Here’s a scenario: You invest months and months of planning for an important college initiative that is going to reap decades’ worth of rewards for your community. You decide to host a full-on press conference complete with a fancy backdrop, media kits—the whole nine yards. Then on the big day, nobody shows up.

Like, literally nobody.

Few things are more disheartening as a leader with an amazing story to tell than to have a messenger who is uninterested, unwilling, or unavailable to spread it.

So what’s a president to do?

Turn that frown upside down and create opportunities for success.

No matter how amazing your news may be, crafting a good story takes work. In an era when overworked reporters cover multiple beats, and where morale is low and turnover high, most don’t have the time, energy or expertise to turn the press release of your game-changing initiative into a Pulitzer-worthy expose.

Don’t lament the state mass media. Lend your local reporter a hand and help them help you.

Look no further than National Council for Marketing and Public Relations (NCMPR) members for tips on how to navigate today’s media landscape.

Let these communicators’ pain be your gain.

You got a friend in me:

“Showing interest in journalists’ reporting goes a long way in building productive relationships,” says Joe Garcia, chancellor at Colorado Community College System and NCMPR 2022 National Pacesetter.

Garcia suggests you let your reporter know you appreciate their work – and not just the pieces they write about you. Invest in the relationship by offering to speak on background, or preview new initiatives or data findings (what reporter doesn’t like a scoop?). Help them understand how the work your institution is doing positively impacts your community.

Location, location, location:

Kate Wallace, marketing and communications manager at St. Cloud Technical and Community College says her president is everywhere and is a master of creating opportunities to tell her college’s story.

“She is well known in the community and her longevity is the key to her relationships with the media,” says Wallace. “She is always doing outreach and knows a lot about the college.”

This works because when you’re in the places where news is happening, you’re that much closer to being able to weave your story into the mix and provide context in the moment.

Put your money where your mouth is:

Wallace says that in addition to going to where the action is, her president brings her message directly to the source: a regular column. Her local paper provides space for the three colleges in the community on a rotating basis. Wallace’s president focuses her article topics on an aspect of the college linked to a community-related issue or initiative.

Have a conversation with your publisher or news director and offer to tell your story regularly – as a guest, a recurring segment, an op-ed, or the like. If you’re able to provide quality content relevant to your community that they don’t have to produce, everybody wins.

Measure twice, cut once:

For Steve Butera, director of communication and external relations at Oakton Community College, practice makes perfect.

“Depending on your president’s comfort level, preparing remarks or talking points and advance practice sessions may help them more effectively deliver key messages and ensure accurate and positive coverage,” said Butera.

Few people can be eloquent on command. Like I said earlier, crafting a good story takes time and effort. Workshop your messages with your internal communications team first. For maximum understanding, distill your big goals and initiatives into easily digestible sound byte-style talking points that don’t sound manufactured.

Bring in the pros:

Being president doesn’t mean you have to do all the heavy PR lifting on your own. Your marketing and communications staff are a talented bunch and will rise to the occasion when given the opportunity. Chances are, if you ask them how your college can get better press, they’ll give you the same tips I just did. Give it a try. Then task them with doing the legwork for you: develop clear talking points, make media contacts, gather the data, and then track down students and staff stories that illustrate your points and bring your data to life.

You don’t have to reassemble the fragmented modern media landscape to get the coverage your college deserves. Just apply a little focused effort into making an overworked reporter’s life a little easier.

(This article first appeared in the Community College Journal in November, 2022)