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TABLE OF CONTENTS
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Setting
Objectives And Goals - 2 - Guidelines…Concentrate
on What the Press Needs - 3 - Our
Needs - 4 - Getting
Started -5- Media
Relations -6- What
Makes News - 7 - Preparing
News Releases - 8 - Conclusion - 10 - |
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TO:
WORSHIPFUL MASTERS This basic manual is issued to you as a guide for planning and
executing the communications of your Lodge with the media (press) in your area. If you have not already done so, your first important task will
be to select a member of your Lodge who is interested in serving as Publicity
Chairman. No special experience or
background is required…interest and enthusiasm, and a genuine desire to get
out the “good word” about masonry in The Grand Lodge committee on Public Relations hopes that this
information will aid you in developing your lodge’s continuing public
relations program and that it will be a valuable tool to your Publicity
Chairman. |
- 1 -
INTRODUCTION….READ THIS FIRST
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1. As PUBLICITY CHAIRMAN, you are the
representative, spokesman, and point of information for Missouri Masons regarding
activities and events in your local area. 2. As such, you should thoroughly acquaint
yourself with the activities and events to be publicized and promoted for
your Lodge. Whenever the press asks questions over the phone or in meetings,
you should provide the answers. When you do not know the answer, you should say, “I don’t know,
but I will find out. By when do you
need this information?” This response
will immediately establish you as an experienced publicist. If your response is followed with a question such as, “Tell me
what you think.” Or “Take a guess.”
Your answer must be, “I wouldn’t want to give you the wrong
information. Let me check and get back
to you.” Your |
- 2- SETTING OBJECTIVES
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Before
discussing Objectives or Goals, let’s try to answer the basic question – WHAT
IS THE PURPOSE OF FREEMASONRY? Not
what we do…Not our History…Not what we envision…but the actual basic purpose
of Freemasonry. Agreement
on this major point is all-important, because it will become one of the basic
guidelines to judge the validity, acceptance, or rejection of our objectives. With
this in mind, let’s agree that the FUNDAMENTAL purpose of Freemasonry is: TO
BRING TOGETHER MEN OF GOOD WILL and PROMOTE INTEGRITY, FELLOWSHIP, GOOD
CITIZENSHIP, and THE BENEFIT OF Based
on this “purpose”, your communications objectives in your community should be
to: 1. Increase public awareness and
understanding of the purpose of Freemasonry. 2. Increase public awareness of your
Lodge’s community activities and involvements. 3.
Increase
public awareness of any special recognition received by the Lodge or any of
its members. |
-3- GUIDELINES…CONCENTRATE ON WHAT THE PRESS NEEDS
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A Newspaper, Magazine,
Radio Station, Television Station, or any medium that publishes or broadcasts
regularly, faces the problem of filling space or time with news, information,
or entertainment that they feel will appeal to their audience. Their job is not
easy. It requires continuous effort
and a great deal of skill, time, and investment to find the material their
audience wants/requires on a regular basis. Note these guidelines: 1. The media needs news, information,
and/or filler on a regular basis. 2. It must be the kind of material that
“THEY” feel will be of interest to “THEIR” audiences. 3. You have “YOUR” information that you
want them to use. 4. YOU are competing with every other
company, organization, group, or charity for space or time. 5. The Media is NOT interested in what you
want. They are ONLY INTERESTED in what
THEY/THEIR audiences want. 6. Therefore, your information must be
aimed/adapted/presented in a way that meets THEIR needs, THEIR requirements,
and the format THEY require. (NEVER
FORGET!!! It’s Their ball. Their
team. Their ground rules and many
contestants want to play). 7. The easiest way (in fact the only way)
to find out what the ground rules are is to ask. Ask the Editor. Ask the Columnist. Ask the Reporter in your area. Ask whoever makes the decision on what
material is printed or aired. |
- 4 - OUR NEEDS
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Your first step in practicing Publicity by
Objective is to establish your objectives for the year based on the Master’s
plan for the Lodge. Your goals should be designed around thhat plan and schedule.
By checking his program for the Lodge you will have an overview of the
Lodge’s activities for the year and can then plan a series of Press Releases
aimed at the events that will be most newsworthy. Why not write down the phone numbers that you will
need to contact these important people: WM PHONE_______________ STATION MGR PHONE________________ EDITOR PHONE________________ REPORTER PHONE________________ OTHER PHONE________________ OTHER PHONE________________ |
- 5 - GETTING STARTED
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·
Your first step
in getting started is to look through this manual and become acquainted with
its contents. ·
Then review the
objectives (refer to page 2) ·
Establish a goal
for the year, such as placing one publicity release a month or one for each
meeting or event of your Lodge. ·
Obtain a copy
of your Master’s program for the year. ·
Make your plans
around those events that provide the best opportunities for press releases. The following segments of this manual will help
you decide the events that offer the best possibilities, and how to go about
getting your releases placed in the local press. During the year you will receive notices of “news”
and forthcoming events from the Grand Lodge.
