Back-to-Campus Media Kit
Communicating Your Store’s Affordability Story
Over the past decade, NACS member stores have developed many innovative solutions to support student success and to reduce the cost of course materials. During the back-to-campus period stores should consider reaching out to local news media to publicize affordability programs as well as any charitable or community efforts in which your store participates.
Our new 2022 edition includes current statistics and changes to reflect the greater use of digital course materials.
National news release
This release, circulated by NACS, highlights the importance of campus stores and provides tips to students on how to save on the cost of course materials.
Local press release
This document is similar to the national release but has fill-in-the-blank areas for customization by individual stores.
Media relations tips to get you started.
First things first
Update your store’s website with the latest information regarding your affordability programs. Make sure this information is also posted as fact sheets in PDF format.
Leverage campus resources
Ask college or university relations staff for assistance in developing your story and planning media relations. These staff members have valuable insights on how to plan and execute communications activities. They also have relationships with local reporters.
Use our template
The NACS press release template will help to create the story you want to tell. Focus on one or two key messages and then modify the release to meet your needs. Remember to keep it simple and avoid using industry jargon.
Prepare your pitch
Use your key messages to develop a short pitch you can use in an email or phone call to local media outlets. Also, enclose the news release with your email.
Identify your target media outlets
List the newspapers, TV and radio stations in your area that would be appropriate to contact. Research each outlet to obtain the names of reporters that cover higher education and local business. Your college or university relations department should be able to help with this, however if you need additional help in identifying and contacting local reporters, please contact govrelations@nacs.org for assistance.
Make the pitch
Make your pitch by email or phone. Start with a question or an interesting fact.
Follow up
Following up is often the key to securing media coverage. Wait several days after you've sent the information, then follow up with a telephone call.
Plan social media
Use your key messages from the news release to develop social media messages and posts.
