What do you consider "the greatest moral factor and force in our public life"? For Joseph Pulitzer, publicity wins the title. Whether or not you agree, it’s hard to dispute the power of publicity to shape public awareness. That can be a huge asset to your organization–if you know how to use it.
As you begin the quest for a revitalized publicity strategy, remember that it all comes down to communication. Your goal is to convey a message to the public about your organization and issues. With the right tools and a little creativity, you can get your name out to thousands, if not millions, of people. Here are some ways to spread your message.
Compile a press list. When you’re compiling your list, make sure to get accurate names, phone numbers, e-mail addresses and mailing addresses. Make a phone call to the media outlet if you’re not sure who should receive your materials. And keep it current. Press is just as likely to have turnover as any other business, so review your list every few months to make sure you have current staff lists and working e-mail addresses. You won’t make it very far in your publicity excursions if you don’t have the right destination.
Craft a boilerplate. When creating your boilerplate, you can include information such as the mission, purpose and size of your organization as well as any notable accomplishments. Make sure that the information is timeless and can be used over and over without significant changes. The entire statement should be no longer than a paragraph, and it can be as short as two or three sentences. What can you include in your boilerplate that will make people want to find out more? A Web site or phone number can help turn their interest into action.
Compose press releases.The press release is a basic component of any publicity campaign. Your ultimate goal is to communicate with the general public, but the press release is specifically targeted to the media. Unlike a journalistic article, you are free to slant your press release to represent your own interests. If you are announcing the release of a new product, you are under no obligation to mention comparable merchandise produced by a competitor. When presenting your organization’s position on a current issue or event, your goal is to make your own views as newsworthy as possible. If reporters want other opinions, it is their job–not yours–to find and present them.
Write an op-ed. Everyone reads the opinion page. Well, maybe not everyone, but plenty of people do, and that’s why you should figure out how to get your organization front and center. If you work on an issue that draws wide public interest, an op-ed might be just the way to do it.
Op-eds are columns written by regular, everyday readers. They typically run around 600 words and address topics related to significant news stories, community controversies or other issues that could generate debate. They’re also hard to come by. Newspapers print far more letters to the editors than they do op-eds, which are often planned out weeks in advance.