Ideas on media and public relations

Transcription

1 SEVEC Community Involvement Program (SCIP) Ideas on media and public relations A Resource for Youth, Group Organizers and Educators

2 This publication is intended for those involved in the SEVEC Community Involvement Program (SCIP), including: Community youth participants Students Group Leaders Educators Supporting adults The SEVEC Community Involvement Program is intended to support and faciliate youth and the adults working with them, in planning and carrying out a project in their community. SCIP groups may be associated with a community organization or be a class of students. Some SCIP groups meet weekly out of school hours, others meet regularily as part of your school timetable. For more information please visit our website at or contact Exchanges staff: Tel: SEVEC (613) info@sevec.ca Fax: (613) Copyright 2009, SEVEC Permission is given by the copyright owner for anyone involved with the SEVEC Youth Exchanges Canada program to reproduce this publication or any part thereof for educational purposes and on a non-profit basis.

3 Ideas on Media and Public Relations Table of Contents Introduction... 3 Part 1 What is the media?... 5 Part 2 What is public relations?... 7 Part 3 Ideas on writing a newspaper article... 9 Part 4 Sample newspaper article... 1 Part 5 Ideas on writing a press release Part 6 Sample press release Part 7 Tips on taking pictures to be used for media and public relations Part 8 Sample pictures Part 9 Sending updates Part 10 Ideas on having a successful interview Part 11 Ideas on building a media and public relations plan Part 12 Suggested Media in my community template

4 CLIP 4-08 (EN) Marie Bilodeau, Communications Coordinator of SEVEC speaks to the Media and Public Relations Committee on the importance of their role. <VIEW VIDEO

5 Introduction SEVEC is pleased to share with you some ideas on media and public relations to take into consideration while you work on your community involvement project. We hope that some of these ideas will inspire you or provide some explanation around the world of media and public relations. Please remember that these are ideas for you and your group to use and consider. Ultimately, the way you share your project and the valuable work that you are doing with the world is up to you. If you have ideas that you would like to add to this resource, so that we can share them with others, please send them in to your Program Operations Assistant or Be sure to include your name and the names of anyone else who has contributed to the ideas you would like to share so that we can give full credit. Looking forward to hearing your ideas, stories, successes and challenges! Use the media to effect change Media and Public Relations are what is going to bring the project to your community and your twins community. It s what s going to make others care about what you do and really impact the change directly into other people s organizations and into their lives too. Marie Bilodeau Communications Coordinator, SEVEC

6 SEVEC Community Involvement Program (SCIP) MANUAL

7 Part 1 What is the Media? In the broadest sense, the media refer to the means we use to communicate in our community, our country and around the world. The media consist of many outlets: radio, television, newspapers, newsletters, the internet, etc. This communication takes on many forms including: articles, advertising, interviews, blogs, etc. In order to make the most use of the media, you need to think about what you want to use the media for. Do you want to share general information? Do you want to share the details of a specific event? Do you want to communicate with your community? The country? The world? The answers to these questions form the basis for your media and public relations activities. List your local media I have a list of all the local media and we arrange meetings with journalists in order to explain the project and the fundraisers we are doing. Michel Group Organizer, Quebec Part 1 What are the media?

8 CLIP 1-17 Jordan of Alberta shares his definition of media and recommends that youth use the form of media they are most interested in to convey their messages. <VIEW VIDEO Environmental Youth Alliance EYA Resources/Guides and Manuals/Organizational Development Manuals/media guide. This guide has a lot of helpful tools such as: hints on dealing with the media, how to prepare for an interview and how to deal with tough questions and more! Suggested Activity: Have a discussion with your group on media. Discuss possible uses and how it can benefit your project. Bring in samples of what you consider effective media. SEVEC would love to hear the ideas and opinions you came up with on the subject of media please send your comments to your Program Operations Assistant or info@sevec.ca. Ideas on media and public relations

9 Part 2 What is Public Relations? Public relations is about getting your project and group known through the image and message that you feel best represents what you re doing. Through effective public relations, you not only let others know about what you re doing, you also give them enough information so that they can help you with your project. Your public relations activities could include: writing press releases and sending them to the media outlets in your community posting information or articles on community or your school s website writing newspaper articles arranging for a radio/television interview putting up posters and flyers in your community. Be prepared I think the most important thing is to be honest, sincere and prepared. Always focus on the good parts of the project and keep people interested with regular updates. Katherine Participant, Newfoundland Part 2 What are public relations?

