The Mechanics of Publicity and Public Relations

Print and Broadcast Media

Media outlets fall into two major groups: print and broadcast. Both should be used to target information about your local activities.

Print Media

• Newspapers include daily, weekly and community papers — secular, diocesan, ethnic and state council publications.

• Magazines include state and community publications, company and association publications, as well as general and special-interest magazines, such as sports or youth publications, and Columbia.

• Newsletters include council, church and organization (senior citizen, chamber of commerce, local service clubs) bulletins, and library and school publications.

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Broadcast Media

• Radio includes AM, FM and online stations with news or talk segments or shows.

• Broadcast television includes network, independent and local television stations (and their Web sites).

• Cable television includes cable stations with local-origination programming available. Not all local cable companies have local programming capabilities, so check your television listings or call the local cable operator to find out which stations have local programming.

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Defining Target Markets

Reaching the right people with the right message is critical to a successful public relations/publicity program. First, look at the subject of your message. Who should receive that message? Are you trying to reach families, young people, community leaders, business people or general audiences?

As you develop your media list, you can match your target audience to the appropriate media outlet to reach that audience. The media can tell you who their audiences are.

For example, if your council in Peoria is planning a major activity or event that requires public support, the appropriate medium is Peoria’s Journal-Star, not the Chicago Tribune.

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Duplication

Your release should be clearly printed on appropriate Knights of Columbus letterhead. Be certain that the copies are legible and clean

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Distribution

Distributing news and feature releases requires attention to several mechanical functions.

Hand-Delivered
If you are in a small community, you may want to hand deliver your releases. This is an effective personal touch.

Fax or E-Mail
Most reporters have distinct personal preferences on how they receive news releases. A reporter may have an e-mail address, but may strongly prefer to get a time-sensitive release via fax or in other “paper” form.

Mail Distribution
If you mail your releases, send them first-class and address them by name to a specific contact. Call the media outlet for the name of the individual to whom your release should be directed.

Electronic Distribution
There are professional services that specialize in distributing news releases by electronic wire directly to media newsrooms. If you have any activity that is particularly timely or important, and has interest beyond your local community, this vehicle can be useful.

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Timing

To be successful, publicity must be timely. Similarly, the success or failure of an event often depends on the publicity surrounding the event. Your council should use publicity for two main purposes: (1) to announce forthcoming events in order to ensure full participation by members or the public, and (2) to inform members and the public about the accomplishments of the council and the Order.

Proper timing of your releases can make the difference in getting media coverage. You should schedule your release about an upcoming event so that the media has it in hand at least two weeks prior to the event or activity. Follow up with phone calls closer to the time of the event.

For releases that pertain to new members or officers, results of fundraising or other activities, plan to get the release to the media as quickly as possible and no later that a few days after the event or activity. There is no news in old news.

Your credibility as an information source will falter if you extend last-minute invitations to the media or send announcement information after the program or event has taken place. You also will not receive the coverage you request. Allow adequate time to prepare and distribute your material.

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Developing and Maintaining Media Lists

A key component in any public relations effort is an up-to-date and accurate media list. To develop this list, you can consult your local telephone book for a listing of all newspapers, magazines, radio, television and cable stations. Check with your local chapter of the International Association of Business Communicators, Public Relations Society of America or Women in Communication.

These organizations may have local media directories already prepared, or may be able to identify outside companies that sell media lists. Your local library might have media resource books such as Bacon’s Radio/TV/Newspaper/Magazine Directory, or The Gale Directory of Publications and Broadcast Media. Also include church and state council bulletins and diocesan newspapers on your list.

For newspapers, the right contact is usually the city editor or religion editor. For television, radio and cable stations, the news or assignment editor/director is the proper contact person. PSAs should be directed to the public service director. The best way to find out who is the most appropriate contact is to call and ask, “Who would be the person most interested in receiving a release on (subject)?”Keep in mind that releases on different topics might have to be directed to different people at the same publication. When you call the media to ask for a contact name, you can also ask who is the major audience for that newspaper, magazine or station.

You should know the deadlines of the media on your list. The media will be glad to provide these to you. Keep in mind that even at the same publication, different departments may have different deadline schedules. Note how best to reach your contact with news materials — fax, mail, hand-delivery or e-mail. You should plan to update your list every three months. In the media business, people move around a lot. A quick and simple phone call can verify that your contact is still there.

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Establishing Media Relations

After you have developed your media list, the next step is to get personally acquainted with your new contacts. Keep conversations short and to the point, particularly with newspapers and television stations in large cities. Always remember these simple guidelines when contacting the “right person” by telephone:

• Identify yourself, your organization and the purpose of your call (to introduce yourself and your role as public relations representative for the Knights of Columbus).

• Editors and broadcasters work on deadlines, so always ask if the timing of your call is convenient. If not, ask when to call back.

• Once you have reached your contact, you can talk by phone or set a convenient time to meet to discuss your council’s upcoming activities and determine what type of information your contact may be able to use in the future.

• Always show appreciation for any time you are given. Once you have established a basic relationship, continue to touch base with your contact from time to time. Don’t become a bother, as editors and broadcasters are busy. Don’t ask if they will use your story.

• Remember that your story is competing with many others for limited space and you will not always succeed in attracting coverage. The media are not obliged to cover your news.

• Demanding their support will jeopardize your relationship.

• Send a note occasionally thanking contacts for the help they have given your council.

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