Region 11 MARKETING Minute

Each year during IES and International Convention and Competition, we strive to get the best media attention possible. To succeed at getting the kind of publicity that makes Sweet Adelines International and its membership shine, it is important to know how to understand and deal with media representatives: reporters, editors and even freelance writers. This information is also important when dealing with your local and regional media.

First and foremost, it is imperative that you let the reporter do her job without interference. Of course, it is exciting when you are approached by a media professional, but let that individual ask the questions while you give answers that reflect well on the organization you are representing. Make sure that you have permission from your official PR representatives to speak on behalf of your chorus or organization.

� Remember that the information you are giving should interest a large number of people not involved in your organization. Before giving an interview or writing a press release take a step back and think about what would interest the general public. Would you be interested in what you are promoting if you weren't involved?

� Make sure that everyone representing your chorus, quartet or the organization uses comfortable, easy-to-understand words when dealing with the media. Also make sure that the designated representative is up-to-date on the organization's mission statement and facts.

� When dealing with reporters, remember to NEVER ask for a copy of the publication or a videotaped copy or transcript of the coverage. Buy the publication, tape the program yourself or use a print and electronic clipping service. It is considered impolite to ask for a copy of the news clip.

� NEVER ask a reporter to show you the story before it's published. This suggests that you don't trust the reporter. It also tells the reporter that you don't trust the material you've sent or what you've said in an interview.

� ALWAYS respect deadlines. If you're trying to get something in the local weekly newspaper, realize that, if you miss the Monday noon deadline, the news won't appear until the next week - if at all. Know and respect the deadlines of all media you deal with. (Friendly editor's note: That includes The Pitch Pipe deadlines.)

� Remove jargon from your press releases; a large number of editors surveyed said that most news releases they receive are full of jargon that the average reader does not understand. Often times editors will find that specialized press releases contain hard-to-understand jargon specific to the organization.

� Dot your "i's" and cross your "t's." It is vital that you do the homework necessary to make reporters and editors confident that your information is correct. If you're not sure about something, don't submit it. Always double-check the spelling of names and the accuracy of telephone numbers, addresses, Web site URLs, dates and data. NEVER depend on your software's spelling program to correct your copy. It can't distinguish whether to use "hand" instead of "hard" or "it" instead of "is."

� Always be honest. You can't regain lost credibility. Lie to a reporter once and your relationship will be tainted forever.

� Know that it is all right to say, "I don't know" when you can't answer a question. But always offer to get the information to answer the question and follow up promptly. Never bluff your way through answers you're unsure about.

� When dealing with your local and regional media, try to establish strong relationships with all the reporters in your area. The investment in time and energy will pay off.

� Never, under any circumstance, go "off the record." "Off the record" doesn't exist. You have no protection if you engage in the practice with a reporter and he then reports everything you disclosed. Never say anything to a reporter that you don't want to see on the evening news, in tomorrow morning's newspaper or on a Web site.

� Do not turn media away. The assignment desk or editor assigns a story that they feel is newsworthy - do not hurt the media relationship by turning down the PR opportunity. If you are occupied, find a qualified person in your chorus or staff to assist the reporter with the story.

� If you see a camera rolling, step around the camera, never in front. Remain quiet during the segment and do not speak to the reporter until filming has ended.

Media attention can be very exciting and very intimidating at times. Just remember to enjoy yourself, talk about Sweet Adelines International and your involvement in a positive light, be honest and let the reporter take it from there. Keep in mind that the more positive notice that we receive the more public awareness is created!