Determine who’s who. Do your homework, first. Familiarize yourself with the publications and radio and TV stations you’re targeting. Figure out who at those outlets should receive information about your story ideas. If it’s healthcare-related, target the health reporter. If it’s a human interest story, try the editor of the local section of your newspaper or the station’s assignment editor.

Know when to write, when to call. Remember that reporters operate on deadlines. With that in mind, for the print media it’s best to make your “pitch” in writing, first. You can send your press release or letter via mail, fax, or even e-mail to a specific reporter or editor. Follow-up calls should be placed sparingly; reporters will contact you if they have any questions regarding the communication you sent them. I have found that, while radio and television stations also appreciate advance notice in writing, unlike their print counterparts, they are usually more receptive to story ideas received via phone call.

If at first you don’t succeed...keep trying. Not every story you try to plug will be picked up on. For every press release that’s given coverage, dozens are trashed. Don’t take it personally, it’s business. And don’t hound reporters or editors once your story idea has been turned down; they will remember you! Pick yourself up and try again with your next idea.

Return phone calls…fast! When members of the media call, they are typically on a tight deadline; make sure you return phone calls promptly. Keep in mind that if they can’t reach you, they’ll reach someone else who will then get the coverage you could have had. Once you reach the reporter, ascertain his or her deadline and make sure to get back with the information requested well in advance of the stated deadline.

Get your ducks in a row. If you’re plugging a story, make sure you have all of the facts, figures, and relevant experts or patients ready to respond to interviews. Don’t try to accomplish these tasks after the reporter has expressed interest; you’ll only serve to irritate the reporter and cause delay. Keep in mind that the more interview opportunities your story has, the more the media is likely to be interested in it. Variety matters, too. In addition to a registered nurse, the media may also want to interview a physician, patient, volunteer, or someone else who is directly involved with your story; always make sure to get the appropriate release forms signed by these individuals. Provide the reporter with back-up information, such as brochures and journal articles.

Go the extra mile. If you can provide additional information that will assist the reporter in preparing the story, volunteer it. Even if it doesn’t necessarily help you with your immediate cause, you’ll gain a reputation for being a good source and that will ultimately pay off in future news coverage. In case reporters need to reach you for follow-up questions, provide your beeper number or your cellular telephone number; they’ll appreciate your willingness to cooperate.

Don’t be nervous. In all likelihood, your goal is community service-oriented. Keep that in mind when you’re recruiting interview sources. Make sure you remind them that their comments will ultimately impart guidance and knowledge to the community as a whole.

Say thanks. Manners matter. Once your story is printed or broadcast, make sure to send the reporter a follow-up thank-you letter expressing your appreciation for the accurate coverage you received.

There’s more than one way to get good media coverage. In addition to trying to obtain traditional news coverage, you might want to consider writing a letter to the editor concisely emphasizing your opinions or recommendations. Nurses who volunteer at community health screenings or who serve on health-related advisory boards also frequently find themselves being interviewed by the news media. Public service announcements are another great way to get news coverage on a particular issue. And don’t limit yourself to just newspapers; consider contributing health and wellness articles on a regular basis for publication in your local community’s or civic organization’s newsletter. Your opportunities to shine in the spotlight are only as limited as your imagination!