October 7, 2009
As published in the Kerrville TX Community Journal & Boerne TX Hill Country Weekly
Ever wonder why your painfully written article about your organization's event didn't make it into the newspaper? You can find out why, and how to get it into print, at the new Club Ed class "Impressions."
Bonnie and Larry Arnold have worked for many newspapers in the Hill Country for three decades, and they have plenty of advice for people when it comes to submitting material for their clubs, businesses and organizations.
"This may be a new class for here, but it's not a new concept," said Larry Arnold, noting they have taught it several times in the past 25 years. "But when Bonnie notices the quality of press releases she receives at her newspaper job starts to slip, she knows it is time to teach the class again."
The Arnolds plan to hit the basics of what it takes to get your news in front of readers. Points covered will include:
- how to submit news
- how to work with the press
- electronic submissions
- what needs to go in to a press release
- what to leave out
- the importance of deadlines
- how to get better publicity
- ways to avoid the "grip and grin" photo
The Arnolds will point out the differences between writing for dailies, weeklies, radio, and television. They also will have advice on how to handle bad publicity - or, as Larry puts it, "What to do when your secretary goes to Acapulco with the funds."
They promise lots of practice, and all students will write a press release as part of the class.
Everyone is aware how news distribution has changed over the last 25 years, or even the past five years. Even though news now goes out through the web, blogs, and "tweeting," the rules of the road are timeless.
"All media still use the 5 Ws, you still need to put a date on your submission, and always include your contact info."
On the other hand, the most common errors editors encounter are also timeless:
- submitting too late
- failure to plan ahead
- sending the wrong stuff to wrong media
The very best thing you can do is to "make contact" with your local media. According to the Arnolds, that works both ways.
"You know who to take stuff to, and if you are the expert on widgets, every time that reporter thinks about widgets, he ought to think about you."
Bonnie sees this class as essential for the volunteer in a nonprofit organization who ends up being named the public relations person.
"PR is a specific job, it's not something you just know how to do."
But this class will teach you how to make a better "Impression."
XXX
"Impressions" meets Saturday, Oct 10. For information or to sign up, click www.clubed.net, or call 830-895-4386.
Club Ed is the Community Education program of the Kerrville Independent School District. Each year, we offer more than 400 classes throughout the Texas Hill Country, along with online courses, business and individual training, and after-school and summer camps. Comment online at clubedcomments.blogspot.com, or follow us on Twitter @clubedtx.
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