|
Finding the Hook
There is a saying in print and broadcast journalism "if it bleeds it leads." In
today's world, where so many news stories "bleed," it can feel
like even our best efforts are ignored. How do we compete with car accidents,
global economy crises, and sensationalized national tragedies? We have to find
the hook.
Webster's online dictionary defines
hook as both something designed to attract
or ensnare and a selling point or marketing
scheme. In the world of public relations,
we are doing both. The hook in public relations
is the "Ah-ha!" or the thing
that makes something newsworthy and relevant.
It's the "thing" that
makes the public care about what you are
saying.
For example, the Change
A Life campaign is a very noble and
sincere cause. Eleven months out of the
year, as much as we hate to admit it,
this story might fall into the "yeah
that's nice, but…" category.
However, as we approach the holiday season
it becomes far more significant. Giving
becomes the hook. It's a great
time to contact the media about the good
work of Change
A Life, the importance of camp, ACA's
20/20 Vision, and how your camp is
doing everything feasible to provide
the camp experience to as many children
as possible.
It's an excellent time to write
a letter to the editor, respond to news
blogs, write a press release, or call your
local radio station and ask to be included
on a local program. Some local radio and
television stations will list places to
give or donate on their Web sites. Explore
all of the options in your area and take
advantage of the holiday spirit — or
at least take advantage of the hook.
For more information or assistance promoting
the Change
A Life, or for a copy of the media tip
sheet, contact Dawn Swindle, public relations
specialist, at dswindle@ACAcamps.org or
765-349-3317.
ACA Needs
You!
As part of the national public relations
plan, we will be working to identify
new positive camp stories and new resources
for the media. In the last year, ACA
received over 300 media requests.
We would like to expand our media resource
list to include more camps and more
voices who can share with the media
the depth, breadth, and importance
of the camp experience. With your help,
ACA can influence print and broadcast
stories that appear throughout the
country. If you would like to join
the ACA Media Resource Team or if you
have any questions, please submit
our online form or contact Public
Relations at 765-349-3317. |
Top of page |
 |
|