Some of these events will present opportunities for community
adaptation and trigger new ideas as well. Once you’ve selected the items and events that
will work best in your community and you’ve outlined your plans on paper, sit
down with the Master and Lodge Secretary.
It is important to discuss your program with them so they have a clear
understanding of your objectives and give you their full support. Chances are they will also have suggestions, ideas
that will help you fine-tune your program.
As a good communicator, you will, of course, keep an open mind in
evaluating and utilizing suggestions. A Sample Press Release….(perhaps your first press release) The event: ABC Lodge Awards Night Step 1. Gather information for your release by
interviewing the key people at the Lodge and the award recipients. Step
2. Select the elements that tell the
story. Analyze your notes, and list the elements of general interest that make up the story’s point of view. Step
3. Decide on the time frame for the
releases. For the sake of this exercise, you’ve decided to do two releases. 1.
Announcing the
selection for the award at a future date. 2.
Announcing the award
has been made.
Both releases will be quite similar, unless there is something that adds a new dimension to the award ceremony. The advantage of doing two releases is that, if the first release is not get used by the media, the second release doubles your chances of exposure. Step 4.
Write the headline and the release. Try writing the headlines and releases on your own, before you look at the suggested solutions. Suggested solution to event #1----ABC Lodge Awards Step 1. The elements of the story Event: Special award for distinguished Masonic Service. Fifty and twenty-five year pins. Work for Lodge Awards. Recipients: Robert K. Links, James A. Crouch, Arthur H. Bishel Presenter: John A. Doe, District Deputy Grand Master, District Number 2. Prizes: Awards Sponsor: ABC Lodge
Step
2. Timing your releases. Release #1 Timed to go out before awards are made. Release #2 Timed to go out after awards are made. Step
3. Headlines and Releases. Release #1 Robert Links to Receive Masonic Award Robert K. Links of The
presentation will be made November 2 at a special awards banquet for the
Lodge brethren, their wives and families.
James A. Crouch will receive his 50-year pin and Arthur H. Bishel will receive his 25-year pin. All presentations will be made by John A.
Doe, District Deputy Grand Master of District Nuimber
2, Grand Lodge of Missouri. The award
for exceptional Masonic service is one of the highest honors that can be
presented to a Freemason. Freemasonry
is the oldest and largest fraternal organization in the world. Missouri
Freemasons celebrate their 175th birthday in 1996. Release #2 Links to Receive High Masonic Award Robert K. Links of Lodge
No. 5 on November 2. The presentation
was made by John A. Doe, District Deputy Grand Master, District Number 2 of
the Grand Lodge of Missouri. The award
recognizes outstanding Masons for distinguished Masonic service. Other awards presented included a 50-year
membership pin to James A. Crouch and a 25-year membership pin to Arthur H. Bishel. Several
brothers were also recognized for their efforts of time and initiative toward
the ongoing upkeep of the Lodge. Over
50 family members, brethren and friends attended the banquet and
program.
Remember*** Information for articles must be timely. DO NOT DELAY. |
- 6 - MEDIA RELATIONS
SHAKE HANDS WITH YOUR TARGET
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Often
guidelines to effective communications overlook one of the most important steps…Person-to-Person
Contact. In your relations with the
media, continuous contact over a period of time, combined with accurate
information, and timely, credible response to questions will eventually get
results. As a communicator for
Freemasonry, you, more than anyone in your area, must know what Masons are
doing locally and around the state. BE
INFORMED SO YOU CAN INFORM. This is
the key. At
the communications media, the people are key.
Remember that they are the professionals. If you follow the next two suggestions, you
will find your assignment to be easier and you will more quickly build a
working relationship with the press: 1. Meet and get to know the press personnel
in your area. Find out the kind of news they are looking for. 2. Maintain personal contact by phone, in
person, by card or letter. 3. You’ve heard the adage, “Names Make
News”. It’s true. The names of your local members, their
activities in the community and to a lesser degree the Lodge, add interest to
your releases. The Lodge’s activity is
of interest only when that activity impacts people or the community. Here are
some things to remember about establishing a good relationship with the
media: 1. Never send a story to the media unless
you feel it is newsworthy and of
interest to the community. 2.
