Communications Committee

Internal Communications

It is very important to reach out to government, community leaders, educators, students, community publications, general press, environmental and recreational press, Internet, and local weeklies to develop broader public interest in our program and we need to be sensitive to the community’s unique needs. Most important of all though, we must not lose sight of our obligation to be responsive to the membership’s needs. This is our center – this is what we are. We need to develop as many avenues for feedback from our constituency as possible. Hike leaders must be open to both criticism and praise and listen closely to both. The administrative workings of the group should be transparent. Encourage an open forum where we can exchange ideas and information. We should also consider developing an interest survey for new and renewing members.

Reaching Out

The public relations part of the committee will involve marketing tactics that strengthen our credibility, enhance our image, develop goodwill or influence public opinion. Tactics, such as speeches, special events, newsletters, annual reports and news releases, are targeted to our audience. P.R. involves communicating who we are, what we do, why we do it, and how we make a difference. It is an on-going process, comprised 10% of the big and splashy and 90% of the slow, persistent and consistent broadcasting of a few key points. It's taking every opportunity to seek out potential supporters and tell them why our group's work is important to them and how they can be involved.

When developing a public relations plan, the more specific the goals we have the more effective we will be. We need to focus on media and other communications channels most likely to reach potential supporters. We have to define the target population and what message, carried in what format, has the greatest likelihood of persuading them to support the organization. Once we define whom we need to talk to and what we want to say we are in a position to make the best choice of a communications medium.

Create separate promotional activities for each distinct target audience and message. If we want to increase participation, don't try to raise funds for our program and recruit volunteers in the same promotional piece.

Be alert for opportunities to create working relationships with other non-profit groups who can furnish new members, volunteers or even contributors to our program - and vice versa. Count as potential supporters all the professionals who regularly deal with our target consumers, the organizations that share an interest in them or serve them in some other way. Perhaps we can strengthen each other.

The Following are some Public Relations Tools

The Written Word

-Newsletters are publications with short articles intended to keep our members and donors up-to-date on what our organization and its people are doing. It may also contain advice or other information of particular interest to our audience. It is a natural place to display our mission statement and to communicate the group’s key messages.

Newsletters we produce can cover the news that's interesting to our constituents but not necessarily to the mass media. This is the place to include consumer profiles, salute volunteers and contributors, outline upcoming events and projects, and thank the donor of office equipment at no charge. Thanking such supporters publicly encourages further support. It's impressive to potential donors, who want to see that other companies underwrite our activities and that we will also generate grassroots support.

A newsletter is an on-going communication. "Go for reach and frequency" is an advertising principle that underscores the importance of consistent, targeted communication. "Reach" refers to the number of members of your target audience that will be exposed to your message. "Frequency" refers to the number of times your message is repeated. Thus, the brochure targets a single message -- one time. The newsletter allows you to change the message frequently and continuously.

-Brochures can have effective reach at information centers and events.

-Action Alerts are one or two page sheets communicating urgent or recent information. The intent is to motivate the reader to take a specific action, such as write a letter to a public official, make a donation, or change a purchasing habit.

-Give information to the media: news releases, press kits, media advisories, news conferences, and personal letters or phone calls to editors and reporters.

-Mailing Lists broken into constituent categories that include members, supporters, environmental groups, government contacts, media contacts.

-Writing a Letter to the Editor or an Op Ed piece responding to items in the news.

-Tip Sheets contain advice, instructions, or other information of interest to potential members.

-Letters to Potential Members. A big feature story in the Sunday paper may not cause someone to become a member. But if we copy the clipping and send it to our "potentials" list with a personal note, we will get better results

-Flyers and Posters can be placed in homes, stores, community centers, libraries and spots with public bulletin boards. They can also serve as mailers to patrons, or, they can become signs.

-T-shirts, Bumper Stickers and Decals can be effective reminders that we are serving our community.

The Spoken Word

-Speakers Bureaus can bring a representative of our group before professional and trade associations, civic organizations, community groups, clubs, churches, service organizations which might share an interest in the service we provide. Poll our members and professionals working in the field to determine their willingness to speak to and for the group. Then contact groups whose support would be beneficial to our organization to see if a speaker might be scheduled.

-Audio-Visual Presentations can prove useful in many settings: as part of environmental or community service fairs, on fundraising calls, at presentations to clubs and organizations. Exhibits can be assembled from photographs, clippings, existing audio-visual presentations and is used at a variety of gatherings.

