Course:5: Access and Outreach
Lesson:Lesson 2: Getting the Word Out
Topic:Working With the Media

Working With the Media

Be willing to work with the local media. Newspapers, radio, and television all provide opportunities for your program to get the word out about its collections to a wide audience. Knowing how to work with the media, and being comfortable doing it, can be daunting.

There are resources available that you can use to learn more about working with the media.


The Museum Marketing Tips web site has a variety of links and information available for helping museum and other cultural organizations work with the media. It includes a section devoted to “Advertising and Public Relations” with links to many useful resources, including templates for press releases, information about creating good public service announcements, and even information on how to create effective road signs!

The Society of American Archivists publishes “Advocating Archives: An Introduction to Public Relations for Archivists,” by Elsie Freeman Finch. This "manual presents practical advice on how to find and relate to various publics: how to better serve the client in person, launch a fund-raising campaign, work with media, market programs, organize programs around historical events, train and successfully use volunteers, and avoid the most common public relations errors by planning."

Press Releases

One core media related tool is the press release. Press releases are a key method of spreading your news and making announcements to your community. We have included a template for a press release here.




Press release