Public Relations Toolkit
Information and resources to help Ontario Trillium Foundation grantees fulfill their grant recognition requirements and create successful public relations plans and programs
Investing in communities Contents
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i Congratulations! Part 3 Helpful Resources 3.1 Resource 1 - Part 1 OTF Grant Using OTF ’ s corporate visual identity Recognition Requirements 3.2 Resource 2 - 1.1 Acknowledging your OTF grant Public relations planning worksheet 1.3 Courtesies and matters of style 3.3 Resource 3 - 1.4 OTF Recognition Policy Special event checklist 3.5 Resource 4 - Part 2 Creating Successful Public Sample event agenda Relations Plans and Programs 3.6 Resource 5 - 2.1 Why public relations matters Sample media advisory 2.2 How OTF can help 3.7 Resource 6 - 2.3 Planning: Starting off on Sample news release the right foot 3.8 Resource 7 - 2.5 The ABCs of media relations Photography tips 2.8 Tools of the trade 3.10 Resource 8 - Sample photo release 2.12 Speaking out 2.14 Organizing media events Part 4 Tracking Your Results 2.17 OTF Grant recognition events A place to: with ease: Planning tips Record your grant recognition activities 2.23 Internal communications Keep samples of media and promotional materials File media clippings and photographs safely
45 Charles Street East, Fifth Floor Telephone: 416.963.4927 Toronto, ON M4Y 1S2 Toll-free: 1.800.263.2887 E-mail: [email protected] Fax: 416.963.8781 www.trilliumfoundation.org TTY: 416.963.7905
Published 2003 Congratulations on receiving a grant from the Ontario Trillium Foundation!
You are among the many successful arts and culture, environment, sports and recreation and human and social services organizations that benefit annually from the Government of Ontario’s charity casino initiative.
Active public relations can help to increase awareness of your organization by groups who are involved in, contribute to or benefit from your activities. Your Ontario Trillium Foundation (OTF) grant provides an excellent opportunity to communicate good news that will increase your profile in the community.
This Public Relations Toolkit was created to help OTF grantees in meeting the Foundation’s grant recognition requirements and to help in their efforts to promote their organizations. Positive news stories about your grant support OTF’s mission — to work with others to make strategic investments to build healthy, caring and economically strong communities in Ontario.
On behalf of the Ontario Trillium Foundation Board of Directors, I wish you every success with your endeavour. We look forward to seeing the good news about your grant that will come from your successful public relations initiatives.
Sincerely,
Robert G. Power Chair of the Board Ontario Trillium Foundation
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T i 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Part 1: OTF Grant Recognition Requirements
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1.1 Acknowledging your OTF grant
1.3 Courtesies and matters of style
1.4 OTF Recognition Pol i c y Acknowledging your OTF grant
Acknowledgement is important to funders Display your grant because it gives them the opportunity recognition plaque proudly to be recognized for their contribution Shortly after your Letter of Agreement to the good work you are doing. has been received by OTF, we will send you a grant recognition plaque. Display The Ontario Trillium Foundation (OTF) it in a high-traffic and public location in is fully funded by the Government of your offices or facilities. If you do not Ontario and requires all of its grantees have offices or facilities, OTF will advise to provide appropriate recognition to you of alternate and appropriate the Foundation and our funder, as recognition methods. described here. OTF Acknowledgement Special signage We recognize that grantees benefit in In addition to the grant recognition Tag l i n e : many ways from the support and funds plaque, OTF may also require grantees The Ontario Trillium they receive from OTF – including the to use special recognition materials opportunity to shine a light on their Foundation, an agency bearing the OTF logo – e.g. decals for achievements. Grantees must observe vehicles, watercraft or mobile equipment; of the Ministry of Culture, all of the requirements described in “festival” banners for public events; or receives annually OTF ’ s Grant Recognition Pol i c y , as well exterior markers for trails or buildings. as other requirements that may be $100 million of in c l u d e d as part of the Letter of government funding Agreement with the Foundation. Acknowledgement in print, generated through The list that follows, outlines OTF’s key film and audio-visual products expectations of grantees. Grantees are required to acknowledge Ontario’s charity OTF funding of their organization or casino initiative. OTF Grant programs by using the Foundation’s Recognition Requirements logo and/or our acknowledgement tagline in their print, film and audio- Respect the news blackout period visual products. This use is to be in a OTF requires grantees to observe a style, manner or format that reflects three-to-four-week news blackout the share of funding contributed by OTF . after they are notified of their grant. During this period, grantees must not make any public announcements about their grant. The specific time frame will be defined in your Letter of Agreement.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 1.1 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Acknowledging your OTF grant ...continued
Link your website to Special opportunities www.trilliumfoundation.org In some cases, the Foundation, in Organizations that have websites must consultation with a grantee, will create a link between their site and the identify opportunities for targeted OTF website. recognition or unique marketing strategies for some grants. In those Visit the OTF website’s Grantee cases, we will work closely with your Information section to download organization to develop a recognition jpg-images of our logo to use for this and media strategy tailored to your purpose. specific grant.
In most cases, OTF will Tell us – in advance – about plans Using the OTF Logo fund the cost of required for media or other events to SEE: RESOURCE 1: USING OTF’S CORPORATE VISUAL IDENTITY recognition materials publicly recognize your OTF grant This section includes information about OTF and such as plaques and Your OTF Program Manager will provide where to obtain jpgs and high resolution files for you with contact information for the print and video products. signage, unless otherwise Communications Officer responsible for described in the grantee’s your area. Advise OTF about any plans Letter of Agreement. to hold a media event, create a photo opportunity or distribute a news release to recognize your grant.
Invite us to participate in media events to announce your grant Contact your OTF Communications Of f i c e r to get advice about who should be invited to attend an event planned to celebrate and highlight your OTF grant. In addition to your local MPP, to represent the Government of Ontario, and a member of the Grant Review Team, to represent the Foundation, for some kinds of major events this could also include: • Our Chair, a member of our Board of Directors or our Chief Executive Officer; • The OTF Program Manager or Grants Associate or other staff who worked with you during the grant application process.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 1.2 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Courtesies and matters of style
Let us review your media materials Keep us with the Government We want to ensure all information used of Ontario family to acknowledge OTF or our funder is When recognizing OTF among accurate and up to date. By reviewing contributors that include other levels your materials, we can alert you to of government and/or other kinds of any errors or omissions and advise supporters, OTF should be listed among you about other ways OTF can help. any other Government of Ontario You can count on us to make your contributors. deadlines our deadlines. Tell us about media coverage Acknowledgement when the We try to capture all of the news Foundation is a co-funder generated by grantees across the Where OTF is among a number of province. As described in OTF’s contributors to a project, we rely Recognition Policy (Page 1.4), let us on grantees to ensure that the know about your recognition activities acknowledgement of OTF is consistent and send copies of your clippings to the with, and appropriately represents our Manager of Marketing and Media level of contribution to the overall Relations. Also tell us about any radio program, project or initiative. Your or television coverage you received – Communications Officer can offer including the station, air-date and time advice in this area. of broadcast.
