MAY MONTH PUBLICITY TIPS
(or helpful media info you can file away for use any time!)
Download
and print the condensed publicity tips outlined below OR
Members Only - Download
and print the full CASLPA Media Relations Guide - This great
resource provides thirty pages of terrific tips on how to handle
the media... crisis communications, developing media lists,
writing press releases and PSAs. Download the guide and starting
planning your media campaign today!
Key Messages You Can Communicate
Developing your Media Contact List
What do the Media Look
For?
Tools for Reaching the Media
Tips to get you Started
Key
Messages you can Communicate
- Most Canadians take communication for granted. Millions
of Canadians have a speech, language, or hearing disorder
which hinders their capacity to communicate.
- Early identification and rehabilitation of speech and hearing
disorders can often prevent communication difficulties in
school, on the job, and in social situations.
- Speech-language pathologists are educated professionals
who are trained to evaluate and treat speech and language
disorders.
- Audiologists are essential members of the health care team
who are trained to evaluate and treat a full range of hearing
disorders.
- Speech-language pathologists and audiologists work within
the school, health care, or private sectors to improve the
quality of life of people who have communication disorders.
Developing your
Media Contact List
There is no real magic to developing a network of media contacts.
By planning, providing personal attention, and regular follow-up,
you can establish yourself as a reliable source of information
for the media. Providing factual and interesting information
on your profession and relevant issues in the community contributes
to the media's role to inform and educate. Building a media
contact list takes time and effort. Media directories, such
as the Bowdens Media Directory or Matthews Media Directory,
are good sources of media information. They can be found in
the reference section of most libraries.
If you don't have access to a media directory, go through the
Yellow Pages under the main headings of newspapers, radio, television,
etc., and draw out the major media outlets. Then call each one
to get mailing information and the names of particular editors,
reporters, columnists, or producers.
What
Do the Media Look For?
The media look for certain characteristics to determine whether
or not a particular event or situation is newsworthy, that is
whether or not it deserves to be printed or aired. A story is
more likely to be used if it contains several of these elements:
- Importance - Is it important to or does it affect the majority
of the population?
- Human Interest - Does it incorporate an emotional element?
Will the reader empathize with the story?
- Prominence - Does it involve a well-known person?
- Proximity - Is it close to the audience, either geographically
or psychologically?
- Timeliness - Refers to fast breaking stories, but can also
refer to seasons of the year. Is it news that is fresh and
current?
- Unusualness - Does it sound interesting, different, exceptional?
Tools
for Reaching the Media
Once you have a media contact list, you can plan how to reach
those media using one or more of the following tools:
News releases
News releases inform the media about new activities, programmes,
and special announcements. Something about the information should
make it newsworthy.
Backgrounders
A backgrounder is a fact sheet that provides current or historical
information and statistics which would add depth to information
in the news release.
Profiles
Profiles give biographical information on noteworthy individuals
in the association, or on people who have led successful lives
with speech, language, and/or hearing disorders.
The information should be contained in one page and preferably
include a photograph.
Public Service Announcements (PSAs)
PSAs are free announcements offered by radio and television
stations. They are used to publicise events and activities or
promote messages in the public interest. Most media have a PSA
policy; they should contain information of interest or importance
to the public.
Interviews
This tool allows for exploration of ideas and concepts. It includes
interviews for background information, pre-arranged interviews
for story coverage, and on-the-spot interviews for quick reaction
and comment. Live interviews, such as talk shows and public
affairs programmes, offer strong opportunities to help change
attitudes but should be handled by broadly informed people in
the association or invited experts.
Feature Articles
These articles usually are 500 words or longer and explore a
particular theme. Features are lively, informative, and tend
to emphasize the human interest angle. An unsolicited feature
may or may not be used by the media, depending on editorial
policy. Community media are more likely to use supplied features
than dailies or magazines, for example, self-help columns, profiles,
etc. To be considered, a feature must be objective and professionally
written. A good tactic is to pitch the story idea, get the journalist
interested in your angle, and have the journalist cover the
story.
Notices
Use this tool to convey simple, straightforward information
on upcoming events. Notices must include subject, date, time,
location, and pertinent information about parking, disabled
access, and supplemental communication (hearing, ASL, etc.).