Always use common sense and good taste in your news stories and with your
contacts. 4. Don’t play favorites. If there are more than media source in your
area, allow each an equal opportunity to provide coverage. Never ask an editor to run a story as a
favor. 5.
If
your story is used, remember to say thank you. 6.
If a news contact calls after receiving your release,
answer any questions candidly, quickly and completely so he can complete the
story. If you do not know an answer,
say, “I DO NOT KNOW, BUT I WILL FIND OUT 7.
Don’t be overly dismayed, or call to complain if your
story was not used, or was only used in part.
Sometimes this results from space limitations or reshuffled feature
schedules. Remember, once the story is
in your contact’s hands, it is theirs to use as they see fit. It is a good idea to ask how you can
improve your release. Ask for thoughts
and suggestions. 8.
Always leave a typewritten list of official titles of
officers in your Lodge or District.
Some editors find these helpful to check names and titles in any
subsequent releases or telephone stories.
Important…you must keep that lists UP-TO-DATE. |
- 7 - WHAT MAKES NEWS
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Local Masons, Lions, Elks, Rotary, Kiwanis, K of C,
etc Every group in your area is completing for attention
in the news media. The space or time the news media can give
to social, fraternal and religious news competes with everything else. Some media may have policies against
running such routine articles as organizations elections, appointments, or
achievements. Your “edge” is to know
what the editors are looking for, and give it to them, in the time and format
that meets their requirements. You
must learn to recognize and use publicity only for those things that interest
others. You
can be the originator of more interesting Lodge and District programs, if you
issue a tactful challenge to the appointive officers. “Give me something to publicize,” is a way
to make them aware of the need to think “newsworthy.” If challenged, they are more apt to develop
ides, programs, and projects that have news value. (See our attached list of possible Lodge
activities. Maybe your Lodge can do
something similar.) Be
part of the planning. Know what’s
going on. Operate as though you are
the media. THIS IS VERY IMPORTANT...Insist
on the lead-time you need to do an effective job. At
meetings and planning sessions, you must take accurate notes. These are mandatory in preparing your
communications plan of action and the news releases. If you have quick breaking news, these
notes may be the basis for telephone releases to your media contacts. The
following are some ideas that usually warrant space in many of the media
throughout the state: 1. New or Unusual Approaches to publicize
annual or routine items. This is where
your imagination counts. 2. Human Interest Stories—Everyone
appreciates stories about warmth, humor and unusual events in other people's
lives...especially if it involves youth, the elderly, the community or
deserving people. 3. Look for “new hooks” in your
stories. This might be the single
facet that makes your news story different from all the others. Examples, include any firsts; a program de-
designed to accomplish a unique purpose; unusual participation or involvement
of people; a new twist to your story theme; one-time only events never before
done; occasions that affects the majority of the people; social events,
information, solutions, etc. 4. Look for potential features in your
story…something which people would appreciate knowing more about. Past events, anniversaries, history and
holidays lend themselves to this approach. 5. A flair for the dramatic story, unto
itself, might be less than exciting; but its history, background,
environment, concept, application, or potential impact may make news. 6. Think about the reader. – Each newspaper
has particular visual needs and interests.
Think of the visual potential of your story as if you were an editor
or news director or someone other than a brother…does the idea still “grab you”? If so, GO FOR IT. 7. Initiating or providing support of
elements of prime importance in your community, --such as pollution control,
youth activities, charities, crime prevention, health and educational
activities, urban development, self-help or locally oriented programs for
community betterment—all have news potential. 8. Special Awards received or presented by
well-known spokesmen or authorities, particularly those visitors with
credentials. 9. Guest Speakers, speeches or interviews
presented by well known spokesmen or authorities, particularly those visitors
with credentials. 10. Reaching milestones as they affect local
people and the community. 11. Public installation of Lodge officers,
or for that matter, any noteworthy guest or speaker. Again, the key word is “noteworthy” to the
community. 12. Visitations by Grand Lodge Officers. |
- 8 - MORE TIPS THAT HELP
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Make sure: There
is enough factual information. It
is timely. The
media does not have a policy against publishing
articles of this kind. The facts and the
statements quoted are accurate.. A responsible individual is
available to provide answers to questions after the
article has been received.
Names and phone numbers of informational sources should on
the letterhead of the release That the story reaches the
right person at the newspaper or station. |
- 9 - DO’S &
PREPARING NEWS RELEASE
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1. Writing the News Release a. There are many methods of writing news releases, but
consciously or otherwise, most writers follow the “inverted pyramid”. The diagram below will be helpful in
utilizing this discipline of “descending-order-of-importance:” WHO, WHAT, WHEN WHERE, WHY And HOW Important Details Other Info When limited on space or
time, editors cut copy to fit their format.
