Types of
Media
January 2013
Introduction.
• The National Member Services
Committee has developed a series of
National Education Seminars to help our
Lodges run more effectively.
• A number of sessions are available
ranging from meeting management to
public relations.
• Just contact the National office for more
information (1-888-843-3557).
Topics of Discussion.
• Strengths & limitations of the different
media choices.
• Newspapers - who to contact and steps
to ensure your message is printed.
• Radio - who to contact and why.
• Television - How to get your message
televised.
• Outdoor Advertising, Speciality
Publications, Direct Mail, Brochures,
Flyers, and Posters.
What’s Best.
• Determining the best type of media is
sometimes very difficult.
• It depends on a number of factors, some
beyond our control.
• A chart of “Media Strengths &
Limitations” is available from the
National office, 1-888-843-3557. It lists
the advantages and limitations of each of
the different media types available.
Newspapers.
• There are dailies (competition for available
space is intense) and weeklies (smaller
budget, fewer reporters, less competition
for space).
• If possible build a relationship with the City
Editor (not Publishing Editor or any other
editor).
• Be timely with your story…..as it happens!
• Editors and reporters are busy people so
follow-up on any info you send them.
• Consider the “Letters to the Editor” page
as a way to get your message heard.
Radio.
• Purchasing air time is an option but radio
stations are very often receptive to
donating free time.
• Similar interaction as with newspapers.
Get to know the staff/management of
the radio station.
• Radio stations usually have a Station
Manager, News Director, Promotions
Director (looks after public service
announcements), and the Program
Director (person who ultimately decides
what does and doesn’t go on the air).
Television.
• Television production is expensive and stations
can be choosy about who or what they will
cover.
• Key contacts are the News Director, who
overseas the news staff and broadcasts, and
the Assignment Editor who assigns reporters to
stories.
• Reporters often develop stories or news items
on their own as well, try and establish a
contact.
• Take every opportunity to talk to the News
Director and Assignment Editor. Make sure you
have the right contact numbers and time
constraints.
More TV.
• Make sure to send your press release to
the station at least 10 days prior to the
event.
• If you contact a reporter directly make
sure the assignment editor receives a copy
of the release (they commonly get
lost!!!!).
• Send a second press release (add more
details) about a week before the event.
Again check to make sure it was received.
• Determine if a station has public affairs or
community programming that is available
to non-profits – explore the potential.
Using PSA’s for TV.
• Air time is limited – Competition is fierce
and donated air time is very hard to come
by – you may have to pay for it!
• Even a small investment hiring a local TV
station to produce (make) a PSA and
buying limited air time will elevate you
above the hundreds of other non-profits
asking for something FREE. You may even
get matching air time if you give them
some business.
• Don’t forget local cable TV companies –
usually small but often very flexible and
receptive . Contact the Public Affairs
Director.
Outdoor Advertising.
• Outdoor space is usually sold by two
methods
 the first is based upon a cost per unit
(example, cost of six billboards)
 The second is based on cost of doing
business. Determine how many people
you want to see your message and a
package will be developed to meet
your needs.
• “Visual” is key in all outdoor advertising –
eye-catching artwork along with a simple
message (no more than 10 words).
Types of Outdoor Advertising.
• Billboards & Superboards – Large display
units available in most communities.
Primary suppliers, Mediacom Inc. & Hood
Advertising.
• Street Level Outdoor (Pillar Ads) – Rearilluminated displays normally positioned
adjacent to high traffic streets in larger
centers.
• Transit Shelters – Located along high
traffic routes in centers with transit
service. Can cost as little as $150 for a
poster size ad.
Types of Outdoor Advertising
continued.
• Transit Advertising – Bus ads, both interior
and exterior. Cards on inside above windows
or exterior posters on sides and back. Can
also be a totally painted bus (usually
expensive).
• Mall Advertising – Available in most shopping
centers
• Wall Banners and Murals – Large size framed
vinyl sheets or hand painted murals on
outside of building walls.
• Electronic Message Boards – come in various
sizes displaying 10 to 15 second ads within 12
minute rotation, 24 hours a day.
(pixelboards).
Specialty Publications.
• Trade, professional, technical newsletters,
college, farm publications and other well
defined groups with common interests or
affiliations – may be receptive to the Elks if
approached correctly and if share a
common link.
• General circulation magazines (TIME,
MacLeans) – not generally very flexible
with accepting editorial.
• Magazines targeted to certain population
segments (Fishing, Cottage Life) may be
willing to include human interest stories or
advertising. Check out their target market
carefully to see if they fit with our
membership makeup.
Direct Mail.
• This is the stuff we get everyday in our
mailbox and with the newspaper!!
• Flyers, coupons, brochures are one of the
most cost effective marketing tools available.
• Mailing lists are available (for a price) which
can zero in on age, marital status, spending
habits and recreational pursuits, to name only
a few.
• The key to using direct mail is to have an
objective (a group of people you want to
contact specifically).
• If you can target a certain group that you feel
could be prospective members then direct
mail makes sense.
Brochures, Flyers, & Posters.
• A number of brochures, flyers, and
posters are available from the National
office (1-888-843-3557 – make sure to
check them out).
• They can be mailed, delivered door to
door and posted on bulletin boards in
libraries, supermarkets and other high
traffic locations.
• Make sure to include a local contact
name and number on your material.
Recap.
• Newspapers, Radio, and TV all have
benefits and drawbacks.
• A common process is to establish a
contact at the newspaper, radio station,
and TV station. The better you know
them the better chance you have of
getting your information covered.
• Outdoor Advertising, Specialty
Publications, Direct Mail, Brochures,
Flyers, & Posters all can be used
effectively in a marketing campaign, but
they all have benefits and limitations.
Putting it into Action.
• Study the Elks “Public Relations Handbook”
available from the National office.
Understand the differences between the
types of media available to your Lodge.
• Put together a marketing plan using the
media that best suits your need.
• Establish the costs (if any) for your plan
and apply for promotional funding from
the National Member Services Committee
(call 1-888-843-3557).
• Order the material needed from the
national office, make the local contacts
necessary and put your plan into action.