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Public & Media Relations
Spreading the word About NPW
Any time you tell others about NPW, you are engaging in public relations.
PR tactics for National Payroll Week include hosting special events for NPW,
submitting newsletter articles about NPW, teaching classes in conjunction
with NPW, sending press releases or media advisories about NPW events, submitting
NPW-related articles for publication, and writing letters to the editor highlighting
NPW. Each tactic has a targeted audience, and it is your responsibility to
know who that audience is before pursuing any of these tactics.
Many of these tactics have been covered in How
to Celebrate in Your Company and How
to Celebrate in Your Community; however, one of the largest aspects of
public relations is dealing with the media. Obtaining media coverage for
NPW is one of the best ways to spread the word and heighten awareness of
your profession.
- Before contacting the media to pitch a story, you need to determine if
your story is newsworthy. The media is always interested in human-interest
stories, and likes to work such stories into a newscast or a column
when possible. Topics of interest may include:
Did you obtain an NPW proclamation?
Are you performing a community service in conjunction with NPW? Are you working
to educate young workers about their paychecks? Find
out how.
- Once you have determined that your story is newsworthy, you will want
to send a press
release.
Be sure you have identified the correct contact for your story, and send
your release directly to that person. Follow up with a phone call to ensure
he/she received your release. Need help finding the right media person? Return
the media list
request form to APA and get a tailored list of the media in your area.
- If you are hosting an event and would like a member of the media to
attend to cover the event or take pictures, you will want to send a media
advisory.
Your media advisory only relates the specifics: who is hosting
the event, what the event is, when the
event is taking place (include date and time), where the
event will be held, and why the event is happening. While
you may not obtain a story from the event, you might see event photos published
in the Lifestyle section of your local newspaper!
- You’ve sent your press release, you’ve followed up, and
you’ve been contacted for an interview—what now? First, congratulate
yourself. Then, read through this sample
Q & A to get an idea of NPW-related questions you might be asked
and possible answers you can offer. After that, read through these interviewing
tips to ensure you look like a pro when you’re in the spotlight!
- Submit a letter to the editor of your local newspaper—this is a perfect venue for you to explain
the significance of NPW and the payroll profession and why every worker
in America should celebrate with you.
If you receive media coverage for your NPW activities, be sure to send a personal
thank you note to the journalist who covered your story, and
stay in touch with that journalist for possible future coverage.
Even if you didn’t receive any coverage, keep in touch
with journalists throughout the year by sending a note now and then along
with any industry news that might be of interest to them. When NPW rolls
around the following year, send them each a special NPW item to remind them
that it’s that time of the year again.
Be aware that your story is only one of possibly hundreds vying for attention.
If you don’t succeed the first time, don’t give up.
Obtaining media coverage is often a matter of building relationships,
and if you make it a point to keep in touch without being pushy, many journalists
are much more likely to want to give you a break and cover your story in
the future.
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