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PublicRelationsToolkit

Investing incommunities

Information and resources to help Ontario Trillium Foundation grantees fulfill their grant recognition requirements and create successful public relations plans and programs

Page

i Congratulations!

Part 1 OTF Grant Recognition Requirements

1.1 Acknowledging your OTF grant

1.3 Courtesies and matters of style

1.4 OTF Recognition Policy

Part 2 Creating Successful PublicRelations Plans and Programs

2.1 Why public relations matters

2.2 How OTF can help

2.3 Planning: Starting off on the right foot

2.5 The ABCs of media relations

2.8 Tools of the trade

2.12 Speaking out

2.14 Organizing media events

2.17 OTF Grant recognition events with ease: Planning tips

2.23 Internal communications

Page

Part 3 Helpful Resources3.1 Resource 1 -

Using OT F ’s corporate visual identity

3.2 Resource 2 - Public relations planning worksheet

3.3 Resource 3 - Special event checklist

3.5 Resource 4 - Sample event agenda

3.6 Resource 5 - Sample media advisory

3.7 Resource 6 - Sample news release

3.8 Resource 7 - Photography tips

3.10 Resource 8 - Sample photo release

Part 4 Tracking Your ResultsA place to:Record your grant recognition

activities

Keep samples of media and promotional materials

File media clippings and photographs safely

Contents

Published 2003

45 Charles Street East, Fifth FloorToronto, ON M4Y 1S2E-mail: [email protected]

Telephone: 416.963.4927Toll-free: 1.800.263.2887Fax: 416.963.8781TTY: 416.963.7905

You are among the many successful arts and culture, environment, sports andrecreation and human and social services organizations that benefit annuallyfrom the Government of Ontario’s charity casino initiative.

Active public relations can help to increase awareness of your organization by groups who are involved in, contribute to or benefit from your activities. Your Ontario Trillium Foundation (OTF) grant provides an excellent opportunity to communicate good news that will increase your profile in the community.

This Public Relations Toolkit was created to help OTF grantees in meeting theFoundation’s grant recognition requirements and to help in their efforts topromote their organizations. Positive news stories about your grant support OTF’smission — to work with others to make strategic investments to build healthy,caring and economically strong communities in Ontario.

On behalf of the Ontario Trillium Foundation Board of Directors, I wish youevery success with your endeavour. We look forward to seeing the good newsabout your grant that will come from your successful public relations initiatives.

Sincerely,

Robert G. Power Chair of the BoardOntario Trillium Foundation

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Congratulations on receiving a grant from the Ontario Trillium Foundation!

1 Acknowledging your OTF grant

1.3 Courtesies and matters of style

1.4 OTF Recognition Po l i c y

Part 1: OTF Grant Recognition Requirements

Acknowledgement is important to fundersbecause it gives them the opportunityto be recognized for their contributionto the good work you are doing.

The Ontario Trillium Foundation (OTF) is fully funded by the Government ofOntario and requires all of its granteesto provide appropriate recognition tothe Foundation and our funder, asdescribed here.

We recognize that grantees benefit inmany ways from the support and fundsthey receive from OTF – including theopportunity to shine a light on theirachievements. Grantees must observeall of the requirements described inOT F ’s Grant Recognition Po l i c y, as well a s other requirements that may bei n c l u d e d as part of the Letter ofAgreement with the Foundation. The list that follows, outlines OTF’s keyexpectations of grantees.

OTF Grant Recognition RequirementsRespect the news blackout periodOTF requires grantees to observe athree-to-four-week news blackout after they are notified of their grant.During this period, grantees must notmake any public announcements abouttheir grant. The specific time frame willbe defined in your Letter of Agreement.

Display your grant recognition plaque proudlyShortly after your Letter of Agreementhas been received by OTF, we will sendyou a grant recognition plaque. Displayit in a high-traffic and public location inyour offices or facilities. If you do nothave offices or facilities, OTF will adviseyou of alternate and appropriaterecognition methods.

Special signageIn addition to the grant recognitionplaque, OTF may also require granteesto use special recognition materialsbearing the OTF logo – e.g. decals forvehicles, watercraft or mobile equipment;“festival” banners for public events; orexterior markers for trails or buildings.

Acknowledgement in print, film and audio-visual productsGrantees are required to acknowledgeOTF funding of their organization orprograms by using the Foundation’slogo and/or our acknowledgementtagline in their print, film and audio-visual products. This use is to be in astyle, manner or format that reflectsthe share of funding contributed by OT F.

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Acknowledging your OTF grant

OTF Acknowledgement Ta g l i n e :The Ontario TrilliumFoundation, an agency of the Ministry of Culture,receives annually $100 million ofgovernment fundinggenerated throughOntario’s charity casino initiative.

Link your website towww.trilliumfoundation.orgOrganizations that have websites mustcreate a link between their site and theOTF website.

Visit the OTF website’s GranteeInformation section to download jpg-images of our logo to use for thispurpose.

Tell us – in advance – about plansfor media or other events topublicly recognize your OTF grant Your OTF Program Manager will provideyou with contact information for theCommunications Officer responsible foryour area. Advise OTF about any plansto hold a media event, create a photoopportunity or distribute a news releaseto recognize your grant.

Invite us to participate in mediaevents to announce your grantContact your OTF CommunicationsO f f i c e r to get advice about who shouldbe invited to attend an event planned tocelebrate and highlight your OTF grant.In addition to your local MPP, torepresent the Government of Ontario,and a member of the Grant ReviewTeam, to represent the Foundation, forsome kinds of major events this couldalso include:• Our Chair, a member of our Board of

Directors or our Chief ExecutiveOfficer;

• The OTF Program Manager or Grants Associate or other staff whoworked with you during the grantapplication process.

Special opportunitiesIn some cases, the Foundation, inconsultation with a grantee, willidentify opportunities for targetedrecognition or unique marketingstrategies for some grants. In thosecases, we will work closely with yourorganization to develop a recognitionand media strategy tailored to yourspecific grant.

Using the OTF Logo SEE: RESOURCE 1: USING OTF’S CORPORATEVISUAL IDENTITY This section includes information about OTF andwhere to obtain jpgs and high resolution files forprint and video products.

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Acknowledging your OTF grant...continued

In most cases, OTF willfund the cost of requiredrecognition materials such as plaques andsignage, unless otherwisedescribed in the grantee’sLetter of Agreement.

Let us review your media materialsWe want to ensure all information usedto acknowledge OTF or our funder i saccurate and up to date. By reviewingyour materials, we can alert you to any errors or omissions and advise you about other ways OTF can help.You can count on us to make yourdeadlines our deadlines.

Acknowledgement when theFoundation is a co-funderWhere OTF is among a number ofcontributors to a project, we rely on grantees to ensure that theacknowledgement of OTF is consistentwith, and appropriately represents ourlevel of contribution to the overallprogram, project or initiative. YourCommunications Officer can offeradvice in this area.

Use our “proper” name: theOntario Trillium FoundationPlease use our full corporate name onfirst mention when recognizing OTFsupport in your media and promotionalmaterials such as programs, invitations,advertising, newsletters, annual orspecial reports, special publications,trade show exhibits, etc. Consistentwith accepted news writing practices,you may put the acronym “OTF” inbrackets after our full name and refer to us as OTF after that.

Keep us with the Government of Ontario familyWhen recognizing OTF amongcontributors that include other levels of government and/or other kinds ofsupporters, OTF should be listed amongany other Government of Ontariocontributors.

Tell us about media coverageWe try to capture all of the newsgenerated by grantees across theprovince. As described in OTF’sRecognition Policy (Page 1.4), let usknow about your recognition activitiesand send copies of your clippings to theManager of Marketing and MediaRelations. Also tell us about any radioor television coverage you received –including the station, air-date and timeof broadcast.

