INTRODUCTION. Kiwanis International Public Relations Toolkit for Club Strengthening 2

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2 INTRODUCTION This public relatins tlkit will prvide everything yu need t share what yur new r existing club is ding in yur lcal cmmunity. Yu ll educate yur cmmunity abut Kiwanis and club activities. Yu ll represent Kiwanis as a spkespersn by prmting special events. Yu ll als tell the larger stry f Kiwanis Internatinal and the impact we make n cmmunities arund the wrld. And, yu ll help create public awareness abut the Kiwanis brand. Remember, all external cmmunicatin is branded Kiwanis. This keeps yur message simple and easy t understand! We ve designed this tlkit t make yur jb as easy as pssible. New clubs will find resurces t publicize special milestnes the charter ceremny, first fundraiser, first service prject and first membership drive t help raise awareness abut the new Kiwanis club and its missin. Existing clubs will find resurces t publicize service prjects and fundraisers t raise awareness abut yur club and its missin. Enthusiastic lcal participatin will be the key t yur success. We encurage yu t custmize these materials t fit yur club. Feel free t cntact us alng the way fr help, feedback and advice. Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 2

3 CONTENTS Getting started Hw t build a media list Media relatins Interview training Capturing clips Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 3

4 GETTING STARTED Yur Persnal PR Kit N ne knws Kiwanis better than yu d! Enclsed yu will find yur wn virtual public relatins tlkit t help yu turn that knwledge int relatinships with members f the news media. Yu ll find everything yu need t be successful at telling the Kiwanis stry t yur lcal media. Remember, the mre publicity yu attract, the mre yu ll share the Kiwanis stry with yur cmmunity, and the mre ptential new members yu ll attract. Be sure t review the kit and custmize the materials fr yur club and fr yur cmmunity. We ve included the fllwing materials: Public relatins training 1. Hw t build a media list: T start spreading the wrd, yu ll need t build a lcal media list. Befre yu start publicizing, yu need t find ut wh shuld receive these materials. This is the first step t getting great publicity. 2. Media relatins: This dcument will walk yu thrugh the best ways t apprach the media and give yu tips t make sure yur pitch and stry idea stand ut. 3. Interview training: This dcument will help yu prepare fr in-persn and phne interviews with the media, and it prvides tips fr use befre, during and after the interview. 4. Capturing clips: This dcument will help yu keep track f any media placements yu secure and prvides infrmatin n hw t share clips with the Kiwanis Internatinal public relatins team. 5. Website: Visit Kiwanis.rg fr additinal tls, such as the templates listed belw, the Kiwanis lg and brand guidelines. Templates and tls 1. Media alert: This media alert will help yu infrm yur lcal media abut special events, such as the chartering f a club r its first service prject. Send these ut ne week befre yur event. 2. Media release: This release is a great way t spread the wrd abut yur new club and what it will d fr the lcal cmmunity. Yu ll see we ve made it easy t custmize with yur infrmatin; all yu need t d is fill in the highlighted areas. We ve als left a placehlder fr a qute frm a charter club member. Existing clubs can als use this template t annunce a new club fcus r a new signature prject. 3. Just the Facts: This dcument can be sent t the media alng with yur media release. It s a quick verview f Kiwanis Internatinal. >>Next sectin: Hw t build a media list Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 4

