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MEDIA
OPPORTUNITIES
Features
Features are behind the scenes stories of human interest
that have emotional appeal. There is a wealth of material
for feature stories in the various activities of a Sertoma
club. The various hearing and speech project activities,
including SERTOMA SAFEEARS!, and/or National
Heritage projects that our clubs sponsor are excellent topics
for a feature or two. There are many angles here for you
to explore. Better Hearing & Speech Month, celebrated
each May, gives you an excellent opportunity to share stories
about our communicative disorders-related programs. National
Heritage projects, during February, are other options. The
SERvice TO Mankind award, one of our primary non-Sertoman
recognition programs involving the community, is another
excellent feature presentation topic. The club's Sertoma
Affiliate offers opportunities; talk with the Affiliate
to put a "face" with a story. Talk with the Affiliate
and see what you can develop as a story idea. The individual
member is another possible feature on which you may want
to capitalize. Learn as much as you can about your members,
their individual professions, avocations and/or hobbies.
Editorials
Editorials are prepared by the newspaper or media representatives
themselves. However, editors are not aware of every worthy
subject. A suggestion from you, presented tactfully, with
complete facts, may bring a positive response. Caption such
stories "For Editorial Comment" and be sure to
address them to the editorial department.
Letters to the Editor
For years, publications have included a section titled "Letters
to the Editor." This is one of the best-read sections
of any newspaper and is another excellent opportunity to
enhance your club's visibility. Note new programs
or the community service accomplishments of the club, and
recognize members who have been instrumental in the success
of local events. Or, ask an event attendee or someone your
club has helped to write a letter to the editor thanking
Sertoma. Always sign your letter and include your address
and telephone numbers. Today, this feature is incorporated
on what is now called the "Op-Ed" page that means
just what the title infers: This is a page reserved for
opinions and editorials.
Opinion Editorials
The Opinion Editorial (Op-Ed) is another free source of
advertising. Please see the sample Op-Eds, such as National
Heritage and SERTOMA SAFEEARS!/Better Hearing
& Speech Month, that may be sent to your local newspapers
- the club president or publicity chair should e-mail or
mail it, along with his/her photo (.jpg format for e-mail).
Most local papers welcome Op-Ed essays/guest columns, and
word count varies - check your "How to Reach Us"
section on the editorial page. Two versions are posted on
the Sertoma Web site: a generic for clubs without specific
programs and a specific release for clubs to "fill
in the blanks."
Sports
Most publications report on amateur as well as professional
events. Local publications also concentrate on local happenings.
The sports page is the place for news about the soccer league
your club sponsors or the softball team you support, or
even for news about your club's bowling team. These
and many other events are possibilities for the sports page.
Family News and/or Kids and Teens Page
Many newspapers now carry a Family Page that includes news
about family activities sponsored by the Sertoma club. Do
not forget to promote the events of your Serteen club or
activities relating to your freedom and democracy programs.
Sunday Edition
Many publications have a Sunday edition or weekend edition
in which special attention is given to those community activities
that do not generally fall in the category of "hard
news." Contact the editor and see what you can do to
promote your club's special projects. Deadlines are
very important for this kind of publication.
Newspaper Inserts
Consider designing a newspaper insert - alone or with other
clubs in your area. The insert could focus on "hooks,"
such as SERTOMA SAFEEARS!/Better Hearing
& Speech Month, National Heritage or national celebrations
mentioned earlier in this section. The insert may be costly
but has good "impact." Or, if you sell ads, a
newspaper insert is a viable fundraiser and membership recruitment
avenue for the clubs. For newspaper insert guidelines and
a complete insert template, please contact Headquarters.
Talk Shows
There are literally hundreds of hours of free airtime available
on TV and radio public affairs programs. The keys to securing
an appearance are:
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Keep
"pitch letter" to producer short.
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Use
background information to show why your appearance on the
show would be of interest.
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Suggest
a few thought-provoking questions to be asked during the
interview.
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Provide
brochures or news clippings to help sell your idea.
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Bring
along visual aids (if on television).
Public
Service Programs
Public service programs are local community service talk
shows produced by television and radio stations. The station's
public affairs director can assist you in setting up appearances
on these types of programs.
Community calendars are listings of upcoming local events
announced during a station's news broadcast. They
provide an organization with the opportunity to gain some
additional publicity at no cost.
Public service announcements (PSAs) are short commercial
spots ranging from five to 60 seconds, announcing area events
or information beneficial to the public. The airtime for
these PSAs is donated by the television or radio station.
PSAs are not news but simply announcements that can be aired
several times to increase the public's awareness of your
Sertoma club and its efforts. They should be written in
a conversational tone, as though you were talking to someone.
Copy should be double-spaced and typed on club letterhead
- or sent by e-mail. Contact the station's public
service director about scheduling and approving your PSAs.
In many cases, the station will assist in creating and taping
the announcements.
Our national service project, SERTOMA SAFEEARS!,
is an excellent opportunity to promote Sertoma's mission
and your club. Radio and TV PSAs are available from Headquarters.
Your local media can add a tag-line to let listeners/viewers
know how to contact your club. The PSAs are generic for
year-round use, in addition to during May's Better Hearing
& Speech Month.
Cable television and radio are other ways to obtain extra
media coverage. Find out what is available in your area
and how many hours are devoted to community service programming.
Public access stations are another source of free airtime.
Many radio and television, including cable, stations have
talk shows. Write to the producer of the program at least
a month ahead, and follow up by phone.
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