How to Communicate with the Local Media

A. Motivation: Benefits of Using These Guidelines

    1. You will pave the way and lay the groundwork for sharing the message of Christ: winning
        people's confidence, arousing their interest, showing the relevancy of Christ to various areas
        of life, clearing away objections and misunderstanding.

    2. You will have a quick and expedient means of informing an entire community about your
        program and movement.

    3. You will establish credibility in the local community.

    4. You will establish credibility with churches and other Christian organizations.

    5. You will establish relationships and credibility with the local media for future news coverage.

B. Overview of Your Materials and Responsibilities

    1. The next several pages contain three main items that are designed to help you accomplish
        your objectives. (Remember: This is your Lecture Series.)

        a. Responsibility description that highlights the main aspects of your job.

        b. An organizational chart to show lines of communication between the believers working on
            the project.

        c. Helpful guidelines with specific details and ideas for doing the best job possible.

        These items contain ideas that have been used with success around the globe. Many have
        come from the ministries of Josh McDowell, Andre' Kole and the Paragon Experience, as
        well as from Rusty's own speaking ministry. We hope they will help you to glorify our Lord
        though this outreach.

    2. Paul wrote, "Let all things be done properly and in an orderly manner" (I Corinthians 14:40).

        a. The Responsibility Description (RD) shows the purpose and scope of your job and lists
            your main responsibilities. It may seem somewhat cold and impersonal at first glance; but
            remember that its purpose is to briefly explain your job. Please understand that we (and,
            we hope, all  involved in this ministry) love you and care for you as a person. We merely
            use this written material as a simple and accurate means of communication.

            Most of the RD is self-explanatory. One aspect that is sometimes new to some is the
            "Authority" line under each item. This is a simple way of  communicating how you should
            act on a given task. There are three main types of authority for our purposes:

            1) "Act" – This means you can act on the item without checking with your "supervisor"
                first.

            2) "Act and inform" – This means you can act without checking with your supervisor, but
                you should inform him/her of the action after you  have done it.

            3) "Act after approval" – This means you should submit your plan of action to your
                supervisor and wait for his/her approval before acting on that item.

        b. The Organizational Chart shows how those involved relate to and communicate with each
            other. Most of your communication regarding the work of the lecture series should be with
            the person immediately above you or those immediately below you on the chart. This can
            help keep confusion to a minimum.

            1) The chart is not intended to convey positions of superiority or inferiority but simply
                working relationships. Everyone's job is significant. This is a team effort!

            2) Remember that the best leader is a servant. If ever anyone qualified to be the "man at
                the top" it was Jesus. Yet He turned the organizational chart upside down when He
                said, "Whoever wishes to become first among you shall be your servant; and whoever
                wishes to be first among you shall be slave of all. For even the Son of Man did not
                come to be served, but to serve, and to give His life a ransom for many" (Mark 10:43-
                45).

        c. The Guidelines are intended to help you carry out your responsibilities You will want to
            use them to develop a strategy for your area of responsibility that is personalized to your
            ministry location. Go over your strategy with your supervisor to get his or her input and
            feed back.

        d. You probably will not be able to do your job without helpers. Consult your supervisor
            and the Lecture Series Personnel Coordinator for assistants. Once you have your helpers,
            consider them as teammates. Practice "Growth Delegation": Delegate responsibility not
            just to get the job done, but to help that person grow and develop in their job skills and
            their walk with God.

        e. Continue to emphasize "Relational Thinking" rather than "Terminal Thinking." Relational
            Thinking considers every activity in light of how it contributes to the overall objective.
            Terminal Thinking sees activities only as ends in themselves.

        f. Our overall objective is to glorify God by reaching people for Christ and building
            committed multiplying disciplers to help reach the world. If you can evaluate everything
            you do in light of your objectives, your motivation and effectiveness will most often
            increase. Your committee members need you to help remind them of this.

        g. Besides your encouragement, several items will help your team members see how they fit
            into the overall team. You should give them each:

            1) A copy of Rusty's letter, so they can see his heart-desire to be a co-laborer with them.

