T his article is the first of a regular feature column on public awareness. Public Awareness Perspective will serve as a forum in which public relations ideas are shared and local agency programs are showcased. Articles can be submitted to: Editor, 211 E. Monroe St., Springfield, IL 62701.

Like any successful project or program, an effective media plan requires research, planning, implementation and follow-up. Media relations is an essential element in your plan, regardless if you are trying to publish just one story or wish to launch an entire campaign, or if you are a full-time marketing director or a part-time volunteer. It is important that you do your homework, determine which medium to use and tap into your creative talents when developing your plan.

When doing your homework, contact your local media to determine demographics (who is their targeted audience), who on staff selects which news stories are used, what the policy is on public service announcements, what format is preferred for news releases, etc. If possible, make personal contact with the right person—be it a news director, assignment editor, public affairs director or feature reporter. Some media contacts like to receive a personal phone call before or after receiving a story; others follow a "don't call us, we'll call you" policy. If you can establish the right rapport and develop a working relationship with your media contacts, you may find them contacting you regarding a specific issue or requesting a story during slow news days.

Before distributing your story or initiating a campaign, develop media letterhead. Standard "News Release" stationery will suffice for most stories; however, you may want to utilize "News Flash." "Press Alert" or project-specific letterhead. A news flash is designed for last-minute stories or updates that are faxed. News flashes should be kept brief and not used excessively. Press alerts can be faxed or mailed and are generally used to announce a public event or meeting in which news coverage is desired. Project-specific letterhead is exactly as its name implies—it is stationery designed for a specific project. If you have an activity that has its own logo or theme, special letterhead can be very appealing.

In developing your campaign, make sure you have a story to offer. Your media contacts are going to want to know what your story is and how it will benefit their audience. This is where your creativity can pay off. How is this story different from others? Can you "create" an event for the story (if one does not exist)? Are there different "angles" that can be used? Can you benefit by using a spokesperson, perhaps, a local celebrity or public official?

Media kits can also prove beneficial when promoting an activity or event. Kits can contain news releases, background information, brochures, registration materials, etc. Media kits are imperative if you are seeking sponsors for an event. Keep in mind that media sponsors usually expect paid advertisement in conjunction with their sponsorship. In soliciting media sponsors, be prepared to offer suggestions on how they can participate in the event, such as emceeing the activities, broadcasting live reports, serving as a contest judge, etc. If using radio, on-air giveaways can offer maximum publicity as well.

In publicizing your event, contact with the media should be made early and continue up to the time of, and throughout, the event. In the case of sponsorship, contact should continue after the event is completed by means of evaluation and thank-you, especially if seeking future support.

Once you have developed a relationship with your local media, don't hesitate to ask for their advice in assisting you in publicizing an event or story. The media offers a potpourri of talent and creativity through their personnel. They will also be very honest in letting you know whether or not an event or story is newsworthy to their audience.

Your creativity can also be used in determining what media to use. Television, radio and newspapers have community calendars and often dedicate time to public affairs information. Special interest magazines will publicize events of interest to their readers. But before you make your contact, become familiar with the media you are approaching. Read the special interest magazines, listen to the radio, and/or watch the television programs.

During these times of adverse legislative activities and budgetary cut-backs, public awareness is no longer an option but a must. Adding a little creativity to your media plan will not only benefit your agency, but may provide that "extra something" needed to make your public awareness campaign a success.

About the Author
Laura Bedford is the Director of Communications for the Illinois Association of Park Districts.