your State might use as part of your media response. 

• Maintain a hard copy of the contingency plan in a secure offsite location. If there is a disaster, you might 

not have access to a computer or your office. 

STEP 4 | DESCRIBE OUTREACH ACTIVITIES IN THE STATE DISASTER SNAP PLAN

• Describe your disaster outreach activities in your State Disaster SNAP Plan. If your State does not 

have an outreach plan, provide sufficient details on outreach activities and contacts. If your State 

agency has an outreach plan, make references to that plan.

• Develop templates of outreach materials, such as flyers, posters, and a Web page, so that they can be 

finalized quickly when needed. Consider the alternatives for printing and distributing in an emergency 

situation.

• Maintain a hard copy of the plan in a secure offsite location. If there is a disaster, you might not have 

access to a computer or your office. 

• Identify a community liaison whose sole responsibility during a disaster is to coordinate and share 

information between the State agency and community partners. 

STEP 5 | PLAN FOR MEDIA ACTIVITIESDURING A DISASTER

• Develop and articulate State policy on who initiates or handles media inquiries in your State Disaster 

SNAP Plan and State Outreach Plan. 

• Identify State spokesperson(s) in the plans. There may be more than one contact.

• Develop a list of media outlets (television, radio, or print) for disaster SNAP outreach. These outlets 

can inform your audience of details about disaster SNAP benefits when it is implemented.

• Include phone numbers, fax numbers and addresses so that you have multiple ways to reach the media.
I | 5

Disaster outreach

STEP 6 | MAINTAIN GOOD RELATIONSHIPSWITH PARTNERS

• Keep in touch with your community and faith-based partners. Check with them periodically to 

con¬firm their roles and responsibilities and to update your contact lists. 

• If your State contracts outreach activities to organizations, contractual oversight will require more 

frequent contacts. 

• Consider holding a practice drill, role-playing game or table-top exercise to practice what you will do 

in the event of a real disaster.

WHEN A DISASTER STRIKES

STEP 7 | IMPLEMENT ACTIVITIES IN YOUR OUTREACH PLAN

• Make contact with outreach partners and implement your contingency plan. 

• Provide accurate and consistent messages to your partners via the community liaison, especially as 

you make changes to the application process, application sites, or other aspects of the program that 

affect applicant eligibility and access. 

• Remind State employees in disaster areas of media procedures. This is important because you may 

have employees from other States with different media policies

STEP 8 | DEVELOP NEW PARTNERSHIPS ORCONDUCT ADDITIONAL OUTREACH ACTIVITIES

• Initiate partnerships with new organizations to meet unanticipated needs. 

• Expand outreach activities, if needed. Don’t feel limited. You may conduct necessary activities even 

though they are not referenced in your State Outreach Plan.
I | 6

Disaster outreach

STEP 9 | CONNECT DISASTER SNAP VICTIMS TO THE REGULAR SNAP

• Disaster SNAP benefits recipients who wish to apply for the regular SNAP will need to follow the 

normal SNAP application process. Some households may have questions about SNAP requirements or 

may need assistance in filling out application forms or securing verification documents. Others may 

need other types of assistance such as clothing or household goods. Your partners can play an important role to help you provide the services your client might need during this stressful time.

• Let the media and other opinion leaders know how disaster SNAP benefits and regular SNAP responded to the needs of families and the broader community.

STEP 10 | THANK STAFF AND PARTNERS FOR THEIR EFFORTSAND SHARE LESSONS LEARNED

• Recognize employees and partners for a job well done. 

• Make changes to your outreach and disaster plans based on what worked and what didn’t work. 

• Visit the FNS Web site and prepare promising practices for disaster outreach: 

http://www.fns.usda.gov/snap/outreach/promising/Default.htm

WHEN THE DISASTER IS OVER
I | 7

Disaster outreach

1 | Inform the media. Use the media to 

spread messages about the availability 

of disaster SNAP benefits. Be sure the 

identified spokesperson has the timely 

and correct information and an updated 

media list. Be sure to follow your State’s 

procedures.

2 | Coordinate with other responders. 

Identify the liaison to other first (disaster) 

responders in the community. Be sure 

that they have the correct information 

about disaster SNAP benefits and can 

share it with disaster victims they serve.

3 | Engage grocery store partners. Provide 

information to grocers to post, distribute 

in grocery bags or announce in stores.

4 | Enlist faith- and community-based 

partners. Enlist the help of your partners 

to distribute information (who can apply, when, where) about disaster SNAP 

benefits or to perform other duties as 

described in your State Disaster or State 

Outreach Plan(s).

5 | Use community volunteers. Engage 

volunteers to perform activities such as 

answering the State/local toll-free number, distributing informational materials 

at grocery stores and monitoring SNAP 

lines to make sure potential applicants 

are in the correct line at disaster sites.

6 | Enlist community translators. Work with 

community translators to translate news 

releases for ethnic media and informational materials and to serve as interpreters 

during SNAP interviews.

7 | Provide a toll-free number. Set up cellular 

phones to use as disaster SNAP benefit 

informational numbers if land lines are not 

working.

8 | Use the remote telephone feature. Use the 

remote message feature of your telephone 

system, if available, to announce disaster 

SNAP benefit information. If this is not 

available, contact FNS to ask about using 

the national toll-free number remote messaging feature and/or contact your State 

SNAP EBT provider to ask if a message 

can be added to the customer service 

phone line.

9 | Post disaster SNAP information on your 

Web site. Provide basic information, such 

as who may qualify, where and when to 

apply, and types of verification documents, 

if needed.

10 | Develop new outreach partnerships. 

Develop new outreach partnerships to provide disaster SNAP benefit information to 

disaster victims, based on what is occurring 

in your community.

10 IDEAS FOR DISASTER SNAP OUTREACH
I | 8

Disaster outreach

WEB-BASED RESOURCES

FNS Disaster 

Assistance 

Home Page

http://www.fns.usda.gov/disasters/disaster.htm

SNAP Disaster 

Handbook http://www.fns.usda.gov/disasters/disaster.htm

Outreach State 

Plan Guidance http://www.fns.usda.gov/snap/outreach/default.htm

Partnership 

Section in State 

Toolkit

http://www.fns.usda.gov/SNAP/outreach/pdfs/toolkit/2010/State/SNAP_state_

Chapter02.pdf

FNS press 

releases http://www.fns.usda.gov/cga/PressReleases/PressReleases.htm

FRAC Disaster 

Handbook http://www.frac.org/pdf/dfsp05.pdf

Louisiana Press 

Releases

http://www.dss.state.la.us/index.cfm?md=newsroom&tmp=category&nid=20&

pnid=0&pid=0&catid=2
I | 9

Disaster outreach

FOR IMMEDIATE RELEASE

CONTACT:

[Date]

[Name of Appropriate Contact]

[Area Code and Phone Number]

[Cell Phone]

Disaster Victims Now Eligible for Supplemental Nutrition Assistance Program

[City, State] – Many victims of [disaster] Many victims of [disaster] are now eligible for disaster SNAP benefits. 

[Quote about significance of nutrition assistance following a disaster,] said [State official.]

The United States Department of Agriculture’s Food and Nutrition Service has approved disaster SNAP benefits 

to allow victims of [disaster] in [eligible geographic area] to receive nutrition assistance. Eligible households 

will receive an electronic benefits transfer (EBT) card to use to purchase food at retail locations. Eligibility 

criteria for disaster SNAP benefits are different than for the regular Supplemental Nutrition Assistance Program 

(SNAP). Residents who have experienced [describe unique disaster elements that may make residents eligible for 

the disaster SNAP benefits] may be eligible. Other eligibility factors include [list eligibility criteria.]

Applications for disaster SNAP benefits will be accepted until [date]. Residents of [eligible geographic locations] can apply for disaster SNAP benefits at the following locations and times: 

Location: [address]

Hours of Operation: [hours] 

Those seeking to apply for disaster benefits from SNAP are encouraged to bring verification of identity and residency, if possible, with them when they apply. If the applicant’s documents have been lost in the disaster, disaster 

SNAP staff can provide guidance on how applicants can prove their identity. [List other documents that should be 

available at application or other information about needed verifications.]

More information about disaster SNAP benefits is available on [Web site address and toll-free number].

###

SAMPLE PRESS RELEASES
I | 10

Disaster outreach

FOR IMMEDIATE RELEASE

CONTACT:

[Date]

[Name of Appropriate Contact]

[Area Code and Phone Number]

[Cell Phone]

Deadline To Apply for Supplemental Nutrition Assistance Program Benefits Is [add when]

[City, State] – Victims of [disaster] are reminded that they have until [deadline] to apply for disaster nutrition 

assistance from the Supplemental Nutrition Assistance Program (SNAP). SNAP’s disaster benefits enable those 

who have experienced loss, such as [list criteria], as a result of the [disaster] to receive SNAP benefits on an 

electronic benefits transfer (EBT) card to purchase food at retail stores.

[Quote about the importance of applying before time runs out.] said [State official]. [Quote about how many 

benefits have been issued to date.]

Residents of [geographic location] may be eligible for disaster nutrition assistance from the Food and Nutrition 

Service. Provisions of disaster SNAP benefits are different from the regular SNAP, so those affected by [disaster] in the designated locations are encouraged to apply to find out if they may be eligible for benefits under this 

program.

Applications will be accepted at the following locations until [deadline.]

Location: [address]

Hours of Operation: [hours]

Those seeking to apply for disaster SNAP benefits are encouraged to bring verification of identity and residency, 

if possible, with them when they apply. If the applicant’s documents have been lost in the disaster, disaster SNAP 

staff can provide guidance on how applicants can prove their identity. [List other documents that should be available at application or other information about needed verifications.]