Use our “proper” name: the Send your media coverage to: Ontario Trillium Foundation Ma n a g e r , Marketing and Media Relations Please use our full corporate name on The Ontario Trillium Foundation first mention when recognizing OTF 45 Charles Street East – Fifth Floor support in your media and promotional Toronto, Ontario M4Y 1S2 materials such as programs, invitations, Telephone: 416.963.4927 advertising, newsletters, annual or Toll-free: 1.800.263.2887 special reports, special publications, Fax: 416.963.8781 trade show exhibits, etc. Consistent TTY: 416.963.7905 with accepted news writing practices, you may put the acronym “OTF” in brackets after our full name and refer to us as OTF after that.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 1.3 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g OTF Recognition Policy
Grantees are required to actively seek Large or high-recognition grants activities and participate in those OTF staff and Grant Review Teams, in identified by the Foundation to publicly consultation with a grantee, should recognize the Foundation’s support. identify opportunities for highly- This may include public announcements, targeted recognition or unique marketing news releases, award presentations, strategies for organizations receiving acknowledgements on websites and high-impact grants with significant special events. All annual reports, recognition potential in either grants newsletters, news releases, exhibits, program. Grants identified as having interviews or other means of significant potential for recognition will communication dealing with the develop a recognition/media strategy activities or achievements of the work tailored to their grant in consultation In order to maintain the of the grant shall acknowledge the with the OTF Communications and highest standards of Foundation’s support. Public Affairs Department. public accountability and All grantees will receive a grant Multi-year grants to ensure transparency recognition certificate plaque that they The recognition policy applies for the life regarding the distribution are required to display in an appropriate of the grant. Grantees, in co n s u l t a t i o n of public funds, the high-traffic/visible location. with OTF staff, are expected to conduct Ontario Trillium on-going recognition efforts for the In addition, OTF staff and Grant Review duration of the grant. Foundation (OTF) Teams, in consultation with a grantee, establishes recognition may identify other opportunities for Monitoring requirements for grantees. recognition related to outdoor projects, Grantees are required to report on all including festivals, cultural events, recognition activities and media sporting events, access ramps, heritage coverage as part of their progress and buildings, parks and trails. Grantees will final reports. Grant payments may be be required to post outdoor signage in withheld until OTF staff are satisfied an appropriate high-traffic/visible with the grantee’s recognition efforts. location. Costs All grant recognition certificate plaques, In most cases, the costs of signs and other forms of recognition recognition signage will be funded will follow an approved wording and by the Foundation. graphic standard and will acknowledge both the Ontario Trillium Foundation and the Government of Ontario.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 1.4 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Part 2: Creating Successful Public Relations Plans and Programs
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2.1 Why public relations matters
2.2 How OTF can help
2.3 Planning: Starting off on the right foot
2.5 The ABCs of media relations
2.8 Tools of the trade
2.12 Speaking out
2.14 Organizing media events
2.17 Grant recognition events with ease: Planning tips
2.23 Internal communications Why public relations matters
Whether your group is big or small, old Individuals who have little or no or new, local or province-wide, there experience in public relations will are many benefits to be gained from find the Toolkit is a useful primer and using established public relations and reference that provides practical, step- communications techniques that can by-step directions for accomplishing help you to accomplish your plans and basic public relations objectives. Please achieve your goals. read through this Toolkit.
For individuals who have experience To assist you in promoting awareness in public relations, this section of the of your grant, this Toolkit focuses on Toolkit provides helpful information several important public relations about how OTF can assist you in meeting activities: Building and sustaining your grant recognition requirements. • Planning public relations activities relationships with important SEE PAGE 2.3 individuals, groups and • Media relations SEE PAGE 2.5 stakeholders can help • Special events to ensure the success of SEE PAGES 2.14 AND 2.17 projects, special initiatives • Internal communications and even entire SEE PAGE 2.23 organizations.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.1 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g How OTF can help
The Ontario Trillium Foundation (OTF) Special events development can provide grantees with assistance and management to make their public relations activities • Development of event agendas, more manageable and more effective. promotional materials (e.g. media Your local OTF Program Manager or advisories, news releases, fact sheets, Grants Associate can advise you about etc.) and “photo opportunities”; who to contact. • Provision of OTF logos, correct acknowledgement tagline for print and Media relations support broadcast materials and props such as • Strategic advice about how to OTF certificates or other OTF materials design an effective media event such as banners, balloons, etc.; that encourages media coverage • Liaison with MPPs, representatives of your grant; of the Government of Ontario; • Contact lists for media in your • Protocol advice (e.g. who speaks community/area; when, proper use of titles, etc.); • Editorial support in developing media • Preparation of grant background advisories, news releases and other information for your executives, materials; members, clients, dignitaries and • Editorial review of media or other participants in your event. promotional materials to ensure correct use of OTF recognition and acknowledgement tools (e.g. logos, OTF acknowledgement tagline, etc.); • Preparation of background information about your grant for media; • Assistance in working with Government of Ontario Ministers an d / or Members of the Provincial Pa r l i a m e n t (MPPs), or with OTF representatives such as members of the Board of Directors and local Grant Review Tea m s .
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.2 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Planning: Starting off on the right foot
It has been said that, “If you don’t Defining audiences know where you’re going, any road that make a difference will take you there.” The secret of all Identify the specific individuals and successful communications and public groups you want to reach. Ask yourself: relations programs and campaigns is a • Who needs to hear about our clear understanding of what you want organization? to achieve. • Who benefits from our activity, efforts, work in the community? The following pages and Resource 2, • Who can influence public opinion in the Public relations planning a favourable way? worksheet, describe important elements • Who can help us reach our goals? of effective public relations plans. Make a list of these stakeholders or Setting your audiences and rank them by order of communications objectives importance to your organization’s Basic objectives for communications success. Then consider the best ways plans often include: to reach these audiences: print media, • Increasing awareness of an television, radio, newsletters, meetings, organization, its purpose and special events, advertising, reports, contributions to the community trade shows, etc. By preparing these within its area of operation; lists, you will be able to determine the • Obtaining support from stakeholders best methods of communicating with such as members, volunteers, sponsors, these audiences or stakeholders. funders, employees, customers/ clients/users, national, provincial, municipal and community leaders; • Expanding operations and programs to benefit more members (volunteers, participants, clients, etc.).
