Raising Your Profile: A Public Relations Workshop for Chapter and Council PR Chairs

Andrea Sanchez, George Deutsch, Laurie Steiner and Sonal Mehta

2009 Chapter and Council Leader Workshops

There are four dates and locations to choose from: Southeastern Area, Boca Raton, Fla., Feb. 6-7 Central Area, Indianapolis, Ind., March 6-7 Western Area, Vancouver, BC, Canada, April 3-4 Northeastern Area, Philadelphia, May

Feb. 23-25, 2009 THE U.S. GRANT HotelSan Diego, Calif., USA

Best Practices Forum, Monday, Feb. 23, 2009 Sustainability Summit, Tuesday, Feb. 24, 2009 Management Summit, Wednesday, Feb. 25, 2009

IFMA Press Releases

Chapter publicity chairs/vice presidents receive all IFMA newsflashes/press releases

Did I really write that??

Clips taken from The Tonight Show with Jay Leno.

Andrea Sanchez, Director of Communications, Editor-in-Chief, Facility Management Journal

George Deutsch, Senior Public Relations Specialist

Laurie Steiner, Senior Associate Editor, Facility Management Journal

Sonal Mehta, New Media and Social Networking Specialist

Public Relations

Common PR Questions

What is public relations?

Public relations is a management function that identifies, establishes and maintains mutually-beneficial, information-sharing relationships between an organization and the people on whom its success or failure depends.

In lay terms, it is an ongoing discussion between an organization and people who want to learn more about that organization.

Who is your audience? Your audience is the group of people in the general

public who would be interested in your news item, and even those people who you would like to take greater interest in your organization. The primary audiences for local IFMA chapters may be (but are not limited to):Current members,Prospective members,Local media andOther local organizations.

What is publicity? Publicity, a part of the central foundation of public

relations, is information from an outside source used by the news media based on its news value. It is an uncontrolled (unpaid) method of placing messages in mass media.

Publicity primarily is seen in broadcast (television or radio), print or Web-based media.

Examples of publicity include an announcement of a large increase in membership, the results of a fundraising campaign, an event announcement, survey results or any media item that describes your organization and its contributions to the communities it serves.

What is the difference between public relations and marketing?

Marketing is specifically concerned with an organization’s relationship with its customers. It identifies ways to satisfy customer needs and wants.

Public relations, on the other hand, deals with a broader range of people involved with or affected by an organization.

What is the difference between publicity and advertising?

Whereas publicity is free and uncontrolled, advertising content, placement and timing are controlled by the sponsor who pays for the time or space in the media. Publicity and advertising are used in public relations programs as alternative methods of placing messages in the media.

Press Release Writing:The Inverted Pyramid

Intro/LeadAim to answer as many of the five Ws (who, what, when, where,

why) as possible in your first sentence or paragraph.

SourcesMake sure to answer the question: “How do I know that the

information is accurate?” This provides credibility.

EssentialsThis includes why the story is significant — the

perspective. Answer the questions:“So what?” or “How?”

QuotesGive the release life.

Add quotes.

Anything else? What’s missing?

Wrap Up

The inverted pyramid provides a visual illustration

of what information should be included within a press release and the best way to arrange and present

that information.

Your Chapter or Council PR File Statistics about IFMA, your chapter/council, facility management,

etc. (use www.ifma.org as a resource); Articles on facility management written by chapter/council members; High-resolution digital images 300 dpi or better of chapter/council

events, officers, etc.; A log of radio, television and speaking engagements carried out by

your chapter or council members (media clipping); List of possible PR relationships with other organizations; Brochures and other collateral; Google alert coverage; Publicity calendar (what will happen, when and why); A listing of press releases, media advisories and other news on your

chapter or council Web site; and Media list and editorial calendars.

Dos and Don’ts

Do … Admit when you don’t know the answer — then go find it! Be “low-key” rather than “hard-sell.” Nobody likes pushy

people. Seek only tasteful, positive publicity. Don’t air chapter/council

dirty laundry or link to inappropriate social media pages. Always be aware of what you’re saying to a reporter. Assume

everything is on the record. Prepare and keep current lists of all media people who you

deal with at your local papers/news stations. Direct all materials to the proper person. Don’t talk to a

journalist uninformed. Know media deadlines and provide material accordingly.

Being late will make them not want to use you as a source.

