Do your
homework and make notes
- just like school.
Read or scan the newspaper.
Read the TV and radio
listings, watch different
television stations,
listen to several radio
stations. A vital aspect
of developing and maintaining
relationships is to
know the media.
Identifying
programs and reporters
who do human interest
stories on organizations
similar to Sweet Adelines
and make a note of the
reporter and publication/station
name. Taking notes may
seem unnecessary, but
written notes dramatically
increase accuracy and
increase your credibility
with media. Also, many
journalists are insulted
when a letter or news
release requesting coverage
is addressed to a predecessor.
Creating
Media Lists
Contact the previous
chorus PR/marketing
chair, who may provide
an existing list of
media outlets. If no
list exists, your media
monitoring notes and
clippings are the best
source to prepare an
up-to-date, customized
media list for your
chorus.
Computerized
lists
Any good database software
can be used to create
and generate mailing
lists and labels. Include
fax numbers and e-mail
addresses in the database.
One of your committee
or chorus members may
be able to fax or e-mail
news releases or announcements.
It is
helpful to be able to
sort by reporter/editor
name, publication/station
name, and zip code.
Database software will
allow you to do this.
(The task of computerizing
a media list is an excellent
one to delegate to an
expert within your chorus.)
Maintain
Media Lists
Maintaining the media
list is the most important
part of having a list.
Media personnel change
often, so you will need
to verify reporters
and their specialities
(beats) before distributing
any news release or
recontacting any journalist.
Always send information
to a person; mail addressed
to "Editor"
is akin to "Occupant"
and is treated with
the same degree of respect.
