TECHNIQUES and Media

by Jack Philbrick
Administrator of Recreation Services
Rockford Park District

The effectiveness of park district public relations is determined in part by the media selected and the way they are used. Wise selection and use of publicity devices require, in turn, that park district staffs see the relationship between district interpretation and the basic objective of the public relations program, which in this case is to maintain a wholesome two-way relationship between the department and the community.

This also implies that appropriate tools must be selected to interpret each element within the entire field of park services. One medium seldom will be enough to cover the interpretive needs relating to a given problem or topic. Several media, aptly chosen and developed together, usually will achieve the purpose better than any single device.

One consideration of any park system in meeting its public relations needs is how to utilize its own available resources and facilities, and how to focus them on its own particular needs. In one community, for example, financial support for parks may be the primary problem. In another, the most urgent need may be for a shift of emphasis from one recreational activity to another. In a third, the need is for a facility.

One park system may have been making extensive use of radio, newspaper, and many other publicity devices; and its staff may include experienced persons, fully competent in public relations activities. Another may have made little use of such media and have few or no experienced staff members. Still another community may have used the newspaper rather successfully but not the radio. The beginning point then must be to correlate the park system's public relations needs with its available leadership and resources.

The size of the park system affects the range of the public relations program. Devices, techniques, and procedures must be mobilized so that there is direct contact with every home in the area, be it small or metropolitan. Quickly identify that the larger the community the fewer "grass roots" technique's will be available and would in fact be inadequate.

Every district director, every division head, every fulltime employee must work with many publics. This means you must catalog the varions publics and analyze the interests of each one according to its objectives, services, policies, activities, and 'deals. The usual devices or media for interpreting parks to the public are often grouped under such main headings as personal relationships, newspaper and radio, slide film, motion picture, graphic materials, student publications, fliers and brochures, board reports, exhibits, and demonstrations.

Under most of these headings, then, other media of a more specific type might be listed.

The most effective system is the one that selects the vehicles that best meet the districts' needs.

The Plan of Operation

The average size park district does not require an elaborate plan at public relations organization. It does need, however, to have an overall plan and to follow certain accepted principles in dealing with the press and radio. The following suggestions on such plans and policies seem practical and timely.

a. Responsibility for the Release of Park Publicity to Local News Outlets Should be Centralized

In small park systems, this may be the Director. In larger systems this may be more than one individual. It may even be advantageous to distribute specific responsibilities among various departments. Regardless where the service is centralized the district or park system should issue regular publicity releases, daily or weekly, depending upon the type of newspapers published locally and the number of other agencies interested in park materials, such as radio stations and lay groups that issue publications.

b. Publicity Office Should Maintain a Calendar of Publicity on a Year-Long Basis

Stories should be spaced throughout the twelve months. Seasonal stories should be noted, pre-planned and executed by pre-established release dates. Current stories can be added as they develop. Early planning by the staff means coverage when timely, adding to the news-ability or story worth. Example such as National Parks Week, Arbor Day, Board Elections, Summer and Winter Special Events, Christmas, Ice Skating Season Opening, Softball, etc. Never overlook the obvious such as financial reports, board and committee reports.

c. District News Calendar

Every member of the staff should be aware of the news calendar and assist in providing recommendations and copy. If writing isn't his or her bag, aid should be made available.

Illinois Parks and Recreation 4 July/August, 1976

d. Flow of News from the System Must Be Recorded

Classified by subject a complete file of all coverage should be maintained. Articles clipped, dates of releases, records of radio coverage and television might be noted on 3 x 5 or 4 x 6 index cards. Conferences, speeches, observations, all should be tunneled into a common system. If this file becomes cumbersome, simply establish a breakdown that retains identity of the subject. It may mean placing all park system prepared material in a separate file. This file or any other will be proven an aid only when it is kept simple and usable.

e. Establish Some Regular Contact with the Press

When you're small, you have the best results with eye-to-eye contact with your media. It isn't that you have more time; it's simply you're it, and a press conference, as might be used by a large system, would close your media door. If you do need the press conference vehicle, never exclude any agency or type of exposure. The worst mistake ever is to give the exclusive or feed the friend or friendly press. No wonder they are friendly and others aren't.

f. Professional Contact

"Knocking out a few lines" isn't the name of good professional news and public relations practice. Specific traditional questions must be answered. Specific accepted rules must be followed. Answer the who, what, when, where, why and how; giving the "lead"—essentials in the first paragraph. Other facts following in order.

Many announcement-type articles become short "squibs" from the oversimplification of this basic rule. Remember the editor of all media must have copy to properly evaluate the worth of a story. If copy is long but properly written, the editor can cut from the bottom to the length he wants and never destroy the value of your story. Don't try to compete with him by burying the facts, cutting back the copy, etc. or you may lose the space and not be published.

Again, all media should be given an even break, so be sure your release gives them equal advantage. If you want to kill your newspaper editor's attitude, deliver the release to him 15 minutes before the evening news is printed and 2 hours before T.V. air time.

How To Choose The "Tools"

Remember, it should be the best tool available for the specific purpose to be achieved. Certain implied questions must be carefully considered:

1. What community group are you trying to reach by the media?

2. What results do you expect?

3. What effect will the results have to the previous or future public relations efforts of the park system?

Important to each is, has the group been previously contacted and, if so, is this a fresh and valid follow-up.

As important as any key, it must be stated and used again and again. Whatever is done in public relations cannot easily be undone, so do it well.

Vehicles, Vehicles

So far the main thrust of this copy has been aimed at just that, "Copy." However, all this relates to other vehicles. They include speeches, slides, graphic art, pictorial layout, letters, fliers, T.V. appearances, radio interviews, and above all individual public contact.

Now, why not pick a place, develop a plan, and start.

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Illinois Parks and Recreation 5 July/August, 1975