Presentation for the Greater San Antonio Chamber of Commerce.

2. MORE BUZZ FOR YOUR BUCK
Media Pitching
September 15, 2010

4. Media is an opportunity
Promote products / services
Public information
Advocate for issues
important to your business
Brand building
Earn capital that can be
withdrawn when needed

5. Media landscape

6. Media landscape
Layoffs
Hiring freezes, furloughs
Experience replaced by youth
One giant opportunity for PR!

8. Guiding principle
In an era of dwindling resources, our
job is to be a resource to reporters.

10. Who — Know their beats

11. FOR IMMEDIATE RELEASE Contact: Jeff Coyle
(210) 826-8899 (office)
(210) 535-9015 (mobile)
jeffc@kgbtexas.com
Lone Star Rail District announces new developments in plan to provide
passenger rail service between Austin and San Antonio
WHAT: The Lone Star Rail District — formerly the Austin-San Antonio Intermunicipal
Commuter Rail District — will announce the final series of steps that will lead to
LSTAR regional passenger rail service linking the Austin and San Antonio
metropolitan areas. When completed, LSTAR will offer Texans independence
from I-35 traffic and will include up to 16 stations between Georgetown and San
Antonio.
WHEN: November 9, 2009 at 2:00 p.m.
WHO: Jeff Wentworth, State Senator, District 25
Julian Castro, Mayor of San Antonio
Nelson Wolff, Bexar County Judge
Ruth Jones McClendon, State Representative, District 120
Tullos Wells, Vice Chairman, Lone Star Rail District
WHERE: University of Texas at San Antonio, Downtown Campus
501 W. Durango Blvd.
Frio Street Building, 3rd floor balcony
NOTES: News crews may park in the semicircular driveway off Frio Street. Please arrive
early and take the stairs or elevator to the third floor of the Frio Street Building.
About Lone Star Rail District
Lone Star Rail District is an independent public agency created to bring regional passenger rail service to
the Austin-San Antonio corridor. Authorized by the State of Texas in 2003, Lone Star Rail District is led by a
board of directors consisting of 20 representatives of cities, counties, transportation entities, business
communities and the general public. Serving more than 3 million people in five counties, Lone Star Rail
District is working hard to bring two great urban regions together to create convenient, cost-effective and

12. What — Media Advisory
FOR IMMEDIATE RELEASE Contact: Jeff Coyle
(210) 826-8899 (office)
(210) 535-9015 (mobile)
jeffc@kgbtexas.com
Lone Star Rail District announces new developments in plan to provide
passenger rail service between Austin and San Antonio
WHAT: The Lone Star Rail District — formerly the Austin-San Antonio Intermunicipal
Commuter Rail District — will announce the final series of steps that will lead to
LSTAR regional passenger rail service linking the Austin and San Antonio
metropolitan areas. When completed, LSTAR will offer Texans independence
from I-35 traffic and will include up to 16 stations between Georgetown and San
Antonio.
WHEN: November 9, 2009 at 2:00 p.m.
WHO: Jeff Wentworth, State Senator, District 25
Julian Castro, Mayor of San Antonio
Nelson Wolff, Bexar County Judge
Ruth Jones McClendon, State Representative, District 120
Tullos Wells, Vice Chairman, Lone Star Rail District
WHERE: University of Texas at San Antonio, Downtown Campus
501 W. Durango Blvd.
Frio Street Building, 3rd floor balcony
NOTES: News crews may park in the semicircular driveway off Frio Street. Please arrive
early and take the stairs or elevator to the third floor of the Frio Street Building.
About Lone Star Rail District
Lone Star Rail District is an independent public agency created to bring regional passenger rail service to
the Austin-San Antonio corridor. Authorized by the State of Texas in 2003, Lone Star Rail District is led by a
board of directors consisting of 20 representatives of cities, counties, transportation entities, business
communities and the general public. Serving more than 3 million people in five counties, Lone Star Rail
District is working hard to bring two great urban regions together to create convenient, cost-effective and

