◆ SpookStack

-© have them move away from you. Every yvropaganda item (mass meetings, press releases, leaflets, TV programs, etc.) should be aimed at a particular segment of the population, your "target." Various publicity methods which you may want to consider include: background information sheets to support press releases for newsmen and community leaders; brief biographical sketches of well-known leaders and participants to help with -‘thuman interest" stories; press releases for “dailies, the wire services, special press services {religious, labor, Negro, etc.};neighborhood papers; radio and TV news departments; commentators and columnists who are sympathetic, You may want to offer advance interview, or tape record special speeches, Sy all means try to visit key editors, news directors, and special reporters in order to interpret events. Writing letters to the editor should not be neglected, but they should be kept short and to the point. It is crucial to remember that your job is to inform, not to seek publicity for publicity's sake. Try not to be put into the position of do- ~g things for the press which are not a natural part of the action, no matter how picturesque they may be, but remember to be friendly in your replies to the press, and try to interpret what you do as fully as possible. When you are speaking "on the record" you should be particularly careful to quote accurately, and give only facts of which are certain. Double-checking is more important than being faet on the come-back. If you are the public affairs officer, you should try to do 30 more reading on this complex subject. Press releases should be clearly marked as to time of release, and should be double- spaced. They should not be too long--two pages at maximum. After a while you will get to know the peculiarities of the local press and you will tailor your releases to meet their requirements of format. All press releases should read like a news story, beginning in the first sentence or two (at most) with Who, What, Where, When, and Why: : {-WHO-) Joe Brotherhood, chairman of the. local (-WHEN-) chapter of Citizens for Equal Rights, this morn- . (-WHAT -) (-WHERE-) ing announced a full-scale boycott of alb major downtown department stores by Negro citizens. He said the ''no-buy" campaign would remain in (-WHY-) effect until all the stores hire a satisfactory number of Negro clerks. Brotherhood, 32, wha is professor of theo- logy at nearby Baptist Seminary, said he had the agreement of four Negro churches and five Negro community groups on the ban, {etc.) 31