            2) A list of the benefits for their tasks.

            3) A copy of this "Overview of Your Material" (Section B).

            4) A written responsibility description.

            5) A copy of the organizational chart.

            6) A clear statement of your committee's objectives, their individual objectives and how
                both help accomplish the overall objective.

            If copies of these are not provided for you, photocopy them. In some cases, you may
            need to write them yourself, which will be a good learning experience. It is best to
            assemble the material in some sort of binder cover before you give it to the committee
            member. This conveys your desire to be sharp and do a good job as well as your concern
            for them.

    3. In order for you and your co-workers to be really motivated in your work, it is important to
        have a vision for how Rusty can be used on your campus. One of the best ways to do this is
        to circulate copies of his evangelistic articles among your volunteers. The Lecture Series
        Coordinator  should have access to these. Take the initiative to get them and expose your
        committee members to them, perhaps at a committee meeting. Consider it your responsibility
        to "keep the vision before them."

    4. Be sure that individually and as a group, you bathe everything you do in prayer. A well-
        organized effort without constant dependence upon the Lord can have greatly diminished
        effectiveness.

    5. A priority for you and everyone involved in this project should be to continue to develop
        your personal relationship with God. Never let activity keep you from seeking the Lord often
        through prayer and Bible study. Our desire is that this be a growing experience for you that
        you are built up (not burned out) through your involvement. Strive mightily to keep this
        perspective in your personal life and to impart it to those with whom you work.


Mass Media Chairperson

Responsibility Description

"Whatever you do, do your work heartily, as for the Lord rather than for men, knowing that from the Lord you will receive the reward of the inheritance. It is the Lord Christ whom you serve." (Colossians 3:23-24)

"Serve the Lord with gladness." (Psalm 100:2)

I. Purpose: To publicize Rusty's coming in order to generate interest and excitement among students and citizens.

II. Scope: University and surrounding area.

III. Responsibilities:

    A. To inform all campus and area newspapers about Rusty's coming.

        Authority: Act and inform.

    B. To see that appropriate ads appear in campus and local newspapers.

        Authority: Act after approval.

    C. To set up press interviews with Rusty.

        Authority: Act after approval.

    D. To explore and utilize other creative means of publicizing the Lec-ture Series (i.e., television,
        radio, etc.)

        Authority: Act after approval.

    E. To submit upon completion a written report and evaluation of your job (see enclosed form).
        Submit this to the Publicity Coordinator.

        Authority: Act.

IV. Working Relationships:

    A. Report to the Publicity Coordinator.

    B. Work closely with other committee heads.

    C. Recruit committee members through the Publicity Coordinator and Lecture Series Personnel
        Coordinator.

Organizational Chart and Lines of Communication

C. Directions: Guidelines for Interacting with the Local Media

    1. Publicity is divided into two phases: Phase I and Phase II:

        a. Phase I spans from 3-4 weeks before Rusty's arrival to one week before his arrival. It is
            designed to make the students wonder just what in the world is going to happen! Your
            teasers and publicity create awareness of the intriguing topics but do not indicate who,
            when, where and what.

        b. Phase II spans from 7-8 days before Rusty arrives to the day he leaves. This phase is
            designed to give the students all the information necessary to make a decision about
            coming: topic, time, place, speaker and sponsor. As a general rule, every time we
            publicize the speaker and topic, we need to indicate the sponsor also as to mislead no
            one.

        c. A major purpose of the publicity, besides to draw the crowd, is to create an atmosphere
            that is conducive to Christian students personally inviting people to the lectures.

    2. Develop a positive attitude toward your responsibility. Remember that "it's easy for publicity
        people to get along with media people if they approach their job right.”

