The OA regularly performs exceptional service to our communities, yet receives little to no local media coverage. In order to lead by example, OA lodges and sections are encouraged to facilitate media engagement with local media – community newspapers, TV and radio news through their council or section’s professional staff.
Each community’s media market has a unique set of characteristics. Smaller media markets are much more willing and able to cover community service projects and notable OA events/activities. However, in larger markets (like Los Angeles, Houston, Chicago and New York) the media will be more selective, but it is not impossible to garner media coverage. Even large markets have local community media outlets that are looking for positive local stories to tell. It is important to recognize these unique media characteristics and make your best effort to demonstrate a professional approach and respect the media (don’t target large regional media with a community story). Take a moment to review the coverage of the local media in your community. Do they cover non-profit news stories? If so, they are a perfect fit to tell the positive stories generated by your OA organization.
Each lodge and section is unique, from their leadership, membership size, geography, and media market size. Likewise, each operates differently. You may have PR and marketing professionals or council marketing committee resources that can be tapped for assistance. The key is to present the OA in the most professional manner so the media will take the news opportunity seriously and will consider covering the efforts of your lodge or section.
Each lodge and section and their projects are unique, and identifying and engaging the media should be determined on a case-by-case basis. This must be a process that includes the professional staff of your council or section. Please consult with them for guidance and the process for media engagement.