More information about the disaster SNAP benefits is available on [Web site address and toll-free number.]

###
Fruitful 

 results

OPTIMIZE YOUR PRESS RELEASE FOR

10
J | 1

Optimized Press releases

What is an optimized press release? 

An optimized press release is similar to a traditional release. It contains news-worthy 

and buzz-worthy information that you want to convey to your audience. It includes a 

strong and catchy headline, a summary, and an introductory paragraph. Like a traditional press release, you can also include quotes and references. 

Unlike a traditional release, optimized releases can include hyperlinks, images, and 

videos, and are often edited to include “keywords” to help search engines find and 

index the releases.

The object of this toolkit is to teach you how to take your traditional press release and 

transform it into an optimized release and then distribute it online.

DEFINITION

Optimized Press Release =

Traditional Press Release + 

Keyword Research + Hyperlinks + 

Online Distribution

Why is it important to optimize releases and distribute them online? 

The Internet is growing. More and more, people are getting their news online. Almost 

40 percent of people get their news online on a regular basis, compared to 13 percent 

10 years ago. That means that if you want people to find your news, you should make 

sure it is online.

Optimizing your release will help to make sure that people who are looking online 

for your news can find it.

How do I start? 

In the following pages, we will discuss several basic steps you can take to optimize 

a press release. We also provide an example. Should you wish to explore these steps 

in more depth, we encourage you to read this information and then review the quick 

tutorial that follows, which will shed even more light for you on the subject of optimized press releases and what is entailed in order to perform each step.

TIPS

• Looking to get more 

information about any of 

these topics? Refer to the 

“Tutorial” section.

• If you need help with a 

specific word, check the 

Glossary for definitions.

Optimized Press Releases

FAST FACT: Almost 40 

percent of people get 

their news online on a 

regular basis.
J | 2

Optimized Press releases

STEP 1 USE KEYWORD RESEARCH

Think of keyword research as “the psychology of search.” When Internet users search 

for information using search engines, they are asking for specific information. Therefore, you want to use “key” language in your press release. 

For instance, if you are writing about conjunctivitis, but everyone is searching 

online for “pink eye,” they may never find your information—even if it is exactly 

what they want!

FNS has developed some keywords that pertain to the Supplemental Nutrition 

Assistance Program. They are available for you to use here.

You may want to build on this work by doing your own research. Performing keyword research lets you learn the words and phrases that online searchers use most 

often to look for your subject matter. Visit the “Tutorial” section to learn how to conduct your own keyword research and to obtain a list of online tools you can use. 

STEP 2 MODIFY THE TRADITIONAL RELEASE FOR THE ONLINE AUDIENCE

After you compile key research terms used by your Internet audience, you can identify the ideal wording to use in your release. You should insert this word or phrase 

into your release as much as possible.

While you want to insert your one keyword or key phrase as often as possible, there 

are a few areas that are more important than others when optimizing a release. These 

are the areas that the search engine sees as more important and uses to determine 

what your release is about. The key areas are:

• Headline

• Summary or subhead

• First paragraph (or first 250 words)

• Hyperlinks (covered in depth on page J10)

STEP 3 INSERT HYPERLINKS

Hyperlinks should be placed where you think your reader would want more information. Often, it makes sense to hyperlink the name of your organization to your Web 

site the first time your organization’s name appears in the release. Other than that, the 

placement is up to you. It is better to concentrate the bulk of your URLs towards the 

beginning of the release.

TIP

• You want to include your 

keyword or key phrase 

about 5 times for every 100 

words — but in real terms 

that is very hard to do. It 

is always more important 

to make sure your release 

reads well.
J | 3

Optimized Press releases

Internet users expect that you will include hyperlinks in your release, but you should 

also spell out the Web address of your main site, in case someone prints your release. 

One place you can include the full Web site address is at the end of your release or in 

your organization’s boiler plate.

For more information on hyperlinks and why they are important to include in online press 

releases, visit the “Tutorial” section.

STEP 4 SELECT AN ONLINE SERVICE TO DISTRIBUTE YOUR OPTIMIZED RELEASE

You will need to choose an online service to distribute your release. There are many 

online vendors that can distribute your release, with different features and different 

prices. Therefore, you should choose the service that fits your budget and also meets 

your distribution needs. Some services are much more expensive, but will distribute 

your release to traditional wire services and online channels, such as Yahoo! News. 

Other options are free, but do not distribute your release to anyone. Instead, these 

services rely on you to send the release URL to your media and other contacts.

Some Optimized Release Distribution Options

• PRWeb www.prweb.com

• MultiVu http://www.multivu.com/

• EON http://eon.businesswire.com/portal/site/eon/

• PitchEngine http://www.pitchengine.com/

• MarketWire http://www.marketwire.com/

For more information on how to choose which online service is right for your release and 

your organization, visit the “Tutorial” section.

STEP 5 MEASURE YOUR SUCCESS

Unlike traditional wire services, most online distribution services will not provide 

you with a pick-up or coverage report. However, many online distribution services 

will provide the number of people who read or download the release directly from 

their Web site.

For additional recommendations on how to evaluate the relative success of your release, 

please see the “Tutorial” section. 

TIPS

• Don’t use too many URLs 

in one sentence or short 

paragraph — it can make 

your text difficult to read 

and can be distracting.

• You should use no more 

than 1 hyperlink per 100 

words of your release. 

So, if your release is 525 

words long, you should 

include no more than 5 

hyperlinks.
J | 4

Optimized Press releases

In this section, you can see how an actual traditional release was optimized and then 

distributed online. In this example certain vendors and products were used, but for 

your release some tools may be more applicable and appropriate than others.

The Traditional Release

The above example of a traditional release might look familiar to you. When you 

begin to work towards distributing an online release, the first step is to review your 

traditional release and identify the key subject areas. You should also compile a list of 

what you think people who are looking for this type of information would type into 

an Internet search engine.

For the above example, some of the key concepts and ideas were: food stamps, 

SNAP, USDA, FNS, food, nutrition, Farm Bill, food assistance, EBT, etc.

Conducting Keyword Research 

Next, using an online keyword research tool (for this example Keyword Discovery 

is used), look up all the concepts you thought of in step one. Keep track of how the 

terms compare to each other. For instance, in the previous example, we found that 

“apply for food stamps” is used almost three times more often than “applying for 

food stamps.” 

Your goal is to come up with one phrase or word that is the central subject matter of 

your release, and which is the most searched-for way of describing that subject. So, if 

the release were all about applying for food stamps, your key phrase would be “apply 

for food stamps.”

OPTIMIZING A RELEASE: AN EXAMPLE
J | 5

Optimized Press releases

In what follows, you can see how often 

some terms are searched for compared to 

other terms. “Nutrition,” “USDA,” and 

“food stamps” are the top three. 

“Nutrition” is searched for the most of 

all the terms. However, people who type 

“nutrition” into a search engine could 

be searching for a variety of things. Try 

typing “nutrition” into Google – the top 

results are nutritional guides filed with 

calorie information and healthy eating 

tips. It will not hurt to include the word “nutrition” in the release, but it should not be 

the main keyword, especially because “USDA” and “food stamps” are really much 

more relevant to this particular release. 

Looking at the traditional release, you should find places in the key areas (headline, 

summary, and first paragraph) to insert these words. Remember, keeping your release 

readable and interesting is always the priority!

Insert Hyperlinks

We stressed earlier how important it is to include hyperlinks in a release. The next 

step is to decide where you want to hyperlink to. 

For the press release on the next page, the choices were fairly obvious. The release 

is about the name change of the Food Stamp Program to the Supplemental Nutrition 

Assistance Program (SNAP), so you want to drive people to the landing page for 

that program. Secondly, we wanted to link to the USDA Food and Nutrition Service 

homepage so people can also learn more broadly about the available programs.

Ideally, you should insert your hyperlinks into the body of your press release and 

ensure that the text in the hyperlink includes some of your keywords. It is also a 

good idea to include hyperlinks early in your release both for the benefit of search 

engines and also so that people will see the links even if they do not scroll through 

your entire release.

Add Assets and Tag Your Release

One of the most notable features of online optimized press releases is that they can 

include logos, images, attached files, and video. It is always a good idea to include at 

least one image or logo if you can—it will make your release stand out more in the 

search engine results. 

TIPS

• Spelling out acronyms is 

always a good idea. In 

this case, many people 

are not yet familiar with 

the new Federal Food 

Stamp Program name–the 

Supplemental Nutrition 

Assistance Program 

(SNAP). The full name of 

SNAP also happens to 

include “Nutrition,” which 

is a very highly searched 

for word. 

• In the case of SNAP, it is 

also helpful to use “food 

stamps” somewhere in 

your release because 

“food stamps” is still very 

much in people’s minds 

and is very likely to be 

searched for. Over time, 

as SNAP becomes more 

familiar to the public, this 

may change.

• In general, for online 

releases, your headline 

should be about 22 words, 

your summary or subhead 

should be about 2 

sentences, and your 

release should be about 

1,000 words. These lengths 

are ideal for search 

engines, and also reflect 

online consumers’ short 

attention span.
J | 6

Optimized Press releases

Example: Images displayed alongside news results on a search engine results page

In addition to making your release stand out more in search engine results, adding assets to your release increases the depth of your offering—you have turned your press 

release into a complete package.

Depending on the vendor you choose to use, you may also be given the option to add 

“tags” or a “list of keywords” to your release. These are mechanisms to help people 

find and share your release. Use words from your keyword research for these fields.

Review the Final Product and Distribute 

Of course you always want to review a release before you distribute it—as it is better 

to be safe than sorry. With some online release vendors, you can update the version 

of the release that resides on the vendor’s site, but you can’t update what has already 

been distributed to the media or any of the service’s subscribers. 

