MINISTRY HANDBOOK - Amazon S3 · 2017-08-07 · more than 135 million gift-filled shoeboxes to children in more than 150 countries and territories. o For many of these children, the

OPERATION CHRISTMAS CHILDMEDIA RELATIONS

MINISTRY HANDBOOK

Page | 2OCC Media Relations Team Member Ministry HandbookRevised on 2/16/17

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Page | 3OCC Media Relations Team Member Ministry HandbookTABLE OF CONTENTS

SAMARITAN’S PURSE & OPERATION CHRISTMAS CHILD NATIONAL INFORMATION....5

2016 OPERATION CHRISTMAS CHILD QUICK FACTS....6

2016 OPERATION CHRISTMAS CHILD FACT SHEET....7

SAMARITAN’S PURSE FACT SHEET....8

COMMONLY USED TERMS AND ACRONYMS....9

MEDIA RELATIONS TEAM MEMBER....11INTRODUCTION....12

AREA TEAM ORG CHART....15

ROLE AT-A-GLANCE....16

MEDIA RELATIONS YEAR AT-A-GLANCE....18

PREPARATION....20KNOW YOUR COVERAGE AREA....20

MEDIA RELATIONS RESOURCES....21

MEDIA OUTREACH....24STANDARD OUTREACH PROCESS....24

GENERAL OUTREACH PREP....24

COMMUNICATION ETIQUETTE....25

PRINT OUTREACH....26WHAT’S NEWSWORTHY?....26

USING AND CUSTOMIZING TEMPLATES FOR PRINT....26

PITCHING PRINT....26

FOLLOWING UP....28

SPECIAL RELEASES....30

TV OUTREACH....32WHAT’S NEWSWORTHY?....32

USING AND CUSTOMIZING TEMPLATES FOR TV....32

PITCHING TV....34

FOLLOWING UP FOR TV....35

TV-SPECIFIC RESOURCES....37

TABLE OF CONTENTS

Page | 4OCC Media Relations Team Member Ministry HandbookTABLE OF CONTENTS

PREPARING FOR TV INTERVIEWS....37

RADIO OUTREACH....39RADIO AT A GLANCE....39

WHO TO CONTACT....39

RESEARCHING RADIO STATIONS....39

WHAT TO OFFER....40

RADIO OUTREACH....41

AFFIRM PARTICIPATING CHRISTIAN RADIO STATIONS....44

RADIO-SPECIFIC RESOURCES....46

NEXT STEPS....48RECORDING MEDIA COVERAGE....48

EVALUATING EFFORTS....48

MOVING FORWARD....49

APPENDIX....51AREA TEAM PROFILE WORKSHEET....52

MEDIA OUTLET STAFF ROLES....57

KEY TERMS FOR MEDIA....59

ASSOCIATED PRESS STYLE QUICK REFERENCE GUIDE....62

FREQUENTLY ASKED QUESTIONS IN INTERVIEWS....65

INTERVIEW TIPS....70

HANDLING DIFFICULT MEDIA QUESTIONS....72

RADIO AFFIRMATION WORKSHEET....73

TABLE OF CONTENTS CONTINUED...

Page | 5OCC Media Relations Team Member Ministry Handbook

SAMARITAN’S PURSE & OPERATION CHRISTMAS CHILD NATIONAL

INFORMATION

As you know, Operation Christmas Child is a part of a larger organization, Samaritan’s Purse. Samaritan’s Purse was founded in 1970 by Bob Pierce and is currently led by Rev. Franklin Graham. Samaritan’s Purse is a nondenominational evangelical Christian organization providing spiritual and physical aid to hurting people around the world. For over 40 years, Samaritan’s Purse has done our utmost to follow Christ’s command by going to the aid of the world’s poor, sick, and suffering in the Name of Jesus Christ. In this section you will find information about the national organizational structure of Samaritan’s Purse and Operation Christmas Child. Much of this information is contained in maps and organizational charts. Every effort is made to ensure that these documents are up-to-date in this handbook, but information like staffing can change at any time. Please speak to your regional point of contact if you have any questions about the information contained in this section.

SAMARITAN’S PURSE & OPERATION CHRISTMAS CHILD NATIONAL INFORMATION


2016 OPERATION CHRISTMAS CHILD QUICK FACTS

What: Operation Christmas Child is a project of Samaritan’s Purse, an international Christian relief organization headed by Franklin Graham that collects gift-filled shoeboxes and delivers them in the name of Jesus Christ to children living in desperate situations around the world. • Total shoeboxes collected in 2015 globally 11,213,010 (from Australia/New Zealand, Canada, United Kingdom, United States, Japana, Germany/Austria, Finland, and Spain) • Total shoeboxes collected in the United States 8,765,637

How: Shoeboxes were collected across the United States by the following means in 2015: Collection Centers: (Official shoebox drop-off sites) • Total number of Collection Centers 571 • Total number of Relay Centers 3,619 • Number of states with Collection Centers 50 (and Puerto Rico)

Processing Centers: (Where shoeboxes are prepared for overseas shipping) • Total number of Processing Centers 8 (Atlanta, GA; ,Boone, NC; Charlotte, NC; Denver, CO; Minneapolis, MN; Southern California; Dallas, TX; Baltimore, MD)

Who: Some 150,000 volunteers in the United States, bringing the total to more than 500,000 volunteers worldwide, who help the boxes on their way to children in distant lands.

Where: Operation Christmas Child delivered over 11 million shoeboxes to children in over 100 countries in 2015/2016.

Why: Every day boys and girls worldwide suffer from war, poverty, disease, and natural disaster. Operation Christmas Child makes it possible for millions of these children to experience God’s love through shoeboxes filled with gifts. These shoeboxes open doors for presenting the Good News of Jesus Christ by working in and through local churches where possible, offering children’s literature and through culturally appropriate evangelistic and follow-up programs. One of the things that makes Operation Christmas Child so special is its emphasis on kids helping kids. This project provides a simple, tangible way for children and teenagers to join adults in sharing the joy of giving to children around the world.

When: Samaritan’s Purse adopted Operation Christmas Child in 1993 and has collected and distributed over 135 million shoebox gifts for children in need in more than 150 countries and territories. A British layman named Dave Cooke started the project in 1990 in Wales.



2016 OPERATION CHRISTMAS CHILD FACT SHEETWhat is Operation Christmas Child?• The Samaritan’s Purse project Operation Christmas Child collects shoeboxes—filled with school supplies, hygiene

items, fun toys and notes of encouragement—and delivers them to children in need around the world to demonstrate God’s love in a tangible way.

Scope• Since 1993, Operation Christmas Child, the world’s largest Christmas project of its kind, has collected and delivered

more than 135 million gift-filled shoeboxes to children in more than 150 countries and territories. o For many of these children, the gift-filled shoebox is the first gift they have ever received.• In 2016, Operation Christmas Child hopes to collect enough shoebox gifts to reach another 12 million children. o 2015 collection totals: more than 11.2 million (global) / more than 8.7 million (U.S.)• Shoebox gifts are collected in Australia/New Zealand, Canada, United Kingdom, United States, Japana, Germany/

Austria, Finland, and Spain• More than 500,000 volunteers worldwide—with more than 150,000 of those in the United States—are involved in

collecting, shipping and distributing shoebox gifts.• Operation Christmas Child is a project of Samaritan’s Purse, an international Christian relief and evangelism

organization headed by Franklin Graham. Samaritan’s Purse currently works in more than 100 countries to provide aid to victims of war, disease, disaster, poverty, famine and persecution.

Process• Individuals, families, churches and groups fill empty shoeboxes with school supplies, hygiene items, notes of

encouragement and fun toys, such as a doll or soccer ball.• During National Collection Week (Nov. 14 – 21, 2016), Samaritan’s Purse will collect the gift-filled shoeboxes at some

4,500 drop-off locations in all 50 states and Puerto Rico.• You can find out how to pack a box and where to drop it off by visiting samaritanspurse.org/occ.• Operation Christmas Child also offers a year-round opportunity to pack personalized shoeboxes online. Go to

samaritanspurse.org/buildonline to select toys and gift items, write a note of encouragement, and “pack” them in a shoebox. These gifts will go to children in some of the hardest-to-reach countries around the world.

• Shoebox gifts are prepared for overseas shipment at eight major processing centers across the U.S.—Atlanta; Baltimore; Boone, N.C.; Charlotte, N.C.; Dallas; Denver; Minneapolis; and Orange County, Calif.

• Participants can follow their box online to discover where in the world their gift is delivered by using the donation form found at samaritanspurse.org/occ.

Discipleship• More than 7.4 million children have participated in The Greatest Journey, Operation Christmas Child’s follow-up

program that is offered to many children who receive shoebox gifts.• The Greatest Journey is implemented through a global church network. This 12-lesson discipleship program teaches

children about God’s amazing love and guides them through what it means to faithfully follow Jesus Christ.

Facebook (facebook.com/OCCshoeboxes) / Twitter (@OCC_shoeboxes) / Instagram (@operationchristmaschild)

Media Resources: samaritanspurse.org/occnewsroom


http://samaritanspurse.org/occ

http://samaritanspurse.org/buildonline


http://facebook.com/OCCshoeboxes

http://www.twitter.com/OCC_shoeboxes

http://www.instagram.com/operationchristmaschild

http://samaritanspurse.org/occnewsroom


SAMARITAN’S PURSE FACT SHEET

President & CEO: William “Franklin” Graham III, son of Billy GrahamFounded: 1970, by Bob PiercePurpose: Samaritan’s Purse is a nondenominational Christian organization providing spiritual and physical aid to victims of war, natural disasters, disease, famine, poverty and persecution in more than 100 countries. Budget: $510 million (2015)Offices: Headquartered in Boone, N.C., Samaritan’s Purse has affiliate offices in Canada, the United Kingdom and Australia; plus field offices in 17 developing countries.

PROJECTSCrisis and Disaster Response—• U.S. Disaster Relief: Since 1998, when Samaritan’s Purse equipped its first Disaster Relief Unit, staff and volunteers

have helped more than 29,000 families impacted by U.S. natural disasters—hurricanes, tornadoes, wildfires, floods, and ice storms—by quickly providing emergency supplies and cleaning, repairing, and rebuilding homes.

• International Aid: Samaritan’s Purse specializes in meeting critical needs for victims of war, disaster and famine in the world’s most troubled regions, often working through local churches and ministry partners. Recent efforts include responding to the Ebola outbreak in Liberia with medical aid and relief supplies, distributing emergency supplies to earthquake victims in Nepal and Ecuador, and providing food, shelter, and winter clothing to thousands of Iraqi and Syrian families who fled for their lives from ISIS attacks and are seeking refuge in northern Iraq and Greece.

Feeding Programs—Samaritan’s Purse has specialized programs to treat severely malnourished children and runs large-scale distributions to feed victims of disaster, famine and war, including airdrops to thousands of refugees in Sudan.

Health and Medical—• World Medical Mission: Each year, the medical arm of Samaritan’s Purse places hundreds of doctors, dentists and

other medical professionals in voluntary, short-term service with hospitals and clinics in the world’s least-developed countries. World Medical Mission also provides hospitals overseas with critical medical equipment and supplies.

• Children’s Heart Project: This project brings children to North America to receive life-saving surgery not available in their home countries. To date, Samaritan’s Purse has arranged surgery for more than a thousand children with heart defects.

• Diseases: Samaritan’s Purse fights malaria, tuberculosis, HIV/AIDS, Ebola and other epidemic diseases through medical care, health services, hygiene projects, preventative education and compassionate care.

Operation Christmas Child—The world’s largest Christmas project of its kind collects and distributes gift-filled shoeboxes for children in need around the world. Since 1993, more than 135 million shoebox gifts have been distributed in more than 150 countries and territories. Each year, the project mobilizes more than 100,000 volunteers in the United States.

Operation Heal Our Patriots—This program is designed to strengthen the marriages of wounded and injured members of the U.S. Military. The primary component is Samaritan Lodge Alaska, a wilderness retreat offering outdoor activities and biblically based marriage enrichment classes.

