Toastmasters International's Publicityand Promotion Handbook

Editor:Contact:Notes:John JonesMary Minor, Terry TomsSubmit release or fact sheettwo days prior to publicationdateTV AND RADIO STATIONSCall letters:KJHG (Channel 8)Address:456 Rath StreetPhone:876-5432Manager:Harry HarrisonNews Contact:Julie JulietNotes:“Good Morning Center City”program for interviewing;contact producer six weeksprior to event.Maintaining Your Media ListIf you have access to a personal computer orword processor, the list can be stored, easilyupdated and labels run off as needed. There arealso various types of pressure sensitive labelsheets on the market that can be used in a photocopier. You must prepare your list on paper,spacing your address according to the manufacturer’s instructions, then load the label stockin the copier to make one or more sets oflabels. A notebook or card file system could beused as well.What Publications Should Be Included?Your list should include local daily and weeklynewspapers, magazines and radio and TV stations. Cable TV operators in your area shouldalso be listed.And don’t forget professional journals andtrade publications – they are useful when promoting activities and achievements of clubmembers. You may ask the members to provideyou with a sample copy of the publicationsthey use so you can evaluate their publicitypotential.When you’re issuing a release about somemember to the general press, it requires verylittle additional effort to send a copy to one ortwo more publications. And it not only givesearned recognition to the member in his or hercareer, but it may also attract potential members.Keep in mind that even if a publicationdoesn’t print your release, you have notified itseditors about your club so that next time, theymay contact you for information relating toyour club activities.Step III: Making Media ContactsYour communication with the media shouldbegin as soon as you have an idea of what newsyou will offer them. Contact the newspaperor broadcasting station and ask the editor orstation manager how they prefer to receiveinformation.4 Do they prefer news releases or fact sheets?4 How long before the event do they wantthe information?4 What are their deadlines?4 Would they like to attend a club meetingto gain a better understanding of clubactivities?4 Is there a specific person you should contactabout upcoming events?4 What programs (TV, radio) or sections(newspapers) lend themselves to potentialinterviews?News people are typically busy most of the day.Try to arrange your conversation for a slacktime, such as after a deadline has passed. Also,plan what you intend to say and ask so youcan be sure of covering important points without requiring too much time.Be sure to leave your name, address andphone number(s).Step IV: Preparing Publicity MaterialsFurnishing information to the media is fairlysimple. The key is to be absolutely certain ofyour facts. Many newspaper, radio and television news people will say all they want isthe facts and not to worry about the writingbecause they will take care of that part. Whilethis may be true, you also must recognize thatthe way you organize the facts can be a bighelp to the news writer (and improve thechances of having your story published).9

The most commonly used materials arefact sheets, news releases and photos. Radioand TV outlets also use Public ServiceAnnouncements (PSAs).This format provides the bare-bones background of facts necessary for a news story. Itanswers the questions of Who, What, When,Where, Why and How (5 W’s H) in regard tothe organization. Your club’s fact sheet shouldbe updated on a regular basis. See Appendixfor an example.A news release is essentially a fact sheetput into a series of short, simple sentences andparagraphs. The first sentence (called the “lead”)covers as many of the 5 W’s H as possiblein about 15 to 20 words. The “lead” gives theeditor the basic information needed to decidewhether to read further or immediately rejectyour story. The remainder of the release fillsin any gaps in the 5 W’s H formula andprovides additional information to round outthe story.You also should bear in mind that acceptance of your release for use does not mean itwill appear in whole or as you have writtenit. It may be used as a news brief consisting ofonly one or two sentences. That is why it is soimportant to have as many facts as possible inthe first paragraph.Proper preparation of your news release willimprove the possibility that it will be acceptedfor use. Here are some guidelines:Contact person’s name andphone numberSAMPLE RELEASEMay 1, 20You can also specify release ona certain date, but “immediaterelease” is used on most generalinterest news releasesLead paragraph should answeras many of these questions aspossible: Who, what, where, when,why and how (if appropriate)Additional factsBackground informationContact person’s name andphone numberations Chairmanis, Community RelCONTACT: John Lewers ClubaststmToayCitCenteror 111-1111EASEContact: 000-0000FOR IMMEDIATE RELIVERSARYB MARKS 10TH ANNTOASTMASTERS CLUCenter Citysidents of thees and past preth annivertenb’sCivic dignitariclul guests at theb will be speciarant.tauToastmasters CluResbeGlotheday, May 10, atsary meeting Friof May 6 asimed the weekwho has proclaaccording tor,akeMayor Lou Burns,spewill be guestk in Center City,7:30 p.m.atToastmasters Weeinsbeggtinan White. The meeclub President BrierintendentSmith, School Supce Director SamNews,” alsoyCitrChamber of Commernteof the “CeGreeley, editoramHirandan,Fritz Nolwill attend.by Toastmastersb was charteredToastmasters Cluents will besidpreThe Center Citytof its pas10, 19 . TenMayonlonaInternati(name).meeting. They arefeted at Friday’sinitiating aon, the club isiversary celebratidevelopmentpshiderAs part of its annn and leam in communicatiograProb’s matepclushithedery ofYouth LeaSchool. A displaCenter City Highk at the publicweesfor students atthitedibices is being exhrials and resourlibrary.clubs around the00 Toastmastersof more than 8,8ication and leadmunThe club is onecomofmgraa prop.m.its members withTuesday at 7:30world providinghere meet eachnt. Toastmasterspmeelodevhiperstaurantat the Globe Res#10