Following is a screen shot of what the optimized version of the SNAP release looked 

like when it was distributed online.
J | 7

Optimized Press releases

TUTORIAL

OPTIMIZED PRESS RELEASES: THE BASICS

What are some differences between the optimized and traditional 

press releases?

An optimized release is often shorter than a traditional release. The optimized release 

has been adapted for Internet use and is easier to find by search engines. The optimized releases are written to include key search words. These key search words are 

words used by your audiences. 

An optimized release often includes video, images, and other documents such as 

research papers or presentations.

Lastly, an optimized release is typically distributed by online press release distribution services, rather than by you. These services specifically target online media 

channels, such as Google News, Yahoo! News, and other news outlets. 

What are some benefits to using an optimized press release?

Benefits include your ability to: 

• Distribute your news directly to consumers in addition to media

• Use hyperlinks that will drive people to your Web site

• Use video, photos, or logos

• Enable audiences to download materials

• Take advantage of tools such as “social bookmarking” and “tagging” 

to allow people to easily share your news with others

• Increase traffic (Internet visitors) to your Web site

• Drive your audience to a particular location on the Internet 

(a specific page, for example)

• Increase the online visibility and awareness of your organization or event

• Raise the visibility of your Web page on search engine results pages

My traditional press releases already show up online, so why should I 

optimize a release?

People who are getting their news online use search engines. The majority of online 

searches are done through Google. There are other popular search engines as well, 

including Yahoo! and MSN.

FAST FACT: Over 60 

percent of online 

searches use Google.
J | 8

Optimized Press releases

Search engines are important because you want your news to be easily found and 

indexed. Search engine optimization (often referred to as “SEO”) is the process that 

helps organize the information on a Web page to make it most easily found and recorded by search engines. Optimizing your release for search engines will make sure 

your information is getting to the people who are searching for it.

When I search for something using a search engine, different results 

appear in different areas of the page. What are the different sections, and 

what do they mean?

You often see two types of results when you search for something using an Internet 

search engine like Google. One result is called “Paid Search” or “Sponsored Links.” 

These are often on the right side of the screen, but can also appear at the top or bottom. Regardless of where they appear, they will always be labeled as “Sponsored 

Links” or highlighted with different colors. Think of these as advertisements. Someone is paying money to display an ad to people who search for particular content 

online. This can be a very powerful tool, but not one covered in this toolkit.

The other type of result is called “Natural Search Results” or “Organic Search Results.” These results are ranked by the search engines based on a variety of factors 

and cannot be bought. The closer to the top of the list a result or “hit” is, the more relevant and valuable the result is to the string of words you used to search by. The goal 

of search engine optimization is to get your information at or near the top of the list.
J | 9

Optimized Press releases

KEYWORD RESEARCH

FNS has provided a basic list of relevant keyword research results, but you may wish 

or need to supplement these results with additional research of your own. To do so, 

follow the steps below:

1 Deciding what the main subject areas are in your release.

2 Think of other ways to say those same ideas and make a list.

3 Using an online tool (see options in the sidebar), look up each word or phrase 

on your list.

4 Keep track of how often each term is searched for. Organize your list from 

most-searched-for to least-searched-for.

5 Choose the keywords that are both descriptive of your content and most 

popular according to the keyword research tools.

Free Online Keyword Research Tools:

• Keyword Discovery http://keyworddiscovery.com/search.html

• Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal

• Word Tracker http://www.wordtracker.com/

Why do I need to use a tool to tell me which 

words to use?

The way people search for information online is 

not always intuitive. For instance, “applying for 

food stamps,” “food stamp application,” and “apply for food stamps” are three phrases with almost 

identical meanings. In any traditional press release, 

you might use all three interchangeably. 

However, keyword data from an online tool will 

tell you that “apply for food stamps” is used 

almost three times more often than “applying 

for food stamps.” 

The numbers in the “Total” column represent how 

often the term was searched for from a 10-percent 

sample of search engines over the last 12 months. 

Use the numbers to choose one term over another, 

but do not get hung up on the numbers themselves.

Example: Searching “food stamps” 

Keyword Discovery
J | 10

Optimized Press releases

HYPERLINKS

What is a hyperlink?

A hyperlink is a word, phrase, or image that you can click on to jump to a new document or a new section within the current document. Hyperlinks are found in nearly all 

Web pages, and let you click from page to page. Text hyperlinks are often blue and 

underlined, but don't have to be. Hyperlinks are often called just “links.”

Example: Clicking here will take you to the USDA Food and Nutrition Service home 

page is an example of a hyperlink. Clicking on the blue text, or “hypertext,” will take 

you to a destination URL, in this case http://www.fns.usda.gov. 

Why should I include hyperlinks in my online press release?

It is critical to include hyperlinks in your online release. Not doing so is a huge 

missed opportunity. Hyperlinks are important because they:

• Lead readers of your release to your Web site; and

• Count as objective votes for your Web site in the eyes of search engines.

Leading readers of your release to your Web site is important if you want to increase 

traffic to your site, where they can gather more information and ideally become repeat visitors, as they learn to view your site as an authority. 

The second point is equally important to accomplishing the goals of an optimized 

release. As your press release is picked up by other Web sites, the release will include 

the hyperlinks you’ve inserted. Search engines look at these hyperlinks very favorably, and having many hyperlinks pointing to your site helps your site rank higher 

in search engines.
J | 11

Optimized Press releases

CHOOSING A SERVICE

There are many services that will distribute your release online at various price levels. These companies also have customer service representatives who can help you 

determine which service is right for you and answer any questions you might have. 

Here are some additional factors you should consider when choosing a service to use.

Things To Consider

1 BILINGUAL OR LANGUAGES OTHER THAN ENGLISH

Not all vendors offer the same services. Some have very sophisticated translation and 

targeting options, while others have no distribution for languages other than English, 

although they will post the release on their site. Make sure to ask questions before 

selecting your service if other languages are a consideration.

2 USE OF IMAGES, VIDEO, OR LOGOS

Most optimized release vendors let you include images and logos. Most will also let 

you include video—some simply require that the video is hosted on YouTube.com, 

while others need the actual video file to be uploaded. If a video is important, check 

to see which vendors include video in their fees.

3 MEASUREMENTS

There are different levels of metrics and reporting after your release has been distributed. To learn more about ways you can supplement metrics that your release service 

provides, see the “Tutorial” section.

4 EXTRA FEATURES

Many services provide the option to attach downloadable files, “tags,” and “social 

bookmarks.” Tags and social bookmarks are Web 2.0 methods to flag what your 

release is about and make it easy to find and share. 
J | 12

Optimized Press releases

What are the main differences between using a traditional wire service and 

an online optimized release service?

Where the release is distributed is one big difference—an online release should be 

more targeted to online news portals, online news search engines, and social media 

tools. This means that it is targeting the online news consumer and, in many cases, 

can reach the end user without ever being “picked up” (i.e., sought out by the media) 

in the traditional sense. 

Depending on the service you use, the actual uploading and submission of the release 

may be different or similar to the experience you are used to from traditional wire 

services. 

Optimized releases are also displayed alongside news stories in many news search 

engines—allowing you to control the headline, summary, and often the image associated with the search engine result. This control is crucial as more and more people 

find their news online. Search engine results pages are an increasingly significant 

opportunity to grab consumers.

In the screen capture that follows from Google News, the first result is an online 

optimized press release and the second result is a news story from InformationWeek. 

In the first example, whoever issues the press release has control over the headline 

and first sentence. If this release had included an image, this image would most likely 

have also been displayed. 

In the second example, someone from InformationWeek determined what the headline and introductory sentence would be. 

Example: Healthcare Videos: Optimized Release vs. News Article
J | 13

Optimized Press releases

GOAL: Distribute the content of your release to 

news outlets

HOW TO MEASURE SUCCESS: As mentioned, unlike 

traditional wire services you may be familiar with, 

most online distribution services will not provide you 

with a pick-up or coverage report. To measure how 

many online news outlets have picked up your release, 

try using a search engine to search for the title of 

your release a few days after it was sent. Two popular 

search engines that can be used for this include Google 

(www.google.com) and Yahoo! (www.yahoo.com). 

Important: Check the related news search engines such 

as news.google.com and news.yahoo.com.

In addition to searching for the title of your release, 

you can also search for your organization name, the 

name of the event or speaker you are promoting, and 

the central topic of your release to see if the content of 

the release was picked up by an outlet without the full 

body and title of the release.

GOAL: Distribute the content of your release to 

partners (in addition to news outlets)

HOW TO MEASURE SUCCESS: Using a similar process 

as described above, you can also see how many blogs 

pick up your release. The term “blog” is short for “weblog,” and is a Web site that displays in chronological 

order the postings by one or more individuals. Blogs 

can be written by journalists, but are often written 

by the general public. Some blogs are read by many 

people, while others are read by fewer people. 

You can search for your release using one of the many 

blog searching tools including:

• Google Blog Search http://blogsearch.google.com/

• Technorati http://technorati.com/

• IceRocket http://www.icerocket.com/

Technorati has a system called “Authority” to tell you 

how important and relevant they have determined 

different blogs to be. The higher a blog’s authority 

number, the more people are reading and linking to 

that particular blog.

GOAL: Increase traffic (Internet visitors) to your 

Web site

HOW TO MEASURE SUCCESS: To determine whether 

an online release has increased traffic to your Web site, 

you will need access to the traffic logs of your Web 

site. The person or organization who administers your 

Web site should be able to grant you access to these 

or pull information for you. You can either look for an 

overall increase in the number of visitors to your site 

in the time following the distribution of your release, 

or you can try to dig a bit deeper. 