5 HOW TO BUILD A MEDIA LIST T spread the wrd abut Kiwanis and t build buzz in yur lcal market, yu need t knw where t begin and with whm. The best way t start is by building a media list. Here s hw. 1. Build yur media list the same way yu wuld build yur prfessinal netwrk. Relatinships are the best starting pint when pitching yur stry. Think fr a minute abut wh yu knw. D yu have any cntacts n staff at the lcal newspaper r TV/radi statins? D yu knw anyne else wh might? If s, thse cntacts might help yu get yur ft in the dr. And if the media prfessinals yu cntact say they aren t the right reprter r editr, they re usually kind enugh t refer yu t the apprpriate persn. 2. Identify the media utlets that might be interested in yur stry, and start t make a list. Think abut the fllwing types f media that are in yur twn r within a radius f abut 30 miles. Fr smaller twns, yu might want t pt fr a larger radius. Print (magazines and newspapers): What is the biggest newspaper in twn? Des yur cmmunity/neighbrhd have a smaller newspaper r a business jurnal? Hw abut a city r reginal magazine that fcuses n what peple are ding in yur cmmunity? Try t fcus n the biggest media utlets in yur club s cmmunity, as well as any neighbrhd publicatins clse t yur club. TV: What are the majr TV statins in twn? D they have mrning r midday shws that feature interesting events r rganizatins in yur cmmunity? D any TV news anchrs specialize in philanthrpy r service and fr that reasn have a natural interest in yur stry? Radi: Yur club s prject r event wuld make a great interview pprtunity fr radi mrning shws. Think abut the mst ppular radi hsts in yur twn. Wuld they be gd fits fr a philanthrpy r service stry? What mrning shws d yu listen t in the mrning? 3. Once yu ve identified media utlets, check each utlet s website fr cntact infrmatin. Many statins list cntact infrmatin fr a newsrm, editr r reprter. Search fr addresses and phne numbers t add t yur list. 4. Identify the right cntacts at each media utlet. Yur cntacts will have different titles based n media type: Print (magazines and newspapers): Reginal magazine editrs, newspaper vlunteer sectin r philanthrpy sectin editrs. At smaller newspapers, ask fr the name, phne number and address f the managing editr r special sectins editr. TV: News assignment editr, as well as the prducers f the statin s mrning, midday and/r talk shws. Radi: News directr, prducer f the statin s mrning and/r talk shws. Be cautius abut appraching shck jck statins that may nt handle yur news in a tasteful manner. Usually, news r talk statins are mre receptive t pitches because they have mre rm fr stries that are nt timely r breaking news. Online: If the website is run by ne individual, yu nly have ne ptin. If yu are targeting an nline news site, lk fr smene wh cvers cmmunity news. Nte: D nt cntact the advertising department with a stry idea. Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 5

6 5. If yu can t find a particular reprter s address r phne number n the website, start making phne calls. Ask the receptinist r newsrm cntact fr the crrect persn t apprach regarding philanthrpy r service. Keep recrds f everyne t whm yu talk, and make sure t get the crrect spelling f names, addresses and phne numbers. 6. Understand hw much time ( lead time ) varius media utlets need when yu distribute press materials t the peple n yur list. Daily and weekly newspapers, radi statins and televisin talk shws usually require abut ne t tw weeks ntice. Magazines usually prefer a few mnths ntice, s dn t expect t see cverage right away. Since mst city magazines set their wn print deadlines, it s best t simply call and ask hw much advance ntice they require n a stry. Lcal televisin and news assignment editrs prefer nly a week r a few days ntice. Online surces can pst items very quickly, s send the infrmatin a few days r a week in advance. Cngratulatins n building a great media list! Nw it s time t get yur infrmatin ready t send t everyne n yur list. >>Next sectin: Media relatins Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 6

