CAAA
PUBLIC RELATIONS GUIDE
This web page has been created to assist CAAA Executive members, Regional Coordinators and members with respect to public relations activities in support of CAAA activities.
PR toolbox:
There are various PR tools that you can use to communicate information to the media and general public, these include:
News release:
A fundamental PR tool, the news release is the primary initial means of communication with the widest media audience about an event or issue.
News Release
lesson :
CAAA news release format
News release
example:
2004 CAAA Convention (draft:04/01)
Media Advisory:
A media advisory is used to alert a wide media audience to upcoming newsworthy events. It does not require the same level of information as a news release as it typically is focused upon announcing an event that does not require detailed amplification. For example, a media advisory may be used to announce a media availability such as special media access to an event that does not require transmission to the general public.
Example:
CAAA Media Advisory format
Backgrounder: A backgrounder is a PR tool used to provide supporting detailed information on an issue to the media in conjunction with a news release or media coverage on specific issues. For example, a backgrounder could provide greater detail on the "Belt of Orion" award in support of a CAAA news release.
Examples:
CAAA Backgrounder
Public Service Announcement:
A PSA is used to advertize an upcoming event. Although it shares common attributes of any advertizement it differs from advertizing as it is not paid for. PSAs are carried by the media as a community service under CRTC regulations provided that certain conditions are met in terms of brevity, content, public interest. PSAs are by nature very brief in terms of available time when used. Radio PSAs are typically no longer than 30 secs (aprox.70 words) and often much shorter 10 - 20 secs (25 - 50 words). PSAs must therefore be brief, concise and still try to capture the audience's interest.
Example:
Media story:
Public interest in an event can be generated by media coverage as a result of a story on your organization and its activities. News releases may generate a story as the media delves into greater detail concerning your event/issue. Media stories can also result from journalists looking for stories in subject areas of interest such as art columnists covering aviation art as a niche area of interest or in support of related issues such as a story on aviation art in support of a larger story such as a major aviation milestone. In either case, the media story is another opportunity for PR support. The stories may be a feature story that has aviation art as a focus (e.g. Aviator magazine special edition on CAAA/ Westjet article on CAAA) or a news story that has the CAAA mentioned (e.g. recent coverage of Artflight 2007 in Aviator Magazine).
Media interviews:
Media interviews are opportunities to communicate CAAA key messages to the public while highlighting the work of the CAAA and its individual members (e.g. SHAW Cable TV coverage of CAAA during Kelowna art display several years ago). The important thing to remember about media interviews is to have your main message(s) - the key thing(s) you want to communicate woven into the context of your answers - i.e. "the CAAA is dedicated to helping bring our aviation history alive for Canadians through artwork" etc.
Internet:
The "New Media" is a term that refers to the growing convergence of Mass Media into a new form incorporating the communications revolution brought about by the introduction of the world wide web with its unprecedented and continually growing ability to transmit detailed information in various formats to an essentially unlimited audience. The Internet offers a direct means of access to this audience through a visual medium especially suited to an art organization. In this respect, it presents the CAAA with an outstanding opportunity to reach out to a very large audience through the CAAA and related web sites such as this one.
Advertising:
Finally, paid advertising is another PR tool available. While restricted by a limited budget, there may be occasions where limited advertising is cost-effective and worthy of consideration in support of CAAA events such as local/regional displays. Another option in this respect is sponsorship or partnering with other interested organizations such as air museums in order to obtain advertising for events. The partnering option is especially useful and CAAA event organizers may consider approaching PR opportunities from a partnership perspective with other organizations. For example, an air museum providing the venue for an art exhibit may be amenable to a joint PR approach and may assist in the dissemination of CAAA PR products and in the staging of media events.
CAAA PR Policy:
Coordination of a truly national PR campaign in support of CAAA goals is difficult and complicated by limitations on resources. While overall CAAA PR activities must be broadly remain at the national level for planning and coordination purposes, the opportunity for PR activities at the regional level should be seized upon to provide support to CAAA activities at that level. This guide is designed to assist that process. The examples and formats provided can be used to produce event specific PR products at the regional level. In order to maintain overall PR coordination I would ask that regionally produced PR products be forwarded to me prior to their dissemination so that a central archive can be maintained and so that I can be made aware of the PR activities being conducted regionally. In addition, forwarded PR products will be reviewed as part of the process of providing PR advice to the CAAA Executive through the CAAA PR Committee. I am of course available for advice and guidance as required. Good luck in your endeavours in supporting the CAAA through your PR activities.
Paul Seguna
Chairman
CAAA PR Committee
Tel: 250-558-5503
e-mail: pseguna@shaw.ca