Most Web traffic logs should be able to tell you 

“Referrers” or “Referrals” to your site. This is a way 

of finding out where visitors to your site are coming 

from. If you use ABC Press Releases to distribute your 

release, the URL of your release will begin with 

www.ABCPressReleases.com, or a similar standard 

domain name. This allows you to search for your “Referrers” or “Referrals,” which shows how many people 

came from that domain name, and how many clicked 

through from your release.

MEASURING YOUR SUCCESS

Unlike traditional wire services, most online distribution services will not provide you with a pick-up or coverage 

report. However, many online distribution services will provide the number of people who read or downloaded 

the release directly from their Web site.

Depending on your goal in distributing your release online, there are different steps you can take to measure how 

your release performed. Some suggestions are below.
J | 14

Optimized Press releases

Similarly, if you know your release was picked up by 

www.BestNewsSource.com, you can search for that 

domain in your “Referrals” or “Referrers” to find out 

how many people came to your site from that location.

GOAL: Drive your audience to a particular location 

on the Internet (a specific page, for example)

HOW TO MEASURE SUCCESS: You can use the same 

measurements as above, especially if overall traffic to 

your Web site has increased. If it has, and you included 

the specific URL you wanted people to visit, then it is 

likely that people were visiting that page. Most Web 

analytic programs will also provide you with statistics 

on the most popular pages on your site, which can also 

tell you how many people are visiting a particular page.

If the Web page you drove people to included a survey, 

registration for an event, or downloadable resources, 

you can also look for an increase in interaction with 

those features.

GOAL: Increase the online visibility and awareness of your organization, news, or event

HOW TO MEASURE SUCCESS: Search for your release 

on the major search engines, as well as the portion of 

their search engines specifically dedicated to news. 

You can also search for the keyword or phrase you 

optimized your release for. When you type a keyword 

or phrase into the news searches in the immediate day 

or so following the distribution of your release, your 

release should be returned high up on the page.

Think of this as basically a billboard for your organization – even if people don’t click through to your 

release, they have seen your headline and in most 

cases your subhead or summary, and sometimes even 

an image or logo.

GOAL: Help increase the position of your Web 

page on search engine results pages

HOW TO MEASURE SUCCESS: This one takes longer to 

achieve than the others, but issuing optimized online 

releases with hyperlinks to your Web site is one very 

important element of increasing the position of your 

Web site on the search engine results page.

To illustrate the importance of improving your Web 

site’s position: 80 percent of Internet traffic begins at a 

search engine, according to Harris Interactive.

Getting your Web site to rank highly in search engines 

can take a very long time, but is worth the effort. For 

example, 70 percent of people will click on something 

on the first results page of a search engine – that is to 

say, on one of the first 

10 results. The numbers drop significantly 

from there. Approximately 15 percent of 

people will click on the 

second page or results 

11-20. Finally, people 

will click on results 

21-30 on the third page 

only about 10 percent 

of the time.

GOAL: Create a multimedia release that can live 

online and include video, photos, or downloadable 

resources

HOW TO MEASURE SUCCESS: This is more straightforward than the others. Did you include video and 

images in your release or downloadable materials such 

as white papers or presentations? If so, you have created a multimedia release. With many online optimized 

release services, you can update the release over time 

to include new images or a video from an event. This 

means that you can send the release URL to any contacts you have and they will have instant access to not 

only the text of your release, but also any additional 

resources you want to provide to them.

SEARCH ENGINE 

RESULTS CLICKS

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Optimized Press releases

Anchor Text

Anchor text is the part of the hyperlink that you see when you are reading a Web page, 

email, or document. For instance in the example Food & Nutrition Service Home Page, 

the words “Food & Nutrition Service Home Page” are the anchor text. Anchor text is 

analyzed by search engines, so it is important to use relevant keywords in your hyperlinks 

when possible.

Hyperlink

A hyperlink is a word, phrase, or image that you can click on to jump to a new document 

or a new section within the current document. Hyperlinks are found in nearly all Web 

pages, allowing users to click their way from page to page. Text hyperlinks are often blue 

and underlined, but don't have to be. 

Keyword (or Key Phrase)

The one word or key phrase that is the most searched for and represents the central point 

of your release. You want to find the right term to use for your subject matter, so that 

people who are searching for relevant information online will find your content.

Keyword Research

Keyword research is the practice of researching keywords (terms) relevant to your Web 

site or online content and determining which are actually searched upon by search engine 

users to find information.

Metadata

Broadly, metadata, or meta data, is data about data. In terms of the Web and search engine 

optimization, metadata is descriptive text that you add to the code of a Web page to help 

search engines identify and index the content of that page. The three most common types 

of metadata on a Web page are the Title, the Description and the Keywords. While the 

keywords and description do not appear on the actual Web page, the Title is what shows 

up in the top bar of your browser when you are on a Web page, such as Food & Nutrition Service Home Page on http://www.fns.usda.gov/fns/. All three areas should include 

keywords determined through keyword research.

Optimized Press Release

An optimized press release conveys news or information, like a traditional release does, 

but it also includes language that is optimized for search engines and hyperlinks to Web 

pages. Optimized releases are also distributed online.

GLOSSARY OF TERMS
J | 16

Optimized Press releases

Organic Search

Also referred to as ‘Natural Search,’ organic search is the opposite of paid search 

and search engine marketing. Organic search engine results are ranked by the search 

engines based on a variety of factors and cannot be bought. The closer to the top of 

the list a result or “hit” is, the more relevant and valuable the result is to the string of 

words you used to search by. By utilizing search engine optimization, over time, an 

organization’s information can improve it’s organic search results, and appear at or 

near the top of the list.

Paid Search

Paid search, or search engine marketing, is basically purchasing ads associated with 

keywords. This is the opposite of organic search. You will often see paid search ads 

on the search engine results page along with the organically derived search results.

Search Engine Crawler

A search engine crawler (also known as a Web spider, Web crawler or Web robot) is 

a program run by search engines that browses the Web in a methodical, automated 

manner and indexes content for the engine.

Search Engine Marketing

Search engine marketing (SEM) is the practice of paying a search engine to run 

ads associated with keywords. These are the ads that you see on a search engine 

results page.

Social Bookmarking

Social bookmarking is a method for Internet users to store, organize, search, and 

manage bookmarks of Web pages on the Internet with the help of metadata. In a social bookmarking system, users save links to Web pages that they want to remember 

and/or share.

Technorati Tags

Technorati tags are labels that people use to make it easier to find blog posts, photos, 

and videos that are related on the popular blog search engine Technorati 

(www.technorati.com). 

Note: Trade and company names are used in this document solely to provide information. Mention 

of a trade or company name does not constitute a warranty or endorsement by the U.S. Department 

of Agriculture to the exclusion of other products or organizations not mentioned.
 part of 

your Menu?

 IS ADVERTISING

11
K | 1

Paid Advertising

What is paid advertising?

Paid advertising, otherwise known as paid media, 

is the airing of campaign messages—or advertisements—by purchasing space in media outlets, such as 

television and radio stations, newspapers, magazines, 

Web sites, and outdoor billboards.

The overall goal of an advertising strategy is to reach 

your audience and change behavior or attitudes. Here 

are the principal steps to reach that goal:

1 Surround your target audience with specific 

and consistent messages (e.g., about the 

nutrition assistance the Supplemental Nutrition Assistance Program can provide to lowincome individuals and families).

2 Motivate your audience to get more information, such as by calling a phone number or 

visiting a Web site.

How does advertising differ from 

media relations?

Advertising is repeating your messages a guaranteed 

number of times. 

Media relations is outreach. It can entail sending out 

press releases, media advisories, feature articles, and 

other information. The goal is to clearly state your case 

to interest media outlets in using the materials or asking you for more information. 

Messages acquired through media relations outreach 

are referred to as “earned” and add depth to your paid 

advertising efforts.

How many times must a person hear/see an 

advertisement in order to take action?

According to Roper Starch Worldwide research 

(2001), it takes:

• 3 to 4 impressions for a person to recognize that a 

message is an advertisement;

• 7 to 8 impressions for a person to remember the 

message; and

• 10 to 18 impressions for a person to change his or 

her attitude/behavior as a result of hearing or seeing an advertisement.

How are paid ads different from public service announcements?

PAID ADVERTISING PUBLIC SERVICE ANNOUNCEMENTS

You pay the media outlet to air advertisements The media outlet airs messages free of charge to 

benefit target audiences

You select the best time of day, programs, and outlets to reach your target audience (market research 

and advertising professionals and media buyers 

can help)

Because they are free, you have no control over the 

time of day or how often messages will run

Ads have 100 percent guaranteed delivery and 

greater likelihood of reaching the target audience

It is difficult to gauge success due to irregularity 

of airing

AN OVERVIEW OF PAID ADVERTISING
K | 2

Paid Advertising

What are the best media outlets to use to reach low-income individuals and families?

There are many options when purchasing advertising, including radio, television, print, Internet, and outdoor. A 

review of your organization’s available budget and a community needs assessment are the best ways to identify 

the best media for advertising.

RADIO

FNS has found radio to be the most cost-effective way 

to reach low-income populations. Research has shown 

that low-income individuals use radio more frequently 

than the general population. Stations can use both 

produced ads (ads that have already been recorded) or 

radio readers, which are messages that an announcer 

will read between songs or weather/traffic updates 

(less expensive). 

TELEVISION

Network and cable television advertising are the most 

effective ways to reach low-income audiences. 

Depending on the market and available advertising 

space, television is often the most expensive advertising medium. However, school and community cable 

stations may be an option to consider, as they typically 

charge much less than commercial stations. 

