RUNNING YOUR CHAPTER-MARKETING & PROMOTION
You know the value of good public relations. You may not know how your chapter can attain it. Media exposure equals fewer dollars spent on advertisers and prestige that cannot be bought - not to mention awareness, which will aid your member development efforts. If you are persistent and exert a bit of effort, your Chapter will benefit. Writing an effective press release is the right starting point.
Starting Out: Relevance and Timeliness
Before you write your release, be certain that you truly have something to say. If your Chapter establishes a reputation for sending fluff, reporters will ignore you. Also, old news does not get printed, so be timely in drafting and sending releases. Be especially sensitive to publishing schedules. The production schedules of monthlies are often backed out several months in advance of their publication dates. Don't expect next week's luncheon program to get promoted in advance if you're sending the release today. Additionally, if a reporter calls to follow up on a release or just to get some background on a story, be sure to get back with him or her quickly. Always ask if the reporter is working on a deadline and adhere to it.
Finding an Outlet: Who Covers the Legal Beat?
Pull together a list of key media outlets, so that when you do have news, you have appropriate reporters to communicate it to. Do not use general media lists. Be selective and focused in your search for media outlets-indeed, for specific reporters, who each cover a select "beat" or beats. Not every publication will fit your needs (even among business and legal journals). Choose the periodicals that are read and respected by in-house counsel. Among these, choose reporters who tend to cover corporate issues. For general circulation periodicals (like your local paper), focus your efforts on the legal or business editor. If most of your effort is focused on promoting your Chapter's monthly programs, create a list of all the calendar editors. Don't forget your state bar publications; many state bars have active in-house counsel sections, the members of which may or may not be ACC members. For some releases (your Chapter's advocacy efforts, for example), you may also wish to consider the internet and publications that reach outside your immediate geographic area.
After you've chosen your media contacts (and this list will need to be continually updated) it helps to try to get to know your key contacts. If you've focused your efforts properly, you won't have more than a dozen. Foster relationships with them just as you would with a client. Maintain this relationship with honesty, and you will reap the rewards.
Getting Your Message Together: Just the Facts
You will want to send out the best vehicle to carry your news. Keep your message focused and brief. Assume that the consumer has a very short attention span and pare down your thoughts accordingly. Compress the news of who, what, where, when and how into the first lines.
Although you will be striving for brevity, try to make your copy interesting. Your news person is bombarded with many press releases and phone calls from a number of groups all vying for the same attention and column space. Try to stand out, but do not use gimmicks. Write an engaging headline. This is the most important part of your press release.
Remember in composing your copy to be forthright. Don't try to disguise your agenda with flowery language or impress your press contact with jargon. Your reporter will appreciate the frankness.
Details, Details: The Icing on the Cake
In terms of format, always use Chapter letterhead. Keep your format consistent, so that reporters will know it's your Chapter's news when they receive your release. Follow up with a phone call to ensure that your news has been read. Be mindful, though, of your contacts' schedule. Daily papers, for example, have afternoon deadlines; phone these reporters in the morning. To be timely, you may wish to consider sending your releases by email or via a broadcast fax service. Finally, if your Chapter's agenda is an active one, you may wish to invest in a clipping service like Burrelle's Information Service to track your coverage.
Writing a good press release is the first step in building a public relations program. Taken with time, and energy, you and your Chapter will enjoy the results.
MAILING LIST POLICY
Chapters are prohibited from distributing or selling their mailing list. This policy also applies to email addresses, phone numbers, and fax numbers. ACC maintains this policy so unwanted companies, vendors, or law firms will not solicit your members. ACC also does not distribute email addresses, phone numbers, or fax numbers, however, if a vendor or sponsor wants access to your mailing list for solicitation purposes, they should be instructed to contact the ACC Headquarters. View ACC's complete privacy statement.
