Raising Your Profile: A Public Relations Workshop for Chapter and Council PR Chairs Andrea Sanchez,

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Raising Your Profile A Public Relations Workshop
for Chapter and Council PR ChairsAndrea
Sanchez, George Deutsch and Laurie Steiner
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• Did I really write that??

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Clips taken from The Tonight Show with Jay Leno.
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Public Relations
Andrea Sanchez, Communications Manager, Editor,
Facility Management JournalGeorge Deutsch,
Senior Public Relations SpecialistLaurie
Steiner, Public Relations Specialist, Associate
Editor, Facility Management Journal
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• Common PR Questions

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What is public relations?

• Public relations is a management function that
  identifies, establishes and maintains
  mutually-beneficial, information-sharing
  relationships between an organization and the
  people on whom its success or failure depends.
• In lay terms, it is an ongoing discussion between
  an organization and people who want to learn more
  about that organization.

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Who is your audience?

• Your audience is the group of people in the
  general public who would be interested in your
  news item, and even those people who you would
  like to take greater interest in your
  organization. The primary audiences for local
  IFMA chapters may be (but are not limited to)
• Current members,
• Prospective members,
• Local media and
• Other local organizations.

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What is publicity?

• Publicity, a part of the central foundation of
  public relations, is information from an outside
  source used by the news media based on its news
  value. It is an uncontrolled (unpaid) method of
  placing messages in mass media.
• Publicity primarily is seen in broadcast
  (television or radio), print or Web-based media.
• Examples of publicity include an announcement of
  a large increase in membership, the results of a
  fundraising campaign, an event announcement,
  survey results or any media item that describes
  your organization and its contributions to the
  communities it serves.

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What is the difference between public relations
and marketing?

• Marketing is specifically concerned with an
  organizations relationship with its customers.
  It identifies ways to satisfy customer needs and
  wants.
• Public relations, on the other hand, deals with a
  broader range of people involved with or affected
  by an organization.

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What is the difference between publicity and
advertising?

• Whereas publicity is free and uncontrolled,
  advertising content, placement and timing are
  controlled by the sponsor who pays for the time
  or space in the media. Publicity and advertising
  are used in public relations programs as
  alternative methods of placing messages in the
  media.

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Press Release WritingThe Inverted Pyramid
The inverted pyramid provides a visual
illustration of what information should be
included within a press release and the best way
to arrange and present that information.
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Your Chapter or Council PR File

• Statistics about IFMA, chapter/council, facility
  management, etc.
• Articles on facility management
• High-resolution digital images (events, officers,
  etc.)
• A log of radio, television and speaking
  engagements carried out by your chapter or
  council members
• List of possible PR relationships with other
  organizations
• Brochures and other collateral
• Clippings and log of media exposure
• Google alert coverage
• Publicity calendar (what will happen and when)
• A listing of press releases, media advisories and
  other news on your chapter or council Web site
  and
• Media list and editorial calendars.

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Dos and Donts
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Do

• Admit when you dont know the answer.
• Be low-key rather than hard-sell.
• Seek only tasteful, positive publicity.
• Always be aware of what youre saying to a
  reporter.
• Prepare and keep current lists of all media
  people who you deal with.
• Direct all materials to the proper person.
• Know media deadlines and provide material
  accordingly.

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Dont

• Lie to the media.
• Say anything to a media person off the record.
• Pressure the media by inventing reasons to call
  or calling too frequently.
• Insist on name identification in a story
  regardless of context.
• Schedule press conferences, except in unusual
  circumstances, and then only after conferring
  with the communications department at IFMA
  headquarters.

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Formatting a Press Release

• Use a standard, easy-to-read typeface, such as
  Arial or Times New Roman, preferably in 10 or 12
  point font.
• Type on one side only of letter-size (8 1/2 x
  11) paper or IFMA letterhead (first page only,
  IFMA headquarters can provide letterhead if
  necessary).
• Single space paragraphs with double spacing
  between paragraphs.
• Leave ample margins on all sides.
• Include a date, contact name, organization name
  and phone number on top of the first page.
• Start the release with a dateline, which contains
  the city and state from which it originates.
  (Example AUSTIN, Texas The Austin Chapter of)
  Note that the city is listed in all caps and the
  state is not. (Refer to the AP Stylebook for
  exceptions to this rule.)
• Include at the bottom of the last page to
  indicate the end of the release.

