ISA SECTION MARKETING CHAIR GUIDE

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1 ISA SECTION MARKETING CHAIR GUIDE 1. Duties and Responsibilities Develop media contacts for publicizing the meetings and activities of the Section. Prepare and circulate news releases concerning Section elections and appointments, meeting programs, speakers, training courses, etc. Maintain a scrapbook of news releases: where sent, date, and clippings. 2. Position Parameters Resources Available - OnLine Marketing Chair's Guide, Former Marketing Chairman, Section Executive Committee, District Marketing Chairman, Staff. Time Commitment - Approximately one hour each week Meeting Obligations - Major Section functions: Monthly meetings, awards program, conference and /or exhibit. Qualifications - Interested in promoting ISA activities; a good communicator. Method of Appointment - Appointed by the Section President or in compliance with the Section bylaws. 3. Press Relations Press relations refer to rapport established with the local media. It involves relations not only with daily or weekly newspapers, but with radio, television, the internal and external publications of companies employing members of an ISA Section, and with publications of Chambers of Commerce and other civic groups, or service organizations. Editors--including radio and TV program directors -- seldom have an understanding of the aspects of ISA members' professions, or what it is endeavoring to do. Therefore, cultivation of good relations with these individuals is necessary for mutual understanding and for anyone desiring to use their media to secure publicity for an ISA Section. It is a good policy for the person providing publicity material to make the acquaintance of media representatives. The media representative can advise the Marketing Chairman regarding material that should be provided; what a paper can use; how it must be written to make it useful to the publication; in what form it should be submitted; when it should be provided, and to whose attention it should be directed. In making your initial call, try to talk to the managing editor, rather than the city editor, and let the managing editor direct you to the proper person to whom you should channel your news releases.

2 4. Section News What is News? News is any event, past, current, or in the future, that an editor regards as being worthy of the attention of the readers of his publication. An editor wants an account of what has happened to "a name," or what "a name" has said or done. Also, an editor wants that news when it happens or as soon thereafter as it can be provided, or far enough in advance so that he can determine whether his readers will be interested in knowing about it. Types of News to Submit General Information: names of new officers of a Section, appointment of committees meeting notice, with name and topic of speaker Specific Areas: If technical papers are presented at meetings, very often an abstract or summation of the content matter, together with the name of the author and identification by professional title, will prove of interest to an editor. The abstract, or summation, will have to be given in language understandable to the lay public. If the author is connected with a local industry, be sure this information is included in the release. If your Section conducts an educational course in measurement and control in a local institution of learning, or in or with a local industry, publicize it. Work with the public relations department on this -- let it do the work, but be sure that your ISA Section gets full recognition for its part. If a Section member is going to give a talk before some group out of town, be sure to notify the paper in the community he is to visit, or ask the group before which he is to appear, to publicize the appearance. Also be sure to notify the public relations department of the industry or business by whom the ISA member is employed. He probably already has done so, but it doesn't hurt to make sure. When to Submit News Timeliness is the key in getting a news release printed. -- The release can be written so as to be purposely vague as to time of event. This especially is useful when news releases are intended for publications outside of the ISA Section community. 5. News Releases for Newspapers Basic Format for Releases Anything submitted to an editor for publication from a source outside his own organization, is known as a "release". Anything that is used in the news columns of a newspaper is known as a "story", whether it contains three or four lines, or runs to several paragraphs or columns. One side of an 81/2"x 11" sheet of paper. Right and left margins 1 inch wide Typewritten - double spaced First paragraph should start well down on the first page