Animals, Agriculture & Livelihoods—Samaritan’s Purse enables families in third-world countries to meet their daily food and nutritional needs by providing seeds, tools and livestock. Programs also include training that enables beneficiaries and communities to transition from subsistence living to sustainability.

Construction Projects—Samaritan’s Purse constructs houses, schools, hospitals and churches for families and communities affected by disaster, poverty and war around the world.

Water, Sanitation & Hygiene—Samaritan’s Purse clean water programs have provided safe drinking water for approximately 370,000 people worldwide in impoverished communities, refugee camps and schools. This includes wells, water storage and filtration for households and communities, coupled with health and hygiene education.



COMMONLY USED TERMS AND ACRONYMS

Connect Conference: These conferences are held each spring to provide enrichment, encouragement and inspiration to our Connect Volunteers.

Connect Volunteer: These selected and equipped volunteers serve on Area Teams in year-round roles to share Operation Christmas Child with churches, community groups, prayer network partners, media outlets and to collect and transport packed shoeboxes.

Countdown Event: These events are held by Area Teams to encourage Project Leaders and shoebox donors in their ministry, generally during August and September.

Extranet: An interactive website for Connect Volunteers which features downloadable resources, the latest updates and opportunities to connect with OCC staff and other Connect Volunteers. www.occextranet.org

OCC Promotional Kit: This kit is usually mailed out in September and contains OCC information, videos, and promotional supplies.

Project Leader: This person leads the charge for Operation Christmas Child within their church or community group.

AcronymsAC: Area CoordinatorAT: Area TeamBASBO: Build a Shoebox OnlineCC: Collection CenterCCC: Collection Center CoordinatorMC: Ministry CoordinatorNCW: National Collection WeekNLT: National Leadership TeamOCC: Operation Christmas ChildPC: Processing CenterPOP: Point of Purchase (brochure holders)RAC: Regional Area CoordinatorRAS: Regional Area StrategistRC: Relay CenterRCC: Relay Center CoordinatorRO: Regional OfficeSP: Samaritan’s PurseTGJ: The Greatest Journey (follow-up discipleship program for shoebox recipients)


http://www.occextranet.org


OCC POLICIES AND PROCEDURES

Operation Christmas Child has developed a set of Policies and Procedures to strengthen the volunteer network and increase consistency in ministry practices and processes. As a Connect Volunteer, we know that you have a lot of responsibilities, and you may not know about all of the ministry practices. In order to facilitate this, we created a handbook of Policies and Procedures. These Policies and Procedures were developed by the OCC Volunteer Relations team in partnership with the Regional Offices, volunteers, OCC Departments, and other Samaritan’s Purse Departments. We ask that you please make yourself familiar with these documents by accessing them on the Extranet under the Resources Tab > Downloadable Resources > OCC Policies and Procedures.


Page | 11OCC Media Relations Team Member Ministry HandbookMEDIA RELATIONS TEAM MEMBER

MEDIA RELATIONS TEAM MEMBER

The world of media is flooded with images and stories meant to capture the attention of their audience. Media Relations volunteers recognize the power of this attention and aim to increase participation in Operation Christmas Child by utilizing it. They have the privilege of communicating to a mass audience by presenting news stories and developing promotional partnerships with media outlets, including radio, TV, print, and online versions. Media Relations volunteers use their expertise and training to identify strategic media outlets, build relationships with key contacts, present relevant and interesting information and support promotion from year to year. All these efforts work toward the singular goal of increasing the number of children who are able to receive a shoebox gift and hear the Gospel message.


INTRODUCTION

Welcome to the Media Relations team!

This is a tremendous opportunity to make an impact in your community, diligently and faithfully using your time, talents and passion for effective Media Relations. This training will equip you with the basic tools and instruction you need to be successful.

Before we discuss your role on the Media Relations team, it’s important to understand the purpose and structure of Area Teams. Operation Christmas Child follows an approach to volunteer ministry management called High Impact Volunteer Ministry© by Newell and Associates which is biblically-based and focuses on empowering each volunteer. Information in this section is adapted from resources by Newell and Associates.

These are a few of the core High Impact principles that guide our volunteer ministry.• Transformed Value: There are no menial tasks in

Kingdom work. Read Acts 6:1-3, 6 ᴑ What was the function of the seven? ᴑ What qualifications did they have to meet to be selected?

ᴑ What does verse 6 tell us about the importance of this function?

ᴑ There are two ways to see every position at OCC. We can see it as an unimportant task or we can see it as God would see it, as a valuable ministry.

ᴑ God’s vision for our ministry supernaturally transforms seemingly unimportant tasks into powerful, full-color ministries. Our relationship with our Father and the power of the Gospel transfuses value into each volunteer task.

• It’s a privilege to serve. ᴑ Serving is an expression of our gratitude to God. (Romans 12:1).

NOTES:


ᴑ God allows us to use our gifts and talents for His glory and His ministry.

ᴑ Serving with OCC is a calling! We are honored to be a part of what the Lord is doing through OCC. It is a privilege and we should treat the privilege in a worthy manner by doing our ministry as unto the Lord.

• Multiplying ministry is biblical. ᴑ In Exodus 18, we see that Moses’ father-in-law, Jethro, reminds him of the importance of not taking everything on himself.

ᴑ He encouraged him to seek Godly people who could share the load and multiply the impact.

• Volunteers are partners in ministry ᴑ The Apostle Paul often refers to those that serve under him as “co- workers” or “partners.” At OCC, volunteers are not seen as “helpers” or “assistants” but rather capable partners in ministry that can make great contributions and have ownership in their efforts.

ᴑ Every volunteer is a child of God. God has designed every believer in a unique way and has given every believer gifts with which to serve the kingdom.

ᴑ As a child of God, all believers are brothers and sisters. We value each OCC volunteer and staff as the family of God.

• God has entrusted OCC with a sacred stewardship or sacred keys.

ᴑ II Timothy 2:2 says, “These things you have seen in me entrust to faithful men who will teach others also”.

ᴑ The scriptures demonstrate that we are to hand over the stewardship of God to qualified individuals (Acts 6:1-3, I Tim.3:1-13, Titus 1:8,9). We entrust important responsibilities to our volunteers, which is why we have a comprehensive selection process to discern those the Lord has called.

These principles guide our volunteer ministry and how we develop our Area Teams. On the following pages, you’ll see

NOTES:


the structure for the Operation Christmas Child Area Team. The Area Team is a group of local volunteers using their individual gifts and talents to serve together and further the kingdom through Operation Christmas Child. They balance “in here” goals which seek to grow the spiritual development of your team and “out there” goals which look at the generation of more shoeboxes. As you continue to pray for your team and ministry with Operation Christmas Child, be sure to pray with both types of goals in mind. Let’s take a look at who you will be serving with.

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ROLE AT-A-GLANCE

Note: Words designated with an asterisk are defined in the Key Terms on page 58.

As part of the Media Relations team for Operation Christmas Child, you play an integral part in maintaining the consistency of our organizational messaging locally, nationally and internationally. We see you as an extension of the Operation Christmas Child staff.

To support you in carrying out your role with excellence and consistency, you will be introduced later in this training to a media Tool Kit* for your use in communication with media contacts. These tools have been approved by our Communication Department and provide a set of templates for every main media project you will work on throughout the year.

The Media Relations team implements communication tools from the Tool Kit* to earn (not to pay for) coverage specifically with traditional media*. Traditional media includes daily and weekly newspapers (print and online editions), radio stations and locally produced TV news and programming.

God has prepared good works for you in Media Relations!

Let’s take an overview look at what a member of the Media Relations team does:

• Become familiar with your coverage area• Maintain provided media contact list with updated

information • Develop and implement pitching* and follow-up strategy

for season based on provided tools and timeline• Build relationships with local media outlets to earn media

coverage• Customize email pitch and press release* templates for

print and TV

“For we are God’s handiwork, created in Christ Jesus to do good works, which God prepared in advance for us to do.”

Ephesians 2:10 (NIV)

NOTES:


• Work to build mutually beneficial partnerships with Christian radio stations

• Communicate with Area Team to determine media coverage opportunities

• Record and report results to your regional point of contact• Join your team at a Connect Conference!

Now is a great time to start getting to know your Area Team members in every ministry area! They will be pivotal in relaying story ideas to you throughout the season, and the media may request volunteers for interviews during the year.

NOTES:


MEDIA RELATIONS YEAR AT-A-GLANCE

As we look into what a Media Relations team member does, here’s a timeline overview of the role responsibilities.

January - March:

This segment of the year is focused on reviewing past partnerships, planning ahead and preparing for success.• Send a Letter to the Editor* by January 31.• Review past challenges and successes to set priorities for the year.• Affirm participating Christian radio stations through sharing shoebox collection results.• Plan to attend a Connect Conference with your Area Team.• Update your regional point of contact on your activities monthly.

April - July:

This segment of the year is focused on gathering correct contact information and seeking new outlets. • Obtain a media list from your regional point of contact.• Based on your media list, identify priority outlets and contacts. Research for additional contacts and

outlet information.• Complete your Area Team Profile Worksheet. • Work with your regional point of contact and neighboring Area Teams to contact participating and

potential radio partners.• Review updated equipping tools and participate in refresher trainings.• Update your regional point of contact on your activities monthly.

August - October:

This segment of the year is focused on earning coverage by pitching* events and stories to media, setting up interviews and providing additional information.• Update your Area Team Profile Worksheet with new story ideas.• Follow up with radio stations to provide any information or materials needed to promote Operation

Christmas Child.• Pitch story ideas related to the back-to-school season, public packing parties, extraordinary kids and

local events using Tool Kit* templates.• If your area is planning a shoebox recipient event, work with your regional office to plan media

outreach efforts.


• Customize and send the Drop-Off Location Opening email pitch and press release* two to three weeks before National Collection Week.

• Consider serving at a Processing Center in November or December. • Review updated equipping tools and participate in refresher trainings.• Update your regional point of contact on your activities monthly.

November - December:

This segment of the year is focused on continued promotional opportunities and praising God for what He has done.• Update your Area Team Worksheet with new story ideas for possible promotion next year.• Customize and send National Collection Week email pitch and press release* at the start of National

Collection Week.• Continue to set up interviews and provide additional information to media as needed.• During National Collection Week, stop by a local Relay Center to encourage others and serve.• After National Collection Week, gather local shoebox collection numbers from your regional office.• Customize and send “Build-A-Shoebox-Online” email pitch and press release* one to three weeks

after National Collection Week.• Record and track media hits* received.• Update your regional point of contact on your activities monthly.


PREPARATION

At the heart of Media Relations is a passion to see media outlets utilized to share the message of packing shoeboxes in your communities and sharing the Gospel message around the world. In order to be most effective in your role familiarize yourself with your ministry area, media preparation materials (found in the Appendix) and all Operation Christmas Child online resources available to you.

Know Your Coverage Area

An area team is composed of six ministry areas, one of which is Media Relations. Your regional point of contact will establish the geographical parameters of your area with you. Become familiar with interview opportunities, drop-off locations and story ideas within the area. (Use the Area Team Worksheet located on page 51 of this handbook to compile the following types of information.)

• Interview Opportunities: Media contacts may request interviews with other members of your Area Team, shoebox recipients, distribution trip participants or other local volunteers who have a special connection to the ministry and can speak well on its impact.

• Drop-off Locations: These are the Relay Centers, Collection Centers and/or Processing Center closest to the audience your media will reach. You’ll want to become familiar with where they are located, who the site coordinators are, if they are willing and equipped to speak to the media and what times they are open to receive shoeboxes.

• Story Ideas: Look for local ideas that give media outlets interesting opportunities to develop stories about Operation Christmas Child their audiences will enjoy. Some ideas could include unique individual volunteers, creative year-round participation and acts of selfless service.

• Local Media Outlets: A media list helps you get to know more about local radio, TV and newspaper outlets and contacts and should be requested from your regional point of contact.

