Welcome to Welcome to email marketing software that gives you - - PDF document

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Media Service Workshop

October 21, 2015

Media Service

Welcome to Welcome to

MailChimp is an email marketing software that gives you easy

• ptions for

designing, sending and saving email templates.

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Getting Started

Each of you will receive a welcome email from Mailchimp with a link to sign up. Once you sign up, you may be prompted to verify your account.

This is your homepage. All campaigns will show up here. Here you will create a folder to house your

• rganization’s releases.

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On the next page you will be given the option to:

Send to Entire List

OR Send to a Group

• r New Segment

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“Send to a Group or Segment” “Send to a Group or Segment”

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“Send to a Group or Segment”

Choose “One of” or “None of”

Choose the Media Types you want to Include or Exclude

“Send to a Group or Segment”

You can choose to further narrow or expand your group of recipients by clicking “Add Condition”

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Navigation will be at the bottom

• f the

screen

Name your campaign: This is solely for internal use. Use

your Organization name

Email Subject: This is what media will see in their inbox.

Make it catchy & to the point. Avoid unnecessary adjectives (great, awesome, amazing).

From Name: Media will see this in their inbox. Use

Organization name (or your name if you are an individual artist).

From Email Address: Media will see this in their inbox and

it will be who receives any replies from media. Make it an email address that is checked often and is professional (e.g. NOT dancerqueen123 @ yourdomain.com)

Default settings are in place. Do not be concerned with these check boxes

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Default settings are in place. Do not be concerned with these check boxes

On Templates Page click

• n

“Saved Templates”

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Preferred: 1 Column Release

Simple Text Release Release with Sidebar

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You will see this footer at the bottom of every release you send through the service.

Do not edit this.

When your release is complete click “Preview & Test.” “Enter Preview Mode” first then, if satisfied with result, “Send Test Email”

Send a test to your email address

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After preview is sent, click “Next”

YOU’RE FINISHED! (almost)

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For step-by-step instructions & release guidelines go to:

artshuntsville.org/member-services Service available starting: Monday October 26, 2015

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What is Newsworthy?

How to ensure coverage for the arts

Television, Print & Radio have very different needs

It is your job to answer: Why does your event or program warrant that :25 to 2 minutes of coverage? How do you improve your chance for coverage?

• Send a clear, thorough, &

attention grabbing press release

• Be available/accommodating
• Follow up the day of the event
• Make connections.

Reporters/producers can vouch for you in editorial meetings

• Send photos. If they can’t get a

cameraman to you, you can still get promotional content to them.

• Request Interviews on morning or

midday shows It is your job to answer: Who, What, Where, When, Why & How much. Never make them ask! How do you improve your chance for coverage?

• Be available/accommodating
• Make connections. Many

publications have reporters on “beats.” Know who covers Arts & Entertainment!

• Send photos.
• Submit info to Calendar of
• Events. Often publications require

you to input your own information

• nto an online calendar. Know the

deadlines for print calendars and have a plan in place.

Print Television

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Television, Print & Radio have very different needs

• On-air talent will often talk

about events on air.

• PSA. Many stations air 15-30

second community PSAs for free, but they must follow certain guidelines. Many stations require them weeks in advance. (consult media guide for details)

• Request Interviews.

Promote Yourself

Have a social media plan in place. You cannot count on a media source to write/produce a story about your event. Be active in promoting your

• wn events on Facebook,

Twitter, and other social media outlets.

Radio

How to write a Press Release

How to ensure your release doesn’t end up in the trash

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What is the purpose of a Press Release?

Present a newsworthy story. What is newsworthy?

• Relevant/Timely
• News is always happening. Keep it current. If it’s happening/happened

today, it’s news.

• Significance
• The number of people affected by this event. A private, invite-only

event is not newsworthy (e.g. pARTy).

• An event that impacts more than just the event-goers will garner more
• coverage. (e.g. Panoply shuts down portions of Williams Ave. & Church
• St. Not only will the event get coverage, but reporters will cover traffic

impact and meteorologists will provide tailored weather forecasts.)

• Proximity
• People care about what’s happening close to home. In most cases an

Atlanta or Nashville publication is not going to run a piece on a Huntsville event. However, reaching out to regional publications to promote large, annual events can draw in visitors from neighboring states and regions. Use your best judgment.

• Prominence
• Events featuring local leaders gain more interest.
• Human Interest
• Human interest stories appeal to emotion and/or demand action.

Television news programs often place humorous, quirky, or uplifting stories at the end of the show to finish on a high note. Newspapers often have sections dedicated to Human Interest/Lifestyle stories.

A press release is a sales

• tool. You are selling the

media on your event and

• rganization.

A press release should convey the authority and credibility of your

• rganization.

Every Release Answers 6 Questions

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What’s in a Press Release

Logo / “Who”

Release Date

Title

Media Contact Info “When,” “Where,” “How much”

“Who” & “What”

Contact Info

Press Release Format

Social Media Quotes “Who,” “What,” “Why”

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Then what?

Follow up with a Media Advisory

Send the day before the event  Provides “Who, What, When, Where, How much” in bullet points format NOTE: Reach out to your contacts to see if they will be at your press event.

Send Your Press Release!

Send releases at least a week before your event. NOTE: If you want to schedule live TV or Radio interviews you will need to reach out to

• rganization several

weeks (sometimes months) in advance. They will not require the press release at the time you reserve your spot.

QUESTIONS?

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Creating PSA’s for Radio (and TV)

What is PSA?

A public service announcement (PSA) is a message in the public interest disseminated by the media without charge, with the

• bjective of raising awareness.

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What makes a GREAT PSA?

PSAs typically last no more than :15 or :30 seconds. In that time, you should address: Who, What, When, Where, Why & How Much?

 Avoid flowery language and words like “very” and “really”  Direct people to where they can find additional information  Keep it simple. Remember, they are most likely driving!  Cut out information that’s implied (“Alabama” in the location or “www” in the web address)

Panoply Radio PSA 2014

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Note:

Some stations require pre-produced PSAs, not just a script. If you do not have the resources to produce a PSA they will allow you to record one in- studio. Stations often needs 2 -5 weeks advance notice on a PSA. Know each radio station’s deadline and have a plan in place.

QUESTIONS?