Publicity is a very important component of planning a program or event. Some organisations planning an IYOP project employ public relations people or media/ communications specialist who work towards raising awareness of the specific project and the organisation's public profile.

This kit is to help AC'99 partners who do not have these specialists on staff, and who are keen to generate publicity for their IYOP projects during 1999.

There are different types of publicity available to you for promoting your event(s) or program(s) and it is a good idea to start thinking about generating publicity for your IYOP initiative as soon as possible.

By gaining publicity for our projects and achievements we may, by the end of the International Year of Older Persons, effect some change in those negative perceptions of being older promoted and reinforced by the media.

The following pages give you some basic stepping stones for gaining media coverage.

1. GET TO KNOW THE MEDIA

Newspapers: In which papers are you going to want coverage; if there are several papers, where do they circulate; and which one has the bigger print run? Remember that your local paper probably has a free "What's On" column for items of interest to the local community.

Radio: Is your local radio station AM or FM, and what sort of area does it reach? Which programs are relevant to your project? In regional areas, does the station give coverage to community happenings in the local news segment, or in the day-time "talk" show? Do they have a free community announcements service?

Television: In different regions, where does your local TV station reach, and does it give coverage to community happenings in the local news segment, or day time "talk" shows?

2. BEFRIEND THESE ORGANISATIONS

Make an appointment to talk to the news director, journalist in charge or editor. Discuss IYOP in general terms, and then tell him/her what your plans are for next year. Hopefully you will come away from that ten minute talk with the names of at least two journalists who may be good contacts for you when your event is ready to be publicised.

3. TELL A STORY

You need to have a story, an event, or something tangible to tell the world (or at the very least the local community). It is no good believing you can go to journalists with a list of United Nations principles for the Year, or with some vague plan for a project in six months time….perhaps??? To get coverage you need to have "news" to sell and to give.

4. PROVIDE A HUMAN FACE

The best stories or events have a human face. If you are planning a series of activities for a group of older people, for example, older Asian women, then negotiate with the "subjects" and if possible, offer interviews with some of the women participating.

5. PHOTOGRAPHS

If you are dealing with the local paper, photographs will be very important. You could discuss whether the journalist wants to use your photographs or bring a photographer to the activity. Make your photographs very clear, mark on the back the names of people and places, and as a general rule, do not expect them to be returned. But first you must have permission from the people who are participating in the project… more often than not, you will not be refused!

6. TELEVISION COVERAGE

There are two major factors which distinguish television from other forms of media coverage, and they are:
(1) the need for good vision (pictures) and
(2) timing.

We should design our television campaign to offer the best possible visual illustration of our story. For example, if the Asian women mentioned earlier were being taught aqua exercises in the local pool, the television crew should be invited to film this in progress (with happy faces on show!) The average TV news item runs for about 60 seconds or 90 at a pinch, with one "grab" (20 second quote) from a spokesperson on camera. Don't be deceived by the amount of time crews spend on filming…most of it ends up not being used.

TV journalists and crew may appear relaxed and unhurried, but they are always under great pressure as they have to complete many assignments in one day. Standing around waiting for speeches to end, for example, is a nightmare to them. Plan your TV event in the morning if possible, or at a time convenient to the journalist by consultation with him or her.

7. RADIO COVERAGE

The most important factor to understand when dealing with radio news coverage (or community/ current affairs) is the time pressures affecting radio journalists. They often have hourly news broadcasts which they have to work around. Leave yourself enough time to ring back in a few hours time if you are not contacted by a radio news journalist or they will have written many more stories, and you may have missed out.
Regional radio stations are often very interested in interviewing local people, so try and make sure you have a spokesperson and/or the "subjects" of your story prepared to do interviews if requested.
Mention in your press release that people are available for interviews.

If you are unable to get coverage through news or current affairs time slots, talk back sessions are a godsend; list three points that you must mention, have a contact number for enquiries ready, and pick up the phone!

If you are sending in a media release to a radio station, give several phone numbers and make certain spokespeople are accessible by phone that day, and after business hours. This applies to all media releases.

8. SPOKESPERSONS

Have a spokesperson ready to face the microphone or notebook. This person is not necessarily the highest office bearer, but needs to be involved in the project at grass roots level, and able to articulate the aspirations of the group.

