




    Steps for implementing a media campaign for the opening of the Terraces 

1. Out of the 19 delegates coming to the opening from your country, identify 5 
   or 6 who have an interesting background and who would be comfortable and 
   articulate when speaking to the press.  Write a one-paragraph biography on 
   each of them.  Hold a copy for your files and send copies of the brief 
   biographical statements to the Office of Public Information, as they may be 
   extremely helpful for our Office as well. 

2. Identify your target media.  Choose specific newspapers, magazines, radio 
   and television programs.  Become familiar with their content and style.  
   What sort of stories do they cover?  What is their audience?  Call their 
   advertizing department and ask for the profile and demographics of their 
   readers or listeners.  Identify specific editors, producers or reporters.  
   Keep an eye out for journalists who are interested, personally, in the 
   kinds of news you have to offer.  Journalists are individuals like everyone 
   else, and they have interests and sympathies, which become obvious if you 
   read their columns or listen to  
   their programs regularly.  

3. Find out about their deadlines and give them enough notice to run your 
   story.  Deadlines can make the difference.  Do they have a daily deadline?               At what time?  Is it a weekly deadline?  Which day is the busiest?  You 
   should time your phone call so that it does not interfere with a deadline.
   For monthly or quarterly publications, find out when they start commissioning  
   stories for the next edition.   

4. Research the requirements and understand the needs of different kinds of 
   media.  The way we present the story will vary according to the type of 
   media - is it print or broadcast?  Is it news or feature?  Is it a 
   specialty media - religion, travel, tourism, architecture or design?  Here 
   are some general notes to keep in mind about each kind of media:  

   NEWSPAPERS 
   In big newspapers each different section, such as Arts, Lifestyle, Health, 
   etc., may have a "section editor".  Even in the front part of a newspaper, 
   the news and the features will have different editors.  So you need to 
   think about whether a story you are offering is a news story or a feature 
   story.  On smaller papers, there may be a news editor and features editor, 
   but no section editors.  On an even smaller paper, there is an editor and 
   some journalists.  Smaller local newspapers are sometimes grateful when 
   articles are presented "ready-made". 

   RADIO 
   Again, news broadcasts are separate from feature programs.  Be aware that 
   most programs operate completely independently of each other, so when you 
   pitch a story to radio, you need to be very specific.  If you are not sure 
   who the right person is, ask for a staff list.  If you are phoning, do not 
   give your story to the front desk receptionist.  Tell him or her the 
   general nature of the story and ask to which program you should be put 
   through.  Think about sound effects to illustrate your story.  World music 
   and classical music stations may be interested in the live audio feed from 
   the opening event.  

   TELEVISION  
   It is important to recognize that for a television news department, the 
   opening of the Terraces will generally be considered a "soft" story - the 
   kind that is often used to wrap up the newscast with a one or two-minute 
   segment.  For television it is critical to know what lively visuals you can 
   offer:  the delegates from your country leaving their homes or gathering at 
   the airport, or returning from Israel after the event, stock footage of the 
 





 




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   Gardens and Terraces, and footage of the inaugural events themselves.  More 
   information about stock footage and live feed of the event will be provided 
   as it becomes available. 

   Documentaries and specialty programs will give the journalist more of an 
   opportunity to delve into the story.  Most channels commission programs 
   from independent television companies, so you should pitch the story to 
   these production companies as well as to the television channel itself.  

   SPECIALIST PRESS 
   There is a magazine or a Web site for every imaginable interest group.  Be 
   creative about ways to interest the specialist press in the story of the 
   Terraces.  Target media include travel and tourism, gardening, 
   architecture, classical and world music, ecological, religious and 
   interfaith, ethnic or minority press, mind-body-spirit magazines, women's 
   magazines, and youth publications.  