3 Every paragraph should be indented and separated from the presceding one by three spaces. Show the source of the release in the upper left corner of the first page. List the name of the person submitting the release, along with his telephone number If your release takes more than a single page, be sure to indicate in the upper left corner of the second (and any subsequent) page, the page number, together with a two or three word designation for the story. Do's and Don'ts of Writing News Releases An editor should receive an original of the news release; never give him a poor copy. An editor likes to think some trouble has been taken to supply him with the original. Try to use short sentences, as well as fairly short paragraphs. It is always a temptation to write headlines for an editor. DON'T. Each publication has its own "head style," and editors know just what type of headline they wish to use. Special Releases Very often a paper presented by an ISA member at a Section meeting, or before some other Society's group, or at an ISA Conference or Symposium, may be the source of material for a special article and/or an interview with the author in the press. The identification of the author with the ISA Section, and his position with his firm or institution, should not be overlooked. Sunday editions generally provide a good outlet for special releases which can be written by the Section Marketing Chairman. Or, he can supply the material and set up an interview with the author for the Sunday paper's editor. Unpublished Releases If your release is not used by an editor, don't call him or even call on him to ask "Why?" Wait a couple of days. Chances are, if it was newsworthy, it will be rewritten in the newspaper office and it will be printed. In case a story isn't used, recall if you can, how it was delivered. Did you enclose it in an envelope with the editor's name on it? If you didn't, it probably just disappeared. Working with Multiple Newspapers In some communities there are both morning and evening newspapers. This always presents a problem because of the rivalry between the morning and evening publications. The editor of each wants to be "first with the news," and generally will not make use of material that has appeared in an opposition publication -- or will "play it down". One solution to the problem of morning vs. evening newspaper, is to prepare two different versions of a release. Send one to the morning newspaper, the other to the evening newspaper. While the essentials of the story can be the same, there should be different

4 phraseology. The same holds true with Sunday newspapers. They, too, should have a different version of a story, unless the story "breaks" solely for the Sunday paper. Use of Photographs If photographs accompany a Section release, find out from an editor what type and size of photograph he can use. Generally a glossy finish, black and white, 8" x 10" print is acceptable. However, many newspapers make use of "direct size" pictures and prefer 4" x 5" or 5" x 7" sizes in glossy finish, black and white. Avoid matte, or "rough" finish prints and sepia prints. Submitted photographs should carry caption information. This should be typewritten on a piece of white paper and attached to the bottom of the picture. If the photo is of a group -- and not more than five or six persons at the most -- each should be properly identified by name and by position in the picture. 6. Radio & Television News Procedures What has been said about contacts and procedures with newspapers, applies almost equally in the case of radio and television stations and their news programmers. Both should be provided with news releases,, although much shorter, "meatier," versions should go to the broadcast outlets. Also, unless an event has just taken place, emphasis should be placed on something that is to occur in the not too distant future. Interviews Just as newspapers are interested in interviews with local scientists, engineers, educators and technicians, or in anyone important visiting your Section who has "something to say" of national interest, so are broadcasters. Such interviews, in their case, have to be arranged well in advance. There are exceptions, and with the use of prerecorded tape, film, or through "beepphone" interviews, much material can be fitted into news programs of stations. 7. Magazine Press Company Publications of Section Members The same general rules concerning newspapers, radio and television, apply to what can best be described as the "Magazine Press." These are the house organs, or publications, internal or external, of industries where ISA members may be employed. Such publications are an almost sure source of printed publicity -- about the individual, or individuals. Section members can make the contacts for the Section Marketing Chairman with the editors of these publications. House organ editors want: news about ISA members who are fellow employees; material affecting their particular plant or industry; material of technical interest to their audiences of readers. Other Publications Other aspects of the "Magazine Press" include various publications within the community such as those issued by the local Chamber of Commerce as a monthly or bi-monthly

5 magazine. In these, use is made of the names of Chamber members if they have done something that in some way can be related to the advantage of the community. Publications of other civic organizations or of service clubs such as the Lions, Kiwanis, or Rotary also will provide outlets for items about members or such groups who also are members of the local ISA Section. If a distinguished visitor to an ISA Section makes a speech before a service club at one of its regular sessions, the Section Marketing Chairman should work with the service club's publicity director to secure full and adequate coverage in the press. News From: (Section name) (date release will reach editor) * * * * * * * * * * * * * * For Release: (date information can be published) Contact: (name, address and phone number of person who published or can supply details to the press) HEADLINE (a brief statement of what the release is about) (City from which the release is sent) (Section name) will conduct an exhibit and conference on (dates) at (building) in (city & state). Focusing on the theme, "," the conference will present (number) papers on (list major topics). Keynote speaker will be (name, title, company) who will talk on (title or topic) at a luncheon on (day & date). A total of (number) firms will participate in an exhibit which will feature (types of equipment). For further information, contact: (name, address, phone number of person who can supply information to a potential attendee). # # # * * * * * * * * * * * * * * SAMPLE NEWS RELEASE News from: Danville Section, ISA - The Instrumentation, Systems, and Automation Society June 1, 20 For release: Immediately

