EffEctivE Public RElations: a GuidE foR EastERn REGion ... · • avoid clichés, hype words, euphemisms and flowery adjectives. • Beware of negative connotations. • avoid discriminatory

EffEctivE Public RElations: a GuidE foR EastERn REGion chaPtERs

Theljewa GarrettRegional Director

Naya FrazierRegional Representative

Delta Sigma theta Sorority, inc. • eaStern region

Tina Hernandez, Journalist • Naki Pratt, Journalist • Shauntel Ellis, Design Chair

Edition 1 MaRch 2015


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Why Publicize

publicity is a necessity in society. It is a means for Delta Sigma Theta Sorority, Inc. to reach people in need of our services. The goal and objectives of your public relations plan should be stated clearly and simply. The goal is the broad statement of the desired outcome.

Your chapter should develop and implement a comprehensive public relations plan/timeline that fits your budget, targets the desired markets and promotes the programs and initiatives of your chapter. Your objectives are to:

• Increase awareness of your programs, initiatives and activities

• Increase donations/expand fundraising

• Position your chapter as a positive, vital force in the community

• Establish viable working partnerships with external community organizations and community leadership • Increase positive recognition, enthusiasm and support for your chapter as a leader in the delivery of quality youth programs

Who is your audience?

Internal Audiences • Members of Delta Sigma Theta Sorority, Inc. • Alumnae who were initiated in your undergraduate chapter (Collegiate Only)

External Audiences, Current and Potential • Members of the other Divine Nine fraternities and sororities and civic organizations • General population of your service area • News Media • Business and economic community leaders • Community service leaders and organizations • Politicians including legislators, mayor and civic officials


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communications Planning

Communication plans organize messages and resources to maximize and take advantage of publicity opportunities. Strategic communications plans can be developed for each activity or program. Working with the media is a cost-effective way to inform the community about who we are and the programs and services we provide.

Public Relations is not expensive and is one of the most effective ways to reach the community we serve. These questions should be addressed when creating a communication plan:

Once these questions are answered, the communication plan can be constructed. This plan may employ a number of elements to foster communication. These elements may include news releases, media alerts or advisories, pitches (e-mails or letters), news conferences, or letters to the editor. No matter what method your chapter uses to contact the media, it’s important to understand who the media are, how they work and what is considered “news.”

What is neWs?

• What is the main goal of the event? • Why should the media want to report on the event?• What should the media tell the public about the event, program or our organization? • Who is the audience? • What media will be the most effective in reaching the audience? • What resources are available?

News Is

NOVELTY

News is now. It’s timely, immediate. It’s about people. It’s innovative, useful, amusing. It’s “I never thought of it that way…” News is novelty. It’s unique, a contradiction, conflict or controversy. It’s a snapshot of a rapidly changing world. The bottom line is that news is what the reader decides it is. That’s why it’s important to think, write and speak with the reader in mind. Ask yourself why would a reporter consider this news? Why would a reporter care?

NEWS IS

NOVELTY


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Developing a positive relationship with the news media takes a lot of work. Building relationships with your local news sources can be one of the most beneficial things you can do to help your chapter grow.

These relationships will not only get information into the hands of your audience, but will raise awareness of events, programs and activities and rally community support for your programs.

What’s not neWs? • Internal awards, retirement • Anniversaries, unless significant • Organization cooperation and people

working together are not normally news (although “human interest” stories can provide material for features)

Press and neWs releases

Press releases provide information about an issue, an event, performance or other newsworthy item in a standardized format. In deciding to write a release on a certain subject you might consider asking the following questions:

PreParing the release

Press releases should answer the five W’s in the first paragraph. Who? Who will make / is making the announcement? What? What does the media need to know? Where? If an event or news conference is being announced, include where it will take place. Be sure to include clear directions and parking information. When? When will/ did the event/ announcement take place? Why? Why is this event important? A release should give a reporter a compelling reason to cover your event or announcement.

• Will this story be of interest to a large number of readers?

• Does this story talk about a large number of people in the community?

• Does this story speak of a special noteworthy event or something that would have

special significance to the community?

• Is this story out of the ordinary?


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• Be concise. edit your copy to remove excess words and puff terminology.

• Try to keep your message on one page. • All facts should be correct. Check and

double-check the copy. • every name should be spelled correctly.

Check and double-check the copy.

• Check for grammatical errors. Check and double-check the copy.

• avoid clichés, hype words, euphemisms and flowery adjectives.

