Press Release (news) �- reaches wide circulation through print and electronic media�- free publicity�- press coverage lends clout �- not good for a limited/ small audience�- may not be best place for reaching target audience�- time of day (newscast), page article appears on (newspaper), size of article or length of story affect whether audience sees article and its effectiveness Public Service Announcements (PSAs) �- "free ads" on air�- good tool for public education (counter ads) �- often aired at odd hours (low audience; prime time goes to those who pay)�- if station produces ad, often done in cheapest way: one person talking, no editing, no slides or music, on film or tape�- if you produce PSA, it must meet quality standards of station Free Speech Messages (FSMs) �- free�- allows you to say anything about any issue without censorship �- is usually produced cheaply and is hence boring (may not reach audience)�- may not be aired at good hour Calendar Listings �- good for reminding people of date, time, place of events �- primarily good for event publicity; not for general PR�- only gives who, what, where, when�- may not be seen Interview Shows �- free publicity�- allows you to clarify issues in more in-depth way (1/2 hour vs a one minute PSA or short article)�- provides public forum for your issues�- allows you to speak for yourselves (represent yourselves) rather than rely on interpretation of reporter �- limited audience�- usually produced cheaply; appeal of "talking heads" limited; many people tune out after a short time Press Coverage at Meeting �- informs those who didn't attend meeting of decisions/proceedings�- keeps issues/events before public eye�- more in-depth than press release �- possibility of misquotes�- interpretation of reporter may differ from your own Press Conference �- calls attention to a situation�- useful for announcing findings, publication of facts, results of studies, clarification of an action, making announcements or demands, brings out the press, makes an event out of your news �- difficult to find right time of day to hold so all press can attend and meet that day's deadline�- difficult to get the press to come unless something very important�- could be a lot of effort for little return�- place is crucial Columns or Regular Features; Article Series �- providing in-depth public education on issues�- provides forum�- keeps your group/issue in public eye �- difficult to convince media to do�- need enough information to generate several articles�- weekly deadlines�- takes lots of person hours�- takes a lot of research Photos/Artwork �- good way to bring visual attention to issue�- attention-gettingcould be used a filler �- could be costly�- photos may not be returned�- may send out more than get used (cost-effective?)�- needs to meet paper's standard Brochures, Handouts, Mailers, etc. �- direct mail insures you reach intended audience�- is a tangible reminder for people�- can be more eye appealing/attention getting than articles �- could be costly�- often thrown away�- some people have an antagonism to mailings Posters �- attracts attention�- additional exposure �- need people to post�- location of poster important (or may not reach audience)�- cost Slides-tapes, Video �- visual presentation of issues, facts and resources�- good stimulus for discussion�- experiential (visually)�- adds variety and interest �- expensive (possibly)�- need people to present the tape�- need equipment�- need people to put it together Banners �- eye-catching�- adds to feeling of event or festivity�- creates sense of community involvement �- must see that banner is delivered and taken down at proper times�- each town has its own stipulations�- could cost up to $400 if done commercially Bus Posters �- hitting the commuter crowd (and youth/elderly) �- cost (about $1.00 per bus printing)�- limited audience Public Service Advertisements (newspapers) �- could be more attention getting than an article�- good supplement to article for publicity �- must run a week to be effective (if only run a few days, some people may miss it)�- costly (generally 25% off regular price of newspaper ads) Event or Action �- good chance of getting coverage�- gets public attention�- could be entertaining or educational�- brings issue to the streets or the community�- allows you personal contact with public�- creates media follow-up interest and image in community �- much planning necessary�- time -consuming�- materials may be needed�- requires pre-publicity Press Packets �- gives media background information on group and issues�- could lead to more in-depth story �- needs to be updated Newsletters �- good for networking�- in-depth information�- provides forum for community people�- acts as a clearinghouse for information �- costly�- time consuming�- needs a staff�- needs submissions�- needs to remain lively and relevant�- needs mimeo, printer or graphic�- needs deadlines Editorial Meetings �- editorials influence decision-makers�- provides opportunity for follow-up opinion-editorial�or letters to the editor, prolonging the issue's "shelf-life"�- appears on most read page in paper �- could backfire into an unfavorable editorial�- editor may not use the material�- can be hard to get meeting Internet �- potential to reach wide and new audiences�- allows for creativity, use of visuals, photos, etc.�- fast growing technology likely to overtake other media in�- popularity in near future �- still the lowest ranked news source for public�- can be hard to identify readers�- needs constant updating�- not everyone has access Radio Actualities �- you control the message�- inexpensive and quick to produce�- over 10,000 U.S. radio stations means plenty of opportunities �- may not make air�- big stations do their own news�- small stations take syndicated packages only�- requires high quality equipment
