10 Steps to Publicizing Your RIF Program

1. Create a media list.

With a little telephone work and some research at your local library using media directories and references, you and a volunteer can prepare a thorough media list. Keep in mind the various kinds of reporters who might be interested in your news: education reporters and editors, to be sure, but don't overlook human interest reporters, Sunday style-section writers, reporters for city-specific television talk shows, and even general assignment reporters all have an interest in your RIF program. In addition to the reporter's name, title, address, and telephone and fax numbers, try to find an email address so you can send out immediate media advisories.

Also include newsletters of prominent civic or business organizations, the television network affiliate news stations (ABC, CBS, NBC, FOX), radio stations (especially all-news stations and affiliates of National Public Radio), and local cable news stations.

2. Identify local television and radio talk shows.

A volunteer can help you make a list of the names and telephone numbers of  programming directors, producers, and hosts. Be patient, persistent, and professional. Many radio and television personalities work in the early morning or late evening and on the weekends. Naturally, they can't take calls when they're on the air.

3. Prepare a media advisory and press release.

An advisory alerts the media to an upcoming event, such as a book distribution, motivational activity, or special awards or recognition ceremonies. Mail or fax media advisories to reporters at least one week in advance of your event.

If your story is not event-related, a press release is preferable to an advisory. A press release announces something that is happening or has happened recently. Even if you send out an advisory before an event, you also should distribute a press release to reporters on your media list.

4. Develop interview opportunities.

Often, it's easier to interest a reporter in an exclusive interview rather than a general story available to all members of the media. This is especially true of radio. Simply ask yourself the question, Who might reporters want to interview to capture the interest of their audience? In most cases, the answer will be you, the RIF coordinator.

Other good interview subjects might be a parent of RIF kids, a fifth-grader or sixth-grader (younger children tend to freeze during interviews) who is a reading buddy, a RIF volunteer who has an especially compelling reason for being a volunteer, an important funder, or even the mayor or other community leaders who participate in RIF as celebrity readers or other ways.

Think about the people you find intriguing, and with their permission, prepare an interview alert outlining their availability and discussion points. Then fax the alert to talk-show contacts.

5. Prepare backgrounders.

Backgrounders--sometimes called fact sheets--are effective ways to inform reporters about RIF and your role in a nationwide grassroots network. We recommend including a paragraph about your program in a general RIF backgrounder. Include specifics about the number of children you serve, reading achievements, local sponsors, and other local details that describe your program. Have extra copies on hand to give to reporters whenever the opportunity arises.

Backgrounders--which reporters use to provide factual information in their stories--should accompany any media advisory, press release or interview alert you send out.

6. Follow up by telephone.

Telephone follow-up with reporters may seem hard, but it is the most crucial part of generating publicity. Be prepared. First, jot down three or four key points about the story and why their audience might be interested. This will help you pitch your ideas--convince the reporter--and manage the call effectively.

Reporters and editors may seem abrupt over the phone. First, they may be on deadline and simply not able to give your call the attention you think it deserves. Second, they are pressured and overwhelmed by people attempting to secure publicity--just like you. To be effective, here are a few rules of the road:

• Ask if the reporter is on deadline. If so, arrange to call back.
• Be articulate and concise. State your name, that you're a RIF coordinator or volunteer, and describe why you are calling.
• Ask if the reporter received your fax. This helps you begin a conversation.
• Even if the answer is no, talk with the reporter about the importance of childhood reading. Mention photo and video opportunities inherent in your activity.
• Get a commitment. Ask the reporter if he or she is interested. If so, will they cover it?
• Ask what will help. More information on RIF? Names of potential interview subjects?
• Remember: The worst that can happen is that the reporter will not publicize your event. Theres always the possibility that in the future, the reporter will remember your program because of this call and publicize future events.

7. Prepare several press kits.

Hand out press kits any time you formally invite the news media to cover your story. A press kit is a folder that usually contains a press release, a RIF backgrounder, a backgrounder on your program or event, and a biography of potential interviewees (this is optional).

8. Prepare a photo news release.

Even if a reporter does not participate in a RIF activity, it is possible to get newspaper coverage through a photo news release--a compelling photograph that tells the story. Make sure your photo has a headline above it and a caption below it identifying the participants. Quick turn-around time is the key. Keep these other guidelines in mind:

• Most important, be sure to get a signed release from parents authorizing you to distribute photos of their children for general publication.
• Ask your volunteer photographer to use a 35 mm camera to take photographs. Aim for photos that show action, spontaneity, contrast, or humor.
• Get the photos developed the same day as your event and select those that are most engaging.
• Make enough prints to send out to all your newspaper contacts.
• Write the headline and caption while the prints are being made, leaving space on the paper to put the photos when they are ready. Be sure to include a photo credit.
• Distribute the photo news release by overnight mail or deliver directly to the paper.

9. Ask children to write thank-you notes to reporters who attend.

It may seem like a small thing, but a personal, heartfelt thank-you note goes a long way toward building any relationship, including one with a reporter. Reporters want to feel good about what they do. A thank you will help achieve this goal while creating a positive, lasting impression of RIF.

10. Monitor the news media.

Now that you've informed the media, it's important to track if and how they are informing the public about your RIF program. Be sure to check the local newscasts and daily newspapers the day of and the day after your event. Monitor weekly newspapers for coverage over the next month. Forward copies of clips to RIF national so we can celebrate your success too!

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