Operation Christmas Child Story Headlines

Youth Story: Girl asks for donations to Operation Christmas Child rather than birthday gifts

Volunteer Spotlight: Man shares his story to help young students in need

Unique Events: Star Wars Troopers support gifts for world kids

Packing Parties: Group invites community to pack shoeboxes for Operation Christmas Child

Back to School: Area Collecting School Supplies For Children Desperate For an Education

Vision Trips: Lake Charles teen distributes Operation Christmas Child boxes in Africa

Benefit/Fundraisers: 5K to benefit gift program for children in need


MEDIA RELATIONS RESOURCESFound in the Handbook Appendix.

Media Outlet Staff RolesAs you receive your media list and begin to work with media outlets, you will come into contact with a variety of media contacts with a variety of titles. Review this list to understand who does what in each media outlet.Appendix Page 60

Key Terms for MediaThe media landscape is filled with unique terms used by professionals. Become familiar with the most common in order to work with media industry professionals with confidence.Appendix Page 62

Associated Press Style Quick Reference GuideAssociated Press Stylebook provides a set of grammar, capitalization and punctuation guidelines which establishes a standardized communication style among news professionals. AP style should be used for all press releases*. Here are a few of the guidelines you’ll most commonly need to follow when customizing your releases. Even professionals still refer to the AP Stylebook on a regular basis. Don’t worry about retaining all of this information at once. Just be sure to keep this guide handy when customizing your releases.Appendix Page 65

Preparing for Media InterviewsAs a member of the Media Relations team, other Connect volunteers or project leaders may look to you for interview tips and resources. Use the handbook and online resources to prepare yourself and others for radio, TV and print interviews. Review basic ministry information and practice doing interviews with other team members.

Media Volunteer Spotlight Testimonial

“Since I don’t have a background in media, I’ve had to step out of my comfort zone.” But in doing so, God is growing her prayer life and teaching her that His grace will be there when she needs it. Luan has a speech impediment, but as she contacts various media outlets she finds, “God’s got this. I don’t have to be perfectly adequate.”

- Luan Sy, Media Relations Volunteer, North Orange County CA Area Team

NOTES:


MEDIA RELATIONS RESOURCES

Samaritan’s Purse Website: samaritanspurse.org. Specific resources on the site include:

ᴑ The Newsroom has excellent resources for media to use, including: samaritanspurse.org/occnewsroom • Press releases*• Fact sheets*• PSAs* (with downloadable, broadcast-ready audio and

video)• Photos (with downloadable, high-resolution options)• Videos and b-roll*• Web banners

ᴑ Operation Christmas Child Web Page: samaritanspurse.org/occ

ᴑ SP TV’s Operation Christmas Child Channel: http://video.samaritanspurse.org/channel/operation-christmas-child/

ᴑ Drop-off Site Locator: Near October, all Operation Christmas Child drop-off sites nationwide can be located by ZIP code through a tool on the Operation Christmas Child web page. This is helpful for you to quickly find the nearest drop-off site for a given media outlet. The locator also provides a map and hours of operation.

Extranet: occextranet.org ᴑ The Tool Kit is Operation Christmas Child’s set of approved templates and tools that includes: Email pitches, press releases*, advisories, fact sheets* and a local media outreach timeline. In the “Downloadable Resources” section, click on “Tools and Forms,” and then “Media Relations” to find the latest Tool Kit*.

ᴑ Training videos on interview tips and media pitching* can also be found in the “Tools and Forms” section.

ᴑ Media Relations volunteer training handbook content and training materials can be found in the Downloadable Resources section. Click on “Handbooks and Ministry Specific Trainings” and then “Media Relations.”

ᴑ Search for spiritual impact stories in the “From the

NOTES:

http://samaritanspurse.org




http://video.samaritanspurse.org/channel/operation-christmas-child/

http://video.samaritanspurse.org/channel/operation-christmas-child/

http://occextranet.org


Field” section. These are stories about children receiving shoebox gifts and make excellent speaking points when talking to reporters about the project.

Media List: A list of outlets and contacts who are based in the counties and media markets that compose your area team. Available by request from the Super Regional Media Relations Coordinator through your regional point of contact. You should request a fresh media list at least once a year.

Interviews: Operation Christmas Child representatives from across the country and the world may be available for interviews and updates on the ongoing collection and distribution of boxes, depending on availability. These include:

ᴑ Regional Directors and Regional Managers ᴑ Shoebox recipient speakers, if they are coming to your coverage area for a speaker tour

ᴑ Vision trip participants ᴑ Local, participating children ᴑ Extraordinary volunteers

Social Media*: Operation Christmas Child maintains a presence on these social media platforms:

ᴑ Facebook: www.facebook.com/OCCshoeboxes ᴑ Twitter: https://twitter.com/occ_shoeboxes ᴑ Instagram: http://instagram.com/operationchristmaschild ᴑ Pinterest: http://www.pinterest.com/occshoeboxes/ ᴑ Vine: https://vine.co/Operation.Christmas.Child ᴑ Tumblr: https://www.tumblr.com/blog/operation-christmas-child

Although traditional media (print, radio and TV) is your Media Relations focus, these social media* platforms are a great way to stay engaged with what is happening nationally with Operation Christmas Child.

Additional medium-specific resources can be found in the media outreach section of this handbook.

NOTES:

http://www.facebook.com/OCCshoeboxes

https://twitter.com/occ_shoeboxes

http://instagram.com/operationchristmaschild

http://www.pinterest.com/occshoeboxes/

https://vine.co/Operation.Christmas.Child

https://www.tumblr.com/blog/operation-christmas-child

https://www.tumblr.com/blog/operation-christmas-child


MEDIA OUTREACH

As a member of the Media Relations team, you have compelling stories to share with your community. Traditional media* provides a unique platform to reach a large audience with content that helps news outlets do their jobs with excellence.

Standard Outreach ProcessReaching out to the media can be broken into a few primary steps: customizing an email and press release* template, sending to strategic media contacts, and following up directly with each contact by phone.

Think through these questions when beginning to plan your outreach: • Which main press releases* do I need to think about for this

time of year? • What events/stories need promoting locally? • Who should receive this information from my media contact

list? • How should they receive this information?

Using Approved Press Release TemplatesThe email pitches, press releases* and media advisories* in the Tool Kit* on the Extranet have been reviewed and approved by the Samaritan’s Purse Communications Department for use. For any media needs outside of what the Tool Kit* includes, contact your regional point of contact.

General Outreach PrepThink through these questions before contacting a media outlet:• How would you like to see this media outlet promote

Operation Christmas Child? • What resources would the promotion require from you? • Is the investment of your time and resources worth the

benefits you would receive in coverage for the project?

NOTES:


Communication Etiquette

Email Communication• The subject line convinces your contacts to open the email.

Be sure to use the recommended subject lines in the Tool Kit*.

• Get to the point quickly – within the first few sentences.• Customize for specific media contacts, using their first

names.• Be relevant. Understand the media outlet’s audience. • Be timely. Consider on-air timing, news deadlines and best

time of day. • Direct media to the online newsroom*: samaritanspurse.

org/occnewsroom.• Provide volunteer contact information.• Never use Cc or Bcc. Each email should be customized for a

single contact.• Use an email signature that includes your contact

information and clearly communicates your volunteer role.

Example:FIRST name LAST nameYour Volunteer TitleArea Team NameOperation Christmas Child555-555-5555 | [email protected]/occ

Phone Communication• Respect deadlines. Ask if the media contact is on a tight

deadline; if so, find out if there is a better time to call back.• Be confident. You have great content to share!• Get to the point quickly– avoid small talk.• Know your facts and information. Have fact sheets* on hand

so you can refer to them at a glance. • Practice, practice, practice!• If you leave a voicemail, send a follow-up email with your

contact information.

NOTES:





PRINT OUTREACH

Print media refers to paper news publications and is the most common form for local area news. For Operation Christmas Child media outreach, print media is made up of weekly and daily newspapers along with their online news websites.

Using and Customizing Templates for PrintTo begin garnering opportunities for print media coverage use the templates available to you on the Extranet. Each template provides an email pitch followed by a press release*. These templates will allow you to then reach out to your media print contacts. Here are some simple tips to get you started.

1. Customize the email pitch and press release* so that all the sections highlighted for local information have been filled in and the highlights have been removed. Use the Associated Press Style Quick Reference Guide handout in the Preparation section of this handbook to check your customization for correct grammar and style use.

2. Paste the email pitch and press release* template you customized from the Tool Kit* into the body of an email. Always personalize the email, addressing each reporter or news outlet by their first name.

3. Utilize the email subject line provided in the Tool Kit* template. Customize highlighted sections with local information as appropriate.

4. Customize an opening sentence to show relevance. This could relate to your partnership from previous Operation Christmas Child coverage, similar story interest expressed by the contact or personal relationship with the contact. Example: Given the holiday season and your previous coverage of local philanthropic stories, I thought you might be interested in talking to a local 9-year-old boy who is celebrating his birthday by asking for gifts for children in need.

Pitching Print Following the customization of the templated release, plan to pitch your story to print media contacts. When pitching*

NOTES:

What’s Newsworthy?

Local, timely, seasonal, special interest stories about volunteerism or community figures and local groups that provide inspiring and actionable content.

Newsworthy topics for Operation Christmas Child include local events, outstanding volunteers, back-to-school shopping stories, shoebox recipient interviews and ways the community can get involved with the project.

Take a look at the Year at a Glance checklist in the Preparation section of this handbook.


to a newspaper, send an email to a specific reporter or editor. Beat reporters and editors who may be most receptive to an Operation Christmas Child pitch include: • Features editors• Religion editors• Metro editors• Calendar editors• The outlet’s news desk*

Newspapers in Large MarketsPitching* media opportunities to a large market will have its own nuances. Large markets usually have a population of 500,000 or more and 25+ newspapers. Since multiple Area Teams may fall within one media market, we recommend the teams work together to determine who will reach out to each outlet. Here are some tips for large market media outreach. • In addition to the beat reporters and editors listed above,

in large markets it is also beneficial to pitch to an editor at the major daily newspaper who is assigned to the specific community from which the story is located. For example, in Denver you may have more success pitching* the Denver Post’s Aurora community editor, since the Processing Center is located in Aurora.

• Also pay attention to newspaper bureaus* that are responsible for other geographical markets, such as New York Times contacts located in Boston. For example, for an event at the Orange County Processing Center, you would want to pitch to media contacts from the Orange County Bureau of the Los Angeles Times in addition to those at the headquarters.

• Do not overlook the value of an online hit. Most newspapers have a companion website. Many major daily newspapers in large markets will have subsections within their website that focus on a specific topic or community. Familiarize yourself with those sections and pitch to reporters and editors who frequently post articles in sections and who might be a good fit for Operation Christmas Child.

• Many large-market newspapers now also have videographers who capture footage to enhance an

NOTES:


online story. Keep this in mind when pitching* coverage opportunities. You can ask if a newspaper has a videographer who would be available and, if so, provide an overview of the visual coverage opportunities available.

Newspapers in Small MarketsSmall markets have up to 15 weekly or daily newspapers. Here are some tips for small market media outreach. • Newspapers in small markets, or smaller community

newspapers, often have a smaller staff and reporters who are responsible for broader beats. Spend some time reading through the newspaper to find stories similar to Operation Christmas Child. Pay attention to the bylines* and pitch to those reporters who seem to have an affinity for stories related to charity work, children making a difference, unique volunteers, etc.

• Expect that staff may not have the capacity to cover your event in person. Be prepared to offer a press release*, high-resolution photos, phone interviews and other media materials that will make it easy for a reporter to write the story from their desk quickly.

Following UpNow that you have emailed your release, increase the effectiveness by following up with a phone call to the media contacts who received your initial pitch. Doing so can make your story idea stand out above the other emails filling your media contact’s inbox. Here are some tips to following up correctly:• Have courage! You have quality story ideas that your media

contacts will want to share with their readers.• During the pitch, be friendly, not pushy. • Call to follow up one to two days after you send the email

pitch and press release*.• News desks and news offices are a fast-paced environment.

