The power of positive publicity is undeniable. It is one of the most cost-effective ways you can market your center. Publicity generates understanding and good will, so can effectively emphasize the message you are trying to deliver through other methods of marketing. When used well, good publicity can make it easier for you to generate more inquiries and referrals.

Publicity is information with news value, issued through the media as a means of gaining attention, understanding, and support from a select audience of readers, listeners, or viewers. In a publicity article or broadcast, your message is delivered through the words of a newspaper, magazine, or internet news service reporter, radio or television assignment editor, or talk show host. That gives you third party endorsement. When the publicity is positive, it can help motivate those prospects to inquire, and that?s exactly what you want!

If you are a director or owner who wants a good return on the minimal time and budget you have to spend on marketing, publicity is a good marketing tool for you. With very little time and effort, you can generate a significant amount of good press for your center.

Media Relations

Develop a list of local publications and stations your prospects turn to for news and information. Start to pay attention to the reporters who might be interested in a story about early care and education. It may be a features editor, a reporter in the business section, a children?s section editor, etc. Call each media outlet to verify correct names, titles, addresses, telephone, fax and email. Ask the preferred method of contact. Ask about deadlines and any guidelines for submittal of newsworthy information.

Create Newsworthy Stories

Your chances of getting publicity are significantly increased if you provide the media with news or information that meets these three criteria:
• unique
• timely
• of interest to a broad segment of their readers, viewers, or listeners.

Ideas for newsworthy stories include philanthropic events (such as a clothing drive), accreditation, special events at your center, tips on what to look for in finding quality child care, announcement of a new director, staff member or program, parenting topics such as summer safety tips for kids.

Brainstorm with your staff on what might be newsworthy in your program, then categorize each topic by the editors and publications for which that information is most appropriate.

Press Release

The most common way for you to provide detailed information to media contacts is with a press release. Use standard press release format and double space it, making it no more than two pages. If you will be faxing or mailing your release through regular mail, print it out on 8-1/2? X 11? white paper.

List the most important points about your event or information at the beginning of the release, and list other points in descending order of importance. Think who, what, where, when, and why. Since reporters have license to edit what you give them for space, clarity, and story angle, this inverted pyramid style helps them quickly recognize what is least important and can be deleted.

Media Kit

A media kit is the package of materials you send to the media along with your press release. Your media kit can include:
• press release
• fact sheet (A brief piece that can be viewed quickly by the media to answer the questions who, what, when, where, why)
• photos applicable to the submitted information (Be sure you have permission from those in the photos to submit them for publication)
• background information on your center, child care home, or early care program - a company brochure is fine.
• your contact information.

Always include a brief cover letter with a strong first sentence that ?hooks? the editor into wanting to read more of your information. For example, What is sticky, gooey, and oh, so much fun? Mud Day at ABC Learning Dock, that?s what!

Depending on the media outlet?s preference, your media kit can be sent as email attachments or placed in a pocket folder and sent in the mail.

Once you have sent your media kit, make a follow-up call within a few days to make sure the information was received. Offer to provide any additional information the reporter might need.

When you receive good publicity, be sure to call or write the reporter to thank them. A few words of appreciation can go a long way toward their remembering you in your future attempts to generate publicity from their publication or station.

Getting positive press for your early care and education program is a way to make marketing easier and more effective. And the effort you spend doing so will help you generate new prospects and referrals for enrollment.

©The Julian Group, Inc, 2005, for Marketing Exchange.

Julie Wassom is president of The Julian Group, Inc., a training and consulting firm with a specialty in marketing and enrollment building in the early care and education industry. She is the author of The Enrollment Building Success Library, and the free monthly e-zine, Wassom's Child Care Marketing Wisdom. Reach Julie at 303-693-2306, julie@juliewassom.com, or www.juliewassom.com.

This article is reprinted from Julie's column on Child Care Exchange.com.