Society of Women Engineers PR Toolkit. For Local Promotion of Your SWE Section/Affiliates/MAL

Transcription

1 Society of Women Engineers PR Toolkit For Local Promotion of Your SWE Section/Affiliates/MAL

2 Greetings! Part of the Society of Women Engineers (SWE) integrated communications plan is to generate positive awareness of the Society, its members and our important mission within the engineering space. One of the ways we do this is through public relations which benefits not only SWE headquarters, but each individual SWE section/affiliates/mal across the globe. While the publicity secured by headquarters is beneficial to the SWE brand as a whole, we encourage you to utilize public relations strategies in your own local markets. One of the ways to do this is to work with your local media to generate positive press about your section/affiliates/mal and the things you are doing for your community and the engineering profession. To generate publicity for your local SWE section/affiliates/mal, we ve designed a PR Tool Kit that will provide step-by-step instructions on how you can become an expert resource for your local media. Use this as a supplement to the webinar Bring on the Buzz: Tell Your Story with Local Public Relations Strategies, available in the SWE Advance Learning Center. Included in this package are the following materials: Steps for Successful Local PR You will find step-by-step instructions on how to promote your local SWE section/affiliates/mal as an expert resource in the industry and to your local media. 12 Tips for an Effective Media Interview Things to remember when participating in a media interview to ensure you get the best results and build a relationship with the reporter. Pitch Letter This letter will be used to educate the media about who you are and will entice the media to publish your news. Press Release Template The press release is used as background information and/or can be run in its entirety. Included is a template to get you started. Key Messaging These are simple messages regarding SWE that will be good speaking points and background during an interview. As you read through the following steps and attached materials, remember that securing media coverage is not always guaranteed. On the other hand, your local media might be immediately interested in your news and the positive impact you have on your organization and the engineering community! We encourage you to keep on working to establish a place and voice for women in engineering within your community and across the globe! If you have any questions regarding the contents of this PR Tool Kit, feel free to reach out to SWE s PR Manager Jenny Jaacks at jjaacks@davidjamesgroup.com or (630)

3 STEPS FOR SUCCESSFUL LOCAL PR There are a variety of simple steps that you need to complete in order to successfully promote your SWE section/affiliates/mal to the local media. Below we have provided you with a detailed list of each step and when you need to have it accomplished by: STEP 1: Develop Your Local Media List A well-developed media list translates into effective public relations efforts. Your media list should include: Newspapers (daily and weekly) Television (local broadcast affiliates that have localized news programs such as ABC, CBS, FOX and NBC) Local Magazines Regional magazines For each media outlet, you will need to generate a media list complete with contact names and contact information (phone/ address is usually the preferred method). Here are some ways you can find media outlets in your market and contact information: Web Sometimes a simple internet search will produce media outlets covering news in your local area. Ersys has a variety of information on over 2,600 U.S. cities, including media information. Simply click on your state and city and you will find web links to media outlets in your market. Similar to Ersys, Epodunk provides information on cities, counties, towns and communities. Click on your state and city and you will find web links to media outlets in your local and surrounding market. The media outlet s website Each media outlet has its own website and there will likely be contact information listed. Preferably, you will find the names/ s/phone numbers of specific editors, writers and producers, however, sometimes you will find general newspaper/tv station/magazine contact information. Journalists cover a variety of topics, so it is important to reach out to the right ones who would cover the type of news you are pitching. You should be looking for editors or reporters who might use the following in their titles: business, features, association and non-profit. For larger markets, there may even be journalists who specifically cover the engineering or technology industry. In smaller markets, editors often cover multiple beats, so the managing editor, or editor will suffice for your outreach. STEP 2: Sending Your Pitch, Press Release and Media Alert to the Local Media *Templates included within PR Toolkit Timing: If you are holding an event, we recommend you begin reaching out to the media at least 7-10 days before the event. If you reach out after, make sure to include photos from