• Beware of negative connotations. • avoid discriminatory language. • Never lie or stretch the truth.

tiPs for effective Writing

• Don’t mail press releases—

use e-mail if at all possible

• Don’t send large

attachments with e-mail

• Don’t check on the status

of the releases forwarded

or ask why it didn’t run

• Don’t send releases not

tailored to the publication

• Don’t rely on “best,

greatest, etc.” instead of

finding the unique angle

which works

What not to do in Press releases

• Flush all copy left • List organization name, address, telephone number

with area code and contact person at the top left corner

• Include release date or FOR IMMEDIATE RELEASE • Skip one line • Begin copy • Use –END- or these identifying symbols “# # #”

under the final paragraph to indicate the end of the story

• Do not send an attachment or imbed images in the e-mail that make it too large

• If jpegs are available, you can indicate this in a note to the editor. You might want to post jpegs online for download and include a link in the release

neWs release FormAt—E-mAIl


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Press Kits

Press release Components

The next step is to make sure that the press release includes all of the necessary elements to attract media and end-user attention. Completing the checklist below prior to contacting your distribution provider will help you save time and avoid a lot of back-and-forth while trying to piece these items together.

• Headline – The headline should grab readers’ attention and draw them in for more. It should also be short enough to be tweeted, about 100 characters, leaving your audience some space to add hashtags, comments, etc.

• Subhead – This is where you can add more detail with a descriptive sub-head, which informs search engines and further engages readers

• Dateline – Includes the city of origin and the date of release. Be sure to include a contact name, phone number, and email address for journalists and bloggers to use if they are considering picking up your story and require more information

• Boilerplate – This is the space to tell your readers about your organization. Keep it brief, avoid jargon and include your website URL

checKlist for Press Kits

Cover memo and press release with contact name, telephone number, e-mail

Fact sheet on the event

History of the event

Quotes or comments by experts or critics

Select press clippings

Visuals: photo sheets of available jpegs, charts, etc.

Background on key players

annual report, if applicable Standard one-page description of your organization


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Public service announcements

How to Produce and Air a PSA

Both radio and television stations commit a portion of air time for free public service spots on behalf of nonprofit organizations. PSAs are announcements or reminders of events or services helpful to the public.

First call your radio and TV stations and ask to speak to the Public Service Director or check their website. Find out what kind of spots they run, what rules apply, what their time limits and formats are and to whom and by when should the PSAs be submitted.

Your pSa should focus on free events that provide accessibility to the general public to special performances, events, festivals, etc. Submit your TV or radio PSA script to the station for approval before you go into production. This can save you from wasting time and money.

Your chapter name should be heard and seen twice during a pSa. a phone number and Web site address should also be given.

If you can view publicity as a way to reach out to people in need and people who can help you

in your efforts to do good, then you will have discovered a treasure that provides an unending

supply of resources.

PUBLICITY IS A NECESSITY

aPPEndiX

Page 9 Page 10 Page 11

eveNT pReSS ReLeaSe TeMpLaTe

PhOTOGRAPhIC RELEASE FORM

AP STYLE BOOK ReMINDeRS


page 9

Event Press Release

Contact Information:

[Company/Individual]

[Contact info]

[Company/Individual] Presents [Name and/or Description of Event]

FOR IMMEDIATE RELEASE

[City, State] – [Company/Individual] will present [Name of Event], taking place at [Location of Event] on [Date], and featuring [performers, guests, showcases, etc.].

[Company/Individual] is proud to bring [Name of Event] to [Location of Event] for [the first time, the tenth year in a row, etc.]. [Name of Event] will [further description on what will take place at event].

[More details about event; include ticket prices, if applicable, and where/how to purchase tickets].

[Quote from performer, guest, previous attendees, critics, etc.]

[Boilerplate – Chapter and Society Info].

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PHOTOGRAPH AND VIDEO AUTHORIZATION AND RELEASE FORM

I/We, _______________________________________ (“Parent/Guardian”), as parent(s) or legal guardian(s) of ____________________________________, give permission for ______________________ Chapter of Delta Sigma Theta Sorority, Incorporated (the “Chapter”) to publish on the Internet or media still photographs or moving images, including, if applicable any sound recordings accompanying the images (“Images”) taken of my child at the Chapter’s Youth Initiative Programs July 1, 2013 – June 30, 2014 without payment or any consideration and without notifying me. I/We understand and agree that these Images will become the property of the Chapter, which shall have complete ownership of the Images. I hereby irrevocably authorize the Chapter to publish or distribute these Images for the purpose of publicizing the Chapter’s programs, including the Chapter’s Youth Initiative Program or for any other lawful purpose. In addition, I waive any right to inspect or approve the finished product wherein my child’s likeness appears. Additionally, I waive any rights to royalties or other compensation arising out of or related to the use of the Images. I/We hereby hold harmless and release and forever discharge the Chapter and any of its officers and members; Delta Sigma Theta Sorority, Incorporated; its officers; National Executive Board; employees; members; representatives; agents; and assigns from any and all claims, costs, suits, actions, judgments, and expenses which my child, his/her heirs, representatives, executors, administrators, or any other persons acting on his/her behalf have or may have by reason of the use of the Images. This release specifically includes, without limitation, a complete release and discharge of any liability by virtue of any editing, distortion, alteration, or optical illusion, whether intentional or otherwise, that may occur or be produced in the taking of or editing of said Images, unless it can be shown that such was maliciously caused, produced and published solely for the purpose of subjecting my child to conspicuous ridicule, scandal, reproach, scorn and indignity. I/we hereby certify that I/we are the parents/guardians of ___________________________________________, and do hereby give my/our consent without reservation to the foregoing on behalf of my/our child. ________________________________________________________________ Parent/Guardian Signature Date ________________________________________________________________ Print Name _______________________________________________________________ Parent/Guardian Signature Date ________________________________________________________________ Print Name


page 11appeNDIX

AP Style book reminders:

Below are guidelines that I have to continually remind myself to follow. I hope you will find them useful! Call me if you have any questions. If I don’t know the answer, I will find the answer.

