Some back-to-basics thoughts for public relations

I vividly remember my first chorus coaching session. The coach called the session "back to basics." After introducing himself (and there were a lot of accolades), he looked at us, knowing we were multi-year district and International champions, held up a circular object saying, "Gentlemen, this is a pitch pipe." It reminded me that it's healthy to cover the basics for PR, too.

Rule #1: They won't come to you; you have to see them. Silly? Think about how many times you've heard people say, "I sent that news release three weeks ago and no one called." They don't call. After sending that release, you call them-be the instigator. News editors receive hundreds (no kidding!) of releases, so it's worth the call to follow-up.

Rule #2: Once is not a trend. Sending that media packet, faxing that release or visiting that editor one time doesn't mean, "you're in." You're just getting started. They call it public relations-not public acquaintances, not public periodically. The purpose is to create those friendships in the media. And the media is a high turnover industry, so you have to be persistent in meeting the new people. The idea is the relationship.

Rule #3: Chapter meeting nights is not news related. The purpose is to introduce potential singers to our style, fine tune our singing, and handle chapter business. Invite media to performances and shows, that's where the news lives.

Rule #4: When performing, meet your audience. I once saw a strolling quartet perform, disappear, perform, disappear, perform, disappear. They never interacted with the group and audience that HIRED them. Nobody remembered them. I also watched an International champion quartet walk into the Afterglow, split with two parts, sing with chapter members as they moved toward the front of the room to take their VIP seats. Took them 30 minutes to get there. Now, there's some involvement and great PR-and everybody recalled that night!

Rule #5: Remember: How can I help you? For all media contacts and performances with other groups, make their job easier. That's how you win/win with the public. How can you make the newspaper editor's job easier? How can you make the high school stage manager's job easier? How can you make the shopping mall contact's job easier? How can you make music education in the school successful?

Back to basics-add one

• Chapter business cards. It lists a contact person, telephone number, place where chapter meets, which night of the week, hours of meeting.
• Chapter fact sheet. A one-page explanation of the history of the chapter, accomplishments of the chapter, plans for the year, and their affiliation with the Society. (There are samples available from the Society HQ.)
• Photo of chorus. For your media kit, have photos of your chapter quartets and chorus in case media need it-and send pictures EVERY time. (Except for radio!)
• The latest chapter bulletin or quarterly patron newsletter. Bring the media contacts into the family. That's why it's important that chapter bulletins are cheerleading, upbeat and informational.

Hope you enjoyed this back-to-basic trek. And hey, let's B#.