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Creating powerful messages It is also helpful to talk about your When you know who you want to messages in ways that describe the communicate with and ho w you will impact or result of your efforts. The end re a c h them, you need to prepare result – happy children, healthy families, messages to help these audiences to accessible buildings, safe recreation understand and appreciate your facilities – is always more interesting than organization. The best messages are the processes used to achieve them. clear and simple, yet powerful and memorable. They are stated in language Another way to think about messages is your audience will understand, be affected to write them as headlines you would by and respond to. like to see in the local paper. Identify the three or four most important Consider these examples of familiar messages you want to share with the messages that are stated as slogans… audiences you have identified. • Blood. It’s in you to give. (Canadian Blood Services – national When preparing to take your story to agency) the media, choose a single spokesperson, • Without you, there would be no way. then support him/her by preparing (United Way of Greater Toronto) background materials that will help • Know whom to turn to. him/her to speak comfortably and (Canadian Diabetes Association) respond to questions that might be posed • Cancer can be beaten. by reporters or other important audiences. (Canadian Cancer Society) SEE: PAGE 2.12: SPEAKING OUT Memorable messages are simple, clear and powerful. They say something significant about a sponsor, product or service. Such messages could look like the examples below: • Accessibility initiatives: Everyone is welcome here • Programs for children and young people: Learning through play • Arts and cultural programs: Sharing ourselves by showcasing our talents • Facilities improvements: Our space is more comfortable and welcoming now
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.4 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g The ABCs of media relations
Building your organization’s profile with Not all good news is “news” the local media can result in coverage Your work and the announcement of that helps to create support for your your grant are good news but will they work in the community. It also provides actually make the news? Your challenge opportunities to increase interest or is to communicate to reporters in a way contributions to specific projects, that translates easily into a news story. strengthen participation of members or volunteers, create awareness of your Sometimes you have to “create” a story fundraising efforts and encourage as much as tell it by staging special positive change at the community level. events that can highlight your work in interesting ways and also create a focus Some characteristics of news: for your story. • Involves or affects people and organizations; When you tell compelling stories with • Tells an audience something they clear messages, the media usually will don’t already know or something new report them, however, other unexpected about a familiar person, place or thing; events in your community could draw • Has emotional impact; reporters to another news story. If that • Uses big numbers: e.g. affects many occurs, make your special guests feel people, or covers a large geographic welcome and appreciated. You’ll also be area, or has a strong economic impact; glad you invited staff, volunteers and • Involves high-profile individuals (e.g. other organizational partners to be part celebrities, political leaders, experts, of the event. local heroes); • Is unusual or unique (e.g. biggest or smallest, first or last, only); • Is timely, fits with seasonal interests, or coincides with a special day or month.
You can make your organization and its story appealing to the media by highlighting information that includes any of these characteristics.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.5 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g The ABCs of media relations ...continued
Tips on marketing your story to media Get personal Have a good story While many organizations benefit Compelling stories share certain elements annually from OTF support, your grant such as a theme, a hero and a be g i n n i n g , and your organization are unique — middle and an end. Journalists recognize as is the impact of your work on the a good story; so learn how to tell yours community. Media are always attracted quickly and clearly. by opportunities to write human- interest stories. Offering reporters the Create an event opportunity to hear personal, first-person Unusual events designed solely to accounts by people who have benefited show up on the evening news attract from your organization is an excellent Trillium Tip: media interest when they’re clever and way to get a reporter’s attention. The Foundation provides a fun – but they should also be designed variety of recognition to clearly communicate your message There are a variety of ways to include a to onlookers, participants and the personal element: products that can be media alike. • Involve clients, participants, presented to grantees by volunteers or others who are willing the local MPP and a to be interviewed about their experience, as part of a media- representative from OTF’s focused special event; local Grant Review Team to • Prepare case studies that illustrate how create a photo opportunity. your organization has helped others to achieve their personal ambitions or overcome a problem or issue; • Recreate or simulate your group’s work with clients for the camera. For example, invite media to observe your staff, volunteers or participants in action: – delivering a program; – installing new boards at the rink; – rehearsing for a festival performance; – planting trees in a conservation area.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.6 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g The ABCs of media relations ...continued
Names in the news • Don’t take it personally Media are always interested in covering Sometimes a contact won’t have the events involving dignitaries and time to return your call, attend your celebrities. Your organization’s leaders, event or cover your story. Remember provincial government Ministers, that even in small communities, Ontario MPPs and other elected officials, there is lots of competition for a visiting athletes, authors and artists – reporter’s time and for space in the even your longest-serving volunteer or news line-up. community leader – are all potential • Follow-up draws for media interest. If your story is not covered, talk to reporters afterwards to see if they: Trillium Tip: Work cooperatively with dignitaries, – Will consider publishing an article OTF can assist your or their staff, to ensure they have provided by your organization; organization by liaising the information they need to support – Would be interested in doing a your group and participate in your story at a later date; with your MPP’s local special event. – Would be interested in receiving a constituency office to photo and description of your event. arrange their involvement Know your media audience Keep reporters informed about your in a special presentation Prepare a customized list of reporters or editors who are interested in your organization’s activities and or other event associated organization or area of focus. Don’t achievements on a regular basis so with your grant. We can forget to include reporters from regional, they can follow your progress. also provide a list of provincial, national or special-interest media who are interested in either your media in your community. geographic area, your subject or both. • Make personal contact with journalists, editors and producers Don’t just fax your news release or media advisory into newsrooms. Identify the individual who reports on your area of interest. Call the media outlet to determine who that individual is, so you can address media advisories and news releases directly to them.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 2.7 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Tools of the trade
There are many tools for communicating Caution: Don’t give your story with reporters, editors and television or away before your event radio producers. Some of the most Media advisories for funding common ones are described here. announcements may bring inquiries from media hoping to get the story Media advisory or an interview without attending A media advisory is meant to interest your event. Your contact person must reporters in learning more about your be careful not to give the story away story and to get them to attend an event in advance to ensure your hard work where news will be announced. A media and the commitment of your event advisory tells reporters WH Y they should participants are not wasted. Your Trillium Tip: attend the event, WH O the key speakers spokesperson can indicate that a Ontario Trillium are, and WHAT they will learn. It also “major funding announcement” will Foundation (OTF) provides information on when and take place without stating the amount where the event will be held. of the grant or what it will support. Communications Officers can assist you in preparing Consider the following tips when SEE: RESOURCE 5: SAMPLE MEDIA ADVISORY effective advisories or will preparing your media advisory: • A media advisory is never more than review your advisories to one page; ensure correct use of OTF ’ s • Use your letterhead and your logo to acknowledgement tagline. clearly identify your organization; • At the top of the page, write: “Media Advisory” with the date and indicate if a French version is available (Ce document est aussi disponible en français); • Write a headline that tells what will happen at the event. e.g. Minister to announce funding for local children’s charity; Local sports organization opens new facilities; • Basic information about the event should appear under the titles “What,” “Where” and “When”, ”Why” and ‘Who” as appropriate. • Describe any photo or interview opportunities; • At the bottom of the page, under the heading “Contact,” write the contact name for your organization and that person’s title, telephone number, E-mail address and if appropriate include your organization’s website.
