Archives: Christmas Pack #10
Reaching Out to Others
Reaching Out Through the Media
Index for this Section- Introduction
- Writing a Media Release
- Preparing Public Service Announcements
- Other Publicity Tactics
- About the Author
Reaching Out Through the Media
By Heidi K. Roy
Introduction
Holiday sale ads, stories about crowded shopping malls, and articles that offer Christmas gift suggestions clutter our mailboxes, fill the airwaves and invade our homes during the months preceding the celebration of the birth of Christ. Whether we want to believe it or not, television, radio and newspapers play a large role in commercializing our Christmas.
However, the media also can be used to tell the other side. Perhaps you have seen an article in your local newspaper about an alternative Christmas festival or have heard a radio talk show on the pros and cons of Santa Claus. While these stories sometimes seem overshadowed by the chaos of Christmas time, they too can have an impact.
By reaching out through the media, you can help to change the way others celebrate Christmas. By introducing people to the alternatives, you can teach others that Christmas and other holidays can be more meaningful and less commercialized.
In November and December, many newspapers, television stations and radio stations will be looking for interesting Christmas stories. Whether you are planning a community Christmas festival, an alternative Christmas workshop or another alternative Christmas celebration, let the media know. Media events such as rallies, demonstrations, street theater and press conferences that offer unusual photo opportunities can also get the media's attention. Local media will be especially interested in finding out what is happening within the community.
There are a number of ways to share your message with the public. Media releases, public service announcements, letters to the editor and advertisements are some of the ways to get your message heard.
Writing a Media Release
If an activity or project you're undertaking is news, a media release should be written and sent to all relevant media. Consider the following guidelines when preparing a media release:
- Always type your copy double-spaced on 8 1/2" x 11" paper, using only one side.
- Leave at least one-inch margins on both sides so that the copy may be edited.
- Include information about the contact person. Type your name, title, organization, address and telephone number.
- Make sure the first paragraph covers the who, what, where, when, why and how of your event.
- If your release runs more than one page, type "- more -" at the bottom of the page and number each page. Repeat contact person information at the top of each page.
- Type "###" or "30" at the end of your release.
- Mail, email, fax or hand-deliver the finished release to all newspapers and magazines and television and radio stations in your area. Also don't forget to include community, office and church newsletters on your mailing list.
- Look over the following sample media release as you prepare one of your own.
Sample Media Release
FOR IMMEDIATE RELEASE
Mary Jones, Director
First Church Alternative Christmas Campaign
1000 Main Street, Mayville, CT 06000
(203) 555-0101
November 1, 2000
What Is Important About Christmas?
The congregation of First Church of Mayville is urging its members and community to consider what is really important about Christmas. On Saturday, November 25th, from 11 a.m. to 5 p.m., the First Church of Mayville will hold its 2nd annual Alternative Christmas Workshop.
Leaders of the workshop will discuss alternative Christmas giving, the role of Santa Claus and the focus of Christmas in the household. Free household Christmas booklets will be given to each participant.
Participation is open to the public at no charge. Reservations must be made by noon, November 20th, by calling 555-0101. ##
Preparing Public Service Announcements
Radio and television stations generally have free announcement times or space for community events or public service information. Take advantage of this free publicity by preparing public service announcements (PSAs) that inform the public of your alternative Christmas events. Consider these guidelines:
- Always type your announcements double-spaced on 8 1/2" x 11" paper. Leave at least one-inch side margins.
- Include information about the contact person at the top of the page.
- Write copy to fit 10-, 20-, 30-, 45- or 60-second spots. A 10-second announcement is about 25 words long; a 20-second is about 50 words; a 60-second is about 150 words. While the station determines how frequently to run a spot, shorter spots will generally be aired more often.
- Always identify sponsoring groups clearly.
- Write scripts that get attention. Show how the listener can benefit and ask for action - such as calling for more information.
- Remember that since radio and television stations air public service announcements free of charge to nonprofit groups, no commercial references can be included.
- Mail, email, fax or hand-deliver PSAs to stations at least two weeks before you want them aired.