Don’t … Lie to the media. No embellishment, guessing or hearsay. Say anything to a media person “off the record.” Even savvy PR

professionals make mistakes this way. Pressure the media by inventing reasons to call or calling too

frequently. If you annoy them, they will ignore IFMA. Insist on name identification in a story regardless of context. It’s not

about you, it’s about IFMA, the profession, your chapter/council, etc. Schedule press conferences, except in unusual circumstances, and

even then we recommend conferring with the communications department at IFMA headquarters.– You should be 100 percent sure that what you’re doing is press worthy,

timely and interesting. Nothing is more embarassing than a press conference that no one shows up for.

Formatting a Press Release1. Use a standard, easy-to-read typeface, such as Arial or Times New

Roman, preferably in 10 or 12 point font.2. Type on one side only of letter-size (8 1/2” x 11”) paper or IFMA

letterhead (first page only, IFMA headquarters can provide letterhead if necessary).

3. Single space paragraphs with double spacing between paragraphs.4. Leave ample margins on all sides.5. Include a date, contact name, organization name and phone number on

top of the first page.6. Start the release with a dateline, which contains the city and state from

which it originates. (Example: AUSTIN, Texas — The Austin Chapter of…) Note that the city is listed in all caps and the state is not. (Refer to the “AP Stylebook” for exceptions to this rule.)

7. Include “# # #” at the bottom of the last page to indicate the end of the release.

8. Please note: All IFMA press releases should contain the following paragraph — or something similar — updated to reflect your chapter or council’s profile:

The __________ Chapter (or Council) of IFMA is the local entity of the world’s largest and most widely recognized international association for professional facility managers, supporting more than 19,500 members in 60 countries. Formed in __________, the __________ Chapter (or Council) of IFMA has __________ members, managing __________ square feet of property. The __________ Chapter (or Council) of IFMA provides educational and networking programs for facility managers in the __________ area. For more information, please visit __________ (insert Web site here).

This paragraph should appear at the end of the release, before “# # #.”

Guidelines for Writing a Press Release

Keep it simple. The most important part is always the lead sentence. Avoid jargon or industry-specific buzzwords which may be unfamiliar to lay people.

Never assume a reader will understand an uncommon term. Always spell out “International Facility Management Association” on first usage. IFMA

may be used on any other usages in the same release. (**Note: Make sure to say Facility instead of Facilities.)

Be brief. One to one-and-a-half pages are good press release lengths. Get to the point. Never make a reader search for the meaning of your release. The

most important facts should always be in the first paragraph, preferably in the first sentence.

Cut out unnecessary, needless, superfluous words that go on and on for days. Really, cut them out. ;)

Be objective. Stick to the facts. There should be no opinion expressed in a press release except in a direct quotation.

Always attribute quotes to the proper speaker and include their title and affiliations.

After you complete a press release, ask yourself the following questions:

(Refer back to the inverted pyramid.)

1. Are my objectives clear in this release?2. Is the lead direct?3. Have the essential questions — who, what, where, when, why and

how — been answered in the first few paragraphs?4. Are sentences short and concise? Is the wording clear and concrete?5. Has AP style been followed throughout the release?6. Are spelling and punctuation correct?7. Have all facts been double-checked for accuracy? Triple-checked?8. Does the release appear neat and professional? 9. Does the release include a dateline and today’s date? Is a point of

contact listed? Make sure to include names, telephone numbers and e-mails.

Examples of Press Releases

May 5, 2008

FOR IMMEDIATE RELEASE

Contact: George Deutsch713-623-4362communications@ifma.org

California Sustainability Workshop Offers Strategies for Going Green

HOUSTON — (May 5, 2008) — Today’s facility professionals are under increasing pressure to “go green.” From governmental regulation to corporate social responsibility, the challenges posed by today’s green initiatives require facility operations teams to have the latest tools and strategies to implement sustainable business operations in their organizations. Addressing these challenges is California Sustainability Mayday 2008, a two-day workshop featuring some of the nation’s most renowned public- and private-sector facility experts analyzing the latest in sustainability trends and best practices.

Presented by the Sacramento Valley Chapter of the International Facility Management Association — in conjunction with the State of California and the Northern California chapters of IFMA, the U.S. Green Building Council and the International Interior Design Association — California Sustainability Mayday 2008 will help attendees learn how they can improve workplace productivity and reduce their organization’s environmental impact — all while increasing performance and profit.

