Download
1 / 31
310 likes | 506 Vues
Painting Our Future. Or, Why Public Relations Matters. Zonta?. What’s that?. Why Public Relations Matters. You and your neighbor have built similar homes, a strong foundation, great walls….
E N D
Painting Our Future Or, Why Public Relations Matters
Zonta? What’s that?
Why Public Relations Matters You and your neighbor have built similar homes, a strong foundation, great walls…. The only difference, your neighbor has finished the exterior with paint and trim while you think it is a strong structure and needs nothing more from you. It looks great now, but what happens after a few years?
Time Goes By, and. While your neighbor’s home is strong and attractive Your house needs a little something
PR Matters • PR is the paint that a fledgling project needs to survive the elements; • PR announces your club to the community; • PR helps bring in new members; • PR helps retain “seasoned” members;
PURPOSE OF A PUBLIC RELATIONS PROGRAM To communicate our mission to key publics in order to increase: ♦ Awareness ♦ Understanding ♦ Support ♦ Cooperation
Who is our public? Internal ♦ Members ♦ Club, District & Int’l. Leaders ♦ Staff External ♦ Potential Members ♦ Donors & Potential Donors ♦ Government & Opinion Leaders ♦ Media ♦ Potential Speakers ♦ Service Recipients
Internal Communications Tools • CALENDARS • CLUB DIRECTORY • CLUB NEWSLETTER • E-MAIL
External Communication Tools • NEWSPAPERS • BROADCAST – Television & Radio • CLUB MERCHANDISE/Promotional Items • INTERNET • BUSINESS CARDS • ZONTA BADGES • ZONTA BROCHURES
Internal and External Tools • CLUB WEB SITE • SOCIAL NETWORKING
Media Relations Build your list of media contacts with the use of the telephone directory and internet ♦ Look up the names, addresses and phone numbers of media companies, and record. ♦ Telephone each company. Ask for the name of the editor, for e-mail addresses and fax numbers, and record. Start your list and make contacts now. Do not wait for your next event.
PREPARE CONTENT Start with a list of the facts: • Who • What • When • Where • Why
CONTACT THE PRESS • Begin making contact several weeks before your event. Very little content is written the day before publication. • Fax, e-mail or deliver your press release. • At larger newspapers, be specific when choosing the target for your press release. If it is news for the community, contact the community editor or reporter. Use the managing editor as a last option. • Follow up with a phone call the same day you estimate your written material arrived. Ask: 1) Did you get my news release? 2) Is there any other information I can provide? 3) When do you think it will run? • Find out if your paper has an online community board where you can post your news if it is not run in the newspaper.
Which Media? Some stories are better for broadcast and some for print. Print – Wealth of Detail Television - Visual Radio - Sound
PSAs (Public Service Announcements) • Broadcast stations are required by the FCC to run a certain number of free public interest announcements. • For radio, follow up your press release with the the 5 Ws on a 3x5 index card and mail to each radio station with a letter requesting they read it during the dates you want. • For television, use a brief version of your newspaper press release. Read it aloud and time yourself. It should no be longer than 30 seconds. • Some radio stations give away tickets to events on the air. Consider donating a pair of tickets to the station to use while promoting your event. • Some TV stations run a community message board service. This is a series of typewritten announcements flashed on the screen. Again, send just the 5 Ws. Make sure your club has a copy of District 11’s PSA. • Utilize local talk radio hosts for interviews before and the day of an event. Schedule far in advance.
When the Media Comes To You • Your special event might catch the attention of the local television station and the cameras will be rolling at your event. • You may be interviewed for several minutes, only 15-20 seconds will appear on tape. This is called a “sound bite.” • Plan what you will say in advance. Think of the main point you want to make. Write it down, and edit it to 15-20 seconds. Rehearse it until you can say it without reading. • If you have a member who works for TV or an ad agency, preparing your own Video News Release (VNR) could be an option. VNRs are brief 20-30 second news stories you write and produce yourself.
Paid Advertising Only use as a last resort: • You can always place advertisements on radio, TV or in print. This might be an appropriate strategy for a fundraiser, when you want to control the content instead of an editor. • This can be very expensive to do on television because of production costs that are not included in the price of the airtime. • Research the market share they have in the market. Ask to see this research to understand what percentage the station reaches and in what demographic groups. Airtime is priced based on audience size. • Spots (ads) can be 15, 30, or 60 seconds. • Use of an ad agency is recommended.
Ideas from ZI • ZONTA ROSE DAY: • 8 March has been designated by Zonta International as Zonta Rose Day, to be celebrated in conjunction with International Women’s Day • Some clubs have organized special events that take place on Zonta Rose Day. • Fashion show • Ceremonial plantings • Multi-club dinner and speaker • International evening • Women’s shelter benefit
Amelia Earhart • Schedule events in January to promote Zonta and the Amelia Earhart Fellowships. • Present plaques at local airports. • Coordinate events with the 99’s. • Contact local media outlets about the new Amelia Earhart “sightings.”
Zonta International Foundation • ZIF has media ready tools to use to educate Zontians and the public about our ongoing service projects. • Zonta International Strategies to Prevent Violence Against Women (ZISVAW) Program 2010-2012 Comprehensive Strategy to End Burns Violence Against Women in Cambodia, Nepal and Uganda
What is ZI Doing to Help • Zonta International and Zonta International Foundation are creating a number of PowerPoint Presentations with detailed scripts for Zontians to use as educational and outreach tools. • These slideshows can be used to educate the community and garner support for our International projects.
Zonta International The Prevention of Burns Violence Against Women and Girls in Cambodia, Nepal and Uganda
Strategies in Haiti • Security and Empowerment for Women and their Families: Ensuring a Gender Responsive Humanitarian and Early Recovery Response in Haiti
Project to eliminate Obstetric Fistula In Liberia A heart-breaking problem that too few know about and even fewer support
PREVENTION OF MOTHER-TO-CHILD TRANSMISSION OF HIV and GENDER-BASED VIOLENCE In Rwanda
Safe Cities for Women Project In Guatemala City and San Salvador a project in cooperation with United Nations Development Fund for Women (UNIFEM)
Zonta District 11 Tools • Available to all clubs in the district. • Cost is $52 • Can be used at multiple outlets. • Also can be used at community events
Ideas to take home • Use local news and television celebrities at your events and they can promote your event on the air. • Join the local Chamber of Commerce in your club’s area. Many people new to the area attend Chamber events to meet professionals and garner clients. This is also a great way to meet potential members. • Recognition and awards: • To recognize and thank Zontians for service to your Club. • To recognize and honor women for leadership or service to their communities • To attract publicity for your Zonta Club through media coverage of honorees.
Zonta? What is that?
