Make sure lots of people know how you positively have an influence on the lives of the young people you coach. Develop a quarterly newsletter that you send to the media in your club area. Make it interesting, and if it doesn't get immediate play, don't be discouraged. At least they will learn your name, and will be ready and up to speed when you DO have a story they can use. Keep most of your club communications to one page.
Brevity is key in today's fast-paced world.
If you want it read, keep it short and to the point. Put your club newsletter on the Internet. You never know who is reading, or what will excite them. If you don't, your message may be interpreted differently than you intend. Do informal member surveys to find out what they like and don't like.