UNIVERSITY OF MISSOURI EXTENSION
SOUTHWEST REGION NEWS SERVICE
Contact: David Burton, civic communication specialist
Headquartered in Greene County
Tel: (417) 862-9284
E-mail: burtond@missouri.edu
     
Consider Rules of Publicity When Getting the Word Out

Getting publicity for an organization’s event involves more than just sending out a media release according to David Burton, civic communication specialist, University of Missouri Extension.

“If you are in charge of your group’s publicity then be sure to remember other methods like posters and calling trees,” said Burton. “There are steps you can take to make sure your efforts are not wasted.”

For example, Burton recommends only working to get publicity on things that deserve publicity.

“Pomp without substance is not appealing to the media and it won't do your credibility any good, either,” said Burton.

It is also a good idea to put someone in charge of getting publicity. “Publicity by committee is a mess. However, you should get help from others to spread the word to opinion leaders,” said Burton.

Making a plan and deciding what you want to publicize and how you plan to do it three months in advance is another positive step.

“Consider the options you have and pick the most appropriate. If you have a small audience, you might just speak or write personally to each person,” said Burton.

Any publicity should be accurate, news worthy, clearly establish the “five Ws and H,” be brief and emphasize the local angle.

“Be sure you are focused on the right audience. This may be the most important rule in communicating: know your audience and then write and talk to them. It is also helpful to study how to reach this target group,” said Burton.

When dealing with the news media, be business-like in your contacts, learn the local deadlines and other expectations, and learn out to sell the importance of your event or story.

“Don't forget to say thank you to the media when they help you publicize an event. A letter to the editor, for example, from you or someone who attended the event, is nice,” said Burton.

For more information and brochures on how to improve media releases, or to schedule a news writing program, contact David Burton, civic communication specialist, University of Missouri Extension, (417) 862-9284 or go online to http://extension.missouri.edu/swregion/news.
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