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Public Relations: Where Are We Going?
By Jim Skiera, ISA Associate Executive Director
PR Program Report
As you might remember, in this
column in December 2002, I announced that ISA had launched a
public relations campaign designed to raise the general public's
level of awareness that trees need care and that arborists are the
professionals they should call on for help in caring for them. Our
goals for this campaign are to
- effectively position ISA as
the resource for tree care information
- build ISA's image and
raise awareness of the need for tree care
- tell stories that demonstrate the benefits of trees
- communicate proactively and
purposely to the media and policy makers
One of the ways we are
tracking our success is through a news clipping service called
Bacon's Information, Inc. Their media monitoring consists of
reading newspapers and magazines, listening to the radio, and
watching TV for stories that include our message following the
distribution of an ISA press release. In the past year, Bacon's
verified that ISA releases were published in more than 500
newspapers and magazines for a readership of greater than 36
million. The approximate value of this space, if it was purchased
as advertisements, would be about $6 million dollars. Although
this campaign is proving to be extremely successful in reaching
our goals, I think that with your help we can do even better.
The
program is straightforward: We send out two press releases a month
on topics that will be of interest to readers in the coming weeks.
If you would like to be added to this list, please send your
e-mail address to Whitney Dye at wdye@roysewagner.com. Because of
our extremely broad distribution, we may not always reach your
market at the ideal time. However, the majority of the releases
are written so that you can use them in your area should you so
choose. You can find ISA releases posted at www.treesaregood.com.
In my previous column, I also talked about developing a working
relationship with your local media. Our press release program is
an excellent opportunity for you to do just that. Read over the
prepared releases and set up your own distribution calendar, add a
local quote or bit of unique tree trivia, and submit it to your
local paper when appropriate. For example, the press release
titled Take Caution When Caring for Trees Ravaged by Ice Storm
included a local twist that could be used following any type of
storm, from wind shear to hurricanes.
Trees Are Good
This past
August, ISA launched its new Web site. Changes were made to the
look and navigation system of the site. New features include a
members only section and the ability for Certified Arborists to
check CEUs online. Also new is a segment specifically designed to
help the general public with tree-related questions
(www.treesaregood.com). ISA staff members and volunteers are
promoting the site to garden writers and at media outlets. As
encouragement to get you involved with the promotion of this site,
if you send me (jskiera@isa-arbor.com) the name and contact information for a garden
writer in your area, I will send a Trees Are Good bandana to you
(offer good until January 1, 2004).
Finally, I recently returned
from the Garden Writers of America conference, where I spent two
days visiting with GWA members as they visited ISA's booth. I was
encouraged by the response I received about the Trees Are Good
campaign. I was also overwhelmed by the number of garden writers
who actively encouraged their readers to contact ISA Certified
Arborists should they need tree care assistance.
Over the next
year, ISA will be represented at a number of other national and
international professional conferences and trade shows promoting
the benefits of trees, tree care, and the ISA Certified Arborist
program. I encourage you to do the same at your local events
whenever possible. Getting the good word out is what public
relations is all about, and we have a very good message to
deliver-so spread the word!
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International Society of Arboriculture
