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Public Relations Tool Kit - Pioneers

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					           Pioneers Dish It Up: Feeding Families Healthy Food
                        Public Relations Tool Kit
                            Table of Contents


[Page 2]     Pioneers Media/Public Relations Contacts -- Information on
             the key PR contacts at Pioneers headquarters and sponsor
             companies.

[Page 3]     Dish It Up Media Outreach Timeline – Key dates and
             deliverables for media outreach surrounding the Dish It Up Event.

[Page 4]     Key Messages -- Top line key messages that can be leveraged in
             media interviews, materials and any communication regarding the
             Pioneers Dish It Up Event.

[Page 6]     Frequently Asked Questions -- Answers to potential questions
             media may ask regarding Pioneers and the Pioneers Dish It Up
             Event.

[Page 10]    Pioneers Media Communication Guidelines –- Guidelines and
             key protocols for communicating with the media, including
             recommended spokespeople, tips and tools.

[Page 12]    Media Tips & Tools –- Key reminders and tips regarding media
             engagement as well as topics and areas to avoid.

[Page 13]    Pioneers Background/Fact Sheet – Two page document
             highlighting the history of the Pioneers, information on the
             Centennial and key facts about the organization.

[Page 14]    Social Media Tips & Tools – One page checklist/tips of best
             practices for leveraging social media in generating awareness about
             the Dish It Up event.

[Page 16]    Public Relations Check List -- Reminder list of key elements
             needed for community Dish It Up events (i.e. photos, photo
             release, video, spokesperson, etc.).

[Page 18]    Photo Release and Interview Waiver -– Anyone at your
             community Dish It Up event who is photographed or video taped
             must sign this release form.
                Pioneers Media/Public Relations Contacts

Following are the key contacts for any media relations/public relations
questions, comments or issues. Please copy Pioneers headquarters on all
requests.

Pioneers Headquarters
Carey Wirtzfeld
President
303-571-9240
cwirtzfeld@pioneersvolunteer.org

Canada
Michael Sears
President and CEO Canadian Pioneers
888-994-3232
Michael.Sears@bellaliant.ca

Public Relations Consultants
Heather Lindemann
Fitzgerald Petersen for Pioneers
303-570-0011
heather@fitzgeraldpetersen.com




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              Pioneers Dish It Up: Feeding Families Healthy Food
                           Media Outreach Timeline


Two Months from Event:         Begin building media list in local markets
                               Brainstorm possible social media tools for event


One Months from Event:         Finalize local media list with best contacts
                               Search for local calendar opportunities
                               Build social media tools, if relevant


Three Weeks from Event:        Prepare press materials (press release/ pitch/alert)
                               Continue to implement social media tools

**NOTE: Pioneers Headquarters will send a press release and media alert to all
participating chapters approximately three weeks prior to event for use with
local media.

Two Weeks from Event:          Conduct media outreach to local print media
                               Follow up via phone 24 hours following outreach
                               Pitch in-studio media interviews and calendar listings
                               Continue to implement social media tools


Week of Event:                 Follow up with all targets for potential coverage
                               Confirm any onsite media attendance
                               Encourage possible in-studio media interviews
                               Leverage social media tools for awareness


Event Day:                     Distribute press materials early morning to media
                               Place phone calls to assignment desks for follow up
                               Manage onsite media attendance and needs
                               Capture photos for any media unable to attend
                               Ensure all interviewees have waivers signed
                               Update all social media tools for exposure of event

Post Event:                    Make sure to follow up on all media requests
                               Distribute 1-3 top event photos to all news desks
                               Recap success of event through social media tools
                               Send key articles/photos to Pioneers Headquarters




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-FOR INTERNAL USE ONLY-
                             Pioneers Dish It Up
                                Key Messages

Pioneers Dish It Up: Feeding Families Healthy Food
Key Message: In celebration of the Pioneers’ 100 years of service, volunteerism
and philanthropy, the organization is hosting one of the biggest volunteer efforts
in its history. Pioneers Dish It Up aims to feed one million people across the U.S.
and Canada who face the daily challenge of ―food insecurity.‖

