To do this, refer to your telephone yellow pages for a listing of all the TV and radio stations and newspapers. You will have to contact each one to find out who is responsible for medical/science reporting; community calendars; public service programming; editors/assignment/news editors for TV and radio. Make note of any names you see written in the newspapers under a specific category such as health for example; write down names of TV reporters that could assist you. Don't forget to note any editorial/columnist names in trade publications and all beat reporters who are covering a particular topic or area.

Obtain their direct phone number if they have and the fax number to their department. When calling, be sure to ask for their deadlines to receive information!

Keep your lists updated!

Print:
managing editor: an editor in executive and supervisory charge of all editorial activities of a publication. Rarely do you send press information to the managing editor unless you are dealing with a small community newspaper.

editor: the person who edits others writing. Usually makes story assignments. Trade magazines tend to have one editor who oversees all topics covered in the publication. Newspapers and non-trade (consumer/business etc.) usually have editors covering various topics (business editor, real estate editor etc.)

writer: someone who only writes. Usually writes about stories assigned by the editor or will generate his/her own story ideas.

Television:
planning editor: reviews all press information that is received prior to an event. Often arranges for an interview to take place prior to the event. Most network affiliates have a planning editor but only some of the independent stations do.

assignment editor: determines which stories will be covered on a particular day.

reporter: most cover stories assigned by the assignment editor. If you know which reporter covers a particular beat, contact him or her directly.

producer: schedules interviews for the talk show host.

Radio:
news director: schedules interviews and sometimes conducts them

public service director: determines which public service announcements will be aired.

producer: schedules interviews for the talk show host.

Once you have established the date and logistics of your event, you should try and generate local publicity to gain the community's awareness and interest. This can be done in a number of ways such as:

1. Distribution of public service announcements
2. Media relations
3. Photo opportunities with celebrities
4. Proclamations from local municipalities and/or provincial legislatures
5. Advertising (e.g. contact local businesses for free advertising on their products; in their company newsletters etc.)

Preparing Press Materials
To publicize your event, you will need to create press materials for use in approaching the media. Your publicity coordinator can write a lead press release announcing your event; prepare SPA copy to announce your event; write a pitch letter summarizing the main points of the event and how you would like it covered by the media.

Remember to include the name of the publicity contact and their telephone number. Be clear about all dates and locations and time.

*Always make sure that you distribute press materials to the appropriate contacts and find out if they prefer to have the information faxed or mailed or both. When appropriate, send a follow-up thank you note.

Interview Tips & Techniques
Should reporters want to interview someone from the chapter or event committee, keep the following tips in mind:

• First select a spokesperson
• Identify the 2 or 3 messages that you want to convey (i.e. the cause that the ALS Society supports, the main details of the event etc.)
• Anticipate the types of questions reporters may ask, and practice your responses in advance such as: What is ALS?; How many people have the disease? What is happening at the event?
• Be concise in communicating your answers. A 20-minute interview could result in just a one-minute broadcast segment, or a single paragraph in a newspaper. Eliminate very technical medical language.
• Maintain accuracy. Always (politely) correct any inaccuracies in reporters' questions.
• Speak clearly and avoid speaking too fast. Clarify any statements that you feel may not have been communicated properly.
• Never guess at your answers. If you are not sure about an answer, say so, then offer to get back to the reporter with an accurate response.
• Be prepared for various interview formats. They may be face-to-face; over the phone, notes may be taken or your comments may be tape-recorded.

Public Service Announcements (PSA's)
PSA's are a great way to publicize an upcoming event, promote ALS Awareness Month and to recruit volunteers.

On an annual basis, the national office of the ALS Society produces a PSA. that is distributed in programming format to all major radio/TV stations across Canada prior to June ALS Awareness Month to promote public awareness.

A sample of this PSA is sent to every chapter across Canada for you to see. You can also show it to volunteers etc.

There is no guarantee from the stations that the PSA will be aired. The stations air PSA's free of charge as part of their community programming efforts. In many instances, however, the national office receives confirmation of air time and the approximately amount the airtime would have cost had we been required to pay.

Local PSA's
It is recommended that you call your local TV/radio stations and find out who is responsible for public service/community programming. Sell them on communicating your event/flower days in your area. PSA's are a great way to publicize your upcoming event, promote ALS Awareness Month and to recruit volunteers!

There may be a community “bulletin board” which advises the TV audience of upcoming events etc. Newspapers may also accept material to publish.

Stations may ask you for copy (information on your event) and then have you designate someone to be taped for the PSA. Perhaps you have a local celebrity who would do this for you, particularly if they are part of a kick- off to launch the event in your area.

Media Ideas:
Brainstorm with your group for interesting ideas for your area, and you can also consider the following:

1. deliver information on your event/flower days to the morning/evening drive talk show hosts on radio. Be sure to include what you are doing and why and when. They may make mention on their show.
2. send cornflowers to the appropriate TV personnel to wear on air.
3. invite media personalities to a special event to help “kick-off” ALS Awareness Month in your community and flower days. If they are involved, they are usually likely to promote on air. Don't forget to confirm their attendance and to send a thank you afterwards.
4. obtain approval from a person with ALS and try and have the media profile this human interest story.
5. secure volunteer photographers for event days. Photos can be used in upcoming newsletters to continue your awareness program.
6. Another important publicity vehicle is to have the Mayor in your town/city declare June as ALS Awareness Month (Mayor Proclamation) This lends strength and credibility to the ALS campaign and provides an additional opportunity for publicity. You may also have a Member of Parliament read a prepared statement for coverage.

Almost all council meetings are covered by the local press and this will provide some free press coverage.

Sample #11 - Mayor Proclamation
Sample #12 - Member of Parliament Statement

Other ideas:
There are probably companies in your community who are already donating to ALS. Explore ways they can provide additional assistance during ALS Awareness Month and flower days by advertising on their products, in company newsletters etc. Perhaps they have an upcoming employee function taking place where you could address the staff. This may be a great way to secure additional volunteers, and donations! Major Corporations and Banks support local organization initiatives by purchasing large quantities of flowers for their employees to wear during an awareness month; Be sure to contact your local Corporate community and find out if they wish to purchase our corn flowers for the month of June as well as place our coin boxes within their offices for the month of June.

Keep track of all media results you receive. It is also very useful to track the value of the media had you been required to pay, such as PSA's, and advertising space.