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Getting the Word Out: How to Grow Your NPA Chapter. Presented by Hilary Kaye Hilary Kaye Associates Inc. May 10, 2004 Las Vegas. New Chapter? Existing Chapter?. Public Relations & Advertising strategies can help you get started more quickly grow faster Today you will learn - PowerPoint PPT Presentation
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Getting the Word Out: How to Grow Your NPA
Chapter
Presented by Hilary Kaye
Hilary Kaye Associates Inc.May 10, 2004
Las Vegas
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New Chapter? Existing Chapter?
Public Relations & Advertising strategies can help you
get started more quickly grow faster
Today you will learn cost-effective tips on how to get the word out.
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Shhhhh!!!
Belonging to an NPA Chapter is a great advantage --
but chapters are a well-kept secret.
Let’s communicate the good news
about NPA membershipto our local audiences.
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Lots of tactics to choose from -- it can be overwhelming!
Pick the right situation, right budget, right audience . . .
And you’ll do fine.
How Do You Decide What To Do?
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Question #1
When you use __________ as a
strategy, you gain greater credibility because it signifies a third-party endorsement.
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Question #2
In most cases, ____________ is the more expensive strategy of the two.
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Question #3
One benefit of _________ is that you
are guaranteed to get exactly what you want, when you want it.
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Question #4
If you need to push your target
audience into immediate action, _______ is your best strategy.
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Question #5
If you are trying to build a long-lasting foundation for your organization with your selected audience, _________ is the most appropriate strategy.
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Question #6
In ______________, the more often
the message is repeated, the better.
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Question #7
If an organization has a very small
budget, _______ can be the best strategy.
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Question #8
When using ______________as a
strategy, your message to your audience should be carefully thought out, consistent and easy to understand.
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Question #9
__________ is often a much faster
strategy to implement and see results from than __________.
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Question #10
If your audience needs to be
educated about the benefits of your organization, ____________ is often the best strategy to begin with.
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How Can I Use PR?
PR is the most cost-effective method to attract attention to your NPA Chapter.
Where do we begin?
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Powerful tool to increase credibility and visibility
Low-cost with high-yield
Easy to do with practice
The Press Release – Your Basic Tool
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Know the Goals of Your Press Release
Generate awareness of your meeting or event?
Introduce your new chapter?
Educate/provide background?
Get posted on Web sites?
Do you want to:
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When Should I Write a News Release?
When you have real news to report!
Chapter meeting announcements New chapter sponsors Special events hosted by chapter New chapter officers News from national NPA w/local
angle Awards won by local chapter
members
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The Press Release Format
Understand the press release format -- use it consistently for best results
Be concise (1-2 pages)
Be timely (don’t “sit on” news)
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Press Release Format (cont’d)
Send the appropriate release to the appropriate media audience
Be objective (keep subjective comments in quotes)
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Use the 5 W’s
Use the format reporters use
Answer questions they would ask – BEFORE they ask
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Building Blocks
Contact info Headline Dateline Catchy lead The body Boilerplate
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Building Blocks
The BODY --straightforward writing, with quotes when possible
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Building Blocks
BOILERPLATE – consistent, key information at the end of the release
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Local Media Contacts
daily newspaper weekly newspaper business journal computer/tech publications Web sites radio & TV tech programs
Who are the right contacts for YOU and your chapter?
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Finding Media Contacts
Actual media guides – too expensive Online search for media outlets & names A quick phone call to media works, too Reporters change beats often Several types of reporters/editors
you send to: biz calendar editors, business reporters,
technology writers
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IT Trade Press
Most regions have local IT trades or special interest pubs
Some areas have regional editions For example, Computer User has editions in:
SoCal Atlanta Washington D.C. and many more
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Distributing Your Release
Email is preferred by most print journalists. Especially IT.
Beware of SPAM filters
Avoid attachments
To email or Not to email
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Distributing Your Release
Many radio and TV newsrooms prefer
to receive faxes
When is Fax Appropriate?
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Distributing Your Release
Avoid snail mail unless requested
What About Snail Mail?
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Beyond Press Releases
Press releases are a great tool -- but don’t stop there:
Pitch letters for exclusive or feature coverage
Bylined articles Be an expert in the media Be a guest on a radio or TV tech talk show
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What about Sponsors?
Sponsors LOVE media coverage. They spend $$$ to gain greater recognition & awareness with
yourmembership. DO put your sponsors’ names in your press releases.
Media coverage can attract NEW sponsors too. They are seeking new ways to market to their target audience (YOU)!
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Internal PR Too
PR tactics can be internal -- helping retention & supporting growth.
Do spotlight articles on new members – chapter newsletter, chapter Web site, email blast to chapter.
Gives immediate value to membership.
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Host Prospective Member Mixer
Great way for existing chapters to increase numbers
For members and non-members
Use publicity to bring attendees
Prizes, discounts & demos fromexisting & new sponsors
New-member contest for members
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Your Contact List
This is gold. Treat it that way.
Get contact info from everyone
who visits web site, comes to meetings, attends special
events.
Don’t SPAM them with frequent emails, but stay in contact. These are targeted prospects.
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Can We Afford to Advertise?
Look for Media Sponsors – try publications aligned with your industry. They get more exposure with your group -- you get free advertising.
Consider “marketplace” ads. For example: In Computer User, cost would be approx. $200/mo. for full-year of monthly
1 col x 3” ad in Tech Marketplace.
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To Sum Up
Yes, it’s possible to use PR -- and even some advertising --to get a new chapter off the ground. Or, to attract more members to your existing chapter.
The real question: Will you take the time & effort to do this?
If so, you will be rewarded with a vibrant chapter filled with members who get maximum value from NPA.
