VALECO Media Relations
Guide
METHODS OF COMMUNICATING WITH THE MEDIA:
There are a number of ways to communicate your message to
the media. The most commonly accepted forms are press releases,
public service announcements and phone calls. Every important
release should be followed by a phone call to the editor in charge.
Tell them about your event and ask them to preview it if they
can. This is known as an "advance." Be sure and list
your event with the calendar editors as well.
Public Service Announcement (PSA):
The Public Service Announcement (PSA) is free advertisement
from your office to the public via the media. PSA's are brief,
half-page, double-spaced typed announcements detailing something
important you want the public to know. PSA's are most often used
in radio and TV broadcasts.
When To Use Public Service Announcements:
Public service announcements are only for events or activities
that are free and open to the public, or for fundraisers for
non-profit organizations (the Fire Department Chili Cook Off,
Kiwanis Make-A-Wish Day.) Most radio and television news takes
less than 30 seconds to read. That's why PSA's work in this medium;
the newscaster or on-air deejay can read it on-air directly,
in around 30 seconds.
Don't write in the first or second person, such as "you
should donate a toy" or "they should contact."
Always use third person: Anyone; people; etc. Send it
out on your department letterhead or news release form. Send
it to the editor of the section it applies to: features, news.
Or, send it to the reporter directly if you have a good relationship.
Press Release:
The most common way to communicate with the media is through
a press release. A press release is detailed description of your
program and event, giving all the pertinent information a reporter
will need to get your message to the public. You should always
include the following in your press releases:
1. Who is doing the event? Who
is it for?
2. What is the event?
3. Why are you doing the event? Why
is it important?
4. When is the event?
5. Where is the event taking place?
6. How is the event happening? What will be
going on? Be specific.
Always include the name and phone number of a contact person
who can answer questions about the event.
Phoning an Editor:
Editors and reporters don't have time to chat, but they will
listen if you have something meaningful to tell them. Tell them
succinctly what you're doing and ask for their help in getting
the word out. Be aware of their time constraints and don't take
it personally if they're abrupt or keep the conversation short.
Always end your conversation by thanking them for their time.
When a story runs, call and give a short thanks.
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