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Publicity and Public Relations Tools for Conflict Resolution Professionals

Lynne Kinnucan

 Every marketing or communications strategy contains the same basic steps: determining your goal, analyzing your resources, analyzing your audience and the best ways to reach them, creating a clear message that is meaningful and memorable to them, and creating a clear evaluation process. 

With these things in place, success depends on the user.  These notes -- drawn from my experiences and the expertise of other professionals -- are intended to provide specific steps to make your plan a success.

                                                       PART I

TOOLS

• an analysis of where you are now (including your goals, strengths and weaknesses, your target audience and its defining features)
• an idea of the point where you want to end up,
• an understanding of the resources available to you, and

• a defined evaluation process.

 The Planner

 This can be an Excel sheet, a daily planner book, a sheet of newsprint on the wall  -- but it must be something that suits your style; otherwise you won’t use it.  Create a planner that will give you an overview of your goal, the visible steps you are taking to reach it and whether or not they are working.  It should contain:

·         Your goal

·         Your smaller, achievable objectives

·         Your (adjustable) timeline

·         Your assessment of your progress: What worked? What didn’t? Based on this, how do I direct my efforts?  Is there something that I want to expand?  What do I want to discard or modify?

A good way to achieve wide name recognition, but again, it only works if you use it. To make the most effective use of your file:

·         Make memory-jogging notes on the business cards you get at meetings and conferences.  

·         Compile your names into an e-mail list and add new names to your regular e-newsletter.    

·         Follow up on your contacts.  Keep in touch on a regular basis, often enough for name recognition, but not so often that your contact is unwelcome. Every two to three months is a good rule of thumb.

·         When you make the contact, bring something to the table:  

o   Send an article

o   Mention something from the news that you thought would interest them

o   Mention that you have referred someone to them.  

The key is to keep this card file alive.  If you don’t use your contacts, you lose them.  This is where you get a referral from someone who has a friend whose aunt is executive secretary at a firm that had a problem similar to the one you demonstrated at the Bar Association meeting.  Don’t leave business cards lying in your desk drawer with that napkin from Taco Bell…

Research File

This contains:

·         Analysis of your target audience. I have heard marketing professionals 

say different things about this:  some believe that it works best to market to

 an undifferentiated audience, some say that niche marketing is best.  My 

personal view is that it’s best to concentrate on a particular audience.  A 

divorcing couple will not respond to the same message that a corporation 

with employee relations problems will need.  Your message will have the 

greatest impact when it speaks to them in their language about their values and their needs. 

The specifics of your analysis should include: 

 Who needs to see you? 

 ·         Find out where they gather: press clubs, charity balls, power breakfasts, trial judges associations, church suppers.

·         Read their trade journals; read society pages, sports pages, metro section, lifestyle -- connections and good information are found in unexpected places.

·         Who are the best people to help deliver your messages -- are there credible figures in that community who can give you more access whose alliance will give more impact to your message?

·         An updated media list, local and national: daily and weekly papers, trade publications, TV and radio.  You can purchase directories online or go to your local library.  Once you have your list, become familiar with the key positions and names you may need to know, then call those places to see if that name is still current.  You should have:

1.      Names of reporters, and feature writers: do you want a news reporter or a feature writer, a call-in talk show or a radio news spot? You want the right venue and the specific person:

2.      Editors of each section (news desk, features, city editor)

3.      Names of photographers, art editors, food editors, style, etc.

4.      Media calendar and knowledge of your contact persons’ deadlines

·         Background on individual broadcasters, reporters, op ed writers and feature writers. With this information, you will know exactly whom to call if you have a program related to one of their specialties: business, health care, law, etc.

·         This is the fun part:  read their articles, listen to their radio shows so you can refer to them.  Explain that you chose to call them because of their understanding of the topic, their style, etc. and refer to something specific they’ve written to make your point.  A reporter told me that he especially appreciates it when someone quotes something he has written as a way of explaining why he or she called him.  Keep updated notes on who the specialty writers/hosts are, and whose style you really like.

1.      Think as they do:  what keeps you interested enough to not turn the dial? What makes you want to read beyond the headline?

2.      Get familiar with their viewpoints.  You don’t have to agree with them -- just get to know them.

Your Web page

 Hiring a web designer is a sound business investment.  Keep your site updated, adding new information several times a month.  You can list a new book in the field, answer a question, pose questions for audience response (for a good example of this, see ACR’s home page), let your audience know of pertinent events, trainings, etc., in their area of interest.  With the e-mail list compiled from you card file, you can send out a brief paragraph or two of information, and direct people to your web page for the complete story.

