Publicity is the “secret pathway” to a growing, dynamic and successful computer club, the kind everyone wants.  In simple terms, publicity is a kind of advertising that costs you nothing, yet can bring people to your events and new members for your club B not to mention increased community awareness and respect.

That’s why you should want, and strive for, as much publicity as possible.  Its “free advertising” and can be essential to the growth of your club.  However, your publicity efforts should be well thought out, and pre-planned for maximum results.

The first and basic form of obtaining publicity is through what is know as the press or news release.  This is generally a 1-page story about your computer club and event/happening related to your group that is about to, or has recently occurred.  These publicity stories are generally “shot-gunned” to all the various media: local newspapers, radio and TV, and even trade publications, in some cases.  For user groups, newsletters published for employees or customers by companies in your local area might also be fertile sources of publicity.

Homeowner groups also publish newsletters for local residents and might consider using your material if it seems relevant or useful to their members.  It should be fairly easy to see them on using your information about community improvement events, fund-raisers that benefit local charity organizations or such things as Computer Fairs that provide helpful services available in their areas.  In this case, remember that publicity can be a two-way street; your club might consider publicizing appropriate Homeowner group activities in your own newsletter, if appropriate.

Problem number one is getting the people to whom you’ve sent these publicity stores, to use them B publish or broadcast them.  And this leads us back to the “right way” of writing and sending them in.

In every case, sent a short cover letter addressed to the person you want your material to be considered by: This means that you send your story to the city editor of the newspapers; the new directors of the radio or TV stations; and the managing editors of the various trade publications.  Usually it will do you no good to send your material to the advertising, circulation or business managers - describing how you’re a long-time advertiser, subscriber or listener.  The most important thing is that you make contact with the person who has the final say so to what is to be published or broadcast.  If you can establish any kind of personal relationship, even over the phone or via e-mail, so much the better.

Local weeklies and neighborhood papers are fairly easy targets.  They are always short of staff and welcome any material that can reasonably pass as “news” for their readers. If the press release is well-written and delivered well before deadline (as least two weeks), it will be published more often than not.

The cover letter should be a short note, on a memo-sized sheet, not a full 8-1/2xll page.

On this note sheet, begin with the date across the top.  Skip a couple of spaces and then quickly tell the recipient of the note: the attached material is new and should be of real interest to his/her readers, viewers or listeners.  Something like this:

“Here’s something about an event planned by and for local residents that should interest your readers.  Please take a look -- any questions, or if you need more info, give me a call at: (555) 123-4567 (full contact information on attached release.”  Skip a few lines, type your name and sign your name about where you’ve typed it.  Staple this note in the upper right-hand corner of your news release.  This note should be typed and double-spaced.

Now you need the actual publicity release, which also must be “properly” written if you expect it to be used by the media.  Use a proper style (see Anatomy of a Press Release).  The release should be short; no more than 2 to 3/4 of a page, double spaced.  Leave generous margins at top, button and sides -- at least 1 inch all around.

Include a headline that will attract attention and arouse interest.  Use active verbs.  Even if editors don’t use the heading as-is, they will appreciate your effort to make life easier for them.  And, believe me, the easier to use you make your release, the greater chance you have of it being printed or broadcast.

Suffice it to say that your headline, and the story you present to the editor, must sell him on the benefits of your activity to his readers.  Unless it specifically does this, he’ll not use it.  These people are busy people.  They have not got the time nor the interest in reading about your trials and tribulations or plans for the future.  They want only “a flag” that alerts them to something new and or probably real interest to their readers.

Sell the editor first.  Convince him or her that your club’s activity fills a need and/or will interest a large segment of his readers, his viewers or listeners.

When an editor uses your publicity release, always follow-up with a short thank you note.  Never, but never, send a publicity release to an editor and then call or write demanding to know why he didn’t use it, use it as you wrote it, or only gave you a quick mention.  Do this once, and that particular medial likely will “round-file” any further material received from you, unopened!  If your first effort is not used, then you should review the story itself; perhaps write it from a different angle; make sure you’re sending it to the proper person - and try again!

Publications deadlines are critical.  Be sure to note deadlines in your Media Database.  For best results with dailies, always try to time it so your material reaches the editor in time for the Sunday paper.  That’s when the papers have their greatest circulation; the most space is available; and people have the most time to read the paper.

For articles you’d like to appear in the Sunday paper, you’ll generally have to get your release in at least two weeks prior to the date of publication.   If you’re in doubt, call and ask about the deadline date.

IN SUMMARY:

Choose the media most likely to carry your press release (which means being somewhat familiar with the different papers and broadcast outlets).  Those that carry similar write-ups on a regular basis are your best targets.

Always use a cover letter of some kind.  It pays to call ahead to find out the name of the person to whom you should send your press release.

Use the proper press release form, complete with a headline that will interest the person deciding whether or not to use your item.

Be sure your press release if letter perfect - no typo’s or misspelled words. When your item is used, send a thank you note or call the editor and thank him/her for using your press release.

Never, but never, call or write an editor demanding to know why he/she didn’t use your press release, why he/she had it rewritten or cut it short -- just try and try again!