MEDIA PLAN FOR TV PUBLICITY FOP GREAT SMOKY MOUNTAIN CLUSTER

 NOW

1. Need spokesperson: Wally Sommerfelt - primary, Others????
   
   
2. Need to order AKC Public Service Videos
   
   
3. Get names and addresses and contacts for all local TV stations
   
   
4. Use your Kennel Club’s stationary (with club logo) to design a cover letter.   Letter to include: Your club’s purpose, How your non-profit organization gives back to the community, Why the station should cover your event Include name, address, phone, and email of designated contact
    
5. Write press release (with all details of the show)

THREE WEEKS BEFORE SHOW  10/11/2010

Send out press release to all local TV stations (include community service stations)

• Include press release and one of the PSA videos
• gmail calendar reminder set 10/11/2010

TWO WEEKS BEFORE SHOW  10/18/2010

1. Deliver “Publicity Package” in person or by mail. Call in advance to let the station know the package is coming. It helps if you’re on a first name basis with a specific person.  Use a large envelope...

2.  On the outside:

Name of event
Dates of event
Attention to:
Contents
Return address

3. Inside include:

Cover Letter
Press Release
PSA Video
Self addressed stamped envelope for return of video
Make a follow-up phone call to make sure package was received and ask if the station is interested in interviewing your spokesperson 

Try to line up appearances with stations and club members. Shoot for lining up interviews:

• one week prior with 12 different breeds represented

• another two days prior

• two live from the show grounds.

ONE WEEK BEFORE SHOW  10/25/2010

1. Make appointments and finalize appearances

2. At each appearance be sure to:

• Show various breeds of dogs

• Talk about events at show

• Discuss judging process (what judge looks for, etc)

• Explain that shows are a good place to talk to breeders

• Spectators can see event demonstrations

• Mention vendors and merchandise available

• For large shows: Emphasize how it helps the local economy

3. Ask segment producer if he/she can provide a copy of the segment on VHS (most stations work with beta tapes which can only be viewed with special equipment), if not, ask a family or club member tape the segment when it airs

AFTER THE SHOW

1. Call stations to thank them for media coverage

2. Pick up videos if not mailed back (to use again next year!)