4 your event this will provide a nice visual. Television media work up-to-the-minute, so they likely will not be able to confirm whether or not they will attend your event. But, getting the information in front of the right people early is always a good idea. Communication can be achieved in two ways: written or verbal. Both are effective, however, a combination of the two leads to the best results. Simply stated, the best method to communicate with the media is to: 1) Prepare the materials, including the pitch letter and press release. 2) Send the materials via be sure to cut and paste the press release into the body of the . Do not send as an attachment, as many people will not open attachments due to the proliferation of computer viruses. 3) Be sure the materials are sent to the appropriate person(s) on your media list. 4) Follow-up with a phone call (allow at least 24 hours before you call). Have patience. The process of generating positive publicity takes time but is well worth the wait. Just as networking and building relationships is key to your professional career, developing relationships with your local media is also important. Social Media s Role Social media is playing a larger role in integrated communications plans, and becoming a valuable tool for public relations. The majority of journalists are on social media, and some of them even get their story ideas from social media, particularly Twitter!! Connecting with your local journalists on Twitter is another way to build that relationship and get your story ideas in front of the media. Here are some tips for interacting with journalists on social media: 1) Follow all journalists you pitch and take note of what they are interested in and publishing on social media. 2) Interact with journalists you follow by liking and retweeting their content. 3) Share stories with journalists from your blog if it fits the topics they are interested in and/or cover. 4) Pitch journalists on social media, by sharing fun facts/insight they might be interested in. Remember, don t bombard journalists on social media. You want to be on their radar, but don t want to be an annoyance! STEP 3: Arranging the Interview Timing: This step is unpredictable. Some media will not request an interview at all, but others may request one within 24 hours of reaching out to them. So, be prepared for all possibilities. Once you have generated interest from a local reporter or editor, it is time to meet the press. The media will contact you to arrange a phone or interview. It is

5 important for you to be both flexible and easily accessible when it comes to arranging and completing the interview process. Reporters work on deadline, and if they can t reach you, they may utilize another source that is more readily available or move your story to the back burner and focus on something else. STEP 4: Interview Tips When you go into an interview, it is important to keep in mind what medium your story is being told through: Television: For TV interviews, choose your words carefully, always wear attire with a SWE logo, and offer brief and concise answers to questions to ensure that you are getting your message across clearly. Don t think on TV. This can make you seem unsure of yourself. Instead, focus on having a conversation and delivering your message that was thought out earlier. If you want to get better at television interviews, watch other people being interviewed on TV with the sound off. Practice in front of a mirror or record yourself with a camcorder. Radio: Radio reporters are generally looking for sound bites or short quotes that communicate the story effectively and don t take up too much airtime. Much like television, it is important to keep your answers short and to the point. If called into a radio show and are on the air live, you might find it helpful to have a cheat sheet of potential questions and answers in front of you. Try to conduct the interview from a land line. You do not want your cell phone signal to break up during the middle of an interview. Print & Online: Newspaper and magazine reporters will request either an in-person, phone or interview depending on their location and deadline schedule. Interviews with print/online media are often more conversational than those with television or radio. However, it is still very important to be quotable. Everything that you say to a print/online reporter will most likely not be printed word-for-word, but instead told from the reporter s perspective (with a few direct quotes from you, that have been picked by the reporter and placed in the story). If you are doing a phone interview, you might also find it helpful to keep a cheat sheet in front of you.