Thank You

-A Recognition Dinner for our volunteers is a low-interest story, but it can be good P.R. if we add an interesting twist. For example, if the Town Supervisor hands out certificates, you've added newsworthiness to the function.

-Certificates and Plaques we give to supporters, special volunteers and helpful officials are likely to be displayed if they're attractive. And they'll further our reputation for practicing good public relations.

-Thank You Notes thanking members, and donors for their contribution, will encourage continued support.

Events

-Special Events draw attention to our organization and bring people to our hikes and meetings.

Fund-raisers, environmental fairs, open houses, awards ceremonies, contests, stunts, receptions, and speeches by V.I.Ps. are examples of special events.

Open houses allow old friends and potential new ones to see our organization in action.

-Sponsorships

Publicity

One component of public relations is publicity. Publicity gets useful information to key people and allows influential audiences to learn more about us. It is media coverage -- news stories, feature articles, talk show interviews, and editorials. Publicity is free; therefore it enhances credibility and has more impact on the reader, listener or viewer than paid for advertising.

Most non-profit groups have at least two target audiences -- the people who use their services and those who volunteer labor, cash or in-kind contributions that enable the program to survive. The most effective communications with each of these groups may be very different. Making sure potential users of our service know how to gain access to it is one important message. Another is that our effective use of cash contributions has produced a tangible benefit for the community and for the donor. Still another might be that our group provides meaningful opportunities for volunteer involvement.

The objective should be to ensure a steady flow of information to our constituents through a variety of channels. That means integrating our media activities with other public relations/communications tools to keep our visibility high among potential members, volunteers, current and potential contributors, public officials, and other groups or agencies, which might lend support.

How to Be Newsworthy
Packaging can make a big difference in whether a story intrigues or gets tossed. What is needed are superlatives--first, largest, most unusual--or heart-tugging human interest. The most important asset--especially with a limited budget --is imagination.

Reporters try to generate news and feature stories that they believe will interest a mass audience. The mass media reaches a large audience and can give our group a shot in the arm. Many newspapers have a rule of thumb limiting feature stories about any group to once a year. Hard news coverage, which includes events, initiatives, and significant activities isn't included in the once-a-year limit. So hard news is what you should strive to create for the greatest mass media exposure.

The Media's Goal
To get publicity we must be newsworthy. Being newsworthy means we meet one of the media's objectives: inform, educate, persuade, or entertain. Before pursuing a story, editors, reporters and producers ask themselves, why would our readers, viewers or listeners be interested in this now?

Identify what journalists call the "angle" of a story. Ask the following questions to help figure out how our product, service, event, or activity can be newsworthy.

-Is it timely?

-Is it innovative?

-Is it different or distinctive? If there are similar services, what sets ours apart from our competition?

-Will it cause change that will effect many people in our community?

-Could it impact the public's health and safety?

-Could it impact an area's economy?

-Is it something that has never been done before, or has never been done before in our community?

-If it has been done before, how is it being done differently this time?

-Does it tie in with a current item in the news?

-Does it tie in with a trend?

-Does it tie in with a particular season or holiday?

-Is it information that previously did not exist? Such as results of a survey or study.

-Does it have emotional appeal? Is it a moving, amusing or inspiring story?

-Is it information that can help people make an important decision or avoid a serious mistake?

News Conferences/Briefings

A news conference (or press conference) is a formal event to which you invite the press to learn more about a newsworthy event. A news briefing is a less formal get together -- you might bring together four or five reporters to give them an update, or fill them in on some new initiative. You can also use the time to answer questions and let the press learn more about what we do. We can hold a briefing in our conference room, over lunch at a restaurant, or another comfortable location.

How to Give an Impressive Interview

Even though the reporter and editor have the final say over what gets printed or aired, it is possible to influence the situation if you are prepared.
The following interview tips will help ensure that the media reports reflect your message or opinions.

-Before the Reporter Starts Asking Questions Find out What the Focus of the Story Will Be.
This is helpful if you are called to give your "expert" opinion or reaction to a news item. You may want to have time to look up information, or consider what your opinion would be, before proceeding with answering questions.

-Plan Ahead
Prepare for the interview by thinking up some questions you may be asked. Practice the answers.