ETHNIC MEDIA

Ethnic media outlets, such as radio stations and local 

newspapers, are available in media markets that have 

large immigrant populations. These outlets tend to be 

cost-effective. Readers/listeners trust these more than 

traditional media outlets. Ethnic television stations and 

cable networks typically are less expensive than mainstream television, but their availability varies from 

market to market.

PRINT

Immigrants and seniors often read the local daily 

newspaper, as well as community daily or weekly 

newspapers, which are often free. By placing print advertisements in these newspapers, you can better reach 

low-income people ages 60 and older. These local 

papers are often willing to print drop-in feature articles 

free of charge, because they help develop content.

OUTDOOR

This form of advertising includes billboards and transit 

advertisements. Organizations targeting audiences 

in urban communities that have public transportation systems may want to consider placing outdoor 

advertising. Outdoor advertising is helpful in raising 

awareness, yet it is most effective when coupled with 

advertising in other media. 

INTERNET

While Internet use among low-income working poor 

and seniors is on the rise, low-income populations are 

less likely to use the Internet than any other medium. 

However, many Web sites that accept online advertising offer the opportunity to target by ZIP code. In this 

way, you can make sure your advertising is seen by 

people who live in lower-income areas of your media 

market. Online advertising also provides a built-in 

evaluation mechanism. You can count clicks through 

to your Web site from the advertisement. 
K | 3

Paid Advertising

HOW TO DEVELOP OR SELECT ADVERTISING

How do I develop or select advertisements?

When developing or selecting the advertisement you want to use in your paid outreach, it is critical that the ad:

1. Clearly focuses on one single important message. For example, a spot can address the stigma of SNAP, or emphasize that, by using benefits from SNAP, 

people can purchase healthy foods such as fruits, vegetables, and whole grains.

2. Includes a call to action—such as calling a 1-800 number. Your ad must motivate 

your target audience to do something. 

For more information about message development, see Chapter 3. 

Does FNS have paid advertising spots that I can use?

No. However, FNS has radio scripts posted at 

http://www.fns.usda.gov/snap/outreach/radio/default.htm, which 

organizations can download and record using their own actors. 

If your organization is interested in purchasing its own paid advertising on television 

or radio stations, in print outlets, online, or on billboards, you will need to develop 

your own ads.

If you are interested in conducting advertising, consider contacting FNS to obtain 

guidance on the process of developing and placing advertising.

Does FNS have recorded public service announcements that I can use?

Yes. FNS has produced radio public service announcements at this link: 

http://www.fns.usda.gov/snap/outreach/psas.htm. These spots cannot be used for paid 

advertising due to talent restrictions.

How do I produce my own radio spot using USDA’s existing scripts?

Organizations can use the existing radio scripts from USDA’s Web site. You will 

need to work with a talent agency and recording studio, which will finalize the spot 

for use on radio stations.
K | 4

Paid Advertising

STEP 1 DETERMINE TYPE OF ADVERTISING AND BUDGET

What type of paid advertising should you conduct? How much money is available to purchase 

paid advertising? What are the costs associated with developing, designing, or producing advertisements? For print and outdoor advertising, consider costs to develop, design, and/or print 

materials. For Web site advertising, consider costs of designing ads. If new radio or television 

scripts are needed, consider costs for script development, production, and talent. Don’t forget 

that State agencies can receive reimbursement from FNS for approximately 50 percent of their 

administrative costs for outreach to low-income people. For more information, visit 

http://www.fns.usda.gov/snap/outreach/guidance/stateplan.htm. 

STEP 2 IDENTIFY TARGET AUDIENCE

Conduct research in your State or local area to determine which low-income people have not 

taken advantage of nutrition assistance. Seniors? Working families? Legal immigrants? Conduct 

a community needs assessment to determine to whom you should reach out. More information 

is available in Chapter 4.

STEP 3 IDENTIFY TARGET AREA

Consider advertising in one community or “media market,” one State, or multiple States, 

depending on your capacity. Review the FNS participation rates and demographic data at the 

Federal and State levels to determine where your target audience resides. Conduct a community 

needs assessment as described in Chapter 4. For more information, visit 

http://www.fns.usda.gov/snap/researchers/default.htm.

STEP 4 FIND A PARTNER ORGANIZATION

Find other organizations at the State or local level with whom you can partner, including 

another nonprofit organization or for-profit corporation with which you can pool funds. Also 

consider a local media outlet that will give you free or discounted advertising space. For more 

information about partnerships, read Chapter 2.

STEP 5 DETERMINE WHICH OUTLETS WILL REACH THE TARGET AUDIENCE

Finally, identify the top media outlets that your target audience uses. Remember, if you have a 

limited media buying budget, aim for lower-cost advertising options, such as radio and ethnic 

media. The most effective media plan is one that not only gets your message to your target 

audience, but gets it there with sufficient repetition.

DEVELOPING AN ADVERTISING PLAN

5 Key Steps to Develop an Advertising Plan
K | 5

Paid Advertising

How should I time my advertisements?

DURING THE YEAR: To increase the chance that your target audience will recognize, 

remember, and act on your messages, plan your advertising in conjunction with other 

outreach activities that are taking place. It is also a good idea to plan as far ahead as 

possible to negotiate the best rates with media outlets. In past years, FNS has aired 

radio advertisements in January and February, to coincide with cold-weather months 

and increased heating costs; and in mid to late spring, when parents begin worrying 

about feeding school-age children who qualify for free or reduced-price meals. 

However, there are certain times of the year that are more costly:

• The fall, during an election year, when candidates air lots of advertising. The 

amount of available space is limited and therefore more expensive.

• Winter holidays—from Thanksgiving through New Year’s Day. The amount of 

available space is limited because of holiday advertising by businesses. 

• Sweep periods during May and November. Networks typically schedule their 

best programs and run never-before-seen episodes of popular shows, which bring 

in more viewers.

DURING THE DAY: If you decide to purchase television and radio advertising, work 

with your media buying professional, media planner, or the stations to determine the 

best time of day to air the advertising. Ask outlets to provide research—in the form 

of data (not written analysis)—on the best times to reach the selected target audience 

and compare this information across stations.

Whom can I contact to find a local advertising agency?

Consult with your partners or contact your Chamber of Commerce to find a local 

advertising agency that can help. Also visit the National League of Cities’ Web site—

www.nlc.org—to use its partnership pre-screening tool.
K | 6

Paid Advertising

NEGOTIATING AND PLACING ADVERTISING AND 

FORMING PARTNERSHIPS

What are some tips to negotiate and place advertising and to form 

partnerships?

A paid media plan requires extensive research and in-depth analysis of market 

conditions and unique viewing habits of each market. Depending on the size of your 

budget and the complexity of your outreach plan, you should consider hiring a media 

buying professional to place paid advertising. A media professional will:

• Tailor buys for various media markets within a State or throughout a region; 

• Weigh markets based on the number of eligible nonparticipants; and

• Negotiate rates—discounted, free, and/or matching spots—to leverage the buy.

However, if your organization has limited funds, you may decide to place your own 

media buy.

Tips to Make Your Own Radio Buys

Partnerships with one or more media outlets can help your organization get the deepest discounts—including additional bonus placements. Establish the partnership by:

• Scheduling an in-person meeting with the station manager, public service coordinator, and/or sales manager to explain the importance of nutrition assistance to 

the outlet’s consumers.

• Prepare and present background information about your organization, 

your outreach, your target audience, and the public benefit for the media 

outlet representatives. 

• If an in-person meeting cannot be scheduled, prepare a cover letter and mail 

an information packet to the sales manager and public service director. Be 

sure to follow up by calling the sales manager or public service director to 

discuss opportunities.

Ask media outlets what they can provide free of charge as a “bonus” for the amount 

of money you are paying for space. 

More information about forming partnerships is located in Chapter 2
K | 7

Paid Advertising

MONITORING AND MEASURING THE EFFECTIVENESS 

OF ADVERTISING

How can I monitor the placements?

After placing a paid media buy, it is important to confirm that outlets aired your messages. Here are some tips to aid you in monitoring the placements:

RADIO AND TELEVISION ADVERTISING: Request reports and invoices on how often 

and when the advertisements were played, and carefully review them to ensure the 

advertisements were placed according to the planned schedule.

PRINT ADVERTISING: Request “tear sheets” or copies of the ad that ran in the publication. Your organization should obtain this information from every publication in 

which print ads were placed.

ONLINE BANNER ADS: Make sure to work with the designer of both banner ads 

and the Web site so that click-through rates and impressions are monitored 

from the advertising. 

OUTDOOR BILLBOARDS AND TRANSIT ADS: Request a proof of performance after 

the campaign is over, which includes pictures and details about the campaign.

What should I do if my organization does not get the number of spots paid 

for or if the print outlet doesn’t run the advertisement?

If in the course of monitoring your buy you learn that a radio or television station did 

not deliver the negotiated number of spots, or if a print outlet forgets to run an advertisement on a specific date, you should contact the outlet and ask it to “make good” 

on the original advertisement by running another in its place for no additional cost. 

How can I measure effectiveness of advertising?

FNS has used a 1-800 number as its call to action in its SNAP National Media Campaign. In fact, FNS encourages partners to advertise a phone number rather than a 

Web site, as many low-income individuals and families do not use computers or have 

access to them.

To determine how effective paid advertising has been, organizations should compare 

the number of phone calls during advertising flights to the number of calls made during the same period in a previous year when no advertising ran. By doing so, organizations can determine how well the advertising has reached the target audience and 

revise future media plans accordingly.
K | 8

Paid Advertising

GLOSSARY OF TERMS

Advertising

The airing of campaign messages, or advertisements, by purchasing space in 

media outlets.

