2016 Holiday Tool Kit

More documents

Recommendations

Info

Public Relations Table of Contents • Introduction • Why Do News Media Exist/Why it is Important? • What Do Media Want from Us? • Getting to Know Your Local News Media • How Can I Tell if I Have a Newsworthy Story/Program/Event? • Media Etiquette • Key Messages • The Interview • Various Forms of Communication Overview (Email/Media Alert/Press Release/Pitch Letter) • Customizable General Press Release Template • Customizable General Media Alert Template • Customizable Adopt-A-Family /Food and Toy Drive Press Release Template • Customizable Angel Tree Press Release • Customizable Corporate Food Drive Press Release • Facebook Best Practices
Public Relations Introduction The “PR Strategies” section of this toolkit is designed to empower corps and programs to make greater strides with the variety of Christmas season activities The Salvation Army is known for. Although these documents are aimed to inform and educate, it is no replacement for the assistance the Marketing and Communications Department at DHQ is willing and able to provide. Please do not hesitate to ask this department for assistance. We are including this brief tutorial regarding PR and media basics not in lieu of our efforts, but in addition to them. The goal is to streamline the process as much as possible during the busiest time of year for us all. This portion of the toolkit can help you formalize concepts and highlight elements of upcoming holiday events with regard to media that we can help you bring to fruition. To that end, we have included several media alert and press release templates in this section. Please note that a couple of these suggested customizable releases correspond to other sections in this toolkit (such as food/toy drives.) We encourage you to use these templates to start your media materials, and then work with our department to flesh them out, finalize, and pitch to local media. It’s a fact of life that both the general public and the media at large, think of The Salvation Army as a holiday season charity. Instead of fighting this inclination, this media and public relations primer’s goal is to help you capitalize on it. Thanks for “doing the most good” with regard to media! 4a. PR Introduction
Page 1 and 2:
The Salvation Army Southern Califor
Page 3 and 4:
f. Customizable Volunteer Recruitme
Page 5 and 6:
f. Gift Pick-‐‐Up Card Templa
Page 7 and 8:
Monthly Action Plan To Secure New a
Page 9 and 10:
Media exposure • Publicity encour
Page 11 and 12:
• Conduct a volunteer orientation
Page 13 and 14: One-‐‐time Volunteers do not
Page 15 and 16: In 1901, kettle contributions in Ne
Page 17 and 18: Thing TO do: 1) Please greet all pe
Page 20 and 21: Volunteer as a Christmas Ambassador
Page 22 and 23: VOLUNTEERS WANTED! Help out as a Ch
Page 24 and 25: (Corps/program) ·∙ (Address) TEL
Page 27 and 28: THE SALVATION ARMY SOUTHERN CALIFOR
Page 29 and 30: Name Phone # E-mail Bringing others
Page 31 and 32: The Salvation Army (Corps/Program)
Page 33 and 34: RedKettlePlus.org Make Change with
Page 35 and 36: Integrating Kettle with the Vol
Page 51 and 52: Holiday Volunteers Monthly Recruitm
Page 53 and 54: Volunteers Overview and Best Practi
Page 55 and 56: • Each corps could do a local vol
Page 57 and 58: • The volunteer won’t feel safe
Page 59 and 60: HOLIDAY VOLUNTEER OPPORTUNITIES The
Page 61 and 62: [Insert Date] [Insert Name] [Insert
Page 66 and 67: Public Relations Why News Media Exi
Page 68 and 69: Public Relations Getting to Know Yo
Page 70 and 71: Public Relations How Can I Tell if
Page 72 and 73: eporters covering city news, specia
Page 74 and 75: Public Relations The Interview A go
Page 76 and 77: FOR IMMEDIATE RELEASE: CATCHY HEADL
Page 78 and 79: FOR IMMEDIATE RELEASE: THE SALVATIO
Page 80 and 81: FOR IMMEDIATE RELEASE: CITY OF “(
Page 82 and 83: Grow your community! • Start with
Page 84 and 85: POINT OF SALE CAMPAIGN The Point of
Page 86: DipJar FAQs • Will customer credi
Page 90 and 91: GET MORE TOYS WITH YOUR DONOR DOLLA
Page 92 and 93: Adopt-A- Family Step- by- Step Guid
Page 94 and 95: An example of all forms is located
Page 96: Make a difference this Holiday Seas
Page 101 and 102: Adopt-A- Family Frequently Asked Qu
Page 104: THE SALVATION ARMY SOUTHERN CALIFOR
Page 110 and 111: The Salvation Army Angel Tree Intro
Page 112 and 113: 2. Make a list of prospective spons
Page 114:
The Salvation Army Angel Tree FAQs
Page 119:
The Salvation Army Angel Tree FAQs
Page 126 and 127:
THE SALVATION ARMY SOUTHERN CALIFOR
Page 128 and 129:
Food Drives Introduction Food drive
Page 130 and 131:
Food Drives How to Run a Food Drive
Page 132 and 133:
OTHER FOOD DRIVE IDEAS 1. Give what
Page 134 and 135:
Page 136:
Food Drives Sample Email Text Sampl
Page 139 and 140:
Toy Drives Step- by- Step Guide Be
Page 141 and 142:
• Healthy competition/Recognition
Page 143 and 144:
Toy Drives Frequently Asked Questio
Page 145 and 146:
Page 147:
Toy Drives Sample Survey The Salvat
show all

2016 Holiday Tool Kit

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?