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Blogs are on the rise, print is in decline and the line between who’s a journalist and who’s just blowing smoke has become razor thin. So how do you get your message out in a constantly shifting media landscape? The Alliance hosted a Mutual Aid Call this week to tackle the topic.

As panelists, we hosted Tanya Snyder, a longtime radio reporter, print writer and the new editor of Streetsblog Capitol Hill, and Rachael Kefalos, the executive director of the Palmetto Cycling Coalition in South Carolina. For folks who couldn’t make the call, here are some of the tips from these media-savvy ladies.

Tips from Rachael…

Make sure your story is newsworthy.

• Special events and organized rides are one possibility. “This time last year we moved office by bicycle,” she says. “Because it had an interesting spin to it, it really caught the attention of local media, and, from that, grew several volunteers and partnerships.”

• Whenever the PCC holds bicycle education classes, Rachael makes sure she gets the listing in local calendars and after any training certifications she sends out a release congratulating the new League Cycling Instructors. The same goes for leadership changes on the PCC’s board — a press release to the state’s business journals might snag some coverage, especially if a newcomer has some name recognition.

• Finally, Rachael says, research reports and studies can lead to a wider discussion about the issues. “At the Charleston paper the [Alliance] Benchmarking Report instigated a really interesting project,” she said. “The journalist ventured out on bike to ride across the county, which is 90 miles. He did in one day and along the way he tweeted and took video footage and kept up a blog after. Out of that came a lot of really interesting dialog and several other stories he wrote about bicycling.”

Write a great press release.

• Rachael still relies on the standard press release, making sure she answers the five Ws (who, what, when, where, why) and comes up with a punchy, eye-catching headline.

• Never send the press release as an e-mail attachment, Rachael suggests, but cut and paste the text into the body of the e-mail, as well.

• And if there’s one key aspect of a winning press release, she adds, it’s good quotes “from real people, not just the bike-ped coordinator from the DOT, but somebody on the ground, who’s relatable.”

Build relationships with local reporters.

• “The most important principle for me is not just working with reporters but forming a relationship with them, which, in my experience really allows you be become a reliable resource,” Rachael says.

• Be sure to include your direct phone line and cell number on your business card and, when you meet a reporter make sure you get their direct line or cell, too, because it’s tough to track down in individual in a busy newsroom.

• If you get coverage, make sure you show your gratitude. “I always follow up with a thank you letter and phone call if a story was written or ran on the six o’clock news,” she says. “And even if an article is written about something not necessarily related to biking, I’ll send an e-mail saying, ‘That was a great article about traffic congestion,’ or whatever, just to extend that olive branch and make sure they know, hey, I’m here and I care about these things — don’t forget about me!”

Tips from Tanya…

Identify your intent.

• Make sure you know why you’re trying to get coverage. What’s your message and who do you want to get that message? For instance, if you’re trying to pressure lawmakers, make sure you’re targeting media that they read. Use their name. That’s sure to get their attention.

• Make sure you pitch the right reporter. If you haven’t identified the reporter at your local paper or station who covers transportation issues, talk to the assignment editor. “They’re the person policing all the assignments in that organization,” Tanya says.

• Don’t confine yourself to the city and state news section. “Be creative about what kind of coverage you can get,” Tanya says. “Biking and walking can be a lifestyle story. It can go in the art section if you have a certain action or event you’re doing. Maybe it goes in the business section if you’re talking about boosting the local economy. It can be in the sports section. So don’t limit yourself to the news section. There are many other pieces of the paper or broadcast that people are paying attention to.”

Think like a reporter.

• When you’re pitching a story, consider your news peg. Why is this relevant today, this week, this month? Anniversaries can be helpful. If there was a tragedy in your community last year and the dangerous conditions or inadequate infrastructure still exist, call attention to that issue on the one-year anniversary.

• Piggy-back on major news. “If there’s a big issue out there, like a highway expansion, put out your response,” Tanya suggested. Reporters will be looking for new and different perspectives; take advantage!

Find the right voice.

• “Get reporters in touch with real life stories…  not talking heads,” Tanya says. “Talking heads are useful, too. If I want stats or history or background, I want to talk to experts as well. But it’s easy for me to Google a bike coalition and find an expert. It’s much harder for me to get in touch with someone who just had an experience that maybe didn’t make the news.” Find the individuals in your organization or community who can be a compelling face for your issue — and are willing to talk to reporters.

• Make your soundbytes stand out. “Make sure everyone who talks to the media ha a good soundbyte,” she says. “We have an infinite use for 10-second, witty remarks.” Don’t come up with quotes that sound bureaucratic. Sum up your issue in a couple of sentences that stick to your mission and message, but push the envelope in style and substance. (One call participant suggested the Alliance work up a resource of witty soundbytes to serve as inspiration. We’re on it!)

• Write your own story. “There’s a huge need to just feed the beast, as reporters say, and get more and more content on the website, on the newscast,” Tanya says. “So if you can help us feed the beast and write something that’s good and not completely party line, we might take it. If it sound s one-sided or a commercial for your organization, probably not, but if you’re doing analysis of an issue, we might take it.”

For more tips, check out the “Working with the Media” materials from Rachael’s presentation at the 2010 Alliance Leadership Retreat. 

The San Francisco Bicycle Coalition recently announced that they have joined forced with Streetsblog San Francisco and the SF Chronicle to create Bay Area Transit, a new blog that will appear on sfgate.com. According to the Coalition, “This blog is an opportunity for us to write about our work and highlight all of the exciting new bicycling improvements (hello Market Street separated bike lane) that are making San Francisco a better place to ride a bike. We’ll certainly be sharing the faces and stories of some of the 120,000 San Franciscans who bicycle frequently and showcasing great biking events and rides that are bound to get even more people riding. You can check it out here: Bay Area Transit.”