Developing media interest in park and recreation issues.

In 1994, through support from the National Recreation Foundation, NRPA began building awareness and support for its programs and mission via a national media relations program coordinated by L.C. Williams & Associates (LCWA), a Chicago-based public relations firm.

At the heart of NRPA's national program is a key message aimed through the media to policymakers and taxpayers: park and recreation services and programs provide cost-effective solutions for some of today's most pressing social problems. Member organizations of NRPA can adapt LCWA's strategies to attract media attention at the local level. Each quarter, this column will offer tips on how to do just that.

The foundation of many public relations programs is media relations - meaning anything from coordinating a press conference or sending a press release to simply answering a phone call from a reporter. Effective media relations for park and recreation organizations begins with determining which programs, services, special events, or other initiatives could or should be of interest to reporters and their readers.

The information must be timely - an event, announcement, or issue that people want to know about. For instance, the national debate about federal crime legislation and rising juvenile crime is an opportunity for NRPA to champion at-risk-youth issues. Last October, NRPA released the NRF-funded study "Beyond Fun and Games: Emerging Roles of Public Recreation" as a timely news "hook" to bring NRPA and its members to the attention of national media. By providing media with the study and supporting materials, NRPA was able to make inroads with such key national media as ABC, CBS, NBC, and public television and radio networks, as well such major regional media as the Chicago Tribune and the Denver Post.

In 1995, NRPA and LCWA continue to develop national media's interest in recreation, at-risk youth, crime prevention and other social issues. Local organizations may want to capitalize on these national efforts with their own social issues. Local organizations also may want to capitalize on these national efforts with their own local media relations programs. For starters, "July is Recreation and Park Month," and this is an excellent opportunity to talk about all aspects of parks and recreation - from programming social services.

Here are some tips for getting started:

1. Create up-to-date lists of editors and reporters at key local media who cover parks, recreation, and the issue your programs address - at-risk youth, drug abuse, education, care for elderly, etc.

2. During April and May, familiarize local media with your organization. Send a packet of background information with a news release(s) announcing summer programs. Includes an introductory cover letter explaining the cost-effective benefits your organization offers and the result you've helped achieve, and close with your name and phone number.

3. During June, keep media updated on your organization's plans for celebrating "July is Parks and Recreation Month." Determine which events are priorities for media invitations, press releases, media alerts, etc. Some activities may warrant personalized invitations to specific reporters, especially if a prominent community leader will be present.

4. Like many NRPA members, your organization may offer celebratory events of interest to the general public and to the media. Continue to send the media information about your upcoming events. Consider hosting an open house during which reporters can see first-hand the benefits of your services and programs, as well as meet your staff.

5. Contact NRPA or LCWA with the name of your publicity/marketing person to receive sample releases or other information for communicating with the media. If you need a copy of the "Beyond Fun and Games" study, contact Jonathan Howard at the NRPA Publications Center.

Future "Communications Ideas" columns will offer additional tips for NRPA member organizations on developing materials for the media, establishing relationships with key reporters and editors, and other elements of media relations. Also, NRPA members soon will be hearing about a new media relations workshop to be offered during the National Congress in San Antonio, Texas, in October. Working together, NRPA and LCWA can enlist more media in an effort to shape policymakers' and taxpayers' perceptions of parks and recreation.

Again, please contact us if you or your media person would like to be on our communication mailing list. You can do this by simply faxing your name, title, and address to either: 703/671-6772 (attn: Mike Corwin) or 312/565-1770 (attn: Anne Vogel).