getting the word out a short guide to publicizing youth related events

GETTING THE WORD OUT

A short guide to publicizing youth related events

Prepared byThe Seven Stewards Group of the 2006 Leadership Southeast Vermont Project

in collaboration with

Help Empower Youth!Youth Initiative of Windham County

Why do I need this?

OK, so you and your group or organization is doing GREAT stuff for young people in your area -- but do others know about it?

The more others know about the great stuff you do, the more they are going to value it and support you in doing it.

How’s this going to help?

We’re going to give you some proven tips for getting the word out through papers, radio and TV stations.

We’ve also done some leg-work for you and have names and phone numbers of people you can contact to get the word out.

What’s “publicity” look like?

There’s several basic types -- each tells your story in a different way:– Calendar of events listings– Press releases– Feature articles– Radio & TV announcements– Radio and TV feature shows– Website publishing

We’ll cover each of these separately.

Calendar of Events Listing

The easiest to do!


Almost every local paper has a Calendar of Events column.

Some run this daily, other papers run it every few days.

It informs the public that something is happening, but doesn't provide detailed information.


A listing is short and to the point:– day and date of the event– what the event is– where it is– cost (if any)

Who do I send it to?

See our resource list for names, e-mail addresses, etc. for sending your release in.

Most papers want events calendar information at least a week before the event.

PRESS RELEASES

Short and to the point

Press Releases

A press release announces an event or something that is real news.

It lets the public know brief details so they can come to the event, or it announces something special about your group or organization that you are proud of.

Press Releases

A press release needs to:– get the point across quickly -- no

more than 250 - 300 words;– have enough details, but not too

many (more about this in a minute);– be about something more interesting

than the same old thing everybody else is doing.

Writing a Press Release

A press release should be like a pyramid:

the pointsome details

maybe a quote or twosomething about the group


The first paragraph should tell the reader all they need to know– the event, the date, the time and

place, and the purpose;

– the honor or award you’re bragging about and who it is from.

Writing as Press Release

The second paragraph can fill in a few details:– what the event is about, or what it

hopes to accomplish;

– why this award or honor is unique and what it is about.


The third paragraph can be a quote from someone involved -- but don’t do this if it sounds lame– the quote gives a personal opinion to

generate excitement , and fills in a few details along the way;

– quotes almost always begin with “I am very……”


The fourth paragraph can fill in more details about your group or organization– this should not be information critical

to getting your word out;– it fills in what you’re about;– if an editor needs to cut your press

release, this is the stuff they will cut.

Add a picture!

Take a great, dynamic looking, picture to send in with your release:– readers scan pictures first, and a great

picture will get them to read your news;– digital photos in jpg or tiff formats

are easiest for papers to run, but if all you have is a print, try sending it in anyway -- sometimes a paper will scan it in.

How do I put this together?

– Gather your information– Read several newspapers to see how

other people do it– Imitate them!

It really is that simple.


See our resource list for names, e-mail addresses, etc. for sending your release in.

You can send a press release to many papers. They will treat it like any news item and not mind that other papers are running it too.

LEGAL STUFF

Important for you to know!

Legal Stuff

There’s no good place to put this, so we’ll cover it here just to warn you --

• if you are talking about someone, you may need to have their permission first. If that person is under 18 you may need their parent’s permission.

• This is even more important if you are running a picture of someone!

• Yeah, it can be a pain, but you still need to do it.

• And yes, get it in writing.

FEATURE ARTICLES

Longer “human interest” articles that are unique

Feature Articles

A feature article needs to:– be about something truly unique, and

show something about how people in your group interact with the community;

– focus on personal actions, or how people have changed because of what you do;

– not trash anybody else in the community (newspapers need to please ALL their readers!).

Writing a Feature Article

Most papers run feature articles -- they are the human interest articles on the inner pages, usually at the top of a page.

Read several of these before you try writing one to get a feel for what they contain.

Writing Feature Articles

Get your idea together– make sure it is unique to your group

or organization;– think about how you would tell the

story to someone;– make sure you focus on what people

did and how people were changed.


Write a first draft– the first sentence should grab

people’s attention;– it should be about a person, not an

event,– it should talk about emotions as well

as facts;– aim for 300 - 500 words.