5. Set specific and achievable goals for contacting target media.  Identify 
   human resources to form part of your media outreach team.  Organize your 
   work, not only for access now, but also for future use.  Create a contact 
   list of your target media, with the contact name, email, fax, phone number, 
   and, if possible, information about their audience.  Keep a record of your 
   contact with them:  when you called or sent a press release, what response 
   you got, and notes for follow-up.   

6. Draft a press release targeted to each publication or program.  Include 
   points of interest to that particular media.  Keep it to a page or a page 
   and a half. 

   What is the most interesting aspect of your story?  This is your opening 
   paragraph, the 'angle' of the press release.  Your first sentence, 
   especially, should contain no more than 25 words.  When you have found the
   angle or lead in your story, make it strong, and follow your main point 
   through in the rest of the press release.  Each release should contain only 
   one story with relevant background information. 

   The press release should be typed, single spaced, with blank space at the 
   top and bottom to make it easy to read.  Contact names and phone numbers 
   should be listed at the bottom.  

   Avoid using Baha'i jargon. Try these alternatives:  

   "manifestation of God"              prophet, founder 
   "most great peace"                  (do not use) 
   "Local Spiritual Assembly"          Local Baha'i Council 
   "Universal House of Justice"        international governing body 
   "The Guardian"                      (do not use) 
   "ABM"                               Baha'i administrative advisor 
   "Counsellor"                        senior Baha'i official 
   seeker/contact                      friend, acquaintance 
   non-Baha'i                          (do not use)

   When you have finished writing your press release, try to leave it aside 
   for a while and reread it with fresh eyes to check for mistakes in spelling 
   or grammar.  Ask yourself if it is still a good story.  Show it to a non-
   Baha'i friend to see if it is also interesting to them.  Try telling it to 
   a friend on the telephone. 





 




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7. Call the reporter, editor or producer that you have selected.  Often you 
   may have 30 seconds or less to capture their attention, so think carefully 
   ahead of time what you will say.  Prepare for your phone call and make some 
   bullet points of things you want to mention during the call.  Rehearse out 
   loud if necessary.  Then relax.  Remind yourself that, when it comes to the 
   Baha'i Faith, you are the expert.  You have a story to tell - and it is 
   interesting.  The journalist is a professional, you are a professional, and 
   you are about to start a working relationship with them, sharing 
   information.  Here is a sample call:  

   "Hello - is that xxx?  (give them time to realize you are talking to them 
   on the phone).  My name is X, I'm phoning from the media relations office 
   of the ABC Baha'i Community.  I have a press release I'd like to send to 
   you." 

   Here comes the pitch:  
   "We're opening a massive public garden in the city of Haifa in Israel in a 
   couple of weeks.  The gardens are a series of terraces running from the 
   base to the peak of Mount Carmel, and it has taken ten years to complete 
   this project.  Several representatives from our community will be attending 
   the opening, together with Baha'is from more than 180 countries, and after 
   that it will be open to the public and to tourists...". 

   "I have a press release I'd like to send you; and I'm ringing to see what 
   the best method is to get it to you - do you prefer email, or should I fax 
   it to you?"  "And...."  (Here is where you sell your local story):  "the 
   people who've been invited to attend the opening are all available for 
   interviews, some of them are very interesting people.  I'll attach some 
   details about what they do here if you like.  I'll give you a call tomorrow 
   to see if you're interested, in case there is anything else you need." 

8. Fax or email your press release and do a follow-up call within a day or 
   two:  "Hi, it's X from the Baha'i Information Office.  I sent you a press 
   release a couple of days ago about Z, and just wanted to see if you needed 
   any more information.  Is this a good time to call?"  (do not ask:  "Are you 
   going to do the story?"  Journalists hate pressure.)  If the journalist 
   wants more information you can offer the full press kit or refer them to 
   the on-line kit at www.bahaiworldnews.org/terraces.  

9. If a journalist expresses an interest in attending the opening, you may 
   share the attached information about Press Accreditation:  


Attachment 





 
