Stuck with publicity

STUCK WITH PUBLICITY

"I nodded off during the AGM and the Chairman thought I was agreeing to handle publicity for the club!" wailed one PR officer.
That's often the way. You have no clue how to start but it's the job you've been stuck with.

Where to begin?

You need to get more members. How? There's no money for expensive advertising - and how many people read the small-ads in the local paper anyway? What might attract people to join?

Start by listing the advantages. You're a friendly group (apart from Burt). You've got a convenient meeting room in a church downtown. There are talks, competitions, advice on equipment, people who'll help (apart from Burt.)

Maybe we can keep quiet about Burt. Are we friendly … and do we seem so to newcomers?
Now you are thinking like a publicist!

The shadows of a group of people. You have to see the club as outsiders might. You are starting to realize that your task is not isolated and involves working with the rest of the committee. So suggest to the chairman that someone be given the task of watching out for new faces each meeting. They should give them a warm welcome and take the visitors under their wing for the night. Introduce them to some of the members (perhaps not Burt), make sure they get their coffee in the interval and that they leave with a copy of the program for the next few months.

Everyone knows where the church is … or do they? Maybe it is a good idea to make sure every poster and newsletter includes simple directions to it. Since so many people use Satellite Navigation now make sure the zip code is there too.

How will people know when we meet? Fortnightly is vague. Start talking about "1st and 3rd Thursday of each month" instead and always add the start and finish times.

At least the program of events should be easy to promote … hmm.
Roger Garretson acting as guest speaker. Old hands know what to expect of an item like "Jenny demonstrates Edius", "Roger talks about his movies" or "films from AIFVF". What do they mean to outsiders? Such shorthand notes may be fine for a "memory-jogger card" to carry in your wallet but that's all. Talk to the secretary and some of the speakers to create a better listing for publicity purposes. Try out wording like: "Our Treasurer, Jenny, shows us how she uses the Edius computer system to edit her prize-winning movies." "Roger - our champion film maker, reveals the secret of his successes." and "We show a selection of top non-commercial films from all over the world which won awards … be inspired, steal ideas and enjoy!"

At least competitions are self-explanatory, aren't they? Er, no.
Within the hobby we know that competitions encourage everyone to make - and finish - films, let us show our work to others, help us learn from our own mistakes and those of other film makers … and may bring us a moment of glory if we win.
Could we word that as: "The challenge is to show us something we did not know about any street in town. Take your camcorder out to explore, interview residents and shop-keepers, investigate local history and find a way to tell the story in pictures. Keep it less than 5 minutes long. We promise that all comment will be helpful and positive (unless Burt is there.)"

So do we need to expand on "equipment advice"? Yes.
Here's a chance to show how inclusive you are. Try: "A cell-phone that takes movies, a £200 camcorder for family holidays or top-flight kit that costs thousands - whatever you fancy, one of us can give practical advice based on our experience. How useful are free editing programs? Why spend more? Ask - and we'll give you our best thoughts."

Power of the Press

Your local newspaper is always looking for stories ... No.
Faked newspaper headline about club member. Firstly they want advertisers. If you want a free plug for the club, you have to give them something in return. What papers want secondly are stories. So craft a story around each meeting. "Neighbors nearly called the firemen ... but it was just a shot for the new movie being made in town. Local stall-holder Janie Jones said, "It looked so real." And do on. Finishing with: Expect to hear the sounds of an emergency coming from the church hall around 7pm next Thursday, when the group will be adding sound to their images. "Come along and welcome, if you've got a good screaming voice," invited Tom Smollet, secretary.

If any of your members picks up a prize in a state, national or international contest get a press-release off to all local media, the mayor, church leaders, rotary ... anyone who might just mention in in a speech, sermon or announcement. "Club member, Burt, beat off competition from around the globe to take a top prize in ..."

Put on a Show

Show your movies. Every community has groups that meet weekly and need a speaker or entertainer. What better than locally made movies? Offer to take along a video projector, screen, amplifier and speakers for a very modest fee - enough to cover gas costs. Make sure you have a promotional video in the show and/or get whoever is showing the movies to talk a bit about the club and encourage anyone interested to come along. "Or if your husband, kids, aunt, friend might be interested pass along the invitation to them ..."

Show Yourselves. If there's a special event in town, try to be there to shoot it. Get club members to wear their club jackets with the logo on it (you don't have those - get googling and find someone to supply them.) Stick triangles or squares of paste-board to microphones like tv stations do, each side with the club name on it. If possible try to get yourselves booked in as one of the attractions ... "Spring Fair ... including big-screen movies of town events for the last year"

Contacts

Make sure every club member has some business cards with club details on. Encourage them to pass them out whenever they can.

Ask members to mention the club whenever they talk to a city councilwoman, school board member, or town gossip.

Finally

When all those new members roll in ... encourage them to join AMPS !