P.E.O. Record
Publicity Perks
How one five-year old press release keeps on giving for the sisters of the Pomerado Reciprocity Group
From the left: Jane Handell, Chapter TV; Dolores Bruemmer, Chapter VR; Carla Morrisey, Chapter VR; Nancy Thompsen, Chapter VR; Margo Pagnini, Chapter SXIt was the spring of 2004 and the Pomerado Reciprocity Group in Rancho Bernardo/Poway, California, couldn't have been more thrilled. Dr. Helen Washburn, the retiring president of Cottey College, had agreed to speak at their reciprocity luncheon in April.
Nancy Thompsen, Chapter VR, was president of the Pomerado Reciprocity Group at the time. She remembers that the pre-written press release template that Cottey College provided in advance of Dr. Washburn's visit was instrumental in getting information published in three separate area newspapers.
"One of the papers was interested in talking to Dr. Washburn, but it didn't work out with her schedule so the reporter ended up doing a story on P.E.O. and the friendships we form," Nancy said.
That initial story turned into a relationship between the Pomerado Reciprocity Group and Vincent Rossi, a freelance reporter for the San Diego Union Tribune who also has a deep affinity for history—and who subsequently became interested in P.E.O.'s origins.
Earlier this year, Rossi wrote a feature story about Founders' Day in the San Diego Union Tribune, and then helped the group secure space at the local historical society to display P.E.O. materials in March and April.
And, guess who's scheduled to speak at the April Reciprocity meeting? Vincent Rossi. He'll be talking about the history of the Rancho Bernardo/Poway area, which no doubt will generate a bit more publicity in some of the local media. Pomerado will also be honoring their STAR award nominees at the luncheon, which Nancy says has given them another way to stay visible in the community and help new sisters learn how to talk about P.E.O.
"We've stayed in contact with the girls who interviewed for the STAR scholarship," she said. "When you're helping women in your community, it gives you a face to identify with. It becomes personal. You're reaching out and that promotes good word of mouth."
This generates enthusiasm within the chapter and, according to Nancy, brings out the best in each of her P.E.O. sisters. "It does energize you, I'll tell you!" Nancy said of the success Pomerado/Poway has experienced from their PR efforts.
"Things start slowly and you're never sure what they're going to publish, but you really have to step out and take some action. Look at our Founders. Each one of them shared their unique gift with the Sisterhood and we should, too. You just never know what it might turn into."
Getting Publicity for Your P.E.O. Chapter
Yes, it's true that P.E.O.s don’t like to boast, but consider that good publicity can actually help P.E.O. grow the Sisterhood and ultimately benefit more women. Since our inception, we've given more than $190 million in grants, scholarships and loans to further women's education, and we continue to educate and inspire new generations of women at Cottey College. Each time publicity about P.E.O. reaches a congenial woman, she becomes a good candidate for the Sisterhood—and a potential supporter of our projects.
Here are a few tips for securing some publicity for your chapter's events and activities:
1. Write a press release. Take a few minutes to write the essential information about the event or program you'd like to publicize. Include the "five Ws": who, what, when, where, and why. Write clearly, use spell check and be sure to include your name and contact information. Include a paragraph, typically at the end of the document, about P.E.O. and its projects. An example might be:
"P.E.O. is a philanthropic organization that proudly makes a difference in women's lives with six philanthropies. These include the ownership of a two-year women's college, Cottey College, and five programs that provide educational assistance: P.E.O. Educational Loan Fund, P.E.O. International Peace Scholarship, P.E.O. Program for Continuing Education, P.E.O. Scholar Awards and P.E.O. STAR Scholarship. P.E.O. is headquartered in Des Moines, Iowa. For more information about P.E.O. and its projects, visit www.peointernational.org."
2. Make sure it's newsworthy. You can write the best press release in the world, but if local media doesn't think it's newsworthy, it won't get any attention. Accentuate the unique aspects of your event and you'll stand a better chance of getting some coverage. For example, if you're writing about a scholarship recipient who is a local resident, make sure to emphasize that. Include a quote from her, if possible, or relate the unique circumstances that prompted your chapter to consider her (with her permission, of course).
3. Make a list of your local media contacts. Remember to include television and radio stations as well as newspapers (large and small) and magazines on your list. To find the names and contact information for media in your community, visit www.mondotimes.com and search for your area under the "Find Media Worldwide" (choose USA or Canada) option located on the left side. Don't forget to send information to other communities close by, especially if residents tend to frequent your community to work, shop or worship.
4. Know who to send it to. Do some investigating before you mail (or email) your press release and find the name of the appropriate contact person. Because P.E.O. does so much for women's education, try to get your information into the hands of the editor who is responsible for writing or reporting about this topic. If there isn't anyone specifically covering education, look for a features editor or community news writer. Most of this information is available on each respective media's website; however, if you're not quite sure which department you should send the press release to, pick up the phone and call.
5. Follow up. The simple truth about media today is that there are fewer reporters who are covering more ground. That's why it's a good idea to send a press release, then follow up in a few days with a phone call to make sure the appropriate person received it and ask for questions.
6. Be persistent and consistent. Good PR people know that it takes frequency, consistency and relationships to keep your organization in the news. Developing good relationships with your local media will take time, so don't be discouraged. Continue to tell the story of what good work P.E.O. does for women around the world. Your efforts will be rewarded.
More information on securing publicity for your local chapter is in the "Media Kit: A Guide for Chapters," found in your president's supplies. Additional copies may be ordered online from the supply department.