4 It should be typewritten on standard 8 1/2by 11-inch letterhead or plain white paper.In either case, be sure to include the nameof your club and your name, address andphone number so you may be contacted iffurther information is needed.4 The typing should be double-spaced on oneside of the paper only.4 The release should begin about one-third toone-half way down the first page and shouldhave a minimum one-inch margin on bothsides. The blank space at top and sidesprovides space for the editor’s notations.4 Try to write a clever or newsworthy headline. The headline may be the only thingan editor sees before deciding whether touse the information.4 The first line of each paragraph should beindented about five spaces.4 If the release has more than one page, type“more” at the bottom of each page exceptthe last one. At the end of the release, type“-30 -” or “END.”4 Toastmasters International has stock newsrelease stationery available from the SupplyCatalog in packages of 100 sheets. (CodeNo. 1142).4 Sample news releases for various occasionscan be found in this manual’s Appendix.Here are some other practices that can improvethe chances of your material being used:PhotosA good picture increases the odds of yourrelease being used. And if the photo is printed,it also improves the possibility of your releasebeing seen and read. Often publications usejust a photo and its caption as a complete item.Here are some guidelines on photos forpublications:Public Service Announcements (PSAs)Although radio or television stations may workfrom news releases in much the same manneras newspapers and magazines, broadcastmedia also use a special kind of release calledthe Public Service Announcement. PSAs are freecommercials broadcast for nonprofit organizations to meet licensing requirements of theFederal Communications Commission.Most stations assign one employee tohandle PSAs. You should contact this individualand obtain full information about the style andformat preferred for PSAs.4 Plan what you want in the photo beforetaking it. Avoid hand-shaking and otherover-used, trite poses.4 Use “action shots” whenever feasible. Strivefor “natural” poses.4 When group photos are necessary, try tolimit the number of people in the picture.Avoid showing a group of grinning facesstaring at the camera.4 Provide good quality glossy prints at least4''x 6'' in size.4 Prepare a short caption identifying thepeople (left to right) with full names and besure to cover the 5 W’s H in the caption.Also, include your name and phone number. Attach the caption to the back side ofthe photos.4 Although you may be submitting the photoalong with your news release on the samesubject, you still need a caption, in case thephoto gets separated from the release.4 Submit your photo while it is still newsworthy. Keep the media deadlines in mindand work to meet them.4 Be patiently persistent. If your photo is notused, remember it was in competition forspace with many other organizations andnot all material submitted can be used.Re-examine your picture and story. Thinkof ways to make your next submissionmore interesting, lively or “different” toattract the editor’s attention. Perhaps otherclub members will have some suggestions.Use your creative powers for publicity asyou strive to do better in developing yourspeech materials.Format for PSAsMost radio and TV outlets will readily acceptyour standard fact sheet and/or news release11

