making news!smyrna 2014

Welcome

City Of Smyrna Quarterly Workshop

SeriesAllan & Cathy Lipsett

August 14, 2014

Times Have Changed

� Communications has come a long ways since the old days. We have a more instant, intimate communication 24/7.

� By using a varied media of contact, your group can reach multiple audiences simultaneously.

Making News! ● Lipsett & Associates ● The Bright Side ● August 14, 2014 ● 2

What Is News?

� Merriam Webster says:

1 a : a report of recent eventsb : previously unknown information <I've got news for you>c : something having a specified influence or effect <the rain was good news for lawns and gardens —Garrison Keillor> <the virus was bad news>2 a : material reported in a newspaper or news periodical or on a newscastb : matter that is newsworthy

Criteria Of News

The criteria by which news is judged are:

� Is it new?

� Is it unusual

� Is it interesting or significant?

� Is it about people?

What Is News?

� We focus on “good news” and specifically local news.

� Murders, fires, scandals usually come from official sources.

� You are generating news about your events, those things that are closest to home.

� You make local news.

Making Your News

� Programs that are new and different.

� Solutions to problems.

� A success story about a club member or outcome of a project

� A new happening in your club

� Sponsoring an event

� A fundraiser

� Program in a school

� Participation in an International program

Defining Your Message

� What do you want the public to know about your event, about your organization, about your work in the community?

� One concrete example of the work of the organization. Why in the context of your organization is this a success story?

� Include your address, phone number or e-mail address. Don’t assume the reporter will pick it up from the stationary.

Get To The Point

� The “nut” paragraph: The one sentence or paragraph in your release (perhaps the last paragraph) that answers the question, what is your organization?

� Not the mission statement, not the history. Keep it short.

� If they don’t read anything else, this is what they will need to know about you.

A Sample ‘Nut Graf’

The Rotary Club of Metro City is a part of District 6900, comprised of 70 Rotary Clubs in Georgia with close to 5,000 members. Rotary International is a volunteer organization of business and professional leaders who provide humanitarian service, and help to build goodwill and peace in the world. There are approximately 1.2 million Rotary club members belonging to nearly 33,000 Rotary clubs in more than 200 countries and geographical areas. Membership in Rotary is by invitation.

Which Media Is Best?

External

� Newspapers

� Radio

� Television

Internal

� Newsletters

� Website

� Bulletin

Questions To Answer

� Who do we want to reach with the message?

� What is the time frame for the story?

Some media lend themselves to a more immediate message, others require a longer window to place the story.

� What news outlet would be interested in this type story?

� Is it photogenic? (TV vs. radio)

Social Media

� A means of communicating with those who are already ‘following’ you.

� Don’t send press release via website.

� Don’t send competitors’ stories.

News vs. Advertising

� Advertising & Editorial are separate departments at most media outlets.

� There is no charge for news, but space is at a premium

� Advertising costs money.

� Advertising is the reason newspapers exist to publish news.

The Media List - Print

� Atlanta Journal Constitution � newstips@ajc.com

� Marietta Daily Journal � jgillooly@mdjonline.com

� The Bright Side � news@brightsidecobb.com

� Neighbor Newspapers � Neighbornewspapers.com/pages/stories

� The Powder Springs Messenger � psmessenger@bellsouth.net

The Media List - Broadcast

� WSB TV 2 – newstip@wsbtv.com

� WAGA TV 5 – myfoxatlanta.com

� WXIA TV 11 –11alive.com/about/contactus

� WGCL TV 46 – cbs46.com

� Google your station

Making News! ● Lipsett & Associates ● The Bright Side ● August 14, 2014 ● 14A

Writing The Press Release

� Create a letterhead with your club/church name and a logo

� Include contact information

� Keep it short and simple

� Include basic facts: who, what, when, where, how, and why

� Make sure everything is spelled correctly

� Include a quote from your club President or another spokesperson if appropriate

� Know the deadlines for the medial outlets you choose

� The Nut Paragraph

Writing The Press Release

Remember the five W’s:

� Who?

� What?

� When?

� Where?

� Why?

Answer these in the first one or two sentences and you’ve hooked the attention of the editor.

The 5 Ws

� Who – That’s you. Also it’s a good idea to have a local name involved in the release.

� What – The essence of your event, your news?

� When – Give the date and time. The full date, not just Friday.