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8. Please note All IFMA press releases should
contain the following paragraph, updated to
reflect your chapter or councils profile

• The __________ Chapter (or Council) of IFMA
  is the local entity of the worlds largest and
  most widely recognized international association
  for professional facility managers, supporting
  more than 19,000 members in 60 countries. Formed
  in __________, the __________ Chapter (or
  Council) of IFMA has __________ members, managing
  __________ square feet of property. The
  __________ Chapter (or Council) of IFMA provides
  educational and networking programs for facility
  managers in the __________ area. For more
  information, please visit __________ (insert Web
  site here).
• This paragraph should appear at the end of the
  release, before .

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Guidelines for Writing a Press Release

• Keep it simple.
• Avoid jargon or industry-specific buzzwords which
  may be unfamiliar to lay people. Never assume a
  reader will understand an uncommon term.
• Always spell out International Facility
  Management Association on first usage. IFMA may
  be used on any other usages in the same release.
  (Note Make sure to say Facility instead of
  Facilities.)
• Be brief.
• Get to the point. Never make a reader search for
  the meaning of your release.
• Cut out unnecessary, needless, superfluous words.
  Really, cut them out.
• Be objective stick to the facts.
• Always attribute quotations.

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After you complete a press release, ask yourself
the following questions (Refer back to the
inverted pyramid.)

• Are my objectives clear in this release?
• Is the lead direct?
• Have the essential questions who, what, where,
  when, why and how been answered in the first
  few paragraphs?
• Are sentences short and concise? Is the wording
  clear and concrete?
• Has AP style been followed throughout the
  release?
• Are spelling and punctuation correct?
• Have all facts been double-checked for accuracy?
• Does the release appear neat and professional?
• Does the release include a dateline and todays
  date? Is a point of contact listed? Make sure to
  include names, telephone numbers and e-mails.

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• Examples of Press Releases

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• Dec. 19, 2007
• FOR IMMEDIATE RELEASE
• Contact Andrea Sanchez
• Laurie Steiner
• 713-623-4362
• communications_at_ifma.org
• TEXAS MEMBERSHIP ON THE RISE FOR INTERNATIONAL
  FACILITY MANAGEMENT ASSOCIATION
• HOUSTON (Dec. 19, 2007) Facility management
  professionals are always looking for ways to
  network, attain further education and access the
  most valuable resources in the industry. Many
  throughout Texas turn to the International
  Facility Management Association for these
  opportunities.
• Facility management is a profession that
  encompasses many disciplines, integrating people,
  place, process and technology to ensure
  functionality of the built environment. As the
  worlds largest and most distinguished
  association for facility management
  professionals, IFMA represents thousands of
  members in countries around the world. IFMA
  members have a total combined purchasing power of
  100 billion and manage more than 37 billion
  square feet of space.
• Throughout the state of Texas, facility managers
  have the opportunity to belong to four chapters
  of IFMA based on geographic area Austin, Dallas
  Fort-Worth Metroplex, Houston and San Antonio.
  There is also a student chapter at Texas AM
  University in College Station.
• IFMA chapters have always been growth drivers
  for IFMA membership and the Texas chapters
  continue to shine in this area, said Barbara
  Zlatnik, IFMA associate director of member
  resources. We are very excited to have surpassed
  IFMAs all-time high membership. Our increased
  education and networking efforts offer value to
  IFMA stakeholders and have helped us recruit and
  retain members. The vision of IFMAs board of
  directors and senior staff has led to this
  milestone and plans for the future call for
  continued enhancement of the IFMA membership
  experience.