 Keep your web address on your business card.  Lead people to your web site with phrases such as “for more information go to (web page) at” in your speeches, articles, brochures, and flyers.

  Your Public Relations Kit

 This contains:

·         Flyer or brochure

o      Invest in a designer and a writer or proofreader.  If you don’t know where to find one, try a local college, university, or call your local library.  A well-written marketing piece is another sound investment.

·         Fact sheet, photo and press clippings that you have saved

·         Your logo

·         Your elevator speech—that brief, memorable statement that describes what you do in an interesting and unforgettable way.  (One housing contractor, instead of saying, “We build houses” said, “We build dreams.”)

 Your Support Team

 This is along-term investment, so set up a support team, find a mentor or a coach, join a list serve.  There will be times when you just don’t want to do it anymore, or are discouraged or intimidated.  On those days, just go by the old Nike slogan:  Just do it.  Just do one thing, anything.  But keep it moving.   This is especially important in your start-up years.  They are invaluable for brainstorming, giving you honest feedback, and a nudge when you need it.

                                                             PART II

THE PROCESS

Once you have determined what your message is, who your audience and messengers are, what combination of methods you are going to use to reach them, and how you are going to evaluate your progress, get your planning sheet and begin.

 Your strategy includes both media and non-media approaches.  The following are examples of ways to get your information out through the media.        

The Press Release: Before You Begin

·         Will it be interesting to the readers or listeners of that media? Don’t waste your time on newspapers or broadcast media that don’t reach your target audience.

·         If you were the reader/listener, what would make you keep reading beyond the headline; what would make you keep from turning the dial?  Analyze news styles: if you can write your release so that the media can use all or parts of it as is, you will increase your chances of having it used.  The more homework you can do for the reporter, the more easily they can use it.

·         Do you have an opening sentence that will grab their attention?  This is your first and perhaps only chance to get them interested -- many newspapers, for instance, read 100 or more press releases a day.  For a good example of an opening lead, go to ACR’s web page at http://www.ACRnet.org/about/pressreleases/index.htm.

·         Can you give them enough notice -- send your release two weeks before your event, and following it up with a news advisory or telephone call a week later makes it easier for them to plan? 

·         Is your  contact information current; can your contact person be reached easily?.

The Press Release

Styles vary, but the following is a general guide:

·         No more than 1 page in length. 

·         Print on letterhead.

·         Begin with Date, For Immediate Release (ALL CAPS and IN BOLD), and Contact Information (including Web address, fax and e-mail).

·         Title – all caps and in bold

·         First Paragraph –

o        What is taking place?

o        When and Where?

o        Why is it being done and why is it interesting to the readers/listeners?

·         Second Paragraph

o        Quote or interesting anecdote

·         Third Paragraph

o        Background and interesting tidbit.  Use sentences that they can use as quotes in their news story.

·         End with # # # and, below this, the contact person with contact information. Make sure the contact information -- the media don’t have time to track you down.

·         Make sure that the contact person is there at all times – the media will only call you once.

·         Be brief, informative and exciting.  Too many details and they’ll toss it. Too few, and they’ll toss it.  Incorrect information, and your credibility is damaged.

·         Write it as though you were writing a news article.

·         If you have a lot of information, attach a bulleted fact sheet.  10 points maximum, and include a link to your web page for in-depth information.  You can include things such as “What is mediation? How does it work (targeted to your audience needs)? What your business does (brief).  Statistics on dispute resolution, types of problems solved.”

·         You can embargo a story (hold for later release).  But most newspapers want to use news as soon as it is received. Don’t use ask them to hold information unless you have a very good reason.  Follow with the who, what, where, when and why of your event. 

·         Make your writing straightforward and accurate. There is a saying in the newspaper world that goes, “If your mother says she loves you, check it out.”  They mean it.  If the facts are incorrect, your credibility will be jeopardized.  If your writing is flowery, it is unusable.

·         Spell check, check grammar, use active voice.

The News Advisory

This is generally a short form of a news release, no more than one page, with details about the event and a more in-depth description of your event. 

You can be more creative with this.  Lead with a paragraph about how your news is part of an important picture in the community or nationally.  Here is where you can offer detail about topics being discussed at a seminar, speakers present at training, authors at a speech, etc.  More depth and detail are the advantages of the advisory.  For a good example of a news advisory go to ACR’s web page at http://www.ACRnet.org/about/pressreleases/index.htm

Beyond the Press Release

There are a number of ways to make use of the opportunities that the media offers. In addition to contacting print and broadcast media through press releases, you can:

·         Contact local and national broadcast and print media know of your expertise in your area, so that if a news event arises, they can call you.  You also can call them when you see something happening and offer them something to quote.