    3. Establish a realistic strategy to utilize the medium of the daily newspapers, television
        programs and radio stations. (Keep in mind that these media are impressed with promptness,
        organization and confidence.)

       
        a. Develop a list of all campus and local newspaper, radio, television and cable stations and
            radio and television talk shows. Compile this list by contacting your local Chamber of
            Commerce, the telephone directory or by consulting an Editor and Publisher Yearbook,
            available in your local library. For example:

        b. After developing your list, determine how you want to utilize each media. For example:

            Media Utilization

            1) Campus Daily

                a) New release to appear two days before first lecture. (This is a release of upcoming
                    news. See example in this section.)

                b) News coverage after each lecture. (This differs from a news release in being a report
                    of an event after it has occurred.)

                c) Paid advertisement (See Schedule under 5b, below.)

                d) News briefs

                e) Letters to Editor

                f) Interview with Rusty

            2) Community Sun and Star

                a) News release

                b) News coverage

                c) Interview

        3) WABC, WNBC, WCBS

                a) Television slides to run the week before the lecture. (This is a form of public service
                    announcements. The station develops a slide to flash on the air at selected intervals
                    advertising an upcoming event.)

                b) News coverage

                c) Talk show

        4) WSAV, WGRA, WSHA

                a) Public service announcement (Radio spots of upcoming events. See enclosed
                    samples.)

                b) News coverage

                c) Talk Show

    4. Prepare all necessary media material.

        a. Media News Packets: Prepare them using Rusty’s Photo (get digital version from Lecture
            Series Coordinator) and press release.

        b. Rewrite the news release contained in this manual. Fill in the appropriate local details and
            make any changes or additions necessary.

            1) Type all news releases. Double space with margins at least one inch. Use capitals and
                lower case – not all capital letters.

            2) Type on just one side of the paper. Use an inexpensive white bond. Copies can be
                individually typed or printed.

        c. Prepare a daily schedule or fact sheet giving the details of Rusty's visit.

        d. Prepare a personal cover letter to accompany any material that you do not personally
            deliver to the news media. (Note, though, that personal delivery is best.)

        e. Newspaper ad mats are provided in digital form by Rusty's office. Timing on newspaper
            teasers should parallel the posters. Teasers are small and inexpensive ads that can be
            "sprinkled" throughout the paper to promote interest. Reveal ads are quarter page and
            have space to include time, place, sponsor, etc.

        f. Public service announcements (radio spots) are provided in this manual. You will need to
            supply your own local information. (See samples in this section.)

    5. Contact the media. (Consider the guidelines below to be flexible according to your local
        needs and customs.)

        a. Newspapers

            1) Your press packet and news releases should reach the media ten days in advance of
                when you desire articles to appear.

            2) Distribute your packet and releases so that newspapers can carry the story
                simultaneously and one will not be able to "scoop" another.

            3) Contact both the news and religion editors of your local newspapers. Campus papers
                usually do not have a religion editor.

            4) Phone the editor at least a week before you desire the material to be released. Make
                an appointment to bring the news kit to him/her. This will give the editor an opportunity
                to interview you and to obtain additional information in which he may be interested.
                Show him/her the contents of the packet.

            5) Be prompt for your appointment, nicely dressed and prepared.

            6) Encourage the editor to cover the lectures and to supply a photographer in the case of
                a major event that would be of interest to readers.

            7) Suggest that the editor interview Rusty while he is in town.

            8) Remember that good coverage of the first night's lecture in the next morning's paper
                can boost attendance for the following nights.

    b. Regarding Advertising

            1) You will probably advertise in the campus paper as this paper reaches the maximum
                number of people in your market.

            2) Call the advertising department to obtain information on the costs of different ad sizes
                and their placement in the paper. Ask if there are discounts for large quantities of ad
                space and/or for recognized campus groups. (These are not unusual requests; most
                campus newspapers give discounts for these two reasons.)

