Celebrating the Centennial of the Social Work Profession

A once in a life time opportunity!

Contacting the Media

If your organization has a public relations department, ask them to promote the Social Work Centennial. But even a small agency without a public affairs staff can get good media publicity for itself and the social work profession. Here’s how to do it.

1. Choose one or several members of your NASW chapter to be responsible for publicity. Have local spokespersons (members or chapter staff) available for radio, TV and newspaper interviews. If you are not a member of NASW at this time, but want to participate in Centennial activities, just contact the NASW Chapter office in your state and/or the nearest social work education program for information on local activities.

2. Assemble two separate mailing lists: an advance list that includes calendar editors and public service directors (who have deadlines ranging from 3-6 weeks before an event), and a news list that includes reporters and assignment editors for coverage during and after your event.

3. Send an event press release (adopt as appropriate, and be sure to include the name and phone of a contact person) and a PSA to your advance list. Call local cable TV stations to ask about listing your events on their community bulletin board.

4. Write a brief letter-to-the-editor (this is especially useful for community newspapers). Use the Centennial Talking Points or sample letter-to-the-editor to help you.

5. Make follow-up calls to your advance list to make sure they’ve received your press release and PSA. Encourage them to use it. Offer to fax or mail another copy if they’ve misplaced the first one.

6. Mail your press releases to your news list --- those city editors, assignment editors, feature editors and reporters you think might write a story about your event. Remember to use the alternative media. Send your release to church bulletins, company newsletters (of major area employers), community events calendars and special interest publications (ethnic, feminist or gay/lesbian publications). Also check out high school and college papers. They are good outlets for your story and they usually need good story ideas.

7. Make follow-up calls to your news list to remind them about your event. Ask if they are sending someone to cover it. If so, ask if they need any special arrangements. If not, try to persuade them one last time.

8. Repeat steps #6 and #7 as a last minute reminder about your event. When you call, ask again if they’re sending someone to cover it.