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Getting the Word Out: How to Grow Your NPA Chapter

Getting the Word Out: How to Grow Your NPA Chapter. Presented by Hilary Kaye Hilary Kaye Associates Inc. May 10, 2004 Las Vegas. New Chapter? Existing Chapter?. Public Relations & Advertising strategies can help you get started more quickly grow faster Today you will learn

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Getting the Word Out: How to Grow Your NPA Chapter

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  1. Getting the Word Out: How to Grow Your NPA Chapter Presented by Hilary Kaye Hilary Kaye Associates Inc. May 10, 2004 Las Vegas

  2. New Chapter? Existing Chapter? • Public Relations & Advertising strategies can help you • get startedmore quickly • grow faster • Today you will learn • cost-effective tips on how to get the word out.

  3. Shhhhh!!! Belonging to an NPA Chapter is a great advantage -- but chapters are a well-kept secret. Let’s communicate the good news about NPA membership to our local audiences.

  4. Questions for Today

  5. How Do You Decide What To Do? • Lots of tactics to choose from -- it can be overwhelming! • Pick the right situation, right budget, right audience . . . And you’ll do fine.

  6. Publicity vs. Advertising:What’s the Difference? Take the Quiz

  7. Question #1 When you use __________ as a strategy, you gain greater credibility because it signifies a third-party endorsement.

  8. Question #2 In most cases, ____________ is the more expensive strategy of the two.

  9. Question #3 One benefit of _________ is that you are guaranteed to get exactly what you want, when you want it.

  10. Question #4 If you need to push your target audience into immediate action, _______ is your best strategy.

  11. Question #5 If you are trying to build a long-lasting foundation for your organization with your selected audience, _________ is the most appropriate strategy.

  12. Question #6 In ______________, the more often the message is repeated, the better.

  13. Question #7 If an organization has a very small budget, _______ can be the best strategy.

  14. Question #8 When using ______________as a strategy, your message to your audience should be carefully thought out, consistent and easy to understand.

  15. Question #9 __________ is often a much faster strategy to implement and see results from than __________.

  16. Question #10 If your audience needs to be educated about the benefits of your organization, ____________ is often the best strategy to begin with.

  17. How Can I Use PR? PR is the most cost-effective method to attract attention to your NPA Chapter. Where do we begin?

  18. The Press Release – Your Basic Tool • Powerful tool to increase credibility and visibility • Low-cost with high-yield • Easy to do with practice

  19. Know the Goals of Your Press Release • Generate awareness of your meeting or event? • Introduce your new chapter? • Educate/provide background? • Get posted on Web sites? Do you want to:

  20. When Should I Write a News Release? When you have real news to report! • Chapter meeting announcements • New chapter sponsors • Special events hosted by chapter • New chapter officers • News from national NPA w/local angle • Awards won by local chapter members

  21. The Press Release Format • Understand the press release format -- use it consistently for best results • Be concise (1-2 pages) • Be timely (don’t “sit on” news)

  22. Press Release Format (cont’d) • Send the appropriate release to the appropriate media audience • Be objective (keep subjective comments in quotes)

  23. Use the 5 W’s • Use the format reporters use • Answer questions they would ask – BEFORE they ask

  24. Building Blocks • Contact info • Headline • Dateline • Catchy lead • The body • Boilerplate

  25. Building Blocks CONTACT INFO -- make it easy for the media to find you

  26. Building Blocks The HEADLINE -- make it appealing

  27. Building Blocks The DATELINE – gives the story context

  28. Building Blocks The LEAD – lead with the best

  29. Building Blocks The BODY --straightforward writing, with quotes when possible

  30. Building Blocks BOILERPLATE – consistent, key information at the end of the release

  31. Distributing Your Release Don’t set off in a driverless car.

  32. Distributing Your Release Understanding fee-based wire services

  33. Local Media Contacts • daily newspaper • weekly newspaper • business journal • computer/tech publications • Web sites • radio & TV tech programs • Who are the right contacts for YOU and your chapter?

  34. Finding Media Contacts • Actual media guides – too expensive • Online search for media outlets & names • A quick phone call to media works, too • Reporters change beats often • Several types of reporters/editors you send to: biz calendar editors, business reporters, technology writers

  35. IT Trade Press • Most regions have local IT trades or special interest pubs • Some areas have regional editions • For example, Computer User has editions in: • SoCal • Atlanta • Washington D.C. • and many more

  36. Distributing Your Release • Email is preferred by most print journalists. Especially IT. • Beware of SPAM filters • Avoid attachments To email or Not to email

  37. Distributing Your Release Many radio and TV newsrooms prefer to receive faxes When is Fax Appropriate?

  38. Distributing Your Release Avoid snail mail unless requested What About Snail Mail?

  39. Beyond Press Releases Press releases are a great tool -- but don’t stop there: • Pitch letters for exclusive or feature coverage • Bylined articles • Be an expert in the media • Be a guest on a radio or TV tech talk show

  40. What about Sponsors? Sponsors LOVE media coverage. They spend $$$ to gain greater recognition & awareness with your membership. DO put your sponsors’ names in your press releases. Media coverage can attract NEW sponsors too. They are seeking new ways to market to their target audience (YOU)!

  41. Internal PR Too • PR tactics can be internal -- helping retention & supporting growth. • Do spotlight articles on new members – chapter newsletter, chapter Web site, email blast to chapter. • Gives immediate value to membership.

  42. Host Prospective Member Mixer • Great way for existing chapters to increase numbers • For members and non-members • Use publicity to bring attendees • Prizes, discounts & demos from existing & new sponsors • New-member contest for members

  43. Your Contact List • This is gold. Treat it that way. • Get contact info from everyone who visits web site, comes to meetings, attends special events. • Don’t SPAM them with frequent emails, but stay in contact. These are targeted prospects.

  44. Can We Afford to Advertise? • Look for Media Sponsors – try publications aligned with your industry. They get more exposure with your group -- you get free advertising. • Consider “marketplace” ads. For example: In Computer User, cost would be approx. $200/mo. for full-year of monthly 1 col x 3” ad in Tech Marketplace.

  45. To Sum Up • Yes, it’s possible to use PR -- and even some advertising --to get a new chapter off the ground. Or, to attract more members to your existing chapter. The real question: Will you take the time & effort to do this? If so, you will be rewarded with a vibrant chapter filled with members who get maximum value from NPA.

  46. 150 Yorba St., Tustin, CA (714) 426-0444 info@hkamarcom.comwww.hkamarcom.com

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