Club_Officers_Handbook_2016

Section 8: Television and Radio Advertising in Print Media Advertising in your local paper is another way to get your news to the public, although your club should budget funds for advertisements early in the year (February at the latest). Prices for newspaper ads can vary depending on the amount of space your ad will occupy on the page and also where your ad is placed within the newspaper. While newspaper ads can be effective, unless your ad is eye-catching and attractive to the reader, your club may be better off putting the money into other media, such as posters, flyers, or even a bulk rate mailing campaign to your community. One last word on advertising with your local paper: newspapers depend on advertising revenue to stay in operation. When you have a fundraising event coming up, put a paid ad in the paper. Your business will be appreciated, and the paper may be more sympathetic to your club’s promotional needs in the future. Broadcast Media and Your Message It’s in the Air Radio can be a great way to announce upcoming club events. However, as with newspapers, there are a few things to keep in mind when using radio to spread your Ruritan message. Radio is more expensive than local newspa­ pers, but you are buying a greater, usually regional, audience for your money. Negotiate with the radio considerate enough not to call on a reporter or editor at their busiest time. Also, don’t expect your local press to cover your annual fundraiser if you deliver your news release the day before the event. And always give the media at least a week’s notice (preferably two weeks) if you expect coverage for your event. Decide Where Your News Should Go When sending a news release, always indicate where your message fits best. For example, most local newspapers publish a section devoted only to community interest stories. Likewise, many news broadcasts have a segment focusing on local community events. Your chances of getting published are better if the reporter or editor can file your story with similar items. Marking a story to the attention of the right editor can avoid having a general editor put it down and

forget to route it properly. If the story is sports oriented, send it to the Sports Editor... entertainment news to the Entertainment Editor... business news to

the Business Editor... and so on. Other Tips for Media Relations

station to get the most exposure for your community service dollar. Also ask if the station has a “special rate” for community service, nonprofit organizations like your Ruritan club. Radio is more immediate, but not as permanent as words in print. This is not the disadvantage it seems at first. Consider that the average newspaper reader is a “glancer” and may easily skip over your beautiful advertisement on the way to the headlines. A radio listener has no choice but to receive your announcement. Radio is pure sound, so the quality of voice is important. Unlike a newspaper photograph or television broadcast, the tone of the speaker’s voice must give the listener a sense of personality, professionalism, and seem completely trustworthy. The speaker’s voice must accomplish all of these things while getting the message across in as little as 15 to 30 seconds. This is especially important if your club produces its own radio announcement. Keep accents and jargon out of recorded radio announcements whenever possible, and speak clearly and distinctly at all times. If the radio station’s sales department records an announcement for your club, always request to preview the announcement before it hits the airwaves. Make sure the recording says what you want to relay about your club or upcoming event and includes details about the time and place of your meeting or event. Whenever possible, include a contact phone number for more information. Also, give media representatives free admission to your event or a complimentary meal if they attend a club meeting. The chances of media coverage are miserable if your club makes a reporter pay to cover your event. Remember that some media need special accommodations. For example, broadcast media may need access to electricity or other facilities. Above all, never approach the media with the attitude that you are helping them. It is the media that can help your Ruritan club get its message to the public.

PR

108

Revised 8/2016