7 MEDIA RELATIONS We appreciate yur effrts t raise awareness abut yur Kiwanis club. Every pprtunity t further Kiwanis brand awareness and highlight yur club will create pprtunities t build membership! Once yu ve created yur media list, pitch yur event t create public awareness pprtunities. Be sure t use the custmizable templates! Using a new club pening as an example, here s hw: New club annuncement: Write and distribute press release annuncing new club. Charter ceremny: Write and distribute media advisry. First fundraiser: Write and distribute media advisry prir t event. Use the press release t summarize the event s success. First service prject: Write and distribute media advisry prir t event. Use the press release t summarize the event s success. Membership Drive: Write and distribute media advisry. Be sure t send ut yur media materials via and fllw up ver the phne with yur cntacts t encurage them t spread the wrd. A step-by-step checklist 1. Custmize the media release r media advisry. We ve prvided yu with a shell f a release that includes details abut Kiwanis. Nw yu just need t fill in the release with yur lcalized infrmatin (cmmunity facts, what yu re ding fr an event, yur cntact infrmatin, etc.) and yu re ready t g! Remember: The mre lcal the stry, the mre appealing it will be t the media. 2. Distribute yur custmized media release r media advisry t yur media list. is prbably the best and easiest way t send yur infrmatin in a timely and cst-effective manner. D nt send the release as an attachment in yur . Cpy and paste it int the bdy f the . Include phts as an attachment. Use a catchy subject line t make sure it desn t get lst in their inbxes. Be brief, get t the pint and emphasize the lcal angle but dn t be afraid t be creative. 3. Make fllw-up calls. After yu ve distributed yur media materials, pitch yur stry idea t yur media cntacts. If yu the infrmatin, yu can begin making yur fllw-up calls the very next day.. 4. Be efficient. When making calls t yur cntacts, remember: Reprters, editrs and prducers are almst always wrking against deadlines, s keep yur cnversatins brief and t the pint. The best time t reach print reprters is usually befre 3 p.m. (unless the newspaper is an afternn paper). Televisin reprters and assignment editrs are usually available t discuss stry ideas between 10 a.m. and 2 p.m. Dn t ask, Did yu receive the materials I sent? Reprters hate this questin. Try saying, I sent yu infrmatin a few days ag. I d be happy t tell yu mre and get yu additinal details if yu re interested. Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 7

8 Be prepared t talk abut yur stry. When yu ve gt yur media cntacts n the phne, it s a great pprtunity t explain mre abut any events r fundraisers yu re hsting. 5. Think abut what the media really want. Overall, the media lve lcal stries what s happening t peple in their cmmunity, hw it fits int an verall natinal trend, what impact it has n ther peple in twn, etc. That s where yur stry will resnate the mst. If yu remember three things, remember these three: lcal, lcal, lcal. In additin, different media utlets respnd t different key pints. Fr example, televisin news prgrams respnd t visual scenes, s make sure yu send them visuals such as phts r even vides t use as well. Radi statins respnd best t ne-n-ne interviews, s mentin that yu culd cme in fr an in-studi interview r be available fr a live phne interview. Print cntacts usually ask fr the mst detail and fr statistics t prve the validity f yur stry. Print cntacts als appreciate visuals. 6. Realize yu might have t re-send the infrmatin. Newsrms are hectic places, s dn t be surprised if yur cntact mentins he r she has misplaced the news release, r that the materials have been ruted elsewhere. Be prepared t send anther cpy. 7. Meet deadlines. While yur cntacts already have the news release, they may require additinal infrmatin r want t interview yu fr a lnger stry. Always return phne calls and requests fr infrmatin in a timely manner. Mst publicatins have specific issue dates and deadlines that cannt be extended. 8. If the media respnd, be ready. Read and review yur message pints. And remember, media relatins is a lt like sales: Yu may have t talk t many peple t clse just ne deal. But it s wrth it ne lcal stry gives thusands f peple an pprtunity t learn mre abut yur Kiwanis club. >>Next sectin: Interview training Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 8

