Media Strategy

This is a tremendous broadcast story because of the visual, colorful elements of knitting and the natural tie-in to the Holiday Knits stamps. Field PAC employees, working with materials from national PR, will pitch local media on advancing the story to generate awareness and interest, and cover the demonstrations for feature stories, photos, or video footage. A media advisory and news release will be provided to field PAC employees. Local TV shows or broadcast consumer reporters could be asked to broad­cast live from the Post Office (or offsite location) the day of the event, or book the postmaster or a Postal Service spokesperson for an interview. Talk radio shows with con­sumer programming or features can be pitched for stories or onsite promotion.

Headquarters will target online media, including knitting blogs and online versions of women’s, craft, and special knitting magazines. Promote the event in community news­letters, on community bulletin boards, and in community calendars for maximum publicity.

To really leverage this opportunity, a special section will be included in the Holiday Press Room listing all local events. This will help generate local media interest, gener­ate online chatter, and help push the events for possible national coverage. Please notify Michael Woods (; 202-268-7236) as soon as an event is scheduled.