Know our mission statement and be able to describe the goals we must target to attain it.

-Be Concise
Keep your answers short and to the point. Brevity is especially important for television and radio.

-Don't Use Jargon
Try to stick with words most people would understand. If you must use unusual terms, explain them.

-Make a Significant Statement
This should be your goal! Incorporate the question into your answer to create a quotable statement.

-Use Facts and Specifics
Your opinion becomes an expert opinion when it's reinforced with data. Provide exact dates, figures, statistics, events and names. Give an interesting or funny example to illustrate a point.

-Don't Sound like a Commercial.
Hard sell statements will get edited out of the story and the reporter will be reluctant to interview you again.

-Repeat Your Main Point(s)
You can say them different ways to make sure they get across.

-Only Say What You Want to See in Print or Hear on the Air
Just because the microphone or tape recorder is off, doesn't mean the reporter won't repeat something you say. Also, a reporter's goal is to get you to say everything on the record.

-Never Say "No Comment"
You will look as if you have something to hide. Instead say, "I can not provide, that information at this time." Briefly explain why. Or, if you don't know the answer, simply say so.

-Be Honest
You must be truthful to be credible. If you don't know the answer to a question, say so.

-Be Positive
Negative statements tend to reflect poorly on you. Emphasize your strong points, not your competition's weak ones. -Be Cooperative and Courteous
Strive to develop a positive relationship with the reporter so he/she will want to interview you again. Plus, if you are pleasant and fun to interview, the resulting publicity is more likely to be positive. End the interview by saying thank you.

Handling an Unscheduled Telephone Interview.

If you have sent out a news release, you may be called and asked questions over the phone. Be ready by having all your information handy. If the reporter has called you at a bad time, ask, "when is your deadline?" It is O.K. to politely tell the reporter that it's not convenient to talk right now, and you would be happy to call back before the deadline.

Writing a Successful Press Release

A press release is the primary PR vehicle used to communicate news and information to the media. Today, journalists receive a tremendous volume of press releases each week, and many often end up in the trash. Our challenge is to create a release that makes the journalist want to know more and discover that our story is one they must tell. Reporters, editors, and producers are hungry for news, and they often depend on releases to tip them off to new and unusual developments. Much of what we read in newspapers, magazines, or trade publications, hear on the radio or see on television originated in press release form.

To ensure a press release is read it should be received via the preferred medium, e-mail, fax or hardcopy and it must capture the journalist's attention.

-Use an active headline to grab the reporter's attention.

The headline makes your release stand out. Keep it short, active, and descriptive; in other words, use something like "Doe Named Environmentalist of the Year" instead of "John Doe Gets Award."

-Put the most important information up front - the journalist should be able to tell what the release is about from the first paragraph. Otherwise, they probably won't read further.

-Provide specific information.

-Keep it simple.

-Be active and to the point, use language that will get the reader as excited about your news as you are.

-Keep the release short - one or two pages only. The goal of the press release is to engage the journalist, once they are interested you can provide more in-depth background.

-Stress benefits. This falls into the category of "don't say it, show it." Avoid saying something is "unique"

-Consider "what is in it for the audience.

-Make sure your release has a person the journalist can contact for more information. Issue the release on our company letterhead - it looks professional and gives the writer another way to reach us.

The news release is a major tool of the publicist. The news media personnel want your news releases because your information can make their job as reporters easier.

A good news release is a concise, complete description of an upcoming event; a timely report of an event that has just occurred; notification of important personnel or procedural changes in an organization; or other news or feature tips.

Suggestion: imitate a news story similar to one you would like to write. You may also want to purchase an Associated Press Stylebook for news preparation which gives helpful hints (style) on abbreviation, punctuation, capitalization and so on.

Deadlines are important to meet for the news media because they cannot delay publication or broadcasting of news, and it takes time for news staffers to prepare news copy.

For the television news programs, consider providing a visual aspect as well as a news release. Provide newspapers with glossy, black-and-white photographs with who, what, when, where and why information attached. Be sure to identify all persons in the photo.

Contacting the Media

Contact with the media is likely to be a written communication suggesting a story for possible coverage.

-A Personalized Letter sent alone or with a press release can point out a specific angle or suggest story ideas or good interview subjects. Such a letter shows you've taken the time to consider what might interest that particular reporter. As you work with the media, you will become increasingly aware of the kinds of stories that appeal to various people.