Do not bog down news contacts with small talk. Get to the point quickly.

• Call between 10 a.m. – 2 p.m. Newspapers are harder to work with during the late afternoon because of deadlines.

• Make sure you have your Fact Sheet* and Area Team Profile

Things to Know

Print Key TermsCalendar AdvisoryDatelineHeadlineLetter to the EditorMedia AdvisoryMedia KitNews DeskPitchingPress Release

Print Media ContactsEditorAssistant EditorNewsroom EmailCommunity News ReporterPublisherAssignment EditorFeatures EditorReligion EditorNews DirectorStaff Writer

Print ResourcesNewsroomTool Kit

*definitions found in Appendix


Worksheet on hand when making the calls.• When the person answers the phone, pitch the project to

them. Your pitch might sound like one of these examples:

National Collection Week Pitch Follow up:

“Hello, this is (your name) from Operation Christmas Child. I emailed you (two days ago, Mon, Tues, Wed, etc.) about our upcoming shoebox collection season in your (local town) which collected XX shoeboxes last year because of shoebox packers like your readers. Would you like to share this year’s local drop-off information with your readers? If so, do you have any questions or want more information about interview opportunities?”

“CC Name will serve as an official drop-off location for Operation Christmas Child for the X year and will be collecting shoebox gifts November 14 – 21. Last year, they collected X,XXX shoebox gifts and have a goal to collect X,XXX this year. Over XX million gifts will go to children suffering from war, poverty, natural disaster, famine and disease in over XXX countries worldwide. I can set up an interview with the (collection site Coordinator or a local family) who participate if you are interested. We also have several photos we can provide you.”

Event Pitch Follow up:

“Hello, this is (your name) from Operation Christmas Child. I am calling to let you know about a local event happening in the community this (when). (city name) volunteers will be gathering to kick off the collection season for Operation Christmas Child, a project that collects gift-filled shoeboxes to send overseas for children in need. Last year your (city) collected (2015 collection numbers). Is this something you are interested in covering?”

• If your contact has time, refer to your Area Team Profile Worksheet and include the following points in your conversation:

NOTES:


ᴑ Local shoebox collection goal ᴑ Tell reporters and editors who will be available for interviews, and give them several options if possible. Interview opportunities may include:• Regional directors and regional managers• Shoebox recipient speakers, if they are coming to

your coverage area for a speaker tour• Vision trip participants• Local, participating children• Extraordinary volunteers

ᴑ Make sure to give media contacts everything they need. Confirm that they have the email pitch and press release* you sent to them earlier, and direct them to samaritanspurse.org/occnewsroom for additional background including fact sheets*, photos, etc.

ᴑ If they did not receive the news release you sent, tell them you will send more information in a full news release. Send the release while you are on the phone with them.

ᴑ If they do not have time talk to you, ask for a better time to call or offer to send information via email. Confirm their email address before hanging up.

ᴑ If you are able to leave a message, use the following script:

“Hello (media contact name), this is (your name) from Operation Christmas Child. I emailed you (Mon/Tues/etc.) about our upcoming shoebox collection season in (your local town) you might be interested in sharing with your readers. Our volunteer coordinator in (town) is (name)—if you’d like to get in touch with him/her, you can reach him/her at ______. Last year his/her collection site gathered XX number of shoeboxes! If you have any more questions feel free to call me, (your name), at (number – extension). Thanks and have a nice day!”

Responding to MediaOnce you pitch your story and follow up, be ready to receive emails and phone calls for more information. Follow these tips when responding to interested media contacts:

Thing to Know:

There may be special stories about the ministry in your area for which there is no template available but which you think an outlet will find newsworthy. Work with your regional point of contact to begin the process of obtaining approval for a special release idea. A few special release ideas likely to be approved: a family who packs hundreds of shoeboxes each year, a senior citizen who builds toy cars each year for shoeboxes; a child who asks for shoeboxes instead of birthday gifts.

Special Releases


• Promptly return media calls and emails—preferably within an hour but absolutely within 24 hours.

• Let media know they have immediate access to media materials at samaritanspurse.org/occnewsroom.

• If a reporter requests an interview, ask the following questions:

ᴑ What is your deadline? ᴑ How long do you expect the interview to take? ᴑ What is the focus of your interview? (What is your angle?)

ᴑ Will the interview be in person or over the phone?• Ask for the media contact’s phone number. Tell him or her

you will alert the requested interviewee(s) and then call him or her back.

• Immediately notify the requested interviewee(s) about the opportunity.

After the Pitch / Interview• Do not ask to see the story before it runs.• Do not ask for a copy of the story after it runs.• Do not thank your media contacts for their interest in your

story or publishing an article. Remember that this is their job to cover local news and to thank or affirm their work makes it seem like they did you a favor.

For print-specific resources, be sure to utilize the Media Relations Resources document in the Preparation section of this handbook.

he Preparation section of this handbook.

For print-specific resources, be sure to utilize the Media


NOTES:



TV OUTREACH

TV media refers to broadcast news programming and newscasts that report local current events and happenings. For Operation Christmas Child, TV media outlets will most commonly be local community programming or broadcast networks such as FOX, NBC, ABC, and CBS.

Using and Customizing Templates for TVTo begin garnering opportunities for TV media coverage, use the templates available to you on the Extranet unique for broadcast coverage opportunities. Most television coverage of Operation Christmas Child comes from in-studio broadcast programming or on-site coverage of drop-off locations or events. Here are some simple tips to get you started.

On-site Coverage On-site coverage is arranged by a reporter or news assignment editor, often only hours in advance. (A story produced this way might run for several days after the initial coverage is gathered.)

1. Customize the email pitch and press release* so that all the sections highlighted for local information have been filled in, and the highlights have been removed. Use the Associated Press Style Quick Reference Guide handout in the Preparation section of this handbook to check your customization for correct grammar and style use.

2. Paste the email pitch and press release* template you customized from the Tool Kit* into the body of the email. Use the first name of your contact if available; if you’re sending to the news desk*, a personalized greeting is not as important.

3. Utilize the email subject line provided in the Tool Kit* template. Customize highlighted sections with local information as appropriate.

4. Customize an opening sentence to show relevance. This could relate to your partnership from previous

What’s Newsworthy?

TV stations are looking for local, current (happening now) news, engaging interviews or unique community member interest stories – always with visual elements.

TV stations are often interested in Operation Christmas Child drop-off locations, large packing parties, community involvement and interviews with local volunteers or shoebox recipients.

Take a look at the Year at a Glance checklist and full list of staff roles in the Preparation section of this handbook

NOTES:


Operation Christmas Child coverage, similar story interest expressed by the contact or personal relationship with contact.

Example: This week, dozens of people from (city) will pack an estimated 300 shoeboxes full of gifts for children in need around the world at an Operation Christmas Child packing party. This story is a perfect fit for your station’s “Seasons of Giving” series on volunteerism in our community.

In-Studio ProgrammingLocal broadcast programming like morning, noon, evening or cable shows produce longer, more relaxed segments than on-site coverage. These are perfect venues to tell the story of Operation Christmas Child through shoebox packing demonstrations, interviews with key volunteers or participants and action items for community involvement. Interviews for broadcast programming are arranged by producers, usually weeks or months in advance.

1. Customize the email pitch template in the Tool Kit*, and send to a producer or program director.

2. Suggest Operation Christmas Child for one of their upcoming segments, but allow your contact the flexibility to tell that story in a way that fits their programming goals. Your contact may have a vision for the story that differs from yours; remain open to collaborating creatively.

3. Provide your contact with TV-specific resources like area team goals and information, b-roll*, photos and the Operation Christmas Child logo (see below). This will help the editing team produce the segment; try to make their job as easy as possible.

4. Once you’ve arranged the segment, make sure that the interviewee is on time and prepared. Clarify any logistical details with your contact: whether the interviewees will be sitting or standing, whether a table will be present, what props will be needed, etc. Take steps to ensure that the interviewee is comfortable on camera and is familiar with the

NOTES:


Operation Christmas Child Fact Sheet*.

Pitching TV• Do not pitch to station manager. That role in particular

deals with operations for the station itself, not news assignments.

• If you know someone at a TV station (a reporter, anchor or producer), you still need to contact the assignment desk first. When you talk to your personal contact, give them the information about the event, but also let them know you have already spoken to the assignment desk. Ask if they would follow up with the assignment desk to make sure the story idea does not get lost or forgotten.

• Point out the visual aspects of the story. TV stations will be more interested in your story if something is happening (children doing a shoebox assembly line, volunteers shopping for or packing their shoebox gifts, etc.).

TV Stations in Large MarketsPitching* media opportunities to a large market will have its own nuances. Large markets usually have a population of 500,000 and 10+ TV stations including all major affiliates. Since multiple Area Teams may fall within one media market, we recommend the teams work together to determine who will reach out to each outlet. Here are some tips for large market media outreach.• In large markets, there may be several stations affiliated

with the same network (e.g., CBS2/KCAL9 in Los Angeles). Be sure to pitch each station’s assignment desk individually.

• Pay attention to any station bureaus* that may be located in a market suburb. Pitch those located near your story area.

TV Stations in Small MarketsSmall markets have up to four TV stations. Here are some tips for small market media outreach.

• Television stations are increasingly operating with smaller news budgets, especially in small markets. This means there may only be one crew handling all on-location coverage. Equipping the station with as much information

Things to Know

TV Key TermsB-rollKill DatePSAs (TV)News DeskPitchingSound BitesMedia AdvisoryPress Release

TV Media ContactsPromotions DirectorProgram/Production DirectorStation/Operations ManagerAssignment EditorProducerNews DirectorReporterNews Anchor

TV ResourcesNewsroomTool Kit


NOTES:


as possible, providing b-roll* and offering to come into the studio may help increase your chances of getting coverage.

• Some small markets may operate on a pool system, where each day one station is assigned to collect footage for all of the others. If this is the case in your market, be sure to find out from the outlet’s news desk* which station is assigned as the pool for the day of an event and pitch accordingly.

• Small-market television stations may have their own local morning shows (especially FOX affiliates). Don’t overlook these opportunities for in-studio time. Unique feature stories are best for this venue.

Following up for TVNow that you have emailed your release, increase the effectiveness by following up with a phone call to the media contacts who received your initial pitch. Doing so can make your story idea stand out. For TV coverage, you may also choose to pitch by phone first and follow up by email. TV stations receive an even larger volume of pitches than print outlets do, so phone contact is even more critical to success than in print. Here are some tips to following up correctly:• During the pitch, be friendly, not pushy. • Do not call first thing in the morning or close to the

media’s afternoon deadlines. The ideal time to call a TV station is typically between 8 a.m. – 11 a.m.

• News desks and news offices are a fast-paced environment. Do not bog down news contacts with small talk. Get to the point quickly.

• Call the station’s main number and ask for the news desk*. Be pleasant and conversational.

• When the person answers the phone, ask if they have received your story idea and if it has been assigned to a reporter. That conversation might sound something like this:

“Hello, this is (name) from Operation Christmas Child. I sent this desk a story two days ago (Mon/Tues/etc.) about [brief description] in your local town. Would you be able to tell me if this story has been assigned to

NOTES:


someone for coverage? If so, I’d love to connect with them and provide more information or arrange specific interview opportunities.”

• It’s also likely that the story has not been assigned to a reporter. In that case, you might ask follow-up questions like this:

“The story’s about volunteers in the community doing something extraordinary to make a difference in children’s lives. Is there someone on your team who might be interested in this coverage opportunity?”

• Make sure to give media contacts everything they need. Confirm that they have the email pitch and press release* you sent to them earlier, and direct them to samaritanspurse.org/occnewsroom for additional background including fact sheets*, photos, etc.

• Tell reporters and editors who will be available for interviews, and give them several options if possible. Interview opportunities may include:

ᴑ Regional directors and regional managers ᴑ Shoebox recipient speakers, if they are coming to your coverage area for a speaker tour


Responding to MediaOnce you pitch your story and follow up, be ready to receive emails and phone calls for more information. Follow these tips when responding to interested media contacts:• Promptly return media calls and emails—preferably within

an hour but absolutely within 24 hours.• Let media know they have immediate access to media

materials at samaritanspurse.org/occnewsroom. • If a reporter requests an interview, ask the following

questions: ᴑ What is your deadline? ᴑ How long do you expect the interview to take?

