The purpose of this publication is to provide examples and ideas for strategic communications planning, public relations, and marketing that can move park and recreation professionals and organizations forward in today’s competitive 24/7 media market.
In order to successfully compete, it is essential for park and recreation organizations and staff to have their message heard. This recognition is an advantage, whether it is for advocacy, fundraising, increasing visitor numbers and volunteer community involvement or just getting an event published in the local newspaper calendar. It is critical to reach today’s information culture with compelling messages- messages that do not get lost in the mass of images and voices consumers are exposed to every day.
Contents
Introduction
1. Strategic Communications Planning
Identify Your Mission
Strategies and Tactics
Set Goals
Polish Your Plan and Your Skills
2. Public Relations Basics
Who, What, When, Where, Why and How
PR Tools
Word-of-Mouth
Press Releases
Media Alerts and Advisories
Press Kit
Backgrounder and Frequently Asked Questions
Biography
Media Contact List
Press Conferences/Briefings/Tours
Letters to the Editor, Opinion Editorials
Writing a Feature
Newsletters
3. Grabbing and Keeping Media Attention
Media Strategies
Interviewing Skills
Crisis Communications
4. Electronic Media
E-mail
Website Pressrooms and Press Kits
Public Service Announcements
5. Advertising and Marketing
Advertising
Branding
Sponsorships
6. Evaluating public relations and advertising
Tracking communication efforts
Evaluation methods and techniques
Tried and True Public Relations
Appendices
Glossary
Bibliography
Resources
Download
Tried and True Public Relations and Promotional Tools
