Getting publicity in local media doesn’t require
rocket science ... or Shakespearean writing ability. I started my
career years ago on weekly and daily papers, and we always welcomed
good local new items.
Things haven’t changed that much since then, except
for the technology -- and, unfortunately, the lower standards of
what constitutes responsible journalism, brought on by ever greater
control of all media by ever decreasing corporate entities that seem
more concerned with the almighty buck than truly informing the
public. But that’s my own private bugaboo and needn’t concern us.
Local editors and broadcasters still welcome
legitimate local articles. BUT your chances of getting publicity
for your group published can be greatly enhanced IF you remember a
few simple facts, and follow a few simple rules.
Names Make News,
especially local names -- and you have an advantage here, because
all of your members are local residents and many are well-known by
many other residents. So use names in your releases, and identify
them: “Joe Smith, Woodland Hills CPA,” “Sam Brown, Canoga Park
resident for 40 years,” “Jane Jones, prominent local relator.” DO
NOT try to make your ident a small ad for the person, however: “Jane
Jones, prominent realtor with offices at 18645 Ventura Blvd.”
Use Active Verbs,
especially in your headlines and leads. They add energy and give an
article more life. BAD: “The Warner Center Kiwanis Club plans to
sponsor a benefit for the Pacific Boys Lodge, at which they hope to
raise $10,000 for the local youth facility.” GOOD: “Warner Center
Kiwanians plan to raise $10,000 in benefit for Pacific Boys Lodge.”
Keep it Short:
your sentences should be short and punchy. So should your article.
Ideally, hold it to 2 or 3/4 of a page. Only go to a second page if
you have a relatively complex story to tell.
Don’t Cry Wolf
and bombard the media with releases about every little thing your
group plans. Do send information regularly to papers and stations
that print or air an Activities Calendar or something similar, short
reports about meetings, guests, topics, etc. Save your releases for
special events.
No “Grab & Grin” Photos, Please!
Editors will use pictures IF they are good quality glossies and if
they do more than show a few people grinning and exchanging
handshakes or plaques. If you plan an ergonomics meeting, show
several members sitting correctly in front of the computer, using a
mouse pad, wearing special computer glasses, etc. Have several
people discussing the menu for a benefit banquet with the chef. In
short, use your imagination & show some creativity -- then see how
many more photos editors will use from your group.
Develop a Local Media Database.
Cooperate with each other on this one, list every news outlet you
can identify and keep the list current. A tip: I was doing
publicity for a bicycle group and a mobile home park up in Ventura a
few years ago. When I delivered a PR release to a city office, I
mentioned I was trying to build a media database. “Hey, I can help
with that!” said the lady in charge of the office. She copied her
list and handed it to me. It was a goldmine; would have taken me
weeks, maybe months, to compile on my own. So use your contacts and
those of other members to see if you can’t find ready-made media
lists from various sources to get you started.