Dish It Up Support Messages:
    From Sept. 11-25, the Pioneers will collect healthy food in local
      communities across the United States.
    The event will culminate in September with a weekend-long volunteer
      effort focused on addressing hunger in our communities.
    With the support of partners such as Liberty Mutual and Feeding America
      Pioneers aim to provide more than one million healthy meals to ―food
      insecure‖ families across North America through a variety of community
      service activities.
    This event will focus on three areas:
      o Awareness: Inform key audiences across the U.S. and Canada of the
          need for healthier food in food banks across North America. Those
          making food donations will understand their options in selecting
          inexpensive, yet healthy food offerings.
      o Education: Educate communities that food donations can be helpful,
          healthy (brown rice vs. white rice) and easy to prepare. Select events
          will showcase nutrient-rich cooking demonstrations and offer healthy
          recipe cards.
      o Results: Ensure individuals and families that receive assistance
          through food banks will have the opportunity to access healthier food
          and eat healthier meals.
    Volunteer efforts will occur in up to 1,100 locations in 65+ cities and will
      involve thousands of volunteers.
    Activities will focus around collecting healthy food donations but will also
      include transporting food to shelters, filling backpacks with healthy snacks
      or easy to prepare ―weekend‖ food for children, and serving food at local
      shelters or soup kitchens.
    Anyone can donate healthy food to the drive by going to
      www.pioneersvolunteer.org and clicking on Dish It Up for more details on
      types of healthy, shelf-stable food to donate (such as cans of black beans,
      boxes of whole grain pasta, etc.) as well as find locations in their local
      communities where they can drop off their items.




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Key Statistics:
   The United States has 49 million "food insecure" - one in four being
     children, a 46% increase since 2005.
   In Canada, over 800,000 individuals access food banks on a monthly
     basis.
   In the past 2-3 years food banks have experienced severe shortages as
     many people have reduced their charitable giving and more people have
     needed a helping hand.
   The inexpensive, non-perishable foods typically donated to food banks are
     mostly processed foods high in calories with limited nutritional value.

Pioneers Messaging
Key Message: A non-profit volunteer network of current and retired
telecommunications employees, Pioneers is committed to effect immediate,
tangible change in local communities.

      The Pioneers partner with telecommunications company sponsors,
       including AT&T, Qwest/CenturyLink, Verizon Foundation, FairPoint
       Communications, Frontier, SaskTel, Bell Aliant and Telcordia.
      Pioneers are a dynamic network of volunteers who move those in need
       from adversity to achievement.
      Founded in 1911 as the Telephone Pioneers of America, Pioneers has
       grown to be the largest industry-related volunteer organization in the
       world.
      Pioneers is a non-profit network of more than 620,000 volunteers and
       members.
      Committed to serving communities in the United States, Canada and
       around the world, Pioneers is headquartered in Denver, Colorado.




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            Pioneers Volunteer Dish It Up One Day Project
                      Frequently Asked Questions

Q: What is Pioneers Dish It Up?
A: In celebration of the Pioneers’ 100 years of service, volunteerism and
philanthropy, the organization is hosting one of the biggest volunteer efforts in
its history. Pioneers Dish It Up aims to collect enough healthy food to feed one
million people across the U.S. and Canada who face the daily challenge of ―food
insecurity.‖

Q: What is “food insecurity”?
The World Food Summit of 1996 defined food security as existing ―when all
people at all times have access to sufficient, safe, nutritious food to maintain a
healthy and active life.‖ Commonly, the concept of food security is defined as
including both physical and economic access to food that meets people's dietary
needs as well as their food preferences.

Food security is built on three pillars:
  1. Food availability: sufficient quantities of food available on a consistent
     basis.
  2. Food access: having sufficient resources to obtain appropriate foods for a
     nutritious diet.
  3. Food use: appropriate use based on knowledge of basic nutrition and care,
     as well as adequate water and sanitation.

Therefore, food insecurity is when these elements are not present.

Q: How many Pioneers volunteers are slated to participate in the Dish
It Up event?
A: The goal of this project is to mobilize and unite as many of our 620,000
Pioneers as possible over a two-week period in September to help the ever-
growing food insecure population across North America.