·         Write an Op Ed piece.

·         Partner with other organizations for publicity.

·         Put your event on radio and in newspaper calendar listings. Write a public service announcement.

·         Contact a radio station about being a guest on a talk show (have your friends call in when you’re on a call-in show).

·         Write a letter to the editor -- these are about 150-200 words, reference something the paper has written about recently.  Make sure your letter is signed, dated and includes your contact information.  Local leaders ready these -- it’s a good way to bring your business to their attention.

·         Call a radio station, contact the newspaper if they have used a term incorrectly.  A member of ACR’s Georgia Chapter called NPR when she heard a misuse of the term mediation and got some recognition for her Chapter.

General Guidelines for Writing for the Media

·         Hook to a current event in your area

·         Link a local event to a national one or vice versa.  

·         Stay away from jargon.

·         Keep your articles succinct; create a quotable sentence (or, for radio, a sound bite) that people will remember.

Op-Ed Pieces

So named because they appear on the Opinion page, opposite the Editorial page.  Start by reading some Op-Ed pieces in the paper to which you want to write.  Keep your article succinct, clear and memorable.

·         Length varies from 500 to 1000 words, with the general guideline being about 800 words.  Keep in mind that the editors may shorten it.  Check with the newspaper to get their guidelines.

·         Begin with an anecdote or a paragraph that catches the reader’s attention.

·         Make your argument -- no more than three points.  Three points are easier for people to remember and, more importantly, to talk about with their friends and colleagues, quoting you.

·         Sum up your argument in the last paragraph and end with a memorable sentence.  One more point -- many newspapers and magazines will feature one of your sentences in a bolded box somewhere in the article -- think about the sentence (short) that you want to appear there.

·         Don’t be afraid to disagree with the newspaper’s point of view -- controversy sells.

The Op-Ed piece is a great way to get your point of view out in your own words.  Just make sure you tailor it to the audience you want to reach, and use the best vehicle, whether local or national, for the outcome you want in writing this.

Letters to the Editor

·         As with the Op-Ed piece, find out what the paper has already said about the issue which you are addressing.  You don’t have to agree with their position -- controversy is news.  Use your letter to add additional facts or support, or to offer an opposing argument. 

·         Limit your letter to one or two points at the most.  State them early.

·         Refer to a specific article, editorial or letter that recently appeared in the paper you are writing to.  If you can’t do this, then address a current event, such as a hostage or domestic violence situation.  Your letter should relate to something of interest that the newspaper has covered.

·         Check with the newspaper to find out how long your letter can be and any other requirements.  Find out to whom the letter should be addressed.  These guidelines are often listed on the Letters to the Editor page but if not, make sure you find out.  A rule of thumb is two short paragraphs. You also must include your name, signature, address and phone number.  Someone from the paper usually will call you to verify this.

·         Typed is better than handwritten.

Pitching Your Story to the Media

You have your media materials, you have the name of the media person you want to talk to.  You have prepared your elevator sentence.  Now you make the call.

·         State who you are, what organization you represent, tell them you have a story idea (this is your 10-second elevator speech) and ask if this is a good time to talk. 

·         Timing: You will get a different opinion from every newsperson you talk to.  Rule of thumb is to call at a slow time on a slow day.  Find out when deadlines are and be sure to pitch your story in plenty of time for them to meet them. 

·         Ask if they prefer to be contacted by e-mail, fax or phone.

·         Be interesting. Be brief.  You have 10 seconds to pitch an interesting story line.  If they pick it up, you can elaborate it from there.  

·         Follow up (using your information about fax, e-mail, etc.)

·         Give them a number by which you always can be contacted.  They will only call once – if they can’t reach you, your story is gone.

·         Pitching by e-mail is not a good idea, but if you do, be aware that many newspapers have interns who review e-mail and judge on the basis of the subject line whether they’ll read further.  Make sure it’s interesting.   

·         Make your story more saleable by hooking it to a local event, using anecdotes to make your story personal and interesting

·         Remember, the media are looking for stories -- they need you as much as you need them

 Other Ways to Get the Word Out to Your Target Community 

 Consider your goal in deciding what kind of recognition you want. Getting an article in a national newspaper might make people aware of you and may impress some important people in your target audience; an article in your community newspaper or targeted trade journal may bring more local referrals or more people to your next event.  Here are some ways build a sound local base:

·         Join an organization. Do more than attend meetings: get on their Board, be part of their leadership, contribute to their newsletter.  Don’t just be an attendee.  Be noticed.

