B. ALERTING THE MEDIA

There is no set formula to ensuring press coverage. Do not be discouraged if the press does not cover your event. Current events and other competing interests affect media availability on any given day. If you do not get covered in one event, try, try again. The more times a press release with your organization’s name on it comes across an editor’s desk, the more they will learn about you and possibly cover you in the future. Focus on the smaller, community newspapers, rather than jumping straight to The New York Times. Coverage in these smaller papers can be just as effective in your marketing efforts and is a bit easier to obtain. Try to establish relationships with the media outlets in your community.

1. Press Kit

A press kit should be organized in a folder and should include all of your promotional material including:

Organization Info (in left side of folder)	Event Info (in right side of folder)
organization’s brief history board of trustee list misc. marketing materials any relevant or recent press coverage	press release for current event program for event bios for artists, if applicable images from event

In general, press kits are made available for attending press at the opening night of an event or at a press preview. Press kits do not need to be sent to press ahead of time unless there is a particular media contact that you are expecting or hoping will review your event.

3. Public Service Announcement (PSA)

A Public Service Announcement (PSA) is a brief announcement aired free of charge on the radio or television for nonprofit organizations. Most radio stations dedicate a certain percentage of their airtime to PSAs. While every station varies in their specific PSA requirements, the following are general guidelines:

• PSAs are received (either in writing or a tape) at least two weeks before the event. Some stations however require longer lead times, as much as six weeks. Check deadlines.
  
  
• Check with the public affairs director of each station as to their rules and regulations regarding PSAs. Some stations air PSAs randomly throughout the day; others have community calendars where they air announcements collectively.
  
  
• PSAs of differing length should be offered. Indicate the reading time at the top of the page: ten seconds (25 words), twenty seconds (50 words), and thirty seconds (75 words). Never send anything without reading it out loud and timing it several times first. Names that are difficult to pronounce should be spelled out phonetically.
  
  
• It is against the law to mention raffles, door prizes, and lotteries.
  
  

4. Press Release

A press release is used to alert the media to your event with the hope that they will publish a listing or cover the event. It should include a brief, factual description of the event and the artists and organizations involved. A cover letter may also be used if you want to provide more descriptive language or “pitch” the event, but it is not required. Press releases should be sent out a month before your event with follow-up calls or invitations going out two weeks before the event. Magazines, television and radio stations may require longer lead times, so it is best to check exact deadlines.

What goes in the press release?
What: What services or activities have you organized or plan on organizing?
When: When will your event take place? (include date and time)
Where: Where is the event being held? (provide directions if necessary)
Who: Who will the event feature?
Why: Why is this event being held at this time in this community?
Contact: Who can be contacted for more information?
Other: What, if any, requirements or restrictions are there for attending your event?

When possible, you should try to include some "hook"—an idea about what makes your event unique or topical. It is sometimes helpful to approach media with the attitude that you are doing them a favor by letting them know about this exciting new happening or trend.

Tips to Structuring a Standard Press Release:

• Press releases should be typed, double-spaced and spell-checked. Press releases need to be presented in a professional manner that is easily read. Spelling errors are a quick ticket to the editor’s wastebasket.
  
  
• The name and address of the organization sending the press release should be prominently displayed at the outset. This is easily accomplished by using pre-printed letterhead, either designed professionally or on your computer.
  
  
• Always include the name and phone number of a specific person to be contacted for more information at the top of the first page. The contact person should be prepared to handle calls from the media. He or she should have a thorough understanding of the release and be authorized to make further statements or release more information.
  
  
• Include a release date and time at the start of the body text on the first page. Examples: FOR RELEASE February 28, 2002; FOR IMMEDIATE RELEASE; RELEASE AT WILL (if not time-sensitive).
  
  
• At the top of your press release put a suggested headline in all caps, bolded, and underlined. This should be a catchy headline that summarizes the press release and entices an editor to continue reading. For example, "Meta-Forms, Exhibition of New Work in Computer Arts, Showcases Merger of Technology and Art" is more alluring than "NYFA to Exhibit Computer Arts Fellows." You can also use a sub-header for more details. This should be bolded and underlined but not in caps.
  
  
• Always make your first paragraph the most important item in the article. The first paragraph should be the “sales hook” for the editor or reader and should contain the essential 5 Ws (Who, What, Where, When, Why).
  
  
• Follow up with the facts of your story in descending order of importance.
  
  
• A quote by the artist or organization representative adds more substance to your release. It also makes it more appealing for the media to publish, as it is an enticing item for their publication that they do not have to investigate.
  
  
• End your press release with the boilerplate (general description) of your organization. The boilerplate can be your mission statement or a brief description of your artistic vision or goals.
  
  
• If the main text goes on to another page, write MORE or OVER at the bottom of the page to indicate that this is not the end.
  
  
• 11. At the end of the main text of the article, signal that it is the end by putting three pound signs, "# # #," or the word "END."
  
  
• 12. After the end signals, put any special additional information that does not fit elsewhere. For example, you can list the schedule for a special photo opportunity and/or interview availability.
  
  

When writing a press release, the more it looks like a read-to-publish article, the better. Some publications will even end up publishing the press release verbatim. Click here to view a sample press release.

4. Developing a Press List

A press list is a list of media outlets such as area newspapers, magazines, radio and television stations, and Internet sites. Think about your audience and about expanding your audience – what media sources might reach them? When collecting contact information for your list, identify particular writers, editors, or programmers who review or discuss the arts or local events. Releases addressed 'To the Editor' may never find their target, as there are many kinds of editors in a media outlet. When in doubt, send press releases to the Arts/Entertainment Editor.

How to develop a press list:

• Buy, borrow, or check out a media directory, which lists all the major publications, news editors, arts writers, and reviewers. Some media directories, such as those published by Bacon’s Information Inc., are carried by public libraries. Check with you local library for availability.
  
  
• Read publications, newspapers, and magazines, and make note of writers that cover areas similar to your field.
  
  
• Look at the TV & Radio program listings, making a note of those that might be useful; watch and listen.
  
  
• Call stations or look at their Web site for a listing of regular programs and personnel.
  
  
• Request media kits produced for potential advertisers from local media (newspapers, radio, etc.) that often include demographics information of the community, their target markets, circulation, and readership figures.
  
  
• Utilize the Internet! The Internet provides a wealth of information on media outlets. Most media outlets have their own Web sites on which you can determine specific editor contact information. www.newsdirectory.com is a free online directory of media outlets including newspapers, magazines, and television stations. For listings of radio stations, check out www.radio-locator.com. If you do not have Internet access, most public libraries provide free access.
  
  
• Don’t forget to include: community organization newsletters, ethnic papers, free street press, university newspapers. These outlets are more likely to print your press release.You can find more alternative press ideas at www.altpress.org.

5. Event Fact Sheet

An event fact sheet differs from a press release in that it includes only the bare bones of the event, answering the important questions of who, what, where, when, and why. It can be sent either in lieu of or in conjunction with a press release. Event fact sheets should be sent to the Calendar/Events Editor. Every publication’s deadline differs slightly, but most are around two weeks before publication. Monthly magazines will have earlier deadlines. Check with the publication for an exact deadline. Click here to view a sample event fact sheet.

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