Q: How will the Pioneers Dish It Up program achieve these goals?
A: Pioneers Dish It Up will kick off on September 11, 2011, the National Day of
Service and Remembrance, with a focus on collecting nutritious, non-perishable
food that will go directly to support local food banks and other food service
agencies. The project will wrap up the weekend of September 24-25, 2011, with
food being delivered to partner organizations that will help feed the ―food
insecure.‖ Volunteer efforts will occur in up to 1,100 locations in 65+ cities and
will involve thousands of volunteers.




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Q: Can you provide examples of the types of healthy foods you are
hoping to have donated through Pioneers Dish It Up?
A: Pioneers Dish It Up will collect food items that have high nutritional value and
are based on the USDA’s new food plate. For example, brown rice is more
nutritious than white rice and food such as canned fruit should not contain
added sugars. Other examples of foods that Pioneers Dish It Up would like to
distribute to food banks include canned vegetables, whole grain pastas, canned
meats, dried or canned beans and peanut butter.

Q: Does the Pioneers have help from other organizations to collect
enough food to feed one million people?
A: With the support of partners such as Feeding American and Liberty Mutual,
Pioneers volunteers will host a variety of local community service activities to
collect the food.

Q: What types of community service events are planned for Pioneers
Dish It Up?
A: Activities in towns and cities across North America will focus on collecting
healthy food donations. Many of the events will also include transporting food to
shelters, filling backpacks with healthy snacks or easy to prepare ―weekend‖
food for children, and serving food at local shelters or soup kitchens.

Q: How many Pioneers chapters are participating in the food drive?
Over 70 Pioneers chapters across the U.S. and Canada have signed up to
participate.

Q: What are some ways that chapters might donate food?
Many Pioneers Chapters are starting to plan ways they might collect the food
listed on the recommended donation list including:
     Creating competitions/incentives (i.e. largest individual donation, each
       bag donated earns a prize, challenge teams to fill a box, etc.)
     Hosting a party with admission being non-perishable, healthy food.
     Collecting food at Pioneers weekly/monthly meetings.
     Asking friends, family and/or colleagues to skip a meal and donate what
       they would have spent on food for the donation.
     Inquiring about the opportunity for members’ places of worship to hold a
       ―reverse collection‖ where individuals give food in support of the Pioneers
       food drive rather than their normal cash donation.
     Including food drive information in take-home notices, school newsletters
       and calendars.
     Notifying local community centers, churches, libraries, and the media
       about local Pioneers’ collection events.
     Collecting food at local sports events such as high school or college
       football games, etc.
     Involving local college fraternities and sororities which are often required
       to do community service and are looking for projects.
     Showing short videos such as cartoons or travelogues at school lunches
       and suggest that admission is a few cans of food.



                                                                          7|Page
      Providing donation lists to individuals entering local grocery stores so they
       can purchase and donate food on the spot.

Q: What are some of the recommended healthy foods?
A: Across the board, food banks are looking for the following foods: Whole grain
pasta, brown rice, dried or canned beans, canned fruit (packed in juice), canned
vegetables, canned meats and peanut butter

Q: What if someone wants to be a part of Pioneers Dish It Up in his or
her hometown or region?
A: Anyone can donate healthy food to the drive by going to
www.pioneersvolunteer.org and clicking on Dish It Up for more details on types
of healthy, shelf-stable food to donate (such as cans of black beans, boxes of
whole grain pasta, etc.) as well as find locations in their local communities
where they can drop off their items. We are also accepting monetary donations.

Q: Why did the Pioneers Volunteer Network decide to host an
international food drive of this magnitude for their 100th Anniversary
project?
Pioneers have been helping feed individuals in our communities throughout our
history – and this issue has never been more pressing than it is today. The
United States has 49 million "food insecure" people - one in four being a child, a
46% increase since 2005. In Canada, over 800,000 individuals access food
banks on a monthly basis. In the past 2-3 years food banks have experienced
severe shortages as many people have reduced their charitable giving and more
people have needed a helping hand.

Q: Why did the Pioneers focus on healthy food items for Pioneers Dish
It Up?
The inexpensive, non-perishable foods typically donated to food banks are
mostly highly processed foods, high in calories with limited nutritional value. The
Pioneers wanted to create a donation of more wholesome food items, while
educating people about the importance of providing healthier food.

