Health Center Week Tools
 
Tips for
Successful Events
Tip #1
SELECT A CONVENIENT SITE for your event and a time for reporters
that will avoid deadlines and rush-hour traffic. Mid-morning or
early afternoon is good. Respect reporters’ time constraints in
meeting deadlines.
Outdoor sites for media events can be attractive - for example,
in front of your health center. Then TV crews don't have to bother
with artificial lighting. Yet, be aware, outdoor events also carry
the risk of weather changes and unexpected noise (planes, traffic,
emergency sirens). Always have a back-up site ready and listed on
your media advisory.
Prepare for the event by anticipating what equipment will be necessary.
For instance, if you expect cameras or radio reporters, you must
have a podium and microphone. In many cases, television and radio
reporters rely on a “multi-box” to record what is said - or tape
their own mikes directly onto the podium. Also make sure you have
a table nearby for press releases and statements.
For indoor sites, know beforehand where electrical plugs
and light switches are located. Be able to turn off air conditioning
should the fan noise interfere with sound recording. Unplug phones
so they don't create interference.
Be creative about visuals. “Dress up” your event site with
blow up graphics, banners, or posters in advance. Make sure your
speakers are lined up behind the podium to create a “crowd effect”
for television wide shots. Also have the speaking order worked out
prior to the press conference.
DEVELOP A MEDIA LIST by compiling
name, addresses, phone, emails, and fax numbers for key members
of the media. Include health reporters, consumer and government
reporters, newspaper city editors, and TV and radio news directors.
Keep an extra set of mailing labels on hand - and update your list
regularly.
Make sure reporters get a "Five W" MEDIA ADVISORY at least
two days before the event or news conference. An advisory is similar
to a press release. The main difference is that rather than incorporate
the "Five W's" in narrative sentence form, simply list - such as
on a party invitation - the Who, What, Why, Where, and When.
Sample News Advisory
Make sure that you send your media advisory to the Associated Press
Daybook. (Call your local AP bureau and ask for the regional daybook
editor.) The Daybook is a calendar listing of press conferences
and media events that television and print reporters consult daily
to figure out which media events they will cover.
Call each reporter to confirm receipt of the advisory and ask if
they plan to attend. Target certain reporters for special nudging,
even up to the last minute. For reporters who do not attend, arrange
for speedy fax or hand-delivery of your news conference handouts,
including a press release.
PREPARE A FULL PRESS RELEASE. Not only is this helpful to
reporters in writing a story, but it also will help guide you in
making your own verbal presentation. Essentially follow the points
in the press release. Read it over several times before the news
conference and then speak from notes or highlighted sentences in
the press release. Five minutes usually is plenty of time for an
opening presentation. Practice delivering the main points
- the messages that you will keep coming back to - regardless of
where reporters' questions may lead. Sample
Press Release.
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