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Getting the Word Out About Your CAP

Congratulations on your acceptance into the Conservation Assessment Program! Your participation in CAP is a demonstration of your institution’s commitment to preserving local history and culture. By sharing the news of your participation, you have the opportunity to develop a strong relationship with your community as well as make other museums aware of Heritage Preservation and the Institute of Museum and Library Services (IMLS). The following tips and resources are intended to help you spread the news of your achievement.

Media Tips | Sample Press Release | Facts about CAP and Heritage Preservation

Media Tips

1. Prepare a press release.
A press release is the basic way of communicating with the media. It provides all the details of your news and is often picked up by a newspaper and run in its entirety. It will introduce your institution to the media and provide them with contact information if they want to learn more. The Sample Press Release shows a simple announcement of CAP participation. It is to be used at your discretion; however, Heritage Preservation encourages you to fill in the missing information and send it to media outlets.

By tying your announcement to other events or even current news issues, you may be able to garner additional media attention. See if you can relate your news to any events or celebrations in your institution or community, such as commemorations, arts or humanities events, or major announcements. You can also connect your story to other local or national issues by including a quote that ties your participation to the larger issue. For example, Heritage Preservation recently conducted the Heritage Health Index, the first comprehensive survey to assess the condition and preservation needs of collections in the United States. The survey concluded that immediate action is needed to prevent the loss of 190 million artifacts and has received a great deal of media attention both nationally and internationally. Tying the news of your assessment with the results of this survey is a great way to bring attention to your institution and show the community what your organization is doing to prevent the loss of collections.

2. Develop a distribution list.
When getting your information out, you want to reach the broadest audience. Your list should include local newspapers, radio stations, and television stations. You should also include regional or state museum associations. When contacting newspapers, be sure to address the press release to the features editor or education editor. At radio or television stations, address it to the assignment editor. If you are not sure who to send it to, call the news desks to identify the right people. This will also give you the opportunity to find out whether the outlet prefers to receive news by e-mail, fax, or mail.

3. Send your release.
E-mail or fax the release to your distribution list.

Keep in mind the timing of your release. If you issue a release on the same day as a tragic accident or fire, your story could get lost in the shuffle. If there is a larger news event, wait to send your release for a quieter news day.

Facts about CAP and Heritage Preservation

Heritage Preservation is a national, nonprofit organization that works to ensure the preservation of America's collective heritage. Our programs and publications provide advice and guidance on the proper care and maintenance of collections.

The Conservation Assessment Program began in 1990 and is supported through a cooperative agreement with the Institute of Museum and Library Services.

Nearly 2,500 museums have participated in the Conservation Assessment Program since 1990.

In 2007, 211 museums applied for CAP and 106 museums were accepted into the program.

CAP provides much needed assistance to the approximately 12,000 small museums and historical societies that care for 198 million artifacts of our nation’s historic, artistic, and scientific heritage. The importance of preservation programs like CAP is underscored by results of the Heritage Health Index, a comprehensive study of the condition of U.S. collections that was released in December 2005. Key findings include: