tips for librarians and advocates on coordinating press events

Contact: Steve Zalusky
Manager of Communications, ALA Public Information Office
(312) 280-1546
szalusky@ala.org
For Immediate Release,
May 6, 2008

Tips for librarians and advocates on coordinating press events

CHICAGO – Thinking of planning an event to publicize your library or spread awareness of a library issue? Then there are several factors to consider.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

Here are a few tips from Macey Morales, media relations manager for the Public Information Office of the American Library Association (ALA).

First, ask yourself the following questions:

  • Is your topic newsworthy, or is it merely noteworthy? Newsworthy information can carry an entire dinner conversation; noteworthy information can only carry on for a minute or two.
  • Do you have video component for TV, graphics/charts, or a personality, if possible?
  • What will you gain from a question-and-answer format?
  • Could an event (for example, a TV crew on a tour of the library) convey your story better?

        If you decide to go ahead, here are some tips:

        • Choose a convenient time
        • Choose an Accessible Location
        • Draft "Media Advisory" in outline form including Who/What/When/Where/Why-list contact person and that interviews are available.
        • Send/fax and e-mail to assignment editors, wire services, etc., two weeks in advance of news conference.
        • Also send your release to individuals who have covered the topic or related news conferences.
        • Follow up with the press at least five business days before the press conference, the day before and day of.
        • Plan to have appropriate background materials, such as press kits that have flyers, fact sheets, and brochures for attendees to take with them.
        • Draft a press release to go in the press kits summarizing news with key quotes and contact name.
        • Plan to have appropriate background materials, such as press kits that have flyers, fact sheets, and brochures for attendees to take with them.
        • Draft a press release to go in the press kits summarizing news with key quotes and contact name.
        • Create an event rundown that provides an overall snapshot of the event. The rundown should include event logistics, media targets, key messaging, event flow, timeline and delegate tasks.
        • Plan on few speakers-no more than four.
        • Keep it short (Total time should be NO LONGER THAN 20 minutes) and to one point.
        • Brief all speakers beforehand (initially by phone and, if possible, in a group prior to the press conference). Talk to them about time, focus, and likely questions.
        • Choose someone to do introductions, direct questions, and end news conference.

              Follow-up:

              • When the news conference ends, call people who said they would attend and did not to set up phone or in-person interviews or another way for them to get the story.
              • Fax, e-mail, or get releases to key outlets that didn't attend and may be interested.
              • Get back to anyone who asked an unanswered question at the news conference.
              • Fax releases to weeklies or others who normally don't send people to cover events.
              • Monitor press coverage-possibly use clipping service and distribute best clips online to a electronic discussion list, etc.
              • Thank those who covered the event.
              • Incorporate any new names, addresses, phone, or fax numbers into press list.
              • Review entire event to determine what went right and wrong. Learn from experience!

              For additional tips, read the American Library Association's "A Communications Handbook for Librarians," which can be accessed online at http://www.ala.org/ala/pio/mediarelationsa/availablepiomat/commhandbook.cfm. You can also learn more information by clicking on the ALA Public Information Office blog, Visibility @ your library, at http://www.pio.ala.org/visibility.