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npw public relations tool kit 2013

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					                       Public Relations Toolkit: National Paddling Week (NPW)


The Goals:
•      To support community members/hosts of NPW events
•      Increase awareness of NPW
•      Promote a positive image of NPW and its partner hosts
•      Influence donor attitudes and decisions
•      Build attendance at special events
•      Increase volunteer recruitment
•      Help establish NPW and its partner hosts as good citizens within our community
•      Supplement NPW and its partner hosts advertising budget in a very cost effective way


The Focus:
To use public relations effectively is a key factor in planning a successful event. Getting positive free
publicity should be one of your main goals for any event. In this toolkit is a road map to valuable tips,
templates and information to help create effective media materials, and interact professionally with the
news media.


Available Media Opportunities


E - Media:
Facebook Page: To be created and operable by the end of October 2012 goals mirror website
Web site:
       To be up and running in January 2013.
       To provide NPW description/goals and partner host information/links.
       To include an events calendar for event hosts to self-register, which will notify Dawn when a
              new event is loaded on.
       To host free to organizers press kit, festival/event organizing hand book, logos for sanctioned
       PC events and non-sanctioned community events, How to write a grant support materials etc.




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Other Media
•      Calendar announcement: Also known as an event listing, a calendar announcement gives our
local media the date, time, location, purpose, and name of our event. We should send our calendar
announcement to the attention of the ‘calendar’ or ’event listings’ editor at our local newspapers,
magazines, radio, web partners and television stations.
•       Media advisory: A media advisory offers reporters ‘bare bones’ information about a particular
event. A standard advisory includes one or two sentences on who, what, when, where and why our
event is taking place. This should be crafted and sent to a reporter in our area who covers metro news,
community events or philanthropic activities.
•      News release: A news release (an in-depth media advisory, organized in a different way),
should be organized like a brief summary (2 pages max), including key facts and a quote from our
executive director, board chair, president, local dignitary or influential member of the community
involved with our organization.
This works best when written in a story form geared for our local newspaper. Always include a
headline for the release, an attention-grabbing introduction, a quote and possibly even graphs or charts
to illustrate important information.
•      Backgrounder:
A one page description of NPW and its partner hosts to accompany news releases and include in our
media kit, to give the media more information about: what NPW is; who the NPW partner hosts are;
links to partner web sites.
•       Letter to the editor: An effective publicity tool. Drafted by a partner or general member
addressed to the editor of our local newspaper, discussing the importance of Paddle Canada to our
community and how our events intend to support our chosen key aspects. Volunteer recognize is also a
key into the papers when we legitimately thank them. If possible, the letter should be signed by an
influential or well-known member of our paddler or member of the community so that the chances of
our letter being published will be increased.
•       Op-ed: Opinion Editorial: Op-eds or opinion editorials / articles could be are written a guest
writer to run opposite the editorial page. We could draft an op-ed piece, usually about 750 to 1000
words, to discuss the importance canoe recreational programs and the difference they make to our
community.


Proposed Media Schedule
Although each event is different, here are some general guidelines:
Calendar/Listings Announcement: Distribute to our local media during the sixth week prior to NPW.
Media Advisory: Distribute during the second week prior to our event.
Introductory News Release: Distribute one week prior to our event.


Press Kit News Release:
Hand distribute to media prior to or at our event, and mail to those media contacts who could not attend
with a photo, follow up article or details, a backgrounder sheet, a biography of key participant(s) and a
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sheet describing our co-sponsors and/or cross-promotional partners.
Follow-up News Release:
Distribute as soon as possible after the day of the event, preferably the next day. Also enclose one or
two black and white photographs of the event, which might include key speakers, or award recipients.
Proposed Media Schedule
Although each event is different, here are some general guidelines:
Calendar/Listings Announcement: Distribute to our local media during the sixth week prior to our
event.
Media Advisory: Distribute during the second week prior to our event.
Introductory News Release: Distribute one week prior to our event.
Press Kit News Release:
Hand distribute to media prior to or at our event, and mail to those media contacts who could not attend
with a photo, follow up article or details, a backgrounder sheet, a biography of key participant(s) and a
sheet describing our co-sponsors and/or cross-promotional partners.
Follow-up News Release:
Distribute as soon as possible after the day of the event, preferably the next day. Also enclose one or
two black and white photographs of the event, which might include key speakers, or award recipients.


