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Public Relations. Why is PR important for NARFE membership and the Community?. Presented: April 29, 2009 NC Federation of NARFE Chapters Annual Convention. How do we define PR?. Defined in Webster’s Dictionary as: - PowerPoint PPT Presentation
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Public Relations
Why is PR important for NARFE membership and the Community?
Presented: April 29, 2009
NC Federation of NARFE Chapters
Annual Convention
How do we define PR?
Defined in Webster’s Dictionary as:
the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution
Why do we care about PR?It is important for gaining and
maintaining public understanding and support.
It is essential for informing elected officials and for influencing legislation and policies that affect federal retirees.
It helps highlight the public service contributions being made by NARFE chapters and federations.
It helps to attract new members.
The Secret’s Out…
Seems like a daunting task, but it is easier than you think!
Every member can do PR.
Membership and PR
The Best PR is members talking to friends, neighbours, family
Bring guests to a NARFE meetingBe visible in your local communityWear your NARFE pin
Discussion
What type of PR activities have been done in your chapter?
What can the federation do to support the chapters in PR activities
Make sure all guests at NARFE meetings get some kind of material about NARFE
Produce a simple leaflet about the chapter
Why Should We Promote NARFE and Our Activities?
The elevator message
What is NARFE?Who belongs to it?What does it do?
A Valuable Resource There are many
marketing tools already available.
The important thing was making you’re aware of the resources and how to use them.
The NARFE Public Relations Handbook was developed to introduce these materials and provide simple how-to instruction guides.
Easy Promotion Ideas
Newspapers – allow you to communicate more information than radio and TV stations. Send those news releases!
Radio PSAs – these announcements cover specific NARFE programs as well as general information about what NARFE chapters do.
Easy Promotion Ideas
Cable TV – if your community has a local cable TV company, contact them about putting your message on their local access channel.
Libraries – Give extra copies of The NARFE magazine to your local library. Attach a sticker with contact information for your chapter.
Easy Promotion Ideas
“Welcome” kits – many communities have kits that are given to new residents with promotional materials from local businesses and organizations. Supply NARFE materials.
Easy Promotion
Community Events – participate in local parades, fairs, sports tournaments and holiday celebrations. Wear your pins, display your banner and give out handouts.
Official Proclamations – local, state and even federal officials issue a proclamation for a special event or anniversary.
Easy Promotion Ideas Billboards – billboard companies
frequently carry messages by nonprofit organizations as a public service. Chapters will have to pay for the cost of printing.
Chapter Business Cards – print up special cards with your meeting time and place and a contact name and number. Distribute them to friends, co-workers and at community events.
Media Relations 101:When to Say What to the Press
Why Even Deal With The Media?Pro-Active
Get your message out in an “objective” medium
Educate the public Establish yourself as an expert Place positive stories about issues Respond to negative stories
Meet the MediaWhere Do We Get News?
1. Local television news – 59%2. Newspapers – 42%3. Radio – 40 %4. Cable TV news – 38 %5. Network news – 34%6. Online news – 29 %
Defining the Media Print Media
DailiesWeekliesMonthliesMagazinesWire services
ElectronicTVRadioWeb
SitesBlogs
Accessing the Media
They come to you Want your comment as
expert Negative story about
you
You go to them Releases/Advisories Special Events Ltrs to the editor/OpEd Editorial Board
Meetings
oHard newsoNews feature
oSeriesoHuman Interest
oBusinessoSportsoEditorial
Types of News Stories
Media List
Know How the Media Wants to Get InfoSmaller local papers: Releases that are
written as news articles
Larger outlets: Releases with bulleted info that can be scanned for topics of interest
TV: Shorter, topical stories with good visuals
Radio: Shorter, topical stories, good sound bites
Revolving Media Door Type of media market drives personnel
turn-over Keep your lists up to date
Understand how journalists see themselves Their job is to uncover and report They are busy Do their work for them
Reporters 101
Find out who covers local news Print: various editors/reporters & beats TV & Radio: Assignment Editors
Get to know them Interests/Angles—contribute to them Deadlines Two way street How do they want to cover the news on their
beat?
It’s All About Relationships
Meet The Media
Reporters choose stories that:Get them noticedHave audience appeal (generate ad revenues)
Beat the competitionWant to appear objective
Developing Relationships with Your Media OutletsBe accessibleBe honestBe politeProvide simple, direct responsesDon’t say “no commentRespect deadlinesAvoid speaking off the record or
on background
Pitch Your Story to the Media
Pitching Your Story
Telephone calls are the most effective way to communicate with reporters.
Reporters are on paper overload.
Pitching Your Story
Target your reporters.What if you don’t know
who to call?
Pitching Your Story
Find a “hook” for your story.
What is the “hook” for the NARFE Alzheimer’s Fund
campaigns?
Pitching Your Story Making the call
Always pitch the story first.
Keep it short and punchy!
Be enthusiastic and helpful.
Never lie to a reporter!
Pitching Your Story
Deadlines.
When is the best time to call reporters?
Pitching Your Story
Only pitch to one reporter per organization.
Close the deal.
Offer to send information.
Pitching StoriesKnow what is going on in your
chapter Meet with officers … what they are doing Watch internal e-mail reminders and
announcements for story ideasDevelop unique angles and have
everything in place (interview and photo ops, releases, etc) before pitching Media are busy/lazy
Keep Momentum GoingSend thank you notes to reportersTell them what a great job they
did Send follow up thank you letter to
the editorIf you know a national story is
breaking, call your local paper to see if they want a local angle
The Message
Message=
Key bits of information you want your audience to know
Effective Messages
Key Messages are: Concise Active Positive Short Specific
Start With The Facts
Do not assume Be accurateAvoid jargonMake the facts accessible Be consistent and repetitive
The Math of Messaging
During The InterviewDuring The Interview
Stage Fright!
Tips and TricksTips and TricksTips and TricksTips and Tricks
Pausing
Repetition
Consistence
Blocking
Assertiveness
Flagging
Headlining
Bridging
The shortest route between the reporter’s The shortest route between the reporter’s question and your message.question and your message.
Bridges help you take control.Bridges help you take control.
BridgingBridging
Telephone InterviewsTelephone Interviews
Print Interviews
Live Studio Interview
Arrive early. Make-up?Look at host – use host’s nameStay conversational.State messages early & often.
The Remote InterviewLive / Live to tape
Interview structure?
Be alert to time limits.
Use host’s name.
IFB - Technical issues
Assume you’re on.
Maintain eye contact.
Talk ShowsTalk Shows
RadioRadioDelivery
Voice
Inflection,
Pace
Need To Speak “Visually”
What If the Story Is Not What You Expected?
Crisis Communications
Have a plan in place before a crisis hits
One person speaks with the mediaInternal Communication
They’ll be asked by friends and neighbors Rumor Control
Have a message and stick to itStay ahead of the crisis
Questions
