COMMUNITY DEVELOPMENT NOTES
by David L. Hill, Community Development Specialist

Vol.1 No. 3 April 1997

Continuing the theme:
GUIDELINES FOR GROUP WORK BY EXAMINING PUBLICITY: AS A KEY TO ACHIEVING GROUP GOALS

Good publicity is an invaluable tool for groups to use to achieve goals, gain group support and increase group commitment. The goals of publicity are three fold: 1. To provide communication for membership and others about programs or activities. 2. To inform people and to promote interest in the group's actions. 3. To provide a good image of your group and foster a positive attitude about your organization by the general public. This third goal develops an understanding and goodwill which leads to more support for the group's actions and activities. Before starting, one needs to have information about the group and its members; a list of mass media resources and know how to use them as well as a publicity plan. Publicity done well makes a statement about your group. Publicity done poorly or not well planned out also makes a strong statement about your group. Which way do you want your group's image shaped by the public?

Now let's consider some tips in: DESIGNING A PUBLICITY PLAN Good publicity and good public relations are everyone's responsibility. Each member should think of ways to enhance the group image and tell other people more about your group. Knowing your group and knowing the news media in your community are key elements for planning good publicity. Four factors should be considered in a publicity plan:
* your organization's publicity needs
* your organization's calendar * the people you want to inform
* the information and media outlets in your area
Plan what can be done: Work out a publicity schedule, discuss your proposal with officers and key committee people, finalize a plan, and give copies of the plan to the organizations officers. Remember that the plan is a guide, so you can change it.

Gather facts at your meetings. Select information carefully. Ask which information will be of greatest interest to your audience. Answer the fundamental questions---Who? What? When? Where? Why? How? Look for human interest facts. Saturate yourself with pertinent details. Outline your message. Choose words carefully. Follow media guidelines for length and structure. Double-check the spelling of names. Make sure that persons, organizations, and places are accurately identified. Write clearly so that you'll be understood. Begin with an attention-getter, such as a photograph. When writing captions for photographs, identify people from left to right. If your publicity piece is to be read on the air, provide phonetic spellings (i.e., spell it like it sounds) for complex words or unusual names. Always type your article. Place your name, the organization's name, and your address and phone number in the upper left corner of the first page. When material you provide is not published or broadcasted, politely find out why so that you'll know if there were any problems with it that you can avoid in the future. For additional information about Group Functioning Skills and Leadership Development contact University Extension Centers.

University Extension does not discriminate on the basis of race, color, national origin, sex, religion, age, disability or status as a Vietnam-era veteran in employment or programs.