Bonus/Value-Add

Additional air time or “free” placements that a media outlet will give an organization as a result of negotiation on the paid advertising.

Click-Through

The process of clicking on an online advertisement, which then takes you through 

to the advertiser’s destination, usually a Web site or landing page.

Click-Through Rate (CTR)

The average number of click-throughs per hundred ad impressions, expressed 

as a percentage.

Cost Per Point (CPP)

The cost to reach 1 percent (or one rating point) of the individuals in a specific 

market. The cost per point varies by market size, demand, and advertising content.

Cost Per Point = ___________________ Schedule Cost 

Number of Gross Rating Points

Day Part

The time of day when a television or radio ad airs.

Designated Media Market (DMA)

The Neilsen-designated geographic area that is covered by market-specific television stations. Currently there are 210 markets.

“Earned” or “Free” Media

Exposure obtained from a medium as a result of your publicity and lobbying. 

Flight Date

The start and end dates of your advertising schedule. Typically, television and 

radio are purchased on a weekly basis.

Frequency

The potential number of times individuals are exposed to an advertising schedule 

over a given period of time.

Impressions

(Typically used with online advertising.) The number of times your ad will be seen 

over the course of the campaign (number of times displayed X number of viewers). If you purchase 500,000 impressions, the ad will be seen 500,000 times over 

the course of the advertising period.

TELEVISION

EM: Early Morning 5 a.m.–9 a.m.

DT: Daytime 9 a.m.–3 p.m.

EF: Early Fringe 3 p.m.–5 p.m.

EN: Early News 5 p.m.–7 p.m.

PA: Prime Access 7 p.m.–8 p.m.

PT: Primetime 8 p.m.–11 p.m.

LN: Late News 11 p.m.–11:30 p.m.

LF: Late Fringe 11:30 p.m.–2 a.m.

RADIO

AM Drive: 5 a.m.–10 a.m.

Midday: 10 a.m.–3 p.m.

PM Drive: 3 p.m.–7 p.m.

Evenings: 7 p.m.–12 a.m.
K | 9

Paid Advertising

Gross Rating Points (GRP)

The sum of all ratings. The total ratings of all programs purchased during a given 

period of time, which come in multiples of 100 (e.g., 100, 500, 1,000). For example, 

if an organization purchases advertising at 600 GRPs, the average viewer will see the 

ad 6 times. Gross Rating Points vary by market size and viewing habits, demographic 

data (such as age and gender), and timing.

Matching Spots

During negotiations, outlets frequently offer discounts in the form of free placements. 

For example, for every two spots an organization purchases, the media outlet may 

offer to air, or match, one spot for free.

Proof

A hard copy of a print ad that you review to be sure that the text is correct and the 

layout and colors are consistent with the electronic version of the print advertisement.

Public Service Announcement (PSA)

A public service message that a media outlet airs free of charge as part of its community service mission. The messages provide information that could significantly affect 

people’s lives in a positive way.

Ratings

The percentage of individuals or audience watching a program in a particular market. 

For example, a 15-rating = 15 percent of the audience. Ratings vary depending on the 

age and gender that are being measured.

Reach

The percentage of different individuals exposed to a media schedule during a given 

period of time.

Sweep Period

Referring to television networks, the months of November and May. Viewer ratings 

are compiled then, so these are times when networks typically schedule their best 

programs and run never-before-seen episodes of popular shows, which bring 

in more viewers. 

Tear Sheet

A copy of the ad that ran in the publication, from every publication in which print 

ads are placed.

Traffic

Rotation of spots during a specific media flight.
 Bundle of

resources

A

AND INFORMATION

12
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RESOURCES

Informational SNAP Resources Translated 

into 35 Languages 

Five basic SNAP documents have been translated into 

35 languages and are easily downloadable for simple 

copying and distribution. An “I Speak” document is 

also available which allows a person to indicate to 

a caseworker or advocate what language he or she 

speaks so that accommodations can be made. 

The following documents are available:

• Questions and Answers About Getting and Using 

SNAP, SNAP313 – A brochure that provides 

useful information about SNAP.

• “Public Charge”– A notice to reassure immigrants 

that receiving SNAP benefits will not make them 

public charges, so that it will not affect their 

immigration status.

• “Immigrant Eligibility Questions and Answers”– 

A series of facts of interest to immigrants about 

eligibility for SNAP benefits, based on changes in 

the 2002 Farm Bill.

• “Documents Needed to Apply for SNAP” – A list 

(in English and the target language) 

of documents that may be needed to prove 

eligibility for SNAP benefits.

• “Fact Sheet on Eligibility”– Ten facts about 

SNAP for elderly (60 and older) and 

disabled persons.

View and download at 

www.fns.usda.gov/snap/outreach/translations.htm

“10 Steps to Help You Fill Your Grocery 

Bag Through the SNAP Program”

This low-literacy flyer outlines 10 steps to follow to 

apply for SNAP benefits. Also available in Spanish.

View and download PDF version: http://foodstamp.ntis.gov/.

SNAP Application Envelope

Help potential recipients compile all of the necessary 

materials to apply for benefits with this handy envelope featuring a checklist of verification documents. 

Also available in Spanish. 

Order copies online at http://foodstamp.ntis.gov/.

Document number SNAP-02 (comes with SNAP-01, 

“10 Steps to Help You Fill Your Grocery Bag Through 

the Food Stamp Program.”) 

SNAP Photo Library

Groups are encouraged to download photographs for 

use in communicating SNAP nutrition education and 

outreach messages. FNS requests that these pictures 

be used only for promotion, informational, and educational purposes of a nonprofit nature. 

Download at www.grande.nal.usda.gov/

foodstamp_album.php.

Order print-quality files by contacting FNS directly.

Supplemental Nutrition 

Assistance Program (SNAP) 

OUTREACH MATERIALS and resources
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RESOURCES

“Community Hunger Champions—

Helping People Eat Right When Money’s 

Tight” Video

This eight-minute video introduces influencers at the 

regional, State and local level to the SNAP Media Campaign, familiarizes viewers with campaign messages, 

and showcases the important role eligibility workers 

play in ensuring eligible individuals obtain SNAP benefits. This video is a companion piece to the toolkit and 

will help eligibility workers and community partners 

understand how they can work together and utilize the 

outreach materials developed by FNS. 

Download video

SNAP Logo Guidelines

The SNAP logo may be applied to program materials 

used for identification, public notification and awareness, nutrition education, and outreach. The SNAP logo 

may be used by those administering SNAP, including 

the 53 State SNAP agencies and their counterparts at 

the local and county levels, for purposes consistent with 

SNAP statutes, regulations,and policies. Other organizations, such as non-profit organizations and authorized 

SNAP retailers engaged in SNAP outreach or nutrition 

education, may use the SNAP logo for noncommercial 

educational and outreach purposes when such uses are 

a public service and contribute to public information 

and education concerning SNAP. FNS has developed 

guidelines for using the SNAP logo.

Download logo guidelines at

http://www.fns.usda.gov/snap/roll-out/logo.pdf

GENERAL INFORMATION

Main SNAP Web page

www.fns.usda.gov/snap/

A starting point for general information about SNAP.

History of the SNAP Program

http://www.fns.usda.gov/snap/rules/Legislation/about.

htm

Provides a brief history of SNAP from 1939 to the 

present.

Legislation, Rules, Waivers, and Certification Policy

http://www.fns.usda.gov/snap/government/legislation_

rules_cert.htm

Includes a waiver database showing which States have 

received waivers of sections of SNAP rules for specific 

purposes or to accommodate local conditions.

USDA Center for Faith-Based and Community Initiatives

www.usda.gov/fbci

Background information about USDA’s initiatives for 

faith-based and community organizations.

RESEARCH STUDIES

The Office of Research and Analysis (ORA) regularly 

releases research studies that might prove useful in 

your outreach efforts. Please visit ORA at http://www.

fns.usda.gov/ora to find the latest research and studies 

issued by the Food and Nutrition Service.
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RESOURCES

SNAP COMMUNICATION TOOLS

Main SNAP Outreach Web page

www.fns.usda.gov/snap/outreach/default.htm

A starting point for information about SNAP 

outreach including information about developing and 

submitting an optional State SNAP outreach plan 

for FNS approval; the SNAP outreach coalition; and 

promising outreach practices.

SNAP Radio PSAs

http://www.fns.usda.gov/cga/Radio/radio.htm

A compilation of USDA’s SNAP radio public service 

announcements.

SNAP TV PSAs

http://www.fns.usda.gov/snap/outreach/psas.htm

Two 30-second video public service announcements 

(PSAs) in English and Spanish. They are suitable for 

both TV and in-store broadcast and can also be used in 

meetings and presentations.

Radio Novelas

http://www.fns.usda.gov/fsp/outreach/radio/default.htm 

A compilation of 10 Spanish public service 

announcements in the form of radio novelas or 

miniseries.

SNAP Newsletter Article

http://www.fns.usda.gov/snap/roll-out/newsletter-article.pdf

A pre-written newsletter article to use in informing your 

clients of the new SNAP name.

SNAP Newsletter Paragraph

http://www.fns.usda.gov/snap/roll-out/newsletterparagraph.pdf

A pre-written newsletter paragraph to use in informing 

your clients of the new SNAP name.

OTHER SNAP OUTREACH RESOURCES

SNAP State Policy Guidance

http://www.fns.usda.gov/snap/government/

certification_policy.htm

FNS provides guidance on implementing program 

policy to State SNAP agencies through memos to its 

seven regional offices http://www.fns.usda.gov/cga/

Contacts/FieldOffices/. The regional offices distribute 

the guidance to the State agencies with which they 

work.

