 Some groups will want to promote their Carolina Speakers engagement to attract the largest possible audience.
There are a number of tools to help you do this.
Not every technique works in every area, but some of them may be appropriate for your region. Here are some basic principles that apply to all localities:
- Nothing substitutes for personal contact
- Use as many avenues of communication
as possible
- Your greatest asset is that you speak
for a local organization
The following are suggested techniques for attracting an audience.
Newspapers
Perhaps the best way to promote your program is through a press
release from you about the program arranged through Carolina Speakers.
The press release should be sent to your local papers in time to
alert your potential audience. You can increase the impact of the
story by calling the editors of your local papers and telling them
how important this story is and why their readers will enjoy hearing
the speaker. Ask editors to give the story a prominent place in
the paper. This is called "pitching the story." A local
request always improves chances that an article will be published
or given more prominent placement in the newspaper.
Radio Public Service Announcements
Many local radio stations like to help nonprofit organizations
by announcing their events. It is a good idea to provide a copy
of the press release to your local radio news directors with a note
asking them to announce it at a time when they know many people
will be listening. Commuting time at the beginning and end of the
day is almost always the best time to get listeners. However, it
may be different in your area. Call your local news directors, pitch
the story and ask them to play it when they think it will reach
the most people. A local request always improves chances that
a radio station will carry an announcement. Carolina Speakers
are usually happy to conduct telephone interviews about an upcoming
talk.
Television
Do you have community access TV or a local news program? Send the
station news directors a copy of the press release and ask them
to feature it. Pitch the story. While television favors
stories with accompanying video, a request by a local person may
motivate them to run the story without it.
| Need Help Pitching the Story? It's natural to feel
shy about asking an editor or news director to use a story
or to give it greater prominence, especially if you've never
done it before. However, most editors and news directors
expect to be asked and respond well to "pitching" from
a local person.
If you want some coaching in pitching the story, call
us, write us or email us. We'll try to answer your questions,
and help you pinpoint the important things to say. |
Reaching Special Audiences
You can communicate to new audiences and reach other audiences
a second or third time by using several avenues of communication.
Generally, the more times one hears a message, the more likely it
is to sink in. You can use this principle to promote your Carolina
Speakers engagement.
Newsletters
Many religious and civic organizations have newsletters. Send them
the press release and ask if they will publish the information or
announce it at their next regular meeting.
Bulletin Boards
Are there central meeting places with bulletin boards? Do you have
a way of converting the press announcement into a simple poster?
Post it wherever people congregate to read notices: churches, libraries,
schools, community centers, outdoor kiosks, or supermarket bulletin
boards.
Telephone Trees
Some groups have telephone trees to alert their membership. In some
areas use of the telephone tree may be a highly effective way to
get the word out about a Carolina Speakers engagement, offer carpooling,
and drum up enthusiasm.
Email Lists
Many organizations have developed email lists or listservs to communicate
with members. You might take advantage of this electronic form of
announcing your program.
Suggestions? What have we overlooked?
E-mail us with your suggestions for publicizing Carolina Speakers. Tell us what works and what doesn't. You may be able to help other groups attract audiences. |
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