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promotion Working with the Media--The'S' Words There are three words to remember when arranging media contact for an event or project: s Soon--because a lot of things start happening fast as an event draws near, and careful planning of print, radio and T V strategy takes time. The person who is going to "tell the story" must be involved from the beginning in the overall arrangements from the point of view of how they will be perceived by others. Research, background stories, photos and advance notice to aJl media can be prepared and ready to go long before deadline time, with updated press releases, action pictures and personal attention to media representatives at the event. Sensitive--because the selection of a person who is people-oriented is crucial for this job. S/he must be able to deal with her own people, guests and the press persuasively and with good humour. S/he needs a sense of which events and approach will move readers, listeners and viewers to endorse his/her organization's aims. S/he must nave honesty, the ability to present the case without shading the truth in favour of propaganda. Smart--because editors and radio/TV programmers have no time to deal with amateur efforts. There are rules to follow which will result in better coverage and thus more action by more people! The media contact person should not have other responsibilities within the organization. S/he needs time to know the rules and the media people, and to keep his/her contacts alive on a year-round basis. Eventually the views of the organization will be sought by the media when relevant news comes up. At this point it's just a matter of keeping clued in to the organization's agreed opinion on specific items, knowing about changes in news personnel and making sure they know where to reach the contact. Publicity Basics 1) Check your organization's policy on clearing copy with an executive member. 2) Find out how much your organization i prepared to spend on photos, postage, paper and other P.R. necessities. 4) Only a good camera, in the hands of a good photographer, will get you photos suitable for newspaper reproduction. 5) Keep a list of correctly spelled names (with two initials) of your organization's officers, and of politicians (with titles). This will save a lot of time when you're writing copy. 6) Leam the deadlines of daily and weekly papers, and the news times of the radio/TV stations. Check over a period of time to see which day of the week is likely to be light for news. Plan releases for that day, if possible. 7) Don't play favorites--release to every news oudet equally. The next article in the Arts Promotion series will provide tips on giving interviews and planning a media campaign. If you have any ideas as to areas you'd like to see covered in this series, please call 984-9537. u c a 11 o n The Joy of Teaching Adults by Barbara McBride When asked why he likes to teach adults, Fred Schaefer is quick to answer, "Because I leam so much from it!" A successful artist in his own right, Fred finds his teaching adds personal satisfaction to his career. "I like to see people express themselves in a medium that is strange to them. Once they leam about a new medium, they open the door to expressing themselves through it." explains Fred. In his classes at North Shore Continuing Education this past year, Fred has worked with watercolours, oils and acrylics. Observation is an important part of Fred's classes. He believes that one must observe before one can create. "When students become more aware of the world, they begin to see the world differently. The arbutus is not brown, but red. and the poplar is not green, but silver," says Fred. Originally from Holland and the Royal Academy of Art, Fred came to Canada 36 years ago and immediately became involved in adult education. In his classes this year he had three students who had attended his painting class in West Vancouver 35 years ago. He is proud of his students' successes. Several have entered their paintings in competitive shows and others have sold their works. His students keep coming back, with approximately 6 0 3 of his students returning each term. As Fred points out, "You can't do it just for 10 weeks and expect to paint or draw well. It takes time to develop your own style." In addition to in-class instruction, Fred often meets his students at gallery openings or special exhibits, where they discuss an and broaden their artistic horizons. Middle School. These popular classes enrolled over 500 students last year. Registration for the Fall term will begin August 23rd at the Lucas Centre, 2132 Hamilton Avenue in North Vancouver. For full details watch for The Joy of Learning brochure which will be delivered August 23rd or 24th or call North Shore Continuing Education at 986-8888. Barbara McBride is the Program Administrator at North Shore Continuing Education and an avid arts enthusiast. A Fellow Canadian Artist i F C A ) and Past President of the Federation of Canadian Artists, Fred paints local scenes in oils. : ol' s He i fine North Shore Continuing Education instructors who share his enthusiasm for teaching adults. Colin Hcmpsall. Martin Leibman. K a i Opre, Diane Kiernan and Irene Poskitt all teach successful classes ii drawing and painting. In September, they will be instructing 16 classes at the Lucas Centre, Carson Graham and Hillside 11 A m A c e » . July/Augu.1 1993