What is it?
Freakshow, History Channel video
New York Times
General news tips
Print, Westword ROCKS!, Weeklies and community newspapers, Magazines, newspapers, professional journals
Web, Your organization's Web site, Other Web news opportunities
Attendance or participation?
Sales or donations?
Ongoing support, Funding, Votes
Less tangible changes, Behavioral, Attitude
Get out your wallet
Work?, Large employers, Paycheck envelopes, Fliers/posters, Internal newsletters and Intranet, Event hosting, sponsors, partners, Small employers, Office complexes, Unions, professional associations and other networking, Industry, Professional associations, Special interests, Newsletters, Web sites
Home?, What kind of home?, Apartments, Townhomes/condos, Single family/neighborhoods, Community, Community centers, Posters/Fliers, Event space, Recreation centers, Posters/Fliers, Event hosting, People doing specific activities, Libraries, Posters/Fliers, Event hosting, Bookmarks, People doing specific activities, Quiet, Itellectual, Schools, Parent organizations, Teacher organizations, Backpacks, Newsletters, Print and Web, Cheap advertising, Fliers and mailers, Stories and calendar items, Real estate agents, Regular mailing, Newsletters, Mailing lists, Neighborhood resource, Local businesses, Restaurants, Fliers, Sponsors/partners, Coupons, Stores and service providers, Fliers, Sponsors/partners, Coupons, Local government, Web sites and newsletters, Partners/sponsors, Neighborhood resources
Traditional, Newspaper, Sponsorship, Calendar, News story, Society or other column, TV, Anchor involvement?, Community Relations or Public Affairs, News, Radio, Live broadcast, DJ mention, News
Alternative, Comcast, Weeklies, Never forget Westword!, Social Media, Facebook/MySpace, Twitter, Meetup, Second Life & other virtual worlds
Hobbies, Art, crafts, Cars, motorcycles, Home improvement, Movies, entertainment
Sports, Kids' soccer, hockey, baseball, etc., Golf, Tennis, Basketball, Pro sports teams, Never underestimate the power of local, Never underestimate local fans, Running or biking
Social activities, Eating out, Movies, Clubs, bars, Dogs, pets, Bowling or whatever!
Identify individual messages, Separate combo messages, Create talking points, Choose words carefully
Know your message exactly!
Pick the right message
Boil it down and make it simple
Consider your audience, Use language that is clear to your audience, Include or avoid jargon, Don't go over their heads, but don't condescend either, Tailor message for different audiences, Keep asking yourself: What's in it for me?, Principles of news and newsworthiness are helpful in understanding audience needs and desires
Do you believe your message?
Can you promote it?
Can you keep it straight?
Everyone in the organization needs to know the message
Everyone in the organization needs the exact words and talking points
Prominence, Plane crashes involving Kennedy family in Boston are more interesting than plane crashes involving the Andersons in Pocatello, Argue this point all you want. Prominent people become prominent because they are interesting.
Importance, Some things are important and you need to know them., Totally unsexy, but important things: economy, government, infrastructure...
Proximity, Plane crashes in New York are more interesting than plane crashes in Turkey, Think closer to home
Identification, Stuff that you notice because you identify with it, Personality profiles, Features that hit close to home: school kids, families, warm and fuzzy stuff, tug at your heartstrings stuff.
Oddities (Freakshow), Bus Full of Nuns Holding Babies, Blind golfer
Relevance, What's in it for me?, Why should I care?
What the media wants, Pictures, Sound, Action, Experts, A story that fits into the criteria for news
What does your event offer?, Visuals?, Experts?, Photo ops?, Celebrities?, Human drama, conflict, emotion, freakshow, etc.?, Relevance
Promotional materials, News release or advisory, New node, e-mail, e-mail, e-mail!, Post on your organization's Web site
What not to do, Don't stage anything...ever!, Don't expect media to be on time., If you publicize a scheduled time, stick to it., Don't embellish your offering