Get to know and build relationships with individual reporters and editors who are interested in your issues. You and your organization should get to know them by taking the time to carefully monitor the media and identify reporters and editors most likely to cover your organization, community, and issues. Once you identify these journalists, call them, introduce yourself, and show how you can help them. Start to develop a relationship. Become an example for a newsworthy local or national trend .
Media thrive on trends.
They often start trends and certainly cultivate them and keep them growing. Anyone seeking publicity for their community or community group should think of ways that their programs, members, or leader embody a newsworthy trend. Start and maintain your own media . In these days of inexpensive Internet connections and computer-desktop publishing, every community group can afford to start and maintain its own publications. Let community experts and practitioners be spokespersons .