Public Relations Guide for Rural Housing Organizations (manual

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$5.00March 2005Housing Assistance Council1025 Vermont Avenue, N.W.Suite 606Washington, DC 20005202-842-8600 (voice)202-347-3441 (fax)hac@ruralhome.orghttp://www.ruralhome.orgISBN 1-58064-132-6This report was prepared by Pat Cleman and Leslie R. Strauss of the Housing AssistanceCouncil (HAC). The work that provided the basis for this publication was supported by fundingunder Cooperative Agreement H-21352 CA with the U.S. Department of Housing and UrbanDevelopment (HUD). Ndeye Jackson served as Government Technical Representative. Thesubstance and funding of that work are dedicated to the public. HAC is solely responsible forthe accuracy of the statements and interpretations contained in this publication and suchinterpretations do not necessarily reflect the views of the United States Government.HAC, founded in 1971, is a nonprofit corporation that supports the development of rural lowincomehousing nationwide. HAC provides technical housing services, loans from a revolvingfund, housing program and policy assistance, research and demonstration projects, andtraining and information services. HAC is an equal opportunity lender.ACKNOWLEDGMENTSHAC gratefully acknowledges the help of the following people, who provided information forcase studies or shared samples of their public relations work for use in this guide.Glynis Laing, (formerly of) Proyecto Azteca, San Juan, TexasMichael Lane, Self-Help Enterprises, Inc., Visalia, Calif.Nicci Millington, (formerly of) Enterprise Foundation, Columbia, Md.Linda Netherton, Housing Development Corporation, Hillsboro, Ore.Anne Perkins, Rural Development Incorporated, Turners Falls, Mass.Cheryl Walkley, Telamon Corporation, Martinsburg, W.Va.Renee Wilburn, Lee County Community Development Corporation, Marianna, Ark.Sharon Walden, Stop Abusive Family Environments, Welch, W.Va.In addition, a one-day Web Clinic of the United States Department of Housing and UrbanDevelopment demonstrated the ease with which local nonprofit organizations created their firstwebsites.
TABLE OF CONTENTSIntroduction ..................................................................1What are Public Relations, Marketing, and Media Relations, and Why Do We Need Them? .......2Media Relations and Advocacy ..............................................4Marketing as an Approach ..................................................4Step By Step ..................................................................6Make a Commitment to Public Relations Work ..................................6Identify Your Public Relations Objectives ......................................7Develop a Message .......................................................8Identify Your Target Audience(s) .............................................9Consider the Best Way to Reach Those Audiences ................................9Think “News” ..........................................................10Develop a Contact Database ...............................................10Build Relationships ......................................................11Prepare Written Background Materials ........................................13Make a Plan ............................................................15Keep Learning ..........................................................15The Basic Tools for Public Relations Work ...........................................17Press Release ...........................................................17News Article ...........................................................19Media Advisory .........................................................20Camera ...............................................................20Flyer .................................................................21As the Occasion Arises ..........................................................22Letter to the Editor ......................................................22Op-Ed Piece ............................................................24Public Service Announcements .............................................25Paid Advertisement ......................................................26Public Speaking .........................................................27Slide Presentation .......................................................27Video .................................................................27Cable TV ..............................................................28Interview ..............................................................28Talk Radio .............................................................31Remarks ..............................................................31iii
Page 1: Housing Assistance CouncilPUBLIC RE
Page 5 and 6: INTRODUCTIONThis guide is aimed at
Page 7 and 8: A 1999 news article notes the impor
Page 9 and 10: Sharon made every endeavor to stren
Page 11 and 12: For example, at Lee County Communit
Page 13 and 14: - “We help local organizations in
Page 15 and 16: Get the names, titles, addresses, a
Page 17 and 18: “Media relations can make or brea
Page 20 and 21: current community issues, and new m
Page 22 and 23: A headline that grabs attention is
Page 24 and 25: Media AdvisoryA media advisory tell
Page 26 and 27: AS THE OCCASION ARISESSpecial occas
Page 28 and 29: Op-Ed PieceThe term “op-ed” com
Page 30 and 31: second PSAs as well (LWV 1994). The
Page 32 and 33: You might be fortunate enough to ha
Page 34 and 35: - Keep your energy level up and be
Page 36 and 37: to be thorough in your coverage, at
Page 38 and 39: Try to choose something that reflec
Page 40 and 41: The Day of the Event- Station one s
Page 42 and 43: How to Announce Your EventLarge cit
Page 44 and 45: address, using the “http://www”
Page 46 and 47: Laszlo & Associates. 2001. Getting
Page 48 and 49: APPENDIX A: TEMPLATESThe following
Page 50 and 51: Photo Release Template[Use your org
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PSA Samples[Use your organization
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Media Advisory SampleMEDIA ADVISORY
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Media Contact Card/Database Entry[I
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Fact Sheet Sample #1COMMUNITY ACTIO
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Fact Sheet Sample #2 (continued)Met
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Fact Sheet Sample #3 (continued)i S
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- Free online donations: (Free for
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APPENDIX C: CASE STUDIESThe six cas
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press events, as when a TV reporter
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Housing Development Corporation, Hi
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HOUSING ASSISTANCE COUNCILBOARD OF
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This guide is aimed at organization
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Public Relations Guide for Rural Housing Organizations (manual

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