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Welcome
City Of Smyrna
Quarterly
Workshop
Series
Allan & Cathy Lipsett
August 14, 2014

Times Have Changed
Communications has
come a long ways
since the old days.
We have a more
instant, intimate
communication 24/7.
By using a varied
media of contact,
your group can reach
multiple audiences
simultaneously.
Making News! ● Lipsett & Associates ● The Bright Side ● August 14, 2014 ● 2

What Is News?
Merriam Webster says:
1 a : a report of recent events
b : previously unknown information
<I've got news for you>
c : something having a specified
influence or effect <the rain was good
news for lawns and gardens —
Garrison Keillor> <the virus was bad
news>
2 a : material reported in a
newspaper or news periodical or on a
newscast
b : matter that is newsworthy

Criteria Of News
The criteria by which news is
judged are:
Is it new?
Is it unusual
Is it interesting or significant?
Is it about people?

What Is News?
We focus on “good news” and
specifically local news.
Murders, fires, scandals usually come
from official sources.
You are generating news about your
events, those things that are closest
to home.
You make local news.

Making Your News
Programs that are new and different.
Solutions to problems.
A success story about a club member or
outcome of a project
A new happening in your club
Sponsoring an event
A fundraiser
Program in a school
Participation in an International program

Defining Your Message
What do you want the public to know about
your event, about your organization, about
your work in the community?
One concrete example of the work of the
organization. Why in the context of your
organization is this a success story?
Include your address, phone number or e-
mail address. Don’t assume the reporter
will pick it up from the stationary.

Get To The Point
The “nut” paragraph: The one sentence or
paragraph in your release (perhaps the last
paragraph) that answers the question, what
is your organization?
Not the mission statement, not the history.
Keep it short.
If they don’t read anything else, this is
what they will need to know about you.

A Sample ‘Nut Graf’
The Rotary Club of Metro City is a part of District
6900, comprised of 70 Rotary Clubs in Georgia
with close to 5,000 members. Rotary
International is a volunteer organization of
business and professional leaders who provide
humanitarian service, and help to build
goodwill and peace in the world. There are
approximately 1.2 million Rotary club members
belonging to nearly 33,000 Rotary clubs in
more than 200 countries and geographical
areas. Membership in Rotary is by
invitation.

Which Media Is Best?
External
Newspapers
Radio
Television
Internal
Newsletters
Website
Bulletin

Questions To Answer
Who do we want to reach with the
message?
What is the time frame for the story?
Some media lend themselves to a more immediate
message, others require a longer window to place the
story.
What news outlet would be interested
in this type story?
Is it photogenic? (TV vs. radio)

Social Media
A means of communicating with those
who are already ‘following’ you.
Don’t send press
release via website.
Don’t send
competitors’ stories.

News vs. Advertising
Advertising & Editorial
are separate departments
at most media outlets.
There is no charge for
news, but space is at a
premium
Advertising costs money.
Advertising is the reason
newspapers exist to
publish news.

The Media List - Print
Atlanta Journal Constitution
newstips@ajc.com
Marietta Daily Journal
jgillooly@mdjonline.com
The Bright Side
news@brightsidecobb.com
Neighbor Newspapers
Neighbornewspapers.com/pages/stories
The Powder Springs Messenger
psmessenger@bellsouth.net

The Media List - Broadcast
WSB TV 2 – newstip@wsbtv.com
WAGA TV 5 – myfoxatlanta.com
WXIA TV 11 –
11alive.com/about/contactus
WGCL TV 46 – cbs46.com
Google your station
Making News! ● Lipsett & Associates ● The Bright Side ● August 14, 2014 ● 14A

Writing The Press Release
Create a letterhead with your club/church name and a
logo
Include contact information
Keep it short and simple
Include basic facts: who, what, when, where, how,
and why
Make sure everything is spelled correctly
Include a quote from your club President or another
spokesperson if appropriate
Know the deadlines for the medial outlets you choose
The Nut Paragraph

Writing The Press Release
Remember the five W’s:
Who?
What?
When?
Where?
Why?
Answer these in the first one or two sentences
and you’ve hooked the attention of the
editor.

The 5 Ws
Who – That’s you. Also it’s a good
idea to have a local name involved in
the release.
What – The essence of your event,
your news?
When – Give the date and time. The
full date, not just Friday.

