Uncharted Territory

Working with the media is new, uncharted territory for me. I came into the PR program with a design and marketing background. I wasn’t involved with submitting story pitches, sending out media advisories or calling journalists. I had put together a couple of press releases in the past when required, but didn’t really understand how to use them effectively. My PR program at CompuCollege is great because we have not only learned how to do these tasks properly, but also have real events that need to have publicity generated.

I’m beginning to realize that writing the various media relations pieces are only half the battle. A PR person also has to be silver tongued and able to articulate key messages on the phone, in person and on camera. Tenacity is needed, as well as the ability to problem solve. I did manage to line up coverage through the local cable station with a simple phone call, so that has given me confidence. The show will air after the event but generate awareness in the community when it airs. I am also the liaison with the producer for this program, getting information for her and providing details about the venue, event and the speakers.

Recently I’ve been trying to contact a journalist directly to see if there is any interest in writing a feature story about Speak Out!, the discussion panel members or about the issues of violence against Aboriginal women. I researched a publication and identified the best person to approach. Making contact has been an exercise in persistence, and this will be a test of my powers of persuasion if I ever get through to the journalist.

Also, our whole class shot a PSA the other day which has already aired on CBC. As a result of that coverage, we have had inquiries from another media outlet that are very interested in working on this story. We hadn’t considered contacting this network because it appeared not to be based in this region. With publicity, serendipitous things seem to happen sometimes. In the communication plan the key media outlets that should be contacted are identified and then an opportunity surfaces that wasn’t planned.

As for the journalist, I did reach the person today and there may be some interest. I just have to send some background information about the event, our speakers, the issue of violence against indigenous women and the Amnesty International campaigns such as Stolen Sisters.

Janet Patten