Plan, Plan, Promote

Getting someone else to tell your story is what publicity is all about. It is usually at no cost and effective. The media are willing to promote a non-profit.

General Tips

• Recognize that your group must constantly work to communicate with the outside world.
• Ask what can you do without much (or any) cost.
• Set short-term goals to become more visible to community groups.
• Set more general, long-term goals that will reach beyond your immediate group.
• Collaborate as a team, make a master list of the best ideas and work these into your goals.
• List ways to bolster your PR, i.e. press releases, promotional events, Internet marketing ideas, etc.
• Designate who is responsible for what, including a time frame for each campaign.

Basic Publicity Tools

• The News Release: This should present your story/event after it occurs and include the 5 W’s. There should be a “hook” at the very beginning, much like the lead paragraph in a news story. Including quotes from an expert, board member or keynote speaker lends credibility and puts a human face on the subject.

• Backgrounder: This is an overview of your group (mission, etc.) and would be included with press releases to provide additional information.

• Media Advisory/Media Alert: An advisory is like an invitation to the media to attend your event. The alert is used to promote an event and is sent out a week or so before the event. In both instances, the 5 W’s are always included.
  
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