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News release • Indicate if a French version is One of the best ways to tell your story available (Ce document est aussi is to write it down. The news release is disponible en français). Where the most common method of possible French language media communicating in print with the media. should receive information in French; Make sure the release is written clearly • Add a catchy title/headline; and has been proofread. Send it by fax • Start the first paragraph with the name or E-mail directly to your media contacts. of your town or city and the date; • Summarize the story — state the news Because media outlets can receive — in the first paragraph which should hundreds of news releases a day – by be no more than six lines (about 40 Trillium Tip: mail, fax and E-mail — it’s important to words). This is called the “lead”; OTF’s Communications take the time to create a focused but • In the next paragraphs, expand on the brief communication that interests the story by explaining the Five Ws: Who, Officers can advise you media and encourages them to follow- What, When, Where, Why and, if about how to prepare a up on your story. Once you get their appropriate, How; news release and will be attention they will be happy to receive • Tell the story about your grant by using pleased to review news all the detail you can provide, but you quotes from senior members of your need to get and keep their interest. organization. You may also wish to releases to ensure the OTF obtain a quote your local MPP or a acknowledgement tagline If you are planning a news conference member of the Foundation’s Grant is used correctly. or other media-focused event, do not Review Team; send a news release beforehand. Instead, • Include a brief description of your send a media advisory that describes the organization in your news release; “news” reporters will get at the event. • For news releases involving OTF , please Hand out your news release and any also include the acknowledgement other background materials to journalists ta g l i n e ; at the event and send your media kit to • Centre “-30-” at the end to indicate any contacts that could not attend. the news release is complete. This is a standard industry practice in Canada; Consider these tips when preparing • At the very bottom of the page, include your news release: a contact name for your organization • Try to keep your news release to one along with that person’s telephone page; number and E-mail address. Make sure • Put detailed information and visuals that person will be available to respond (e.g. drawings, biographies, to inquiries and is prepared properly photographs, schedules) in your for this role. media kit; • Use a readable size and style of font, A good news release can often result in with a space-and-a-half between lines; as much news coverage of your grant • Use plain language. Avoid jargon or as holding a special event. technical terms; SEE: RESOURCE 6: SAMPLE NEWS RELEASE • Use your letterhead and your logo to Visit Canada Newswire’s website at clearly identify your organization; www.newswire.ca to see other samples of • At the top of the page include the media advisors and news releases. following headings: “News release” and “For immediate release”;
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News article Media kit Community newspapers often do not Hand out your media kit to reporters at have the staff resources to cover the event and send it later — by mail, everything they would like to. Sometimes courier or E-mail — to contacts who they are happy to cover your event and could not attend. A clogged-up fax your work by using the materials you machine is a hassle in a newsroom so provide. Offer to write an article or don’t fax the contents of a media kit c o l u m n about your project or your unless you are asked to do so. organization. This gives you a chance to tell your story in your own words. A media kit contains background It is also an opportunity to publicly material to help reporters write their Trillium Tip: thank your supporters, including the story, such as: We can provide an OTF Foundation and its funder, the • Your news release; Government of Ontario. • Summary of your project (can be Fact Sheet for your media adapted from your OTF grant kit. Or you can download application); a copy from our website at • Background on your organization (corporate profile); ww w. t r i l l i u m f o u n d a t i o n . o r g • Fact sheet about your organization’s work, achievements and beneficiaries; • Photographs (optional) with descriptions that identify the individuals in the photograph and what is happening in the photo.
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Choosing your media Local and regional cable providers Once you’ve developed your key frequently allocate programming time to messages and determined your important cover topics of interest to their viewers. audiences, it will be much easier to select Contact the office in your area to media and communications tools that identify any opportunities in your region. are most likely to reach them. You only need to look around to see that there Magazines are published about almost are many different types, styles and forms every interest or activity. Your news may of media available in every community. appeal to a special-interest publications about the arts, environment, sports or Here are some examples to consider: human services; or to organizational City-wide newspapers in large cities magazines such as the Lions Club or cover a broad range of topics from Kiwanis Magazines. Note that magazines international headline stories to local have a much longer lead time than daily news. Your challenge is to find the or weekly media. Magazine editors are reporter who is interested in your typically working two to three months geographic area or your subject. ahead of the current date. So, if your Contact the assignment editor of the story has a spring theme, you need to news section or, if appropriate, the connect with editors before the start of editors of other sections to identify the new year. Many magazines have appropriate reporters. websites that include their editorial schedule, check it out before you Neighbourhood newspapers in urban propose a story. centres and community newspapers in smaller centres focus on events, people The Internet offers new communications and happenings of interest to a opportunities. You can post a message particular neighbourhood or or a news release on your website or community. These publications are send them to an E-mail list. You can also often popular information resources link your site to other organizations, that are widely read throughout the including the Ontario Trillium Foundation. community. The editor is typically the Im p o r t a n t : Always hide your distribution best contact for your news. list when E-mailing media. Use the “Blind CC” function or select “Don’t show Local radio and TV stations are often addresses” when sending to groups. very interested in community-based news and most have a large local audience. Newsletters – You may already publish a Send news releases to the assignment ne w s l e t t e r , or this may be an opportunity editors in radio and television newsrooms. for you to start one. A newsletter can If you’re interested in public affairs be an effective way to get your own programming such as morning shows, news out to your stakeholders, to radio “drive-home” shows, or other community leaders and media contacts. special interest programming, contact You may also want to seek out the the producer with your news. newsletters of other community organizations to publish your news.
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The best way to ensure messages are Help your spokesperson work effectively communicated clearly, consistently and with the media and other stakeholders by: accurately is to select one individual to • Providing background information speak for the organization. When that is about your organization’s mission, not possible, it is important that ev e r y o n e scope, history, role in the community, who speaks for the organization knows notable achievements and results — and understands your communications including any statistics that support plan and the key messages. your key messages; • Preparing specific background Others in your organization who may information focused on the receive media inquiries should be advised achievement, project, program, issue about who is speaking on behalf of or event you want to communicate Caution: “Questions and your organization so reporters can be through the media; Answers” used to help referred to that individual. • Developing “questions and answers” that help your spokesperson prepare prepare spokespersons for If you have an office, don’t forget to tell for media questions during an media interviews should be the receptionist who your spokesperson in t e r v i e w . Include questions about any marked “CONFIDENTIAL” is and how that individual can be sensitivity related to your organization reached. or the project you are promoting. to prevent inappropriate distribution to individuals Choose your spokesperson carefully Examples of typical questions: outside of the organization. The person should be comfortable being • Why is your organization committed interviewed by journalists (on camera, to this (cause, activity, individual)? over the phone or even “on the run”), • Who else is involved? bu t more importantly he/she should be • What is your organization’s well-versed in the specific topic area role/contribution? you are publicizing, as well as about • What is your objective? your organization. He/she needs to • How much money is involved? know and understand your messages • What results do you want to achieve? thoroughly and should be able to speak • Why should people use your services with authority. rather than (an alternate service)?
It is not uncommon for organizations to rely on their presidents or other leaders to be their primary spokesperson and to refer specific interview questions to “experts” within their organization who know and understand the details of particular programs, projects, issues or initiatives.
