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Covering the Basics
It's only natural, at the start of a new year, to re-evaluate the previous
year—what went well, what could be better. This year, when “resolving” to
do things differently, better, and more efficiently, don't forget the basics.
Before sending out a news release, make sure that you give them newsworthy, timely
information.
Most editors, reporters, and news producers
will look at seven indicators to determine
if a story is newsworthy. Keeping these
seven indicators (taken from the ACA
Communications Toolkit) in mind when
planning your news release or story pitch
will increase your potential for coverage.
- Timeliness—Is the story something
that relates to current events or breaking
news? Is it a local take on a bigger
national story?
- Impact—How many people in the
community will the story influence or
affect?
- Novelty—Is there anything out
of the ordinary? Will this challenge
current assumptions or beliefs?
- Currency—Is this a current event
or something people are discussing now
at water coolers?
- Prominence—Are well-known people
involved? Do prominent newsmakers, celebrities,
politicians, or other high-profile people
play a role in the story?
- Proximity—Is this news occurring
in the community or region where you
are pitching the story idea?
- Conflict—Is there a sense of
drama or clash between people and institutions?
After evaluating your release based on
these indicators, the next step is to send
it to the media. A targeted release to
specific media is often most effective.
Identify reporters who cover the topics
discussed in your release. If you are releasing
a new environmental program, make sure
you are not sending the release to your
local crime reporter. Most newspapers and
news channels list who to contact or news
team members on their Web site.
If you are making a story pitch, it is
essential that you are prepared with all
of the information and facts. In addition
to knowing your story, make sure that you
have the correct name and contact information
for the reporter or editor you are pitching
to. And, it is always a good idea follow-up
with each media contact—answer any
questions and offer additional assistance.
Ensuring that the basics are covered will
not only increase your chances for media
coverage, but it will also help you begin
to build a relationship with local media
outlets.
Click here to view multiple advertising
opportunities for your camp.
For more information on media
do's and don'ts, the ACA
Communications Toolkit, or for a copy
of the most recent 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. |
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