            3) Determine how much space you want to buy and the schedule that you want it run. Use
                the ads provided by Rusty's office. Teasers are designed for Phase I of the publicity
                campaign. The Phase II ads are to be run the week Rusty is on campus. You will need
                to have the time, day of week, date, location and sponsor included. (Ask the
                newspaper to insert the information for you in "Helvetica Bold" type and insert it on the
                digital ad. Feel free to insert the local information yourself if your computer skills and
                resources permit. In addition to the ads provided, you may want to create your own ad
                layouts.

    c. Letters to the Editor

        1) Encourage several students to submit various "letters to the editor."

    d. Examine your campus newspaper for other ways to get the word out creatively. News
        briefs, personals and cartoons create interest.

    e. Radio Stations

        1) Your press packet and public service announcement should reach the station at least four
            days before you want it aired.

        2) Contact the public service director and the news director of your local campus radio
            stations.

        3) Phone the directors at least a week before you desire the material to be released. Make
            an appointment to bring the news packet and public service announcements to him.

        4) Be prompt for your appointment and prepared. Analyze each station's programming, i.e.,
            local talk shows, news shows, etc. List ways that  Rusty could participate. You may want
            to emphasize a certain event to which the station may want to give live news coverage.
            Some may want to broadcast the lecture live or tape it for rebroadcast later.

        5) The public service announcements provided in this manual are designed to include a "local
            tag" consisting of time, date, location, sponsor,, and invitation to come. Determine what
            information you want to include in the "local tag" space and add it on.

    f. Television Stations

        1) Your press packet and news release should reach the station seven days in advance.

        2) Contact the news director and the program director of your local television stations.

        3) Phone the directors a week before you desire to release the material. Make an
            appointment to bring the news packet to them.

        4) Be prompt and prepared. List ways Rusty could participate in their programming (i.e.,
            talk shows, news shows, etc.). You may want to emphasize a certain event that the station
            may want to give live news coverage to or tape for rebroadcast later.

6. Arrange for the media to receive all the prepared material according to your planned schedule.
    Allow time for hand carrying as much material as possible.

7. General Tips:

    a. Do not ever ask an editor to send you a tear sheet (clipping) of the article if it appears.
        Watch for it yourself.

    b. Always assume the attitude that you are available to assist the editor in gathering news.

8. Wrap Up Your Campaign

    a. When your media campaign is finished, write personal thank-you notes to all the media
        individuals who gave assistance to your publicity.

    b. Send two copies each of all articles that appeared in print to Rusty's office. Rather than
        cutting the material out or tearing out the page, send two copies of the entire paper. This
        allows us to see the setting in which the material was printed as well as cut out newspaper
        logos (from other  portions of the paper) for reprints, etc.

Sample Telephone Conversation with and Personal Appointment with News Media


I. Basic Content

Telephone Call:

    Paragraph #

        1. Hello, my name is Tom Jackson. I'm a junior at the University of Georgia, and I am
            serving as a media coordinator for (name of organization) here on campus this year.

        2. On November 12, we are sponsoring a three-night lecture series featuring Rusty Wright.
            Rusty is an author and university lecturer who has spoken on six continents. He is the
            author of four books and is an award-winning syndicated columnist.

        3. 1 have some publicity material here that we have prepared for the local media and was
            wondering if I could come by sometime this week or next and drop the material off to
            you.

        What would be a good time for me to drop by, Mr. Smith?

        I will look forward to seeing you Thursday afternoon at 4:00. May I give you my telephone
        number in case something should come up? Thank you very much for your time.


Personal Appointment:

    4. Go to the reception desk in the main lobby of the newspaper. Explain to the receptionist that
        you have an appointment with Mr. Smith, the news editor of the paper. Mr. Smith will come
        down and meet with you, or he may ask you to come up to his desk.

    5. If for some reason Mr. Smith cannot meet with you, put your name and telephone number on
        the packet and leave it with the receptionist.

    6. Mr. Smith, my name is Tom Jackson. We spoke last Thursday on the telephone concerning
        Rusty Wright's visit to our campus. If you have a few moments, I would like to explain to
        you exactly why Rusty is coming, why we think that this is going to be a big event on campus
        and why we feel that this is of interest to the local community. We can also look briefly at
        some of the material we have prepared to assist editors who might wish to cover this event.
        Would this be OK? (Try to find a nearby table or chair where you can sit down.)