Send your media coverage to:M a n a g e r, Marketing and Media RelationsThe Ontario Trillium Foundation45 Charles Street East – Fifth FloorToronto, Ontario M4Y 1S2Telephone: 416.963.4927Toll-free: 1.800.263.2887Fax: 416.963.8781TTY: 416.963.7905

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Courtesies and matters of style

Grantees are required to actively seekactivities and participate in those identified by the Foundation to publiclyrecognize the Foundation’s support. This may include public announcements,news releases, award presentations,acknowledgements on websites andspecial events. All annual reports,newsletters, news releases, exhibits,interviews or other means ofcommunication dealing with theactivities or achievements of the workof the grant shall acknowledge theFoundation’s support.

All grantees will receive a grantrecognition certificate plaque that theyare required to display in an appropriatehigh-traffic/visible location.

In addition, OTF staff and Grant ReviewTeams, in consultation with a grantee,may identify other opportunities forrecognition related to outdoor projects,including festivals, cultural events,sporting events, access ramps, heritagebuildings, parks and trails. Grantees willbe required to post outdoor signage inan appropriate high-traffic/visiblelocation.

All grant recognition certificate plaques,signs and other forms of recognitionwill follow an approved wording andgraphic standard and will acknowledgeboth the Ontario Trillium Foundationand the Government of Ontario.

Large or high-recognition grantsOTF staff and Grant Review Teams, inconsultation with a grantee, shouldidentify opportunities for highly-targeted recognition or unique marketingstrategies for organizations receivinghigh-impact grants with significantrecognition potential in either grantsprogram. Grants identified as havingsignificant potential for recognition willdevelop a recognition/media strategytailored to their grant in consultationwith the OTF Communications andPublic Affairs Department.

Multi-year grantsThe recognition policy applies for the lifeof the grant. Grantees, in c o n s u l t a t i o nwith OTF staff, are expected to conducton-going recognition efforts for theduration of the grant.

MonitoringGrantees are required to report on allrecognition activities and mediacoverage as part of their progress andfinal reports. Grant payments may bewithheld until OTF staff are satisfiedwith the grantee’s recognition efforts.

CostsIn most cases, the costs of recognition signage will be funded by the Foundation.

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OTF Recognition Policy

In order to maintain thehighest standards ofpublic accountability andto ensure transparencyregarding the distributionof public funds, theOntario TrilliumFoundation (OTF)establishes recognitionrequirements for grantees.

1 Why public relations matters

2.2 How OTF can help

2.3 Planning: Starting off on the right foot

2.5 The ABCs of media relations

2.8 Tools of the trade

2.12 Speaking out

2.14 Organizing media events

2.17 Grant recognition events with ease: Planning tips

2.23 Internal communications

Part 2: Creating Successful Public Relations Plans and Programs

Whether your group is big or small, oldor new, local or province-wide, thereare many benefits to be gained fromusing established public relations andcommunications techniques that canhelp you to accomplish your plans andachieve your goals.

For individuals who have experiencein public relations, this section of theToolkit provides helpful informationabout how OTF can assist you in meetingyour grant recognition requirements.

Individuals who have little or noexperience in public relations will find the Toolkit is a useful primer andreference that provides practical, step-by-step directions for accomplishingbasic public relations objectives. Pleaseread through this Toolkit.

To assist you in promoting awarenessof your grant, this Toolkit focuses onseveral important public relationsactivities:• Planning public relations activities

SEE PAGE 2.3

• Media relationsSEE PAGE 2.5

• Special eventsSEE PAGES 2.14 AND 2.17

• Internal communicationsSEE PAGE 2.23

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Why public relations matters

Building and sustainingrelationships with importantindividuals, groups andstakeholders can help to ensure the success ofprojects, special initiativesand even entireorganizations.

The Ontario Trillium Foundation (OTF)can provide grantees with assistance to make their public relations activitiesmore manageable and more effective. Your local OTF Program Manager orGrants Associate can advise you about who to contact.

Media relations support• Strategic advice about how to

design an effective media event that encourages media coverage of your grant;

• Contact lists for media in yourcommunity/area;

• Editorial support in developing mediaadvisories, news releases and othermaterials;

• Editorial review of media orpromotional materials to ensurecorrect use of OTF recognition andacknowledgement tools (e.g. logos,OTF acknowledgement tagline, etc.);

• Preparation of background informationabout your grant for media;

• Assistance in working withGovernment of Ontario Ministers a n d /or Members of the ProvincialPa r l i a m e n t (MPPs), or with OTFrepresentatives such as members of the Board of Directors and localGrant Review Te a m s .

Special events development and management• Development of event agendas,

promotional materials (e.g. mediaadvisories, news releases, fact sheets,etc.) and “photo opportunities”;

• Provision of OTF logos, correctacknowledgement tagline for print andbroadcast materials and props such asOTF certificates or other OTF materialssuch as banners, balloons, etc.;

• Liaison with MPPs, representatives of the Government of Ontario;

• Protocol advice (e.g. who speakswhen, proper use of titles, etc.);

• Preparation of grant backgroundinformation for your executives,members, clients, dignitaries andother participants in your event.

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How OTF can help

It has been said that, “If you don’t know where you’re going, any road will take you there.” The secret of allsuccessful communications and publicrelations programs and campaigns is aclear understanding of what you wantto achieve.

The following pages and Resource 2,the Public relations planningworksheet, describe important elementsof effective public relations plans.

Setting your communications objectivesBasic objectives for communicationsplans often include:• Increasing awareness of an

organization, its purpose andcontributions to the communitywithin its area of operation;

• Obtaining support from stakeholderssuch as members, volunteers, sponsors,funders, employees, customers/clients/users, national, provincial,municipal and community leaders;

• Expanding operations and programsto benefit more members (volunteers,participants, clients, etc.).

Defining audiences that make a differenceIdentify the specific individuals andgroups you want to reach. Ask yourself:• Who needs to hear about our

organization?• Who benefits from our activity,

efforts, work in the community?• Who can influence public opinion in

a favourable way?• Who can help us reach our goals?

Make a list of these stakeholders oraudiences and rank them by order ofimportance to your organization’ssuccess. Then consider the best ways to reach these audiences: print media,television, radio, newsletters, meetings,special events, advertising, reports,trade shows, etc. By preparing theselists, you will be able to determine thebest methods of communicating withthese audiences or stakeholders.

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Planning: Starting off on the right foot


Creating powerful messagesWhen you know who you want t ocommunicate with and h ow you willr e a c h them, you need to preparemessages to help these audiences tounderstand and appreciate yourorganization. The best messages areclear and simple, yet powerful andmemorable. They are stated in languageyour audience will understand, be affectedby and respond to.

Consider these examples of familiarmessages that are stated as slogans…• Blood. It’s in you to give.

(Canadian Blood Services – nationalagency)

• Without you, there would be no way.(United Way of Greater Toronto)

• Know whom to turn to. (Canadian Diabetes Association)

• Cancer can be beaten. (Canadian Cancer Society)

Memorable messages are simple, clearand powerful. They say somethingsignificant about a sponsor, product orservice. Such messages could look like the examples below:• Accessibility initiatives: Everyone is

welcome here• Programs for children and young

people: Learning through play• Arts and cultural programs: Sharing

ourselves by showcasing our talents• Facilities improvements: Our space is

more comfortable and welcoming now

It is also helpful to talk about yourmessages in ways that describe theimpact or result of your efforts. The endresult – happy children, healthy families,accessible buildings, safe recreationfacilities – is always more interesting thanthe processes used to achieve them.

Another way to think about messages isto write them as headlines you wouldlike to see in the local paper. Identifythe three or four most importantmessages you want to share with theaudiences you have identified.

When preparing to take your story tothe media, choose a single spokesperson,then support him/her by preparingbackground materials that will helphim/her to speak comfortably andrespond to questions that might be posedby reporters or other important audiences.

