BASIC PUBLIC RELATIONS GUIDE FOR SYMPOSIUMS

July 22, 2014

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Public Relations & Media Providing materials to your local media (newspapers, magazines, radio stations, TV stations, blogs) to publicize your event can be effective in spreading the word about your Symposium widely. How useful the media is will depend on your own community and what media outlets are available. Used well, they are a great way to have people hear about you.

Basic Media Relations • Do your research and find out what are the best local media outlets.

• Where possible, find out exactly who to send information to, their phone number and email address; the more you can personalize your media materials, the better your chances are of having it published or broadcast.

• Writers and broadcasters are always looking for interesting content to engage readers/viewers. Help them reach their goal.

• It is most effective to reach out proactively and cultivate ongoing relationships with media contact, rather than only reaching out when you want promotion of your event.

Promoting a Symposium 1. Create an event listing on the map at www.pachamama.org so that people

can easily register for your event.

2. Post to your Facebook page(s) to promote the event, and link to your event registration page.

3. Post to Pachamama Alliance Facebook page, and link to your event registration page.

4. Create a press release, calendar listing and/or public service announcement to send to local media to publicize your event.

5. Follow up with a phone call to each publication or news station asking if they received your release and if you can provide them with additional information about it.

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Here is a description of when to use each:

• Tools for your media plan (samples are in Useful Templates)

• Press releases: Send to newspapers and online news services to publish with the intent to generate interest—either to run as is, or to pique the interest of a reporter in doing a story. Send 5 weeks ahead to local newspapers, both print and online.

• Calendar listings: Send to be run in calendar of events listings of local newspapers, online services or e-newsletters. Be sure to include contact information and price. Send 4-6 weeks ahead; resend multiple times.

• Public service announcements (PSAs): Send to radio and TV stations to air at no charge. Provide 20- and 30-second versions, typed in all caps, double-spaced; one per page; send at least one month in advance.

• Fact sheets: Have available as background for the media if they cover your event or want more information.

Additional Media Tools In addition to contacting the media to publicize your event, make use of these additional tools to keep the conversation about the Symposium and its content fresh in people’s minds:

1. Letters to the editor: To express your viewpoint on something that the particular publication has published. A great way to weigh in on newsworthy issues and bring attention to the issues. Here’s a link to some guidelines: http://www.studentnewsdaily.com/letter-to-the-editor-guidelines/

2. Op-Ed piece: To express your viewpoint on more significant issues, in a longer piece than a letter to the editor. http://en.wikipedia.org/wiki/Op-ed

3. Editorial: To influence the local newspaper to write about a particular topic. These are written by the newspaper. If you have a topic idea or particular point of view, request a meeting with the Editorial Board. This could be anything like a local environmental issue, or a news story dealing with social justice issues in your community, or the larger community. You can also encourage your event attendees to submit editorials to local media after the event, highlighting the importance of these issues. http://en.wikipedia.org/wiki/Editorial

The Pachamama Alliance is a nonprofit organization based in San Francisco. Its mission is to empower indigenous people of the Amazon rainforest to preserve their lands and culture and, using insights gained from that work, to educate and inspire individuals everywhere to bring forth a thriving, just and sustainable world. Learn more at pachamama.org

Pachamama Alliance Presidio Bldg #1009, 2nd Floor P.O. Box 29191 San Francisco, CA 94129 +1 415 561 4522

4. Blog posts: To comment on related stories you see online, with links back to your event information. A good article on guest blogging: http://blog.kissmetrics.com/guide-to-guest-blogging/

Suggested Timeline for Media Relations

Six weeks before the event

• Write calendar listing

• Write public service announcements (20-, 30-second versions)

• Write press release

• Prepare media list; remember to include local organizations that publish newsletters or e-newsletters

Five weeks before

• Send calendar listing to local newspapers, both print and online

• Send PSAs to local radio/TV stations to announce the event

• Send press release to reporters at local papers, both print and online

Four weeks before

• Follow-up phone calls to encourage running PSAs, press releases

Three weeks before

• Resend calendar listing