Election 2008 Planning BenchmarksBy Holly MinchUse the following list of key dates to plan your election-year efforts. This list highlights national deadlines around the presidential races, but don’t forget the local equivalents for Governor, Mayor, City Council and other important decision makers. October

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A press advisory is designed to attract media to attend an
event, most often a press conference. The details in a press advisory should
persuade the reporter to attend the event.
1. The Basics  The
press advisory should explain what the event is about, where the event will be

Many communication efforts fail because they target everyone. In reality, most outreach should target a specific group of people. Make sure you can define the allies you need so that you can focus your message, resources and strategy where it counts.
1. Name your “Wish List”

The letters section of newspapers and magazines is one of the most-read sections of the publications. The high readership offers you and your organization a cost-effective solution to spread your message and to reach your target audiences.
1. Outlet Policies

When your cause fails to find a supporting voice from your paper‘€™s editorial page, or if the editors have taken to denouncing your cause, establishing your message and explaining the worthiness of your mission can be done by getting an Op-Ed published. A direct way to combat the message when your side of the story fails to be told is by defending your cause in an Op-Ed.

Several factors should help you determine what media event is most appropriate. Press breakfasts or luncheons are more appropriate for non-breaking news, whereas a press conference may be more suitable for breaking and urgent news. You should also consider your financial and human resource constraints when deciding the details of a press event.

A press release should be used to alert the media of breaking news from a press briefing, the publication of a new report, or any newsworthy event that you care to share with the media and public. Press releases can be used to summarize stories from journal publications or as background information for other events.

The following are tips on pitching a story or event to a reporter. Some of these tips are also relevant to maintaining a decent working relationship with reporters.

Many communication efforts fail because they target everyone. In reality, most outreach should target a specific group of people. Make sure you can define the allies you need so that you can focus message, resources and strategy where it counts.
1. Name your “Wish List”