Facts presented in this order are more likely to be used. The story can easily be edited to fit the
space available. REMEMBER THE “Five
W’s…. (Who, What, When, Where, and Why).
Few editors have the time to sift through copy in order to rewrite a
story. If it can’t be cut from the
bottom, it could end up in the “round file” under the desk. Remember:
The substance of the story should be told in the first two or three
lines. as possible. Those factors that make the news. Certainly by the end of the second sentence you should have covered the
most important points. c. Make headlines short and concise. d. The first paragraph is called the “lead” paragraph
and should be designed to capture and hold the attention of the reader
(editor). e. Accuracy is all important. Names, dates, places, times, etc. must be
specific and correct. Always verify
names because a name may have a variety of different spellings. Always use the full name (first, middle
initial, and last names) and proper title.
Never submit copy using only the last name and initials. Be certain to indicate whether a woman is
Miss, Mrs. Or Ms.. f. Always write as an organization, never as “we”. Avoid editorializing with colorful
adjectives or adverbs that are news taboos; such as, “fantastic”, “great”,
“colossal”, etc. Also, quantify
amounts when possible. Rather than
saying, “The Lodge event had a fantastic turnout,” say, “More than 200 attended
the event, thereby setting a new record in attendance.” All claims, opinions, or predictions must
be anchored, attributed to someone (“said, “reported.” Stated Mr. Jones). g. Write “tight”.
Use short, declarative, present tense sentences (7-190 words at
most). Verbs are better than
adjectives. Use simple straightforward
words as much as possible. Keep
paragraphs brief and maintain an easy-to-follow flow of thought in them. Include pertinent facts and don’t “pad”
basic information. If the media wants
additional information they will ask for it. 2. Writing Headlines – Follow the Three Golden Rules 1. FOCUS: Go directly to the point, do
not dance around. 2. LANGUAGE: Precise-minimal number of
words-no puffery no hyperbole. 3. CONTENT: Most interesting/important
point to the reader not you, not to the craft, not to the master----To The
Reader. EXAMPLE:
The Worshipful Master of the Lodge is presenting the Johnson Hunt Award to who is Bill Smith, the sheriff. Situation A: The Worshipful Master, George Brewster, is
a great guy, but not well known outside the Lodge. Headline: Sheriff
Bill Smith Receives Johnson Hunt Award Situation B: The Worshipful Master, George Brewster, who
is also a town selectman, is going to presenting the Johnson Hunt
Award to Bill Smith, the Town Sheriff. Headline:
Selectman Brewster Presents Award to Sheriff Bill Smith Analysis:
In terms of interest to the reader and the community, the above
headlines Focus the news factors of the story. The fact that it is a Masonic award is of interest to the
Craft—not the community. The key
factors are the Award and Sheriff Bill Smith.
George Brewster takes on importance only because he is a selectman. 3. Reproducing
the News Release a. News releases should always be clean, neat, and
preferably typed on one side of the paper only. b. Use 8-1/2 x 11 plain white paper that can be handled
without tearing. c. Provide ample margins (1 ½ inches) on each edge of
the paper for the editor to mark instructions and make editing notes. Always double space sentences f. In the upper left hand corner, type your name,
address and telephone number. Provide
a second name and telephone number in case questions arise and you are not
available… Be sure he is informed about the release and its background. g. Very Important – In the upper right hand corner
indicate “FOR RELEASE” 4. The Body of the Release a. Leave an inch of space after your headline before
you start your lead paragraph. This
gives the editor space to make the changes he may find necessary. b. Indent each paragraph five spaces. c. If possible, your story should not run more than one
page. If there should be more than one
page, end each one with a complete sentence and paragraph. Write “more” if the story continues to Page
two. d. Numbers and Names: Numbers:
One to ten should always be spelled out except for time and dates. Numerals
are used for 11 on up. Never begin a sentence with a numeral. Names: First mention of a man’s name should be---- William Townsend. Thereafter, it is Mr. Townsend. Titles: Never use Most Worshipful, Right
Worshipful, or
Worshipful Master in your copy unless you are preparing it for a Masonic publication. e.
Staple multiple pages of a release in the upper left corner. 5. Photographs If
photographs are used, they must be GOOD photographs. Regardless of the media, they
strives for professional results. You
should make every effort to meet their standards
for photography. Some Lodges are
fortunate to have volunteers who provide quality photographs. Others may need to budget a little money
for pictures. |