SEE: PAGE 2.12: SPEAKING OUT

Planning: Starting off on the right foot...continued

Building your organization’s profile withthe local media can result in coveragethat helps to create support for yourwork in the community. It also providesopportunities to increase interest orcontributions to specific projects,strengthen participation of members orvolunteers, create awareness of yourfundraising efforts and encouragepositive change at the community level.

Some characteristics of news:• Involves or affects people and

organizations;• Tells an audience something they

don’t already know or something newabout a familiar person, place or thing;

• Has emotional impact;• Uses big numbers: e.g. affects many

people, or covers a large geographicarea, or has a strong economic impact;

• Involves high-profile individuals (e.g.celebrities, political leaders, experts,local heroes);

• Is unusual or unique (e.g. biggest orsmallest, first or last, only);

• Is timely, fits with seasonal interests,or coincides with a special day ormonth.

You can make your organization and its story appealing to the media byhighlighting information that includesany of these characteristics.

Not all good news is “news”Your work and the announcement ofyour grant are good news but will theyactually make the news? Your challengeis to communicate to reporters in a waythat translates easily into a news story.

Sometimes you have to “create” a storyas much as tell it by staging specialevents that can highlight your work ininteresting ways and also create a focusfor your story.

When you tell compelling stories withclear messages, the media usually willreport them, however, other unexpectedevents in your community could drawreporters to another news story. If thatoccurs, make your special guests feelwelcome and appreciated. You’ll also beglad you invited staff, volunteers andother organizational partners to be partof the event.

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The ABCs of media relations

Tips on marketing your story to mediaHave a good storyCompelling stories share certain elementssuch as a theme, a hero and a b e g i n n i n g ,middle and an end. Journalists recognizea good story; so learn how to tell yoursquickly and clearly.

Create an eventUnusual events designed solely to show up on the evening news attractmedia interest when they’re clever andfun – but they should also be designedto clearly communicate your messageto onlookers, participants and themedia alike.

Get personalWhile many organizations benefitannually from OTF support, your grantand your organization are unique — as is the impact of your work on thecommunity. Media are always attractedby opportunities to write human-interest stories. Offering reporters theopportunity to hear personal, first-personaccounts by people who have benefitedfrom your organization is an excellentway to get a reporter’s attention.

There are a variety of ways to include apersonal element:• Involve clients, participants,

volunteers or others who are willingto be interviewed about theirexperience, as part of a media-focused special event;

• Prepare case studies that illustrate howyour organization has helped othersto achieve their personal ambitionsor overcome a problem or issue;

• Recreate or simulate your group’swork with clients for the camera. For example, invite media to observeyour staff, volunteers or participantsin action:– delivering a program; – installing new boards at the rink;– rehearsing for a festival

performance;– planting trees in a conservation area.


The ABCs of media relations...continued

Trillium Tip:

The Foundation provides avariety of recognitionproducts that can bepresented to grantees bythe local MPP and arepresentative from OTF’slocal Grant Review Team tocreate a photo opportunity.

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Names in the newsMedia are always interested in coveringevents involving dignitaries andcelebrities. Your organization’s leaders,provincial government Ministers,Ontario MPPs and other elected officials,visiting athletes, authors and artists –even your longest-serving volunteer orcommunity leader – are all potentialdraws for media interest.

Work cooperatively with dignitaries, or their staff, to ensure they have the information they need to support your group and participate in yourspecial event.

Know your media audience Prepare a customized list of reportersor editors who are interested in yourorganization or area of focus. Don’tforget to include reporters from regional,provincial, national or special-interestmedia who are interested in either yourgeographic area, your subject or both.• Make personal contact with

journalists, editors and producersDon’t just fax your news release ormedia advisory into newsrooms.Identify the individual who reports on your area of interest. Call themedia outlet to determine who thatindividual is, so you can addressmedia advisories and news releasesdirectly to them.

• Don’t take it personallySometimes a contact won’t have thetime to return your call, attend yourevent or cover your story. Rememberthat even in small communities, there is lots of competition for areporter’s time and for space in thenews line-up.

• Follow-upIf your story is not covered, talk toreporters afterwards to see if they:– Will consider publishing an article

provided by your organization;– Would be interested in doing a

story at a later date;– Would be interested in receiving a

photo and description of your event.

Keep reporters informed about yourorganization’s activities andachievements on a regular basis so they can follow your progress.

The ABCs of media relations...continued

Trillium Tip:OTF can assist yourorganization by liaisingwith your MPP’s localconstituency office toarrange their involvementin a special presentationor other event associatedwith your grant. We canalso provide a list ofmedia in your community.

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There are many tools for communicatingwith reporters, editors and television orradio producers. Some of the mostcommon ones are described here.

Media advisoryA media advisory is meant to interestreporters in learning more about yourstory and to get them to attend an eventwhere news will be announced. A mediaadvisory tells reporters W H Y they shouldattend the event, W H O the key speakersare, and WHAT they will learn. It alsoprovides information on when andwhere the event will be held.

Consider the following tips whenpreparing your media advisory:• A media advisory is never more than

one page;• Use your letterhead and your logo to

clearly identify your organization;• At the top of the page, write: “Media

Advisory” with the date and indicateif a French version is available (Ce document est aussi disponible en français);

• Write a headline that tells what willhappen at the event. e.g. Minister toannounce funding for local children’scharity; Local sports organizationopens new facilities;

• Basic information about the eventshould appear under the titles“What,” “Where” and “When”, ”Why” and ‘Who” as appropriate.

• Describe any photo or interviewopportunities;

• At the bottom of the page, under theheading “Contact,” write the contactname for your organization and thatperson’s title, telephone number,E-mail address and if appropriateinclude your organization’s website.

Caution: Don’t give your storyaway before your eventMedia advisories for fundingannouncements may bring inquiriesfrom media hoping to get the story or an interview without attending your event. Your contact person mustbe careful not to give the story away in advance to ensure your hard work and the commitment of your eventparticipants are not wasted. Yourspokesperson can indicate that a“major funding announcement” willtake place without stating the amountof the grant or what it will support.

SEE: RESOURCE 5: SAMPLE MEDIA ADVISORY

Tools of the trade

Trillium Tip:Ontario TrilliumFoundation (OTF)Communications Officerscan assist you in preparingeffective advisories or willreview your advisories toensure correct use of OT F ’sacknowledgement tagline.


News releaseOne of the best ways to tell your storyis to write it down. The news release isthe most common method ofcommunicating in print with the media.Make sure the release is written clearlyand has been proofread. Send it by faxor E-mail directly to your media contacts.

Because media outlets can receivehundreds of news releases a day – bymail, fax and E-mail — it’s important totake the time to create a focused butbrief communication that interests themedia and encourages them to follow-up on your story. Once you get theirattention they will be happy to receiveall the detail you can provide, but youneed to get and keep their interest.

If you are planning a news conferenceor other media-focused event, do notsend a news release beforehand. Instead,send a media advisory that describes the“news” reporters will get at the event.Hand out your news release and anyother background materials to journalistsat the event and send your media kit toany contacts that could not attend.

Consider these tips when preparingyour news release:• Try to keep your news release to one

page; • Put detailed information and visuals

(e.g. drawings, biographies,photographs, schedules) in yourmedia kit;

• Use a readable size and style of font,with a space-and-a-half between lines;

• Use plain language. Avoid jargon ortechnical terms;

• Use your letterhead and your logo toclearly identify your organization;

• At the top of the page include thefollowing headings: “News release”and “For immediate release”;

• Indicate if a French version isavailable (Ce document est aussidisponible en français). Wherepossible French language mediashould receive information in French;

• Add a catchy title/headline;• Start the first paragraph with the name

of your town or city and the date;• Summarize the story — state the news

— in the first paragraph which shouldbe no more than six lines (about 40words). This is called the “lead”;

• In the next paragraphs, expand on thestory by explaining the Five Ws: Who,What, When, Where, Why and, ifappropriate, How;

• Tell the story about your grant by usingquotes from senior members of yourorganization. You may also wish toobtain a quote your local MPP or amember of the Foundation’s GrantReview Team;

• Include a brief description of yourorganization in your news release;

• For news releases involving OT F, pleasealso include the acknowledgementt a g l i n e ;

• Centre “-30-” at the end to indicatethe news release is complete. This isa standard industry practice in Canada;

• At the very bottom of the page, includea contact name for your organizationalong with that person’s telephonenumber and E-mail address. Make surethat person will be available to respondto inquiries and is prepared properlyfor this role.

