The question that I am most often asked by affiliate and chapter leaders throughout the National Federation of the Blind is: How can I get my affiliate or chapter's events or activities covered by the media in my community? I often give talks on this topic, and I will give another at this year's meeting of the NFB's Public Relations Committee; check the convention agenda for details. It's a great opportunity to ask questions and share ideas with your fellow Federationists. But if you can't make the meeting, and so you have a handy guide to some strategies, here are a few ways that you can increase the chances that your federation activities will be covered.

First, get to know your local media. This isn't as hard as it might sound. You probably already know which are the most popular and influential media outlets in your area. Make sure that you regularly engage with those outlets. Read the local newspaper if you can (for example, via NFB-NEWSLINE®), watch your local news, and listen to your local public radio or news/talk stations. Note the names of reporters who tend to cover community events, nonprofit or charitable activities, or disability and civil rights issues. Most newspaper reporters have by-lines, and the articles may include their email addresses, phone numbers, and social media handles. Make note of these. Follow the reporters on social media, and comment on articles that you like or find interesting in a friendly and constructive way. This strategy is known as "read and react," and it helps you build relationships with reporters. Those relationships can ultimately lead to coverage.

Second, find out which media outlets in your area maintain calendars of community events, and make sure your events are on those calendars. You can often get your event on such calendars for free, provided that you give the outlet information far enough in advance. These calendars are often on the outlet's website, but they may also appear in the print edition of a newspaper, or highlights from them may be read on the radio.

Third, find out which outlets in your area air public service announcements or dedicated public affairs programming. PSA's aren't as effective as they used to be, but radio stations will air them where they have holes in their commercial breaks not filled by paid advertising. Also, many radio and television stations have dedicated public affairs programs that they run, in which they interview community and nonprofit leaders. While these programs don't usually run at peak listening or viewing [KW1] times, they may be available as podcasts or on the station's website as well as over the air.

These are just a few ideas to get you started. For more, you can always reach me at [email protected], or give me a call at the NFB Jernigan Institute at extension 2330. Getting media attention isn't always easy, but if you're willing to expend the time and effort, the payoff can be very rewarding.