Some media will accept typewritten notices and provide the layout;
others require a formal camera-ready layout.
Letters to the Editor
Letters are featured in every issue of the daily newspaper and
can be written by a member of your organisation. Editors publish
letters that are 200 words or less, are focused on one main
idea, and would be of interest to readers. Include your daytime
phone number. Not all letters submitted to the newspaper can
be printed.
Opinion pieces
Articles that appear opposite the editorial page of daily newspapers,
usually written by people who are not journalists -- opinion
leaders, presidents of associations, consumer advocates.
Tips
to Get You Started
What is Targeting?
When planning which media to contact for conveying information
on your programme, service, or activity, you must target your
efforts. You will not be able to reach all the media and probably
cannot afford to, so be selective. Make some thoughtful choices
about which media to contact based on which ones you believe
will provide the most impact -- and then target them.
Building Contacts
Another way to get the information you need is to call organisations
and individuals which are involved in related activities and
ask for a copy of their media list. You may have some updating
and checking to do, but you will have a basic list you can expand
on.
Making Contact
When you make the first contact with a journalist, ask about
and note deadlines for submitting releases and information.
News deadlines vary between radio, television, and the press.
Many weekly newspapers, for example, have a Wednesday deadline
for Saturday delivery. Some newspapers, and columnists in particular,
may need information for PSAs as much as two weeks in advance.
Speak with the assignment editor or producer, if possible.
Making personal contact with the media will give them a point
of reference to you, your group, or organisation. Your initial
call should be short but informative:
- Identify yourself and briefly state the purpose of your
call.
- Provide a concise description of your association's presence
in your area.
- Give some examples of current association activities and
programmes.
- Inquire about policies on providing articles, public service
announcements, and community calendar information.
- Offer to provide background information.
Always be prepared with facts and information.
Make sure you have all the information and facts you need before
you call a media outlet. That may include any or all of the
following:
- Date, time, location
- Alternate day or location (e.g., weather considerations)
- Spokespersons
- Alternate spokespersons
- Sponsor information and contact(s)
- Price (e.g., free or not)
- Access - wheelchairs, parking
- TTY, assistive listening devices
Get to know key media contacts not just as contacts, but
as people.
It's much easier in community media: in some cases, journalists
may be part of other organisations in which you're already involved.
Engage them personally -- as volunteers, event hosts, celebrity
participants, sponsors -- something that will draw them and
their families into "participating" in the association
from a personal perspective.
Think about the needs of the media. Try to develop ideas for
visuals for television, photographic opportunities for the print
media, and ambient sounds for radio. When speaking with reporters,
for example, suggest the kinds of visuals a photographer or
camera person could use.
Provide photographs.
If you have high quality photographs, colour or black and white,
some media will use them. Persons or groups of people in the
photograph should be clearly identified. Write a short, catchy
caption on the back of the photograph to establish interest
and highlight a speech, language, or hearing message. Photographs
should generally be no smaller than 5"x 7" and have
a glossy finish. Photos are good for community/weekly newspapers.
Mail, fax, e-mail or deliver news releases and announcements.
You may not be able to deliver all your releases/announcements,
but try to select a few important media outlets where personal
contact may result in more coverage.
Follow up with a phone call.
After the release is out, call selected editors to make sure
they received it. Determine whether they plan to use it now
or later.
Say thank you!
Reporters and columnists are rarely praised, so when they get
it right, let them know.
Use credible spokespersons. Research has shown that the
most credible and interesting sources for the media and members
of the community are local individuals who are known and respected
within the community. These people may be experts from the local
college or university, local hearing/speech care experts, business
and community leaders, or programme specialists.
Credible spokespersons also include those who "have been
there". For example, these are the people who may have
experienced the benefits of treatment for speech, language,
or hearing disorders. Their testimonials can have quite an impact.
Tip ...
When dealing with media, think local and consider all the many
possibilities for people, events and spokespersons in your community.
Then plan ways to match them to an appropriate approach.
If you are interested in receiving more detailed tip sheets
in the areas of :
News Releases and Public Service Announcements
Media Interviews
News Conferences
Crisis Media Communications
Please contact Angie D'Aoust at national office angie@caslpa.ca