NOTES:



ᴑ What is the focus of your interview? (What is your angle?)

ᴑ Will the interview be live or recorded?• Ask for the media contact’s phone number. Tell him or her

you will alert the requested interviewee(s) and then call him or her back.

• Immediately notify the requested interviewee(s) about the opportunity.

Preparing for TV InterviewsNow that you have secured TV coverage, here are some tips to prepare for a live interview. Consider the visual elements of your location. What is in the background? Avoid restroom signs, trash cans or windows that cause glare. Instead, frame the interviewee with Operation Christmas Child signage, shoeboxes or lively activity in the background. What is the interviewee wearing? Older cameras have difficulty capturing tight patterns and solid white or red clothing. Choose darker-colored logo wear. Stay relaxed and confident.

After the Pitch / Interview• Do not ask to see the story before it runs.• Do not thank your media contacts for their interest in your

story. Remember that this is their job to cover local news and to thank or affirm their work makes it seem like they did you a favor.

TV-specific Resources• B-roll: High resolution video footage of Operation

Christmas Child collection sites, volunteers, distribution, etc., is available for download at samaritanspurse.org/occnewsroom or on DVD by request.

• FCC TV Station Profiles: stations.fcc.gov This is a link to the Federal Communications Commission’s site for TV station profiles. Just type in your television station identifier (Example: WKRN) on the search bar, and it takes you to their public file, including a contour map of area reach. This will help you figure out TV station reach.

• Public Service Announcements (PSAs): Public service announcements are available in video format for TV


NOTES:



http://stations.fcc.gov


stations. These are available in the newsroom* and by ordering a DVD (in requested format) through your Regional Office.


NOTES:


RADIO OUTREACH

Who to ContactYour media list will provide contact information for stations operating in your area. Consult local business listings, radio-locator.com, and station websites for further information. When considering which stations you’d like to approach, prioritize Christian stations as they will most readily identify with our mission and messaging. If you plan to approach secular stations, first research the outlet to ensure that it has a wholesome and credible reputation locally. Next consider the size of the stations you’d like to approach.

Larger, 100,000-watt stations have greater reach but greater demands on their air time, while smaller 5,000-watt stations have lesser reach but are often more open to a partnership. A balanced strategy will include stations of all sizes.

Researching Radio Stations Try to locate the following information through station websites and your provided media list: • General station information including; call letters,

frequency, wattage, company owner, station location, GDA*, station topics, and broadcasting properties.

• The station’s format or genre. Examples: Top 40, Talk Radio, Country, Christian

• Radio staff contacts and bios. Note contacts that have interests in local charitable projects.

• Programming schedule, including syndicated shows and locally produced programming. Look for the hosts of the shows that would be a good fit for Operation Christmas Child content.

• A missional statement or “About” web page that gives the station’s goals.

Request a list of historical radio participation data from your regional point of contact. This will give you valuable context on existing relationships, like how a station might have worked with Operation Christmas Child in the past and who was the last staff member or volunteer to contact the station. Coordinate your efforts according to that information.

NOTES:

Radio at a glance

Like other products and services, radio stations have a mission that defines their station identity and programming. Audiences choose their preferred stations based on their own needs and expectations: content safe for the whole family, community involvement, news, sports, weather, traffic, inspiration, teaching, humor and so on.

Think about Operation Christmas Child in the context of this relationship. How does working with Operation Christmas Child serve the mission of the station and the needs of the listener?


What to OfferInvestment: Depending on the size, format and goals of the station, you could encourage stations to work with Operation Christmas Child in some of the following ways:• Mention area events like public packing parties and

National Collection Week on their community calendar or during on-air programming

• Host a Web banner or Operation Christmas Child impact stories on their website

• Use allotted public service airtime for Operation Christmas Child public service announcements (PSAs*)

• Include newsworthy events or stories in locally produced on-air news segments

• Invite ministry volunteers or staff to be a part of on-air programming/interviews

• Broadcast remotely from a drop-off location

Benefit: It’s important to provide a benefit to the station as well. Some of these “wins” for the station might include:• Community involvement. Local project information (drop

off sites, events, collection totals, etc.) draws listeners to the station. Example: “Your community packed 30,000 shoebox gifts last year with Operation Christmas Child, meaning your listeners are actively participating in this project and could benefit from hearing more on your station.”

• Quality programming. Content that matters to listeners, including inspirational stories from local volunteers and shoebox recipients, helps the station engage and retain listeners.

• Giveaways. Branded promotional items are useful for on-air giveaways and promotional events.

• Reputation. A partnership with Operation Christmas Child provides a station with name recognition and identification. That relationship is a two-way street, as the partner seeks to reach the station’s audience and the station strives to serve that audience well.

• Listener engagement. Whether it’s calling in to the station, interacting with Operation Christmas Child content online

Things to Know

Radio Key TermsKill DatePSAs Key MessagesLive-read ScriptsSound BitesMP3

Radio Media ContactsHost Promotions DirectorProgram/Production DirectorStation/Operations ManagerProducerPublic Service Director

Radio ResourcesNewsroomTool Kit


NOTES:


or meeting station personalities at events, this content keeps listeners engaged with the station longer and extends their influence.

Radio OutreachNow that you’ve decided which stations to work with and what to offer, you’re ready to contact them. Work with your contact to develop a promotional plan that balances the value generated for the ministry and for the station. Be open to generating new ideas with your contact. This process only works through a healthy, personal relationship with the station’s staff. Be reliable, consistent and courteous in your professional interactions. Your regional staff can guide you in creating this proposal and maintaining these relationships.

Below are examples of how to do this.

Phone: A call to a station might sound like this.

“Hi, this is [name], I volunteer with Operation Christmas Child. I was calling to speak to someone about becoming a part of [station]’s programming. Do you know who that would be?”

When directed to the appropriate contact, ask if they have a minute to talk. If not, ask when you might be able to reach them at a better time. If yes, continue below:

“Operation Christmas Child is a project of international relief organization Samaritan’s Purse that distributes gift-filled shoeboxes to children in need in over 100 countries annually. The project is a year-round volunteer effort that involves local individuals, churches, families, organizations, and businesses. I live in [city] and work with volunteers based in the [area team name] area. I know your station is very community-focused, so I thought you might interested in partnering with this volunteer effort through some specific programming or promotions opportunities. Does that sound like something that would benefit your listeners?”

If the contact is interested, provide some of the investments and benefits you’ve identified from the previous list, and work with your contact to execute them. You might send

NOTES:

Media Tip

Since radio is a changing industry, responsibilities are becoming more fluid among station contacts, especially at smaller stations. You might find that a contact listed as on-air talent also produces the station’s news programming or that the general manager of the station is coordinating PSAs.


them printed materials, set up a time to meet together in the studio, or work out further details through email.

Voicemail: A voicemail to a station might sound like this:

“Hello, this is [name], and I volunteer with Operation Christmas Child, a project of international relief organization Samaritan’s Purse that distributes gift-filled shoeboxes to children in need in over 100 countries annually. This year volunteers, churches, businesses, and community groups are hoping to collect [local goal] shoebox gifts in your listening area. I was calling to speak with someone about partnering with this volunteer effort through some specific programming or promotions opportunities. I can be reached by phone at [phone number], and I’ll send you an email after this call in case that is a more convenient way to connect. Thank you for your time and I look forward to hearing from you.”

Email: Your email to a station contact might look like this.

Hello [contact name],

Volunteers, churches, businesses and community groups in your listening area are working to collect [local goal] shoebox gifts for Operation Christmas Child this year. Each gift has the potential to change a child’s life in one of 100 countries worldwide.

This project is a great match for your station’s goal of [station goal] because [reasons].

I was hoping to speak with someone about partnering with this volunteer effort through some specific programming and promotions opportunities. I can also be reached by phone at [phone number] if that is a more convenient way to connect. Thank you for your consideration, and I look forward to hearing from you soon.

Best,[Signature]”

NOTES:


General Pitching Tips• During the pitch, be friendly, not pushy. • News desks and news offices are a fast-paced

environment. Do not bog down news contacts with small talk. Get to the point quickly.

• Tell media contacts who will be available for interviews, and give them several options if possible. Interview opportunities may include:

ᴑ Regional directors and regional managers ᴑ Shoebox recipient speakers, if they are coming to your coverage area for a speaker tour


• Make sure to give media contacts everything they need. Confirm that they have the email pitch and/or press release* you sent to them earlier, and direct them to samaritanspurse.org/occnewsroom for additional background including fact sheets*, photos, etc.

Responding to MediaOnce you pitch your story and follow up, be ready to receive emails and phone calls for more information. Follow these tips when responding to interested media contacts:• Promptly return media calls and emails—preferably within

an hour but absolutely within 24 hours.• Let media know they have immediate access to media

materials at samaritanspurse.org/occnewsroom. • If the radio station contact requests an interview, ask the

following questions: ᴑ When would you like to do the interview? ᴑ How long do you expect the interview to take? ᴑ What is the focus of your interview? (What is your angle?)

ᴑ Will the interview be in person or over the phone? ᴑ Will the interview be live or recorded?

• Ask for the media contact’s phone number. Tell him or her you will alert the requested interviewee(s) and then call

NOTES:



him or her back.• Immediately notify the requested interviewee(s) about

the opportunity.

Affirm participating Christian radio stations Your partnership and ministry through Operation Christmas Child is having a global impact, and millions of children are hearing the Gospel because of your efforts. As a Media Relations volunteer, you have the privilege of sharing this same sentiment with radio stations with whom you have worked. Authentic affirmation can be powerful, and we want to build this into the fabric of our relationships with Christian radio stations in the first quarter of the year.

Affirmation is an essential step in our continuing effort to strengthen relationships with Christian radio stations, through a phone call or an e-mail. The reality is that many radio station contacts may not be fully aware of the incredible difference they are making in promoting the project to their listeners.

Depending on your relationship with the station and your own availability you may choose to contact a station by e-mail. However, phone affirmation is more personal and it should be used first if at all possible.

Affirmation invites others to understand the eternal value behind their task. When people understand the value behind the task, they are more likely to repeat that behavior time after time and year after year.

Sample phone script As you are contacting Christian radio stations who had some engagement with Operation Christmas Child during the past season, you may wish to use the below script as a guide for what to say. See the next page for a worksheet that will also help guide your interactions. During the affirmation call, use your judgement as to whether you talk about future plans with the station. It’s okay to set up a time in the spring to discuss ideas. We first want to make sure they feel affirmed.

You may need to adjust this script based on your relationship

NOTES:


with a station. Use this as simply a guideline so you don’t sound scripted:

“Hello, I’m ____________ and I am part of the Operation Christmas Child Volunteer Team in the {area team} area. I am calling today to thank {station name and any station contacts} for the on-air promotion of our ministry last year to your listeners! Through your participation/partnership, _____ shoebox gifts were collected last year in the {area team} area. That’s ______ opportunities to share the message of Jesus with children around the world! This is a critical part of the more than _____ million gifts that were collected throughout the United States. Every shoebox gift, which becomes a Gospel opportunity, is important! Through you and your station’s involvement, the impact of simple shoebox gifts is being felt in more than 100 countries.”

(Give them a chance to speak and share their excitement as well.)

“We are excited about how God is using our service together to reach distant places from right here in ________. I will look forward to keeping in touch with you and trust that working with Operation Christmas Child will continue to be a blessing to you and your listeners in the coming year.”

(Sample Affirmation Email) Email is another great way to affirm Christian radio stations in their efforts to serve alongside Operation Christmas Child. Here is a template you can use:

Hello {contact name}!

