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Media Tips and Tricks
When you use a media channel to share information, you can reach thousands of
people in a single day! This document is meant to be a guide as you work with your
local media. We encourage you to use one of the articles on your Ambassador E-Toolkit
CD and make it “your own” and give it a local feel. That makes it more interesting to
those in your community and easier to pitch to local media. When you personalize a
story or release, send it to the CRSC Ambassador POC for final approval before
submission. Turn around time for approval from CRSC is one (1) business day unless
otherwise specified.
If you have media coverage or articles published about CRSC, forward a link or hard
copy to the CRSC Program Office. All media is tracked through the CRSC
Communications Team and we need to account for all media exposure for the program.
Information should be sent via e-mail or fax to the CRSC Ambassador Program Lead in
the Contacts section of this document.
Types of Articles/Media to Submit
*If using an original article or one that you have changed in any way, it must be
approved by the CRSC Program office before use.
Press Releases: Create a press release about your project and send it to local media.
A few questions to ask yourself when writing/personalizing a release are: Is there a local
spin? What makes this newsworthy? Is the website/toll-free number in the release?
Pro Bono Ads: Some newspapers reserve unsold advertising space for nonprofit ads.
Find out what size ads your paper accepts and we will help you create an ad for you to
submit to the local publication.
Op-ed: Even if your local media does not cover your event, there are other opportunities
to get their attention. You can submit an Opinion Editorial (op-ed) about the positive
impact of CRSC. Call your local paper to find out the process for submitting an op-ed,
where to send it, how you can follow up, etc.
Public Service Announcements: Use the 30 sec. PSA in the media folder of your E-
Toolkit to submit to the local radio stations or for use at events where announcements
are made throughout the day.
Community Service Calendars / Happenings: Some publications (and also some
media Web sites) list community events. Find out which ones list events in your area
and send them information about CRSC and tell them about your events. They will help
publicize your contact information for veterans who would like to apply or simply need
more information.
Media Sponsors: Ask a local newspaper, radio station and / or television station to
sponsor a claim workshop or veteran focused event and promote it in print or on air.
Some communities have veteran/military stations, articles or other themed outlets;
which make for a great focus.
Ask a local “celebrity” to get involved: Many of our local government officials or
business professionals are veterans and may be more apt to lend their time to help your
cause. Maybe a local decorated veteran could give you a positive message about
CRSC that can be used in publications, etc.
Public Access Television: Investigate posting CRSC information on the local cable TV
public access message boards.
Electronic Mediums: Post information and stories to web sites and blogs.
Tips on Submitting Articles
*If you are using an article you have written or CRSC template article that you have
changed to give a local feel, it must be approved by the CRSC Program office before
use.
If you are working with an Army Installation or outlet, contact the Public Affairs
Officer (PAO) first.
Identify yourself as a CRSC Ambassador.
Seek out journalists who have written about your issue or topic recently, in a
positive or objective light. They will be more likely to cover the topic again.
All of the materials CRSC provides should be modified to include local
information or activities. Local media are more likely to cover a local twist to a
broader DoD program.
Most journalists prefer to receive press releases via e-mail. This gives them the
opportunity to read all the information and quickly respond if they want more
details. Many news outlets list reporter’s names with their stories or in the
“Contact Us” section of their Web site. If you can’t find their e-mail address,
faxing or mailing can be a second option.
Include information in the subject line of an e-mail that will catch a reporter or
editor’s attention. It is also helpful to include a short e-pitch – a paragraph or two
describing the press release and why this reporter should cover this story. Think
WIIFM – What’s in it for me (and my readers, viewers and listeners)?
Don’t attach a press release to your e-mails. Copy and paste the document into
the body of the e-mail. Most journalists will not open e-mails with attachments for
fear that they may open themselves up to viruses. If you have pictures or
graphics to offer to a journalist, ask for their permission to send.
When you send out a press release, make sure you give them a name to follow
up with for interviews. The CRSC program office will provide a military
representative to speak to the media for formal publications via phone interviews.
Please contact your Ambassador POC for more information.
Following up with a reporter is a delicate balance between ensuring your success
and annoying the reporter. You should only follow up when you have new
information to provide or when you have breaking, timely news. Wait a minimum
of one day before contacting the reporter again.
