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Getting the word out to your local media is one of the best ways to ensure that arts patrons and the public know about the good work of Chorus America members across the country. Here are tips for getting your chorus activities and performances noticed.
First, it's important to understand what the public thinks about the arts—the choral arts in particular. Getting the word out to your local media is one of the best ways to ensure that arts patrons and the public know about the good work of Chorus America members across the country. Here are tips for getting your chorus activities and performances noticed.
First, it's important to understand what the public thinks about the arts—the choral arts in particular. In the spring of 2004, the Wallace Foundation undertook one of the most comprehensive public opinion projects ever in regards to determining public support for and community participation in the arts. The nationwide poll results contained a number of findings about the arts in general and, in particular, singing and choral groups.
The survey found that arts participation had many positive effects on most Americans, ranging from relaxation and sparking the imagination to making people feel good. The public also felt that their local arts community helped to make their locality more attractive, build community character, contribute to a sense of community pride, and bring their community together. In short, the arts are overwhelmingly appreciated, if underwhelmingly funded, throughout the country.
According to the poll, among all forms of arts participation, "singing in a group or choir" ranked third as a favorite form of artistic participation behind painting or drawing, and reading. Furthermore, when people were asked to recall artistic experiences they were exposed to as a child, "singing" was the most highly ranked.
These findings are consistent with Chorus America's Impact Study in 2003, which found that 28.3 million Americans regularly perform with a chorus, the highest participation of the performing arts; and that 69 percent of choral singers had their first exposure to choral singing in either elementary or middle school. (More detail on the Wallace Foundation survey is available at www.wallacefoundation.org; updated figures from our 2009 study are available here.)
So, as you approach your local media outlets, keep in mind that you are on firm ground when asking them to report on your group and its activities. The public overwhelmingly supports what you do—in fact, more than 18 percent of American households have one or more choral singers!
Before you make your approach, you also need to ask yourself the following:
Why do you want media coverage? Who is the target for your efforts? Who needs to be informed, persuaded, or mobilized? Are you seeking new audience members or are you trying to reach policymakers and public officials? Do you want to reach a particular segment of the public by age, gender, or community? Are you looking for foundation support and funding partners?
If you are clear about the outcomes you seek before you begin with your outreach efforts, you'll be better able to target your messages. Having clarity about the purpose or mission of your chorus will enable you to communicate more persuasively with media professionals.
The first step in a media strategy is to prepare strong, concise, written materials that describe who you are, what your organization does, and its goals. These materials do not need to be lengthy or detailed, but they should accurately describe your chorus, provide some background information (especially the group's history), and clearly state your goals. A consumer-friendly website can also be an important tool in providing additional information.
The second step is to establish a personal relationship with those few reporters who cover the arts (who in some cases also have broader responsibility for covering entertainment, media, and even sports!). The list of reporters can easily be obtained by contacting your local newspaper, radio, and television stations.
Start your outreach by contacting newspapers. Send a brief letter or email to a reporter who covers arts issues explaining what your chorus does and who you are. Ask to set up a meeting to talk informally to the reporter about your chorus and its goals and discuss in more detail your group's activities. The objective of the initial meeting is to get your chorus on the list of arts contacts newspaper reporters keep in their files for future use. This will help when you send follow-up notices about performances or other activities.
Make sure to follow up with phone calls and emails when your chorus is presenting a concert or an important activity. Repeat the same strategy when approaching radio and television stations that cover the local arts community—look for opportunities to feature your chorus on local programs on radio, television, and cable that discuss community issues.
When considering which of your activities might be the best targets for coverage, keep in mind that storytelling is a key part of any media appeal. Most newspapers, radio stations, and television outlets focus on an individual or a group of individuals who represent the news being presented to the public. When initially establishing relationships with the media, let them know that there are many interesting stories about your organization and the people in your chorus community—singers, conductor, board members, staff, funders, and audience—that could make compelling personal stories. This helps the reporter think about ways in which they might cover your group. Education and outreach programs and collaborations involving students at local schools often provide perfect openings for stories with a personal touch.
Although any volunteer or chorus staff member can be designated to establish media relationships, you should also consider members of your board of directors with media experience or contacts. Other possible resources include: nearby colleges and universities—some have communications and intern programs that could benefit your effort; and local public relations agencies—some may be willing to provide pro-bono assistance.
The media can be a powerful megaphone for reaching the public and specific audiences with important news about your chorus. The increased exposure can yield many benefits, both in meeting short-term goals and in bolstering long-term aspirations. But the benefits are not without a cost. "Earned media" through personal relationships takes a dedicated effort—be prepared to expend it over a prolonged period of time. The good news is that local activists across the country and in your community approach the media everyday using the techniques outlined above and are successful in getting attention. You can too!
This article is adapted from The Voice, Winter 2006/07.