As we move into the new year, I wanted to make sure that I told you how much we appreciate {station name}’s participation/partnership in {last year}. Operation Christmas Child experienced a record-breaking year, with more than {United States collection total number} shoebox gifts donated in the United States and more than {Area Team collection total} from the {Area Team name}

NOTES:


area alone.

Through your station’s promotion of the ministry, the impact of simple shoebox gifts is being felt around the globe. A total of more than ___ million children will receive a gift, have the opportunity to hear the Gospel, and many will connect with a local church for on-going discipleship through The Greatest Journey.

{Spiritual Impact Story}

This is just one among millions of stories of how God is working through Operation Christmas Child. It remains a great blessing to serve alongside you in this effort, and we are here to support you in any way we can. We’re aiming to reach another record-breaking number of children in {this year}. Would you be interested in confirming your participation/partnership this year? Are there items, information, or other aspects of the promotion that worked well for you in {last year}? Is there something new we can provide that would improve the experience for you or your listeners?

I will look forward to hearing from you and trust that Operation Christmas Child will continue to be a blessing to you and your listeners in the coming year.

God Bless, Your Name Operation Christmas Child{Area Team Name}

Radio-specific Resources• Radio-Locator.com: This site allows you to find radio

stations by city, ZIP, or call letters and then provides useful information about that station, such as contact information and a coverage map graphic.

• Public Service Announcements (PSAs): Public service announcements are available in Spanish and English at samaritanspurse.org/occnewsroom. They range in length from 15 to 60 seconds. Some of these PSAs are celebrity endorsements for the project or overseas partners.

NOTES:

http://Radio-Locator.com


• PSA Live-Read Scripts: These are PSA scripts that you can send to a radio announcer who would like to do his/her own voice announcement about Operation Christmas Child on the air. These will be available in the 2016 Tool Kit*.

• Give-Away Items for Radio Stations: Ask your Regional Office about items that may be available to offer radio stations.

• Radio Affirmation Worksheet: Use this worksheet to guide your conversations with Christian radio stations in your coverage area. (Found in Appendix)


NOTES:


NEXT STEPS

Recording Media CoverageTracking media coverage and relationships throughout the year provides a record of success and growth. Having this type of information provides helpful context for future Media Relations volunteers. Each year, a report of coverage is generated through a third-party service called Cision, and through volunteer reporting.• Cision finds and collects print, Internet, and TV coverage

in which Operation Christmas Child is mentioned. This monitoring service oftentimes misses media hits and can often not reflect accurate results of your media efforts. For this reason, sharing your media successes as they occur to your regional point of contact is crucial.

• Tracking efforts rely entirely on volunteer reporting for current information about radio participation and on-air activity.

• Be sure to let your regional point of contact know whenever you come across local Internet, print, radio, or TV coverage. Include as much of the following information as you can:

ᴑ Name of the outlet ᴑ Type of outlet (TV, print, internet or radio) ᴑ Show name, if applicable ᴑ Publication or airing date ᴑ City and state ᴑ Number of times the story or PSA* aired ᴑ Media contact name ᴑ Who facilitated the coverage (name, role, Area Team)

Evaluating EffortsAt the beginning of each year, it will be important to evaluate challenges and successes from the previous years to determine priorities and direction for the upcoming year. Here are some questions to ask when evaluating your efforts:• Did this relationship yield a high or low amount of

coverage?

Media Tip

Examples of Media HitsCalendar PostingNewspaper ArticleOn-air Radio TalkRadio InterviewTV/Audio PSATV InterviewTV Mention/Live Coverage

Not Media HitsBillboardChurch BulletinEmail BlastPrint AdvertisementsSocial Media PostWeb Banner

NOTES:


• Did this media outlet require a high or low amount of attention and effort?

• Where was most of my time spent?• Did our team achieve our goals from the previous year?• What were our biggest challenges from the previous year?• How can we improve in this year?

Moving ForwardAs you complete your initial ministry-specific training, consider what your next steps will be in your role. Take into account the Year at a Glance checklist provided at the beginning of the training, the time of the year, priorities set by your regional point of contact and opportunities in front of you. Keep your handbook close by for reference and reminders. Pray over these steps; ask the Lord to open doors and lead where He is calling you to apply your efforts.

My next steps:

Step 1:

Deadline:

Notes:

NOTES:


Step 2:

Deadline:

Notes:

Step 3:

Deadline:

Notes:

NOTES:

Page | 51OCC Media Relations Team Member Ministry HandbookAPPENDIX

APPENDIX

In this section of the handbook you will find a variety ofresources and tools that will be useful to you as you serve inyour role as a Media Relations Team Member.


AREA TEAM PROFILE WORKSHEET

Use this worksheet to track core information you learn about your coverage area throughout the season.

City/County (List suburbs, small towns, or outlying counties that should be included):

Key Volunteers in Area (list people who know the community well):

Name/Role: Phone:

Cell Phone: Email:

Name/Role: Phone:

Cell Phone: Email:

Name/Role: Phone:

Cell Phone: Email:


Closest Processing Center:

Media-appropriate Drop-off Location: This is a drop-off location with plenty of visual activity and an interview-ready volunteer.


Name/Role: Phone:

Cell Phone: Email:

Location: Best person to contact if media want to visit:

Phone: Cell phone:

Address: County:

Best person to contact if media want to visit:

Phone: Cell phone:

Busiest times during collection week:

Previous year’s collection numbers: Current year’s collection goal:

Address: County:


Phone: Cell phone:



Spokespeople: List the names and phone numbers of key volunteers living in the target market who are well-spoken and equipped for media interviews:

List the names and phone numbers of children participants living in the target market who are well-spoken and willing to talk to the media (Include their parents’ names):

Local Shoebox Statistics:



Address: County:


Phone: Cell phone:



How many shoeboxes were collected in the area in the previous year?

How many shoeboxes were collected in the state in the previous year?


Pitching Points for Tool Kit Templates:

Special Press Release Ideas:(Remember to obtain appropriate approval for non-templated story content before use.)

What is the area goal for the current year?

What is the regional goal for the current year?

Back to School:

Drop-Off Location Opening:

National Collection Week:

Build-A-Shoebox Online:

Letter to the Editor:

Event Advisory:

Please describe a local group that is active in raising awareness of Operation Christmas Christmas and encouraging other organizations to participate in the project (i.e., a scout troop that visits businesses about involvement or a private/Christian school that collects boxes and hosts a community packing party). Include contact information for the best person to contact about potential media coverage.


Describe unique people/efforts involved in shoebox collection in your area (i.e., someone who makes lots of items for shoebox gifts, a shoebox recipient, a child who has received a letter back from recipient, a person who has been collecting boxes all year). Include contact info.

Describe possible photo opportunities (i.e., loading shoebox gifts, Christian school groups delivering boxes, family and/or group projects, firefighter involvement). Be sure to include dates, times, locations and contact information.


MEDIA OUTLET STAFF ROLES

Program and Production Director: Directs and coordinates daily radio station content. Responsible for the entire on-air product. They develop program schedules and supervise production, often times recording and airing programs.

Station and Operations Manager: Supervises and coordinates schedules and workflow. Responsible for the station’s success and profitability. Oversees each radio program that is on the station and makes final decisions on what content is aired, which songs are played and what news stories are included. They also coordinate daily network operations, underwriting and continuity.

Host: Also known as a radio personality or on-air talent. Communicates the attitude and vibe of the show or station, introduces their station’s playlist, facilitates discussion and gives news, weather and traffic-related updates.

Producer: Compiles all of the elements of a radio newscast or TV broadcast into a cohesive show.

Promotions Director: Promotes the image, programs and activities of a radio station, through contests, events and activities. They work closely with the program director to think up promotional and marketing ideas, to find sponsors to co-promote the idea and to find prizes for the station to use during promotion.

Public Service Director: Screens incoming PSA submissions from organizations. They often write and produce content to promote the local community.

Publisher: Is the chief executive officer of a newspaper and is responsible for the administrative and financial operations of the corporation; carries primary responsibility for ensuring profitability.

Editor: Determines the content of a newspaper by deciding which stories are newsworthy.

Assignment Editor: Selects, develops and plans reporting assignments – either news events or feature stories – to be covered by reporters.

Features Editor: Determines the content of the features section.

Religion Editor: Determines the content of the religion section.

News Director: Is in charge of the news department whether at a TV broadcast station or network or a newspaper. Typically, the news director supervises the entire news staff, including


journalists, news presenters, photographers, copy writers, television producers and other technical staff.

Reporter: Also known as journalist, gathers news for newspaper and TV broadcast and keeps the public informed about important topics. Reporters may obtain the information they need from a number of sources, such as personal interviews, live coverage or news briefings. Some reporters specialize in covering the news in a certain field, such as religion, science or politics.

Staff Writer: Is a writer who is employed by the newspaper rather than a freelance journalist.

News Anchor: Also called news analyst or newscaster. Examines, interprets and presents news received from various sources. They communicate news stories, and introduce pre-recorded news and live transmissions from on-the-scene reporters.


KEY TERMS FOR MEDIA

B-roll: Video recording, with or without audio elements, provided by the subject of the story (e.g. Operation Christmas Child), that television stations may use to complete their coverage. This most often refers to raw footage that has not been edited. Example: Footage of gifts being distributed to children

Bureau: An office for gathering or distributing news; often refers to a news office set up in a city or country other than the primary operations center.

Blog: A website, usually maintained by an individual or organization, with regularly updated entries of commentary, descriptions of events, including photos, videos, links, and other customized content. Short for “web log.” Not a form of traditional media.

Byline: A line in an article that identifies the author, so called because it often begins with the word “by.” This is usually directly below the headline*.

Calendar Advisory: A brief media communication distributed up to six weeks prior to an event, or earlier depending on the lead time needed for publication. A Calendar Advisory lets news reporters and editors know about an event or story so they can put it on their calendars. It also serves as an effective way to secure a calendar listing in print publications.

Dateline: A phrase at the beginning of a print article that gives the date and place of its origin. (e.g. WABASH, Ind., November 14, 2016—)

Earned Media: Media coverage that is not gained by payment. An example would be an article written by a newspaper who received a press release for the story.

Fact Sheet: A tool used to maintain internal and external communication consistency. Contains important dates, numbers and Key Messages.

GDA (Geographical Distribution Area): The geographical area to which an outlet is circulated or broadcast.

Headline: The “title” of the story or press release that follows underneath.

Key Messages: Foundational themes developed annually by Operation Christmas Child on which promotional materials and activities are based. These messages should be used when developing media pitches and preparing for media interviews and are found on the Fact Sheet.

Kill Date: The date after which information in a radio or TV spot is no longer considered relevant or up to date. PSAs should not be played after this date. When asking a radio station to play a PSA, you will communicate this date.


Letter to the Editor: A media communication best for reporting totals, thanking the newspaper for coverage of the project, thanking the community for their support and introducing the project to the community. Written by a member of the community, a “Letter to the Editor” should be sent directly to an editor, not a reporter or photographer. If it is accepted by the publication, a “Letter to the Editor” will be featured on the letters or opinion page and will include the name of the author.

Live-read Scripts: The text of a PSA about a particular subject that can be read on-air by a host within a certain strict time limit. Operation Christmas Child has several pre-approved 30- and 60-second live-read scripts available. If a formal PSA can’t be rolled into the programming, live-reads are a great additional resource to use. These include customizable lines for your particular area. Live-read scripts read by familiar radio hosts may create credibility with listeners.

Media Advisory: A brief write-up alerting media to the basic facts of a story lead, such as who, what, when, where and why.

Media Hit: Coverage by a media outlet for print, internet, TV and radio.

Media Kit: Also known as a press kit, a promotional set of information provided upon request to media contacts which often includes Operation Christmas Child Fact Sheet, relevant contact information and other media resources.

MP3: A format that encodes audio files at a size that can be shared easily; designated by the “.mp3” file extension. CDs contain higher-quality “.wav” files, but are slower and more expensive to distribute.

News Desk: The information hub of a TV broadcasting organization or newspaper. The staff member at this desk is responsible for collecting and distributing news leads to the appropriate department and can be reached through the outlet’s main phone number or email address. (Example: [email protected])

Newsroom: An online web page that conveniently houses all the information a reporter may need to run a story. A newsroom typically includes current and past press releases regarding the organization, fact sheets, photos, PSAs, video clips and other useful links.

