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Reasons for seeking coverage
You may want media exposure to help your bailliage build membership.
You may want increased visibility for your bailliage (members like to see their bailliage and events recognized).
You may want to provide recognition to specific individuals who have received awards or honors.
What’s newsworthy
Feature article about the Bailli and/or your local bailliage.
News of fund raising efforts that result in gifts to local culinary institutions.
News about a local young chef participating in a regional Jeune Commis competition.
Articles about past or future bailliage events (especially those which have a unique aspect, such as an unusual theme).
Understand the media
Most reporters and writers today are highly trained professionals.
Local resources can be helpful in preparing a list of those who may provide coverage. These resources might include:
Your media list might include:
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Community newspapers and newsletters
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Television and cable stations
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Radio stations
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Culinary school publications
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Hospitality industry journals
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Food and/or wine magazines and newsletters
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Society magazines
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Host establishment publications
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Newsletters published by wine merchants
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Newsletters published by purveyors of fine foodstuffs and merchants of tabletop ware
In each case, identify the correct person to contact. This is crucial!
To achieve the best results, make the media’s job easy.
Be sensitive to their needs.
Theirs is a deadline oriented business. Meet their deadlines and don’t ask for exceptions.
Be sure your message is newsworthy and timely.
Be sure your message is localized to their specific audience.
Provide the facts as well as any additional material you feel may be helpful to them, such as the Chaîne’s full-color brochure.
The press release
Make up a headline that summarizes the article. It may not be the headline used, but it tells the recipient right away what the article is about. As with titles for books, many publication decisions are based on headlines.
A press release should answer the questions who, what, when, where, why, and sometimes how.
The lead paragraph should contain not only the basics but should also hook the reader. The news “hook” is that which makes the story unique.
The size should be 8-1/2 x 11, printed on one side only.
The copy should be double spaced.
Include your organization’s name and a contact name (with daytime and evening telephone numbers, a fax number, and an e-mail address).
If the press release is more than one page, at the bottom, centered, type the word MORE.
At the conclusion of the release, centered, type the symbol #.
The release must be accurate in every detail. Be sure it does not contain any typos or misspellings.
If photos are to be used, normally the media will take its own photos, but if you are asked to furnish any, find out exactly what is required. When providing identification, use labels rather than writing directly on the back of a photo.
Follow-up
You’ve found the right person to deal with and submitted an article. Now it’s time to focus your attention on this person. Of course you’d like to get your article published, but your main priority should be establishing a good, continuing relationship.
Confirm the receipt of the article through a phone call and offer to answer any questions. It’s okay to ask if and when your article might run, but never ask for a guarantee (there can never be one because of competition for space, which often requires last minute decisions).
Be readily available as a resource (even on other subjects) and return calls promptly.
Make contact at a point during the day that is their slow time. This can vary, so ask.
Always send a thank you note for any article published.
Don’t ask to have a copy of the article sent to you once it is printed. It’s your responsibility to obtain a copy.
Understand that good media relations is not a tit-for-tat thing. No one ever “owes” you.
Inviting the media
Especially in small towns, local newspapers and magazines are often willing to send a reporter, with or without a photographer, to cover special Chaîne events.
Be sure to provide the reporter with any written material you can about the organization (the full-color brochure is particularly appropriate) well ahead of time. You might also wish to refer them to our
website (http://www.chaineus.org).
Clarify who will pay for what ahead of time. Be sure you know your Bailliage’s policies and see if the newspaper or magazine has policies that apply. In general, expect to pay for the reporter’s dinner if he or she is invited to stay for the entire dinner. Sometimes this cost is absorbed by the host establishment. Usually the reporter is not invited to bring a spouse/guest. If a photographer is furnished, they can often complete their work during the reception. (Note that sometimes the reporter is also the photographer.)
If photos are taken by the media, do not expect the photographer to share photos with the
bailliage. Occasionally, special arrangements may be made, but this is not usually done.
It is wise to seat a reporter with a knowledgeable member who can be of assistance, such as the bailliage’s Vice Chargé(e) de
Presse. The Chaîne’s philosophy of recognizing professionals for their excellence and hard work should be stressed so that the reporter will report the positive aspects of the event and not write a personal critique. The event reports in Gastronome serve as good models in this regard.
Do not expect the reporter to let you preview the article before it is printed. This is usually not done, which is all the more reason to be sure the reporter is provided correct information and assisted in understanding the Chaîne’s goals before the report is composed.
Be the authority
Establish the bailliage as being the authority on food and wine in your community.
Let it be known that you have members who would be available to be interviewed on TV or radio on matters relating to food or wine. You can tap your professional members for these interviews.
Have a Chaîne-hosted radio talk show in which guests discuss with a host (a Chaîne member) culinary trends and take phone calls from listeners while they are on the air.
Establish a Speakers Bureau and let it be widely known that you can provide speakers (your professional members) on certain topics. |