Held May 13-14, 2008, at the Hyatt Regency Hotel in Sacramento, Calif., the workshop will feature seven presentations from top government and industry representatives from across the country. Workshop presenters will include Rosario Marin, secretary of California’s State and Consumer Services Agency and former treasurer of the United States; Stephen Ballesty, past chairman of the Facility Management Association of Australia and IFMA Foundation trustee; Panama Bartholomy, advisor to the chairman of the California Energy Commission; George Denise, CFM, CPM, FMA, RPA and general manager for facilities at Cushman & Wakefield; and Christopher Hodges, CFM, PE, LEED® AP, RRC, founding principal of Facility Engineering Associates and member of the IFMA board of directors.

“California needs affordable, technologically-advanced and energy-efficient workplaces to meet the needs of its citizens and businesses,” said Marin. “I am excited to know that industry leaders recognize the need to green our state and are taking action. This event is one more way to harness innovation and exchange ideas to continue the great progress our state has made.”

California Sustainability Mayday 2008 will begin at 6 p.m. on Tuesday, May 13, with an evening reception and “Shades of Green” — a framework for sustainable facility management covering the triple bottom line, what to do when deciding to go green and a case study of one facility’s journey to LEED-EB Platinum status. The workshop will continue on Wednesday, May 14, with a full-day program of speaker presentations from 8:30 a.m. to 5 p.m. Food and beverages will be provided both days. All proceeds from the event will benefit the IFMA Foundation and will be used to further education, scholarships and research initiatives supporting the built environment.

To learn more about California Sustainability Mayday 2008, or to register for the event, visit www.californiamayday.com. Members of IFMA, USGBC, IIDA and government employees are eligible for a discount, and student scholarships are also available. Members of the media are invited to attend at no cost.

IFMA is the world’s largest and most widely recognized international association for professional facility managers, supporting more than 19,000 members in 60 countries. The association’s members, represented in 125 chapters and 15 councils worldwide, manage more than 37 billion square feet of property and annually purchase more than US$100 billion in products and services. Formed in 1980, IFMA certifies facility managers, conducts research, provides educational programs, recognizes facility management certificate programs and produces World Workplace, the world’s largest facility management conference and exposition. For more information, visit www.ifma.org.

# # #

Nov. 7, 2007

FOR IMMEDIATE RELEASE

Contact: Andrea SanchezGeorge Deutsch713-623-4362communications@ifma.org

IFMA, IREM and BOMA Partner to Help California Fire Victims

HOUSTON — (Nov. 7, 2007) — The Orange County Chapter of the International Facility Management Association has partnered with the Orange County Chapter of the Institute of Real Estate Management and the Orange County and Greater Los Angeles Chapters of the Building Owners and Managers Association to accept non-monetary donations on behalf of the communities affected by the recent Southern California wildfires.

“We’ve been working diligently to establish relationships with other associations to expand our outreach and our resources,” said Orange County Chapter of IFMA President Diane Coles. “We knew that collaboration was key, because together our efforts will have a far greater impact.”

Currently being accepted are donations of non-perishable food items such as canned goods, pasta and bottled water; grocery gift certificates; gas cards; personal items such as shampoo, soap and diapers; and clothing.

All donations will be taken to local relief organizations such as the American Red Cross, Goodwill, Second Harvest Food Bank and the Orange County Rescue Mission. These organizations will distribute the items to fire victims throughout the Southern California area.

Those interested in helping the Southern California fire victims can send their non-monetary donations to:

BOMA IREM IFMA (So Cal Fire Relief)1405 Warner AvenueTustin, CA, 92780

To learn more about the Orange County Chapter of IFMA’s disaster relief efforts, visit www.ifmaoc.org.

IFMA is the world’s largest and most widely recognized international association for professional facility managers, supporting more than 19,000 members in 60 countries. The association’s members, represented in 125 chapters and 15 councils worldwide, manage more than 37 billion square feet of property and annually purchase more than $100 billion in products and services. Formed in 1980, IFMA certifies facility managers, conducts research, provides educational programs, recognizes facility management degree and certificate programs and produces World Workplace, the world’s largest facility management conference and exposition. For more information, visit www.ifma.org.

# # #

Media AdvisoryCalendar Announcement

Who is hosting? Who can attend? What is it? When is it? Where is it? Who can I talk to for more

information? How much does it cost?

Example of Media Advisory

July 19, 2007

MEDIA ADVISORY

Contact: Andrea Sanchez713-623-4362communications@ifma.org

Orange County Chapter of IFMA Participates in the U.S. Green Building Council’s LEED® for Commercial Interiors Workshop

Who: Founded in 1985, the Orange County Chapter of the International Facility Management Association (IFMA) has approximately 300 members and is one of the largest in IFMA. It spots trends, conducts research, provides educational programs and assists corporate and organizational facility managers in developing strategies to manage human, facility and real estate resources.

