PR Hint for Jan 2006 - Getting the Press on Your Side

With the New Year already in full swing, it is often easy to forget about publicizing our wonderful events and programs each month. So with the New Year we should all resolve to try and promote our libraries to our communities. We know that we have these amazing services and events, but does everyone else?

I found a series of articles that explores some of the tricks to promoting programs/events/classes/ and services on a budget (or with no money at all!) that I'll share with everyone over the next few months. The article is a little long but worth taking the time to read.
This month--How to get the Press on Your Side Next month--How to write Press Releases that get Printed....

Hope you enjoy!
Patricia

How to Get the Press on Your Side
How to make yourself newsworthy and get free press coverage (Excerpt from Marketing Without Megabucks: How to Sell Anything on a Shoestring). by Shel Horowitz, copyright 1996.

It's easy: make yourself newsworthy.

News is anything that other people are interested in. And being newsworthy consists of letting editors and reporters know you're doing something of interest to other people-having an event; telling a story; creating or participating in any occurrence; supporting, opposing, or even merely observing a trend or activity. Editors and producers have the tremendous challenge of coming up with new stories to fill their pages and air slots-day after day, week after week, month after month, year after year. It isn't always easy to fill all that space. Therefore, you become their ally. Your achievements--along with your ability to publicize them properly and work cooperatively with media people--will cause local editors to welcome you with open arms. Not only will you have a very good shot at getting your press release printed (perhaps several times in different sections of the paper), but a reporter might even arrange a more in-depth story. And that is pure gold for you!

Stanley D. Friedman, who produces public affairs programming for WWOR-TV (serving New York City and northern New Jersey), notes that-- even in one of the top markets in the country--he has to seek out people to fill up his allotted airtime. Editors and producers, therefore, will be delighted to hear from you-but only if you are articulate and can present yourself as serving the community, rather than merely trying to seek publicity and make a profit.

Here are some events or situations that often lead almost effortlessly to lots of free publicity: Organizing an event open to the public
Achieving significant recognition in your field
Release of a book or record, opening of an exhibit, etc.
Performing an important service to the community
Running for office
Writing legislation, testifying at hearings, etc. Inventing, manufacturing, or offering a new product or service
Being present at--or, better still, involved in--major news events
Joining or taking leadership in a professional or community service organization--especially one with membership standards
Offering apprenticeships, training programs, classes, or opportunities to volunteer
Teaching, lecturing, or presenting at a professional conference

But you can also get some coverage of far more mundane events. You may not get followed around by a reporter, but you might well get your releases in the paper--and reap all the benefits we discussed earlier. Here are a few examples:

Moving or opening a new branch
Educational achievements (including attending work-related seminars) or other accomplishments by members of your staff
Hosting an open house
Hiring or promotion of employees
Annual meetings
Issuance of any publication available to the public

Use your imagination.
You only risk a stamp, and may gain exposure to thousands of people. The media that promote you have something to gain as well; they need an endless supply of fresh material. But don't expect the media to drop everything and report on you, just so you can get some free publicity. Remember their goals of reporting news and serving the community; you must blend with that agenda. Many editors shy away from blatantly promotional pieces.

Make Life Easier for Your Editorial Allies
Another aspect of thinking like an editor is presenting yourself as the kind of person editors want to deal with. In any oral or written communication with a media outlet, you should be friendly and approachable, articulate and concise. Be willing to answer reporters' questions, even if you have to research the answers and get back to them. (Don't be afraid to say you don't know but can find out, and never give an answer you're not sure is accurate.) If you're running an event or a tourist attraction, let the press in for free to cover it. Finally, know the deadlines and publication schedules of the media you deal with, and understand their importance.
Feature departments, including community calendars or letters to the editor, may have a deadline that applies to you, rather than the reporter. In my area, the newsweekly and the most popular commercial radio station both want calendar notices two to three weeks ahead! Again, respect the deadline and be on time.

The Event: A Cornucopia of Publicity Opportunities
The easiest way to turn the press into your publicity bureau is by having an event. An event gives the press a handle; they understand how to treat events as news, and as promotable calendar items. Having any kind of event makes you automatically newsworthy. So a good trick for you as the publicist is to phrase your activity as an event. Yes, the same techniques apply to other promotable activities, but so many more doors are opened by linking your publicity agenda to some kind of event that I'd encourage you to do them whenever possible.

Get the Media to Invest in You
For community service or entertainment events, enlist newspapers and broadcast stations as cosponsors. Typically, media co-sponsorship means you do the work and spend whatever money is necessary; the station or publication gives you oodles of free publicity, reports on it, and/or broadcasts portions of the event. Electronic media are required to provide public service programming as a condition of their license, and publications have a vested interest in maintaining their credibility as the eyes and ears of the community. Because co-sponsorship demonstrates the media outlet's community interest and also lets the public hobnob with media personalities, a suggestion for co-sponsorship will often be greeted enthusiastically.

Patricia C. Spencer
Outreach & Volunteer Coordinator
Lewis and Clark Library