A good news release can often result inas much news coverage of your grantas holding a special event.

SEE: RESOURCE 6: SAMPLE NEWS RELEASEVisit Canada Newswire’s website atwww.newswire.ca to see other samples of media advisors and news releases.

Tools of the trade...continued

Trillium Tip:OTF’s CommunicationsOfficers can advise youabout how to prepare anews release and will bepleased to review newsreleases to ensure the OTFacknowledgement taglineis used correctly.

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News articleCommunity newspapers often do nothave the staff resources to covereverything they would like to. Sometimesthey are happy to cover your event andyour work by using the materials youprovide. Offer to write an article orc o l u m n about your project or yourorganization. This gives you a chance to tell your story in your own words. It is also an opportunity to publiclythank your supporters, including theFoundation and its funder, theGovernment of Ontario.

Media kitHand out your media kit to reporters atthe event and send it later — by mail,courier or E-mail — to contacts whocould not attend. A clogged-up faxmachine is a hassle in a newsroom sodon’t fax the contents of a media kitunless you are asked to do so.

A media kit contains backgroundmaterial to help reporters write theirstory, such as:• Your news release;• Summary of your project (can be

adapted from your OTF grantapplication);

• Background on your organization(corporate profile);

• Fact sheet about your organization’swork, achievements and beneficiaries;

• Photographs (optional) withdescriptions that identify theindividuals in the photograph andwhat is happening in the photo.


Trillium Tip: We can provide an OTFFact Sheet for your mediakit. Or you can downloada copy from our website atw w w. t r i l l i u m f o u n d a t i o n . o r g

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Choosing your mediaOnce you’ve developed your keymessages and determined your importantaudiences, it will be much easier to selectmedia and communications tools thatare most likely to reach them. You onlyneed to look around to see that thereare many different types, styles and formsof media available in every community.

Here are some examples to consider:City-wide newspapers in large citiescover a broad range of topics frominternational headline stories to localnews. Your challenge is to find thereporter who is interested in yourgeographic area or your subject.Contact the assignment editor of thenews section or, if appropriate, theeditors of other sections to identifyappropriate reporters.

Neighbourhood newspapers in urbancentres and community newspapers insmaller centres focus on events, peopleand happenings of interest to aparticular neighbourhood orcommunity. These publications areoften popular information resourcesthat are widely read throughout thecommunity. The editor is typically thebest contact for your news.

Local radio and TV stations are oftenvery interested in community-based newsand most have a large local audience.Send news releases to the assignmenteditors in radio and television newsrooms.If you’re interested in public affairsprogramming such as morning shows,radio “drive-home” shows, or otherspecial interest programming, contactthe producer with your news.

Local and regional cable providersfrequently allocate programming time tocover topics of interest to their viewers.Contact the office in your area toidentify any opportunities in your region.

Magazines are published about almostevery interest or activity. Your news mayappeal to a special-interest publicationsabout the arts, environment, sports orhuman services; or to organizationalmagazines such as the Lions Club orKiwanis Magazines. Note that magazineshave a much longer lead time than dailyor weekly media. Magazine editors aretypically working two to three monthsahead of the current date. So, if yourstory has a spring theme, you need toconnect with editors before the start ofthe new year. Many magazines havewebsites that include their editorialschedule, check it out before youpropose a story.

The Internet offers new communicationsopportunities. You can post a messageor a news release on your website orsend them to an E-mail list. You can alsolink your site to other organizations,including the Ontario Trillium Foundation.I m p o r t a n t : Always hide your distributionlist when E-mailing media. Use the“Blind CC” function or select “Don’t showaddresses” when sending to groups.

Newsletters – You may already publish an e w s l e t t e r, or this may be an opportunityfor you to start one. A newsletter canbe an effective way to get your ownnews out to your stakeholders, tocommunity leaders and media contacts.You may also want to seek out thenewsletters of other communityorganizations to publish your news.



The best way to ensure messages arecommunicated clearly, consistently andaccurately is to select one individual tospeak for the organization. When that isnot possible, it is important that e v e r y o n ewho speaks for the organization knowsand understands your communicationsplan and the key messages.

Others in your organization who mayreceive media inquiries should be advisedabout who is speaking on behalf ofyour organization so reporters can bereferred to that individual.

If you have an office, don’t forget to tellthe receptionist who your spokespersonis and how that individual can bereached.

Choose your spokesperson carefullyThe person should be comfortable beinginterviewed by journalists (on camera,over the phone or even “on the run”), b u t more importantly he/she should bewell-versed in the specific topic areayou are publicizing, as well as aboutyour organization. He/she needs toknow and understand your messagesthoroughly and should be able to speakwith authority.

It is not uncommon for organizations to rely on their presidents or otherleaders to be their primaryspokesperson and to refer specificinterview questions to “experts” withintheir organization who know andunderstand the details of particularprograms, projects, issues or initiatives.

Help your spokesperson work effectivelywith the media and other stakeholders by:• Providing background information

about your organization’s mission,scope, history, role in the community,notable achievements and results —including any statistics that supportyour key messages;

• Preparing specific backgroundinformation focused on theachievement, project, program, issueor event you want to communicatethrough the media;

• Developing “questions and answers”that help your spokesperson preparefor media questions during ani n t e r v i e w. Include questions about anysensitivity related to your organizationor the project you are promoting.

Examples of typical questions:• Why is your organization committed

to this (cause, activity, individual)?• Who else is involved?• What is your organization’s

role/contribution?• What is your objective?• How much money is involved?• What results do you want to achieve?• Why should people use your services

rather than (an alternate service)?

Speaking out

Caution: “Questions andAnswers” used to helpprepare spokespersons formedia interviews should bemarked “CONFIDENTIAL”to prevent inappropriatedistribution to individualsoutside of the organization.

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Tips for a successful interviewPrepare and practice a brief (10 second)summary that states and supports withevidence your most important messageor messages.

Examples:“The 20% increase in children betweenthe ages of 10 and 15 in our communitymeans the demand for our services willgrow at least as much. We’re verycommitted to doing our share to meetthat demand.”

“These new facilities will help a fast-growing population of seniors andothers who require special assistance to participate in recreation programs.”

“Our recycling program is working!Together our community has divertednearly 100,000 tonnes of garbage fromour local landfill – extending itsexpected life by more than two years!”• When possible, choose or arrange for

a quiet location for an interview;• Turn off cell phones and pagers. Give

the reporter your complete attention• Listen carefully to questions;• Be prepared. Know your key messages

and your facts, as well as how youwill respond to any questions thattouch on any sensitive issues;

• Be ready with examples to illustrateyour points;

• Know how your organization affectsthe lives of real people;

• Give short, clear answers – use yourmessages when it‘s appropriate;

• Don’t be afraid of the silence betweenquestions. Just wait for the nextq u e s t i o n ;

• If you can’t answer a question – sayso and offer to get back to a reporterlater with the information;

• Never make “off the record” comments.Assume anything you say will ber e p o r t e d ;

• Watch out for questions that arepreceded by statements withincorrect information. Correct theerror first, then answer the question;

• Be alert if a reporter summarizes yourcomments by saying: “So what you’resaying is …”. If you agree, you aregiving permission to use that statementas a direct quote. Don’t hesitate tocorrect a reporter’s misunderstandingby saying: “No. What I’m saying is(restate your point)”.