Q: Who are the Pioneers?
A: Pioneers are a dynamic network of volunteers who move those in need from
adversity to achievement. Founded in 1911 as the Telephone Pioneers of
America, Pioneers has grown to be the largest industry-related volunteer
organization in the world. Pioneers works in partnership with its sponsors
including AT&T, Bell Aliant, Qwest, SaskTel, Verizon Foundation, FairPoint
Communications, Frontier and Telcordia. Celebrating 100 years of service in
2011, Pioneers is a non-profit network of more than 620,000 volunteers in North
America. Committed to serving communities in the United States, Canada and
around the world, Pioneers is headquartered in Denver, Colorado.

Q: What other events are planned for the Pioneers’ Centennial year?
A: Needless to say we are excited to celebrate 100 years of Pioneer service in
the U.S. and Canada. In addition to Pioneers Dish It Up, the organization is also
giving back to local Pioneers communities through its Pioneers Volunteer

                                                                          8|Page
Community Grant Program. Twenty-one grants totaling more than $524,560
were awarded to help communities across the U.S. and Canada. We also have a
number of events and celebrations planned including a culmination celebration
in November at our annual meeting in Boston. Check our web site
(www.pioneersvolunteer.org) for announcements and more information on all
that we have planned for 2011.




                                                                     9|Page
              Pioneers Media Communication Guidelines

The following document is designed to guide all chapters and communications
staff in the process of navigating media communications surrounding the
upcoming Pioneers Dish It Up event. This will serve as a guideline for
communication and protection from the risk of providing inaccurate information
to media. It also allows media appropriate access to information about Pioneers,
its sponsor companies and upcoming Centennial events.

Suggested Spokesperson(s)
The following people should be considered to speak on behalf of the Pioneers
Dish It Up event. You should identify who are the best representatives of your
project but please consider a breadth of spokespeople who can offer the media
different perspectives and information. Spokespeople could include:
        Chapter President
        Project Leader
        Project Recipient (food bank, soup kitchen, school, etc.)
        Project Partner (if applicable)
        Local Government/Dignitaries (i.e. town mayor)
        Local Celebrities

Communication Guidelines
Any and all communication with media must be vetted through the approved
channels. Make sure to check with your chapter president on the appropriate
communications channels before engaging with any media.

Under no occasion should any comment or information be provided to media
without prior consent from these approved channels. This will help media get
what they need and help us leverage any media opportunity for the greatest
value.

Notification Process
Because media are on deadline and our goal is to provide them with prompt and
accurate access, the following procedures must occur in every effort to put
media in touch with approved personnel.

   1. For all national media inquiries (i.e. New York Times, Today Show, USA
      Today) please contact Heather Lindemann at Fitzgerald Petersen (303-
      570-0011; heather@fitzgeraldpetersen.com). For local opportunities (i.e.
      your local newspaper or television station) please contact your company
      PR/communications representative (if applicable). If you have any
      questions or are unsure about the appropriate protocol, feel free to
      contact Heather Lindemann (contact info above) or Pioneers
      Headquarters.

   2. If a reporter presses for comments, indicate that only an authorized
      spokesperson can comment. This will ensure consistency and
      confidentiality of information.


                                                                      10 | P a g e
   3. Let media know that they will receive a response within 60 minutes of
      their call.

   4. Keep a record of who called, for what matter and from what media outlet.
      Make sure to share this with Pioneers Headquarters for their records.

   5. The PR/Media person will contact the reporter and gauge which
      spokesperson is appropriate for the media opportunity.

When a media call/query comes in, following are the questions to ask so that
the best and fastest information can be shared with the PR/Media contact.

   1. ―Please tell me your name and your publication.‖

   2. ―What is your deadline?‖

   3. ―Please give me some details about the story you’re working on; what is
      your specific angle and how can we help?‖

   4. ―Have you talked to any other people about our event/project?‖




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Media Tips & Tools

                   DO                                        DON’T

•   Know your key messages                 •   Use jargon or acronyms
•   Anticipate questions                   •   Speculate or guess
•   Be succinct                            •   Say ―no comment‖
•   Know the reporter, format and          •   Position your personal platform as
    audience                                   the company’s
•   Remember that body language is         •   Argue
    90% of your message                    •   Repeat the negative
•   Know what you want your audience       •   Over-answer
    to do or think
                                           •   Comment on rumors
•   Be conversational but do not lose
                                           •   Aggressively attack competitors
    sight of your agenda
                                           •   Ask about the publication and its
•   Stay cool and in control
                                               focus (make sure you know this
•   Let pauses happen to gather your           beforehand by proper preparation
    thoughts (with the exception of live       and research!)
    broadcast segments)
•   Use powerful words (―I know‖
    rather than ―I think‖)
•   Be yourself



