When to use?
- When you have something really interesting to say.
- When you live in an area where you know the local paper, radio or
TV station will accept news items.
Benefits: The media is a great (and free) way to reach a larger audience.
Cautions: Know two key differences between this tool and advertising:
- You have no control over what the media says, shows or prints, no
matter what you send them in advance. With ads, you create them,
and they will appear exactly as you produced them.
- There’s no guarantee the media will promote your message. If a major
event happens the same day as your event, it could be overlooked.
Building relationships—the glue that holds your efforts together. Developing
basic skills in media relations is the key to dealing with the media.
- Know the media. Read the paper, watch the news, and visit the online
site BEFORE you send your story idea or a news release. Look up contact
information online before approaching them. Pick the right type of
reporter; for example, don’t send a news release about a community
fund-raiser to the business editor.
- Make it easy. Clearly print or type (double-spaced, on white paper,
leaving wide margins on top, bottom and sides) the specifics of the
activity or topic on an 8 1/2" x 11" sheet of paper. Check with the editorial
department to find out whether fax or e-mail releases are acceptable and
get the number or address. (Our templates already are designed this way
for you.)
- To the point. Outline the information: who, what, when, where, why
and how in the "lead," or beginning.
- No commitments. Don’t expect a journalist to make an immediate
commitment to write a story or cover an activity. Breaking news always
gets priority.
- Be realistic. Be excited about your activity, but don’t be disappointed if editors or reporters aren’t as excited.
They might not pick up on your story idea this time, but they might next time.
- No complaints. Don’t complain about minor inaccuracies. Ask for a correction when it makes an important
difference, such as the date, time or location.
- Approval. Never ask to see a story before it’s published. Journalists seldom agree to this. On occasion, a
reporter will seek clarification and may let you see your quotes before publication or broadcast to make sure
the facts are correct. Feel free to offer suggestions.
- Deadlines rule. When calling journalists, be aware of their basic deadlines so you don’t interrupt them.
Common Media Materials
View list of seven common media materials, their functions, and whom should get them.
After the event
If you do get mentioned, please obtain at least two copies of every newspaper clipping that mentions Thrivent
Financial for Lutherans and your activity or project.
- If you don’t have a chapter scrapbook, consider creating one and include one clip in it. The scrapbook
can be used to inform new members about the chapter and to inform new chapter leaders about
successful publicity methods.
- Send the other clip to the Media Relations staff at Thrivent Financial for Lutherans (see below). Include
the name of the newspaper, city, state and the date of publication.
Also note radio and TV mentions of Thrivent Financial. Include the name of the radio or TV station, city and
state of the station, and date and length of time the story was broadcast, and forward this information to
Media Relations.
Share your success story with us!
Thrivent magazine and Thrivent Financial also welcome news and photos about unique
and particularly successful chapter activities. Print and complete the Fraternal Communications Volunteers in
Action Information Release form found on the Forms page on the Volunteer Resources section of
Members/Chapters. (www.thrivent.com > Members/Chapters > Volunteer Resources > Forms.
 How to contact Media Relations
Media Relations
Thrivent Financial for Lutherans
625 Fourth Ave. S
Minneapolis, MN 55415
Phone: 800-THRIVENT, ext. 34272
E-mail: media@thrivent.com |
 Proceed with care: Consider confidentiality of recipients!
Recipients must complete a Permission to Disclose Information form, granting Thrivent Financial
permission to use, disclose and publish their name and other pertinent information for planning,
conducting, advertising and communicating the results of a fund-raising activity.
Access this form from the Forms page on thrivent.com (www.thrivent.com > Members/Chapters > Volunteer
Resources > Forms).
If the recipient is a qualified not-for-profit organization, the form does not require a signature, unless a
volunteer or employee’s name or likeness is published. |
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 The nuts and bolts:
Tips for writing news releases
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Use simple language. If you have to look up a word in the dictionary, don’t use it.
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Stick to the facts and avoid opinions, for example: "A good time is promised to all who attend."
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Give the day of the week and date of an event, as well as the time, using a.m. or p.m. The proper order is time, day, date: "The meeting is scheduled for 7 a.m., Thursday, Jan. 31."
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Mention how funds for any benevolent activity will be used.
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Say if the activity is open to the public and its cost.
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Include a phonetic pronunciation for hard-to-pronounce names and cities for the benefit of radio and TV reporters: "Steven Van Lieshout (van-LEE-shout) will be the speaker."
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State that the activity is being hosted by the [chapter name] of Thrivent Financial for Lutherans. |
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The nuts and bolts:
News release distribution tips
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News releases can be sent to newspapers, magazines, and radio and TV stations.
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Ask who is most appropriate to receive your news releases.
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Ask how they prefer to receive materials (mail, fax or e-mail).
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If using e-mail, copy and paste the information into the body of the e-mail, rather than sending an
attachment. This helps keep e-mail file sizes down.
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Ask about deadlines. When do they need information to get it in the appropriate issue or broadcast?
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Always contact the editorial/news department, not the advertising department.
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Make one follow-up call.
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Don‘t expect a response regarding when and if your information will be used. They will contact you if more information is needed.
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If you are contacted, respond quickly with the information requested. |
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