9. HOW TO WRITE MEDIA RELEASES

• Content: To be able to identify what will attract media attention is the key; in our case this will usually be a project (or an event to publicise a project.) Issues or concepts are much more difficult to publicise.

• Format: think of a media release as a pyramid, with the most important information (the answers to the what/where/when/who/why questions) at the beginning, in the first few paragraphs.

• Quotes: a crunchy quote from the key player or spokesperson is included to illustrate the point of the media release, and to add colour. Similes can be very powerful here (for example, in a media release from a new Parliamentarian a memorable quote could be … "Parliament is like boarding school; miles from home, continual noise and mayhem and awful food.")

• Contacts: There must always be at least two spokespersons listed at the bottom of the release, with day and night phone numbers, who know the subject and can be quoted in the media coverage.

• Follow up: Follow-through with the press is often the most critical part of the news process. It is very important that the spokesperson is available to answer phone calls after the news release is received by the media. No matter how comprehensive the release, reporters often have questions.

• Changes by the Media: Many editors publish a release with little change. Keep in mind that others modify it extensively to conform to the style of their publication or cut it to fit their space restrictions. A two-page release may be edited to three paragraphs. Other publications may expand the story by contact the source for additional quotes and comments.

• When to Send a Media Release: It is a good idea to fax the release to the media outlets 24 hours prior to the event (daily newspapers and radio/ TV news items).

  However it is advisable to get in contact with the relevant journalist/ editor four to five days prior to the event to advise them what is happening and to have them look out for the media release. This time may also be needed for smaller newspapers to organise a photographer.

• Research: It is also recommended that the organisation research the names of the journalists and editors who will find the release of interest, and mark the press release to their attention.

• Remember: You can follow up the press release with a quick phone call to ensure that the relevant journalist received the release, and remind them that you are available for further comment, if required.

Examples of good press releases are below.

10. WHEN TO ALERT THE MEDIA

Timing is important in news production. The media can be most effective if suggestions or requests for help arrive in good time before an event or publication date.

News can be developed rapidly if necessary, but is much better to allow plenty of time for interviewing, writing, checking, and then reproducing and distributing the release.

If you are hoping for a journalist to attend an event, it's a good idea to telephone them a week in advance, and ask them to look out for the media release.

Remember that if sensitive information is forwarded to the media prior to the launch of your program or event, clearly state that there is an embargo on the release until a specified date and time (radio and television).

MEDIA RELEASE 1 JANUARY 1999

GOVERNOR GENERAL'S NEW YEAR MESSAGE- 1999, THE YEAR TO CELEBRATE OLDER PEOPLE

The Governor-General, Sir William Deane, today welcomed 1999 as the International Year of Older Persons. Sir William urged Australians of all ages to help celebrate, value and encourage the achievements of older people in our society.

"We live in a world where people generally are living longer than they used to do", said Sir William, "As the international logo symbolises, the process of ageing is a constant one - evolving, progressing and moving outwards into experience- where each generation has a vital part to play in the life, the well-being and continuity of the community.

"It is thus in the interests of everyone, that the vitality and independence of older people in mind, spirit and body be sustained for as long as possible and that we acknowledge all that older people have to offer us."

In launching the Year of Older Persons, the Secretary-General of the United Nations, Kofi Annan said that it was fitting that it be the last year of the millennium because we need to remember that we are a society for all ages.

"A society for all ages is one that does not caricature older persons as patients or pensioners but seems them as agents and beneficiaries of development," explained Mr Annan. "It honours traditional elders in their leadership and consultative roles in communities around the world."

Echoing these sentiments, Sir William said the abiding principles upon which the International Year of Older Persons is founded are "independence, participation, care, self-fulfillment and dignity."

The Federal Minister for Aged Care, the Hon Bronwyn Bishop MP, as Minister responsible for Australia's participation in the International Year said that she believes that Australia will see cultural change begin in 1999, "so that we value older Australians for their continuing contribution to our community, not just what they have done in the past."

Australian Coalition '99, a coalition of more than 900 not-for-profit and business organisations, is supported by the Federal Government for the International Year of Older Persons. Australian Coalition '99 is an initiative founded by Council on the Ageing to promote an "age-friendly" society.