Have someone not involved with your group read your draft– be open to their feedback, even if

they find it not too good;– listen to what they think would make

it more interesting;– remember -- this is not about news, it

is about people.


When you think you’ve got it done, call the paper and ask if you can send it to the features editor for their review.

Many papers will be happy to give you hints on how to make it better.

Add a Picture!

Yes, pictures help here too. The best ones show individuals interacting with each other.


See our resource list for names, e-mail addresses, etc. for sending your release in.Papers want their readers to think that a feature article is unique to that paper. So send your feature to only one paper. If they don’t run it, then trying sending to to a different paper.

Legal Stuff (again)

Yes -- you may need to have permission to write about people, and may need permission from the parents of anyone under 18.

Yes -- it is best to get permission in writing from parents.

RADIO ANNOUNCEMENTS

Real short and to the point

Radio Announcements

Radio announcements should be:– only 30 to 60 seconds long;– filled with only necessary information.

Radio Announcements

Most stations want you to send them copy for their announcer to read.

Some stations will let you record your own announcement -- call and check with them.

Writing Radio Announcements

Keep information to the minimum:– name of organization or group– name or kind of event– place– day and date– time


See our resource list!

You can send radio announcements to several stations. They will treat it like any news item and not mind that others are broadcasting it too.

TV ANNOUNCEMENTS

Those banners scrolling across the screen

TV Announcements

Public Access TV stations are pleased to run announcements– some have programs dedicated to

showing events that are happening in the area;

– others scroll information across the bottom of some video footage of local scenes.

TV Announcements

You can get more information into a TV announcements than a radio announcement.

BUT -- you may not be getting to the audience you want to get to.

Writing TV Announcements

Write these just as you would write a radio announcement– name of organization or group;– name or kind of event;– place;– day and date;– time.


See our resource list!

You can send TV announcements to several stations if they cover your area, since the announcement is news.

RADIO AND TV FEATURE SHOWS

Talk Shows

Radio and TV Feature Shows

Commercial radio stations, and public access TV stations, usually do talk shows.

These are 15 or 30 minutes long, and involve one or several people talking with someone from the station.


These shows are usually in a question and answer format.

Talk shows usually have an interviewer who asks the participants to talk about what’s going on, how they like it, what they see the problems might be, and so on.


The interviewer is frequently someone from the station -- almost always on radio shows.

Public Access TV can provide interviewers from the station, but will be open to letting you make your own show. You’d provide the interviewer and the participants.


Several participants are better than just one.

More people provide greater variety, and can jump in if one person freezes up.

Three or four people are best -- more than that and it gets too confusing.


These shows can be GREAT if the participants are comfortable talking to people: – interviewers will go over in advance

basic questions they plan to ask;– but the participants need to be able to

“think on their feet” since the interviewer may decide mid-way to ask a different question.


And let’s be honest -- these shows can be DEADLY if the participants sit there saying “ummmm………”


The great things about these sorts of shows is that public access TV may wind up playing them over and over again to fill air time.

Your message gets to different groups of people at different times of day.

CREATING YOUR OWN TV SHOW

Fun and empowering!

Creating Your Own Show

Public Access TV stations will usually be happy to train you to:– operate TV cameras;– operate the editing board (picks

which camera shot goes on tape);– handle your own sound;– edit your show and add in titles,

music, and so on.

Creating Your Own Show

Call your local public access TV station and ask if you can visit. (See our resource list.)

This can be a great way to get your word out and to learn new skills that you can use later.

WEBSITE PUBLISHING

You have more control over what gets published and when it appears.

Website Publishing

There are two easy ways to get your word out over the internet:– using an organization’s website– using a public access website

Website Publishing on an Organization’s Site

If the organization you work with has a website, talk with the tech person to find out how you can post announcements or articles on the site.


Write your news item or article as if you were sending it into a paper and then simply post it on the organization’s website.

There is no editor involved, other than you.


Having no editor can be good:– your story doesn’t get trimmed down– you control when the news goes out

Having no editor has its drawbacks too:– no one other than you is checking your

spelling, grammar or punctuation.