Topics/Areas to Avoid

    •   ―Off the record‖ material (It’s NEVER ―off the record‖)
    •   Financial projections
    •   Legal matters / pending lawsuits
    •   Premature discussion of events or results
    •   Questions beyond your area of responsibility
    •   Highly charged topics (i.e. religion, politics, etc.)




                                                                         12 | P a g e
Pioneers: Celebrating 100 Years of Fellowship, Loyalty and Service
Pioneers is the largest industry-related network of volunteers in the world. Founded in
1911 and celebrating its Centennial in 2011, Pioneers members are committed to
improving the quality of life in the communities they serve through immediate and
tangible change.

   Membership is comprised of more than 620,000 current and retired
    telecommunications workers
   Pioneers volunteer more than 15 million hours annually, responding to the individual
    needs of their communities
   Members span North America in the U.S. and Canada
   Sponsor companies include AT&T, Bell Aliant, FairPoint, Frontier, Qwest, SaskTel,
    Telcordia Technologies, and Verizon Foundation

Centennial Celebration
This year, Pioneers will be celebrating 100 years of fellowship, service and loyalty. One
hundred years means hundreds of Pioneers projects — everything from feeding the hungry
to helping the disabled to fostering literacy.

Founded in 1911 as the Telephone Pioneers of America with just 734 members
(including Alexander Graham Bell), the organization began as a place to build friendship
and fellowship. It soon became a place to organize community service and
philanthropy. Chapters, councils and clubs began their own initiatives, mostly working
with children’s groups.

By 1958, community service was established as the Pioneers' "New Tradition." Today,
the organization is the world's largest group of industry-specific employees and retirees
dedicated to community service.

How It Works                                         Pioneers Board of Directors
                                                      James M. Schmit, Chairman of the Board
Pioneers offer a conduit by which the
                                                      Carey Wirtzfeld, President
telecommunications industry sponsor company           Michael Sears, Canadian Pioneers Vice
employees and retirees contribute to the               President
wellbeing of local communities. The Pioneers          Crystal Adams, Qwest/Century Link
volunteer network has steadily grown through its       Pioneers Vice President
grassroots efforts to spread a mission of service.    Brad Yates, AT&T Pioneers Vice President
                                                      Dan Katze, New Outlook Pioneers Vice
                                                       President
Deeply connected to their communities, each
                                                      Stephen Kohn, Verizon/Frontier/
other and their sponsors, members are committed        FairPoint/Telcordia Pioneers Vice President
to meeting the unique needs of their local
communities through projects and programs that
foster a longstanding legacy of working together
to change lives.                                                            Public Relations Contact
                                                                                   Heather Lindemann
                                                                       Fitzgerald Petersen for Pioneers
Whether it's a cash donation to support a
                                                                      heather@fitzgeraldpetersen.com
homeless shelter or a one-on-one tutoring project
                                                                                       (303) 570-0011
to battle illiteracy, the positive impact Pioneers
have in the lives of the people they serve is
immeasurable.


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                                     Social Media Tips

Pioneers participating in the Pioneers Dish It Up might leverage social media as part of
marketing and visibility efforts. Following are tips and tools for best practices in utilizing
social media for your event. These tips are geared toward Facebook as the primary
social media tool; however, most of these tips can also apply to Twitter, YouTube and
other social media outlets.

Tips for Your Page

      Create a Local Facebook Page: If you haven’t already, create a local Facebook
       Page for your Pioneers Chapter. This is a great tool to share news about your
       Pioneers events, engage your community and build team unity among your
       Chapter.

       Note that you should create a Facebook Page as opposed to a Group. Pages
       allow you to publish directly into the news stream where you can engage fans
       with a variety of different media, such as videos, polls and status updates. Pages
       also allow you to analyze how fans are interacting with your page via the Insights
       Dashboard, giving you instant feedback to help you adjust your method.

