The key to marketing Alpha Phi is getting our image and name out on your campuses and in your communities.
What is the news hook or the angle on your pitch?
For example, will your chapter sponsor a safe Halloween night for local children to trick-or-treat in protected surroundings? Did your chapter hold a philanthropy event that raised a record amount of money for the Alpha Phi Foundation? Did your chapter establish a new self-defense program to teach women on campus or in your community to protect themselves?
These are examples are just some ideal news hooks to communicate to the media!
Communicating with the Media
There are several communication tools that you can take advantage of in order to help tell your story to the media. Some examples of communication tools are:
- Calendar Listings: posting on various calendars to inform and get the word out to the public about a particular event.
- Media Advisories: a document with the intent of getting members of the media to attend an event you are holding.
- Press Releases: a document containing all the information a reporter needs to write their piece after the event has taken place.
In order to help you develop these communication tools, it is ideal to follow the inverted pyramid model as shown below:
Inverted Pyramid Model
- Include the most newsworthy information first. Answer the five W's: who, what, when, where and why.
- Provide important details in the next paragraphs.
- At the end of the press release, provide background information. The boilerplate sums up the critical information about Alpha Phi.
- Before you send our your communication pieces, print the final product on your chapter's stationary.
What is a calendar listing?
A calendar listing is typically a three to five sentence paragraph that includes the essential information for your event and is sent to media three or months in advance. This information is used to inform the public about local and/or national events. It briefly and clearly provides the who, what, when, where, and why. A contact name and phone number must be included.
What is a media advisory?
A media advisory may include the who, what, when, where, why and sometimes how. The intent of this communication tool is to give media a heads up on an event. There is no particular order for the type of information to be provided as long as the flow of information makes sense. This information is typically sent to media one or two weeks in advance. A contact name and phone number must be included. Photos should be included if applicable. Alternatively, you may offer to provide the media with a photo opportunity to take pictures during the event.
What is a press release?
A press release also includes the who, what, when, where, why and sometimes how. Following the inverted pyramid model, all essential information should be included in the first paragraph of the press release and provide important details in the following paragraphs. Similar to the media advisory, background information like the boilerplate should be provided at the end. The boilerplate sums up the critical information about Alpha Phi. Press releases are generally submitted to media on the day of or after the event as a summary. One of the goals of writing a press release is to help media tell your story.