Australian Coalition '99 is keen to hear from groups interested in becoming involved. For more information contact (03) 9820 4463 or refer to our website at www.vicnet.net.au/~ac99

For more information contact Delys Sargeant, National Chairperson of Australian Coalition '99 on 03 5989 2608 or mobile 0411 822 732 or Lisa Ellis, Project Manager on mobile 0417 59 11 09.

Special Release Bulletin 21 September 1998

(2 pages)

The United Nations has designated 1999 The International Year of Older Persons (IYOP).

The International Day of Older Persons is celebrated on October 1st each year. This year the day will be used to raise awareness of IYOP in 1999 and the theme COUNTDOWN TO '99 will be adopted throughout the different celebrations across Australia.

There are many intergenerational programs being planned for October 1st this year.

South Australians can look forward to the launch of the International Year to be conducted by the Premier, the Hon John Olsen, in conjunction with the launch of Celebrate Seniors (formerly Seniors Week) by Sir Eric Neal, the Governor of SA. The event will commence at 11.30am and will take place in Government House Gardens. Following the official proceedings, the COTA choir comprising 100 older people will perform. A parade of older people, many in national dress, will proceed to the gardens next to Government House. The Police Band and a contingent of senior pipers and drummers will lead the band. Contact: Ann Lloyd, Australian Coalition '99 SA, Tel: (08) 8232 0422 or Country Callers: 1800 182 324.

In Victoria, an enormous range of activities is planned around the new Melbourne Sports & Aquatic Centre beside Albert Park Lake. The opening ceremony will commence at 10.00am in the Show Court with the Royal Australian Navy Band, choir and dancers in the presence of His Excellency the Governor of Victoria. Participants will be able to explore activities for home, garden and pets in the "Habitat" section. "Things Mechanical" will feature model trains, veteran cars, Austin Healeys, motorbikes, 4WD Club with camping displays. Those participate in "Fun and Fitness" will be able to choose from more than 35 different sports and activities throughout the day. For more information please telephone Margaret McLean at Australian Coalition '99 Vic on (03) 9654 4443.

Australian Coalition '99 NSW is working with the Ageing & Disability Department of the NSW government to host an exciting event on October 1 that will generate significant media attention. The announcement of the International Year Ambassadors for NSW will be made on October 1 as well as an indication of the enormous activity that will take place in 1999.For more information please call Anthony Brown, Australian Coalition '99 NSW on (02) 9299 4100.

In Queensland a state debate on the issue of, 'Is Queensland a society for All Ages?" will be conducted on October 1st and will involve eminent older Queenslanders and university students. The debate will be televised on the ABC on the evening of October 1st and broadcast on ABC radio on October 2nd . Other exciting events planned for the day include seniors riding Harley Davidson motorcycles, an air exhibition of vintage planes and a convoy of vintage cars. For further information please contact Louisa Taliacos, Australian Coalition '99 Qld, on telephone: (07) 3256 6766.

In the ACT, the Chief Minister will be launching IYOP at 10.00am at Westfield Shopping Centre, Belconnen. All ACT residents are welcome to the celebrations and morning tea will be available. Attendees can look forward to seeing demonstrations of older people abseiling within the shopping centre, under the instruction of students of Canberra Institute of Technology students. For further information please telephone Louize Glenn at Australian Coalition '99 ACT on (02) 6282 3777.

There is a comprehensive schedule of media activity in development in Western Australia. Please direct enquiries to Elizabeth Bennie, Australian Coalition '99 WA, on 08 9321 2133.

Australian Coalition '99 is a consortium of non-government organisations planning for 1999, and was established by Council on the Ageing in 1995. AC'99 is collaborating with the Federal Government and state governments on plans for 1999 through the Conference for Older Australians and the Healthy Ageing Taskforce, respectively.

In Melbourne earlier this month, Mrs Delys Sargeant AM, Chair of the National Coordinating Committee of Australian Coalition '99 said, "The activities during the lead up and throughout 1999 will play an important role in promoting positive attitudes to older persons and ageing. However the International Year is only twelve month long, and encouraging an "Australia for all Ages" requires much emphasis on sustainability into the next century."

The National AC'99 office can be contacted on (03) 9820 4463 or email: ac99nat@vicnet.net.au

Produced by AC'99 National & AC'99 Victoria. August 1998

© Copyright Australian Coalition 99 & The United Nations