On NRECA’s Communicators Listserv, a few Utility Pioneers asked peers about how to stage a media day for local press. With 30-plus years in the newspaper and magazine industry, Pioneer CEO Michael Shepard offered advice on the Listserv that we want to share with all of our friends.

Considering a media day?

A media day is a cool idea but try and keep it pretty tight. Today’s reporters are asked to cover so many beats that they have precious little time to spend on events like these. Instead of an open house, figure out a way that they can come out of the event with a story, as well as contacts and a better understanding of your utility.

1. Offer a Story 

News cycles, especially with digital reporting, constantly need new ideas. Help local media by turning your media day into a story they are covering. This fills a hole in the newspaper or at the TV or radio station––which makes the editors happy.

Think about photo opportunities or story angles that would appeal to them, such as the real dangers of downed powerlines and how to deal with them. A few other ideas include:

• Offer a hurricane or wildfire season preview, include how to prepare and what the utility is doing to be ready. You could offer a behind-the-scenes look at the control center to give the media a glimpse of how power distribution is managed 24/7.
• Discuss fiber optic expansion plans for the community (in general terms without overpromising).
• Tour a pollinator garden along distribution lines or a solar array as part of an environmental conservation efforts story.
• Explore wildlife protection measures to keep snakes, squirrels and other local animals out of harm’s way. This includes nesting platforms for birds of prey. Consider having a local animal rehabilitation center on site with snakes and injured birds for strong visuals to pair with the story.
• Unveil an energy efficiency rebate plan, showcasing the impact it will have in the community. Include testimonials of people impacted by preview efficiency measures.
• Show how local infrastructure is being strengthened against extreme weather––heat and cold. Highlight grants received to invest locally.
• Showcase apprenticeship or training programs for new utility workers as part of a larger workforce development story.

2. Be Ready to Share

Have your CEO and other top brass lined up to chat with any reporters who show up. Make sure your leaders come prepared to talk not only about the many good things––reliability, community participation, local control, etc.––that you do, but also to be transparent about the challenges your utility may be facing.

Not sure what kind of questions the media might ask? Prompt whatever generative AI tool you use (Chat GPT, Claude, Gemini, etc.) to generate sample media questions based on the story you’re pitching to reporters.

Creating a sense of transparency is critical, as it will pay off down the road when you inevitably have some difficult challenges to share with the media.

3. Avoid Gifts

Be careful about offering treats or swag to the media. While they might secretly enjoy them, many reporters look at such things as trying to curry favor on future stories. Gifts, especially high-end items, can spark questions including, “Why are they doing this?” or “What do they have to hide?”

Food is generally fine, but avoid giving items that make it look like you want to buy attention. If they decline the food, make sure staff knows not to insist.

4. Keep the Story Going

A media day might offer ways for the press to know more about you, but it’s only one step of many. Make sure to include a media packet with resources for when they need to contact you or have information on the utility, including:

• Utility mission, overview and answers to common questions
• Fact sheet with infographics (service area, number of consumer-members, miles of line/fiber, money returned to community)
• Media contacts (name, title, cell, email)
• Executive team bios and pictures
• Logo and brand guidelines
• B-roll video
• High-quality images of staff working with members
• Testimonials
• Awards
• Social media links

Whatever day you pick will not work for some (or many) of the folks you invite. For those who can’t make it, try to see if you can set up a brief one-on-one session for them to come by the utility. Check your website and be sure it’s easy for the media to know who to talk to in a pinch, with an online version of your media kit. Knowing where to find things quickly is important to these busy folks.