The Elly Report: State Committee

Communications

Too often incumbent Democrat elected officials dominate the news coverage in their local media and there is no Republican viewpoint being expressed. As a result of this constant positive press the Democrat incumbent generally develops an exceptionally high favorability rating and it becomes that much more difficult for a GOP challenger to defeat them. As the Chairman of your Committee you are in a unique position to be the spokesman of the Republican Party in your community. By effectively communicating with the local media you can do a great deal to increase your committee's visibility, promote the party's message, and help elect Republican candidates to office.

We need to do a better job of communicating our message through the local media. Many believe that this is the sole responsibility of the candidates and the state & national parties but nothing could be further from the truth. Making your community aware of the local Republican Party and its activities must be a core activity for the Town Committee.

Earning Media
Earned media is the publicity won when local news media including newspapers, radio and television stations cover your organization. Your Committee can generate earned media through press conferences, press releases, media advisories, letters to the editor, public statements and personal contact with reporters.

Before pursuing opportunities to gain earned media first determine if your statement or message is newsworthy. Remember that news outlets are in the business of selling news. While there are no hard and fast rules to determine exactly what constitutes news, consider these guidelines when planning an earned media event or issuing a press release:

Is your event or statement out of the ordinary?
Is it timely?
Is it controversial?
Does it have local appeal?
Is it emotional?
Is it big?
Is there an element of conflict?
Does it involve celebrities?
Does it mention local folks?
Is it what people are talking about?

Hints in Approaching Your Local Media

In politics, nothing is more important than letting people know your Committee exists.
Find a person interested in media relations to serve as the public relations chairman. Reporters appreciate having this person's day and evening phone numbers as well as the ability to contact them as necessary.
Keep track of the talk shows and newspapers in your area. Maintain a local scrapbook.
Always treat competing reporters equally.
Be accurate! Make sure names, statistics and dates are correct.
Cooperate fully with reporters. If one asks for details on a story, answer the reporter's question without hesitation. If you don't know an answer, say so and find out the answer.
Never lie. Your credibility is at stake and the media has a long memory.

Writing a News Release
Always make your news releases look professional; they are more likely to be used. Place the most important part of the release in the first paragraph, and each succeeding paragraph should be less essential. Answer the "five Ws": who, what, when, where and why in the lead paragraph.

Keep these rules in mind:

Include a name and telephone number of your contact person in the release in case a reporter might have questions or need clarification. These items are usually typed in the upper right-hand corner of the release.
Double space, if possible.
At the top left-hand corner, give the release date. Usually "FOR IMMEDIATE RELEASE" is proper.
In the center, before the text of the release, type a brief headline to catch the essence of the news contained within the release.
Leave plenty of white space on your release. Go down at least 2 inches from the top before beginning your release and leave about 1-1/2 inch margins on each side.
A good release is usually not more than one page. If your release exceeds one page, type "more" at the bottom of the page. Then, in the upper left-hand corner of the next page, use "Add 1." At the end of the release, skip a line or two and put "###" to note that the release has ended.

Content Guidelines

Will the information or news really educate & inform the intended audience?
Does the information answer the key question that readers or listeners may ask?
Is the significance of the information explained in terms of audience?
Is the copy sufficiently newsworthy to survive stiff competition for public attention?
Will the information further the objectives of your organization? Is it useful?
Does the release accurately reflect the character and nature of your committee?
Will the release generate a follow-up story? Be ready for the follow-up question, a good reporter will make sure it is coming.
Are the facts, names and dates accurate? Are the technical terms explained?

Style & Structure

Will the lead catch and hold the busy reader's or inattentive viewer's attention?
Will it produce a bright, eye-catching headline? Is the lead concise, to the point?
Do the facts of the story support the lead in fact and spirit?
Is it readable copy, stripped of superlatives? Is it curt, clear, and concise?
Is the copy written so as to preclude the charge that it is an effort to get "free advertising"?
Is the information presented as dramatically as possible with this set of facts? (Squeeze all the news value you can into your story, but don't exaggerate.)

If the Committee can answer these questions affirmatively, the release should pass muster with the toughest-minded news editor. News is anything timely that is interesting and significant to readers in respect to their personal affairs or their relation to society. The best news is that which possesses the greatest degree of interest and significance for the greatest number of readers.

Community Access Television (CATV)
Community access television is a local cable television channel that exists solely for the use of people in the town. It exists because your local cable company provides it as a part of their license. Normally, the community access television is only seen within a specific town, making it a great vehicle for communicating a message to a targeted audience. For many communities, public access television is the major link with municipal events and political activities. Everything from alderman meetings to talent shows to public hearings are broadcast on these channels.

Democrat candidates and local parties tend to take advantage of this resource much more often than their Republican counterparts. Despite the often low-quality of the content, the people who watch cable access are people who are interested in local affairs and are more likely to vote.

Public access is also a right (free speech). No one can deny you the use of facilities (studios, editing room, control room) provided appropriate conditions are met. These conditions may include a yearly membership fee and successful completion of a course on how to use the equipment.

Airing a Local Republican Show
Your committee should consider periodically taping a local Republican show and submitting it for broadcast. Often, the cable access stations are so hungry for material that they will run your show over and over again. Consider inviting Republican candidates, GOP elected officials, the Party Chairman, or anyone of note to come by to do an interview.

Your mission as the Republican Town or Ward Committee should be to promote the Party in your local media, hold the Democratic incumbents in your area accountable by informing local media of their actions and to defend the Republican Party from Democratic attacks and misinformation.

Please contact your State Committee members or myself for more information about communicating with your local media.