Tips for TV interviewsAppearances are important. Consider thefollowing tips when preparing for anon-camera interview:• Plan to arrive at the interview

location a little early so you havetime to get settled and relax;

• Look at the camera – your audienceis there, even though you may beadvised otherwise by the reporter orvideographer;

• Take your time;• Answer in short, “sound bites” – short

bits of information for TV (less than10 seconds);

• Show enthusiasm, but speak in anormal tone of voice;

• Wear simple, solid-coloured clothing,but avoid pure white;

• Don’t fidget – avoid unnecessarymotion of your head, hands, arms;

• Smile, if it’s appropriate;• Avoid “off the record” or “off the

cuff” comments after an interview,camera’s and microphones may stillbe recording.

Speaking out...continued

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A media event is a proven way to attractmedia attention to your organizationand can help you to:• Communicate important messages

about your organization and its plans;• Recognize your partners for their

support; • Acknowledge the contributions of

those who have donated funds,labour, services, goods or othersupport to help you.

You may want to create a special eventjust for media or you may prefer toinclude a “media focus” as part ofanother event that you are planning tohold. Whichever you choose, it’simportant to be creative in stagingmedia events to make them interestingto reporters and also to reflect yourorganization, members, programs andspecial initiatives in a visual and/or anunusual way.

The attraction of media events forjournalists, especially television reporters,is that they offer “one-stop shopping”that enable reporters to get everythingthey need for their story, includingbackground information, visuals andlive interviews.

Examples of events that can alsoincorporate a media focus include:• Opening ceremonies; • Annual fundraising events; • Gala dinners; • Awards ceremonies;• Annual general meetings; • Open houses; • Sports events; • Program launches.

Examples of events that could be usedto attract media interest include:• Sod-turning or ribbon-cutting

ceremonies;• Demonstrations of machinery

or technology;• Celebratory rallies;• Special presentations of awards,

OT F plaques or congratulatorycertificates;

• Tour of a project that receivedfunding;

• Action-oriented photos, e.g. dropping apuck, burning a mortgage, driving atractor, donning a hat or t-shirt;

• Demonstrations of volunteers at work— on the phone, working with clients or being trained.

Be conscious of media deadlines, e.g. radio may have hourly newsdeadlines, television typically hasevening and late-night news deadlines,daily newspapers have a daily deadlineand weeklies have a weekly deadline.Consideration for deadlines is one of thereasons it often makes sense to put themedia focus at the beginning of anevent – when rooms, people, flowersand other decorations are also lookingtheir best! It also makes it morec o n v e n i e n t for reporters to attend, sincethey can get back to their newsroomsand file their stories in a timely manner.

SEE: RESOURCE 3: SPECIAL EVENT CHECKLIST

Organizing media events

Trillium Tip:When planning an eventbe conscious of mediadeadlines and put themedia focus at thebeginning.


Time events conveniently forinvited guests and mediaSelect a date and time that does notconflict with another event orcommunity program.

Choose a convenient location thatalso helps tell the storyIf your project is all about traffic safetynear schools, consider holding your eventat a school. If you’re teaching adults howto read, a library might be an ideal spotfor your event. Always get permissionto use a location before you send outyour invitations and your media advisory.

Think in pictures Television in particular needs interestingvisuals to tell the story, and print mediaprefer to have great photographs toaccompany their articles. Newspapersand magazines may run a photo with adescription (called a cutline) even ifthey don’t have space for a full article.Don’t forget to use signs or banners toidentify your group and its supporters.

Pictures speakAnother benefit of a visually interestinglocation, participants or activities isthat you can send your own picture (as soon as possible afterwards) tomedia that didn’t attend your event.Include a short caption and your newsrelease. Don’t forget to include thenames of all of the individuals whoappear in the photo and obtain theirpermission to use their image.

Take photographs at special events foruse in newsletters, annual reports or for volunteer recognition. Some mediawill sell reprints of their images for asmall fee if you don’t have your ownphotographer. Others will send you anelectronic copy free of charge.

Send photos of special guests takenduring an event with a thank you cardto recognize their contribution.

SEE: RESOURCE 7: PHOTOGRAPHY TIPS RESOURCE 8: SAMPLE PHOTO RELEASE

Organizing media events...continued

Trillium Tip:Remember to give yourspecial guests, such as yourMPP, as much notice aspossible to ensure they canparticipate. Three to fourweeks’ notice is probablyideal; less time may reduceyour chances of involvingthese busy people.

Please send copies of yourmedia event photos to OT F.The Foundation frequentlyuses photos of grantees innewsletters and in websitearticles to illustrate thescope of grants across theprovince and across awide range of interestsand sectors.

If you are sending digitalimages by E-mail, pleaseprovide OTF with a high-resolution file. Ask yourCommunications Officerabout the best format to send.

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How longAs reporters are always on a deadlineand because audiences lose interest ifevents go on too long, media events (or the media portion of another eventlike an open house or dinner), shouldlast no longer than 25 minutes.

Who speaksDesignate a spokesperson to representyour organization and act as the M a s t e r of Ceremonies (MC). Give him/hera p p r o x i m a t e l y five minutes to start theevent by welcoming special guests andparticipants, and to talk about theorganization, the grant (if applicable) andthe goal of the initiative. The MC canalso introduce and thank funders,volunteers and others who havecontributed. Prepare a detailed script foryour MC to ensure all of the points youwant to cover, and all of the individualsand organizations you want to thankare included.

Guests for successTake time to ensure a good turnout ofparticipants, members, executives orother appropriate people at your event.It is important to recognize the peoplewho have helped to make your workpossible, as well as some of the directbeneficiaries of your work. Yourannouncement is also the perfectopportunity to catch the interest ofleaders in your community. Invite MPPsand other community leaders whotypically welcome the opportunity toshow their support and can often attractmore media attention to the event.

Keynote speakers In addition to your MPP and othercommunity leaders, consider invitingindividuals from the groups notedbelow to speak for one or two minutes:• Key volunteers and staff from your

organization who have helped the initiative succeed;

• People who benefit from your grant –clients, program participants, users.

Organizing media events...continued

Trillium Tip:Prepare a detailed script foryour Master of Ceremoniesto ensure all of the pointsyou want to cover, and allof the individuals andorganizations you want tothank are included. An OTF CommunicationsOfficer can help you withprotocol such as thespeaking order of specialguests and the proper wayto address them.


Event TimetableRegardless of the scope of your Ontario Trillium Foundation (OTF) grant recognition event – from verysimple to quite complex – it is alwayseasier to organize and manage if youwork with a detailed timeline. Analyzethe steps needed for a successful eventand use this planning guide to plot outyour timeline.

The planning example shown here usesa one-month time frame for a complexevent. You should give yourself aplanning horizon that is reasonable forthe type of event you are planning andthe resources available to assist you inyour work. In some cases, a major event could take as long as sixmonths to a yea r to plan and implement.

SEE: RESOURCE 3: SPECIAL EVENT CHECKLIST

One Month BeforeComplete a special event planningchecklist:❑ What is the goal of the event?

❑ Who do you want to know aboutthis good news? (e.g. key audiences)

❑ How many people will participate?Who should they be? (e.g. speakers,master of ceremonies, performers, etc.)

❑ What role will each speaker play –what should they talk about?

❑ How many other people will attend? (e.g. observers, audience members,reporters, etc.)

❑ How will your audience be advisedof the event? (e.g. invitation, flyers,E-mail, media advisory)

❑ What kinds of resources will youneed? (e.g. audio-visual,microphones, etc.)

❑ Will you serve food or refreshments?

❑ Arrange for facilities. (based onestimated numbers and setup needs)

❑ Consider the accessibility of your site,the need for special transportationor parking arrangements for guestsand participants with special needs.

