Every public affairs council should regularly contact people who work in the media and develop mutually helpful and strategic relationships with them. The public affairs council’s media relations assistant is generally tasked with initiating strategic media relations outreach.

When the Church becomes the subject of negative media publicity, news stories almost always originate from outside the Church. When public affairs representatives place news stories of their choosing with the media—particularly ones dealing with local strategic plans—this bolsters the chances of a positive story being used.

There are many ways to approach the media. Whether you are submitting a news release or placing a story idea, these steps will help you to increase your chances of success.