Presentation on theme: "1. 2 Getting Started » Appoint a Director of Public Relations › Not a Committee › Responsibility is Key › Set Expectations - CT Freemasons Newspaper -"— Presentation transcript:
2 Getting Started » Appoint a Director of Public Relations › Not a Committee › Responsibility is Key › Set Expectations - CT Freemasons Newspaper - Lodge Website - Lodge Facebook Site - Local Media Outlets
3 Getting Started » Appoint an Official Lodge Photographer › Use own camera or have lodge provide camera › Several photos to give best opportunity for good exposure › Share photos as soon as possible - Consider a shared web portal
4 Recognize Your Audience » Recognize who your audience is » Not all newspapers and magazines target the same audience Which section of the newspaper or magazine does your item belong? If you are not sure, then the publication won’t know either!
5 Write For Your Audience » Write your item specifically toward the audience you are trying to reach » If you are submitting an article to a society magazine, it should reflect that tone » If you are submitting an article to the local newspaper, it should reflect a broad array of news that will resonate with the local community » Don’t forget to consider a press release to be read on the radio, as several local radio stations often announce upcoming public events
6 The 5 W’s of Journalism » Who » What » When » Where » Why Depending on what the story is, how and when you answer those W’s may change. A lede, which is a journalism slang term for the first sentence or two of a story (i.e. lead), is an incredibly important part of the process. You need to hook readers with your lede and, in some cases, relay the important parts of your story. You need to draw a reader in while telling him why the story matters.
7 Write With a Partner » Is there someone who will write an article with you? » A co-author might add some recognition value to readers, if they are well-known in the community
8 Use the Recognition of Other Organizations » Consider citing other local organizations in your article that have high value in the community » Non-profits working together often resonate highly with local community readers
9 Electronic Options » The publication industry is in the midst of a huge transformation with much reorganization » Often the venues for local community groups have been transferred to websites and directory listings » Check these websites to see if there is a section where your news item belongs
10 Build a Relationship » Truly effective “public relations” is all about relationship building » Don’t just e-mail an article, press release, or photo to “firstname.lastname@example.org” » Call the newspaper or magazine and ask to speak with the person who would handle your news Remember, these people are just like you—often overwhelmed by a flood of e-mail communications on a daily basis. If they can flag an e-mail from you for special attention after you contact them, you have already gained an advantage.
11 Where Does Your News Belong? » You must ask yourself, is your news item truly newsworthy to others outside the organization? › Often the news of a lodge is best suited to the Connecticut Freemasons magazine › Your best bet for publication of lodge-specific news is with an internal Freemason publication, your own lodge website, facebook site, or blog Think of your masonic news outlets as an “employee newsletter”…use them to get your membership interested, excited, and proud! Your lodge’s website news might draw interest from visitors and turn them into prospective brothers!
12 Reciprocate » Consider placing a small paid ad in a newspaper for an upcoming event such as a Pancake Breakfast fundraiser » Low-cost way to open the door to the possibility of future press opportunities » Once they know you, you have an advantage
13 Thank Those Who Help You » If someone at a newspaper or magazine has been especially helpful for you in getting your materials published, send them a hand written thank you note on lodge stationary on behalf of the lodge brothers › In today’s electronic world, that one envelope landing on their desk will get much more attention than any e-mail
14 Utilize ALL News Outlets » Investigate your local news outlets thoroughly › Newspapers › Online Local News Sites (Patch) › Radio stations › Magazines › Television Stations (?)