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Capability Company

A Message from our President

Happy Birthday USA!

This month we continue our bi-monthly media series. In our May ezine, we focused on media relations. Now we'll focus on creative media outreach efforts and how thinking beyond traditional "media relations" into broader community relations can help our outreach efforts, and lead into a quick transition to "get the creative juices flowing".

We are pleased to announce a new search this month. An arts organization in Dallas/Ft Worth is looking for a new Director of Development. We would also like to bring your attention to an additional location possibility for our East Coast Migrant Head Start Project search. There is a choice now between Raleigh, NC or Arlington, VA! You can see more information about both of these or any of our current searches below or in the Current Searches area of our website.

Don't forget to review our Calendar of Events before planning your conferences in the upcoming months.

Have a happy July!

Sherry Heuser
President, Capability Company

View Sherry Heuser's profile on LinkedIn

Would you like to meet the rest of our staff?

Current Searches

Dallas Fort Worth Search

East Coast Migrant Head Start Project

  • CEO - Raleigh, NC

National Students of AMF Support Network

Good business comes from good referrals. If you like the work we do, please remember to pass our name along to those in need of our services. Thank you.

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Article of the Month

Word count: 597
Approximate Reading Time: 4 Minutes

Creative Outreach Efforts

by Mike Zlotnicki

Don’t just think outside the media box; stand on the box and look around. There are myriad ways of getting your message to the masses.

  • Embrace social media. EVERY member of your staff, board and organizations should “friend” or “like” your Facebook site. The site should be updated daily. Make it an online habit for members AND non-members. Establish a program feed on Twitter, if appropriate.
  • Keep targeting the big media outlets, but don’t forget about the small-town papers for press releases and smaller radio stations for guest appearances on talk shows. Bigger outlets will probably want to cover issues with staff. Smaller outlets will welcome the help.
  • Don’t discount local cable access television. When engaging any of the broadcast media, tell them to invite representatives of other stakeholders. • Include photos (when possible) with press releases. Tap your members to supply you with them. Start a stock file. Keep track of who sent you the photo for credit. Try to identify people in photos and dates taken.
  • Invite media to observe an event or issue. Have a local contact or program participant to host.
  • Create inexpensive awareness campaigns. For example, an environmental organization can put a half of an oyster shell in an envelope and tell how many tons of these they are putting in our sounds – OUR sounds – to restore clean water AS WELL as oysters. Put examples in the hands of reporters and editors.
  • Create single-page fact sheets for the main issues your organization addresses. Make the data-template available for members to print at home and disseminate at venues. Make non-members aware of the issues. These should have a headline, a picture, a sub-head, and some bulleted info on the issue. Easily digestible, with contact numbers/Web site for more information.
  • Put facts and numbers somewhere accessible on your website. Make sure they’re accurate and have references/attribution right there with them.
  • Don’t hesitate to tap local organizations for projects. They are likely to get press in their local paper, and perhaps your organization will too. You also expose your organization to people not familiar with it, and many civic groups actively look for service and philanthropic projects.
  • Explore partnerships with related programs at local universities and colleges. Tap into their communication networks.

Bottom Line: Don’t overlook nontraditional or new ways to reach out to the public--with a little effort and creativity, you can effectively communicate with and engage a broader audience.

Mike Zlotnicki is a freelance writer based in Garner, N.C. His resume includes newspaper and magazine editing as well as advertising and marketing experience. He can be reached at

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Event Calendar

Visit the current calendar of events on our website.



In This Issue

Current Searches
Article of the Month
The Bottom Line
Event Calendar


A Client's Perspective

"I am sure we could not have managed without you!”

Angie Welsh
United Way of the Triangle


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