smARTstart

Public relations (PR) is the use of publicity and other non paid forms of communication to present an organization and its products with a positive image.

Don't you think someone should write an article about your organization? How come you're not getting the attention you deserve? Maybe it's time to raise your voice and let the media know you're here. Positive coverage lends credibility to your organization and widens your name recognition. Through creative communication (and a little persuasion), you can entice reporters to cover your group. PR is a great tool to create word of mouth.

PR warnings

• PR is not free: although it uses non-paid forms of communication, it requires a qualified staff, time, effort, creativity and salesmanship.
• You can't control where, when, how or even if your story will appear, and to some extend if it will be positive or negative.
• Competition is fierce: 2.4 million news releases are sent out every week in the USA.
• PR alone rarely works: it should be used in conjunction with advertising and/or direct marketing.
• Your timing is not necessary the paper’s timing: you must understand the media's mindset - what they need, how / when they need it, and what you can do to shape your story to meet their needs.
• Do not expect fast pay offs: it usually takes time and a lot of courting before a journalist decides to cover your events.

Drafting a press release
The majority of press releases are never used by the press because:

• They are poorly written.
• They have no local relevance.
• They are sent to the wrong media outlet or contact person.
• They don't include any news.

To avoid making these mistakes, you should make sure that your message is:

• Brief: no more than one page.
• Easy to understand: don’t use any lingo specific to your field.
• Prioritized: place the most important information first.
• Compelling: make sure you have strong, substantive material to back the story.
• Accurate: don’t breach the trust a journalist will place in the information you send him.

To prepare a press release, ask yourself the following questions:

• Do you have something to say? Ask yourself "so what?" and "who cares?"
• Who to send it to? Target the right media, find the right – and current – contact, and send a personal, individually addressed email to accompany your press release.
• When to send it? Not too late, not too early: respect the reporter's schedule
• Did you include all the necessary information? Not everybody is as informed as you are. Make sure your press release answers: Who? What? Where? When? Why?
• Is it short enough? Send a Clear concise Message.
• Do you use a distinctive tone? Is there a balance between factual and colorful? A sense of identity is key. A good quote by one of the artists involved could help you achieve this.
• Have you included all practical information? Full names of artists’ involved, full name of event or opening, address, telephone number, e-mail and website of organization, interview contact, etc…

Press packet:
In addition to the press release, you could send the following documents.

• Telling Photographs with caption.
• Short Biographies of each artist involved including prior exhibits/shows/events by the artist that may be relevant or interesting.
• A synopsis of the performance or exhibit.
• Fact sheets with general information about your organization.

Follow up with Reporters
You got the story. Now the whole world will be reading about your organization. Your effort has paid off, but you're not finished yet:

• Thank the reporter after you get the story. Be specific. If the story was well-written, or if the criticism was insightful, say so. Hate the story? Thank the reporter anyway. Don't tell the reporter you hated the story, but you can correct any information. Remember, any press is good press! People will be more likely to remember a critical review than a positive one — and that means they may be more likely to attend.
• Continue a Relationship with the Reporter. Introduce yourself if you know who they are. Send personal invitations to future events if possible. Use quotes and descriptions of your work to your advantage! Quote a reporter in advertising, in your curriculum vitae, in future postcards, etc. This will help you in getting the attention of other reporters. Use the name of the reporter and publication.
• Keep the article. Build it into a scrapbook, or mount it in a frame. Display your scrapbook/frame at your events/openings/performances.

Resources
Community Media Workshop provides a comprehensive guide, Getting On The Air & Into Print, as well as workshops, PR tips, and a multitude of resources to connect nonprofits with the best people and communications practices.

Links

1. Public Relations Society of America: www.prsa.org
2. About Public Relations (comprehensive collection of how-to PR articles, public relations features and links) www.aboutpublicrelations.net