Sample Public Service Announcement
John Smith, Director
Newtown Alternative Christmas Festival
2000 First Avenue
Newtown, WA 91234
(206) 555-0101
Christmas Festival Offers Alternatives
FOR USE THROUGH DECEMBER 8
November 1, 2000
20-Second: Join in celebrating Christmas at Newtown's fifth annual Alternative Christmas Festival. Puppet plays, live music, crafts and other activities are available for all ages. Celebrate with the community at the First Church of Newtown on Saturday, December 9th from 10 a.m. to 8 p.m. Child care available.
30-Second: "Whose Birthday Is It, Anyway?" is the theme of Newtown's fifth annual Alternative Christmas Festival. This community birthday party for Jesus offers refreshments, live music, puppet plays, a self-help craft shop and other activities and displays. Join us in honoring the one whose birthday it is at the First Church of Newtown on Saturday, December 9th from 10 a.m. to 8 p.m. For more information call John or Ellen Smith at 555-0101.
Other Publicity Tactics
Media releases and public service announcements are only two of the many ways to publicize special events and alternative opinions. Often radio and television stations have sound-off spots where people can air their views on various subjects. Radio phone-in shows are another forum.
You can share your views by writing a letter to the editor of your local newspaper. Think about hanging posters on your community and office bulletin boards. One innovative church even placed an ad in their local newspaper inviting the community to join in simplifying Christmas. And don't forget one of the easiest and most effective forms of advertising - word of mouth! For examples, see the following letter to the editor and newspaper advertisement written and sent in by Alternatives' supporters.
Letter to the Editor
November 17, 2000
The Daily Reveille
Baton Rouge, Louisiana
Christmas
Editor:
Christmas is coming. Merchants are doing their best to help us prepare for this wonderful day. After all is said and done, we will have spent approximately $20 billion on extra purchases just for this event. Maybe we shouldn't be so quick to blame them for starting to push December 25th in October or September since it is going to take a bit more of our time in those checkout lanes to spend more money this year.
Christmas is a time of year when we are more generous and caring towards others. It is also a time when suicide and depression run rampant. "Tis the season" to say "I love you" or "I care about you," usually with some material gift. But do those gifts really bring us much satisfaction in life? We try so hard during the four or five week Christmas season to be so good and happy. But on the day after Christmas, most of us are a bit down if not down right depressed. Somehow the whole Christmas season seems to be phony on December 26th.
But Christmas can become a more meaningful celebration for you if you decide to try to do a few things differently this year. Drop Christmas activities that are not enjoyable or meaningful. Dream up new ways to celebrate what Christmas means to you whether that be the celebration of human love and caring for each other or the Christian celebration of Jesus who showed us the way to love and care for each other - even unto death.
Give the gifts of yourself and your time to the people you really care about and want to love more. Give your best friend a gift certificate for an evening on the town together. You can celebrate both the gift and the relationship that is nurtured by the gift in the new year when time is less hectic. Give your little sister or brother a gift certificate for a free lesson in making something. Write Mom and Dad a letter about some special thing they taught you when you were growing up.
Seriously consider volunteering your services in the new year to a human service organization that helps people all year long. This way you can keep your Christmas spirit going throughout the coming year. The Big Buddy Program (phone #) and Operation Up-Grade (phone #) have been found to be rewarding by many students here at LSU.
For more ideas on gift giving and other ways to celebrate Christmas in more meaningful ways, come to hear me speak on Alternative Christmas Celebrations at 7:30 tonight at St. Alban's Episcopal Student Center.
Brenda Broussard
Sample Advertisement
Whose Birthday Is It, Anyway?
A sobering fact: Last year, Americans spent $30+ billion on Christmas gifts for family and friends, thus honoring the American economy more than the one whose birthday it is. We are supporting one another in simplifying Christmas this year. We provide quiet time for reflection in our worship. Join us! Sunday 10:30 AM.
Mt. Hollywood Congregational Church
4607 Prospect Avenue, L.A., CA 90027
(213) 666-1222
Worship 10:30 A.M.
About the Author
Heidi K. Roy served as a staff member of Alternatives for seven years.
Make copies of this resource under the Creative Commons attribution, non-commercial, share-alike license.
Page updated 1 Dec. 2013
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