Many reporters save them for a future story or pass them on to other writers that they think might be interested. Following up a press mailing by telephone will help increase your coverage. During the phone call, politely ask the reporter if he or she needs any more information and whether a story is likely to appear. Ideally, over time you will become friendly with some of the reporters which will not only help you receive more coverage, but will probably allow you to learn useful information through the journalists' grapevine. If a story appears, you can double the impact by asking some of your coalition members to write letters to the editor.
Letters can expand upon the facts in the article, correct any mistakes or add some last minute news.
Letters should be positive, upbeat and supportive after all, this is the place to present opinions. Since rail trail proposals often stir some opposition, use letters to express all the positive aspects of your plan. Again, use the opportunity to focus people's attention on the good news aspects of the trail its recreation, conservation and transportation appeal, opportunities for stimulating tourism and its attraction for a diversity of groups ranging from senior citizens to scout troops. The key to the success of the Friends of the River s Edge Trail in Great Falls, Montana, is to sell trail at every opportunity. The positive publicity feeds itself on drawing more and more people into envisioning the trail s potential.