Obviously, the best way to communicate to the general public is through public news media. To do this, you must first get to know the media and establish a rapport with their members. Once a media list is compiled, a letter of introduction should be sent to each person on the list identifying a key section contact as well as other publicity committee members. Communication must flow in both directions. Members of the press should have access to someone who can answer their questions about the information you provide.
First impressions are often the most important.
The first step is to find the individual with whom you should communicate. Sending a news release to someone who has left the organization destroys your credibility. Unless you are in a very small community, a single news release addressed to the editor will probably get about as far as the nearest wastebasket. Much of the news of the section should be directed either to the city editor or the energy reporter. I understand that you are president of the Cutbank Bird Society.