Pitching: The act of contacting a media outlet in order to submit a news story idea or partnership proposal (radio). Operation Christmas Child provides email pitch and press release templates in the Tool Kit each year.

Press Release: A media communication distributed via email, fax, or inside a media kit that provides details about an upcoming event or issue, organizational facts, quotes when possible and contact information.


PSA (Public Service Announcement): An effective and economical tool to spread the message about Operation Christmas Child to a large radio or television audience. PSAs generally run 15 seconds to 1 minute in length and are played on air free of charge. Radio and TV stations will accept PSAs in either script or video/audio pre-produced form and retain sole discretion in determining which PSAs run and when. Updated CDs and DVDs of PSAs are produced each year and provided by your regional office upon request. Updated PSAs can also be found and downloaded from the Operation Christmas Child newsroom, which is the recommended method of distribution.

Publicity Value: The monetary value assigned to a particular earned media hit based on certain factors that include length of story, media type and reach of the story, such as circulation or impression numbers.

Social Media: Web-based technologies used to share user-generated content and foster shared online community experiences. Social media allow people to tell their personal stories and engage in other people’s stories using online tools like websites, blogs, discussion boards, photo and video sharing, podcasting and joining social groups. New platforms arise constantly, but examples of platforms used by Operation Christmas Child include: Facebook, Twitter, Pinterest, Instagram, Vine and Tumblr.

Sound Bites: Brief comments taken from recorded interviews and cut to fit time constraints for radio or television stations. Sound bites generally run 10 – 20 seconds, or one to two seconds.

Tool Kit: A virtual resource kit found on the Extranet that comprises customizable email pitch templates, press releases, advisories, Operation Christmas Child Fact Sheet and Franklin Graham biography. Traditional Media: Print, TV and radio.


ASSOCIATED PRESS STYLE QUICK REFERENCE GUIDE

Associated Press Stylebook provides a set of grammar, capitalization and punctuation guidelines which establishes a standardized communication style among news professionals. AP style should be used for all press releases. Here are a few of the guidelines you’ll most commonly need to follow when customizing your releases.

Datelines*• Should always look like this:

Format: CITY, St., Month Day, 2015 – Text of story here.Example: ORLANDO, Fla., Aug. 23, 2015 – Text of story here.

• Months in datelines*: Jan., Feb., Mar., Apr., May, June, July, Aug., Sept., Oct., Nov., Dec.

• Stories from most U.S. cities should have both the city and state name. But, these major cities do NOT need to have the state; they can stand alone:

ATLANTA DETROIT MINNEAPOLIS SALT LAKE CITYBALTIMORE HONOLULU NEW ORLEANS SAN ANTONIO

BOSTON HOUSTON NEW YORK SAN DIEGOCHICAGO INDIANAPOLIS OKLAHOMA CITY SAN FRANCISCO

CINCINNATI LAS VEGAS PHILADELPHIA SEATTLECLEVELAND LOS ANGELES PHOENIX WASHINGTON

DALLAS MIAMI PITTSBURGHDENVER MILWAUKEE ST. LOUIS

• Spell out states with fewer than six letters in their names (Alaska, Hawaii, Idaho, Iowa, Maine, Ohio, Texas and Utah)

• Abbreviate others like this:Ala. (AL) Hawái (HI) Mass. (MA) N.M. (NM) S.D. (SD)

Alaska (AK) Idaho (ID) Mich. (MI) N.Y. (NY) Tenn. (TN)Ariz. (AZ) Ill. (IL) Minn. (MN) N.C. (NC) Texas (TX)Ark. (AR) Ind. (IN) Miss. (MS) N.D. (ND) Utah (UT)Calif. (CA) Iowa (IA) Mo. (MO) Ohio (OH) Vt. (VT)Colo. (CO) Kan. (KS) Mont. (MT) Okla. (OK) Va. (VA)Conn. (CT) Ky. (KY) Neb. (NE) Ore. (OR) Wash. (WA)Del. (DE) La. (LA) Nev. (NE) Pa. (PA) W. Va. (WV)Fla. (FL) Md. (MD) N.H. (NH) R.I. (RI) Wis. (WI)Ga. (GA) Maine (ME) N.J. (NJ) S.C. (SC) Wyo. (WY)

Time• Use figures except for noon and midnight• Always use a.m. and p.m., not AM and PM


• Do not use :00 after an on-the-hour time. Simply use the numeral• Use hyphen to designate time frames

ᴑ Thursday, Oct. 6, 7 p.m. – 8:30 p.m.• Use a colon to separate hours from minutes:

ᴑ 11 a.m., 1 p.m., 3:30 p.m.

Numbers• For numbers lower than 10, always spell them out: “I packed eight shoeboxes last year.”

ᴑ Exception—Ages: “Smith, 9, received a letter from a 9-year-old girl in Ecuador.”• For numbers higher than 10, use the digits: “He packed 223 shoeboxes last year.”• For abbreviated numbers, use the digits: “We collected 7.5 million shoebox gifts in the U.S. in 2013.

Quotations• “It bothers me when public relations writers do not properly attribute quotations,” said John Smith,

a reporter for the Watauga Democrat.• “One time I got a press release with an incorrect dateline*,” Smith said. “I didn’t even read past the

dateline*—I deleted it right away.” • Only write “said Smith” when Smith is followed by identification:

ᴑ “I love being involved with Operation Christmas Child,” said Jane Doe, drop-off site coordinator for Boone. Doe has served in nearly every role available at the site.

• Always write “Smith said” / “he said”: “Ever since I retired in 1995, I have been able to volunteer at the Processing Center, and I just can’t get enough,” she said.

Addresses• Use abbreviations Ave., Blvd., and St. only with numbered address: 1600 Pennsylvania Ave. • All similar words (alley, drive, road, terrace, etc.) are always spelled out. • Always use figures for an address number: 9 Morningside Circle • Spell out and capitalize First through Ninth when used as street names; use figures with two letters

for 10th and above: 7 Fifth Ave., 100 21st St. • Abbreviate compass points used to indicate directional ends of a street or quadrants of a city in a

numbered address: 222 E. 42nd St., 562 W. 43rd St., 600 K St. N.W. New Life Fellowship Bible Church4900 N. Cortaro Farms Road Tucson, AZ 85742

• Do not abbreviate if the number is omitted: East 42nd Street, West 43rd Street, K Street Northwest • Use periods in the abbreviation P.O. for P.O. Box numbers


Highway Destinations• Use these forms, as appropriate in the context, for highways identified by number: U.S. Highway 1,

U.S. Route 1, U.S. 1, state Route 34, Route 34, Interstate Highway 495 • When a letter is appended to a number, capitalize it but do not use a hyphen: Route 1A

Commas• AP Style follows the rule that no comma is used at the end of a series before the conjunction:

ᴑ Correct: Shoebox gifts include toys, hygiene items and school supplies. ᴑ Incorrect: Shoebox gifts include toys, hygiene items, and school supplies.

Operation Christmas Child Jargon• When referring to shoeboxes, use: gift-filled shoebox or shoebox gift (shoebox is always one word)• Do not use the terms “needy” or “disadvantaged” to describe shoebox recipients, instead say

“children in need.”• OCC. Usually AP style allows for the use of acronyms in secondary and subsequent references to a

repeated phrase in a story, where said acronym will not create confusion for the reader. However, we recommend always writing out the entire name Operation Christmas Child.


FREQUENTLY ASKED QUESTIONS IN INTERVIEWS

Questions always asked during an interview:

Q: What is Operation Christmas Child?A: Operation Christmas Child is a project of Samaritan’s Purse and is the world’s largest Christmas project of its kind. Using shoeboxes filled with small toys, hygiene items and school supplies, Operation Christmas Child shares God’s love in a tangible way with children in need around the world – to let them know they are loved and not forgotten. Each shoebox gift is an opportunity to share the Good News of Jesus Christ with a child who may have never received a gift in his or her life. These simple gifts are sent to children affected by war, poverty, natural disaster, famine and disease. Many of these children then enter a 12-lesson discipleship program called The Greatest Journey.

Q: How many shoebox gifts are you planning to collect?A: In 2016, Operation Christmas Child in the United States hopes to collect 9.5 million shoebox gifts for children in need around the world. The project hopes to collect some 12 million gift-filled shoeboxes worldwide.

Q: What are the shoebox gifts for?A: These shoebox gifts will reach 12 million children around the world. A simple shoebox gift can let children suffering from poverty, natural disaster, disease, war or famine know that they are loved and not forgotten.

Q: How do I pack my shoebox gift?A: First, select an age category for a boy or a girl: 2-4, 5-9, or 10-14 years old. Then, fill a shoebox with appropriate toys and other items for a child that age. Popular items include stuffed animals, balls, games, coloring books, school supplies and hygiene items. The children also enjoy personal notes and photos. Be sure to include the suggested $7 donation with your shoebox gift. If you give the $7 online, you can even follow your box to learn its destination country. Everything you need to know about packing a shoebox gift can be found at samaritanspurse.org/occ.

Q: What should people pack inside the shoebox gifts?A: Each box can be as unique as you would like. A few suggestions are small toys, school supplies, non-liquid hygiene items, accessories, a personal note and a photo. Include at least one really great toy, or “wow” item, like a soccer ball or a beautiful doll and build your shoebox gift from there. Make sure your box is full! You can find a list of suggestions on our website at samaritanspurse.org/occ. Operation Christmas Child also regularly shares shoebox item ideas on its social media pages. Also, pray about the items that will go in your shoebox gift.

Q: What should people not pack inside the shoebox gifts?A: Do not include used or damaged items; war-related items such as toy guns, knives or military figures; chocolate or food; liquids or lotions; medications or vitamins; breakable items, such as snow globes, glass containers or aerosol cans. These items could either hurt the children or damage the



boxes. To see an up-to-date list of what can and cannot go in a shoebox gift, visit samaritanspurse.org/occ.

Toothpaste and Candy Messaging if needed:Due to increasing customs regulations, candy and toothpaste have become such items of regulatory issue, they have become a blockage in many countries causing shoebox gifts to not be allowed to cross borders. Because of this, Operation Christmas Child is in a multi-year phase out of toothpaste and all candy from being allowed in shoebox gifts. Toothpaste and candy will still be allowed during 2016 collection, but will become official inappropriate items in 2017. To see an up-to-date full list of what can and can’t go in a shoebox, visit samaritanspurse.org/occ.

Q: How can someone get involved with this project?A: The best way to get involved with Operation Christmas Child is to pack a shoebox gift and drop it off at one of 4,500 drop-off locations during National Collection Week November 14-21. There are also volunteer opportunities, both year-round and seasonal. Many dedicated volunteers work year-round to promote and pray for Operation Christmas Child. You can learn more about volunteer opportunities at samaritanspurse.org/occ. There is also a resource page full of ideas and materials that will help you, your family, church, business or group get involved in Operation Christmas Child.

Q: What are the dates you collect shoebox gifts?A: National Collection Week for 2016 begins Monday, November 14 and continues through the following Monday, November 21.

Q: How can someone find out where to drop off his or her shoebox?A: A zip code locator is available at samaritanspurse.org/occ, so you can go there to find your nearest drop-off location. During National Collection Week, November 14-21, some 4,500 local drop-off sites will open, so there should be one near you.

Q: Is there anything else you’d like to add?A: (Personal Answer)

Questions sometimes asked in an interview:

Q: Can I use any shoebox?A: You can use any shoebox, cardboard or plastic, but Operation Christmas Child prefers that a standard-sized shoebox or small plastic container be used to help ensure that each child receives similarly-sized gifts. Operation Christmas Child does have red and green shoeboxes available to order at samaritanspurse.org/occ.

