Public Relations Basics

The first thing to do is consider your real objectives with your publicity efforts. Do you want to draw attention to the cause that is important to you? Do you want to increase participation in an event? Do you want to recruit volunteers for your project? The answers to these questions will guide you in your efforts. And please be sure to check out our Recruitment page, which talks about reaching volunteers and participants.

Communicate with your local media people. Stories written about what you are doing are free and the media is always looking for attention-grabbing news! As you publicize your TWCCTW Day project, you'll also be gaining coverage for your business or organization as well.

1. First make a list of your local daily and weekly newspaper reporters, editors, any local and regional magazines, and TV and radio stations. Don't forget wire and internet services as well.

2. Next make some calls. Know what you're going to say before you call.

• Make notes of the most important elements they'll be listening for -- who, what, when, where, why, and how. Give sufficient "lead time" -- usually a minimum of two weeks for radio and newspapers.
• Keep it very short, compelling, interesting, and appropriate for the news department you're calling.
• It's also important that you are not talking about you, but rather about the people who will be reading or hearing the story.
• If possible, add a visual -- is there one house you're working on? Is there one location where you're accepting donations?
• If you don't get an interview, ask if you can send a news release. Be sure to find out their preferred method of receiving releases, i.e. e-mail, media kit, or fax.
• Don't be intimidated - just call, be yourself, and speak the truth about your project.

3. Before you start talking - be sure to ask "Is this a good time to talk? I just need 2-3 minutes of your time." Editors, reporters, journalist, DJ's are all very busy people.

4. Now send news releases. The people you've talked to will recognize your story and are much less likely to "delete" or "trash" it. Be sure to send it in the format they requested.

• Make the release personal -- reporters need to tell stories.
• Tie-in your story with an event that typically generates interest -- Super Bowl, Academy Awards, start of school, World Series, Thanksgiving, etc.
• Invite the media to your project -- list times when cameras would be appropriate.
• Direct it to the public service director at your local radio stations.

5. Write a public service announcement (PSA).

• These are free.
• Be aware of lead time -- usually about two weeks -- don't wait until the last minute!