6 Contact: A.N. Donalds 7042 Ridge Avenue Danville, CA (444) ISA Section Plans Conference & Exhibit DANVILLE -- The Danville Section of the ISA will sponsor its 14th Annual Instrument Conference & Exhibit on June 8, 20 at the Danville Holiday Inn. The conference will focus on the theme, "Advances in the 21st Century." Six sessions and 18 papers will be presented on recent advances in measurement, analysis and control equipment. Dr. Raymond G. Manley, president of Control, Inc. (Philadelphia), will deliver a luncheon address on current problems in pollution analysis. Approximately 45 firms will be represented in an exhibit which will feature instruments for the measurement of temperature, pressure and flow, as well as a variety of devices for analysis control. The conference fee is $25.00; there is no charge for those attending the exhibit only. For further information, contact Joseph R. Waverly, 400 Stanley St., Danville, CA 99999, (444) # # # EDITORS: A copy of the advance program and a preliminary list of exhibitors is enclosed. * * * * * * * * * * * * * * * DO's AND DON'Ts IN WORKING WITH NEWSPAPERS DO's Know well the goals and programs of your Section and Society. Know the name of the reporter who is assigned to cover associations or, in the case of a smaller paper, the name of the city editor who assigns the stories. Know the deadlines of daily and Sunday issues and get your news in, when possible, well ahead of the deadline. Put your name and phone number on your release in case the reporter needs additional information. In presenting information, whether by person, by phone or written, Be brief, be accurate, be selective. Newspaper people work under deadline pressures. Though friendly people, they may have little time for friendliness. If you have a complaint about a story, tell the reporter. If you have praise for a story, tell the reporter and the editor. This is plain diplomacy. You may be working with the reporter on many other stories. The way he feels about you influences his coverage.

7 When writing a news release, start the copy one-third of the way down the first page to give the editor space for vital information which he must write to give directions to the composing room. Train yourself to spot the unnecessary words in your story and strike them out before writing the final draft. When possible, humanize statistical stories. Understand that a more important news story may push yours out at the last minute. The lack of news space may also cause your story to be dropped. (When this happens, don't complain and don't resign yourself to the false fact that the editor is not interested in your organization and stop giving him stories. By understanding the nature of the newspaper, you know that getting your story in the paper depends on dozens of factors over which you have no control). DON'Ts Don't ask for clippings. (This smacks of amateurism, neither reporter nor editor has time to provide you with this service.) Don't ask the reporter or editor when the story will be in the paper. (There are dozens of factors that decide this and he doesn't have time to explain them.) Don't write headlines on your stories or tell the reporter or editor where to place the story in the paper. (Of course you wouldn't do this, but many people do.) Don't try to use subtle or notsosubtle pressure by mentioning that you know the editor, the publisher or that your husband or father buys advertising or that your family has subscribed to the paper for 30 years. (Good editors are not affected by these irrelevant claims.) Don't expect the newspaper to be consistent. The nature of the business is not consistent. (Just because your annual report made it in a news story last year does not mean it will this year. Just because another association's board members were named in a news story, doesn't mean your Section's will.) Don't consider a story newsworthy if it is of interest only to your colleagues and not to the public. Don't pay long, friendly visits to the newspaper office, but do get to know them by name and know what their job is, whenever possible. Don't invite the reporter to lunch. Chances are he likes time better than chicken and peas. Don't feel that your agency or you has been rejected, just because your story was. Every week and every day is different; keep trying. Don't forget departments other than the news sections. Often the women's pages, sport pages, business pages, food pages, teen pages have more space with less demands made on it than in the news section. Think up some possibilities with other sections in mind.

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