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Getting your resources together
When setting up a communications office in your organization you should, ideally, have on hand certain resources including: a telephone with a direct line, a computer, an internet connection, a fax machine, copy machine, file cabinets, a television, radio, a video recorder, a tape recorder, blank video and audio tapes, floppies, CDs, etc.
It is necessary for the public relations effort to have a media database, preferably on the
computer, which lists the current names, addresses, telephone numbers, email addresses, web pages, and any other suitable information of all news media that can appropriately be called upon to publish or broadcast news of your organization and its activities. News media entries on the database should have the reporter’s name, the media outlet
name, the office address, direct telephone, general telephone, fax numbers, the reporter’s mobile phone number and email address. The entry must be classified by type of media and any other information such as deadlines. The database should be updated at least twice a year. If possible, it is useful to keep track of ongoing communication with journalists, including a record of actual interviews, summaries of coverage of your organization, dates of publication or broadcasts, etc.
Not only must you keep track of journalists, their phone numbers, fax numbers, addresses and interests, you must
keep track of the work you are doing and planning. Each time you begin a new project, put all related paperwork - memos, notes, photos, draft media plans, related news articles, reading material etc. - into one file folder. Label the folder clearly in case an unexpected interview arises and others need to find it in your absence. Your filing system should be clear, concise and efficient so that you can access it quickly if you need to respond to media inquiries.
Here are some things you should have on hand to do your media relations work:
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Attractive and effective letterhead. It must include: your logo, the organization’s full official name, telephone number, fax number and address. Also a short motto or slogan of your organization, if such is developed. |
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Banners: You can create a name/logo banner that can be placed behind a speaker at a press conference, so that it will appear in every picture. |
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Banners: You can create a name/logo banner that can be placed behind a speaker at a press conference, so that it will appear in every picture. |
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Press kit/media guide: you should have available at all times a standard set of materials that can be sent to reporters regardless of the story they are writing. This press kit includes important information about your organization. Include your name, an informational brochure, a list of spokespeople and their areas of expertise, positive press clips, editorials and opinion pieces. Include copies of recent reports, surveys, or press releases issued by your organization. Make sure your name, title and direct telephone line are included. |
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Photographs/Videos: If possible, include photographs of your organization’s leadership, and/or photos of projects, events, and people. This helps a print publication in case they do not have the ability to send their own photographers to your event. The same applies for television: if you have video footage available, provide a copy to media and they may just run it. |
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