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Types of Publicity

by J. Alden Briggs Jr. and Jana Duffy

Publicity can range from a message conveyed across the backyard fence to sky-writing in letters a mile high. But let's consider standard outlets:

Newspaper - The basic medium for conveying a message to the general public is the daily or weekly newspaper. We will make a closer study of their operation, and the preparation of news releases, later.

Magazines - Another form of the print medium, but secondary in importance for the community booster club except where special circumstances apply.

Radio and Television - These are extremely effective media for communications. An "in-depth" account of your club's activity can be especially useful on radio or TV, and we'll discuss how to set that up.

Displays - Here is a very effective and often overlooked source of publicity. You can promote a "Booster Club Week" and, as a part of the program, obtain from a merchant (or merchants) the use of a showcase window to tell your story. Sporting goods stores are naturals for this. And don't forget the county fair booth and church bazaars. You might consider appointing a special committee just to work on displays. Most malls welcome community groups to set displays.

Posters - Showcard posters for shop windows and public bulletin boards have some effectiveness for promoting special events. In a world filled with advertising billboards and neon signs, however, posters seem to have lost much of their power except in smaller, tightly-knit communities.

Direct Mail - Here is the sure-fire way of getting your full story told in a one-on-one situation. Preparation and distribution of the message can be somewhat costly, but it's worth it if the message is written well and designed to catch attention. The cost of mailing can also be lightened if student volunteers can be recruited to distribute flyers to neighbors. <

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About the Author:

This article is from the book "The Official Soccer Fundraiser's Guide" by J. Alden Briggs Jr. and Jana Duffy, a publication of the Soccer Industry Council of America and the Booster Clubs of America, and is reprinted with permission.

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