Q: Can you tell me more about what happens after the box?A: Many children who receive shoebox gifts have the opportunity to enroll in The Greatest Journey discipleship program. This is a 12-lesson, Scripture-based curriculum offered in the children’s native language. Local teachers lead children through the 12-lesson course of The Greatest Journey and




are equipped with the knowledge to continue teaching children once the program is complete. At a graduation ceremony, a certificate and New Testament is given to children who complete all 12 lessons.

Q: How did Operation Christmas get started?A: The program was started in the United Kingdom. Three years after this beginning, the Wales-based shoebox gift project merged in a partnership with Samaritan’s Purse, allowing the ministry to share its 20 years of expertise in relief and aid work and expand the reach of the shoebox gifts to more than 28,000 children that year. Since 1993, Operation Christmas Child has delivered gift-filled shoeboxes to over 135 million children in more than 150 countries and territories.

Q: What does the $7 shipping donation cover?A: The money given with your shoebox gifts is used directly to support the work of Operation Christmas Child – including the costs associated with shipping preparations and materials. The cost of sending a shoebox gift by mail service is much more expensive. Q: Where will my shoebox gift be delivered?A: There is actually a way to follow your box to its destination country by completing your $7 donation form online at samaritanspurse.org/occ. Print out the barcode label and place it on your packed shoebox gift. You will receive an email announcing the destination of your shoebox gift and information about Operation Christmas Child in that particular country or region of the world.

Q: Have you ever given out the shoeboxes yourself?A: (Personal Answer)

Q: How are the shoeboxes delivered?A: Through local partner volunteers, the shoebox gifts are delivered to children around the world using whatever means necessary—sea containers, trucks, trains, airplanes, helicopters, boats, elephants and even dog sleds. Local churches hand out the gifts to children in their communities as a ministry outreach.

Q: Why are you collecting shoebox gifts?A: Shoebox gifts are a way to demonstrate God’s love in a tangible way to children in need around the world, and together with the local church worldwide, to share the Good News of Jesus Christ. For many of these children, the simple shoebox will be the first gift they have ever received.

Q: National Collection Week has passed. How can people still get involved?A: The best way to get involved right now is by packing a shoebox gift at samaritanspurse.org/occ. This is a fun and convenient way to bless a child. You can select items to go inside a shoebox, upload a photo and write a letter to the child who will receive it.

Q: What is The Greatest Journey?A: The Greatest Journey discipleship program is a 12-lesson Scripture-based curriculum offered




through local churches to many children who receive Operation Christmas Child shoebox gifts. It is offered in the children’s native language. Local teachers lead children through the 12-lesson course of The Greatest Journey and are equipped with the knowledge to continue teaching children once the program is complete. At a graduation ceremony, a certificate and New Testament is given to children who complete all 12 lessons.

Questions rarely asked in an interview:

Q: Can you tell me a story about the impact of the shoebox gifts?A: (A spiritual impact stories about a child receiving a shoebox gift can be used to respond to this question. Example stories are available at on the Extranet in the “From the Field” section.)

Q: How does the ministry decide who receives shoebox gifts?A: Operation Christmas Child works with local ministry partners in more than 100 countries to identify the children who receive these shoebox gifts. These local partner volunteers are part of National Leadership Teams that work with local churches to arrange outreach events where shoeboxes are handed out to children.

Q: Do all the gifts get to children before Christmas?A: The shoebox gifts are shipped from Operation Christmas Child’s processing centers beginning in late November, and depending on the distance they must travel, some of them are delivered by Christmas. Most of the gifts are sent via ship. Due to international shipping processes, distributions typically occur from late December through spring each year, extending the joy of Christmas to children who receive them.

Q: Do you put Christian tracts/literature inside the shoeboxes?A: Operation Christmas Child does not insert religious literature into the boxes. As shoebox gifts are distributed, local pastors or church leaders present the Gospel in a fun way designed for children. Along with their shoebox gift, children also receive The Greatest Gift booklet, a colorful presentation of the Gospel in their own language. However, the shoeboxes are distributed regardless of whether the children accept this booklet or not.

Q: How can someone go and deliver the shoebox gifts to children?A: Operation Christmas Child relies on National Leadership Team members who are living and working in the countries where shoebox gifts are distributed. They work year-round to establish ministry partners who will hand out the shoebox gifts and conduct follow-ups with the children once distributions are completed. This gives local churches the opportunity to reach the children and their families more effectively and efficiently by establishing relationships where they are able to share with them the love of Jesus Christ. This is ultimately the goal and purpose of Operation Christmas Child.

Q: Don’t you think that needy kids need more than just toys?A: A simple message of hope and love can make a tremendous impact in the life of a child, their family


and entire community. Other projects of Samaritan’s Purse work to meet other critical spiritual and physical needs. Operation Christmas Child addresses a need for which children are desperate—the need for hope, love and salvation in God’s son Jesus Christ. In many cases, items like school supplies allow children to attend school and receive an education.

Q: Don’t you think children in the United States need gifts at Christmas too?A: There are several organizations that focus on giving gifts to children here in the United States. Operation Christmas Child’s focus and call is sending gifts to children in other countries. Our mission is to provide local partners around the world with shoeboxes filled with small toys, hygiene items and school supplies as a means of reaching out to children in their own communities with the Good News of Jesus Christ. We ship these simple gifts to children in more than 100 countries affected by war, poverty, natural disaster, famine and disease.

Q: Do you redistribute items in the boxes if they are too full?A: Operation Christmas Child strives to maintain the integrity of each shoebox with the understanding that each box is a participant’s personalized, unique gift to a child. Our policy is not to split up shoeboxes or interfere with the contents, except to remove inappropriate items—liquids, war-related items, perishable or breakable items, etc.—which we advertise to not include. Where needed, we do add other appropriate items that are donated to complete less-than-full boxes.

APPENDIX


INTERVIEW TIPS

As a Media Relations volunteer, you will often be asked to speak to media on behalf of Operation Christmas Child, or arrange such interviews with other volunteers. As you prepare for these interviews, keep in mind the following tips.

1. Treat Media as Invited Guests: Prepare for the interviewer’s arrival by designating appropriate interview spaces, providing visually appealing backgrounds and assigning appropriate interviewees.

2. Understand the Audience: Consider the diversity of your audience. The audience will be much less informed about Operation Christmas Child than those who are participating in the project. Do not take for granted that reporters, readers, listeners or viewers will know anything about shoebox collections, distributions, project history, shoebox goals, etc.

3. Opinion v. Fact: Do not express an opinion if a fact can be stated instead. For example, refer to a specific family or church that participated in the project and had a meaningful experience doing so rather than generalizing that “hundreds of lives have been impacted by this project.” Make sure that any statements made can be backed up by facts. Refer to the Fact Sheet* before all interviews so that you can include the messaging in your responses. When a reporter asks a question, try to include important, basic information about the project while still answering the reporter’s question.

4. Quotes: Remember that reporters have the right to publish anything said to them during an interview. There is no “off the record.”

5. Jargon: Avoid religious or Operation Christmas Child-related jargon. Project-related terms may be completely foreign to a reporter who is unfamiliar with Operation Christmas Child or Samaritan’s Purse. For example, say “Operation Christmas Child” rather than “OCC.” 6. Sound Bites and Self-Contained Answers: In order to be quoted effectively, answer questions in complete sentences that can be edited into 10- to 20-second sound bites. Some reporters will wait before asking another question because they know that many people will feel the need to fill the silence with inappropriate or off-topic comments. Once the question has been answered, stop talking. Wait for the reporter to ask the next question. Each answer should be self-contained. For example, when answering, try to avoid saying things like “as I said before.” Do not assume the information from a previous answer will make it into the finished news story.

7. Eye Contact: Look at the reporter when listening and responding to questions. Do not be distracted if a camera is present.

8. Take Your Time Before Answering: Unless the interview is live on the radio or TV, there is a little freedom to pause and think about answers before starting to speak. Speak slowly and clearly.


9. Choose an Impact Story: Familiarize yourself with the impact story of a child who received a shoebox gift.

10. Responding to Media Outlets: In some situations, the media may contact you for information, a response or interview. It’s important to return their call or email promptly – preferably within an hour, but absolutely within 24 hours. Also remember:• Let media know they have immediate access to media materials about Operation Christmas Child at

samaritanspurse.org/occnewsroom. • If a reporter requests an interview, ask the following questions:

ᴑ What is your deadline? ᴑ How long do you expect the interview to take? ᴑ What is the focus of your interview? (What is your angle?) ᴑ Will the interview be in person or on the phone; recorded or live? ᴑ What is the best number to reach you at? ᴑ Tell them you will alert the requested interviewees and follow up.



HANDLING DIFFICULT MEDIA QUESTIONS

Here are scenarios of being asked difficult questions and how to respond:

If you are asked questions about a topic unrelated to Operation Christmas Child (including questions about other Samaritan’s Purse projects, Franklin Graham, etc.) the best response is to say:

“I’m actually not the person you should talk to about that, but I can tell you about what we are doing here today for Operation Christmas Child...(and then share more about the project).”

If they press for information, please direct them to [email protected].

If you are asked a question about a topic related to Operation Christmas Child that is not already addressed in the “FAQ in Interviews” document and you sense the reporter is trying to paint a negative picture of the project, the best way to handle a reporter is to say:

“As a volunteer, I’m actually not the person you need to talk to about that, let me put you in touch with someone on staff who can help you with that.”

• Ask his or her deadline and immediately email [email protected] about the situation and copy your regional office. Follow up with a phone call to your regional point of contact/regional office so they can pass along information to the Media Relations Manager at headquarters.

• Do not comment on the situation until you have received direction from your regional office or the Media Relations team at Samaritan’s Purse headquarters.

• Never say, “No Comment” as this has a negative connotation and can look like you have something to hide.

If a reporter asks your personal opinion about a topic other than participating in Operation Christmas Child, please respond by saying:

“I’m not a subject matter expert on _________. I’m here to talk about all the great things happening through Operation Christmas Child.”

Or

“I prefer not to share about my personal opinion, but instead to talk about what we are doing with Operation Christmas Child...(and then share more about the project.)”

If you suspect that there is a crisis brewing, please contact your regional office immediately so they can receive direction from headquarters. If you email the situation to [email protected], the automatic reply will also give you a number to reach the Media Relations team at headquarters during regular office hours and after-office hours.

APPENDIX

mailto:OCCMedia%40samaritan.org?subject=




RADIO AFFIRMATION WORKSHEET

Use this worksheet to guide your conversations with Christian radio stations in your coverage area.

Station Name:

Affirmation Information:Use appropriate shoebox collection numbers to show appreciation for their participation. Through their engagement, it was a record-breaking year for the ministry. Consider sharing a percentage increase.

Start your conversation by casting a vision:“Through your station’s promotion of the ministry, simple shoebox gifts are making an impact in the lives of children around the globe. A total of more than ___ million children will receive a shoebox gift, have the opportunity to hear the Gospel, and many will connect with a local church for ongoing discipleship through The Greatest Journey.”

Gather feedback:Take this opportunity to talk through how the promotion went for the station and discuss what could be done in the next year.

Last Year’s Worldwide Collection Total: Last Year’s US Collection Total:

Last Year’s Area Team Collection Total: Last Year’s Region Collection Total:

What is the station’s mission and vision for the year?

“Did the Operation Christmas Child promotions (list examples like PSAs, interviews, etc.) work well for your station?”

“How could these be different or work better for you in the next year?”

• “What’s the best way to communicate with your station and send promotional resources?”

• “What are the best months to actively promote and talk about Operation Christmas Child on the air?”


RecommitmentList plans or strategy for promotion that can be agreed upon for the next year. Try to get specific with PSA plays (weeks and frequency), timeframe for volunteer or shoebox recipient interviews, on-air promotion ideas, etc.

Next Steps:Provide your contact information again and be sure to have the best station contact information for your records.

Type of Promotion Plan of Action

Phone: Email:

Best person to contact for promotional questions:

Back up contact for the station:

Documents

MINISTRY HANDBOOK - Amazon S3 · 2017-08-07 · more than 135 million gift-filled shoeboxes to children in more than 150 countries and territories. o For many of these children, the