What: The IFMA Orange County Chapter attends the LEED for Commercial Interiors Technical Review Workshop hosted by the U.S. Green Building Council (USGBC). The workshop provides attendees with the information needed to enhance project performance, achieve certification and prepare for the

LEED Professional Accreditation Exam.

Industry professionals have the opportunity to increase their understanding of the LEED for Commercial Interiors Rating System and green building strategies, benefits and resources.

IFMA members who attend the workshop will have the opportunity to earn seven Certified Facility Manager (CFM) points. Register online at www.usgbc.org/workshops/register.

Why: The USGBC’s LEED for Commercial Interiors Green Building Rating System gives the power to make green interiors choices to tenants and designers, who do not always have control over whole building operations. Attendees will learn how to successfully develop a high-performance interior that is a

healthier place to work, is less costly to operate and maintain, and reduces the environmental footprint.

When: Saturday, July 21, 20078:30 a.m. – 5 p.m.

Where: LPA, Inc.5161 California Ave.Suite 100Irvine, CA 92617

Contact: For more information contact workshop@usgbc.org or call 202.742.3820.

IFMA is the largest and most widely recognized professional association for facility management, supporting more than 18,500 members. The Association’s members are represented in 125 chapters and 15 councils in 60 countries worldwide. Globally, IFMA certifies facility managers, conducts research, provides educational programs, recognizes facility management degree and certificate programs, and produces World Workplace, the largest facility management-related conference and exposition. For more information, visit www.ifma.org.

# # #

Newsletters

Why should your chapter have a newsletter?

A well-written newsletter could be your chapter’s or council’s most effective public relations tool. Every member on your mailing list will receive your chapter or council newsletter. If you, for example, have a problem with inactive members, a newsletter will keep them informed of upcoming meetings, special events and educational opportunities that may be of interest to them.

A newsletter is also an excellent way to communicate with new and potential members. An effective newsletter will not only tell new members about your chapter and its events, but will also motivate them to attend. The newsletter can also potentially assist in attracting new members. Encourage current members to share it with co-workers who might be interested in IFMA. Reading about your chapter or council’s educational activities may be the push they need to join.

Guidelines for Newsletter Copy

Event information/calendar Membership information Feature stories/case studies President’s column Job bank Visual appeal Photos Table of Contents

Social Media

What is Social Media? Wikipedia: Social media are primarily Internet-based tools for

sharing and discussing information among human beings. Integrates technology, social interaction, and the construction of

words, pictures, videos and audio. Varied perspectives Audience/member participation “Building" of networks or communities, as people share stories and

experiences

Benefits of Social Media Affordable in comparison to most outlets Easily accessible to almost anyone Great way to reach out to young professionals Global reach Audience/member contribution, input and feedback Several types of media integrated together (i.e. video, podcasts,

photos) Contact with a wider range of potential members Updates can be live and in real time In-depth tracking and measurement of outlets Increase membership figures

Where to start?

Which outlets will benefit my organization? Ask for member input Set up accounts at each of the sites Begin posting new content Keep it fresh

Website

Keep information updated Make sure IFMA logo meets graphic

standards (Branding Guidelines available online)

Newsworthy Chapter and Council releases are posted in our press room

Basic Public Relations Plan

1. Define what is to be accomplished

Enhance awareness Promote events

2. Define audience Members Business leaders General public Media

3. Define strategies Monthly media placements Bring new and non-members

to meetings Regular updates on social

networking sites

4. Define tactics Press releases Media advisories Newsletters Social media Invite media speakers Word of mouth campaign

5. Measure results Press clippings Google alerts Speakers Awareness survey

6. Adjust plan Expand audience Revise strategies Add tactics

Questions?

IFMA communications1 East Greenway Plaza, Suite 1100

Houston, TX, 77046-0194Ph:1-713-623-IFMA

Fax: 1-713-623-6124

andrea.sanchez@ifma.orggeorge.deutsch@ifma.org

laurie.steiner@ifma.orgsonal.mehta@ifma.org

For additional information on AP style, go toThe Associated Press Stylebook, 42nd

Edition, Associated Press, New York, NY.

Or visit www.apstylebook.com.

Best Practice Sharing

Does the chapter or council have someone that handles PR, publicity or marketing? Who? Is there a committee?

What has been the chapter or council’s most successful promotion or PR effort?

What are the most popular sections of the chapter or council’s newsletter?

Has the chapter used social media?

Does the chapter or council send out press releases or media advisories?

Thank you for your participation !!!