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Tips for a successful interview • Never make “off the record” comments. Prepare and practice a brief (10 second) Assume anything you say will be summary that states and supports with re p o r t e d ; evidence your most important message • Watch out for questions that are or messages. preceded by statements with incorrect information. Correct the Examples: error first, then answer the question; “The 20% increase in children between • Be alert if a reporter summarizes your the ages of 10 and 15 in our community comments by saying: “So what you’re means the demand for our services will saying is …”. If you agree, you are grow at least as much. We’re very giving permission to use that statement committed to doing our share to meet as a direct quote. Don’t hesitate to that demand.” correct a reporter’s misunderstanding “These new facilities will help a fast- by saying: “No. What I’m saying is growing population of seniors and (restate your point)”. others who require special assistance to participate in recreation programs.” Tips for TV interviews Appearances are important. Consider the “Our recycling program is working! following tips when preparing for an Together our community has diverted on-camera interview: nearly 100,000 tonnes of garbage from • Plan to arrive at the interview our local landfill – extending its location a little early so you have expected life by more than two years!” time to get settled and relax; • When possible, choose or arrange for • Look at the camera – your audience a quiet location for an interview; is there, even though you may be • Turn off cell phones and pagers. Give advised otherwise by the reporter or the reporter your complete attention videographer; • Listen carefully to questions; • Take your time; • Be prepared. Know your key messages • Answer in short, “sound bites” – short and your facts, as well as how you bits of information for TV (less than will respond to any questions that 10 seconds); touch on any sensitive issues; • Show enthusiasm, but speak in a • Be ready with examples to illustrate normal tone of voice; your points; • Wear simple, solid-coloured clothing, • Know how your organization affects but avoid pure white; the lives of real people; • Don’t fidget – avoid unnecessary • Give short, clear answers – use your motion of your head, hands, arms; messages when it‘s appropriate; • Smile, if it’s appropriate; • Don’t be afraid of the silence between • Avoid “off the record” or “off the questions. Just wait for the next cuff” comments after an interview, qu e s t i o n ; camera’s and microphones may still • If you can’t answer a question – say be recording. so and offer to get back to a reporter later with the information;
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A media event is a proven way to attract Examples of events that could be used media attention to your organization to attract media interest include: and can help you to: • Sod-turning or ribbon-cutting • Communicate important messages ceremonies; about your organization and its plans; • Demonstrations of machinery • Recognize your partners for their or technology; support; • Celebratory rallies; • Acknowledge the contributions of • Special presentations of awards, those who have donated funds, OTF plaques or congratulatory labour, services, goods or other certificates; support to help you. • Tour of a project that received Trillium Tip: funding; When planning an event You may want to create a special event • Action-oriented photos, e.g. dropping a just for media or you may prefer to puck, burning a mortgage, driving a be conscious of media include a “media focus” as part of tractor, donning a hat or t-shirt; deadlines and put the another event that you are planning to • Demonstrations of volunteers at work media focus at the hold. Whichever you choose, it’s — on the phone, working beginning. important to be creative in staging with clients or being trained. media events to make them interesting to reporters and also to reflect your Be conscious of media deadlines, organization, members, programs and e.g. radio may have hourly news special initiatives in a visual and/or an deadlines, television typically has unusual way. evening and late-night news deadlines, daily newspapers have a daily deadline The attraction of media events for and weeklies have a weekly deadline. journalists, especially television reporters, Consideration for deadlines is one of the is that they offer “one-stop shopping” reasons it often makes sense to put the that enable reporters to get everything media focus at the beginning of an they need for their story, including event – when rooms, people, flowers background information, visuals and and other decorations are also looking live interviews. their best! It also makes it more co n v e n i e n t for reporters to attend, since Examples of events that can also they can get back to their newsrooms incorporate a media focus include: and file their stories in a timely manner. • Opening ceremonies; • Annual fundraising events; SEE: RESOURCE 3: SPECIAL EVENT CHECKLIST • Gala dinners; • Awards ceremonies; • Annual general meetings; • Open houses; • Sports events; • Program launches.
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Time events conveniently for Pictures speak invited guests and media Another benefit of a visually interesting Select a date and time that does not location, participants or activities is conflict with another event or that you can send your own picture community program. (as soon as possible afterwards) to media that didn’t attend your event. Choose a convenient location that Include a short caption and your news also helps tell the story release. Don’t forget to include the If your project is all about traffic safety names of all of the individuals who near schools, consider holding your event appear in the photo and obtain their at a school. If you’re teaching adults how permission to use their image. Trillium Tip: to read, a library might be an ideal spot Remember to give your for your event. Always get permission Take photographs at special events for use in newsletters, annual reports or special guests, such as your to use a location before you send out your invitations and your media advisory. for volunteer recognition. Some media MPP, as much notice as will sell reprints of their images for a possible to ensure they can Think in pictures small fee if you don’t have your own Television in particular needs interesting photographer. Others will send you an participate. Three to four electronic copy free of charge. weeks’ notice is probably visuals to tell the story, and print media prefer to have great photographs to ideal; less time may reduce accompany their articles. Newspapers Send photos of special guests taken your chances of involving and magazines may run a photo with a during an event with a thank you card to recognize their contribution. these busy people. description (called a cutline) even if they don’t have space for a full article. SEE: RESOURCE 7: PHOTOGRAPHY TIPS Please send copies of your Don’t forget to use signs or banners to identify your group and its supporters. RESOURCE 8: SAMPLE PHOTO RELEASE media event photos to OTF . The Foundation frequently uses photos of grantees in newsletters and in website articles to illustrate the scope of grants across the province and across a wide range of interests and sectors. If you are sending digital images by E-mail, please provide OTF with a high- resolution file. Ask your Communications Officer about the best format to send.
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How long Guests for success As reporters are always on a deadline Take time to ensure a good turnout of and because audiences lose interest if participants, members, executives or events go on too long, media events other appropriate people at your event. (or the media portion of another event It is important to recognize the people like an open house or dinner), should who have helped to make your work last no longer than 25 minutes. possible, as well as some of the direct beneficiaries of your work. Your Who speaks announcement is also the perfect Designate a spokesperson to represent opportunity to catch the interest of your organization and act as the leaders in your community. Invite MPPs Trillium Tip: Ma s t e r of Ceremonies (MC). Give him/her and other community leaders who Prepare a detailed script for ap p r o x i m a t e l y five minutes to start the typically welcome the opportunity to event by welcoming special guests and show their support and can often attract your Master of Ceremonies participants, and to talk about the more media attention to the event. to ensure all of the points organization, the grant (if applicable) and you want to cover, and all the goal of the initiative. The MC can Keynote speakers of the individuals and also introduce and thank funders, In addition to your MPP and other volunteers and others who have community leaders, consider inviting organizations you want to contributed. Prepare a detailed script for individuals from the groups noted thank are included. your MC to ensure all of the points you below to speak for one or two minutes: An OTF Communications want to cover, and all of the individuals • Key volunteers and staff from your and organizations you want to thank organization who have helped the Officer can help you with are included. initiative succeed; protocol such as the • People who benefit from your grant – speaking order of special clients, program participants, users. guests and the proper way to address them.
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Event Timetable One Month Before Regardless of the scope of your Complete a special event planning Ontario Trillium Foundation (OTF) checklist: grant recognition event – from very ❑ What is the goal of the event? simple to quite complex – it is always ❑ Who do you want to know about easier to organize and manage if you this good news? (e.g. key audiences) work with a detailed timeline. Analyze ❑ the steps needed for a successful event How many people will participate? and use this planning guide to plot out Who should they be? (e.g. speakers, your timeline. master of ceremonies, performers, etc.) ❑ What role will each speaker play – Trillium Tip: The planning example shown here uses what should they talk about? Remember to give your a one-month time frame for a complex ❑ How many other people will attend? event. You should give yourself a special guests, such as your (e.g. observers, audience members, planning horizon that is reasonable for reporters, etc.) MPP, as much notice as the type of event you are planning and ❑ possible to ensure they can the resources available to assist you in How will your audience be advised of the event? (e.g. invitation, flyers, participate. Three to four your work. In some cases, a major event could take as long as six E-mail, media advisory) weeks’ notice is probably months to a year to plan and implement. ❑ What kinds of resources will you ideal; less time may reduce need? (e.g. audio-visual, your chances of involving SEE: RESOURCE 3: SPECIAL EVENT CHECKLIST microphones, etc.) these busy people. ❑ Will you serve food or refreshments? ❑ Arrange for facilities. (based on estimated numbers and setup needs) ❑ Consider the accessibility of your site, the need for special transportation or parking arrangements for guests and participants with special needs. ❑ Prepare mailing lists. (e.g. guests, participants, media) ❑ Write promotional materials. (e.g. invitations, posters, flyers, brochures, media advisories, etc.)
