Communicating Your Message (Back to top)
Maximizing the number
of communications tools you use to promote National Public Works Week
is important. The celebration is only one week long, and the impact of
the message must be high. Your message must reflect the integrity of your
organization and carry content of specific interest to each target audience.
Some promotional tools transmit your message at no cost; other tools require
a budget. A combination of the two provides variety and increases the
chance your message will be received.
A potent, intriguing,
carefully formulated message has the best chance to evoke the desired
response from the target audience. A single message is often sent to the
target audience using a variety of communications tools to ensure the
audience hears the message, and hears it often. The strategic, focused
effort to send a specific message to a specific target audience is the
heart of a promotional campaign.
The Seven "Cs" of Communication (Back to top)
- The sender must be credible.
- The context of the message should reflect the realities of the organization.
- The content must be meaningful to the receiver and be compatible with his or her values system.
- The message must be clear; put in simple terms.
- There must be continuity and consistency in the message.
- The channels of communication should be those the receiver uses and respects.
- The capability of the audience should be considered. The most effective communications
require the least amount of the recipient's effort.
Heeding these seven
Cs of communication will help you retain the integrity of your message
and its appropriateness to the target audience, regardless of how the
message is sent.
Communication Mediums (Back to top)
Free promotional tools:
- Media publicity
- Public service announcements
- Community news broadcasts
- Word of mouth
- Contributions of time, space, labor
- Public speaking engagements
- Community events calendars
- Library bulletin boards
- Local business bulletin boards
- Display cases in libraries, schools and other public buildings
- Internet page
Purchased promotional tools:
- Posters
- T-shirts, buttons, hats, gadgets
- Banner
- Recognition awards
- Marquees
- Exhibits
- Newspaper, broadcast and outdoor advertising
- Special events
- Direct mail
- Employee communications
The Media (Back to top)
A good relationship
with the press does not come easily or quickly. Although it is often thought
of as the most important channel of communication, it also is the hardest
won, and thus should not be the sole focus of your promotional campaign.
As you develop your
plan to generate media interest in National Public Works Week, it is wise
to think of the media as a target audience. The media is much more than
a communications channel. Like other target audiences, it must find your
message intriguing and persuasive enough to take action. The media has
its own needs and values. Developing your message to meet these needs
and values is the best way to ensure a positive response.
Before you approach
the local media with your message, you should understand the difference
between news and publicity. The main difference between news and publicity
is that with publicity, it is its sponsor who considers it newsworthy;
the media receiving it may or may not agree.
Conflicts may arise
as you try to persuade local media of the importance of your celebration.
The best approach is to follow these rules for good press relations:
- Shoot squarely, with accuracy, integrity and professionalism.
- Give service. Media professionals will respond to interesting, timely stories and
pictures that arrive when they want them, in a form they can readily use.
- Don't beg or carp if you're told the material is not sufficiently newsworthy to interest the public.
- Don't flood the media with repetitive information.
- Keep lists of media contacts current. Make the effort to know the names of reporters
and editors who cover public works and community events.
Preparing a Media Release (Back to top)
Sample media releases
at the end of this section provide you with the blueprint for an appropriate
release. Follow the format and seek guidance from the publication or broadcast
station regarding to whom you should send the release and when they need
to receive it. In general, schedule your release to reach the media at
least three broadcasts, publications or editions in advance.
When writing a release, keep the following in mind:
- Write a creative, intriguing headline; otherwise the editor may not read the rest of the
release.
- Use simple, concise,
memorable language.
- Tell the reader
Who, What, When, Where and Why in the first paragraph, then cover remaining
important facts. This type of organization is called inverted pyramid
style.
- End the release
by typing ###, the media's traditional symbol for the end, at the
bottom of the page. If there is a second page, type -more- at the bottom
of the first page. At the top of the second page type Page 2 on the
first line and the headline on the second line.
- If you include
a photograph with the release, type of label that identifies those in
the photo by name, repeats the headline of the press release, the contact
person and a phone number. Adhere the label to the back of the photo.
Never write on the front or the back of a photo or use a paper clip
to attach it to the release.
- Follow up with
a phone call to your media contact and offer to answer any questions.
Avoid calling at deadline time. Be as brief as possible, but be confident
that your call is important. It is important, whether the release is
well-received or not.
Click here for a sample Media Release (PDF)
(The above link requires the free Adobe Acrobat Reader)
Promotional Tips (Back to top)
Photographs
- Plan photo opportunities at events and activities.
- Consider hiring a professional freelance photographer.
- Include photos in all areas of your promotional campaign.
- Use black and white film.
- Focus on the action, with an eye on the human element.
Television
- Make sure media release describes the visuals available.
- Include a slide or photograph with each 10-second spot, two with each 20-second spot, and so on.
Radio
- Use what you can learn about a radio station's target market.
- Use simple, descriptive words that create a visual image.
- Time announcements to run 10 seconds, 20 seconds or 60 seconds.
Publications
Develop a newsletter
to publicize the innovative ideas that affect citizens' daily life and
distribute in early May to the intended target audience. Include photographs
of public works projects, profile outstanding employees, highlight recent
innovations and provide a schedule of events.
Fact Sheets
Write a fact sheet
to create awareness of your accomplishments and upcoming projects. Distribute
at scheduled events and send with other mailings, including media releases.
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How To Guide
How To Guide