(This article has been published in 1995 in The Main Vein, a newsletter for groups and contacts in the Candlelighters network, and has been edited for the ICCCPO Newsletter with the permission of The Candlelighters Childhood Cancer Foundation, USA) 

Promoting your group and its programs to the public means more than just "publicity." It can help you establish credibility within the community, recruit volunteers, fund raise, increase membership, improve your group's image, and recognize hard-working volunteers. But how do you implement a public relations campaign to promote your group or a specific service or program? Within this article are a list of common media channels, rules on how to contact your local media, and ideas on how to utilize them effectively.
All kinds of media should be explored and used to your advantage. Here are the most commonly used sources:

§ newspapers (metropolitan and suburban)
§ radio
§ television (network, cable)
§ direct mail
§ print (magazines, flyers, brochures and newsletters)
§ public relations (interviews, surveys, open houses, seminars, etc.) 

Knowing who the right people are makes all the difference as well. Developing a media list would be a great tool for your group to have. When trying to obtain a list of the media in your area, try contacting your local chamber of commerce, public libraries, the yellow pages, or your local United Way office. The following are information categories that should be filled in for each medium you use:

Newspapers

§ name of the newspaper
§ address
§ telephone and fax numbers
§ names of editors/reporters
§ day of publication
§ deadlines for submitted news

Broadcast media

§ name of television or radio station
§ call letters and dial location
§ address
§ telephone and fax numbers
§ average age/format (radio only)
§ public service director
§ preferred length/preferred material
§ public affairs programs

If you lack any of this information, a good way to obtain it is to contact the media organization by telephone and ask.

All good public relations campaigns require thought and planning. When developing a campaign best for your group, leaders should ask the following questions:

§ To whom do we want to communicate?
§ What message(s) are we trying to convey?
§ How can we get the message across?

The type of media used should be selected to reach the intended audience. To do this, first you need to identify your target audience. The target audience is the people you are trying to speak to, or invite to an event, and who will most likely respond or benefit from your message. Almost always, using more than one media channel will allow you to "get more bang for your buck" by targeting specific groups and the general public at the same time.
For example, you are promoting a charity golf tournament. Your objective is to recruit foursomes. Where are your golfers? To reach golfers you may send a press release to the sports editor of your local newspaper, news program and/or sports radio show. Also, many cities have a local golf magazine. Country clubs promote events to their members, and businesses like to entertain clients on the golf course. On a broader level, and to be sure you do not miss any potential supporters, groups should always utilize metropolitan and suburban newspapers, cable stations, flyers/posters and/or grocery bag advertising.

News release guidelines
Now that you have chosen your target audience and have developed your media list, how do you write news copy? The following are recommended guidelines that will make things easier for you and the people handling your news.

§ Always write a press release on your organization's stationery. If you are sending multiple copies, print the release on white paper first, then photocopy onto the actual stationery.
§ At the top of the page, put your organization's name, address and contact person of persons, with phone number(s).
§ Leave enough space in the margins so that the editor has room to edit or to insert instructions.
§ Releases should be typed, double space, on one side only.
§ If the release runs more than one page, write "more" at the bottom of each page. Put a short heading at the top of all pages except the first.
§ Do not break a paragraph or a sentence at the end of a page. Each page might be given to a different typesetter.
§ Begin the release with a date or "FOR IMMEDIATE RELEASE."
§ End the release with "end" (centered).

News releases for newspapers should be sent at least one week in advance. Weekly or monthly magazines should receive your release several weeks in advance, since publication schedules vary.

Photographs
Newspapers often send their own photographer to news events for a feature story. However, editors will choose a news release with a picture over one without. Here are some rules to follow when taking photographs:

§ Use black-and-white film. Color pictures are rarely used.
§ All pictures should have captions identifying the place, date and event. Write the caption on the lower half of a sheet of paper and tape the photo above the caption. Do not forget to put contact information on this sheet as well.
§ Make it look interesting, but not staged.

Writing tips

§ Traditional news always contains the WWWWWH of a story: Who, What, Where, When, Why and How.
§ All news should be written in as journalistic a style as possible so it can be printed as it is. See if you can find a professional writer to help you or at least review what you have written. Have your writer approach the press release as if he were interviewing your group.
§ Headlines should strive to capture the reader's imagination. Make use of puns and colons.
§ Grammar and format: Use simple sentences and avoid flowerly language. State your information straightforwardly by sticking to the facts and avoiding personal opinions. In references to the time of day, use a.m. and p.m. except for midnight or noon. The first time you use a person's name, never abbreviate; spell out their first and last names. Use the names of both city and state or province when referring to a location. When you mention a day, be sure to write the date and year. And never use insider jargon.
§ Use quotes.
§ BE CREATIVE!

As a final suggestion when dealing with the media, establish a good relationship with newspeople. Your relationship with editors and reporters can make all the difference. Build a recognition factor so when they see your group's name or letterhead they know to give it attention. This takes work on your part. Always do your job efficiently, reliably and credibly so as to make the reporter's or editor's job easier. Remember, it never hurts to always invite reporters to your programs, social gatherings, and fundraising events! Send complimentary tickets in advance and make arrangements for their guests. The week before your event contact the editor to ensure that