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Help NPW Make Headlines

Obtaining media coverage for NPW is one of the best ways to spread the word and raise awareness of the payroll profession.

There are several different Public Relations strategies you can use to promote National Payroll Week:

• Hosting special events for NPW
• Submitting newsletter articles about NPW
• Teaching classes in conjunction with NPW
• Sending press releases or media advisories about NPW events
• Submitting NPW-related articles for publication
• Writing letters to the editor highlighting NPW
• Sending public service announcements about NPW to your local radio stations

Each tactic has a targeted audience. Think about your audience before pursuing any of these strategies. The APA can provide a list of media in your specific area.

Capture Media Interest

Before contacting the media to pitch a story, you need to determine if your story is newsworthy. The media is always interested in human-interest stories, because they can use human interest stories in newscasts, articles, and columns. Topics of interest include:

• Receiving NPW proclamations
• Community service in conjunction with NPW
• Educating local students on paycheck basics through the Money Matters National Education Day program

After you consider your audience and select your topic, write a press release to alert the media. Ensure you have identified the correct contact for your story and send your release directly to that person. Follow-up with your contact through email or phone two or three days later. If your release catches the reporter’s attention and you are contacted for an interview, read through some sample Q & A’s and interviewing tips to know what to expect from the interviewer.

If you are hosting an event and would like a member of the media to attend, send a media advisory instead of a press release. Media advisories only cover the specifics of the event taking place. While you may not obtain a story from the event, photos may be published throughout different media outlets.

Build a Relationship

If you receive media coverage for your NPW activities, send a personal thank you note to the journalist who covered your story. Stay in touch with that journalist for possible future coverage.

If you don’t succeed the first time you pitch your story or event, don’t give up. Obtaining media coverage is often a matter of building relationships and catching a reporter’s attention at the right time. If you make it a point to keep in touch without being pushy, many journalists are more likely to give you a break and cover your story in the future.