Types of Media January 2013

Introduction. The National Member Services Committee has developed a series of National Education Seminars to help our Lodges run more effectively. A number of sessions are available ranging from meeting management to public relations. Just contact the National office for more information ( ).

Topics of Discussion. Strengths & limitations of the different media choices. Newspapers - who to contact and steps to ensure your message is printed. Radio - who to contact and why. Television - How to get your message televised. Outdoor Advertising, Speciality Publications, Direct Mail, Brochures, Flyers, and Posters.

What’s Best. Determining the best type of media is sometimes very difficult. It depends on a number of factors, some beyond our control. A chart of “Media Strengths & Limitations” is available from the National office, It lists the advantages and limitations of each of the different media types available.

Newspapers. There are dailies (competition for available space is intense) and weeklies (smaller budget, fewer reporters, less competition for space). If possible build a relationship with the City Editor (not Publishing Editor or any other editor). Be timely with your story…..as it happens! Editors and reporters are busy people so follow-up on any info you send them. Consider the “Letters to the Editor” page as a way to get your message heard.

Radio. Purchasing air time is an option but radio stations are very often receptive to donating free time. Similar interaction as with newspapers. Get to know the staff/management of the radio station. Radio stations usually have a Station Manager, News Director, Promotions Director (looks after public service announcements), and the Program Director (person who ultimately decides what does and doesn’t go on the air).

Television. Television production is expensive and stations can be choosy about who or what they will cover. Key contacts are the News Director, who overseas the news staff and broadcasts, and the Assignment Editor who assigns reporters to stories. Reporters often develop stories or news items on their own as well, try and establish a contact. Take every opportunity to talk to the News Director and Assignment Editor. Make sure you have the right contact numbers and time constraints.

More TV. Make sure to send your press release to the station at least 10 days prior to the event. If you contact a reporter directly make sure the assignment editor receives a copy of the release (they commonly get lost!!!!). Send a second press release (add more details) about a week before the event. Again check to make sure it was received. Determine if a station has public affairs or community programming that is available to non-profits – explore the potential.

Using PSA’s for TV. Air time is limited – Competition is fierce and donated air time is very hard to come by – you may have to pay for it! Even a small investment hiring a local TV station to produce (make) a PSA and buying limited air time will elevate you above the hundreds of other non-profits asking for something FREE. You may even get matching air time if you give them some business. Don’t forget local cable TV companies – usually small but often very flexible and receptive. Contact the Public Affairs Director.

Outdoor Advertising. Outdoor space is usually sold by two methods  the first is based upon a cost per unit (example, cost of six billboards)  The second is based on cost of doing business. Determine how many people you want to see your message and a package will be developed to meet your needs. “Visual” is key in all outdoor advertising – eye-catching artwork along with a simple message (no more than 10 words).

Types of Outdoor Advertising. Billboards & Superboards – Large display units available in most communities. Primary suppliers, Mediacom Inc. & Hood Advertising. Street Level Outdoor (Pillar Ads) – Rear- illuminated displays normally positioned adjacent to high traffic streets in larger centers. Transit Shelters – Located along high traffic routes in centers with transit service. Can cost as little as $150 for a poster size ad.

Types of Outdoor Advertising continued. Transit Advertising – Bus ads, both interior and exterior. Cards on inside above windows or exterior posters on sides and back. Can also be a totally painted bus (usually expensive). Mall Advertising – Available in most shopping centers Wall Banners and Murals – Large size framed vinyl sheets or hand painted murals on outside of building walls. Electronic Message Boards – come in various sizes displaying 10 to 15 second ads within 12 minute rotation, 24 hours a day. (pixelboards).

Specialty Publications. Trade, professional, technical newsletters, college, farm publications and other well defined groups with common interests or affiliations – may be receptive to the Elks if approached correctly and if share a common link. General circulation magazines (TIME, MacLeans) – not generally very flexible with accepting editorial. Magazines targeted to certain population segments (Fishing, Cottage Life) may be willing to include human interest stories or advertising. Check out their target market carefully to see if they fit with our membership makeup.

Direct Mail. This is the stuff we get everyday in our mailbox and with the newspaper!! Flyers, coupons, brochures are one of the most cost effective marketing tools available. Mailing lists are available (for a price) which can zero in on age, marital status, spending habits and recreational pursuits, to name only a few. The key to using direct mail is to have an objective (a group of people you want to contact specifically). If you can target a certain group that you feel could be prospective members then direct mail makes sense.

A number of brochures, flyers, and posters are available from the National office ( – make sure to check them out). They can be mailed, delivered door to door and posted on bulletin boards in libraries, supermarkets and other high traffic locations. Make sure to include a local contact name and number on your material. Brochures, Flyers, & Posters.

Recap. Newspapers, Radio, and TV all have benefits and drawbacks. A common process is to establish a contact at the newspaper, radio station, and TV station. The better you know them the better chance you have of getting your information covered. Outdoor Advertising, Specialty Publications, Direct Mail, Brochures, Flyers, & Posters all can be used effectively in a marketing campaign, but they all have benefits and limitations.

Putting it into Action. Study the Elks “Public Relations Handbook” available from the National office. Understand the differences between the types of media available to your Lodge. Put together a marketing plan using the media that best suits your need. Establish the costs (if any) for your plan and apply for promotional funding from the National Member Services Committee (call ). Order the material needed from the national office, make the local contacts necessary and put your plan into action.