International Partnerships Among Museums 2003-2005 Cycle Alert the Media about Your IPAM Award and Connect with Your Community

Sample Press Release

Your museum will be participating in the International Partnerships Among Museums Program (IPAM) administered by the American Association of Museums (AAM) and funded by the U.S. Department of State Bureau of Educational and Cultural Affairs. Some participants have also received funding from the Trust for Mutual Understanding and the Florence Gould Foundation. These participants have been notified.

This is an opportunity to alert the media of your IPAM award and highlight the contributions of your museum to the community you serve. Sharing the museum's activities with the press helps.

To Alert the Media

1. Prepare a press release. This is the best way to alert the media in your area about your IPAM award. Your press release should be concise and include facts about your museum, your partner, and details about your IPAM project. Personalizing the Sample Press Release from this site will make it more newsworthy.

2. Develop a media list. Your list should include local newspapers, radio and television stations, and any other community publications. Ideally, the release will go to a reporter who regularly covers your museum. If you do not have any regular contacts, address the release to the city or features editor at newspapers and the assignment editor at radio and television stations. A visit to their Web site or phone call to the news desk can help you get the correct editor's name. Also ask if they prefer to receive press releases by fax, mail, or e-mail.

3. Timing. Try to hold your press release until a quiet news day- if there is a major event happening that day, your IPAM award could get lost in the shuffle. It's best to send press releases and make phone calls in the morning, not in the late afternoon when editors and reporters are busy filing stories to go to press or on the air.

4. Send the press release to your media list.

5. Pitch the story. Make follow-up calls to confirm the press release was received and to pitch your story. Present the facts quickly and explain why this is of interest to their audience. If there is interest, offer to set up an interview with your museum's director or IPAM participant and a photo opportunity or tour of the museum.

Other Ideas

Plan a press event. Prior to your partner's arrival at your museum, plan a special welcome reception with local civic leaders and the press.

Pictures. Send a visual with a caption to tell the story of your partnership or set-up a photo opportunity at your museum. Remember, a picture is worth a thousand words.

Local television and talk shows. Does your area have a morning news program that features segments on local attractions? Invite them to your facility.

More Information

The AAM Bookstore has a selection of books with marketing ideas including the AAM Communications Kit, a guide to communicating your museum's messages to the media and public policy makers.

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