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Confirm date, time and location Prepare media advisory of event with participants and news release Invite special guests: Minister or local Provide drafts of your advisory to MP P , community leaders, celebrities, etc. participants to get their input and Call to discuss the availability of these approval. Remember to include OTF’s special participants and to determine if acknowledgement tagline in your media th e y are willing to be part of your event. advisory and news release. Your OTF You may have to adjust the date or time Communications Officer can review to suit their schedules. This is also a good your materials to ensure they meet time to find out about any protocols to OTF’s recognition requirements. follow, how to address them, etc. It’s helpful to give special Prepare agenda and speakers list guests who are speaking a Invite OTF: Call your OTF and distribute to participants specific role to play so they Communications Officer to obtain Your agenda should describe all of advice about who to invite from the can prepare their remarks the events in your program, including Foundation and to discuss any special the names, titles and the order and ahead of time. Invite them protocol requirements. estimated speaking time for each to provide summaries or speaker and other participants such outlines of their remarks in Involve your organization: Designate as the Master of Ceremonies. someone to act as the host or Master advance. This helps ensure of Ceremonies (MC) for your event. If Create an audience to support that all of the participants your organization’s leader is speaking, your speakers know the general content you may wish to have another person Think about who your audience will be of each other’s remarks act as the host/MC. Have volunteers — you don’t want your participants to from your organization act as greeters speak to an empty room. An audience and avoids repetition. or hosts for special guests during the creates a celebratory mood and helps event. Appoint an individual from your your speakers deliver the good news group to serve as media liason at the with greater energy and enthusiasm. event. Identify someone who can take Audiences could include staff, volunteers candid photographs and document or clients and their families. these special moments.
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About Two Weeks Before A Week Before ❑ Finalize program, activities, agenda. Distribute your media advisory by fax ❑ Invite an audience to be part of your or E-mail and follow-up by telephone to event. (e.g. volunteers, members, see who is planning to attend. Ask your staff, clients or family members of contacts if anyone else at that media these groups) outlet should also be on your list. It is important to give sufficient notice and ❑ Confirm arrangements with speakers then to follow-up with a reminder the and other guests (e.g. date, time, day before your event. location, parking, accessibility information) and include directions, Forward copies of your advisory to all Trillium Tip: event tickets, parking pass and other participants for their information when Inviting media and special materials. you distribute it to media. ❑ guests to your event can Request that speakers arrive about 15 minutes early so they can be Send a detailed agenda of your event provide an opportunity for escorted to where they are needed – to all speakers – with the names and you to showcase the work with time to relax and meet other titles of the host/MC, speakers and non- of your organization. participants. speaking special guests. Be sure to ❑ include the specific location (room When organizing your Invite speakers to provide summaries or outlines of their remarks in nu m b e r , floor, etc. in big buildings) and event, consider inviting advance so all of the participants any other information that will make media and guests to tour know what will be said. your guests’ participation easier. your program, project ❑ Prepare day-of-event materials — If appropriate also provide: or service. write and produce event materials. • Maps to the site – include (e.g. agenda, name tags, news accessibility details; release, fact sheets, etc.) • The location of parking; ❑ Prepare your detailed media • The name and phone number (cell) of distribution list. an on-site contact who can be called ❑ Arrange refreshments, audio-visual in case of emergency (like the need to equipment, flowers, plants, giveaway cancel unexpectedly); items, banners, podiums, parking, etc. • Name of person who will meet them ❑ and directions to a specific, easy-to- Arrange for individuals from your find location where they group to host special guests. will be met; ❑ Appoint an individual from your group • Parking passes, tickets, name badges. to act as media liason at the event. SEE: RESOURCE 4: SAMPLE EVENT AGENDA
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Assign roles and responsibilities Telephone follow-up gives you the Post copies of the media advisory and opportunity to “pitch” your story and agenda where staff, volunteers and/or generate further interest in your event, members will see it, or distribute them perhaps by providing additional details by E-mail to increase awareness of the that were not included in the advisory, upcoming event and its importance to such as any changes to the program, your organization, clients and your additional speakers, or experts or community. dignitaries who are planning to attend.
Prepare speaking notes for your Resend your advisory if it has been organization’s speakers, as well as misplaced or misdirected by a reporter Caution: Remember not notes to help your Master of Ceremonies or the media outlet. to give the story away in handle introductions of speakers and other special guests. Your organization: Give the receptionist advance of your event! or other people who answer your The Day Before telephones copies of the agenda an d ❑ Call your media contacts. other pertinent information (location of ❑ Provide event information to your event, map, contact person’s name an d phone numbers) so they can answer receptionist. last-minute questions about the event ❑ Call your special guests. if participants or media call. ❑ Confirm staff roles. ❑ Print and assemble media kit. Special guests, celebrities, dignitaries, local heroes and OTF: Call your special guests to confirm their attendance. If Media: Call your contacts to make sure they have staff assisting them, review they have seen the advisory and to the event with the staff person and encourage their attendance. You may answer any questions. get a sense at this point if they are planning to attend. Don’t skip this Special guest host and media liaison: follow-up call, as it significantly Confirm that the staff you have increases the likelihood of media appointed as hosts to special guests coverage. and media liason are prepared for the event.
Media materials: Print copies of all media materials for your media kit.
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The Day of the Event A note about photo releases ❑ Set up registration table, media • Typically, you do not require a photo table and/or welcoming area. release to take or distribute ❑ Make a guest book available for photographs of adults who attend a guests to sign. media or public event. A photo release is also not necessary to use “news- ❑ Alert security or individuals in style” photographs taken at public reception areas to the arrival of events. journalists, ensure they know where • A photo release should be used when to direct them. If appropriate, images of individuals — other than provide a list of expected guests, th e examples noted earlier — may be including media. us e d for promotional or marketing ❑ Make sure room is organized pr o d u c t s such as brochures, posters, according to your plans. annual reports, etc. It is always ❑ Check that directional and prudent to ask parents to sign a organizational signage is up. photo release, in advance, for ❑ approval to take and use photographs Check that equipment works. of minor children. ❑ Make sure all speakers and special guests are present and know the Volunteers and host: Make sure you agenda. personally thank all who helped with ❑ Monitor the program, make sure the logistics of the event — you will be timelines are met. busy, it will be easy to forget.
Media: Provide support to assist media in getting the story: • Set up a media table for sign-in and pick-up of media materials; • Hand out media materials to media contacts at the event. Assist in arranging interviews as required.
Photos: In addition to formal shots taken before or after the official program and photos taken during the event, have your photographer also take informal photos after the event is done – when people are relaxed and at ease.
