Quick Tip Archive:
Communications/Media

Acronyms . . . E-NUFF already!
FYI…those of us in ER who work for ISUE have a lot to worry about.  Our job is to cooperate with AEED’s, CEEDs, FS, OA’s, CYC’s, PA’s and even IACEC to share info about ANR, CD-DIAL, EFNEP, E-SET, CYFAR, IMEP, CIRAS and much, much more. 

We handle PR, write QT’s and PSA’s, answer FAQ’s, traverse the WWW, explain the latest from PIRRO, and tell you what’s new from EDC.

But at some point we all just need to STOP!

Even if we understand the lingo, our external audiences often do not.  To convey the proper credit and maintain a consistent brand image, acronyms should be used sparingly when communicating with the public. 

For example, by stating Iowa State University Extension rather than ISUE, we buy two full seconds of extra name recognition—and in the process distinguish ourselves from a host of other unrelated entities in the states of Idaho, Illinois and Indiana!

So, if you talk the talk of ISUE jargon, limit it to internal or occasional use only.  NUFF SAID.

Avoid bulk releases: pitch the story
For the press release laden desks and e-mail boxes of most media types, more is not better.  How to avoid getting lost in the shuffle?  Answer: trade the old “shotgun” approach for new laser technology - target your efforts.
 
Press releases are the media equivalent of junk mail unless they are 1) newsworthy and 2) timely. Newsworthiness often amounts to either a face behind the story, or a broadly perceived community good.  Either way, a follow-up phone call “pitching” your story can help.
 
Margo Mateas, president of Public Relations Training Company, offers these six tips for getting your press release into print:

Plan the pitch – Know your media audience, then use new information to pitch the story to that audience.
Think like a reporter - How does the story benefit both the publication and its readers? Does it provide useful facts, new and/or timely information, human interest?
Pick a place – Have a specific placement in mind before you make your pitch.
Speak in bullets – Prepare a fact sheet detailing key points and background information.  Keep it short, keep it concise - and keep it in front of you as you make your pitch.
Become a resource – Establish a relationship with your local media organization and its reporters.  View that relationship as a two-way street.  Think not only of what they can do for you, but what you can do for them.  That attitude will translate to more and better coverage in the future.
Only believe – If you don’t believe in your story, neither will they. Help them find the angle with that “gotta have” edge.

Want coverage? Be brief
If you want media coverage for meeting announcements, be brief—with “News Briefs”.

In three or four sentences covering “who, what, when, where, how” tell your audience about the program.  For example:

“Story, Marshall and Jasper County beef producers can take part in a unique learning experience June 23 by attending the ISU Extension sponsored pasture walk at the Jon Northrup farm. View first-hand the latest management techniques; examine forage issues and their effects on the beef herd. For more information and to register, contact Dave Andrews at Story County Extension, 515-382-6551.”

Don’t include program costs, directions to the farm, etc. Let people call for that.

Put “News Brief” at the top of the page and fax it to local media outlets. Be sure to send in advance of media deadlines, then watch it get snatched up for use on Events Calendars, Community Bulletin Boards and “in the news” segments and columns.

Want to double your exposure for little or no extra cost?  Include the very same information in the event description of your ISU Extension calendar of events!

Let media do the work
Many extension staff consider news writing a low priority, or lack confidence in their journalistic ability. A viable alternative is to let media do the work for you.

Here are five tips to enlist their help in covering extension events:

1) Don't sweat the little stuff.  Whether we like it or not, media have the power and the right to decide what's news.  To gain their coverage, you have to convince them that the topic is timely and relevant.
2) Use facts and statistics to make your case. Opinion is much stronger when reinforced with data.
3) Make coverage easy.  State clearly the main points of your story. Identify spokespersons and/or photo opportunities. Schedule interviews if necessary.  Be sensitive to deadlines.  Return calls promptly.
4) Consider a follow-up inquiry to answer any lingering questions.  
5) Let the writers/reporters know you've read or heard their work.  Compliment them when you truthfully can, and rather than criticize a story you commissioned, concentrate more on item  4) next time.

Selecting the right medium
Some media are apples, others oranges.  What works in one may not work at all in another.  The key is to understand their differences before choosing a marketing outlet.  According to Jay Conrad Levinson, here is what you need to know about media power.

Newspapers = NEWS.  Marketing that is newsy gets noticed because news is what readers are looking for.
Radio = INTIMACY.  Radio is primarily one-on-one, allowing for a close, intimate connection between listener and marketer.
Direct mail = URGENCY.  Time-dated offers that expire soon can motivate recipients to act now.
Brochures = DETAILS.  Most media don’t have the time or space to elaborate the way a brochure does.
Classifieds = INFORMATION.  Those who read them are generally in search of specific information.
Television = DEMONSTRATE.  No other medium lets you illustrate the benefits or use of a product like TV.
The Internet = INTERACTIVE.  You can flag a person’s attention, inform them AND answer their questions all at the same time.
Signs = IMPULSE.  They motivate people to react or participate.
Fliers = ECONOMY.  They can be created, produced and distributed for little cost, and give quick results.
Billboards = REMINDER.  Rarely do they do the whole job of selling, but they’re great for jogging the memory.

Trim the fat, increase the flavor
Mark Twain once said, “I never write ‘metropolis’ when I can get the same price for ‘city.’”

That philosophy of writing simply worked well for Twain and will work for us in Extension, too.  Below are examples of redundant phrases and some single-word alternatives (in parenthesis).  It’s just a beginners list, but you’ll get the idea.

  • At this point in time (now)
  • At which time (when)
  • Based on the fact that (because)
  • Exhibits a tendency to (tends)
  • For the purpose of (for)
  • In order to (to)
  • In the event that (if)
  • A large number of (many)
  • Exact same (same)
  • Every single (each)
  • Few in number (few)
  • Final result (result)
  • Join together (join)
  • Provide assistance (assist)
  • Past experience (experience)
  • Not very many (few)
  • In the not-to-distant past (recently)
As we’ve mentioned before, trimming the fat from press releases, fact sheets and impact statements always improves readership and understanding, two qualities that never go out of style for clear communication.

-Adapted from Communications Briefings, Dec. 2003, and Marketing Matters, Jan-Feb. 2004

The 30-second radio spot
Radio is an effective communications tool. The average listener’s attention span, however, is generally 30 seconds or less – so short and simple is good.  In radio, you get only one chance to be understood, so here are a few tips to help: