Getting the message out

Media coverage is essential to the success of your program and increasing your profile in the community.

Whether you develop a written plan for publicizing City Watch or build your media around a relationship with one reporter, here are several tips from other locals for getting the message out about City Watch in your community:

• Start talking about City Watch early, even before it is approved.

Local media like to see a story develop over time. They may not do an article on every step of the way, but it's worth keeping them informed as you move through the process of getting it approved and doing your training. They'll have a better idea of the whole picture when you are up and running and announcing your new program.

• Designate a media spokesperson.

This is the person who can talk to reporters, present to council, negotiate with managers and generally represent City Watch. This may be your local president, it may be whoever initiated the project, it may be someone else. Whoever it is, making this a one person job helps to provide the media with a familiar face and a consistent message. It also increases the likelihood that media coverage will be a priority for at least one City Watch member.

• Consider inviting media to training sessions.

This gives them an 'event' they can use as a basis for a story on City Watch.

• Have your facts in order.

When you talk to the media about the good work the union is doing through City Watch, make sure you know as much as possible about what is happening with the project. Are workers reporting in? Are they helping catch criminals? What kinds of calls are coming in? How many?

• Look for 'events' to remind people of City Watch.

A flurry of coverage is likely after the initial announcement of the program. It's harder to get people to pay attention after the program has been in place for a while. Powell River's Halloween patrol is a good example of using an 'event' as a point to talk about City Watch and the work being done by workers everyday.

• News releases are a quick and easy way to reach all your local media.

But don't forget to follow up. Sometimes news releases are ignored, or don't reach the right people. A call and a chat with an editor or reporter will usually get better results.

• Distribute the leaflet.

The leaflet can be distributed to lots of areas that display literature. Some are: professional offices like doctor, dentist and optometrist, pharmacies, libraries, mall displays and community centres. City of Richmond workers got some money from the city to have brochures postal walked to households throughout the city when they started the first City Watch program.

• Run ads in local media.

Local papers are quite well read and widely circulated. A print ad promoting the program would reach many local residents. If it cost too much, also consider free publications that are well distributed, like local school board publications, municipal notices, community TV, or other community flyers.

One key way of promoting the program is to have decals made in reflective materials for the sides or the back of the municipal work vehicles CUPE members drive every day.

CUPE locals used the City Watch logo on hats, T-shirts, crew jackets, decals and other materials to help publicize the name of the program.