The Rest Of The 5

� Where – Give the location, including the full address. If it’s off the beaten path or you are hoping a photographer will be there, include directions from a known location. The directions can be in a separate note from the press release proper.

� Why – Here’s a chance to get your message out. Say you are holding the event to raise funds for your project and tell what the project is about; or you have opened a new branch of your business because you are expanding your services.

� The Nut Paragraph

Additional Tips

� The 5 W’s should be short and to the point. Past the first or second paragraph expand on your messages.

� Putting a quote from your spokesperson as the second or third paragraph is also a good idea. Reporters like quotes and the message can be delivered through a quote.

� “The Metro Rotary Club’s golf tournament will benefit the children of Metro County,” President Bill Smith said..

� Do not try for cute or fluffy – stick to the facts – but keep the facts interesting

� Keep it short. One page is good, two may be necessary

Name A Spokesperson

� Who is the spokesperson for your organization?

� The president, committee chairman or program chairman.

� The contact person may change from story to story, but designate a contact person in the release.

Sample Press ReleaseROTARY CLUB OF HOMETOWN

For immediate release

Contact: President namePhone number/email address

Date: March 28, 2014

METRO ROTARIANS ATTEND COLUMBUS DISTRICT ASSEMBLY

Rotary Club of Metro President-elect John Doe attended the annual District 6900Assembly in preparation of his/her upcoming year as head of the local organization. In addition to Doe, current President Jane Smith and 16 other club members attended the assembly.

The Assembly was held on March 28 at the Georgia Convention and Trade Center in Columbus. During the break-out sessions, Rotarian Bob Jones participated on a panel on the Rotary Foundation.

“I am looking forward to my year as head of this outstanding Rotary Club,” said Doe. “It is an honor to follow Ms. Smith in leading this club. We will be continuing to serve our community, following the Rotary motto of Service above Self,” he said.

Rotary International is a volunteer organization of business and professional leaders who provide humanitarian service, and help to build goodwill and peace in the world. There are approximately 1.2 million Rotary club members belonging to nearly 33,000 Rotary clubs in more than 200 countries and geographical areas. Membership in Rotary is by invitation. District 6900 is comprised of 70 Rotary Clubs in Georgia with close to 5,000 members.

Sample E-mail Release

Mary Perdue to Speak at Rotary Meeting

� Marietta, Georgia – March 09, 2009 – The Rotary Club of Marietta, will meet Wednesday, March 11, 2009 at 12:15 p.m. EDT. Georgia First Lady, Mary Perdue will address an audience of approximately 150 members of the Marietta Rotary Club. The meeting will be held at the Hilton Atlanta/Marietta Conference Center located at 500 Powder Springs Street Marietta, GA.

� Members of the media are welcome (Please call if you wish to attend).

� Media Contact:� Jason Waters� The Rotary Club of Marietta� (404) 555-8787

Photos Make News

� A Photo has value of news story

� Have a club photographer document the events of the club.

� For a special speaker or project, arrange for a photo with the editor and do so several days in advance of the event.

� Take your own photo. (email .jpg separately)

� No more than five or six people in the photo

� Be natural

� Get as close-up as possible

� Write a cutline that tells what is happening and identify the people left to right

Some Photo Tips

� From Good to Better

� Speaker Alone – ho-hum

� Speaker with local members, sure to be published

� Keep backgrounds uncluttered

� Use a recognizable backdrop.

Internal Communications

� Newsletter� Web Page� Announcements� Your club Public Relations Chairman works with all club

committee chairmen to keep abreast of projects and programs. The public relations chair should keep members informed

� Through the club bulletin� Through e-mails� Through a face book group page� Through announcements at meetings

� It is important for clubs to communicate at the local club level, the district level and the international level about your activities, programs and achievements

How to Make News

� Write a letter to the editor

� Position yourself as an expert

� Offer something free –testing, coaching, meals, entertainment

� Finish this sentence: “My experience in this area has taught me that….”

� New products or services; new programs

� Publicize your awards

� Highlight your milestones.

Where to Get Help

� Google Public Relations Tips

� Your club web page – Rotary, Lions, Key Club, Toastmasters – has a guide to PR on its web page

� Organizations have guidelines on how to use the name and symbols (logos).

� Have releases reviewed up the chain of command

� Call or e-mail outlet

Examples

� The Good, The Bad and The Better

� We welcome your questions

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