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After the Event Media: Hand-deliver or courier your ❑ Distribute media kits as soon as news release as soon as possible to possible after your event to reporters contacts that could not attend. Call who were not able to attend. media contacts to ensure they have ❑ Pack up and return all materials the information they need for their story and offer to set up interviews (banners, equipment, leftover print for reporters who couldn’t attend. materials, etc.). ❑ Send thank you notes to those who Send a photo of the event (ask in provided special services and, if advance whether they prefer to appropriate, to other participants or receive pictures, negatives, slides or Trillium Tip: guests. digital images). Include a caption that Remember to send copies ❑ Acknowledge the contributions of explains who is in the photo (use correct titles and spell names right), what they of your media clips and volunteers. ❑ Debrief appropriate members of your are doing and why. Watch the media photos (include the names for coverage of your event. organization about the event. of people in the pictures ❑ Prepare any post-event publicity and their role) to your OTF Special guests, celebrities, dignitaries, (e.g. photos with the names of local heroes: Send thank you notes and, Program Manager and/or participants and descriptions about if possible, photos with descriptions, as Communications Officer. what they are doing). a memento of their participation. ❑ Track and document media coverage – send copies to OTF. Your organization: Post pictures and information about the event on your we b s i t e . Thank your team – participants, volunteers, members and staff – for their assistance.
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Effective two-way communication ❑ Distribute or post media advisories, improves the performance of an event agendas and news releases organization, reducing the opportunity where staff, volunteers and members for confusion and misinterpretation of will see them after they have been key policies and decisions. Your members, provided to media (e.g. bulletin volunteers and other supporters and boards, website, E-mail, newsletters). stakeholders need to be “in the loop” ❑ Post or distribute news articles from to contribute to your public relations print media about your organization. activities. If they don’t know, they ❑ can’t help. Involve volunteers in your media relations planning, activities and While there are many tools for events. communicating with your internal ❑ When providing individuals with stakeholders, the following may be easy confidential information — such as to introduce into your own organization. the news that you have been ❑ Identify an individual and a back-up awarded an OTF grant that cannot person to be contacts for media be made public during a blackout relations. period — make them aware that they cannot share the information ❑ Let everybody know who they are until a certain date or event passes. and how they can be reached so ❑ that media inquiries can be routed Make time to celebrate your to them quickly. organization’s achievements and the contributions of members, volunteers, ❑ Discuss your media relations plans funders, staff and other stakeholders. and activities — and your results — in your newsletter, on your website or during meetings.
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Page
3.1 Resource 1 – Using OTF ’ s corporate visual identity
3.2 Resource 2 – Public relations planning worksheet
3.3 Resource 3 – Special event checklist
3.5 Resource 4 – Sample event agenda
3.6 Resource 5 – Sample media advisory
3.7 Resource 6 – Sample news release
3.8 Resource 7 – Photography tips
3.10 Resource 8 – Sample photo release Resource 1 – Using OTF’s corporate visual identity
The OTF logo is available in a Low-resolution logos for digital use variety of formats by going to our only are available by e-mail request website. Select the format of the from [email protected] or logo that best suits your project. It is from your Ontario Trillium recommended that, whenever Foundation Communications Officer. possible, you direct your designer or printing company to In your e-mail, please let us know www.trilliumfoundation.org. how you will be using the logo (probably on your website, but pos- Other than proportional resizing, the sibly in other applications like e-mail logo may not be modified in any newsletters) and whether you way. require colour or black on white.
PANTONE 209 PANTONE 575
BILINGUAL STACKED (our preference)
BILINGUAL BANNER
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TOOLKIT 3.1 1.800.263.2887 www.trilliumfoundation.org Resource 2 – Public relations planning worksheet
Setting objectives Defining audiences Reaching audiences Creating messages Describe what you want What individuals and What is the best way, or What messages do you to accomplish in brief groups do you want to best media, to reach them? want these audiences action-oriented re a c h ? to understand and statements. re m e m b e r ?
What media will this Checklist of tools: Media event Media kit contents: announcement/event appeal to? ❑ Agenda/program (as appropriate) ❑ Daily print media ❑ News release ❑ Logistics and hosting (editors, reporters, columnists) ❑ Fact Sheets ❑ Media advisory ❑ Radio ❑ Biographies of special guests, ❑ News release ❑ Television celebrities ❑ Speaking notes for participants ❑ Websites ❑ Illustrations ❑ Questions and Answers (drawings, photographs) ❑ Community weekly newspapers (for internal use only) ❑ Trade or association magazines or newsletters ❑ Special interest newsletters
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.2 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 3 – Special event checklist
One Month Before About Two Weeks Before ❑ What is the goal of the event? ❑ Finalize program, activities, agenda. ❑ Who do you want to know about ❑ Invite an audience to be part of your this good news? (e.g. key audiences) event. (e.g. volunteers, members, ❑ How many people will participate? staff, clients or family members of Who should they be? (e.g. speakers, these groups) master of ceremonies, performers, etc.) ❑ Confirm arrangements with speakers ❑ What role will each speaker play – and other guests (e.g. date, time, what should they talk about? location, parking, accessibility information) and include directions, ❑ How many other people will attend? event tickets, parking pass and other (e.g. observers, audience members, materials. reporters, etc.) ❑ Request that speakers arrive about ❑ How will your audience be advised 15 minutes early so they can be of the event? (e.g. invitation, flyers, escorted to where they are needed – E-mail, media advisory) with time to relax and meet other ❑ What kinds of resources will you need? participants. (e.g. audio-visual, microphones, etc.) ❑ Invite speakers to provide summaries ❑ Will you serve food or refreshments? or outlines of their remarks in ❑ Arrange for facilities. (based on advance so all participants know estimated numbers and setup needs) what will be said. ❑ Prepare day-of-event materials — ❑ Consider the accessibility of your site, write and produce event materials. the need for special transportation or (e.g. agenda, name tags, news parking arrangements for guests and participants with special needs. release, fact sheets, etc.) ❑ ❑ Prepare mailing list. Prepare your detailed media (e.g. guests, participants, media) distribution list. ❑ ❑ Write promotional materials. Arrange refreshments, audio-visual (e.g. invitations, posters, flyers, equipment, flowers, plants, giveaway items, banners, podiums, parking, etc. brochures, media advisories, etc.) ❑ Arrange for individuals from your ❑ Other: group to host special guests. ❑ Appoint an individual from your group to act as media liaison at the ev e n t . ❑ Other:
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.3 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 3 – Special event checklist
...continued The Day before the Event The Day of the Event After the Event ❑ Call your media contacts to make ❑ Set up registration table, media ❑ Distribute media kits as soon as sure they have seen the advisory table and/or welcoming area. possible to reporters who were and encourage their attendance. unable to attend. Offer to resend the media advisory ❑ Make a guest book available for by fax and confirm their fax guests to sign. ❑ Pack up and return all materials number. ❑ Alert security or individuals in (banners, equipment, leftover print ❑ Provide your receptionist and other reception areas to the arrival of materials, etc.). people who answer your telephones journalists, ensure they know where ❑ Send thank you notes to those who with copies of agenda and other to direct them. If appropriate, provided special services and, if pertinent information, so that they provide a list of expected guests, appropriate, to other participants can respond to any last minute including media. or guests. questions. ❑ Make sure room is organized ❑ Acknowledge the contribution of ❑ Call your special guests, dignitaries, according to your plans. volunteers. local heroes and OTF to confirm ❑ their attendance. If they have staff Check that directional and ❑ Debrief appropriate members of assisting them, review the event organizational signage is up. your organization about the event. itinerary and answer any questions. ❑ Check that equipment works. ❑ Prepare any post-event publicity ❑ Confirm that the staff you have ❑ Make sure all speakers and special (e.g. photos with the names of appointed as hosts to special guests are present, and know the participants and descriptions about guests and media liaison are what they are doing). prepared for the event. agenda. ❑ Track and document media ❑ Print copies of all media materials ❑ Monitor the program, make sure coverage – send copies to OTF. for your media kit. timelines are met. ❑ Other: ❑ Other: ❑ Other:
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.4 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 4 – Sample event agenda
OTF Media Event for the Municipal Concert Band
Friday, October 3, 2003 – 10:30 a.m. The Thistle Inn 123 Main Street Municipality, Ontario
Agenda
10:30 Coffee and muffins available
11:05 Town Crier welcome (he’ll act as Master of Ceremonies)
11:10 Introduces Anne Volunteer, Grant Review Team Chair, Ontario Trillium Foundation - Invites Ms. Volunteer to speak
11:13 Introduces Wally Conductor, President of the Municipal Concert Band - Invites Mr. Conductor to speak
11:15 Introduces the Minister, Government of Ontario - Invites the Minister to speak
11:20 Introduces Judi Communicator, Publicity Coordinator of the Band - Invites Ms. Communicator to speak
11:25 Photo opportunity: Minister presents an OTF certificate to Mr . Conductor while Ms. Volunteer and Ms. Communicator look on
11:30 Finish
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.5 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 5 – Sample media advisory
Organization’s letterhead or name Address (in a smaller font)
October 10, 2003
Media Advisory Ontario Trillium Foundation and Human Service Agency of Goodtown
WHO MPP Jane Citizen will join Ontario Trillium Foundation representative John Kindheart.