SNAP Outreach Coalition Information

http://www.fns.usda.gov/snap/outreach/default.htm

A core group of national antihunger advocacy groups, 

and other groups interested in promoting the health 

and nutrition benefits of SNAP. These organizations 

work to end hunger and improve nutrition at the 

national level through both advocacy and outreach to 

local antihunger projects.

USDA Grant Information

www.fns.usda.gov/snap/outreach/grants.htm 

Information about past and future research grants 

given by USDA to nonprofit organizations and others 

to improve access to SNAP by low-income persons 

and families.

Hunger Champions Information and Applications

http://www.fns.usda.gov/snap/outreach/default.htm

Established to honor local offices that provide 

exemplary service in assisting eligible clients to obtain 

SNAP benefits.

Broad-based Categorical Eligibility

http://www.fns.usda.gov/snap/rules/

Memo/2010/121809.pdf 

GENERAL SNAP OUTREACH RESOURCES
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RESOURCES

PRESCREENING AND APPLICATION ASSISTANCE

FNS Prescreening Tool (Step 1)

http://www.snap-step1.usda.gov/fns/

This simple, low-literacy online prescreening tool enables 

users to input their information privately and, based on 

their information, tells them if they might be eligible for 

SNAP benefits and how much they might receive.

Links to Downloadable SNAP Applications and 

Local Office Locators

www.fns.usda.gov/snap/

Features a United States map. Click on a State to 

find links to that State’s downloadable SNAP 

application, links to local office locators, and list of 

outreach providers.

Combined Application Project (CAP) 

www.fns.usda.gov

As part of FNS’ priority to improve access to SNAP, 

the agency is working in collaboration with regional 

offices, States and the Social Security Administration 

(SSA) to increase access to the nutrition benefits offered 

by SNAP for elderly and disabled populations receiving 

Supplemental Security Income (SSI). The Combined 

Application Project (CAP) demonstrations make it 

much easier for the elderly and disabled SSI recipients 

to receive SNAP benefits by reengineering the SNAP 

application process and eliminating the need for this 

population to visit the local SNAP office. 

RESEARCH, DATA, AND STATISTICS

SNAP Participation Data

www.fns.usda.gov/oane/MENU/Published/SNAP/

participation.htm

Features data and studies about participation in SNAP 

and the characteristics of households receiving SNAP 

benefits. Also includes evaluation reports for past FNS 

outreach grant programs from 1993-1994 (see “Food 

Stamp Client Enrollment Assistance Demonstration 

Projects: Final Evaluation Report, July 1999”) and 

2001 (see “Research Grants to Improve SNAP Access 

Through Partnerships and Technology: 2001 Program 

Evaluation Summary – September 2004”). 

Economic Impact of SNAP Benefits

www.fns.usda.gov/fsp/researchers/ers_reports.htm

www.ers.usda.gov/publications/fanrr26/fanrr26-6/

www.ers.usda.gov/Briefing/GeneralEconomy/

linkages.htm 

Links to studies about the economic benefits of food 

stamps. The research was conducted by USDA’s 

Economic Research Service (ERS), which is USDA’s 

main source of economic information. 

Impact of Food Assistance on Nutrition and Health

www.ers.usda.gov/publications/fanrr19%2D3/

A comprehensive review that compiles and 

synthesizes published research about the impact of 

domestic food assistance programs on participants’ 

nutrition and health outcomes. There are several 

volumes to the report.

United States Census Bureau

www.census.gov

Vast amounts of data on income and poverty levels, 

including data by county and State.

NUTRITION EDUCATION

SNAP Nutrition Connection 

www.nal.usda.gov/foodstamp/

Features resources related to SNAP nutrition education 

including lists of State and local SNAP nutrition 

education cooperators (“State Gates”).

Eat Smart. Play Hard. TM

http://teamnutrition.usda.gov/Resources/

eatsmartmaterials.html

FNS campaign to motivate children to be active 

and eat healthy. Features fun activities for kids and 

information for caregivers. Free materials available.

Nutrition Education Resources

http://snap.nal.usda.gov/

Links to national SNAP nutrition education resources 

including guidance for developing an optional State 

nutrition education plan and submitting it for FNS 

approval.

SNAP WEB RESOURCES
L | 5

RESOURCES

Success And Challenges In Delivering Nutrition 

Education To Low Income Older Adults 

http://www.fns.usda.gov/ora/menu/NNEC/Files/

Presentations/DeliveringNutEdOlderAdults.pdf

A PowerPoint presentation advising outreach providers 

on how to effectively educate low literacy older adults 

about good nutrition.

INFORMATION FOR RETAILERS

General SNAP Information for Food Retailers

www.fns.usda.gov/snap/retailers/default.htm

Main source of information about SNAP for food 

retailers including information about how to become 

an authorized retailer, frequently asked questions, 

and tips for food retailers about outreach.

ORGANIZATIONS SERVING OLDER ADULTS

Please note that this is a sampling of organizations 

serving older Americans and not a complete list.

The Administration on Aging (AoA)

www.aoa.gov

An agency in the U.S. Department of Health and 

Human Services, is one of the nation’s largest providers 

of home- and community-based care for older persons 

and their caregivers. This network, serving about 7 

million older persons and their caregivers, consists of 56 

State Units on Aging; 655 Area Agencies on Aging; 233 

Tribal and Native organizations; two organizations that 

serve Native Hawaiians; 29,000 service providers; and 

thousands of volunteers. These organizations provide 

assistance and services to older individuals and their 

families in urban, suburban, and rural areas throughout 

the United States. 

Centers for Medicare & Medicaid Services (CMS) 

http://www.cms.hhs.gov

The CMS is a federal agency within the U.S. 

Department of Health and Human Services. CMS runs 

the Medicare and Medicaid programs - two national 

health care programs that benefit about 75 million 

Americans.

Social Security Administration 

http://www.ssa.gov

The Social Security Administration (SSA) provides 

retirement and disability benefits to eligible 

Americans. Retirement benefits start at age 62 and 

are based on your average earnings during a lifetime 

of work under the Social Security system. SSA is 

responsible for two major programs that provide 

benefits based on disability: Social Security Disability 

Insurance (SSDI), which is based on prior work under 

Social Security, and Supplemental Security Income 

(SSI). Under SSI, payments are made on the basis 

of financial need. SSI disability benefits are payable 

to adults or children who are disabled or blind, 

have limited income and resources, meet the living 

arrangement requirements, and are otherwise eligible. 

SSDI benefits are payable to blind or disabled workers, 

widow(er)s, or adults disabled since childhood, who 

are otherwise eligible. 

Leadership Council of Aging Organizations 

www.lcao.org

A large coalition of the nation’s non-profit 

organizations serving older Americans. There is a 56 

member association which is diverse and dedicated 

to preserving and strengthening the well-being of 

America’s older population. This national organization 

advocates on behalf of seniors and their families in the 

ongoing national debate on aging policy. 

National Association of Area Agencies on Aging (N4A) 

www.n4a.org

N4A is the umbrella organization for the 655 area 

agencies on aging (AAAs) and more than 230 Title VI 

Native American aging programs in the U.S. Through 

its presence in Washington, D.C., N4A advocates 

on behalf of the local aging agencies to ensure that 

needed resources and support services are available to 

older Americans. 

AARP

www.aarp.org

Founded in 1958, AARP is a nonprofit, nonpartisan 

membership organization that helps people 50 and 

over improve the quality of their lives. 

SNAP WEB RESOURCES
L | 6

RESOURCES

National Association of Nutrition and Aging Services 

Programs (NANASP) 

www.nanasp.org

NANASP is a professional membership organization 

with members drawn primarily from persons working 

in or interested in the field of aging, community-based 

services, and nutrition and the elderly. Founded in the 

1970s, NANASP is one of the leadership organizations 

in that it helps shape national policy, trains service 

providers, and advocates on behalf of older adults. 

National Council on Aging

www.ncoa.org

A non-profit service and advocacy organization. 

Brings together non-profit organizations, businesses 

and government to develop creative solutions that 

improve the lives of all older adults.

BenefitsCheckUp

www.benefitscheckup.org

Developed and maintained by The National Council 

on Aging (NCOA), BenefitsCheckUp is the nation’s 

most comprehensive Web-based service to screen for 

benefits programs for seniors with limited income and 

resources. BenefitsCheckUp helps older adults find 

and enroll in federal, state, local and private programs 

that help pay for prescription drugs, utility bills, meals, 

health care and other needs.

Elder Care Locator

www.eldercare.gov

The Eldercare Locator is a public service of the U.S. 

Administration on Aging. The Eldercare Locator is the 

first step to finding resources for older adults in any 

U.S. community. Just one phone call or Web site visit 

instantly connects individuals to eldercare resources in 

their communities. 

Community Transportation Association (CTA)

www.ctaa.org

Transportation planning and coordination supported 

with sufficient investment in transit alternatives can 

help communities more effectively and efficiently 

meet the needs of their seniors and ensure their 

essential place in community life. 

Senior Corps, Corporation for National and Community 

Service (CNCS) 

www.seniorcorps.gov

Senior Corps is a program of the Corporation for 

National and Community Service, an independent 

federal agency created to connect Americans of all ages 

and backgrounds with opportunities to give back to 

their communities and their nation. Senior Corps offers 

a network of programs that tap the rich experience, 

skills and talents of older citizens to meet community 

challenges. Among these programs is the Senior 

Companion Program which brings together volunteers 

age 55 and over with adults in their community who 

have difficulty with the simple tasks of day-to-day 

living. Companions help out on a personal level by 

assisting with shopping and light chores, interacting 

with doctors, or just making a friendly visit.