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• Nov. 7, 2007
• FOR IMMEDIATE RELEASE
• Contact Andrea Sanchez
• George Deutsch
• 713-623-4362
• communications_at_ifma.org
• IFMA, IREM AND BOMA PARTNER TO HELP CALIFORNIA
  FIRE VICTIMS
• HOUSTON (Nov. 7, 2007) The Orange County
  Chapter of the International Facility Management
  Association has partnered with the Orange County
  Chapter of the Institute of Real Estate
  Management and the Orange County and Greater Los
  Angeles Chapters of the Building Owners and
  Managers Association to accept non-monetary
  donations on behalf of the communities affected
  by the recent Southern California wildfires.
• Weve been working diligently to establish
  relationships with other associations to expand
  our outreach and our resources, said Orange
  County Chapter of IFMA President Diane Coles. We
  knew that collaboration was key, because together
  our efforts will have a far greater impact.
• Currently being accepted are donations of
  non-perishable food items such as canned goods,
  pasta and bottled water grocery gift
  certificates gas cards personal items such as
  shampoo, soap and diapers and clothing.
• All donations will be taken to local relief
  organizations such as the American Red Cross,
  Goodwill, Second Harvest Food Bank and the Orange
  County Rescue Mission. These organizations will
  distribute the items to fire victims throughout
  the Southern California area.

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Media AdvisoryCalendar Announcement

• Who is hosting?
• Who can attend?
• What is it?
• When is it?
• Where is it?
• Who can I talk to for more information?
• How much does it cost?

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• Example of Media Advisory

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• Aug. 9, 2007
• MEDIA ADVISORY
• Contact Andrea Sanchez
• Laurie Steiner
• 713-623-4362
• communications_at_ifma.org
• NEW ORLEANS CHAPTER OF IFMA HOSTS AUGUST MEETING
  AT HISTORIC RESTAURANT RALPHS ON THE PARK
• Who Founded in 1987, the New Orleans Chapter of
  the International Facility Management Association
  spots trends, conducts research, provides
  educational programs and assists corporate and
  organizational facility managers in developing
  strategies to manage human, facility and real
  estate resources.
• What The New Orleans Chapter of IFMA hosts its
  August meeting at the historic Ralphs on the
  Park restaurant. The agenda includes the
  introduction of the chapters board of
  directors, discussion of the state of the chapter
  and roundtable discussions on four of the 2007
  Facility Management trends change management,
  emerging technology, globalization and aging
  buildings.
• Lunch will be served during the meeting.
• Why The New Orleans IFMA chapter meeting is a
  great networking opportunity for both IFMA
  members and nonmembers in the facility
  management profession. Discuss current facility
  management trends and meet the newly-elected
  board of directors, all while enjoying delicious
  Cajun cuisine.

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• Newsletters

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Why should your chapter have a newsletter?

• A well-written newsletter could be your chapters
  or councils most effective public relations
  tool. Every member on your mailing list will
  receive your chapter or council newsletter. If
  you, for example, have a problem with inactive
  members, a newsletter will keep them informed of
  upcoming meetings, special events and educational
  opportunities that may be of interest to them.
• A newsletter is also an excellent way to
  communicate with new and potential members. An
  effective newsletter will not only tell new
  members about your chapter and its events, but
  will also motivate them to attend. The newsletter
  can also potentially assist in attracting new
  members. Encourage current members to share it
  with co-workers who might be interested in IFMA.
  Reading about your chapter or councils
  educational activities may be the push they need
  to join.

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Guidelines for Newsletter Copy

• Event information/calendar
• Membership information
• Feature stories/case studies
• Presidents column
• Job bank
• Visual appeal
• Photos
• Table of Contents

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• Basic Public Relations Plan

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• Define what is to be accomplished
• Enhance awareness
• Promote events
• Define audience
• Members
• Business leaders
• General public
• Media
• Define strategies
• Monthly media placements
• Bring new and non-members to meetings

• Define tactics
• Press releases
• Media advisories
• Newsletters
• Invite media speakers
• Word of mouth campaign
• 5. Measure results
• Press clippings
• Google alerts
• Speakers
• Awareness survey
• 6. Adjust plan
• Expand audience
• Revise strategies
• Add tactics

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• Questions?
• IFMA communications
• 1 East Greenway Plaza, Suite 1100
• Houston, TX, 77046-0194
• Ph1-713-623-IFMA
• Fax [phone]
• andrea.sanchez_at_ifma.org
• george.deutsch_at_ifma.org
• laurie.steiner_at_ifma.org

For additional information on AP style, go to The
Associated Press Stylebook, 42nd Edition,
Associated Press, New York, NY. Or visit
www.apstylebook.com.