9 INTERVIEW TRAINING If a reprter r editr is interested in a stry abut Kiwanis, he r she may want t interview yu in persn r ver the phne. Interviews are a perfect pprtunity t share yur messages with the public, s make sure yu re prepared. Befre the interview 1. Get as much infrmatin as pssible abut the interview. Mst reprters will share what they hpe the article will discuss and what they hpe yu will bring t the stry. 2. Knw yur key messages. The better acquainted yu are with the messages yu want t deliver, the mre easily yur stry will flw. Dn t memrize a script, but try t make the wrds yur wn. Practice answering questins in a quiet space at hme r even in frnt f a mirrr. The mre yu speak yur key messages ut lud, the mre cmfrtable yu will be when it s time t answer questins. 3. Rehearse with a fellw club member, friend r cwrker. This may sund silly, but practice with anther persn helps yu get cmfrtable using the message pints when yu re asked questins during the actual interview. During the interview 1. Pace yurself. If the interview is fr a televisin r radi statin, ask whether the interview will be live r taped. Live interviews nrmally last nly tw r three minutes, and there is n pprtunity fr editing. A taped interview might last five r ten minutes, because the reprter will have time t edit the stry befre it airs. 2. Think f the interview as a cnversatin. Yu can even think f the reprter as a ptential new friend but be aware that the reprter s main bjective is an interesting stry. Dn t share anything yu dn t want t see in print r n televisin. That said, relax the reprter isn t an enemy. He r she knws yu are a vlunteer and prmting yur club, and might want t help spread the wrd. 3. Remember, the media like t tell stries in persnal terms. Think abut the impact yur club has had n yur cmmunity r share a stry f smene wh inspired yu. 4. Weave key messages int yur stry. Yu can make yur pints mst effectively when yu can use yur persnal experiences as examples. 5. Relax and be yurself. Yu dn t need t pretend yu have infrmatin r expertise that yu really dn t. If yu dn t knw an answer, just say s. After the interview 1. Ask the reprter whether there are ther facts r infrmatin he r she will need t cmplete the stry. 2. Find ut when the stry will run r ask fr the reprter s estimatin. 3. Make mental ntes abut the interview hw it went and what yu will d differently the next time. 4. Reward yurself fr a jb well dne! Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 9

10 Additinal tips fr televisin interviews Knw what yu want t cmmunicate, and dn t be afraid t repeat yurself. Live by yur key messages. Develp three key messages t help yu tell yur stry. Shrt answers are better than lng nes. Stp talking when yu re dne making yur pint. This is nt a cnfrntatinal interview. Smile while yu re talking. Yu ll sund mre enthusiastic. This is particularly imprtant if yu are ding a radi interview. Dn t verlap the interviewer s questin. Begin yur answer when he r she is finished. Speak in cmplete sentences. Practice yur sund bites, the sentences televisin reprters will use, befre the interview. Avid jargn, abbreviatins and acrnyms (e.g., SLP, ICON, etc.). Speak simply. Dn t repeat a negative. Fr example: If yu were asked, Aren t yu an alien? yu wuldn t reply, I m nt an alien. Yu might say, Actually, I m frm Cleveland. Keep yur hands free, pen and animated. Gesture as yu nrmally wuld but avid large gestures. Avid tuching the area f yur jacket r shirt if yur micrphne is clipped there. Plan what t say if asked, Is there anything else yu d like t say? Yu shuld recap each f yur message pints as a respnse. Always assume the camera is n. Resist the urge t lean int r grab the micrphne. Lk at the reprter, nt the camera. Televisin is an intimate medium. Speak in persnal, anecdtal terms. Use analgies t illustrate yur pint. Dn t be afraid t tell yur stry. Bdy language is imprtant fr televisin. Practice by talking in frnt f a mirrr. Leave yur arms at yur side if standing. Try nt t crss yur arms if standing r sitting. Peple will remember hw they felt abut yu mre than they ll remember what yu said. Mentin yur cntact infrmatin and the website where peple can g fr mre infrmatin. Remember, there is n such thing as ff the recrd. >>Next sectin: Capturing clips Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 10

11 CAPTURING CLIPS It is imprtant t mnitr the news media (televisin statins, newspapers, etc.) fr all cverage f Kiwanis Internatinal. If yu secure an interview r media placement, we wuld appreciate a cpy f the result. Send it t pr@kiwanis.rg. This will help us track the success f ur wrk! Tips fr capturing clips After yur interview, ask the reprter whether he r she knws when the stry will air r be printed. 1. Mnitr the utlet s website. Yu can usually search fr a specific term within the site t find related articles. It is pssible that the stry will be published in print r air n TV r radi, but nt be psted nline. Fr this reasn, it is imprtant t fllw up with the reprter t gather as much infrmatin as pssible abut when the stry will air r be printed. 2. After yu have cmpleted an interview r secured a media placement, please send the fllwing infrmatin t pr@kiwanis.rg: Date Publicatin Reprter City Yur name Yur lcal Kiwanis club Kiwanis Internatinal Public Relatins Tlkit fr Club Strengthening 11