NDW Tips
"What a wonderful resource. It is like
getting a free course in public relations."
TIP #1
You can do it on your own. There is no
need for you as an individual or club to clear everything through
the NDW Committee. We'd like to know what you are doing and perhaps
give you some recognition on the web site.
Publicity Tip
Publicity is not that hard to generate. Simply typing up a press release
and sending copies out to the local papers, magazines, radio and television
stations works wonders. It is a win-win-win situation. It is publicizing
out best friend, providing information to the press, publicizing you
and your organization and may even have them interview you. Here is
your chance for 15 minutes of fame.
Demonstration Suggestion
A good venue for a demonstration is a large mall. Many of these malls
have a staff that wants to attract people to the mall. They are set
up to produce publicity but that doesn't mean that you shouldn't send
out publicity.
Respectfully submitted,
CAPTAIN HAGGERTY
Chairman, National Dog Week
TIP #2
How To Handle the Interview
Press releases can very well generate more results than you plan.
Now we are putting the cart before the horse to discuss a radio or
TV interview but you have to be prepared. Preperation is the key.
Here are some tips:
1) Focus on what you want to discuss. The pony that is moving this
dog and pony show forward is, or should be National Dog Week.
2) Pre-plan some sound bites----as few as three or four words that
get a an idea across. TV is fast with shorter bites than radio.
3) Be aware of questions from out of left field. Be prepared to shift
the talk back to what YOU want to talk about. "What about all these
dogs killing people?" Answer, "Good point! National Dog Week encourages---and
has been for 76 years----responsible dog ownership."
4) Actually practice and rehears an interview with a friend or neighbor.
Try to get a "wise-guy" who will try to throw you off.
More of this in subsequent newsletters.
Publicity Tip
Publicity is not that hard to generate. Simply typing up a press release
and sending copies out to the local papers, magazines, radio and television
stations works wonders. It is a win-win-win situation. It is publicizing
our best friend, providing information to the press, publicizing you
and your organization and may even have them interviewing you. Here
is your chance for 15 minutes of fame. In subsequent posts we'll tell
you how to handle these interviews. The purpose of these tips is to
help you publicize National Dog Week. You can do it on your own. There
is no need for you, as an individual or club to clear everything through
the NDW Committee. We'd like to know what you are doing and perhaps
give you some recognition on the web site. The purpose of NDW Tips
is to give you ideas as to how to promote NDW. You can use these tips
for other dog-related purposes such as promoting yourself, your club
or your business. If you are like the most of us, we hope that your
whole life is dogs. If not, use these tips for yourself but get your
practice on National Dog Week.
Demonstration Suggestion
Demonstrations are great! They are easy to put together. Work with
a local obedience club, dog training school, police department or
other organization. A few phone calls and you'll make new friends
and will easily find some that want to perform----and they will be
grateful for the opportunity.
Educational Suggestions
NDW is a great time to offer worthy instruction for schools. It is
something you can hang your hat on. Dog Safety is a good subject that
the school would be willing to set-up instruction on. You can at the
same tell the students how wonderful dogs are and how they have helped
mankind. Here do you get speakers? That is easy. There are those that
LOVE to talk about dogs. How can you put frosting on the cake? Get
local SAR people to speak. Get the local police department dog handler
to speak.
Purpose of these tips
The purpose of these tips is to help you publicize National Dog Week.
You can do it on your own. There is no need for you, as an individual
or club to clear everything through the NDW Committee. We'd like to
know what you are doing and perhaps give you some recognition on the
web site. The purpose of NDW Tips is to give you ideas as to how to
promote NDW. You can use these tips for other dog-related purposes
such as promoting yourself, your club or your business. If you are
like the most of us, we hope that your whole life is dogs. If not,
use these tips for yourself but get your practice on National Dog
Week.