❑ Prepare mailing lists. (e.g. guests, participants, media)

❑ Write promotional materials. (e.g. invitations, posters, flyers,brochures, media advisories, etc.)

Grant recognition events with ease: Planning tips

Trillium Tip:Remember to give yourspecial guests, such as yourMPP, as much notice aspossible to ensure they canparticipate. Three to fourweeks’ notice is probablyideal; less time may reduceyour chances of involvingthese busy people.


Confirm date, time and location of event with participantsInvite special guests: Minister or localM P P, community leaders, celebrities, etc.Call to discuss the availability of thesespecial participants and to determine ift h e y are willing to be part of your event.You may have to adjust the date or timeto suit their schedules. This is also a goodtime to find out about any protocols tofollow, how to address them, etc.

Invite OTF: Call your OTFCommunications Officer to obtainadvice about who to invite from theFoundation and to discuss any specialprotocol requirements.

Involve your organization: Designatesomeone to act as the host or Masterof Ceremonies (MC) for your event. Ifyour organization’s leader is speaking,you may wish to have another personact as the host/MC. Have volunteersfrom your organization act as greetersor hosts for special guests during theevent. Appoint an individual from yourgroup to serve as media liason at theevent. Identify someone who can takecandid photographs and documentthese special moments.

Prepare media advisory and news releaseProvide drafts of your advisory toparticipants to get their input andapproval. Remember to include OTF’sacknowledgement tagline in your mediaadvisory and news release. Your OTFCommunications Officer can reviewyour materials to ensure they meetOTF’s recognition requirements.

Prepare agenda and speakers listand distribute to participantsYour agenda should describe all of the events in your program, includingthe names, titles and the order andestimated speaking time for eachspeaker and other participants such as the Master of Ceremonies.

Create an audience to support your speakersThink about who your audience will be— you don’t want your participants t ospeak to an empty room. An audiencecreates a celebratory mood and helpsyour speakers deliver the good newswith greater energy and enthusiasm.Audiences could include staff, volunteersor clients and their families.

Grant recognition events with ease: Planning tips...continued

It’s helpful to give specialguests who are speaking aspecific role to play so theycan prepare their remarksahead of time. Invite themto provide summaries oroutlines of their remarks inadvance. This helps ensurethat all of the participantsknow the general contentof each other’s remarksand avoids repetition.

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About Two Weeks Before❑ Finalize program, activities, agenda.

❑ Invite an audience to be part of yourevent. (e.g. volunteers, members,staff, clients or family members ofthese groups)

❑ Confirm arrangements with speakersand other guests (e.g. date, time,location, parking, accessibilityinformation) and include directions,event tickets, parking pass and othermaterials.

❑ Request that speakers arrive about15 minutes early so they can beescorted to where they are needed –with time to relax and meet otherparticipants.

❑ Invite speakers to provide summariesor outlines of their remarks inadvance so all of the participantsknow what will be said.

❑ Prepare day-of-event materials —write and produce event materials.(e.g. agenda, name tags, newsrelease, fact sheets, etc.)

❑ Prepare your detailed mediadistribution list.

❑ Arrange refreshments, audio-visualequipment, flowers, plants, giveawayitems, banners, podiums, parking, etc.

❑ Arrange for individuals from yourgroup to host special guests.

❑ Appoint an individual from your groupto act as media liason at the event.

A Week BeforeDistribute your media advisory by faxor E-mail and follow-up by telephone tosee who is planning to attend. Ask yourcontacts if anyone else at that mediaoutlet should also be on your list. It isimportant to give sufficient notice andthen to follow-up with a reminder theday before your event.

Forward copies of your advisory to allparticipants for their information whenyou distribute it to media.

Send a detailed agenda of your eventto all speakers – with the names andtitles of the host/MC, speakers and non-speaking special guests. Be sure toinclude the specific location (roomn u m b e r, floor, etc. in big buildings) andany other information that will makeyour guests’ participation easier.

If appropriate also provide:• Maps to the site – include

accessibility details;• The location of parking;• The name and phone number (cell) of

an on-site contact who can be calledin case of emergency (like the need tocancel unexpectedly);

• Name of person who will meet themand directions to a specific, easy-to-find location where they will be met;

• Parking passes, tickets, name badges.

SEE: RESOURCE 4: SAMPLE EVENT AGENDA


Trillium Tip:Inviting media and specialguests to your event canprovide an opportunity foryou to showcase the workof your organization.When organizing yourevent, consider invitingmedia and guests to touryour program, project or service.


Assign roles and responsibilitiesPost copies of the media advisory andagenda where staff, volunteers and/ormembers will see it, or distribute themby E-mail to increase awareness of theupcoming event and its importance toyour organization, clients and yourcommunity.

Prepare speaking notes for yourorganization’s speakers, as well as notes to help your Master of Ceremonieshandle introductions of speakers andother special guests.

The Day Before❑ Call your media contacts.

❑ Provide event information to yourreceptionist.

❑ Call your special guests.

❑ Confirm staff roles.

❑ Print and assemble media kit.

Media: Call your contacts to make surethey have seen the advisory and toencourage their attendance. You mayget a sense at this point if they areplanning to attend. Don’t skip thisfollow-up call, as it significantlyincreases the likelihood of mediacoverage.

Telephone follow-up gives you theopportunity to “pitch” your story andgenerate further interest in your event,perhaps by providing additional detailsthat were not included in the advisory,such as any changes to the program,additional speakers, or experts ordignitaries who are planning to attend.

Resend your advisory if it has beenmisplaced or misdirected by a reporteror the media outlet.

Your organization: Give the receptionistor other people who answer yourtelephones copies of the agenda a n dother pertinent information (location ofevent, map, contact person’s name a n dphone numbers) so they can answerlast-minute questions about the eventif participants or media call.

Special guests, celebrities, dignitaries,local heroes and OTF: Call your specialguests to confirm their attendance. Ifthey have staff assisting them, reviewthe event with the staff person andanswer any questions.

Special guest host and media liaison:Confirm that the staff you haveappointed as hosts to special guestsand media liason are prepared for theevent.

Media materials: Print copies of allmedia materials for your media kit.


Caution: Remember not to give the story away inadvance of your event!

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The Day of the Event❑ Set up registration table, media

table and/or welcoming area.

❑ Make a guest book available forguests to sign.

❑ Alert security or individuals inreception areas to the arrival ofjournalists, ensure they know where t o direct them. If appropriate,provide a list of expected guests,including media.

❑ Make sure room is organizedaccording to your plans.

❑ Check that directional andorganizational signage is up.

❑ Check that equipment works.

❑ Make sure all speakers and specialguests are present and know theagenda.

❑ Monitor the program, make suretimelines are met.

Media: Provide support to assist mediain getting the story:• Set up a media table for sign-in and

pick-up of media materials;• Hand out media materials to media

contacts at the event. Assist inarranging interviews as required.

Photos: In addition to formal shotstaken before or after the officialprogram and photos taken during theevent, have your photographer also takeinformal photos after the event is done– when people are relaxed and at ease.

A note about photo releases• Typically, you do not require a photo

release to take or distributephotographs of adults who attend amedia or public event. A photo releaseis also not necessary to use “news-style” photographs taken at publicevents.

• A photo release should be used whenimages of individuals — other thant h e examples noted earlier — may beu s e d for promotional or marketingp r o d u c t s such as brochures, posters,annual reports, etc. It is alwaysprudent to ask parents to sign aphoto release, in advance, forapproval to take and use photographsof minor children.

Volunteers and host: Make sure youpersonally thank all who helped withthe logistics of the event — you will bebusy, it will be easy to forget.



After the Event❑ Distribute media kits as soon as

possible after your event to reporterswho were not able to attend.

❑ Pack up and return all materials(banners, equipment, leftover print materials, etc.).