10 Suggested Activity: Have a discussion with your group on public relations, including your opinions on public relations, how to use them and how they can benefit your project. With your group, discuss what image and message you would like to present about your community involvement project. SEVEC would love to hear the ideas and opinions you came up with on the subject of public relations please send your comments to your Program Operations Assistant or info@sevec.ca. Ideas on media and public relations

11 Part 3 Ideas on Writing a Newspaper Article When preparing to write your newspaper article, think of the following questions: What activities are you doing that you think your community would be interested in hearing? How do you think you can describe your activity in such a way that people can relate to what you re doing? People love to hear about successes and what you have learned. They also like making a personal connection. Who will you name in your articles as being a contact person or group in case a member of the public wishes to ask more questions, or get more information? Are you inviting members of the public to join you in volunteering and therefore are you providing a description of the help you would like and contact information? Or are you simply informing? Some things to consider: Use a pyramid style in writing your article. Start with very specific and pertinent information and gradually work your way to the general and background information. Write like you re speaking to the audience, using everyday language. Be aware of any translation requirements you might have if your article is being distributed to a wide audience. Find a bilingual volunteer to help you translate. Be sure to ask as many people as possible to proof-read your article. This way you can make sure your message is clear and there are no mistakes. If you intend to include a picture with your newspaper article, you will need permission from those in the picture to use it. Be sure to get the name of a journalist or the editor of the newspaper to let them know that the article is coming and then follow-up with them once it has been sent. Consider asking the journalist or editor for an interview as follow-up to the article you have sent. Be sure to ask when the article will be published so that you can tell others and ensure you get copies. Ask whether the article will be on-line so that you can send the link to others. Keep a record of all the newspaper articles you have sent including time, date, and destinations. Print copies of the articles to use in reporting your project if they are printed, include a clip of the article. Part 3 planning the exchange

12 Some suggestions for possible articles: A general article about the whole project A series of articles written by different members of the group each covering a different aspect of the project Articles that document what you or your group have learned A series of chronological articles, i.e. 6 months prior to project, 5 months prior to project, etc. Profile individuals working on the project followed by an update on their progress Articles that acknowledge and thank those who have supported and contributed to the success of the project Be positive Be postive and speak of only what you know to be true. Shelby Participant, Alberta Suggested activity: What other angles can you think of when writing about your project? SEVEC is very interested in seeing the newspaper articles you have written please send them to your Program Operations Assistant or info@sevec.ca. Internet Public Library The public internet library has lots of step by step guides on researching & writing a paper and links to online resources. 10 Ideas on media and public relations

