Transcript NetCel360 and HKA

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
cost-effective tips on how to get the word out.
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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.
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Questions for Today
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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.
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Publicity vs. Advertising:
What’s the Difference?
Take the Quiz
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Question #1
When you use __________ as a strategy, you gain
greater credibility because it signifies a third-party
endorsement.
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Question #2
In most cases, ____________ is the more expensive
strategy of the two.
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Question #3
One benefit of _________ is that you are guaranteed to
get exactly what you want, when you want it.
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Question #4
If you need to push your target audience into immediate
action, _______ is your best strategy.
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Question #5
If you are trying to build a long-lasting foundation for your
organization with your selected audience, _________ is
the most appropriate strategy.
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Question #6
In ______________, the more often the message is
repeated, the better.
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Question #7
If an organization has a very small budget, _______ can
be the best strategy.
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Question #8
When using ______________as a strategy, your
message to your audience should be carefully thought out,
consistent and easy to understand.
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Question #9
__________ is often a much faster strategy to
implement and see results from than __________.
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Question #10
If your audience needs to be educated about the benefits of
your organization, ____________ is often the best
strategy to begin with.
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How Can I Use PR?
PR is the most cost-effective method to attract attention to your NPA Chapter.
Where do we begin?
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The Press Release –
Your Basic Tool
 Powerful tool to increase credibility and visibility
 Low-cost with high-yield
 Easy to do with practice
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Know the Goals
of Your Press Release
Do you want to:
 Generate awareness of your meeting or
event?
 Introduce your new chapter?
 Educate/provide background?
 Get posted on Web sites?
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When Should I Write
a News Release?
When you have real news to report!
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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
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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)
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Press Release Format
(cont’d)
 Send the appropriate release to the appropriate media audience
 Be objective (keep subjective comments in quotes)
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Use the 5 W’s
 Use the format reporters use
 Answer questions they would
ask – BEFORE they ask
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Building Blocks
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Contact info
Headline
Dateline
Catchy lead
The body
Boilerplate
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Building Blocks
CONTACT INFO -- make it
easy for the media to find
you
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Building Blocks
The HEADLINE -- make it
appealing
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Building Blocks
The DATELINE – gives the
story context
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Building Blocks
The LEAD – lead with the
best
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Building Blocks
The BODY --straightforward
writing, with quotes when
possible
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Building Blocks
BOILERPLATE – consistent,
key information at the
end of the release
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Distributing Your Release
Don’t set off in a driverless car.
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Distributing Your Release
Understanding fee-based wire services
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Local Media Contacts
 Who are the right contacts for YOU and your chapter?
 daily newspaper
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weekly newspaper
business journal
computer/tech publications
Web sites
radio & TV tech programs
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Finding Media Contacts
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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
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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:
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SoCal
Atlanta
Washington D.C.
and many more
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Distributing Your Release
To email or Not to email
 Email is preferred by most print
journalists. Especially IT.
 Beware of SPAM filters
 Avoid attachments
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Distributing Your Release
When is Fax Appropriate?
Many radio and TV newsrooms
prefer
to receive faxes
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Distributing Your Release
What About Snail Mail?
Avoid snail mail unless
requested
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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
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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)!
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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.
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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
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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.
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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.
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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.
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150 Yorba St., Tustin, CA
(714) 426-0444
[email protected]
www.hkamarcom.com
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