|
| 1-800-USA-LEARN | GET INVOLVED! STAY INVOLVED! |
|
In working with the media, remember that every editor, reporter, and producer is a professional whose primary task is to present important and interesting information to the public. Your material should be relevant, timely, and interesting. Prove that you are a reliable source of information for your partnership. If a member of your group has a personal contact with the media, use it! Public Information Outlets Billboards and Banners Businesses and community organizations can help publicize your events by sponsoring a billboard, hanging a banner, or posting a flier. Bank and hotel lobbies, restaurants, store windows and bulletin boards, electronic billboards at ball games, libraries, community centers, doctors' offices (especially the orthodontist!), local YMCAs and YWCAs-any place that the public visits regularly-make great places for advertising your events and partnership. Newspapers Newspapers provide in-depth coverage of stories, and they include regular news and features, editorials, commentaries, letters to the editor, investigative reports, and opinion columns. Think about how you can get your message across in each of these different sections. Print reporters spend a great deal of time learning about and explaining complex issues. They appreciate all the documentation, facts, and figures you can provide. In addition to daily newspapers, don't forget weekly newspapers, which are a major source of information for people outside of metropolitan areas, and college newspapers. Magazines Stories of interest to magazines include profiles of interesting people, trends, or exceptional performance in some area. Articles in special interest publications, or in trade and professional journals, reach specific, key audiences that can be important to your partnership and event. When approaching such publications, you should tailor each story to the specific audience. Remember that most magazines work with a lead time of several months. Television Television provides several opportunities for airing your message: feature segments, public service announcements, local news programs, public affairs programs, talk shows, editorial comment, and local cable television shows and public access TV. Your message for television must be short and simple. Television segments and public service announcements usually last 30 to 60 seconds. The assignment editor in a TV news department generally assigns reporters to cover stories one day in advance. Inform the assignment editor and reporters of scheduled events in advance with a media advisory and follow-up call. Be sure to tape an on-air piece on the VCR, so you'll have a copy handy to share with others. Radio Most radio stations tailor their programming to a very specific audience (for example, older adults or minorities), so you'll want to tailor your message accordingly. See the section on public service announcements for more information about how to use the radio to get your message out. Radio stations usually need at least two weeks notice to air an announcement. Talk radio is also a great way to let people know about your event and partnership.
|
