Making the Most of the Media

Most organizations today recognize that working with the media can be a highly effective method of sharing information with audiences. By developing and maintaining positive relationships with the media, programs can achieve greater public awareness of their work, attract new partners and new advocates, and increase public support.

This guide, developed by RWJF national program Caring Across Communities, offers grantees recommendations on how to build strong, productive media relationships through the application of a strategic approach to media relations. Such an approach allows grantees to accurately determine:

  • who the audience is, and what their opinions and attitudes are;
  • what types of media will reach which audience most effectively; and
  • how to shape the message for different types of media.

The guide focuses on local newspapers, magazines and social media outlets.