Time should be formatted: 11 a.m. (with the periods) and you don’t have to write 11 a.m. this morning because a.m. implies this morning.

In a series use commas to separate elements. Do not put a comma before the conjunction ( but, and, or) :

o The flag is red, white and blue.

o The event was attended by sorors, legislators and CEOs.

o (If it is a complex series you can put a comma before the conjunction)

I had orange juice, toast, and ham and eggs for breakfast. (The last item in the series is a complex phrase, so it is OK to include the comma before the conjunction to reduce confusion in reading)

Avoid overusing caps.

Avoid overusing exclamation points.

When compound modifiers ( two or more words that express a single concept) precedes a noun, use hyphens to link all the words in the compound, except the adverb modifier very and all adverbs that end in –ly

o A bluish-green dress. (two words express a single concept and appear before a noun, so it should be hyphenated)

o A very good time. (the noun is modified by very, so it should not be hyphenated

o An easily remembered rule. The noun is modified by an adverb that ends in --ly, so it should not be hyphenated)

Direct quotes:

o “I have no intention of staying,” Soror Smith replied. (begin quote mark – quote – comma – end quote mark – person being quoted)

or

o Soror Smith said, “The presentation was very inspirational.” (person being quoted – comma, begin quote mark – quote –end quote mark)

Only one space after a period ending a sentence (yes, in high school we are taught to have two spaces between a period ending a sentence and the beginning of a new sentence – in articles for print and online it should only be one space)

When using numbers, spell out numbers one through ten. Use the numeric form for 11 and higher.

o There were 150 sorors attending the cluster meeting.

o There were eight workshops offered.

Only capitalize a title when it is referencing a specific person. If the title appears after the name, the title should be lower case.

o Soror Sue Smith is the new chapter president.

o Chapter President Sue Smith is doing a great job. (capitalize the title because it precedes the name of a person)

o A new chapter president has a lot to learn. (the title should not be capitalized, it is not referencing a specific person)

AP Style book reminders:

Below are guidelines that I have to continually remind myself to follow. I hope you will find them useful! Call me if you have any questions. If I don’t know the answer, I will find the answer.

Time should be formatted: 11 a.m. (with the periods) and you don’t have to write 11 a.m. this morning because a.m. implies this morning.

In a series use commas to separate elements. Do not put a comma before the conjunction ( but, and, or) :

o The flag is red, white and blue.

o The event was attended by sorors, legislators and CEOs.

o (If it is a complex series you can put a comma before the conjunction)

I had orange juice, toast, and ham and eggs for breakfast. (The last item in the series is a complex phrase, so it is OK to include the comma before the conjunction to reduce confusion in reading)

Avoid overusing caps.

Avoid overusing exclamation points.

When compound modifiers ( two or more words that express a single concept) precedes a noun, use hyphens to link all the words in the compound, except the adverb modifier very and all adverbs that end in –ly

o A bluish-green dress. (two words express a single concept and appear before a noun, so it should be hyphenated)

o A very good time. (the noun is modified by very, so it should not be hyphenated

o An easily remembered rule. The noun is modified by an adverb that ends in --ly, so it should not be hyphenated)

Direct quotes:

o “I have no intention of staying,” Soror Smith replied. (begin quote mark – quote – comma – end quote mark – person being quoted)

or

o Soror Smith said, “The presentation was very inspirational.” (person being quoted – comma, begin quote mark – quote –end quote mark)

Only one space after a period ending a sentence (yes, in high school we are taught to have two spaces between a period ending a sentence and the beginning of a new sentence – in articles for print and online it should only be one space)

When using numbers, spell out numbers one through ten. Use the numeric form for 11 and higher.

o There were 150 sorors attending the cluster meeting.

o There were eight workshops offered.

Only capitalize a title when it is referencing a specific person. If the title appears after the name, the title should be lower case.

o Soror Sue Smith is the new chapter president.

o Chapter President Sue Smith is doing a great job. (capitalize the title because it precedes the name of a person)

o A new chapter president has a lot to learn. (the title should not be capitalized, it is not referencing a specific person)

Documents

EffEctivE Public RElations: a GuidE foR EastERn REGion ... · • avoid clichés, hype words, euphemisms and flowery adjectives. • Beware of negative connotations. • avoid discriminatory