Publicizing
Your Programs:
Using the Media Effectively
Contents
-
Promoting
Your Programs
-
- How
to Write a News Release
- Public
Relations
- Taking
Intergenerational Photographs
- Making
PSAs Work
- Spreading
the Word
-
Getting
Attention from Corporations
-
Promoting
Your Programs
How
to get your story into the newspaper
What's News? Your local newspaper wants to publish articles
that: Describe problems, issues or events that affect local
people. Tell interesting, personal stories about people.
Describe what life is like in the community. Place specific
local problems and events in a broader context.
Before You Make Contact: know specifically what you want
to "sell." Pull together (in writing) the points you want
to make.
Making Contact: call the city desk and ask for the assignment
editor or reporter who logically would cover your issue
(as a careful reader, you already may know who that is).
Contact the reporter, explain who you are and what you are
offering (don't be shy about describing your expertise).
Point out why this topic is important to the newspaper's
readers. Offer supporting written material.
Pitching The Story: be specific (who, what, when, where,
how and especially why). Describe the big picture into which
your story fits. This could be your strongest selling point.
Avoid or define jargon. Supply written material describing
your program/event and why it's important. Suggest two or
three interesting feature articles. Be sure to have names
and phone numbers ready. Offer to identify people affected
by your program. Volunteer to keep the reporter informed
on this and other issues.
Becoming An Effective News Source: be accurate and honest.
Suggest related story ideas, even about someone else's program/event.
Offer in-depth background discussions. Mail related background
material to reporter. Offer tips about related national/state/local
issues. Give the reporter feedback.
And More: don't forget photo opportunities. Be alert to
human interest stories. Learn the limits of your reporter.
Work with your local newspaper, and with the biggest newspaper
in the state. If you're not getting a proper hearing, contact
the assignment editor by phone and mail. Don't be upset
if it takes a while to get your story into the newspaper.
Be persistent. From The Star Tribune.
General
Tips on Working With the Media
by Jan Costello, Illinois Department on Aging
*Do a media survey. Take an inventory of newspapers, radio
and television stations in your community, or any other
special publications that would be interested in what you
have to say. *Are there talk shows--do you hear public service
announcements on your local radio station? Is there a senior
page or an educational page in your local newspaper? Are
there community calendars in your newspaper or on your radio
or TV stations? Do you have a cable television program that
does local productions? Are there shoppers that accept information
from community groups? What about church bullentins, company
newsletters, trade publications? *Ask yourself why they
should be interested in you--and what kinds of things you
want them to know? *Do certain reporters specialize in certain
topics? *What kinds of media attention are other organizations
getting? (AARP, PTA, and other community groups)
Top
How
to Write a News Release that Newspapers Want to Publish and
People Want to Read
Contents of the Release.
1. The first paragraph--the lead--should answer the five
basic questions of a news story: Who? What? When? Where?
Why? the headline is really an abbreviated version of the
lead, such as, JOHN SMITH NAMED HEAD OF AGING AGENCY.
2. The paragraphs that follow the lead paragraph are of
declining importance. They allow and editor to cut a story
if space is tight without losing the basic elements of the
story. A well constructed lead also catches an editor's
eye and ultimately the reader's.
3. Write short sentences and short paragraphs. Two sentences
make a good paragraph. Obvisously, wtiting so tersely is
not always possible but it's a good rule of thumb. Loosely
constructed releases are likely to end up in an editor's
wastebasket.
4. Give exact dates of events. Use "Friday, May 20, 1977"
rather than "next Friday" or "tomorrow." Check all days
and dates on a calendar.
5. Give the address as well as the name of any meeting place.
6. Give town of residence of all people mentioned.
7. Spell out all numbers from one to nine; use numerals
10 and above. Do not begin a sentence with numerals.
8. Check all names for accuracy and spelling. The first
mention of a name is "John Smith of Keokuk." Subsequent
mentions are "Mr. Smith," although the "Mr." may be deleted
depending on a newspaper's style.
9. Never editorialize in a news release. Any opinions should
be attributed to someone. For example, "According to Mr.
Smith, the reluctance of the mayor to release funds is hindering
the agency's efforts."
Format of the Release.
1. Always typed, double-spaced and on one side of the paper.
2. Headlines are always in capital letters and double-spaced.
3. Leave generous margins on both sides, top and bottom.
4. Unless an organization has special letterhead stationery
for news releases, use standard-size, plain white bond paper.
5. Keep a copy of all releases.
6. Give the following data at the top of the page. It can
go in either the left or right hand corner but should be
consistent; Your agency/organization, Address, City-State-Zip,
Telephone number, For Further Information: Bob Jones (202)
223-6250. A second person and number to call in case you're
not available.