·         Make alliances - what’s your field and what organizations are in it?  Health care, environmental, social workers, adoption agencies, estates, the courts

·         Hook to a local event:  

·         Are you a health care mediator? Give a seminar to social workers and administrators at the local hospital

·         Take advantage of the seasons: Are you a family mediator? Do a radio call-in on how to get through Thanksgiving.  Community mediator -- talk to your local TV station about doing a July show on quarreling neighbors?  Do you mediate commercial disputes?  Do a brief demonstration on a common type of business problem and then hold a Q & A.  Attorney mediator?  Offer a brown bag for court administrators or do a mediation demonstration at a trial judges association meeting.

·         Use multiple means to get the word out.  

o     Combine your guest column with an appearance on a talk show, or your talk at a local organization with a write a pro and con column in the paper with a colleague

o      Attend a luncheon with a community leader (where you say a few words) with letter to the editor

o    Hold a brown bag lunch with an organization that also serves your audience and pull together a follow-up panel discussion.

How to Sell Without Selling

Mediators can be uncomfortable with the idea of selling.  But they are positioned to be the best possible salespersons, just by doing for the public what they do for their clients:  they listen.  The key is to sell solutions, not your services.  During a visit to a chemical engineering firm, one ACR member heard about management-employee problems the company had.  He listened, offered a few ideas, and soon had them as a client.  As one author wrote, “everyone wants someone who "gets it."  

 Where do you go to listen? Back to your research:

o        Create relationships with related organizations (health care and hospitals, Environmental Section with environmental engineers and policy makers; local chapters with local businesses, nonprofits and civic organizations (these relationships to produce mutual speaking engagements, business luncheons and breakfasts, inter-articles).  If key personnel in other organizations and agencies are aware of your work your profile will be raised.

o        Make use of targeted media: trade journals and conferences, for instance.  If you want to mediate commercial disputes, contribute to a corporate newsletter, speak at a luncheon.  If you mediate health care disputes, give a seminar or a training at the local hospital. When people come up to talk afterwards, your listening will be tailored to their individual problems and again, you will be the one that “gets it,” who understands.  You will be the one they want.

o        Research shows that the most effective speeches contain anecdotes relevant to the audience, and have an interactive quality.  Again, mediators are in an ideal situation for this -  do a brief mediation demonstration with audience members in the roles.

o        Market to your peers

o        Don’t forget those one or two organizations you joined.

o        The same ACR member who visits firms in his field, also advises conflict resolution professionals to “give it away.”   When you are willing to help, you become known as the person to go to.

A final consideration in your strategy is your personality.  If you’re uncomfortable giving a speech, if your pen dries up when you sit down to write, or if you don’t want to talk about your business every time you meet someone, try these:

·         Use one of the voice dictation software types available -- basically a voice recorder that you can use anywhere and then put directly into your computer to scan your words -- check your local tech stores or library for research and advice on the best one for you. 

·         Do a question and answer column in a trade newsletter or weekly paper

·         Give an award

·         Conduct a poll

·         Advertise your event on list serves - contact ACR, the ABA, and any used by organizations in your field

·         Host a brown bag informal luncheon

·         Be an expert on your subject and the many ways it can apply to your audience:  not just a mediator, but as a referral to other services they might need.  The more contacts you have, the more expert knowledge you have, the more people will seek you out.  Newspapers need an expert to quote, parents need to know how to deal with bullies and children's moods; businesses need to know how to deal with diversity issues, customer relations, and employee productivity.

If you really want your business to take off.....

·         Keep working at it and keep evaluating how it’s working for you. Build on what's working; discard what is not.  Do something every day, whether you feel on top of the world or down in the dumps.  Brainstorm with your people.  Keep that business plan alive. 

·         The passion that got you started in this field is the passion that will draw clients and recognition.  It will get you where you want to go.  The famed World War I hero Field Marshall Foch said, “The most powerful force on earth is the human soul on fire.” 

                                                  Go for it. 

                                          # # #

Contact Lynne Kinnucan at  kinnucan@patriot.net for questions or comments.

Interesting Web sites:

http://www.acrnet.org

(the ACR Consumer Section, for instance, has a sidebar on its web page devoted to marketing)

http://www.ccmc.org/oped.htm

http://www.cottonaustralia.com.au/GrTk_mediatips.html

(from a cotton-growers association in Australia but good general advice!)

http://www.violencepreventionweek.org/index.html?menu=actionkit&action=spreadtheword

(from the Youth Violence Prevention Campaign)