13 Part 4 Sample Newspaper Article Canadian Youth Live and Learn in Sault Ste. Marie through SEVEC s Volunteer Exchange Program The sweet summer scent of Sault Ste. Marie could not be more welcoming for six dynamic youngsters from Altona, Manitoba. As part of a new summer volunteer exchange program facilitated by the Society for Educational Visits and Exchanges in Canada (SEVEC) and Canadian Heritage, six youth from the Soo are united with six of their counterparts from Altona to volunteer at this year s annual Rotary Fest. The team of SEVEC youth volunteers, between the ages of 15 and 18, are eager and excited to live and learn about Sault Ste. Marie! Sault Ste. Marie was chosen by SEVEC as one of the first two host communities for its high commitment to youth and community involvement. As indicated by the Youth Opportunities Task Force in the municipal Youth Opportunities Assessment Project, Sault Ste. Marie is dedicated to the development of community building and to making Sault Ste. Marie a better place for youth. SEVEC s Director of Programming and Communications, Cathleen Cogan Bird, is a firm believer in the value and potential of the Society s new volunteer exchange program. For 70 years, SEVEC has been a leader in offering Canadian youth the opportunity to improve knowledge, and understanding of Canada through exchanges with their country, community and peers, states Cogan Bird. In partnership with Canadian Heritage, SEVEC is proud to introduce this new exchange opportunity that will enable Canadian youth to become engaged and involved in communities across Canada through volunteerism. The goal of the experience is to expose youth to cultural discovery, teamwork, and community-building, continues Cogan Bird. She maintains that SEVEC has faith in the power of volunteerism; youth participants will feel a sense of accomplishment and a greater appreciation of Canada s diversity by helping others and learning about the values, customs, and way of life that are particular to unique communities, such as Sault Ste. Marie. The team of twelve arrive in Sault Ste. Marie on July 9. The group is scheduled to attend a city council meeting on July 11, and will begin volunteering at the Rotary Fest on July 13. A total of 192 hours will be devoted to volunteering and community support. Also, while in the community, the group will devote time to visit and learn about our vibrant and colourful region, from the Sault Canal to the Agawa Canyon Tour Train. Volunteering is about giving, contributing, and helping others and the community at large. The value of volunteering is not monetary; instead, it is measured in the differences an individual can make to the well-being of another and his or her community. Our six young individuals from the Sault and their Manitoban counterparts understand these values and the commitment of volunteerism as they embark on this journey of self-discovery, diversity appreciation, and understanding of the strength and significance of helping others. Drop by this year s Rotary Fest to meet the SEVEC volunteer exchange group, and to, most importantly, join in on the festivities! If you would like more information about this topic, or to find out how to get in contact with the youth volunteer group, call Cathleen Cogan Bird, Director of Programming and Communications at SEVEC, at (613) extension 206. Part 4 Sample newspaper article 11

14 Suggested Activity: Think of people involved in your project that you could interview for your article. When preparing to interview them: Get the community involved through the media All the media coverage you can get is great. Try to get your community involved before the project and exchange even happens. Marissa Participant Do a little research, find out as much as you can about them or their organization Ask if they are interested in being interviewed, set a time and place Prepare a list of interview questions and share it with them for feedback Be sure to record their name, title, address and phone number Record the interview As follow-up, send them a thank-you note with a copy of the published article Have a discussion with your group on public relations, including your opinions on public relations, how to use them and how they can benefit your project. Please send anything you would like to share on the above activity to your Program Operations Assistant or info@sevec.ca. 12 Ideas on media and public relations

15 Part 5 Ideas on Writing a Press Release A press release is an efficient way to send a message to the media on one main project or activity you are doing or idea you are presenting. In some cases, they reprint your press release exactly as you have written it. In other cases they write a summary and include it as a notice or an article. Press releases have a common format that tells whomever you send it to that it is a press release. Common features of a press release: It is short, speaks to one main idea and uses everyday language (ideally one page). It contains the logo and/or contact information for the person/organization distributing the press release. It has the words FOR IMMEDIATE RELEASE in capital letters across the top and a date. It has a title that captures what the press release is about. It covers the who, what, when, where and how of the one main idea you are communicating. It acknowledges other participating organizations or supporters as they relate to the main idea. It ends with the following symbol 30 in the world of journalism, this is code for you have now reached the end of the information that should be published. Anything that follows after will not be used in the distribution of the material. After the 30 is a good opportunity to put contact information or additional resources that you do not wish to see printed. Volunteer Canada Creating and developing youth-led volunteer projects guide. If you are ready to take on a challenge this guide will provide you with practical check lists, templates, tips and help you get organized to realize your community project. Part 5 Ideas on writing a press release 13

16 Things to remember; Use a pyramid style in communicating your information. Start with very specific and pertinent information and gradually work your way to the general and background information. Use everyday language like you re speaking to the audience. Have more than one person proof-read the press release to ensure there are absolutely no mistakes. Keep a record of all press releases you have sent including time and date. Print copies of the press releases to use in reporting your project. Make it easy for the media to cover your project It has been my experience that the media tends to be a bit lazy about actually coming out and covering events like the exchange. Therefore, I actually take matters into my own hands and take the photographs and write the (press release) story for them. This never fails to garner us some newspaper coverage. Sharon Group Organizer, BC 14 Ideas on media and public relations