❑ Send thank you notes to those whoprovided special services and, ifappropriate, to other participants orguests.

❑ Acknowledge the contributions ofvolunteers.

❑ Debrief appropriate members of yourorganization about the event.

❑ Prepare any post-event publicity(e.g. photos with the names ofparticipants and descriptions aboutwhat they are doing).

❑ Track and document media coverage– send copies to OTF.

Media: Hand-deliver or courier yournews release as soon as possible to contacts that could not attend. Callmedia contacts to ensure they have the information they need for theirstory and offer to set up interviews for reporters who couldn’t attend.

Send a photo of the event (ask inadvance whether they prefer to receive pictures, negatives, slides ordigital images). Include a caption thatexplains who is in the photo (use correcttitles and spell names right), what theyare doing and why. Watch the mediafor coverage of your event.

Special guests, celebrities, dignitaries,local heroes: Send thank you notes and,if possible, photos with descriptions, asa memento of their participation.

Your organization: Post pictures andinformation about the event on yourw e b s i t e . Thank your team – participants,volunteers, members and staff – for their assistance.


Trillium Tip:Remember to send copiesof your media clips andphotos (include the namesof people in the picturesand their role) to your OTFProgram Manager and/orCommunications Officer.


Effective two-way communicationimproves the performance of anorganization, reducing the opportunityfor confusion and misinterpretation ofkey policies and decisions. Your members,volunteers and other supporters andstakeholders need to be “in the loop” to contribute to your public relationsactivities. If they don’t know, they can’t help.

While there are many tools forcommunicating with your internalstakeholders, the following may be easyto introduce into your own organization.

❑ Identify an individual and a back-upperson to be contacts for mediarelations.

❑ Let everybody know who they areand how they can be reached sothat media inquiries can be routedto them quickly.

❑ Discuss your media relations plansand activities — and your results —in your newsletter, on your websiteor during meetings.

❑ Distribute or post media advisories,event agendas and news releaseswhere staff, volunteers and memberswill see them after they have beenprovided to media (e.g. bulletinboards, website, E-mail, newsletters).

❑ Post or distribute news articles fromprint media about your organization.

❑ Involve volunteers in your mediarelations planning, activities andevents.

❑ When providing individuals withconfidential information — such asthe news that you have beenawarded an OTF grant that cannotbe made public during a blackoutperiod — make them aware thatthey cannot share the informationuntil a certain date or event passes.

❑ Make time to celebrate yourorganization’s achievements and thecontributions of members, volunteers,funders, staff and other stakeholders.

Internal communications

1 Resource 1 – Using OT F ’s corporate visual identity

3.2 Resource 2 – Public relations planning worksheet

3.3 Resource 3 – Special event checklist

3.5 Resource 4 – Sample event agenda

3.6 Resource 5 – Sample media advisory

3.7 Resource 6 – Sample news release

3.8 Resource 7 – Photography tips

3.10 Resource 8 – Sample photo release

Part 3: Helpful Resources

1.800.263.2887 www.t r i l l iumfoundat ion.orgTHE ONTARIO TRILLIUM FOUNDATION PUBLIC RELATIONS TOOLKIT 3.1

The OTF logo is available in a variety of formats by going to our website. Select the format of thelogo that best suits your project. It isrecommended that, whenever possible, you direct your designer orprinting company to www.trilliumfoundation.org.

Other than proportional resizing, thelogo may not be modified in anyway.

Low-resolution logos for digital useonly are available by e-mail requestfrom [email protected] orfrom your Ontario TrilliumFoundation Communications Officer.

In your e-mail, please let us knowhow you will be using the logo(probably on your website, but pos-sibly in other applications like e-mailnewsletters) and whether yourequire colour or black on white.

Resource 1 – Using OTF’s corporate visual identity

BILINGUAL STACKED (our preference)

BILINGUAL BANNER

PANTONE 575PANTONE 209


Setting objectivesDescribe what you want to accomplish in briefaction-orientedstatements.

Defining audiencesWhat individuals andgroups do you want tor e a c h ?

Reaching audiencesWhat is the best way, orbest media, to reach them?

Creating messagesWhat messages do youwant these audiences to understand andr e m e m b e r ?

Resource 2 – Public relations planning worksheet

What media will thisannouncement/event appeal to? ❑ Daily print media

(editors, reporters, columnists)

❑ Radio

❑ Television

❑ Websites

❑ Community weekly newspapers

❑ Trade or association magazines or newsletters

❑ Special interest newsletters

Checklist of tools: Media event❑ Agenda/program

❑ Logistics and hosting

❑ Media advisory

❑ News release

❑ Speaking notes for participants

❑ Questions and Answers (for internal use only)

Media kit contents: (as appropriate)❑ News release

❑ Fact Sheets

❑ Biographies of special guests,celebrities

❑ Illustrations (drawings, photographs)


One Month Before❑ What is the goal of the event?

❑ Who do you want to know aboutthis good news? (e.g. key audiences)

❑ How many people will participate?Who should they be? (e.g. speakers,master of ceremonies, performers, etc.)

❑ What role will each speaker play –what should they talk about?

❑ How many other people will attend?(e.g. observers, audience members,reporters, etc.)

❑ How will your audience be advisedof the event? (e.g. invitation, flyers,E-mail, media advisory)

❑ What kinds of resources will you need?(e.g. audio-visual, microphones, etc.)

❑ Will you serve food or refreshments?

❑ Arrange for facilities. (based onestimated numbers and setup needs)

❑ Consider the accessibility of your site,the need for special transportation orparking arrangements for guests andparticipants with special needs.

❑ Prepare mailing list. (e.g. guests, participants, media)

❑ Write promotional materials. (e.g. invitations, posters, flyers,brochures, media advisories, etc.)

❑ Other:

About Two Weeks Before ❑ Finalize program, activities, agenda.

❑ Invite an audience to be part of yourevent. (e.g. volunteers, members,staff, clients or family members ofthese groups)

❑ Confirm arrangements with speakersand other guests (e.g. date, time,location, parking, accessibilityinformation) and include directions,event tickets, parking pass and othermaterials.

❑ Request that speakers arrive about15 minutes early so they can beescorted to where they are needed –with time to relax and meet otherparticipants.

❑ Invite speakers to provide summariesor outlines of their remarks inadvance so all participants knowwhat will be said.

❑ Prepare day-of-event materials —write and produce event materials.(e.g. agenda, name tags, newsrelease, fact sheets, etc.)

❑ Prepare your detailed mediadistribution list.

❑ Arrange refreshments, audio-visualequipment, flowers, plants, giveawayitems, banners, podiums, parking, etc.

❑ Arrange for individuals from yourgroup to host special guests.

❑ Appoint an individual from yourgroup to act as media liaison at thee v e n t .

❑ Other:

Resource 3 – Special event checklist

1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r gTH E ONTARIO TRILLI UM F OUNDATIO N PUBLIC RELATION S TO O L K I T 3.4

The Day before the Event❑ Call your media contacts to make

sure they have seen the advisoryand encourage their attendance.Offer to resend the media advisoryby fax and confirm their faxnumber.

❑ Provide your receptionist and otherpeople who answer your telephoneswith copies of agenda and otherpertinent information, so that theycan respond to any last minutequestions.

❑ Call your special guests, dignitaries,local heroes and OTF to confirmtheir attendance. If they have staffassisting them, review the eventitinerary and answer any questions.

❑ Confirm that the staff you haveappointed as hosts to specialguests and media liaison areprepared for the event.

❑ Print copies of all media materialsfor your media kit.

❑ Other:

The Day of the Event❑ Set up registration table, media

table and/or welcoming area.

❑ Make a guest book available forguests to sign.

❑ Alert security or individuals inreception areas to the arrival ofjournalists, ensure they know where t o direct them. If appropriate,provide a list of expected guests,including media.