Contacting Community Based Local Media
Use your list of local, provincial and national media contacts / ‘assignment editors’ / ‘metro/city editor’
at newspapers, magazines, radio and television stations. To this add a list of companies, partners or
corporate newsletters in our area, as well as university or college newspapers.
NPW should have a designated spokesperson and back up. Each event should designate a spokesperson
and back up prior to distributing media / news releases. to our local media, appoint someone who will
be the official spokesperson to the media for our organization. This is a board approved person who
will be available and able to speak to the media about our event if the media requests an interview.
Have a clear, simple information follow-up system in place to support our spokesperson.
Confirm the correct name and spelling of all media contacts prior to sending and keep track of anyone
who responds and publication results!




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Still Photographs and the Media
Create a set of support photos with releases for use as most newspapers and television stations welcome
strong and interesting visuals, a photograph will help generate pre-publicity for our event. Take black
and white photograph of a member of the NPW partnership or a key volunteer with an NPW partner to
send with our news release. Consideration needs to be given about using photos to capture what we
want to say about our event or our organization.
In addition to distributing our own photos with captions and a brief news release, invite each media
contact to send a photographer/camera person to shoot either a pre event, the set-up and/or the actual
event. NPW's logo most be prominently displayed at the event, in such a way that it will be captured in
photos and video. Spokes persons or a designated media person should be accessible to photo
opportunities and interview requests at all times to increase coverage of the NPW event.


News conferences may or may not work as well as a release or PSA (Public Service Announcement)
will in your area.
Send out a media release announcing the who, what, when, where and why of your event(s).
Early releases need to be followed up with a second reminder/up-date release for our event, to be
distributed about one week before.


The Media / Press Kit
A folder with pockets on both the left and right sides containing:
•      A black and white photo with caption as mentioned already.
•      A backgrounder about our organization.
•      A biography of our organization's executive director, board chair or president.
•      A news release about the event.


Get A Local Media Sponsor
Community or locally based radio stations might be an excellent way to get free advertising.
To do this, draft a letter outlining the NPW event, offer to mention the radio station’s sponsorship and
use its logo on all printed materials distributed for our event.
The best time period for these types of promotions would be the morning and afternoon drive time slots
where the greatest number of listeners are tuned in. Each time the radio station runs an announcement
of our event they should mention the day, date, time and location.
The promotions department may offer to arrange live coverage at our event and/or on a radio station
talk show or other program.
Local Newspaper Co-Sponsorship: Not often achieved with the main local papers, however the
secondary community papers may be an excellent way to obtain free advertising. Based on space
availability, try to negotiate at least two promotion insertions, a community article or free
advertisements.
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Social Media
Blogs, tweets or twitters are highly valuable and one or more volunteers would help to keep the event
current on the net and new media air.
Maintaining Media Contact
Someone needs to be able to give clear and concise answers about NPW to be available for interviews
with the media at all times, to increase coverage of our event.
One or two weeks before our event, we should telephone the media contacts at newspapers, radio and
television stations. Ask for the person you sent the information to, by name to follow up.


Follow up Call Points: *Prepared for in advance will help encourage coverage of the event
•      Our event is hosted by _____________ and the following local sponsors:
•      Our event is a way to recognize and celebrate:
•      Paddling makes a difference to our community and helps many people:
•      Describe the event: fun-filled, all ages, cost if applicable and what the $ would be used for
•      First event of this kind in our area or for Paddle Canada
•      Great photo opportunities
•      Number of people expected to attend.
This friendly, enthusiastic, and concise call around should tell us what media plans to attend our event,
or at least to do a story on it, and if not, this is the time to encourage them to do so.
•     No's: Accepted in a cordial and professional manner with a thank you for their time. While they
may not be interested in our event today, they may well be interested in the future.
•      Keep a written record of each media contact you speak with, whether you call them or they call
you. Also, keep careful notes on any requests they have made, such as requests for photos or other
information.
•      Return any phone calls made by the media as soon as possible.
•      Find out media deadlines.




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Follow up Phone Script *You should create a phone script pre call for consistency:
"Hello, this is Dawn of _________ calling about our 40th Anniversary event on (date, time and
location) to (explain why ________ is hosting this event)"
Editor: Would you like to assign a reporter to attend and cover the event, bringing a photographer
Reporter: I hope you can attend all or part of the event, and please feel free to bring along a
photographer.
Would you like to meet with our spokesperson from Paddle Canada prior to the event?
Reporters can check in at the yellow tent inside the front gate to have easy access to the site and spokes
person.


Sample news releases paragraph:
Ontarians have a long history of paddle sport. Almost 1.5 million Ontarians or 1 in 6 enjoy paddle
sports every year in this province. Paddle sports are vital to this province's community and
environmental health, providing sports, recreation, and cultural enhancement to all involved.


