Publicity is a vital part of any public relations effort. Good publicity will require time and effort on the part of your team. In the form of newspaper articles, television news stories, public service announcements and other vehicles, publicity provides valuable exposure and recognition for Sertoma. To build a successful publicity campaign, a set of goals must be formulated, a plan of action developed and a budget decided.

Publicity can range from a brief mention in a round-up column to a longer magazine feature; from a short announcement of a group activity on a radio broadcast to an hour of airtime. A news story equates to three times the value of the advertising rate, so it is worth your while to seek free media coverage.

Here are a few suggestions on what you may want to publicize:

Be pro-active with the news media. To secure good press coverage, you must actively pursue it. Human interest stories and news coverage are the result of persistence in promoting a Sertoma story with the appropriate news reporter. Personal contact is key to building effective relationships with the media. Time spent getting to know the media and finding out in what form they prefer to receive materials can make the difference between getting the coverage you need and having your news items ignored.

Most media outlets welcome the opportunity to help you to help them with news coverage. Invite print, radio and TV personnel to speak at a club meeting or event. Note: For it to be worth their while (and for your credibility), you must have good attendance. Perhaps one club could host others in the community, or you can have the media speak at your District and Region meetings. Do not forget to invite members of the media to join your club.

Why Media?

Media Survey
Your PR committee should become familiar with local media. Survey your potential outlets. The various sections of daily newspapers (community and business news, sports, features, etc.) attract different types of club-related stories. Business journals, local magazines, periodicals and weekly newspapers are all good vehicles for Sertoma stories. Know what items each one will consider. For broadcast media, become familiar with local news and public affairs programs. Most importantly, prepare a press list of names, addresses and telephone numbers.

The best way to ensure Sertoma news coverage is to develop (or have someone in your club/District develop) personal relationships with the media - from the local and/or regional print media (newspapers, alternative newspapers, magazines) to radio and television media. Attend their seminars and other nonprofit media-related seminars. Introduce yourself if you see them in public, and seek them out. Establish relationships with assignment editors and photographers, as well as with reporters.

Invite members of the media as speakers at your club meetings - no better way to "meet the press" and develop personal relationships! Stay in touch with reporters, editors, etc. on a regular basis, but do not flood reporters with insignificant news releases or tell a reporter something "off the record."

An excellent reference tool to distribute is a Sertoma fact sheet about your club. Bring along a copy of the Sertoman magazine. Tell the editors you would like to send news releases about the club on a regular basis. Find out what specifications or requirements they might have about releases. Be sure to cultivate your media contacts. An ongoing relationship will prove invaluable. Invite media representatives to club meetings - and especially to club events.

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