17 Part 6 Sample Press Release Society for Educational Visits and Exchanges Canada (SEVEC) Gladstone Ottawa ON K1Y 3E6 PRESS RELEASE FOR IMMEDIATE RELEASE Canadian youth live and learn through the SEVEC Volunteer Exchange Program Sault Ste. Marie, ON, July 9, 20XX This July, twelve dynamic young people will be involved in a new volunteer exchange program sponsored by the Society for Educational Visits and Exchanges in Canada (SEVEC) and Canadian Heritage. The group, consisting of youth between the ages of 15 and 18 from Sault Ste. Marie, Ontario and Altona, Manitoba, will unite to volunteer at Sault Ste. Marie s Rotary Fest and Altona s Sunflower Festival. Along with a youth group leader, six participants from Sault Ste. Marie teamed up with six of their counterparts from Altona will live, learn, and volunteer together as well as discover one another s culture. They will attend a city council assembly, meet with Mayor John Rowswell on July 10 and volunteer at the Rotary Fest on July 13 and 14. On the final day of their experience, the youth volunteers will have the opportunity to write a short article about their experience. The journal style articles will be used to chronicle their time spent as a youth volunteer. The group will then depart Sault Ste. Marie for Altona, Manitoba to volunteer at the Sunflower Festival. SAMPLE Part 6 Sample press release 15

18 For 70 years, SEVEC has been a leader in offering Canadian youth the opportunity to improve knowledge and understanding of Canada through exchanges with their country, community and peers. In partnership with Canadian Heritage, SEVEC is proud to introduce this new exchange opportunity that will enable Canadian youth to become engaged and involved in communities across Canada through volunteerism. The volunteer group s stay in Sault Ste. Marie will run from July 9 to the If you would like more information about this topic, or to find out how to get in contact with the youth volunteer group: Contact: Cathleen Cogan Bird Cellular: (613) Office: Fax: (613) ccoganbird@sevec.ca SAMPLE Youth Entrepreneur Sustainability resources/toolkits/how to organize an event guide You can find more examples and ways to use the Media by visiting the Youth Entrepreneur Sustainability website. Take a look at their How to organize an event guide. 16 Ideas on media and public relations

19 Part 7 Tips on Taking Pictures to be Used for Media and Public Relations A picture really can represent a thousand words. In order for your picture to be effective, it is important to make sure the picture represents the thousand words you re trying to communicate. It s also important to remember that pictures used for the media and public relations have different characteristics than the pictures you take for personal use. A picture of family, friends or an occasion is meant to make you remember and feel the emotion of that time. Because it s an experience you or someone else had, you have help in connecting to the message of the picture taker. When pictures are used for media and public relations, they need to speak for themselves. They need to communicate an emotion, action and feeling to the viewer without the help of someone or a memory to interpret it for them. Here are basic tips to remember: Take pictures to document your work Like they say, pictures say a thousand words. Having pictures documenting what you have done is very helpful in promoting your project to the community. Rachel Participant, British Columbia Part 7 Tips on taking pictures to be used for media and public relations 17

20 CLIPS 5-01 (EN) Marie Bilodeau, Communications Coordinator of SEVEC shares her reaction to receiving updates on SCIP projects. She encourages participants to send in their pictures so that SEVEC can post them on their website, brochures and in various other publications <VIEW VIDEO When taking pictures: Most of the frame should be filled with the subject you are trying to communicate. It should dominate the picture. The picture should be clear, crisp and have as few shadows as possible. The picture should represent action, people moving, work happening, smiles, signage or a caption that engages the viewer. Make sure to examine all parts of the picture closely to ensure you have not captured someone being or doing something inappropriate or negative by mistake. Always be sure to identify everyone that is predominant in the picture and ensure you have their permission to use their image. Be sure to record the time, date and place the picture was taken for future reference. Keep a record of all the pictures you have taken including names, times, dates and a description. Print copies of the pictures to use in reporting your project. If taken with traditional film, you will need to be sure you have the means to have it scanned into a digital picture. If taken with a digital camera, it should have a high enough resolution [measured in dpi (dots per inch)] to ensure it can be used for printing. SEVEC would love to see the pictures you are taking, please send some of them with full information and disclaimer to your Program Operations Assistant or info@sevec.ca. 18 Ideas on media and public relations