with the understanding that station employeeswill rewrite them as necessary to meet theirown programming requirements. In fact, someannouncers prefer to work from fact sheets,ad-libbing their own comments.There are two specific PSA formats youshould consider: the straight PSA and thetaped PSA.1 The straight PSA is the most commonly used.Like the lead in a news release, it is briefeddown to perhaps one or two sentences. But thewriting style is more informal and conversational since PSAs are meant to be spoken aloud.Sample PSAs of this type are shown beginning on page 38. You will note that they includethe approximate number of seconds they willrequire when spoken aloud. You may want toprepare two or more PSAs of different lengths.In discussing PSAs with the station representative, you may learn that the station prefersto type its PSAs on card stock of a certain size.Card stock is often preferred because the cardsare easy to file for re-use in later time slots.(A better chance for your message to be aired.)Taped radio spots are relatively simple sincethey require only voice plus possible musicand/or sound effects. Your script may providefor dialogue (two or more voices) announcingor discussing the event. It could be a musicalmessage or one based on humor.2 The taped PSA is similar to taped commercials used regularly.Local cable TV stations can provide assistance in producing community service tapes.Contact them well in advance of the plannedrelease date to learn about their requirements.Radio spot announcements are availablethrough the TI Supply Catalog. These radioannouncements are suitable for AM or FM,commercial and educational station use. Eachset comes with instructions for using the tapesand obtaining public service air time. CheckCatalog No. 1151 for price.Four TV public service announcements areavailable from the Supply Catalog: The Execution, Bad Speech, Corporate Appeal and PersonalGrowth. Each announcement is approximately1230 seconds in length, and includes a buffer thatallows information specific to your club to beadded at the end of the message.The video tape spots are in color and alsoinclude an instruction booklet on how to obtainpublic service air time. They are available in3/4”, VHS, PAL and BETA-SP. Consult CatalogNo. 1144 for price and information.When furnishing the station with either aradio or TV tape, at least one full copy of thescript should be provided along with the tape.Step V: Follow-Up:Key to Continued SuccessYour publicity plan is succeeding, your materialsare being used by one or more of your targetedmedia, so what else is there to do?That’s where the all-important opportunityfor follow-up action comes in, because following up is essential to continued and probablyeven greater success.

Let the Media KnowWhen your story is printed in the press or toldover the air, make a point of letting the peopleresponsible know that you know the story wasused and you greatly appreciate their efforts.But a note of caution: Don’t overdo it. A briefand friendly “thank you” is sufficient.Let Your Members Know. . .Now and in the FutureMany public relations officers maintain a separate binder for filing clippings of news storiesand/or copies of materials provided to and usedby the electronic media. The names of the mediaand dates used are noted on the material forfuture reference.Let World Headquarters KnowWhen your club, area or district scores a promotional goal of more than routine interest,it’s important that you let Toastmasters WorldHeadquarters know. Send a copy of the clippingor release to the Publications Department.Attach a letter explaining further about thestory (if you feel it necessary) and how the publicity was obtained. Your idea may be mentionedin The Toastmaster magazine.13

The Do’s and Don’ts of PR“Do’s”4 Watch your newspapers for articles aboutcommunity organizations to better understand the kind of events covered and howthey are written.4 Tune in TV and radio news programs frequently to learn how they handle publicity– especially public service announcements.4 Treat news contacts as busy, hard-workingprofessionals. Determine what they expectand look for in news releases. Provideinformation that is really news, althoughsometimes routine news such as meetingannouncements will be picked up. Scaleyour news release to fit the importance ofthe event so as not to waste their time oryours. Avoid any hint of “propaganda.”4 Accept the likelihood that you will “winsome, lose some” and be grateful for thoseyou win.4 Encourage all members of your club to comeup with original ideas for club activitiesand be sure to promote the best ones.144 Always remember that timeliness is important for most stories, so submit your newsreleases well in advance of media deadlines. . . And “Don’ts”4 Don’t ask your newspaper contact for a clipping or a copy of the paper in which yourarticle appeared. If you want one, buy it.4 Don’t complain or ask your contact whyyour release wasn’t used. Just hope forbetter luck next time.4 Don’t complain if your release is re-workedor even totally rewritten. (Unless facts havebeen significantly altered.) Be grateful forthe free publicity you received.4 Don’t make a point of telling one mediacontact that another media source usedyour press release. You could alienate yourcontacts.4 Don’t fret about publicity that didn’t jell.Focus on the future.4 Don’t use pressure such as friendship orbusiness connections to get your publicitymaterials used.

