Five Key Steps to Getting the Publicity You Want

  1. Plan ahead. The CR staff needs sufficient time to review your information, write a news release, get your approval, if needed, schedule photography where appropriate and get your information to the local news outlets. The more planning you do upfront, the better chance you have of receiving coverage in the local media. Notify CR at least four weeks prior to an event for the best chance of coverage.
  2. News releases are generally sent out three weeks prior to an event to meet the early deadlines of weekly newspapers. Publicity that arrives a few weeks in advance has a better chance of appearing multiple times, thus giving your event more coverage.
  3. Remember the five Ws and an H! Who? What? When? Where? Why? How? For events, be sure to include time and date, cost, location, tickets available, registration information, phone numbers to call for more information, etc.
  4. Make the release interesting. Whether your goal is to get an audience for an event or to publicize something that has already occurred, you want people to take notice. If you have a “hook” or “angle” that will grab interest, let us know. The more relevant details you provide, the more likely we are to create a release that will attract attention and become a story in print. Good quality photographs are usually appreciated by the weekly newspapers.
  5. Send your information to Stacey Clapp (sclapp@atlantic.edu) or Kathy McGowan (mcgowan@atlantic.edu) by e-mail when possible. You can draft a release, but if writing is not your forte, make sure you’ve given us the necessary information and we’ll draft one for you.

TV Coverage

Television news directors look for visually exciting stories that can be quickly comprehended. If you have an upcoming event that may interest local television, please let us know. We will send an invitation to the media to cover your event. Please do not contact the media on your own.

The Media and You

As a member of the ACCC community with certain professional expertise or as an individual with an interesting personal story, you may be the subject of a story or interview for print or broadcast. Also, CR may ask you to speak to the media to provide background information on a story or to comment as an “expert.”
Keep in the mind the following points:

Remember, there is no such thing as speaking “off the record.”
If you do not want your words in print, it is better not to speak in the presence of a reporter or media source.