      Links: One of the best tools for increasing page views is to link to other pages.
       Make sure you link your page to organizations and partners you’re working with
       including local government organizations, corporate partners and like-minded
       non-profits. Remember to tie into Pioneers Headquarters website (Pioneers
       Headquarters’ organizational page) and use the Share link to distribute items
       from the Pioneers Headquarters Facebook page to your page.

      Connect: Facebook is about establishing relationships and connecting with
       people on a personal level. Use your tools to give Friends/Followers an idea of
       what’s happening at your chapter – for example, events, fundraisers, meetings
       and other activities. Publish insightful and interesting information in your status
       updates, calendar updates; engage with polls or by posting videos, photos or
       other links. Ask your fans to utilize the Share link on your Facebook page to post
       items on their page so that friends in their networks can also find out about your
       organization.

      Talk Back: Social networks are for conversation; so when fans/volunteers post
       messages and information, answer back. You don't have to reply to everything,
       but check in daily to assess what’s happening. You might be able to field a
       question or point out some helpful information. Designate 1-2 Facebook
       ―owners‖ or ―spokespersons‖ that check/post items to your Facebook page daily.
       This will help you maintain consistency.

      Events: The Facebook Events calendar is a great tool to remind your
       membership of upcoming events. It automatically sends reminders to those who
       are ―friends‖ of your chapter. Event attendees can also post updates and
       engage one another.




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General Social Media Tips

      Be Unique: Make your social media presence unique. Think about creating
       content that is specific for Facebook and the kinds of people who interact through
       this social media site. Videos, photos and volunteer testimonials are a great way
       to show personality.

      Create Community: Survey your members and find out who belongs to other
       social networks (Facebook, Twitter, etc.). Send them an e-mail inviting them to
       ―Like‖ your site or ―Follow‖ you on Twitter.

      Be Authentic: Social media is about conversation. Make sure your social media
       pages have personality and authenticity. Always interact with your followers on
       social networks as you would in person. You’re representing Pioneers in
       everything you do, of course, but you’ll have more success in getting people
       involved if you aren’t afraid to share your personality.

      Keep it Simple: Pare down your social media presence to only the essential
       sites. It’s better to leverage two or three sites really well then to have inactive
       and stale accounts on 20. Inactivity turns users away, so be careful not to bite
       off more than you can chew. Remember to tie into Pioneers Headquarters
       website and use the Share link to distribute items from the Pioneers
       Headquarters Facebook page to your page.

      Be Creative: Interactivity is what marks social media as "social." Develop
       creative ways to help your supporters and volunteers stay engaged by posting a
       quiz (e.g. about your chapter or an event), or take a poll (e.g., about what the
       next volunteer opportunity should be).

      Be Resourceful: Many resources are available to help with creativity (including
       Pioneers Headquarters staff). Also check the InsideFacebook blog or
       facebook.com/nonprofits for examples, ideas and screen shots.




                                                                                 15 | P a g e
                               Public Relations Checklist
As you are planning your Pioneers Dish It Up community event, consider adding the
following items to your list in order to best share your story with media and the
community.
      Agenda -- Prepare a brief agenda for the event that you can give media,
       including:
       1. Start / finish times which may affect participants’ travel arrangements
       2. Speakers, topics and length of speeches
       3. Pace and variety of event: e.g.
           a. show-and-tell v. question and answer
           b. visuals such as video, power point presentations
           c. consider any equipment/technology needs e.g. microphone, video screen,
           etc.

      Press Materials – is there background information that you would like to hand out
       to media that attend the event?: e.g.,
          a. Background on the Pioneers and the local chapter
          b. Event/project detailed background information
          c. Background on the sponsor (i.e. AT&T, Verizon Foundation, Qwest)
          d. Background on the benefitting organization
          e. Bio information on any speakers

      Media List – be sure to bring your local list of print, online, radio and television
       media contacts with you to the event to call them if weather and plans change.
       Also, please make sure your cell phone number is on your alerts so media can
       communicate with you the day of the event.

      Business Cards – bring plenty of business cards to hand to local media so that
       they can follow up with you if they have questions. You should also have contact
       information for Headquarters should follow-up questions come up, as well.

