Institute for Humanist Studies mission statement:

1
Frugal Public Relations Making a Big
Impact Without Spending Big Money
Institute for Humanist Studies
2
Public Relations What Its Not

• advertising (paying for placement)
• easy (it takes work and creativity)

3
Public Relations Tactics

• Brochure
• Flyers/Posters
• Media Coverage
• Public Service Announcements
• Websites
• Special Events
• Newsletter

4
Media Coverage

• News releases
• Story ideas
• Media alerts
• Op-Ed pieces
• Letters to the editor

5
The key to getting coverage

• Know all the angles of a story
• (Rule of thumb 3 different hooks!)
• Why?
• Journalists are generally lazy
• Lure them to gain interest
• Why should they care?

6
News Releases

• The news release is the center of all public
  relations. It always has the same format, which
  is easily identifiable to the journalist.
• A news release has
• No more than two, preferably one page in length
• Short, easily read sentences.
• content that gets some attention (the hook!)

7
News Release Format

• Contact information (for journalist) always
  close to the top.
• A dateline near the beginning of the release
• First paragraph always contains the angle and
  the basics who, what, where and when
• Second paragraph contains the why and/or how
• Following paragraphs contain other details,
  including your group information
• Always end the release with centered.

8
When and how should you send it

• Know the deadlines of the journalists
• Find out how each journalist prefers to get the
  release mail, fax, e-mail
• Dont call to see if they got it

9
Working with the media

• DO
• Be cooperative when a reporter asks for
  information
• Keep releases short and to the point
• Only have on point person for all reporters to
  contact

10
Working with the media

• DONT
• Play favorites with the media
• Get upset if asked tough questions
• Give reporters tips as to how the story should
  look/appear
• Call unexpectedly near deadline time
• Never say No comment

11
Other avenues of getting publicity

• Public Service Announcements
• TV Bulletin Boards
• Free commercials
• Sponsored ads
• Media Alerts
• Story Ideas

12
Media Interviews

• Dont be afraid to ask what exactly will you be
  discussing
• Make sure you have the best person to answer the
  questions
• Prepare background information and give it to
  the reporter before you get started

13
Media Interviews

• Find out what you can about the reporter wholl
  be doing the interview
• Stop talking when you have said what needs to be
  said
• Just say I dont know if you dont know
• Keep to 3 major points - or key messages
• Admit if a mistake was made

14
Try a media interview yourself
15
KISS

• Use all the technology available
• Know what you want to achieve
• Work with your media
• Write like the journalists write

16
Suggested Websites

• www.speakout.com
• www.netpress.org/careandfeeding.html
• www.prsa.org
• www.press-release-writing.com