    7. Mr. Smith, as you can see from this press packet, Rusty is no ordinary speaker. He is has
        degrees from of Duke and Oxford universities and has lectured to thousands of university
        students and professors on campuses across the US and on six continents.

    8. Rusty speaks on topics that are of major interest to university students today. “Dynamic Sex”
        is a popular subject as are “The Dating Game” and  “How to Be Successful and Satisfied.”
        He also addresses the area of "out-of-body" experiences and a biblical view of "life after
        life.” He combines reason and humor to appeal to the university community.

    9. Rusty’s speaks in many different venues – from classrooms and leadership boardrooms to
        large auditoriums – and his audiences have ranged in size from fifteen to fifteen hundred.
        University students are interested in what Rusty has to say. We are anticipating Rusty will
        speak to about (numerical goal) students here at the University of Illinois. (Go through the
        material.)

    10. In addition to a news release, Mr. Smith, we have a press photo.

    11. We have also provided a biographical sketch of Rusty, giving some of his background

    12. We have also included a schedule of Rusty's visit. For your own information, we anticipate
        that Rusty's meeting in the Student Center Ballroom on November 14 will probably attract
        the largest audience.

    13. I am going to be available between now and when Rusty leaves to make sure that you and
        the other editors in the media are fully served. I would be more than happy to set up an
        interview or answer any questions. Would you be interested in this? If you do not have any
        further questions, it has been very nice meeting you, and I hope to see you again when Rusty
        is in town.


II. Newspapers

    Contacting the Religion Editor

        1. Use the basic content.

        2. At the end of paragraph 13, mention that you plan on talking with Mr. Smith, the News
            Editor.

    Contacting the News Editor

        1. Use the basic content.

        2. At the end of paragraph 13, mention that you plan on talking with Mr. Jones, the Religion
            Editor.


III. Radio Stations

    Contacting the Public Service Director of a Radio Station

        1. Use paragraphs 1- 9 of basic content.

        2. Replace paragraph 10-11 with the following:

            Mr. Smith, we have prepared several public service radio spots. The local tag information
            has been added.

            We were hoping these spots could be run the week before and during Rusty's visit. Is this
            possible?

            In addition to the spots, we have a news release, as well as a biographical sketch of
            Rusty, giving some of his background.

        3. Pick up paragraph 12-13.

        4. After paragraph 13, mention that you will be speaking to Mr. W., his news director.

    Contacting the News Director of a Radio Station

        1. Use paragraphs 1-12 of basic content.

        2. Insert the following after paragraph 12.

            Rusty will be available several times during the week for news interviews. It possibly could
            be arranged for him to visit your studios, if appropriate. A segment of one of Rusty's talks
            might fit well into your 6:00 news program.

        3. Pick up paragraph 13.

        4. After paragraph 13, mention that you visited the public service director at his station.


IV. Television Stations

    Contacting the Public Service Director of a Television Station

        1. Use paragraphs 1-3 of basic content.

        2. After paragraph 3 insert the following:

            I would also like to investigate the possibility of producing a public service slide. I have
            some art work available and understand you may be able to put it together for us and run
            it on your station.

        3. Pick up paragraphs 4-11.

        4. Insert the following after paragraph 11.

            Mr. Smith, as we discussed on the telephone, I am interested in preparing a public service
            television slide. I understand that, as a public service to non-profit endeavors, you often
            help produce this type of slide. Is this correct? If it is, we would be most grateful if you
            might help us with this. Might this be possible?

            I have brought some artwork for the slide. (Show the artwork to him.)

            We have also prepared several radio spots you may be interested in. (Show and explain
            these to him.)

        5. Pick up paragraphs 12-13.


    Contacting the News Director of a Television Station

        1. Use paragraphs 1-11 of basic content.

        2. After paragraph 11 insert the following:

            Rusty will be available several times during the week for news interviews. It possibly could
            be arranged for him to visit your studios, if appropriate. A segment of one of Rusty's talks
            might fit well into your 6:00 news program.