For the dogs,
CAPTAIN HAGGERTY
Chairman, National Dog Week
TIP
#3
Doing it on the cheap. We've discussed demonstrations for NDW. Here
is something that is a piece of cake to put together and is a win-win-win
publicity situation. While it can be done in a short-time frame
it does require preparation. A PRESS CONFERENCE is the calling together
of all elements of the press and make a pronouncement about the
76th Anniversary of National Dog Week At the press conference you
will review some of the wonderful things dogs have done people.
A quick recap on getting the word out: the Internet is your best
bet. You should have the e-mail addresses of all the local newspapers,
magazines, radio and TV stations waiting to be clicked on simultaneously.
As an added address or two include the addresses of newspaper people
you know or have determined are "dog friendly".
Rather than writing and sending out just one press release send
out THREE. The first press release will say when and where you are
holding the conference. The second one, the day before tells them
what you will do and the third one after you have conducted the
press conference tells them what you have done. Each one will be
different and easily re-written on your computer.
Rule number one on the presentation is having something "visually
interesting". Print media needs a great photo or two and the TV
stations are even more visually oriented. The contrast between a
Chihuahua and an Irish Wolfhound is a great example but let you
imagination run wild. Have a "personality" there. Politicians are
easy to get a hold of but I would suggest a local search and rescue
volunteer or a police officer with their dogs----visually interesting.
A top winning Best-in-Show dog would qualify. A local dog-friendly
actress would work. With a number of potential interviewees there
you are able to handle more than one member of the press at the
same time. Needless to say you have to invite these personalities
before hand but you will be surprised to see how easily it can be
done. They love publicity too.
Where does one hold a press conference? Well, if you are an animal
shelter that is the best place to hold the conference. I said I
was going to tell you how to do it on the cheap and I'll tell you
how to line up a central location for the press that is pleasant
and inexpensive. There must be a really nice restaurant that you
patronize and you know the proprietor. Now if you ask the owner
how much the charge would be to host a press conference a price
will be quoted. Don't do that! Describe what you are doing and tell
the owner that it would be good publicity for the restaurant. Tell
the owner that you would like to use his facility for between one
and two hours and should any of the press want something you certainly
will pay for the individual cost (rather than having a complete
buffet). I didn't tell you it was going to be totally free. If you
want to really be generous you can offer the same for your attending
personalities. The true member of the press will be too busy to
run up your bill and they have another job to get to.
Make sure you have copies of the press releases there for the press
to pick up plus any other hand out material that will enhance the
story and the dogs.
When do you schedule it? Avoid mealtimes if you are using a restaurant.
Weekends are a poor time because the press has short crews then.
Monday is a good day because it is a slow news day. Start preparing
now.
The "Day Book". AP and other press services have a day book that
list such things as your press conference. Do you best to be listed
in the daybook. The daybook is checked first by the press. Don't
feel that you have already sent them a press release and your job
is done. Getting a daybook listing is all-important and check first
thing in the morning to make sure you are in the book.
Now just because you set up a conference don't feel your job is
complete. Do some of the other suggestions you have been given in
these tips. NDW is a weeklong and try to celebrate it for seven-days.
For the dogs,
CAPTAIN HAGGERTY Chairman, National Dog Week
TIP #4
The tail wagging the dog
Everyone wants to know how to promote National Dog Week. You have
the best Press Release in the world. Dogs! I don’t care if you are
selfish. Promote your breed, your rescue group, your kennel club,
your business and yes, yourself. Should you business deal in dogs
so much the better. NDW is the excuse to promote your business.
In other words have the tail wag the dog. Make a negative into a
positive.
Here is your opening copy:
Firehouse 123 saluted
In our modern society more and more traditional are being left behind.
Did you know that fewer and fewer firehouses have fire poles and
Dalmatians? Charles’s Storm and Screen Door Company is for National
Dog Week honoring Firehouse 123 because they are keeping the Dalmatian
and fire pole tradition. Sure it is the tail wagging the dog but
it gives you an idea as to how things can be done. Bizarre, unusual,
imaginative? Yes but why not? There are other ideas on the web site.
Should you want or have any other ideas contact me at (561) 747-8181
or Babette Haggerty
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