-A General Release goes through the WHO, WHAT, WHEN, WHERE and WHY IMPORTANT in a concisely, written style. Releases should be typed, double-spaced, and clearly headed with the name and telephone number of the media contact.

A News Sheet or Fact Sheet ticks off the 5 W’s in very concise fashion--often with times and places underscored to catch a busy editor's eye.

-Calendar Items, if your meeting or event is open to the public, should be in one paragraph detailing the program, place, time and ticket cost (if any) and sent to calendar editors of magazines, newspapers, radio and television stations.

-Public Service Announcements (PSA's) are non-paid "commercials" on a non-profit organization's upcoming event or its on-going services which many television and radio stations will run free-of-charge. Contact the station's public service director to see if the station requires:

A written script for a 10, 15 or 30 second spot (type it double spaced in CAPS),

A pre-recorded spot (which you must produce on your own),

Or ask if the station will record it for you either in its studios or at your site (usually without charge).

Newspapers will publish public service announcements, but you have little control of the content. The shorter you make it the less they will be inclined to truncate it.

Who Should Receive Materials (Media Lists)

Sometimes radio and television stations assemble basic media lists and make them available to non-profit groups. If you have to start from scratch, begin with the phone book and organize your list in categories. Your library may have media references such as Bacon's Publicity Checker or other specialized media lists. Radio, television, magazine and newspaper assignment and feature editors deserve a category apiece, as do talk show producers. Update the names on the media list with regularity as assignments can change fairly frequently. Make two copies of the list: one set up to create labels and another which carries telephone numbers and notes about insertion deadlines.

It is important to keep an accurate database of our media contacts. Getting the right name is as simple as calling and asking whom the right editorial contact is. Then get to know that person. Editorial contacts can be the most important element of our PR campaign. Obviously, reporters are most likely to write about people and organizations with which they have a positive relationship.

Editorial staffs change on a regular basis and reporters often shift "beats." Be sure to review the media list.

Is there another writer or editor at this publication who would also be interested in us?

Press Kit

A press kit is an "information kit" that will provide a journalist with background information about our organization. It is in a folder with our group’s name and logo on the outside. Inside it contains the elements described below. Press kits are necessary for a press conference; a press interview; and whenever you are pitching a story to someone who does not know anything about us. We should send out an updated press kit once a year. The contents of our press kit will change depending on when we are using it. In general, it will include the following:

-Mission Statement

-Annual Report

-Recent press releases

-Background material about our group

-A one-page fact sheet about us

-Photographs of our activities (be sure to include captions)

-Biographies and Photographs of our key members (essential for an interview)

-Pertinent product sheets/brochures

-Contact names and numbers

Media Alert

A media alert is used to inform the media about a press conference, special event, demonstration, or other newsworthy event. It is a one- or two-paragraph "release" that focuses on what will occur, and why the media would be interested in it. It is how you invite the press to attend your event. Here are some situations when a media alert would be effective:

-We are holding a press conference

-There's a special meeting / hearing

-We are presenting a keynote address to a local organization

-We are having a trail starting or opening ceremony

-We are sponsoring a charity event

Be sure the media alert includes the 5 W’s. Also, include an invitation for the press to attend and indicate that photo opportunities are available.

Backgrounder/Fact Sheet

A "backgrounder" tells our story. It should include all pertinent information --about our group--its activities or services, its members. It should be written in such a way that it holds a reporter's interest. Keep it focused on benefits and information. Include a paragraph or two about each of the following elements:

-What we do

-When and why we started

-A brief history of the organization

-Our accomplishments and services

-The focus of our organization

-Our management team (Board of Directors) and other key personnel

Include: organization’s name, address and contact names and numbers

Biographies

It is important for us to have up-to-date biographies of our key members. This is particularly critical when planning press interviews and press conferences, since reporters will want to know about the person they are interviewing.

Focus a bio on the person's current responsibilities. What does he or she do for our organization? Write it in reverse chronological order -- with the most recent information first, and the oldest last. You can also be creative -- talk about what sets a person apart from the crowd, what makes him/her different:

What does this person do in our organization?

Why does he/she do that job well?

What other qualifications does he/she have?

What did he/she do before? Is it pertinent to his/her current job?

Is there anything else about this person that would make me stop and think, "hey, that's really interesting?"