6 12 TIPS FOR AN EFFECTIVE MEDIA INTERVIEW Have a Conversation Remember that the journalist or audience is not always familiar with SWE or your organization. It is important keep your answers simple and easy to understand. Get to the Point Don t ramble on. Know the point you are trying to communicate before you begin speaking and get it across in as few words as possible. Don t be Scripted It is important to be prepared for an interview and know what you are talking about, but simply regurgitating information that you memorized the night before can be almost as bad as not knowing what you are talking about. Be Accurate Always check and double-check your facts before communicating with the media. You don t want to reference anything that is not factual. Be Human You want to be seen by the media and their audience as something more than just a talking head. Always incorporate a human element into your story so your audience can relate. Be Empathetic Keep it interesting. If you re going to share a statistic or fact, follow it up with a story about a real experience to support it. Don t be afraid to use a little (appropriate) humor to get your message across. Be Confident It is important to portray an air of confidence. You are the face of SWE and your organization and if you have confidence in what you are saying, then your audience will too. Be Calm No matter how nervous you may be during an interview, it is always important to remain calm. If your nerves are high, you may not come off as the expert that you truly are. Don t Be Controversial Controversy often leads to miscommunication and it is important to avoid both of these things at all costs. Always deal with the media in a matter-of-fact way and remember to avoid the no comment crutch, which is an open door for controversy. Be Positive It is the media s job to report on all sides of the story and occasionally negative aspects or questions arise. It is crucial to reverse a negative into a positive whenever possible. Have Respect Have and show respect to the journalist, regardless of the size or stature of their media outlet. Even a small town newspaper can have a powerful effect! Build Relationships Interviews are an opportunity to start a long-term relationship. Make them and keep them with your local media it could be your ticket to ongoing exposure.

7 EXAMPLE PITCH LETTER Below you will find a sample pitch letter to announce news of an awards recipient. You can use this as a starting point/example for putting together pitch letters for other news as well. The highlighted portions designate areas that you need to fill in the blank. This is the body of your when you pitch the media. It is written here in a generic format. Feel free to personalize it more if you are sending it out yourself. Paste the press release below your signature within the . Hello [CONTACT S FIRST NAME], I wanted to share some news with you that might work well as a business brief [OR INSERT WHAT IT WILL WORK WELL FOR]. [RECIPIENT NAME], [RECIPIENT TITLE AND ORGANIZATION], was recognized by The Society of Women Engineers (SWE) with the [AWARD NAME] award. The award recognizes [A SENTENCE OR TWO ABOUT THE SPECIFIC AWARD AND WORK THAT LED TO THE AWARD]. Women are highly underrepresented in science and engineering occupations. SWE has an important mission to highlight the impact and importance of women in engineering, and to inspire more women to pursue careers in STEM and reach their full potential in the field. Please see below for more information about the award acceptance. I would be happy to connect you with [INSERT RECIPIENT NAME] for more information about the award, SWE and [ORGANIZATION]. I appreciate your consideration of this for publication. Regards, [YOUR FIRST AND LAST NAME] [CONTACT INFORMATION]

8 EXAMPLE MEDIA ALERT If you are pitching an event to television media, be sure to include the who, what, where, when and why, as well as contact information and who would be available for interviews on-site. When pitching television, be sure to communicate why this would work visually as a newsworthy segment. A human interest angle is key. MEDIA CONTACT: [INSERT CONTACT NAME], [INSERT PHONE NUMBER], [INSERT ] What: [INSERT WHAT THE EVENT IS] When: [INSERT DATE] Time: [INSERT TIME] MEDIA ALERT [INSERT TITLE] Why: [INSERT WHY THE EVENT IS HAPPENING] Who Should Attend: [INSERT AUDIENCE], members of the media. Interview Opportunities: [INSERT THOSE AVAILABLE FOR INTERVIEWS AT EVENT] About SWE The Society of Women Engineers (SWE), founded in 1950, is the world s largest advocate and catalyst for change for women in engineering and technology. The not-for-profit educational and service organization is the driving force that establishes engineering as a highly desirable career aspiration for women. To ensure SWE members reach their full potential as engineers and leaders, the Society offers unique opportunities to network, provides professional development, shapes public policy and provides recognition for the life-changing contributions and achievements of women engineers. As a champion of diversity, SWE empowers women to succeed and advance in their personal and professional lives. For more information about the Society, please visit or call

