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Revised 8/2016
Section 8: Television and Radio
Advertising in Print Media
Advertising in your local paper is another way
to get your news to the public, although your club
should budget funds for advertisements early in the
year (February at the latest). Prices for newspaper
ads can vary depending on the amount of space
your ad will occupy on the page and also where your
ad is placed within the newspaper.
While newspaper ads can be effective, unless your
ad is eye-catching and attractive to the reader, your
club may be better off putting the money into other
media, such as posters, flyers, or even a bulk rate
mailing campaign to your community.
One last word on advertising with your local paper:
newspapers depend on advertising revenue to stay
in operation. When you have a fundraising event
coming up, put a paid ad in the paper. Your business
will be appreciated, and the paper may be more
sympathetic to your club’s promotional needs in the
future.
Broadcast Media and Your Message
It’s in the Air
Radio can be a great way to announce upcoming
club events. However, as with newspapers, there
are a few things to keep in mind when using radio to
spread your Ruritan message.
Radio is more expensive than local newspa
pers, but you are buying a greater, usually regional,
audience for your money. Negotiate with the radio
station to get the most exposure for your community
service dollar. Also ask if the station has a “special
rate” for community service, nonprofit organizations
like your Ruritan club.
Radio is more immediate, but not as permanent
as words in print. This is not the disadvantage it
seems at first. Consider that the average newspaper
reader is a “glancer” and may easily skip over your
beautiful advertisement on the way to the headlines.
A radio listener has no choice but to receive your
announcement.
Radio is pure sound, so the quality of voice
is important. Unlike a newspaper photograph or
television broadcast, the tone of the speaker’s
voice must give the listener a sense of personality,
professionalism, and seem completely trustworthy.
The speaker’s voice must accomplish all of these
things while getting the message across in as little
as 15 to 30 seconds. This is especially important if
your club produces its own radio announcement.
Keep accents and jargon out of recorded radio
announcements whenever possible, and speak
clearly and distinctly at all times.
If the radio station’s sales department records
an announcement for your club, always request
to preview the announcement before it hits the
airwaves. Make sure the recording says what you
want to relay about your club or upcoming event and
includes details about the time and place of your
meeting or event. Whenever possible, include a
contact phone number for more information.
considerate enough not to call on a reporter or editor
at their busiest time. Also, don’t expect your local
press to cover your annual fundraiser if you deliver
your news release the day before the event.
And always give the media at least a week’s notice
(preferably two weeks) if you expect coverage for
your event.
Decide Where Your News Should Go
When sending a news release, always indicate
where your message fits best. For example, most
local newspapers publish a section devoted only
to community interest stories. Likewise, many
news broadcasts have a segment focusing on
local community events. Your chances of getting
published are better if the reporter or editor can file
your story with similar items.
Marking a story to the attention of the right editor
can avoid having a general editor put it down and
forget to route it properly. If the story is sports
oriented, send it to the Sports Editor... entertainment
news to the Entertainment Editor... business news to
the Business Editor... and so on.
Other Tips for Media Relations
Also, give media representatives free admission
to your event or a complimentary meal if they attend
a club meeting. The chances of media coverage
are miserable if your club makes a reporter pay to
cover
your
event. Remember that some media need
special accommodations. For example, broadcast
media may need access to electricity or other
facilities.
Above all,
never
approach the media with the
attitude that you are helping them. It is the media
that can help your Ruritan club get its message to
the public.
PR