Why You Should Organize A Publicity Program

During National Engineers Week, you have the opportunity to increase public awareness of the positive contributions engineers make to their communities, this nation and to the world. Media coverage is a key component of this effort.

Having your programs and participants featured in the media helps you recruit
sponsors, instill pride among your volunteers, interest members of the community in participating in your events, and generate tremendous goodwill for your profession and organization.

It is important to remember that the public is interested in engineering not so much as a profession, but in how the profession affects their lives. If your story is important to the community, it will be of interest to the media.

Step-by-Step Planning

Whether you're working on your own or as part of a large group, securing media coverage can be made easier by following these steps.

• Determine what you are trying to have publicized or covered in the media. Is it a classroom visit, contest, or special event?

• Determine when and where the activity will take place.

• Develop a media list of who would be interested in the event. Include city, state, trade and engineering society press.

• Develop and execute a publicity plan. Decide what needs to be done by whom.

• Evaluate your publicity results.

What Makes News

For your activities and programs to be newsworthy, they must have some relevance to the community. How does engineering and your National Engineers Week program affect the local economy? Are there prominent individuals involved? Is the event unique? Creative? A first? Is the event open to the public and is it visually appealing for television reporters?

When planning your approach to reporters, the key is to think through the angles that would be of interest to them. A hint: before approaching a reporter with your story, try it on your family members. If you can get them interested in it, you have a chance with a reporter. Examples include:

• National Engineers Week activities involving students appeal to the media.

• Special exhibits can attract television coverage if they are interactive, show a new technology, or feature a twist on an old idea. For example, one Engineers Week committee sponsored a fashion show at the local mall. The "fashions" were engineering gear.

• A survey of local business leaders on the health of engineering businesses in the area would be of interest to business editors.

• Awards may be covered by smaller newspapers but unless a very prominent individual or celebrity is involved it is unlikely they will receive broadcast coverage or coverage by larger papers. Banquets are also unlikely to generate much interest unless they have a celebrity speaker.

Getting Reporters to Cover Your Events

Be aware of media deadlines when scheduling events. Holding a competition in the morning will allow television and radio reporters to run stories that day, and newspaper reporters to meet the afternoon deadline for the next morning's edition.

Send a well-written and timely release about 10 days in advance of the event.

A week before the event call reporters to determine if they received the release. Ask if they have questions or would like to schedule an interview. Be prepared to explain very quickly the nature of the event and why it might interest them.

Follow up with a second phone call a few days in advance of the event to confirm attendance. Keep in mind that hours to talk with reporters are often between 10 a.m. and 1 p.m.

When reporters arrive at your event, greet them, sign them in, and direct them to where they are to sit or set up. Some may want to interview participants and special guests.