9 PRESS RELEASE TEMPLATE Below you will find a sample press release template to announce news of an awards recipient. You can use this as a starting point/example for putting together press releases for other news as well. For more examples of press releases, visit SWE s press page and click on the News Releases tab in the bottom box. The press release should be pasted in your below your pitch letter. The media will use this for more information or run it in its entirety. MEDIA CONTACT: [INSERT CONTACT NAME], [INSERT PHONE NUMBER], [INSERT ] FOR IMMEDIATE RELEASE The Society of Women Engineers Recognizes Local Engineer [TITLE AND ORGANIZATION] Accepts [AWARD NAME] Award [INSERT MARKET, DATE] The Society of Women Engineers (SWE) has recognized [RECIPIENT NAME], [RECIPIENT JOB TITLE/ORGANIZATION], for [HIS/HER] impact on the Society as well as the engineering community with the [AWARD NAME] award. [RECIPIENT NAME] [ACCEPTED/WILL ACCEPT] the award at [ACCEPTANCE LOCATION/DATE/INFORMATION]. The [AWARD NAME] recognizes [RECIPIENT NAME] for [HIS/HER] [INSERT MORE INFORMATION ABOUT THE SPECIFIC AWARD AND THE WORK THAT LED TO THIS AWARD]. [QUOTE FROM AWARD RECIPIENT], said [RECIPIENT NAME], [RECIPIENT TITLE]. The award also recognizes [RECIPIENT NAME] s continuing dedication to SWE s mission striving to highlight the impact and importance of women in engineering across the globe, leading by example, and demonstrating that a career in engineering can be a fulfilling, rewarding pursuit for women of any background. For more information about SWE, visit For more information about [SECTION NAME], visit [SECTION WEBSITE]. About SWE The Society of Women Engineers (SWE), founded in 1950, is the world s largest advocate and catalyst for change for women in engineering and technology. The not-for-profit educational and service organization is the driving force that establishes engineering as a highly desirable career aspiration for women. To ensure SWE members reach their full potential as engineers and leaders, the Society offers unique opportunities to network, provides professional development, shapes public policy and provides recognition for the life-changing contributions and achievements of women engineers. As a champion of diversity, SWE empowers women to succeed and advance in their personal and professional lives. For more information about the Society, please visit or call # # #

10 SWE S KEY MESSAGES The Society of Women Engineers SWE was established in SWE has over 30,000 members across the globe. SWE is the world s largest advocate for all women in engineering and technology. SWE offers a vast pool of resources to nurture personal and professional development. SWE is the driving force that establishes engineering as a highly desirable career for women through an array of training and development programs, networking opportunities, scholarships, outreach and advocacy activities. SWE gives women engineers a unique place and voice within the engineering industry. SWE has a mission to: o Stimulate women to achieve full potential in careers as engineers and leaders o Expand the image of the engineering profession as a positive force in improving the quality of life o Demonstrate the value of diversity SWE champions the value of diversity by being the catalyst for change. SWE inspires women to achieve their full potential as engineers and leaders. SWE will be there for women as they seek to be their authentic selves in all stages of their careers and lives. SWE is a resource to young girls and collegiates exploring future careers in engineering and technology. Women in Engineering Women make up 47 percent of the overall workforce, but are much less represented in particular science and engineering occupations (U.S. Census Bureau, DataFerrett, Current Population Survey, Monthly Microdata, December 2014) Despite accounting for half of the college-educated workforce, in 2010 women constituted 37% of employed individuals with a highest degree in a science &

11 engineering field and 28% of employed individuals in S&E occupations. (The National Science Board Science and Engineering Indicators 2014) From 1993 to 2010, growth occurred in both the proportion of workers with a highest degree in a science & engineering field who are women (increasing from 31% to 37%) and the proportion of women in S&E occupations (increasing from 23% to 28%). (The National Science Board Science and Engineering Indicators 2014) Women employed in science & engineering occupations are concentrated in different occupational categories than are men, with relatively high proportions of women in the social sciences (58%) and life sciences (48%) and relatively low proportions in engineering (13%) and computer and mathematical sciences (25%). (The National Science Board Science and Engineering Indicators 2014) # # #