ADDITIONAL ORGANIZATIONS

Meals on Wheels Association of America (MOWAA) 

www.mowaa.org

MOWAA represents those who provide congregate 

and home-delivered meals services to people in need. 

Most members are executive directors, Registered or 

Licensed Dietitians, volunteer coordinators, or nutrition 

directors at Meals On Wheels and congregate programs. 

Membership in MOWAA is diverse. 

Families USA

www.familiesusa.org

A national nonprofit, non-partisan organization 

dedicated to the achievement of high-quality, 

affordable health care for all Americans. 

SNAP WEB RESOURCES
L | 7

RESOURCES

1

 U.S. Department of Agriculture, Food and Nutrition Service, Office of Research and Analysis (ORA). 

Trends in Supplemental Nutrition Assistance Program Participation Rates. 2002 to 2007. By Joshua 

Leftin and Kari Wolkwitz. Washington, DC, June 

2009. Available at http://www.fns.usda.gov/oane/

MENU/Published/SNAP/FILES/Participation/

Trends2000-2007.pdf.

2 Hanson, Kenneth, and Elise Golan (2002). Effects 

of Changes in Food Stamp Expenditures Across the 

U.S. Economy. Washington, DC: U.S. Department 

of Agriculture, Economic Research Service. Available at http://www.ers.usda.gov/publications/fanrr26/

fanrr26-6/fanrr26-6.pdf. Note: The economic effect of 

increasing food stamp benefits was measured for the 

whole U.S. economy and may vary by location.

3 Food and Nutrition Assistance Programs and the 

General Economy: Links to the General Economy and 

Agriculture (2002). Washington, DC: U.S. Department 

of Agriculture, Economic Research Service. 

Note: Even though recipients spend all food stamps on 

food, the food stamps allow them to shift some of their 

previous cash expenditures on food to alternative uses.

4 Ibid.

5 Wolkwitz, Kari and Trippe, Carole (2009). Characteristics of Supplemental Nutrition Assistance Program 

Households: Fiscal Year 2008. Prepared by Mathematica Policy Research, Inc., for the USDA Food and 

Nutrition Service. Available at: www.fns.usda.gov/

ora. 

6 STARS Quarterly Management Activity Report, 

10/23/04.

7 Fraker, Thomas M., Sharon K. Long, and Charles E. 

Post (1990). Analyses of the 1985 Continuing Survey 

of Food Intakes by Individuals--Volume I, Estimating 

Usual Dietary Intake, Assessing Dietary Adequacy, 

and Estimating Program Effects: Applications of 

Three Advanced Methodologies Using FNS’s FourDay Analysis File. Alexandria, VA: U.S. Department 

of Agriculture, Food and Nutrition Service. 

Also: Levedahl, JW. The Effect of Food Stamps on 

Household Food Expenditures. Technical Bulletin No. 

1794. Washington, DC: U.S. Department of Agriculture: Economic Research Service.

8 Fox, Mary Kay, William Hamilton, (editors) and Biing-Hwan Lin (2004). Effects of Food Assistance and 

Nutrition Programs on Nutrition and Health, Volume 3, 

Literature Review. Washington, DC: U.S. Department 

of Agriculture: Economic Research Service, USDA, 

2004. Available at http://www.ers.usda.gov/publications/fanrr19-3.

9

U.S. Department of Agriculture, Food and Nutrition Service, Office of Research and Analysis (ORA). 

Characteristics of Supplemental Nutrition Assistance 

Program Households: Fiscal Year 2008, Summary. 

October 2009. Available at: http://www.fns.usda.gov/

oane/MENU/Published/SNAP/FILES/Participation/20

08CharacteristicsSummary.pdf

10 Gleason, Phillip, Peter Schochet, and Robert Moffit 

(1998). The Dynamics of Food Stamp Program Participation in the Early 1990s. Alexandria, VA: U. S. Department of Agriculture, Food and Nutrition Service. 

Available at http://www.ers.usda.gov/publications/

efan03012/efan03012ref.pdf.

FOOTNOTES FROM INTRODUCTION
L | 8

RESOURCES

11 Rosenbaum, Dorothy and David Super (2005). The 

Food Stamp Program: Working Smarter for Working Families. Washington, DC: Center on Budget and 

Policy Priorities. Available at http://www.cbpp.org/3-

15-05fa.htm.

12 Ibid.

13 Gleason P, Rangarajan A, Olson C. Dietary Intake 

and Dietary Attitudes Among Food Stamp Participants 

and Other Low-Income Individuals. Report prepared 

for the Food and Nutrition Service, USDA, September 2000. Available at http://www.fns.usda.gov/oane/

MENU/Published/NutritionEducation/Files/FSPDiet.

pdf.

14 Obesity Costs States Billions in Medical Expenses. 

Press Release. U.S. Department of Health and Human 

Services, January 21, 2004. http://www.cdc.gov/media

15 Devaney, Barbara, Pamela Haines, and Robert Moffitt (1989). Assessing the Dietary Effects of the Food 

Stamp Program -Volumes I and II. Alexandria, VA: 

U.S. Department of Agriculture, Food and Nutrition 

Service. 

Also: Allen, Joyce E., and Kenneth E. Gadson (1983). 

Nutrient Consumption Patterns of Low-Income Households. Technical Bulletin No. 1685. Washington, DC: 

U. S. Department of Agriculture, Economic Research 

Service. 

Also: Fox, Mary Kay, William Hamilton, (editors) and 

Biing-Hwan Lin (2004). Effects of Food Assistance 

and Nutrition Programs on Nutrition and Health, Volume 3, Literature Review. Washington, DC: U. S. Department of Agriculture, Economic Research Service.

16 U.S. Department of Agriculture, Food and Nutrition 

Service, Office of Analysis, Nutrition and Evaluation. 

Characteristics of Food Stamp Households: Fiscal Year 

2003, FSP-04-CHAR, by Karen Cunnyngham and 

Beth Brown. Project Officer, Kate Fink. Alexandria, 

VA: 2004. Available at http://www.fns.usda.gov/ora/

MENU/Published/SNAP/FILES/Participation/2003Ch

aracteristics.pdf. 

17 Ibid.

FOOTNOTES FROM INTRODUCTION
L | 9

RESOURCES

NATIONAL & REGIONAL SNAP OUTREACH AND MEDIA CONTACTS

NATIONAL

National Headquarters

3101 Park Center Drive

Alexandria, VA 22302

Media Team

703-305-2281

Pat Seward

SNAP Media Contract Coordinator

Pat.Seward@fns.usda.gov

NORTHEAST REGION 

(ME, NH, VT, MA, RI, CT, NY):

Northeast Regional Office

10 Causeway Street, Room 501

Boston, MA 02222-1069

617-565-6370

MID-ATLANTIC REGION 

(PA, MD, DE, NJ, PR, VA, VI, WV):

Mid-Atlantic Regional Office

Mercer Corporate Park

300 Corporate Blvd.

Robbinsville, NJ 08691-1518

609-259-5025

MIDWEST REGION 

(IL, IN, MI, MN, OH, WI):

Midwest Regional Office

77 West Jackson Blvd., 20th floor

Chicago, IL 60604-3507

312-353-6664

SOUTHEAST REGIONAL OFFICE 

(AL, FL, GA, KY, MI, NC, SC, TN):

Southeast Regional Office

61 Forsyth St. SW, Room 8T36

Atlanta, GA 30303-3427

404-562-1801

MOUNTAIN PLAINS REGION 

(CO, IA, KS, MO, MT, NE, ND, SD, UT, WY):

Mountain Plains Regional Office

1244 Speer Blvd., Suite 903

Denver, CO 80204-3581

303-844-0300

SOUTHWEST REGION 

(AR, LA, TX, NM, OK):

Southwest Regional Office

1100 Commerce St., Room 555

Dallas, TX 75242-9800

214-290-9800

WESTERN REGION 

(AZ, CA, OR, WA, AK, HI, ID, NV, GUAM, 

MARIANA ISLANDS, AMER. SAMOA):

Western Regional Office

90 Seventh St., Suite 10-100

San Francisco, CA 94103

415-705-1310
L | 10

RESOURCES

ACKNOWLEDGEMENTS

Many people contributed to this toolkit. We want to acknowledge and thank them all for their 

commitment and assistance.

In compiling this toolkit, USDA FNS consulted representatives from National, State and local 

organizations, including:

INDIVIDUALS

• Ellen Vollinger, Food Research and Action Center, 

Washington, DC

• Abby Hughes Holsclaw, National League of Cities, 

Washington, DC

• Bill Bolling, Atlanta Community Food Bank, 

Atlanta, GA

• Daniella Levine, Human Services Coalition of Dade 

County, Inc., Miami, FL

• George Matics, Cardenas Markets, Inc., Ontario, CA

• Rich Savner, Pathmark Stores, Inc., Carteret, NJ

• Dennis Barrett, Hunger Fellow, 2005

• Laura Tatum, Hunger Fellow, 2005 

ORGANIZATIONS

• American Public Human Services Association, 

Washington, DC

• Capital Area Food Bank, Washington, DC

• Community Action Partnership for Madison 

County, Inc., Morrisville, NY

• FoodChange, New York, NY

• Fresno Metro Ministry, Fresno, CA

• Human Services Coalition of Dade County, Inc., 

Miami, FL

• Project Bread – The Walk for Hunger, Boston, MA

• United Way of New York City, New York, NY

• Urban Justice Center, New York, NY

• SNAP Outreach Coalition Members

• USDA FNS Regional Offices

• Vermont Campaign to End Childhood Hunger, 

Burlington, VT

• Watertown Tab, Watertown, MA
www.fns.usda.gov/snap/outreach