Social Marketing

Marketing Mix 59
Public Relations
Write press releases. A press release is a written statement sent to media representatives to
announce newsworthy developments. To garner attention, a press release must be timely and
address an important concern of the publication or program’s target audience. Key questions a
press release must answer is: What’s in it for the press? Why would anyone want to know this?
Create a press kit. If you have several related stories that can benefit from the addition of collateral
information such as a brochure, a fact sheet and photos, then a press kit or press packet
may be warranted. A press kit (also called a media kit, press packet, or information kit) is most
effective when its contents offer an appropriate amount of unduplicated information.
Write a pitch letter. A pitch letter is a longer, more detailed written statement, asking the journalist
to generate an in-depth news story or feature. A pitch letter asks for news coverage by
providing the media with a valid story idea based on current issues, trends and other noteworthy
topics that emanate from your organization. It often accompanies a press kit, and gives the
journalist all the background information he or she needs to write an in-depth story.
Make pitch calls. Often public relations companies call journalists after the journalist has received
your press release or press kit. This short call encourages the journalist to use the story
idea and follows up by offering any additional information he or she may need.
Write letters to the editor and op-ed articles.
Writing a letter to the editor of your local newspaper
or TV station is a great way to draw attention
to an important issue, respond to criticism,
correct false information or recognize community
support for an event or issue related to
your campaign. An op-ed article is a lengthier
Even if you cannot afford to hire a
PR agency, you may still be able
to use many of these same tactics
in your campaign…
guest editorial piece written and submitted to a local newspaper. It appears opposite the editorial
page of local, state and national newspapers and is an extremely powerful and economical tool
for educating large numbers about your campaign. A contractor can draft these materials for you
to sign and can send them on your behalf. Often, a more powerful technique is to ask local
supporters to sign the letters for their local media outlet.
Set up press conferences. A press conference invites journalists (including TV and radio representatives)
to come to an oral briefing with time for questions and answers. Press conferences
are most successful for up-to-date, newsworthy events. Holding a press conference requires a
lot of effort and expense. Often, press conferences about social change efforts are overshadowed
by those held for political or other sensational, high-priority events, such as a crime. In
these days of teleconferencing and satellite conferencing, you may be able to save resources
and ensure more participation by journalists with new methods of communication.
Social Marketing Behavior A Practical Resource for Social Change Professionals