InterviewsInterviews and Talk ShowsAn interview is essentially a question-andanswer session with one or more representatives of the media. Some preparation by theperson being interviewed is necessary, as wellas understanding of a number of well-testedconcepts and rules of conduct.The interview may be somewhat informal.You may suggest an interview to a media representative, or a reporter may initiate it byrequesting to meet with you, or you may beinterviewed live or on tape during a radio ortelevision talk show.Radio and TV talk shows always need interesting guests who can articulate their ideas wellwith little coaching – Toastmasters are ideal forthis! Be sure your media list includes all applicable talk shows in town and contact them on aregular basis – especially when special eventsarise. Some Toastmasters have even parlayed ashort interview into a regular segment of a talkshow. In addition to the more popular weekdaymorning programs (typically following theirnetwork counterparts) many stations broadcastmore specialized, sometimes more scholarlypublic service interview programs, generally onSunday afternoons (TV) or evenings (radio).If you initiate an interview, it is advisableto ask if there are some particular topics thereporter wants to explore so that you cangather any necessary information in advance.4 Answer questions directly and briefly.Do not over-explain. Let the reporter ask forfurther clarification if he or she wants it.4 Be sure you understand the question.Ask questions of the reporter if you needclarification.4 Use examples to illustrate your answers.Tell about actual Toastmasters situations toexplain your point. Such anecdotes providevaluable material for the reporter’s story.4 Say you don’t know, if you don’t. Offer toget the answer and be prepared to make anote of the question. Let the reporter determine if the information is really needed.4 Avoid “off-the-record” comments. If yousay it, they’ll most likely print it. Talk aboutpersonal experiences to support your repliesand point of view.4 Stick with the facts. Avoid guesses andunsupported opinions.4 Maintain your poise and sense of humor.Let the reporter see you as a real humanbeing who enjoys life and being aToastmaster.Guidelines on Being Interviewed4 Think positive. Bear in mind that youhave an opportunity to boost your cluband fellow members.4 Know your facts (How long has the clubexisted? How many Toastmasters clubs inthe city? How many members? etc.) Checkthe Toastmasters Web site at www.toastmasters.org for current membership andhistorial facts.4 Rehearse. Think of the questions the reporter might ask you. Practice answering them.15

Appear On A Talk ShowImagine that Gladys Jones, a fellow clubmember, recently won a blue ribbon for hergeraniums at the state fair. You learnedabout her award at your last meeting duringthe introduction of her speech, “Sweet Talk andCountry Music Make My Geraniums Grow.” Asthe club’s public relations officer, you’ve alreadyfamiliarized yourself with the talk radio stationsin your area. You know that programming forone of them includes a Saturday morning gardening show. What a great opportunity! This willallow Gladys to exercise her speaking skills onthe air while sharingher knowledge withthe community. The radio station gets to hostan award-winning guest – and your Toastmasters club provides a service and most likelywill be mentioned during the interview.The first step is to call and find out the nameof the producer or staff member in charge ofbooking guests for the Saturday morning gardening show. Be sure to write down the properspelling of the name. Then get creative! Write acatchy headline. Give all the facts. Limit yourpre-sell release to one page. Then personalizeyour mailing to the appropriate producer ornews director.Here’s a sample:Southwest Toastmasters108 AppleLaneAny City05237Contact:

Publicity can take many forms: 4 A publicity programdesigned to take advantage of the opportunities offered by newspapers, radio and TV stations, the Internet, trade and professional publica-tions and in-house company publications. As part of a nonprofit, educational orga-nization, your club has an excellent opportunity to obtain publicity in .