      Video – Grab a video camera, like a portable Flip camera, and take short (two
       minutes or less) shots of footage of the best parts of your story that you can
       upload to the Pioneers Web site or offer to online media. Some additional
       suggestions include:
          o Find a camera with a built-in microphone or buy an auxiliary one to
              capture the best audio. Try to capture short quotes from noteworthy
              people at the event such as dignitaries, government officials, local
              celebrities, community leaders, parks and recreation officials.
          o Think about ―media worthy‖ shots like giving serving food, delivering food
              donations, food collections, etc.
          o Consider buying a tripod to ensure the video is still and not shaky.
          o Avoid wide shots – they’re not detailed enough for online media.
          o Avoid panning or zooming – this is too much movement and will make the
              video feel shaky.
          o Edit your video to ensure you send the most relevant and quality material
          o Tag each shot with short headlines that can be optimized online and
              coincide with your campaign


                                                                                  16 | P a g e
   Pictures – Bring a digital camera or even better ask a local photographer to
    donate or pro-rate his/her time to capture the event. Remember media need
    photos with a minimum resolution of 300 dpi and the shots should contain as
    many visuals as possible (highlights the event in a single photo). Consider
    creating a photo shot-sheet of all the photos you want to capture from the
    event/project (e.g., speakers, volunteers planting trees, etc.). Please take at
    least 10-15 photos and then select the best ones that showcase the event.

   Photo Release – Make sure to bring plenty of copies of the Pioneers photo release
    (included in this kit) with you. Anyone who you photograph for any public posting
    (media, Web, social media) must sign this release and a copy of the release
    provided to your Chapter Manager.

   Quotes – Be sure to ask project volunteers to provide a few quotes re: why they
    volunteer, why they joined the Pioneers, why they are volunteering today, why
    it’s important to give back, etc.

   Facts/Stats – Keep track of fun and interesting facts. How many hours were
    donated? How many volunteers participated? How many people were impacted?
    How many pounds of food gathered?

   Track Media Impressions – as part of your follow up you should track your
    project’s media impressions on television, radio and in print and provide to your
    chapter manager.




                                                                            17 | P a g e
                        MEDIA CONSENT AND RELEASE FORM

For valuable consideration, the receipt and adequacy of which I acknowledge, I
irrevocably give to TelecomPioneers, a Colorado non-profit corporation, its subsidiaries,
affiliates, chapters, sponsoring companies, and any of their respective legal
representatives, agents, licensees, permitees or assigns (collectively, ―Pioneers‖), the
perpetual, worldwide, exclusive license, right and permission to copyright and/or
trademark in the name of Pioneers and to use in any form or fashion, including, but not
limited to, advertising, publicity and all other purposes deemed appropriate by Pioneers,
my name, signature, picture, image, likeness, voice, poses, plays, appearances,
movements, or any other indicia of my identity or activity of any nature created,
depicted, captured or recorded by or at the direction of Pioneers (collectively,
―Materials‖) in or in connection with any and all media of any kind and nature now
known or developed in the future (collectively ―Media‖), for any purpose, in any manner,
without further notification, authorization or compensation to me or anyone acting on
my behalf.

I understand that Pioneers may use all Materials at its sole discretion and that I do not
have any right to inspect or approve the use of the Materials in any Media. Pioneers may
transfer all of the rights granted by this Media Consent and Release Form. I further
waive, assign and release to Pioneers all rights associated with the Materials and release
Pioneers from any liability associated with the Materials or Pioneers’ use of the Materials
in any Media.

I am over twenty-one (21) years of age and I have full legal capacity to grant this
consent and release, and have read and understood the above consent and release prior
to its execution. If I am under twenty-one (21) years of age, my parent or guardian
attests that he or she has read and understands the above consent and release prior to
execution, and agrees to such consent and release. This release is made on behalf of
me, my heirs, executors, administrators and assigns.

DATED THIS ______DAY OF__________________YEAR_________


                    SIGNATURE_____________________________
                    PRINTED NAME__________________________

WITNESS______________________________
DATE_________________________________

(The following consent must be signed, if the person signing above is under twenty-one
years of age)

I, the undersigned, being the parent or guardian of the above person, do hereby consent
to the above consent and release.

PARENT OR GUARDIAN_____________________________
SIGNATURE______________________________________




                                                                               18 | P a g e

				
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