21 Part 8 Sample Pictures This is a great picture the subject is looking directly at the camera, seems natural and comfortable, is smiling and is engaged in an action that the viewer might be curious about. Part 8 sample pictures 19

22 If the viewer knows the people in the picture or was present, this picture would bring back that memory. The photographer could also crouch or sit to take the picture to be on the same level as the subjects to further showcase what is on the table in front of them and what they are doing. This is a picture that speaks to the viewer. As the viewer we can draw a few conclusions: it was sunny, the occupants of the picture were involved in an organized event (the vest is very official) that took place along a roadside or sidewalk. We can also surmise they were having fun at this serious job since one subject is engaged in serious surveillance and the other is smiling. It would lead the viewer to ask, what are they doing? In taking this picture again, the photographer could ask that the sunglasses be removed and take from an upward angle to reduce the amount of shadow and better center the subjects. While it s clear to the viewer that these subjects are engaged in something, none of them are looking at the camera, the viewer does not feel invited to join. More than that, some of the subjects are also not engaged in the action in front of them reinforcing the viewer s impression. If this was the only picture you had to work with, you could engage the viewer with an active caption that explains the picture and invites the viewer to become involved. The logos on the t-shirts are good. If the writing on the truck does not enhance the message of the picture, the shot could be taken from another angle eliminating the truck. 20 Ideas on media and public relations

23 Group pictures are always difficult to take. Everyone in them has to be ready and presenting themselves at their best at the same time. This picture shows a group of happy people. If taken again, the photographer might want to move the group away from the tree so that there are fewer shadows. Having more of the subjects looking at the camera and all faces showing would help to reach the audience. The previous picture would be better than this one. In this picture one of the subjects has his face covered with his hand and one of the girls eyes are closed. Part 8 sample pictures 21

24 Take pictures before and after When taking pictures, always focus in on the area and take a picture before hand and after to show the difference you have made. Barry Participant, Ontario Document your project Take pictures at the begining stages such as planning, then of the project and of the end result. Kelly Participant, Manitoba 22 Ideas on media and public relations

25 Part 9 Sending Updates Another great way to share information on your project is through updates. These updates are meant to be short and concise and at regular intervals. It is important that the person you send the to has indicated interest in receiving them so you do not fill their inbox with unwanted . You can also share information by posting updates on your community or school websites. You will need to ensure you find out the proper process and requirements for posting information. Suggestions when starting updates Use a pyramid style in communicating your information, start with very specific and pertinent information and gradually work your way to the general and background information. Determine who the s should come from and always have them come from the same person. Compile a list of family, individuals, organizations and companies interested in receiving updates on your project. Create and save a distribution list. Be sure to paste your distribution list in the bcc line (blind carbon copy) of your address to ensure that people s s are not seen by everyone on the distribution list to remain confidential. Be sure to include a consistent message in your subject line, i.e. Update on the Community Involvement project of students at W.C. Millar Collegiate for the week of Themes of your bulletins can follow the same suggestions as those outlined for newspaper articles, page 7. Keep a record of all the bulletins you have sent including time, date and distribution. Print copies of the bulletins to use in reporting your project. SEVEC would love to be included on your updates. Please include your Program Operations Assistant or info@sevec.ca. Part 9 Sending updates 23

26 Send regular updates on your project I find sending updates on the project to everyone involved is a great way to stay in touch. They are reminded regularly about our project and who we are so when we need to ask them for help or share information, it s easier. I send the updates out when I m on the computer anyway so it s really convenient. Katie Participant, Quebec Environment Canada Official government website with lots of useful links to help you take action. 24 Ideas on media and public relations