WHAT To make an important announcement on October 10, 2003.
WHERE Human Service Agency of Goodtown 1234 Main Street Goodtown (directions)
WHEN Thursday, October 16, 2003 – 10:00 a.m.
The Ontario Trillium Foundation, an agency of the Ministry of Culture, receives annually $100 million of government funding generated through Ontario’s charity casino initiative.
-30- For more information, please contact: Jasper Lendahand 519.654.3210 [email protected]
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.6 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 6 – Sample news release
N E W S R E L E A S E
Organization’s letterhead or name Address (in a smaller font)
October 3, 2003
For immediate release Rescue Unit Volunteers Rev Up for New Launch Thanks to $15,000 OTF Grant
Town/City, Ontario – The Human Service Agency Rescue Unit christened a new rescue launch today, thanks to a $15,000 grant from the Ontario Trillium Foundation (OTF).
MPP for (Ontario riding), Joan Politician joined OTF representative John Kindheart in congratulating the Rescue Unit at the christening ceremony. “This grant is an investment in our community’s safety,” said Ms. Politician. “I’m delighted to see that this rescue launch is equipped and ready for service.”
Established in 1944, the Human Service Agency Rescue Unit answers emergency calls 24 hours per day, 365 days per year. It offers services such as CPR, first aid, water rescue and searches – all of which are provided by volunteers who are certified first aid providers.
“We’ve used this grant to purchase the launch and radar equipment that will help us find lost boaters on Lake Ontario,” said Unit Chair Bob Search. “We are thankful for the Ontario Trillium Foundation’s commitment to public safety in our community.”
The Ontario Trillium Foundation, an agency of the Ministry of Culture, receives annually $100 million of government funding generated through Ontario’s charity casino initiative. The Foundation allocates grants to eligible charitable and not-for-profit organizations in the arts and culture, environment, human and social services and sports and recreation sectors.
-30- For more information, please contact: Susan Helpinghand Human Service Agency 705.123.4567 [email protected]
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THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.7 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 7 – Photography tips
Equipment It’s not target practice You don’t need expensive equipment or It feels natural to put subjects in the big lenses to take great pictures; some middle of a picture, but centered single-use (disposable) cameras take composition is rarely best. Place excellent pictures. Patience and a good subjects off-centre. Ask people to look eye for the shot go a long way to toward you, or stand in a place where getting great images. The following tips buildings or objects appear to be facing may help you take better pictures. the camera.
Know your objective – what are Capture the context you trying to “say” with this image? Pictures only say a thousand words when Before you shoot, decide what your they tell a story. Don’t get so close that focus will be. Is it the mountain? the camera misses what subjects are The reflection in the lake? Or the person reacting to or participating in. sitting on the stone? When you know, you can emphasize it. Wait for the “moment” While your eye is on the lens, watch Keep it simple what is happening. Take your shot at Good pictures are simply composed, a moment when your subjects look at including only the subject and an ease or are reacting spontaneously to interesting background. events around them, when the animal turns to look at you, or the bird flies Crop behind the lens across the horizon. Don’t be shy. Get close to your subjects so the important elements fill your frame. Eliminate visual clutter.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.8 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 7 – Photography tips ...continued
Turn it on its side Important for all Try vertical and horizontal camera digital photographers positions to see which will create a Be sure to shoot large photos at better result. high resolution so there is sufficient information in the file to achieve good Set it up after the main event quality results when printed in hard While candid photography can produce copy format or for reproduction in wonderful results, set up a shot after newsletters or other printed materials. all the excitement has passed and Small photos at low resolution will not participants can be positioned for a produce good results when used in “re-creation” of the moment. these other applications.
Steady on A reminder about photo releases Whatever kind of camera you’re using, Typically, you do not require a photo whenever possible steady yourself release to take or distribute photographs against a solid object or wall and release of adults who attend a media or public the shutter in a smooth, even movement event. A photo release is also not to get sharp photos. necessary to use “news-style” photographs taken at public events. Take lots of shots It’s only film, (or bits and bytes if A photo release should be used when you’re using a digital camera) and images of individuals – other than the these moments will never come again. examples noted earlier — may be used There’s safety in numbers! Click away! for promotional or marketing products such as brochures, posters, annual reports, etc. It is always prudent to ask parents to sign a photo release, in advance, for approval to take and use photographs of minor children.
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.9 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Resource 8 – Sample photo release
Photo Release and Authorization
I hereby give my permission to, Name or Organization for the unrestricted right to take, use and publish my photograph and likeness in publications, promotional materials, website and any other communication vehicles, including electronic forms, at its discretion.
Further, Name or Organization shall have complete ownership of the photographs and shall have the exclusive right to make use of such photographs as it deems appropriate for purposes including, but not limited to, the promotion or illustration of its programs and activities.
I release Name or Organization and all of its directors, officers, employees and agents from liability claims and costs of whatever kind occurring in connection with being photographed or from the use of the images obtained therefrom.
Name (please print):
Signature:
Date: Telephone: ( )
If under 18 years of age, a parent or guardian must grant permission:
Parent/Guardian (please print):
Signature:
Date: Telephone: ( )
THE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TO O L K I T 3.10 1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r g Part 4: Tracking Your Results
Record your grant recognition activities
Keep samples of media and promotional materials
File media clippings and photographs safely