Trying to get the local press to cover a local Greek story? Don't just tell the media you're having an event. Spin it as the first of its kind around there, the biggest one yet, or related to a timely problem (like raising Red Cross money after Sept. 11 would have been). Or sell something as a trend - if GLO membership is increasing on your campus, that's a story. If rush is just happening again, it's not.
The media wants an invite beforehand, so they can get live quotes and photos/footage. So you have to sell your philanthropy, for example, to them before you know 100% it will be the biggest ever. Have one person responsible to contact them, and make sure they can do follow-up and be available.
The harder problem is these national stories. Obviously, when something tragic happens, that will be bad press. But the other stuff - who knew that U-Wire would do a story on famous Greeks (and get it so wrong)? You never know when, say, Newsweek will run a piece on hazing or drinking among college kids. And if you, your chapter president from Small College, write and say, "Please cover the positive side of Greek life," they don't care.
There needs to be consistent, positive press releases from groups like Panhel, Pan-Hel, IFC, college Greek life offices, and national orgs. I'm not seeing enough of this, although to these groups' credit, it's not like they have a ton of money or spare time!
The other group that can influence coverage, esp. in the written media, is freelance writers. There are lots of ways to get good Greek stories into pubs:
-For an Indiana regional magazine: Why are so many GLOS HQed in Indianapolis?
-For a story on convention facilities: You're gonna have to mention some conventions, so why not work in a mention of a Greek one?
-For a profile: If someone's Greek affiliation really influenced them, give it a mention. (Esp. great for businessmen, who are often Greek)
I could spit out some more ideas, but maybe I'll become a freelance writer and save them for myself.
And one thing all of us can do: Wear your badge to work sometimes, and in pictures! Especially if you're older, and not fresh out of college, and your picture is being taken for professional purposes. (If you're fresh out of school they may think you're just holding on to college ties.)
There's one more thing we can all do - when we see an article like that U-Wire one, and we can refute it with facts, or when we see an offensive Snapple commercial - use the power of your pen to write a classy, tasteful complaint letter.