27 Part 10 Ideas on Having a Successful Interview Through the course of your media and public relations activities, you or one of your peers might be called upon to do an interview. The interview might be for radio, television or recorded by a journalist writing an article. The interview may feature one person or many. It may be live or taped for future use. Whatever the case may be, the key to a successful interview is being prepared. Some tips for a successful interview Identify those members of your group who are interested and comfortable with being interviewed. Ensure they are kept current on all aspects of the project. Prepare a series of possible questions and answers that anyone in the group could be asked as part of the project and review them with the whole group. Be sure to record comments and suggestions made by other members of the group and include them in any revisions you distribute. Be sure that everyone has a fact sheet for them to keep handy on significant information relating to the project such as names of supporters, key dates and events, etc. Role-play interviews of all kinds with members of the group. Encourage them to be calm, listen carefully to the questions, speak clearly and confidently, summarize where possible, imagine themselves as the recipients of the information, acknowledge supporters, give appropriate thanks, and most of all have fun. Be sure to keep a record of all interviews. Record the time, date, place, who was being interviewed and by whom. Include this in the reporting of your project. Part 10 Ideas on having a successful interview 25

28 1-16 (EN) Sarah from Ontario gives her opinion on how youth can prepare for public speaking and presenting their project, noting practice and preparation as important factors <VIEW VIDEO Go into your community and ask for support Get a group of about three people together and make sure that they have what they want to say planned out, how they want to say it and that they give all the information about your project. Journalists want to know where the money is coming from and things like that. Kelly Participant, Manitoba Suggested Activity: With your group, role-play doing an interview and being interviewed. While doing this exercise, think about what advice you would give to others to help them with this process. You might consider videotaping this activity. Please send anything you would like to share on the above activity to your Program Operations Assistant or info@sevec.ca. 26 Ideas on media and public relations

29 Part 1 1 Ideas on Building a Media and Public Relations Plan All good projects need a plan. The media and public relations plan you come up with will ensure that your communication happens appropriately. Things to do before writing your media and public relations plan Set objectives for your media and public relations coverage and ensure everyone is in agreement. What overall message do you want to send and how? Make a list of any and all parts of your project that you think would be of interest to others. Make sure the list is in chronological order. For each part of the project that you have identified, think of what means you would like to use for communicating it to others what you will take pictures of, what you will write about, etc. Determine who outside of your project should be aware of what you re doing, when and how the general public, Mayor and Council, organizations that are supporting your project, etc. Talk with your peers and identify who is interested in writing and who is interested and comfortable with being interviewed should the occasion arise. Make sure all of these identified individuals are kept up-todate with what s happening on the project. Hook the community by making a (personal) connection in the lead paragraph of your texts, by naming an individual who lives there, an event that takes place there, or a person from the community who is involved. It may be enough to get the editor/target person interested, because a local angle is often enough to hook the reader into looking at the article, news, or press release. Make a list of all the media outlets in your community or audience you would like to reach including their address and contact information, i.e. radio, newspaper, television (see attached suggested media list template or make one of you own and share it with us). Part 11 Ideas on building a media and public relations plan 27

30 Make a list of possible locations or organizations where you could distribute or post information on your project, i.e. community bulletin board, school, non-profit organizations, Town or City Hall. Compile the above information, along with the other items you have completed throughout this resource collectively they represent the media and public relations plan for your project. Media in my community Name: date: Name and type of Media outlet Address Name of Contact Telephone Number Fax Number Address Dates of Contacts 28 Ideas on media and public relations

31 Notes: Media Awareness Lots of helpful tips sheets such as: Getting a youth perspective into the news, Making a communications plan, How to hold a media event, Writing a news release, Pitching a story idea, Writing a letter to the editor, Writing a news story, etc. Part 11 Ideas on building a media and public relations plan 29

32 Notes: 30 Ideas on media and public relations

33 Gladstone Ottawa ON K1Y 3E6 CANADA (613) 72.SEVEC ( ) or SEVEC Fax: (613) info@sevec.ca