Communication Tactics
Identify Tactics to Communicate to Key Audiences
Communication tactics may include traditional channels, such as media (television, radio, newspapers and magazines) and Web sites, as well as non-media channels, such as grassroots or "word-of-mouth" by groups that are naturally enthusiastic about your business or those who have had a positive personal experience with it.Do not underestimate the importance and potential impact of non-media channels. Word‑of‑mouth can be considerably important in generating enthusiasm for an event.
- Civic organizations
- Chambers of commerce
Spokesperson: Appoint a knowledgeable spokesperson that can talk with media about the team and season. This person should be available for news conferences, phone interviews, on-air interviews, media conference calls, etc.
Media Relations
Create awareness and interest in your company and/or organization by consistently promoting your products and/or services to the media. Attain and retain those media relationships with key journalists and reporters.Media Selection: Compile a list of media contacts that includes radio, television, Web, and local publications. When selecting media contacts, consider your target audiences and the time it will take media to cover your story or event, give yourself ample time to "pitch" your story and the media outlet ample time to write/publish or air it.
Media Tactics: Call or e-mail media contacts to introduce yourself. Ask for a phone or in-person briefing to review/discuss each outlet's interest and plan for covering the season and how you can be a resource for them. Also, ask for details on deadlines, needs, procedures, including how they prefer to receive news. Listen to their ideas and always offer and share your ideas.
Press Releases
Press releases help inform the media of related news and events and can serve as a summary prior to news conferences in order to help them field questions. If a press release contains a great deal of background information, then the release is a great tool for journalists who may need additional information to write a complete story. Follow these guidelines when preparing a press release:- Think of the press release as a quick look at the highlights of the event or announcement.
- Never write longer than two pages. Keep sentences short. Keep paragraphs short.
- Include the five W's - Who, What, Where, When, Why - in the first or second paragraph. The rest of the press release covers "How."
- Spell every name correctly. Names are misspelled in press releases all too often.
- Every press release must be typewritten. Leave one-inch margins and double space.
- Include the name of the contact person at your organization. In case more information is needed, include more than one telephone number and an email address.
- Write it immediately.
- Find an angle to make your press release unique.
- If the media outlet chooses to read your news release on the air, or publish it in the newspaper, they probably will shorten it by eliminating the information found at the bottom of the release. So, be sure that vital details are not at the bottom. Rule of thumb: only the first two paragraphs may make it in the newspaper. Make sure the most important information is at the top.
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