The Rest Of The 5
Where – Give the location, including the full address.
If it’s off the beaten path or you are hoping a
photographer will be there, include directions from a
known location. The directions can be in a separate
note from the press release proper.
Why – Here’s a chance to get your message out. Say
you are holding the event to raise funds for your
project and tell what the project is about; or you have
opened a new branch of your business because you
are expanding your services.
The Nut Paragraph

Additional Tips
The 5 W’s should be short and to the point. Past the
first or second paragraph expand on your messages.
Putting a quote from your spokesperson as the second
or third paragraph is also a good idea. Reporters like
quotes and the message can be delivered through a
quote.
“The Metro Rotary Club’s golf tournament will benefit
the children of Metro County,” President Bill Smith
said..
Do not try for cute or fluffy – stick to the facts – but
keep the facts interesting
Keep it short. One page is good, two may be
necessary

Name A Spokesperson
Who is the spokesperson for your
organization?
The president, committee chairman
or program chairman.
The contact person may change from
story to story, but designate a
contact person in the release.

Sample Press Release
ROTARY CLUB OF HOMETOWN
For immediate release
Contact: President name
Phone number/email address
Date: March 28, 2014
METRO ROTARIANS ATTEND COLUMBUS DISTRICT ASSEMBLY
Rotary Club of Metro President-elect John Doe attended the annual District
6900Assembly in preparation of his/her upcoming year as head of the local organization. In
addition to Doe, current President Jane Smith and 16 other club members attended the
assembly.
The Assembly was held on March 28 at the Georgia Convention and Trade Center in
Columbus. During the break-out sessions, Rotarian Bob Jones participated on a panel on the
Rotary Foundation.
“I am looking forward to my year as head of this outstanding Rotary Club,” said Doe. “It
is an honor to follow Ms. Smith in leading this club. We will be continuing to serve our
community, following the Rotary motto of Service above Self,” he said.
Rotary International is a volunteer organization of business and professional leaders who
provide humanitarian service, and help to build goodwill and peace in the world. There are
approximately 1.2 million Rotary club members belonging to nearly 33,000 Rotary clubs in
more than 200 countries and geographical areas. Membership in Rotary is by invitation.
District 6900 is comprised of 70 Rotary Clubs in Georgia with close to 5,000 members.

Sample E-mail Release
Mary Perdue to Speak at Rotary Meeting
Marietta, Georgia – March 09, 2009 – The Rotary Club of Marietta,
will meet Wednesday, March 11, 2009 at 12:15 p.m.
EDT. Georgia First Lady, Mary Perdue will address an audience
of approximately 150 members of the Marietta Rotary Club. The
meeting will be held at the Hilton Atlanta/Marietta Conference
Center located at 500 Powder Springs Street Marietta, GA.
Members of the media are welcome (Please call if you wish to
attend).
Media Contact:
Jason Waters
The Rotary Club of Marietta
(404) 555-8787

Photos Make News
A Photo has value of news story
Have a club photographer document the events of the
club.
For a special speaker or project, arrange for a photo
with the editor and do so several days in advance of
the event.
Take your own photo. (email .jpg separately)
No more than five or six people in the photo
Be natural
Get as close-up as possible
Write a cutline that tells what is happening and
identify the people left to right

Some Photo Tips
From Good to Better
Speaker Alone – ho-
hum
Speaker with local
members, sure to be
published
Keep backgrounds
uncluttered
Use a recognizable
backdrop.

Internal Communications
Newsletter
Web Page
Announcements
Your club Public Relations Chairman works with all club
committee chairmen to keep abreast of projects and
programs. The public relations chair should keep members
informed
Through the club bulletin
Through e-mails
Through a face book group page
Through announcements at meetings
It is important for clubs to communicate at the local club
level, the district level and the international level about
your activities, programs and achievements

How to Make News
Write a letter to the editor
Position yourself as an expert
Offer something free –testing, coaching,
meals, entertainment
Finish this sentence: “My experience in this
area has taught me that….”
New products or services; new programs
Publicize your awards
Highlight your milestones.

Where to Get Help
Google Public Relations Tips
Your club web page – Rotary, Lions,
Key Club, Toastmasters – has a guide
to PR on its web page
Organizations have guidelines on how
to use the name and symbols (logos).
Have releases reviewed up the chain
of command
Call or e-mail outlet

Examples
The Good, The Bad and The Better

Q&A
We welcome your questions

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Making news!smyrna 2014

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