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Making
a promotion plan requires answers to three basic questions:
- What
do you want to say?
- To whom
do you want to say it?
- What
do you want your audience to do as a result?
There
are many ways to promote a project. Having students brainstorm answers
to the three questions
above can help them decide which method
to use in getting the word out about their watershed project. As
a result of class discussion, students should pick one (or several)
of the following
methods to communicate the message to their target audience.
- Tell
people about the project. Also called word-of-mouth or one-on-one
communication, this method is cost-free, but the message may not
reach as many people as desired.
- Put information
in the local newspaper. This method reaches lots of people. Preparing
a Press Release explains how to prepare a message
for the newspaper. Newspapers publish press releases, articles,
and letters
to the editor at no charge. Advertisements generally require
payment. If the newspaper wants to write about the students’ project,
a reporter may make an appointment and interview the teacher
or the class.
Students should prepare answers to the who, what, when, where,
and why questions before the reporter comes. If a reporter will
be visiting the
school, tell the principal. The principal may wish to speak to
the reporter and will probably also want to approve in advance
any written information
to be given to the reporter.
- Remember
the school newspaper and school newsletters. If the project will last
several months, one of
the workgroups could write a
regular column to keep readers informed.
- Use the
school public announcement system. This method helps get the message
to the entire school.
- Put the
message on videotape. This can be an exciting project, but if lots
of people are to see your message, there
must be a plan
for showing it. Keep video messages short, and make sure they answer the who,
what,
when, where, and why questions. Think about what meetings
the intended audience might attend. For example, if your message is mainly
for parents,
perhaps the class could show the video at a PTA meeting.
-
Go on television or radio. Local stations usually want local news. Use
students’ telephone skills to make arrangements.
Be prepared with the answers to the who, what, when,
where, and why questions before a
television or radio interview. For television, take along
a good picture or some interesting objects related to
the project.
- Publish
information. See Writing
Publications to Promote a Project for some tips
on publishing articles, brochures, and other promotional
items.
- Post the
message. Many schools, offices, businesses, and stores have
bulletin boards. Make the message short, neat, and
attractive. Post it on bulletin boards that the intended audience is likely
to see. Use colors
and artwork that will make the message stand out.
Have students ask permission before posting anything and arrange to
remove notices
at an agreed upon
time.
- Use the
Internet. Most schools have a Web site. Post a page there with the
project information.
- Inform
people by direct mail. If there is a list of the names
and addresses of the people who need to receive the message,
send them a letter. See Writing
Business Letters for directions.
Whatever
communication methods the group decides to
use, remember that most people need to hear
something several
times before
they decide
to act. Get the word out several ways and several
times
so people will be
sure to hear the message.
Next: Obtaining
Project Recognition through Awards and Contests
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