MIXED MEDIA
CREATIVE IDEAS FOR MARKETING, PUBLIC RELATIONS AND WORKING WITH THE MEDIA
BY RUTH SLOTTAG, APR
In our world of evolving technology, marketing through
the traditional mass media is no longer adequate for reaching the various segments of your targeted audience. A few
years ago, you could feel comfortable about reaching your
audience by simply sending a news release to the local
newspaper and radio and television station, as well as mailing your program brochures to your list of patrons.
Today, the world of marketing and communication is
much more complicated. People have many more information choices: numerous speciality publications, hundreds of cable-TV channels, and the unlimited possibilities of the Internet. The people you are attempting to
reach with your message now are selecting the information they want through speciality media. They no longer
have to sort through the clutter of information bombarding them via the mass media.
As promoters, we must move into the age of narrow-casting and niche marketing. To meet the challenge of
reaching all segments of your targeted audience, you'll
need to add some of these nontraditional media to your
marketing mix.
• Agency Website
Keep your agency's home page on the World Wide Web
updated with programs and special events. Include date,
time, location and a phone number. If you don't have a
Website, you will need to enter this realm very soon. This
medium is gaining in popularity as the method of accessing needed information. When developing your site, you
need to consider both graphics and text. Keep your design simple, using only enough graphics to keep your
audience interested. Keep the graphics as small as possible, whether you're using photos, illustrations, tables or
charts. Large files take longer to load, causing viewers to
move on to another site.
• Municipal Website
Some villages and cities now have Websites with pages
that list upcoming community events. Get yours on it.
• Chamber of Commerce
This organization offers information about the communities' business and civic activities through its publications
and Websites. The DeKalb Park District, for example, features prominently throughout the DeKalb Chamber of
Commerces 1999 promotional piece for the area. Photographs and contact information for the park district are
featured throughout, plus a two-page information section
on "Parks and Recreation" was submitted by the agency.
• Tourism Office
Contact the local tourism office for promotional possibilities, which may include displaying your brochures, listing your events in their brochure or on their Website calendar. Also contact the regional and state tourism offices for
promotional opportunities. The Illinois Office of Tourism
publishes a semiannual "Calendar of Events," which lists
activities that have statewide appeal. Items for this publication must be received approximately six months in advance. For contact information, see www.enjoyillinois.com.
• Speciality Publications
Keep up-to-date on all speciality publications in your
area. New tabloid newspapers designed for certain demographics such as seniors, families and special interest groups accept news articles about programs and events for those
audiences. You may have to do more preparation such as
rewriting the article specifically to seniors rather than submitting the generic release.
July/August 1999 / 43
MIXED MEDIA
• Organizational Newsletters
Contact the editor about publicity possibilities, especially if your
agency is partnering with the organization, either a business or non-profit group. If your agency enters into a partnership with a local hospital or other large business, or a nonprofit such as the Red Cross,
make sure their newsletter editor includes you in their publications.
Target your message to that particular audience, which will likely be
the organizations employees or members.
• Newspaper Columnist
Pitching an unusual story to a columnist rather than the editor or
reporter that you normally work with may prove successful. Diane Hardy
of the Skokie Park District, for example, pitched a story to Zay N. Smith of
the Chicago Sun-Times and received great coverage in his "Quick Takes"
column.
• E-Mail
Sending your information via e-mail makes it easier for reporters and
editors to use. Copy your release into the e-mail document rather than
attaching it as a separate file to eliminate software compatibility problems.
• Cable-TV Public Access Programs
To get air time on cable-TV public access programs, you will need to
prepare for an on-camera presentation or arrange for the agency expert to
make the presentation. Remember to ask about technical support; some
cable companies require you to provide your own videographer. To maximize your audience, be sure to publicize the date, time and channel that the program will appear.
New technology offers many challenges in preparing and disseminating your message, but the result will be worth the effort. You'll get through to the hard-to-reach audience, and soon be rewarded with your own success story.
RUTH SiOTTAG, APR
is the public relations director for the Illinois Association of Park Districts
Nations in Bloom 1999
The Nations in Bloom program of the International Federation of Park and Recreation Associations, recognizes environmental excellence in communities around the world.
Applicants are judged based on five criteria: enhancement
of the landscape, heritage management, environmentally
sensitive practices, community involvement and planning
for the future. Applications are due September 15, 1999.
For details, davemeli@ilam.co.uk or www.ifpra.org.
Team Up for Youth Sports
"Community Action Guides" are now available from the National Recreation and Park Association and the Association for International Youth Sports (AIYS). The guides show communities how to generate additional resources for their youth sports programs, through fundraising, partnerships and marketing. To get a guide and more details: Karhy J. Spangler, CLP, director of National Programs, 1-800- 649-3042, (email) nationalprograms@nrpa.org, or www.aiys.com.
July Is Parks and Recreation Month
Celebrate this month by sending photos from your agency
with a personal message on the back (e.g., "Congress keep the
promise...support local parks!") as part of NRPA's "Picture Parks"
campaign. The goal is to tell Congress about the benefits of
parks and recreation to all Americans and restore funds to the
Land and Water Conservation Fund and the Urban Park and
Recovery Program. For more information, www.nrpa.org
44 / Illinois Parks and RecreationEmbrace the Age of Niche Marketing
Wide-canvassing news releases are less effective than targeted pitches
to more nontraditional marketing channels