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When
you want to bring an
event, activity, program
or individual associated
with your chorus to
the attention of an
outside public, ask
these questions...
Is It News?
From Webster's Dictionary:
News: "a
report of recent events"
Report: a concise
statement of facts (not
a flowery description)
Recent: Today
(yesterday or earlier
this week may be acceptable)
Event: An
occurrence, what happened,
a snapshot in time
Is It Newsworthy?
From Webster's Dictionary:
Newsworthy: "sufficiently
interesting to the
general public to
warrant reporting
(as in a newspaper)"
Interesting to
the general public: Pertaining
to the audience or
the specific community
served by the designated
communication medium
For
example, a suburban
newspaper, radio or
TV station's audience
is the general public
in that suburb. This
audience is interested
in the residents of
the community and their
neighbors, and they
may be attracted to
items about your chorus'
community activities,
your membership drive
or your show. The readers
of a corporate newsletter
are interested in the
employees of the company.
That audience will be
interested to learn
about an employee's
election to your chorus,
regional or international
board of directors or
her participation in
competition.
Is Timing/Target
Market Critical?
Advertising is
an effective way to
get your message across.
You are paying for
it, so you are guaranteed
space when you need
it; you produce the
copy, so you can be
sure the message will
be accurate; and you
can target your audience.
Is It In The Budget?
One reality of
PR/marketing is that
funds are usually
limited and must be
allocated efficiently
- another important
reason for advance
planning. With your
calendar and a budget
estimate, your next
task is to determine
where the funds will
produce the necessary
results. What is the
chorus' priority this
year? If it is performing,
you may want to spend
money marketing the
chorus for performances.
If it is membership
growth, the largest
portion of your financial
resources may be directed
to a membership recruitment
campaign.
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