All the legal concerns about publishing in a newspaper would still apply:– you may need permission from the

people you mention or quote in the article

– you may need permission from anyone whose photo you include


The BIG drawback to publishing on your organization’s site is this: you reach a limited audience.

Your news only gets out to people who check the site and then check for news.

Website Publishing on a Public Access Site

To reach a much wider audience, look into using local public access websites.

These sites let any individual post information or an opinion.

Your news gets out to anyone browsing the site for news or information.


To publish on a site you usually need to register.

Different sites have different rules, but most let you use an alias.

However, most do require a way to get in touch with you if they have questions.


Public access sites usually have some basic rules about what you can talk about, or how you can say it.


If you stay within their rules you can say pretty much whatever you want to.

A site volunteer usually reads what you submit to make sure it follows their guidelines.


Here are the URL’s for 3 local public access sites:

www.ibrattleboro.comwww.iputney.comwww.windhamspeaks.com

BE MEDIA SAVVY

Watch, Read, and Listen

Be Media Savvy

The best way to learn how to get your word out is to become aware of how others do it.

Be Media Savvy

Read local papers -- see what they run, how they word it, what length they limit things too.

Learn what a press release looks like, and what a feature article “sounds” like when you read it.

Be Media Savvy

Listen to the public service announcements on your favorite radio station:– pay attention to what they include;– learn what makes you tune out.

Be Media Savvy

Watch public access TV– OK, maybe you find some things on

public access TV not interesting;– How would you improve that show?– How could your own show be dynamic

and something people would want to watch?

– Go for it!

BUILD CONNECTIONS

Get to know…. Get yourself known

Build Connections

Drop by the offices of the places you want to use for publicity– get to know the editors and managers;

– practice your pitch first;

– ask what you can do to get your word out effectively;

– almost all of them will want to work WITH you to make this happen.

GETTING THE WORD OUT

Your news, in your voice, counts!

Resources

There are many helpful websites, and a web search will yield many possibilities. Some we looked at in preparing this were:– www.ereleases.com– www.publicityinsider.com– www.ehow.com– www.lunarelcipse.net/pressrelease– www.xpresspress.com

Sources

We are indebted to the following for sharing so willingly of their expertise about broadcast media:Peter Case, WKVT Suzanne Groenewold and

Ray Lemire, WCFR Bruce Johnson, SAPA TVMary Morin, WNNE Frederic Noyes, BCTV TVDan Taylor and Anson Tebbetts, WCAX TV Tim Johnson, WTSA Noel Webster, FACT TV

Sources

We are equally indebted to the following for sharing their expertise about print media:Rod Arnold, Springfield Reporter Dan Bustard, Eagle Times Bob Smith & Rebecca Epler, Message for the WeekSabina Haskell, Brattleboro ReformerRoger Riccio, Greater Falls Chamber of CommerceJohanna Sorrentino, Rutland Herald

The Seven Stewards

Members of Leadership Southeast’s 2006 class, who called themselves The Seven Stewards, are:Michele Coursen, Black River Produce

Ronda Duflacas, Vermont EntergyVictor Horvath, Health Care & Rehabilitation ServicesHeather Lanoue, The Gathering PlaceSean Long, Chittenden BankSherry Providence, Retreat Healthcare

Anita Woodcock, Brattleboro Savings & Loan

Why “The Seven Stewards”?

Robert Greenleaf (1904 - 1990) was an American essayist whose first career was in management research and development.

He suggested that community leaders need to see themselves first as servants or stewards of their communities -- as individuals who focus first on the welfare of those they serve.


Greenleaf wrote that as stewards of their communities, leaders need to ask three questions about their actions:– Do those served (the members of the

community) grow as persons?– Do they, while being served, become healthier,

wiser, freer, more autonomous, and more likely themselves to become stewards?

– What is the effect on the least privileged in society; will they benefit or at least not be deprived?


The members of The Seven Stewards group caught fire with this concept, and have been proud to make their own attempts to live it out, in part through the preparation of this “press kit.”

We encourage you to do the same!

More about Robert Greenleaf and his work can be found at www. greenleaf.org

getting the word out a short guide to publicizing youth related events

Documents

group slide

point slide

unique slide

press release needs

press releases short

events calendar information

tv feature

calendar of events listings