Publicity For Your Organization

What is Community Outreach?

Increasing organization/agency visibility:

Beneficial to organization your and part of the our strategy Trained and trustworthy spokesperson. Requires a crisp, clear and consistent message. The average person needs to hear something 13 times before they remember it. Community Outreach includes all forms of communication which can be utilized to deliver your agency’s message. This includes: TV, Radio, Newspapers, Fliers, Billboards, Buttons, Bumper Stickers, etc......

Slogans:

What is your Pitch? Elevator Talk?

It should be short and to the point

Interesting and warm.

Agency/Organization Identity:

Internal:

Mission Statement: Description of the Women’s Center purposes and values.

To empower women and their families by providing support, education, counseling, information and services.

Vision Statement: Description of the way the Women’s Center will look when the mission is achieved.

External:

Community Perception

Target Audiences

Funders/Donors: Almost everyone is a potential donor or knows a potential donor. A solid need statement and human interest stories will inspire them. Building a relationship to encourage them to become an "Agent" for your agency.

Clients: Specific information helps them identify if they are potential clients. A welcoming attitude makes your agency approachable. A well served client can become your best "Agent" in the community.

-- Share their experiences

-- Tell friend and relatives in need – most likely to be your client pool

General public: Crisp, clear and consistent information will make them "Agents" for your agency:

-- tell friends who have problems about your services,

-- donate,

-- share your need for funds and

-- share with others that your agency is a positive force in the community

Other agencies in the community:

-- Client referrals

-- Referral of donations of goods and service

-- Don’t forget to include government agencies

Venues

Community Affairs Shows: Most radio stations and some TV stations have a community affair program where they will interview you abut your program. These are different than talk shows because they usually don’t take "callers" on air and don’t involve debating anyone.

-- Ask the reporter before the interview what the subject will be and the approximate length of the interview.

-- Fax the interviewer information on the topic you will be discussing.

-- Make a list of some points you want to convey about the subject matter. Write down your thoughts.

-- Make sure you know your statistics, but keep them simple.

-- Practice giving responses. A typical sound bite is 10-20 seconds.

-- Make sure you know your statistics, but keep them simple.

-- Arrive at the station 15 minutes early.

-- Don’t say anything anywhere near the studio/camera/reporter that you wouldn’t want on air. There is always the possibility that the microphone is still on.

Radio Tips: Choose your words carefully, talk smoothly, do not use "ummm, you know, etc..." Try not to allow dead time (no talking). Say, "That's difficult to answer" while you are thinking, or signal reporter that you do not have an answer and they’ll will change the subject for you. Practice on a tape recorder. Teach yourself to let the words flow and get rid of "umh", "ahh", etc.....

-- Watch the tone of your voice-it’s all the audience has.

-- Don’t breathe, sneeze, clear your throat, etc. into the microphone.

-- Keep your responses simple, simple, simple. Long, detailed answers will be lost on your audience.

-- If you stumble over your words, it’s normal. Its okay to say "Let me clarify that, "and start over.

-- When you have made your point, stop talking. Don’t be afraid of silence. It’s the reporter’s job to keep the interview going-not yours.

Television Tips: Wear just slightly more makeup than usual. Do not use blue or green eye shadow; use extra mascara and blush. Do not wear clothes that have bold stripes or very contrasting colors. Do not wear white unless it is covered by a blazer, jacket or vest. Always dress the role you want to portray: "Credible", "Poor", "Intelligent". You are to use different roles for different times.

-- Do not look at the camera;

-- Look at the reporter; talk just to him/her.

-- Do not look at the screen (you're on TV).

-- Sit up straight, leaning slightly forward and find a good place for your hands. Feel free to use them when you speak, but keep them out of your face. Act naturally, just as if you are in conversation with the interviewer.

-- Talk to the reporter as he or she is setting up the lights and testing the sound. ------ Establish a comfort level.

-- Smile when appropriate.

-- RELAX. Most shows are taped and if something major goes wrong, they will redo the taping. You look better when you are just having a conversation; there is no need to be perfect. Watch yourself on TV and listen to yourself on the radio. Take notes, learn from your mistakes. Have members you trust criticize your appearance and give you advice concerning improving your methods. Remember, you are not a trained actor or reporter and you should not look or sound like one. Public Service Announcements: Most stations and newspaper have a format and deadline for submitting Public Service Announcements. Check their web site for guidelines and have a conversation with the Public Service Director or editor of the community calendar. This help to make sure you send the right format- times 30 sec, 20 sec or 10 sec, in writing or on CD ROM or DVD. It also helps to develop a relationship and give you a chance to convince them your agency is worthwhile. There is much competition for the few time slots they give away for public service TV and Radio Talk Shows Similar to Community Affairs Programs except they can involve call in’s and debate. Most callers are male. Make sure you arrange for some people to call and ask questions that help you get out your message. You must be able to think on your feet to do these types of shows. You will need to know a broad range of information about your topic Practice, have someone play the "devil’s advocate". News – news releases and events Make a plan—about one news release a month is going to be acted on by local media.

News Release Tips

-- Actually be news.

-- Be on letterhead.

-- Include your name, title and local phone number at the top.

-- Include an indication of your time line- e.g. is this for immediate release

-- Include a brief title that expresses what the release is about.

-- Answer the 5 W’s: Who, what, where, when and why. This information should be in your first paragraph that even gets read. Additional paragraphs go into more detail and explain more about the 5 W’s.

-- Be brief, to the point and clear. Do not use the passive voice.

-- Never use acronyms

-- Be proofread.

-- Be sent in a timely fashion, usually via fax or email. If the release is to publicize an upcoming event/program, an initial release should be sent out 2-3 weeks before the event, with a follow-up memo or call the week of the event. If your goal is to get the media to actually attend the event, you must call them.

-- As you make contacts with relevant reporters, fax the release directly to them.

-- If you want to send a photo with your press release, find out if the paper wants it in color or black and white. Include all pertinent information on the back of the photo and refer to the press release. These releases must be mailed or delivered.

Geraldine Jensen is the Publisher and Editor of Families Online Magazine your source for information and family friendly websites. Parenting babes to teens, single parents and couples all enjoy entertainment, sports, health and political pages. Help to answer those important questions, "Are we there yet?" and "What's for dinner.