7. On the opposite side of the page, type: FOR IMMEDIATE
RELEASE, May 1, 1995 or FOR RELEASE 3 p.m. Friday, > Timed
releases should be used only when absolutely necessary,
such as when someone is giving a speech at 3 p.m. and the
release concerns that speech.
8. Type a few #### under the final paragraph. This denotes
the end of the article.
9. Before the release is mailed, check for accuracy in content,
spelling, and typing. Fom the National Council on the Aging.
-
Public
Relations
*If the circus is coming to town and you paint a sign
saying, "Circus Coming to the Fairground Saturday," that's
advertising. *If you put the sign on the back of an elephant
and walk him into town, that's promotion. *If the elephant
walks through the mayor's flower bed, that's publicity.
*And if you can get the mayor to laugh about it, that's
public relations--Reader's Digest.
-
Taking
Intergenerational Photographs
- Prime importance--young and old are obviously interacting.
Often intergenerational photographs show older folks on
one side of the room and young people on the other side.
They are together, but contact is questionable. Intermingling
of generations is crucial to a good intergenerational photograph.
- Show that everyone is having a good time. The purpose
of the intergenerational pictures is to say "This is fun!
This is beneficial." If the kids or senior citizens have
sour looks on their faces, the message is not communicated.
- Photographs should be interesting, the individuals are
doing something together, whether it is reading, gardening,
or participating in a Mardi Gras celebration.
- The photos must be clear and the best quality possible.
Photo Tips By Jan Costello, Manager, Division of Communications,
Illinois Department on Aging.
The more candid the better since people don't get too
excited with "grip and grin" (i.e. where people are shaking
hands and looking at the camera). Don't pose photos. Have
young and old do what they are doing and take several
shots. Even though color is acceptable by newspapers,
black and white is best.
Top
PSA's
Public service campaigns are being used with increasing
frequency. Typically, these campaigns have combined the
use of television and radio public service transit ads
and billboards, booklets, posters, and specially planned
events. PSAs are 60-, 30-, 20-, 15-, or 10-second radio
or TV advertisements sponsored by nonprofit and government
agencies that promote programs, services, activities,
or issues of community interest. The broadcast air time
for these messages (and, in some cases, the production
services) is donated free of charge by radio and TV stations
and networks. Some PSAs are presented as the joint effort
of the sponsoring agency and the station. Public serv
ice announcements are seen by the public as important,
credible, and reliable sources of information.
Television and Radio Stations PSA Checklist. What format
is preferred? For TV---3/4-, 1-, or 2-inch tape; film;
written copy with 35mm slides? For Radio---cassettes,
reel-to-reel, tapes, discs, announcer copy? Which formats,
if any, are not acceptable? What length of messages is
preferred--:10, :15, :20, :30, :60? How many copies of
each PSA should be submitted? How far in advance of desired
air dates should PSAs be sent to the station? to whom
should PSAs be sent?
Top
Spreading
the Word
by Jan Costello, Manager, Division of Communications,
Illinois Department on Aging
Publications. Send information to: Senior publications,
schools, shoppers, church/synagogue bulletins, employee
newsletters. Displays. Window displays in banks, community
buildings, schools. At events, county fairs, health fairs,
hospitals, etc. Use photos!! Speaking Engagements. To
other community groups, in schools, and churches/synagogues.
You Could Also: develop a fact sheet, develop flyers/posters
for special events of activities, develop a slide program,
develop a video, develop a yearbook with members, committees,
services, etc., talk to friends and neighbors about what
your group is doing, give certificates to people who deserve
special awards (volunteers, legislators, etc.), have a
fund raising event, get involved in an intergenerational
activity (perhaps the school will do all the publicity
for you!), participate in parades, develop joint projects
with other community groups or how about promoting a project
with AARP or with Older Women's League, or a community
college, etc,? If several groups are involved in a community
service project, the chances for visibility are increased,
hold a news conference--but only if you have something
to announce that cannot be handled by a simple press release,
send special invitations for special events (art showing).
Top
Getting
Attention from Corporations
from RSVP Exchange, Summer 1994
Answer the reader's primary question--"What's
in it for me and my organization?"--in your opening
paragraph. Keep the reader's interest central. Stress
how the corporation will benefit in terms of the resulting
visibility, media attention, prestigious associations,
national publicity and other rewards of sponsorship. Limit
the details. Outline the "how" and "why" of your event
to show how it produces the desired benefits for the corporate
sponsor. Be succinct. Keep you letter to one or two pages.
Keep paragraphs short for an easy-to-read look. Be energetic.
Facts sell. Make your case with real results whenever
possible. Draw conclusions; make reasonable projections;
suggest implications. But to the action. At the close
of your letter, ask for the reader's response and involvement.
Give a number to call or state when you'll be calling.
Top
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