❑ Make sure room is organizedaccording to your plans.

❑ Check that directional andorganizational signage is up.

❑ Check that equipment works.

❑ Make sure all speakers and specialguests are present, and know theagenda.

❑ Monitor the program, make suretimelines are met.

❑ Other:

After the Event ❑ Distribute media kits as soon as

possible to reporters who wereunable to attend.

❑ Pack up and return all materials(banners, equipment, leftover printmaterials, etc.).

❑ Send thank you notes to those whoprovided special services and, ifappropriate, to other participantsor guests.

❑ Acknowledge the contribution ofvolunteers.

❑ Debrief appropriate members ofyour organization about the event.

❑ Prepare any post-event publicity(e.g. photos with the names ofparticipants and descriptions aboutwhat they are doing).

❑ Track and document mediacoverage – send copies to OTF.

❑ Other:

Resource 3 – Special event checklist...continued


OTF Media Event for the Municipal Concert Band

Friday, October 3, 2003 – 10:30 a.m. The Thistle Inn123 Main StreetMunicipality, Ontario

Agenda

10:30 Coffee and muffins available

11:05 Town Crier welcome(he’ll act as Master of Ceremonies)

11:10 Introduces Anne Volunteer,Grant Review Team Chair, Ontario Trillium Foundation- Invites Ms. Volunteer to speak

11:13 Introduces Wally Conductor,President of the Municipal Concert Band- Invites Mr. Conductor to speak

11:15 Introduces the Minister, Government of Ontario- Invites the Minister to speak

11:20 Introduces Judi Communicator,Publicity Coordinator of the Band- Invites Ms. Communicator to speak

11:25 Photo opportunity: Minister presents an OTF certificate toM r. Conductor while Ms. Volunteer and Ms. Communicator look on

11:30 Finish

Resource 4 – Sample event agenda

1 . 8 0 0 . 2 6 3 . 2 8 8 7 w w w. t r i l l i u m f o u n d a t i o n . o r gTH E ONTAR IO TRI LLIUM FOUND AT IO N P UBLIC R ELATI ON S TO O L K I T 3.6

Organization’s letterhead or nameAddress (in a smaller font)

October 10, 2003

Media Advisory

Ontario Trillium Foundation and Human Service Agency of Goodtown

MPP Jane Citizen will join Ontario Trillium Foundation representative John Kindheart.

To make an important announcement on October 10, 2003.

Human Service Agency of Goodtown1234 Main StreetGoodtown(directions)

Thursday, October 16, 2003 – 10:00 a.m.

The Ontario Trillium Foundation, an agency of the Ministry of Culture, receives annually $100 million of government funding generated throughOntario’s charity casino initiative.

-30-For more information, please contact:Jasper [email protected]

Resource 5 – Sample media advisory

WHO

WHEN

WHERE

WHAT


N E W S R E L E A S E

Organization’s letterhead or nameAddress (in a smaller font)

October 3, 2003

For immediate release

Rescue Unit Volunteers Rev Up for New LaunchThanks to $15,000 OTF Grant

Town/City, Ontario – The Human Service Agency Rescue Unit christened a new rescue launch today, thanks to a $15,000 grant from the Ontario Trillium Foundation (OTF).

MPP for (Ontario riding), Joan Politician joined OTF representative JohnKindheart in congratulating the Rescue Unit at the christening ceremony.“This grant is an investment in our community’s safety,” said Ms. Politician.“I’m delighted to see that this rescue launch is equipped and ready for service.”

Established in 1944, the Human Service Agency Rescue Unit answersemergency calls 24 hours per day, 365 days per year. It offers services such as CPR, first aid, water rescue and searches – all of which are provided byvolunteers who are certified first aid providers.

“We’ve used this grant to purchase the launch and radar equipment that willhelp us find lost boaters on Lake Ontario,” said Unit Chair Bob Search. “We arethankful for the Ontario Trillium Foundation’s commitment to public safety inour community.”

The Ontario Trillium Foundation, an agency of the Ministry of Culture, receives annually $100 million of government funding generated throughOntario’s charity casino initiative. The Foundation allocates grants to eligiblecharitable and not-for-profit organizations in the arts and culture,environment, human and social services and sports and recreation sectors.

-30-For more information, please contact: Susan HelpinghandHuman Service [email protected]

Ce document est aussi disponible en français

Resource 6 – Sample news release


EquipmentYou don’t need expensive equipment orbig lenses to take great pictures; somesingle-use (disposable) cameras takeexcellent pictures. Patience and a goodeye for the shot go a long way togetting great images. The following tipsmay help you take better pictures.

Know your objective – what areyou trying to “say” with this image?Before you shoot, decide what yourfocus will be. Is it the mountain? The reflection in the lake? Or the personsitting on the stone? When you know,you can emphasize it.

Keep it simpleGood pictures are simply composed,including only the subject and aninteresting background.

Crop behind the lensDon’t be shy. Get close to your subjects so the important elements fill your frame. Eliminate visual clutter.

It’s not target practiceIt feels natural to put subjects in themiddle of a picture, but centeredcomposition is rarely best. Placesubjects off-centre. Ask people to looktoward you, or stand in a place wherebuildings or objects appear to be facingthe camera.

Capture the contextPictures only say a thousand words whenthey tell a story. Don’t get so close thatthe camera misses what subjects arereacting to or participating in.

Wait for the “moment”While your eye is on the lens, watchwhat is happening. Take your shot at a moment when your subjects look atease or are reacting spontaneously to events around them, when the animalturns to look at you, or the bird flies across the horizon.

Resource 7 – Photography tips


Turn it on its sideTry vertical and horizontal camerapositions to see which will create abetter result.

Set it up after the main eventWhile candid photography can producewonderful results, set up a shot afterall the excitement has passed andparticipants can be positioned for a“re-creation” of the moment.

Steady onWhatever kind of camera you’re using,whenever possible steady yourselfagainst a solid object or wall and releasethe shutter in a smooth, even movementto get sharp photos.

Take lots of shotsIt’s only film, (or bits and bytes if you’re using a digital camera) and these moments will never come again. There’s safety in numbers! Click away!

Important for all digital photographersBe sure to shoot large photos at high resolution so there is sufficientinformation in the file to achieve goodquality results when printed in hardcopy format or for reproduction innewsletters or other printed materials.Small photos at low resolution will notproduce good results when used inthese other applications.

A reminder about photo releasesTypically, you do not require a photorelease to take or distribute photographsof adults who attend a media or publicevent. A photo release is also notnecessary to use “news-style”photographs taken at public events.

A photo release should be used whenimages of individuals – other than theexamples noted earlier — may be usedfor promotional or marketing productssuch as brochures, posters, annualreports, etc. It is always prudent to ask parents to sign a photo release, inadvance, for approval to take and usephotographs of minor children.

Resource 7 – Photography tips...continued


Photo Release and Authorization

I hereby give my permission to, for the unrestricted right to take, use and publish my photograph and likenessin publications, promotional materials, website and any other communicationvehicles, including electronic forms, at its discretion.

Further,shall have complete ownership of the photographs and shall have the exclusive right to make use of such photographs as it deems appropriate forpurposes including, but not limited to, the promotion or illustration of itsprograms and activities.

I release and all of its directors,officers, employees and agents from liability claims and costs of whatever kindoccurring in connection with being photographed or from the use of the imagesobtained therefrom.

Name (please print):

Signature:

Date: Telephone: ( )

If under 18 years of age, a parent or guardian must grant permission:

Parent/Guardian (please print):

Signature:

Date: Telephone: ( )

Resource 8 – Sample photo release

Name or Organization



Record your grant recognition activities

Keep samples of media and promotional materials

File media clippings andphotographs safely

Part 4: Tracking Your Results

public relations toolkit - nonprofit marcommunity · public relations planning worksheet 3.3...

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