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GUIDELINES
The media expect Sertoma clubs to follow certain guidelines
when seeking free media coverage. Although similar, these
guidelines will vary somewhat from one media outlet to another.
Look for the "Hook"
Newsworthy stories help the media and at the same time provide
publicity for you. What makes news? Some ideas that usually
warrant publicity are human interest, warmth, humor or unusual
events in peoples' lives. Always seek to humanize and localize
your story - put a face (or a family) with your story. Often
reporters will not attend news conferences; instead, they
want a face and a story, not statistics. They want to know
impact - how you have made a difference, rather than how
you proceeded.
In larger cities, particularly, it is difficult to gain
the media's interest. Try to think of a hook or a "warm
and fuzzy" for any press item. Or, spot a trend. Talk
to editors about it and find people who can illustrate that
trend.
Include a call to action - ask the reporter to insert a
box listing where to send donations.
Make sure you put all local media on your club bulletin
mailing list. They may find story possibilities you may
have missed.
Newspapers
Newspapers, whether daily or weekly, generally have more
space available for longer, more in-depth articles. Take
advantage of "volunteer opportunities" or "club"
sections in your newspaper and/or in "zoned" or
"neighborhood news" sections to recruit members
and promote your local activities and meetings.
Broadcast Media
Radio and television are immediate. They focus on local
concerns and are free. If you want free airtime, follow
these rules:
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Provide
a biographical sketch of anyone to be interviewed, along
with six to eight points to be covered. If a name is difficult
to pronounce, give phonetic spelling.
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Time
your copy (if you are recording an announcement). Standard
announcements for radio or TV should not exceed 50 words
(or eight lines of copy).
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Radio:
Call each station. Ask about the station's needs and deadlines
(typically at least four weeks prior to the event, sometimes
the previous quarter). Contacts may include the public relations
director, program director, promotions director, general
manager or public affairs director.
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Do
not forget community or public radio stations. These stations
often have local interest segments, and you could be a guest
on a program.
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Similarly,
some television stations have public affairs programming.
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Television: Check with the program director, public service
director or the general manager about video tapes and which
format the station can use, including digital. Also, photographs
often may be converted by the station to digital or tape.
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Typically,
television will not cover an event that is in the past,
and the producers will not let you know until the day of
the event whether they can possibly shoot the event. Even
then, if something pressing comes up, your event will not
receive coverage. Typically they will not cover an event
from 3-6:30 p.m. Do be prepared if you receive a phone call
an hour in advance.
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Pitch
weathercasters with your cause. Ask them to include your
event in their forecast and/or to report live from your
event - in front of a Sertoma banner.
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Be
visible! Your club could volunteer to staff the phone banks
(wearing Sertoma apparel, of course) during a public television
fundraiser. Also, get with telethon chairpersons in your
area and volunteer to run the telephone banks for those
shows.
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