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PR Tool Kit

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A "Tool Kit" for Effective Publicity

In designing and launching your own "Year of the University Press" events and exhibits, ARL and AAUP encourage you to consider all the ways publicity and promotion can be utilized to achieve your goals—whether it is to increase the audience at events, encourage new donor involvement, actively involve faculty and students, or get national attention for authors, collaborative initiatives, and other programs.

In addition to the following suggestions to consider when planning event or project activity, the Tool Kit includes a Press Release Guide and Template and a Calendar Listing Template for reference in preparing these essential publicity materials.

PR Tips and Tactics

Maintain a designated "scholarly communications" press list
Consider that existing University Press and Library press lists may be focused on book review editors or limited to campus contacts. You can certainly use such existing lists as a starting point, but "Year of the University Press" initiatives may require a more extensive (and strategic) outreach. For example, if your event or exhibit has a "news-of-the-day" angle, consider alerting the editorial page editor at your local newspaper. Other targets, depending on the subject matter, can include education reporters, columnists, and television and radio reporters covering breaking news.

Review and update press list regularly
Keep written records of who was sent what information and how they responded.

Remember the immeasurable news value of being "the first"
A new initiative – especially if it represents an interesting, first-ever collaboration – offers a compelling reason for press coverage. Make sure, however, that you have spokespeople identified and thoroughly briefed before talking to the press about the implications and plans for your collaboration.

Extend your reach
In addition to campus media (student newspapers, literary magazines, radio stations, public affairs office, alumni office), include members of the press in the local community on your press lists:
* Local radio talk show hosts and news directors
* Local television (remember regional cable and public access programs often are seeking compelling news and feature stories)
* Newspapers (columnists, editors, and reporters at daily and weekly papers)
* Calendar editors (at newspapers and newsletters – both traditional and online)
* City or regional magazines (remember that magazines may require as much as four months lead time, although many do have online components that offer more immediate calendar information).

Build relationships with reporters and members of the press beyond
the "book pages" of local media
Reporters who write about topics in science, technology, food, travel, sports, design, urban affairs can certainly be made aware of appropriate subject-specific initiatives.

Be aware of reporters’ contact preferences and lead times
Does your media contact prefer email or a non-deadline telephone call? How far in advance does a calendar editor require information for timely placement?

Photograph events and exhibits
In advance of events and exhibits, submit photographs along with your press releases, or emphasize that photographs are "available upon request." Compelling images can help get your initiative featured in calendar listings and other coverage. Also remember to secure "action" photographs of events or visitors at exhibitions. These can be utilized for your own external and internal communications and development. Reporters who aren’t able to attend an opening or other event may also request photographs to accompany a story.

"Enlist" participants to help with publicity
In sending out press releases, include the participants (authors, lecturers, exhibitors) on your distribution lists. If the event or exhibit is open to the public, invite them to forward to friends and colleagues. You can also request that they post the news on their personal or institutional Web sites, or submit to any specialized media (journals, newsletters, list-servs) that might be interested.

Consider national outlets for coverage
Your collaborative initiatives may be of interest to the national – and international – media. For instance, C-SPAN’s Book TV will consider broadcasting public lectures, panel discussions, and symposia involving authors; and C-SPAN’s general assignment desk will consider sending crews to events outside Washington, D.C., when the subject matter is newsworthy and of national interest.
See www.c-span.org/about/contact.asp?code=About for detailed contact information.

When pitching C-SPAN:
* Direct your pitch to either Book TV or the general assignment editor
* Fax or email a succinct, one-page description of the event
* Include title of event, and all relevant facts (who, what, where, when)
* Include a contact name and phone number in the event the assignment editor has questions

Other national outlets to consider as part of your individual event strategy:
* Wire service reporters working from bureaus located in your community (Associated Press, Dow Jones News Service, Reuters)
* Correspondents working in the U.S. for international publications or broadcast outlets
* Library Journal, Publishers Weekly, Chronicle of Higher Education, and other national professional journals

Share your success!
When the media covers or reviews your event or exhibit, spread the word. Post on your Web site, send copies to campus administrators and other officials, send to participants, and let AAUP and ARL know, too.