Timing is everything. Consider the editor’s schedule when you place your calls.
Newspapers are usually working on a mid-afternoon deadline for the next day, so late
afternoon is the best time to call. Call the staff of noon news programs after 3:00 p.m.
and call the evening news in the morning
Don’t get discouraged. You are competing against other story ideas and current
events. You might feel as though you are getting the runaround. It’s possible that one
person will tell you to speak to another or to call back at another time. If so, follow their
directions. It is also possible that people will be short with you because they are busy.
The best strategy is to be courteous, helpful, creative, and most of all, persistent.
Remember that the media needs news to fill their programs and newspapers. Let them
know why your story is worthy and make it as easy as you can for them to cover your
issue and events. Keep in mind that breaking news is their priority and will take
precedent.
Use Pictures. A good photo could make the difference between getting media
coverage or not. Make sure your event has a "photo opportunity" - an interesting visual
that tells the story, not just people talking at a podium. Contact your television stations'
and newspapers' photo desks to invite coverage of your event. Have your own
photographer present at the event as well. Do not forget to caption photos and identify
each person in the picture.
Include Contact Information for All Services. When you are working with a
publication that is outside of the Army, please include the CRSC Program Office
Contact information for all services. These are available on the front page of the claim
form. This will ensure that each service is routed directly to the ones that can answer
their questions.
Media Checklist and Timeline
The key to media outreach success is to plan ahead and be flexible. Generally, the
more time you have to pitch your story and build a relationship with a reporter, the
better. However, that may not always be possible. The following is a sample checklist
and timeline for alerting the media about your event or activity:
Three weeks before the event
o Send a pitch letter or e-mail to reporters and editors encouraging them to
cover or attend your event.
One week before the event
o Send a media advisory to local television stations and newspapers via e-
mail or fax.
o Start calling reporters once the media advisory has been distributed.
Day before the event
o Follow up via phone or resending the media advisory with reporters.
o Check in with reporters who expressed reporters to schedule onsite
interviews.
Day of the event
Pre-Event
o Distribute press release announcing the event to all media outlets. Bring
copies to have on hand for any attending reporters.
o Continue to make followup calls the morning of your event.
At the Event
o Have all members of the media sign in with their contact information for
tracking and followup purposes.
o Introduce yourself to all media who attend the event. Provide them with
your contact information and introduce them to local VIPs or CRSC
recipients attending the event.
Following the event
o Followup with members of the media who attended your event to make
sure they received all of the information they need to complete their story.
o Monitor the media outlets that attended your event for media coverage.
What Not to Do
Represent the U.S. Army: As a CRSC Ambassador, you are permitted to speak and
answer questions about the CRSC Program in any appropriate forum. Any and all
communication should relate to the program. You do not represent the U.S. Army and
should not answer any questions outside of CRSC Program Guidance (available on
your CRSC Ambassador E-Toolkit CD).
Comment on Controversial Issues: While CRSC is not a very controversial program,
you always want to ensure that any comments mentioned do not touch on an “iffy
hypothetical” situation. For example, “What would you say if…” or “I heard from
people….” or “What do you think so-and-so would say….” You have a right when
working with the media to refrain from answering any question and should be cautious
of anything that requires you to go outside of the facts and make assumptions. If you
are the slightest bit unsure of the purpose of the question, refer them to the CRSC
Program office or the Public Affairs Officer (PAO) in the contact section of this
document.
National/Televised Media: National and/or televised media should always be handled
through the CRSC Program Office by a military representative. While we do not want to
miss out on such an important opportunity, CRSC will work with you to secure the most
appropriate representative to deliver the CRSC message.
CRSC Contacts
General Program Guidance/Claim Status
CRSC Service Center (Staffed 0800-1900 EST)
1-866-281-3254 crsc.info@us.army.mil
CRSC Program Office
Christen Wheeler, CRSC Ambassador Lead
(Office) 703-325-6659 christen.wheeler@us.army.mil
(Fax) 703-325-1928
U.S. Army Human Resources Command (HRC) Public Affairs
Ms. Shari Lawrence, HRC PAO
703-325-8856 shari.lawrence@us.army.mil