        3. Pick up paragraph 12.

    Contacting the Producer of a specific Television Program

        1. Use paragraphs 1-2 of basic content.

        2. Insert the following after paragraph 2:

            I am familiar with your program, "Good Morning Atlanta," and thought that Rusty might fit
            well on the show. He is quite personable and very good with questions and answers. He
            has appeared on TV talk shows across the US and around the world.

        3. Pick up paragraphs 3-11.

        4. Insert the following after paragraph 11:

            “Mr. Smith, do you think that Rusty might be someone that ‘Good Morning Atlanta’
            viewers would enjoy seeing on the program?”

            (Assuming the program director is positive about Rusty's appearance, ask him the
            following:)

            “What day would you like for Rusty to appear on the show?" (It may be videotaped for a
            later showing.)

            "What time would you like for Rusty to come to the studio that day?"

            "Are there any other details I need to be aware of?"

        5. Pick up with paragraph 12.

        Note: These are sample conversations to help guide your thinking. They are not designed to
            replace your personality. Be creative, and remember to ask God to work in the media
            representatives’ hearts to open doors. Proverbs 21:1 says, “The king’s heart is like
            channels of water in the hand of the LORD; He turns it wherever He wishes.”


Sample Cover Letter for Press Packet.

                                                                                                                                                2311 Globe Street
                                                                                                                                                City, State, ZIP
                                                                                                                                                Date

Mr. John Smith
News Editor
WAGA-TV
1551 Briarcliff Road, N. E.
Atlanta, GA 30306

Dear Mr. Smith:

Our purpose in bringing Rusty Wright to Atlanta is to give university students and adults a chance to have fun and to consider some important realities about relationships and success in life. Rusty has informed and entertained audiences on six continents.

To let you know of Rusty's visit, I have enclosed material giving some of the details of his activities while in Atlanta.

If you have need of further information, we are ready to help you.

Sincerely,

Ed Johnson
Media Information

EJ:dc
Enclosures


Instructions for Preparing Press (News) Packets


The press (news) packets have been developed for use in effectively communicating Rusty's Ministry. The packet should project him in an objective, realistic manner. You should use the packet when communicating with:

• News media in your area and on your campus.

• Civic clubs where Rusty might speak.

• Speakers Bureau and any other department, agency or organization that might cosponsor Rusty on your campus.

• Churches where he might speak.

• University officials on campuses where Rusty is speaking.

Instructions on using the packets are contained in chapter IIID of the operations manual.

Purchase attractive folders with two sleeves each to use as press packets. Each news packet should contain basic material: news clippings (photographs, news release, Rusty's biography). The Lecture Series Coordinator should have a digital version of Rusty’s photo and biography/CV. Be sure to use the secular version of his biography/CV, not the Christian version. You will need to retype the news release and radio spots (see samples on following). Include the local information and print what you need. You will also need to type and include a local schedule.

In the inside left sleeve of the press packet insert, in the following order: (top to bottom) photograph, retyped news release, local schedule, Rusty's biography.

Insert into the right sleeve of the press packet any news clippings and copies of appropriate articles by Rusty. (Your Lecture Series Coordinator has digital copies of some of his articles that relate to his lecture topics.)

 

Sample News Release

NEWS

Contact: Your (Media Chairperson’s) Name
                        Address
                        Telephone
                        E-mail

For Immediate Release:

Rusty Wright, an internationally known author and traveling lecturer will be at (name of campus) this week to present a series of lectures on sex, dating and success.

(include days, dates, times, and places of lectures.)

Wright holds Bachelor of Science (psychology) and Master of Theology degrees from Duke and Oxford universities respectively. He has spoken to thousands of university students and professors at major campuses across the US and on six continents. He has also appeared on TV talk shows in cities around the world.

In a recent lecture at (name of last campus visited), Wright told his audie