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In order to maximize media coverage of your Lights On Afterschool event, it is wise to develop and follow a deliberate media outreach timeline. In the same way that preparing a budget forces you to develop a management plan for your afterschool program, a media outreach timeline will force you to develop – and if you’re committed to getting attention – stick to a media plan.
Following is a sample media plan. Your plan will differ, of course, depending on how much outreach you are able to conduct and what outreach your event will support.
MEDIA TIMELINE
Following is a sample media plan. It assumes the following outreach activities. Your plan will differ, of course, depending on how much outreach you are able to conduct.
- News release on the day of the event, given to reporters who attend, and faxed or emailed to reporters who don’t attend;
- Media kit on the day of the event, given to reporters who attend;
- Media alert prior to the event, distributed to reporters in advance, for the purpose of enticing them to cover it;
- Pitch letters to local radio and television talk shows, aimed at arranging an appearance for your spokesperson three to five days before the event;
- A pitch letter to the editorial page editor of the largest local newspaper, aimed at arranging an editorial board meeting. The one-page letter should briefly describe why the issue is important to the newspaper’s readers, list the afterschool participants you would bring to the proposed meeting (no more than four), and specifically request a meeting in a given date range;
- Editorial memorandum to other newspapers in the area – a two- to three-page memorandum, to be distributed to editorial writers, making the case for an editorial about afterschool’s importance to the community and calling for more funding from local, state and federal governments, as well as from the businesses and foundations, and others;
- Save-the-date announcement
about the event for broadcast and print calendars;
- Radio public service
announcements (PSAs) about the event;
- A sample newsletter
or web story for supporting organizations;
- Opinion article (or guest editorial) to place in a local newspaper;
- Pre- and post-event letters-to-the-editor
for local newspaper(s); and
- Post-event thank-you notes to media that cover your event.
MEDIA TIMELINE
Six Weeks Before the Event
- Draft and send pitch letter to editorial page editor of major daily newspaper requesting meeting with the newspaper’s editorial board.
- Draft the script for a 60-second public service announcement (PSA) and distribute it to local radio stations. It should promote Lights On Afterschool, and should be written so that it can be read by stations’ on-air talent
(To see sample, click here)
- Draft and distribute a short article (see sample
article) promoting the event for the websites and newsletters of allied organizations.
- Draft and distribute a save
the date announcement to be sent to newspaper calendar sections, as well as local television and radio calendar editors, promoting the event.
Five Weeks Before the Event
- Draft and distribute a pitch letter to local television and radio talk show producers, including local cable access.
- Follow up pitch letter to editorial page editor with a phone call to "make sure the letter arrived," and to see if the editor has decided whether to meet with your group.
Four Weeks Before the Event
- Distribute editorial memorandum to newspapers with which you’re not able to schedule editorial board meetings. You might want to collaborate with other afterschool providers in the area.
- Follow up pitch letter to radio and television (including cable access) talk shows with phone calls.
- Meet with your "editorial board team" to prepare for the editorial board meeting.
Three Weeks Before the Event
- Meet with editorial board of major local newspaper.
Two Weeks Before the Event
- Draft and submit an opinion column to the major local newspaper or to several community newspapers.
One Week Before the Event
- Draft and send unique letters-to-the-editor to local newspapers, promoting the event.
- Distribute media alert
telling reporters of the event to arrive today.
- Begin radio and television interviews, leading up
to the event.
- Begin assembling components of media kit, for distribution
on the day of the event. The kit should include: a
fact sheet about your program: a fact
sheet about Lights On Afterschool (see sample); a fact
sheet about afterschool (see sample); your news release about
your event; a copy of any proclamations from the governor,
mayor, council or school board; a brochure or other
promotional material about your program; copies of
prepared remarks by your speakers; information on
how to enroll students in the program; a list of upcoming
afterschool events; and letters from parents, volunteers
or students describing why they support the program.
Two Days Before the Event
- Distribute updated media
alert to arrive today. Update with new information about who will attend or speak, and any other last-minute changes of consequence.
- Call local media to "pitch" them on attending the
event.
Day of the Event
- Distribute news release
and media kit by hand to reporters who attend; and
- Distribute news release
by fax or email to local reporters who do not attend.
Day After the Event
- Draft and mail a letter-to-the-editor to newspapers,
responding to their coverage, or lack of coverage,
of Lights On Afterschool.
- Send a short email of appreciation to anyone who
wrote or broadcast about the event.
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