13. FOR IMMEDIATE RELEASE Contact: Jeff Coyle
(210) 826-8899 (office)
(210) 535-9015 (mobile)
jeffc@kgbtexas.com
Lone Star Rail District announces next steps toward passenger rail service
Regional agency says 2010 will be a critical year after numerous milestones in 2009
SAN ANTONIO, Texas — Nov. 9, 2009 — The Lone Star Rail District — formerly the Austin-San Antonio
Commuter Rail District — announced today the next series of steps toward bringing LSTAR regional
passenger rail service linking the Austin and San Antonio metro areas. Beginning early 2010, dozens of
public meetings will be held throughout the I-35 corridor to study the environmental impacts of the rail
system and explore potential locations for up to 16 proposed stations from Georgetown to south San
Antonio.
“We’re closer than we’ve ever been to offering travelers some independence from I-35 traffic,” said State
Senator Jeff Wentworth, District 25, a member of the Lone Star Rail District board. “The pieces have
been coming together in 2009, and we believe support from potential riders up and down the corridor is
now critical to making passenger rail a reality for our region.”
In 2009, Lone Star Rail District met several milestones that have built momentum for a regional
passenger rail system:
• Legislative funding: The Legislature allocated $8.7 million specifically for the regional rail
system between Georgetown and San Antonio. This funding will be used for the preliminary
engineering and environmental studies.
• Rail relocation funding: The 2009 Texas Legislature appropriated $182 million to the Texas Rail
Relocation and Improvement Fund — the first funding since voters approved the fund four years
ago. The money is intended to help move freight traffic out of urban areas.
• Union Pacific agreement: The Rail District reached an agreement with Union Pacific to study
the feasibility of moving through-freight service to a new line to free up the tracks for passenger
rail.
• Federal funding: The Rail District has submitted an application to receive a portion of the $8
billion in federal stimulus funding for rail. The Obama administration identified Texas’ I-35 rail
corridor as a priority area for future passenger rail.
• Market research: The Rail District launched an extensive market research program to gauge
customer interest and perceptions of regional rail. At the conclusion of the market research, the
agency officially changed its name to the Lone Star Rail District and adopted the new LSTAR

14. What — Press Release
FOR IMMEDIATE RELEASE Contact: Jeff Coyle
(210) 826-8899 (office)
(210) 535-9015 (mobile)
jeffc@kgbtexas.com
Lone Star Rail District announces next steps toward passenger rail service
Regional agency says 2010 will be a critical year after numerous milestones in 2009
SAN ANTONIO, Texas — Nov. 9, 2009 — The Lone Star Rail District — formerly the Austin-San Antonio
Commuter Rail District — announced today the next series of steps toward bringing LSTAR regional
passenger rail service linking the Austin and San Antonio metro areas. Beginning early 2010, dozens of
public meetings will be held throughout the I-35 corridor to study the environmental impacts of the rail
system and explore potential locations for up to 16 proposed stations from Georgetown to south San
Antonio.
“We’re closer than we’ve ever been to offering travelers some independence from I-35 traffic,” said State
Senator Jeff Wentworth, District 25, a member of the Lone Star Rail District board. “The pieces have
been coming together in 2009, and we believe support from potential riders up and down the corridor is
now critical to making passenger rail a reality for our region.”
In 2009, Lone Star Rail District met several milestones that have built momentum for a regional
passenger rail system:
• Legislative funding: The Legislature allocated $8.7 million specifically for the regional rail
system between Georgetown and San Antonio. This funding will be used for the preliminary
engineering and environmental studies.
• Rail relocation funding: The 2009 Texas Legislature appropriated $182 million to the Texas Rail
Relocation and Improvement Fund — the first funding since voters approved the fund four years
ago. The money is intended to help move freight traffic out of urban areas.
• Union Pacific agreement: The Rail District reached an agreement with Union Pacific to study
the feasibility of moving through-freight service to a new line to free up the tracks for passenger
rail.
• Federal funding: The Rail District has submitted an application to receive a portion of the $8
billion in federal stimulus funding for rail. The Obama administration identified Texas’ I-35 rail
corridor as a priority area for future passenger rail.
• Market research: The Rail District launched an extensive market research program to gauge
customer interest and perceptions of regional rail. At the conclusion of the market research, the
agency officially changed its name to the Lone Star Rail District and adopted the new LSTAR

16. What — Visuals

18. What — Visuals

20. What — Visuals

22. When
TV: Staff meetings at 9 AM and 2 PM
Weekends, mornings
Radio: Between 8:30-9:30 AM
Opportunities all day long
E-N: Editors meetings at 10 AM and 3 PM
Avoid late afternoon
Editorial Board
SABJ: Thursday / Friday
Editorial Calendar

24. When

26. Where — Print
Targeted
In-depth
Multiple angles
Multi-media
Longer shelf life

28. Where — TV
Shotgun
Visual
Soundbite-driven
Two-sided

30. Where — Radio
Quick hit
Repetition
Can be accomplished by
phone
One-sided

32. Where — Trade publication
Targeted
Industry-focused
Controlled
Limited reach

34. How — Interviews
3-5 key messages
Media liaison
Bridging — steering a
reporter back on topic
Hooking — inviting a
reporter to follow up on a
point you want to make
Flagging — alerting the
reporter to key message

36. How — Extending shelf life
Media coverage gives third-party
credibility!
Post to web site
Distribute via email
Links on Facebook, Twitter
Copies in annual reports,
proposals

38. Social and traditional converge

40. MORE BUZZ FOR YOUR BUCK
Media Pitching
September 15, 2010

41. Contact info

42. Contact info
KGBTexas.Communications
1919 Oakwell Farms Pkwy
Suite 100
San Antonio, TX 78218
(210) 826-8899
Sean Wood Jeff Coyle
Media Specialist Public Affairs Manager
seanw@kgbtexas.com jeffc@kgbtexas.com
Cell: 381-3293 Cell: 535-9015