Calendar Listings Announcement: For Immediate Release: (Date)
Sample Calendar/Listings Announcement:
NPW to Host a series of 40th anniversary events which share to excitement and rewards of
paddling as an incredible recreation sport and way of life.
Kingston – ___________ will be hosting a free canoe introductory class at Macdonald beach on April
20th, 2013 10 am – 2 pm to welcome new comers to the sport. (briefly explain what the event is
expected to accomplish).(Brief description of our event here - information such as age group targeted,
admission fee if applicable, entertainment, audience expected). (If there is an admission fee, explain
how the fee will be used).
- 30 - *understood by journalists to mark the end of the text. It should be centred on the page.
For more information, contact: (name, phone number) to Calendar Editor: Please run this
announcement through (date of event).




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Media Advisory:
For Immediate Release: (Date)
Who: NPW host event
What: Will be hosting a free canoe introductory class
When: Saturday, April 20th, 2013 10 am – 2 pm
Where: Macdonald Park at the corner of Barrie St and King St W in Kingston
Why: In celebration of 40 years as a paddling support organization for new and experienced paddlers.
(One paragraph history of Paddle Canada here).
Describe the potential photo / footage op: (such as a ribbon cutting, presentation, or announcements).
- 30 -
Contact: (our name, title) (telephone #)


Introductory News / Press Kit Release:
For Immediate Release (Date)
Hosts (name of your organization's event) to (brief explanation of what our event will
accomplish)
_________ to Host a series of 40th anniversary events to share to excitement and rewards of this
incredible sport and way of life.
Kingston – ____________ will be hosting a free canoe introductory class at Macdonald beach on April
20th, 2013 to welcome new comers to the sport. (briefly explain what the event is expected to
accomplish).(Brief description of our event here - information such as age group targeted, admission
fee if applicable, entertainment, audience expected). (If there is an admission fee, explain how the fee
will be used).^Add a brief description of the event including target age group(s), admission fee if
applicable, entertainment, audience expected, and similar).
Include a quote from the chair, such as: "We are very excited to share our 40th anniversary" said (name
and title), it gives us an opportunity to (explain what the event will do)," says (name, title, our
organization).(Mention any co-sponsors or cross-promotion partners here giving a brief description of
their contribution and who they are).(A short description of our organization, what you do, who you
help and how long you have been doing it.)
- 30 -
For further information contact: (our name, title)(telephone #)




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Sample Follow-up News Release:
For Immediate Release (Date)
Local Organization: Name
Kingston - On April 20th, 2013 from 10 am – 2 pm ___________ hosted a free canoe introductory class
at Macdonald beach to welcome new comers to the sport. (briefly explain what the event was and how
it accomplished what was expected) and (insert names of any co-sponsors and/or cross-promotional
partners for the event, such as the local radio station or food vendor).(Quote from our board chair,
executive director or president about our event).(Brief description of exactly what our event was
including information about age group targeted, entertainment, audience).(If there was an admission
fee mention here what the fee will be used for - costs of the event, fundraising, donation to charity or to
purchase new equipment).(A short history of NPW or your organization, who you are, who you help
and how long you have been doing it).
- 30 -
For further information contact: (our name, title)(telephone #)


Organization Backgrounder: See Attached
Board/Key Celebs/Executive Biography: *Create a form and have board and celebs
(Name of our organization's Executive Director, Board Chair or President) Executive Director, Board
Chair or President (Name of our organization)
(executive director, board chair or president's name) was appointed (executive director, board chair or
president) of (our organization's name) in (month, year). He/she is responsible for (give a brief
overview of his/her duties).Prior to joining (our organization's name), Mr. / Ms. (surname) served as
(fill in title) for (name of organization or company) from (month, year) to (month, year).
(Note: You might also list the previous two or three positions held)
Next, list any volunteer or community service involvement other than working for charitable non-profit
organizations if applicable, or any other special noteworthy statement or achievements about him/her:
Mr./Ms. (name) serves as (title) for the (name of organization), as well as (continue to list
community/volunteer involvement as appropriate).
A graduate of the (name of university or college) with a degree or diploma in (type of degree or
diploma), Mr./Ms. (name) resides in (location). Note: if you wish, include who he/her resides with: i.e.
a wife/husband (name), a son (name) and a daughter (name).
- 30 –


We must wrap it all up with special thank you to the local press who attended and/or covered our
event!:




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