National Energy Assistance Day Toolkit – Press and Media Outreach

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Press and Media Outreach

Media outreach may feel daunting, but it can be as simple as picking up the phone or sending an email. Local TV and radio stations want to highlight local events and resources. Many local stations have “News You Can Use” segments that are a good fit for information about the availability of energy assistance. Local newspapers also like to feature events and resources in the community.

Press Release
Start by writing a formal press release to let media outlets know how you plan to celebrate National Energy Assistance Day. Include facts about the program in your state/community such as households served during the 2023-2024 heating season, application deadlines, eligibility requirements, etc. Quotes from your program director and from LIHEAP customers are particularly impactful. Send the release around to local media outlets and include it when you contact them with specific requests.

TV & Radio
Local TV and radio stations are great opportunities to get local coverage. Reach out to them through the general contact information on their websites, provide them with details of the program, and data about energy assistance in your state. If you can, offer to provide a quote or interview.

Sample TV/Radio Station Email

Tips and Tricks

1. Focus locally – reach out to local affiliates of national stations, and provide locally-relevant data and program information such as the contact information for intake offices in the community.
2. Designate a spokesperson. Have one point of contact for the media to speak to and to interview.
3. Find a customer for them to interview. Media outlets like to interview program recipients and local leaders. If you have a LIHEAP customer who is willing to go on camera to talk about their experience, let your local news outlets know.
4. Make multiple asks. A TV or radio show may not be willing to take time from their on-air programming to talk about LIHEAP, but they may be willing to post information on their website. Or include the information in a “News You Can Use” segment.
5. Tie it to the national campaign. Media outlets are more likely to provide coverage if the information is tied to a larger event or specific day.