Presentation on PR for FAO-JCU Workshop

1. The Press isn’t
Psychic
JCU/FAO
Antonio López
alopez@johncabot.edu
www.world-bridger.com

2. What does hunger
look like?

3. Getting the Word Out:
Opportunities and Obstacles

4. Obstacle: Newsroom Chaos/
Information Overload
• Deadlines
• Overwhelmed
• Overworked
• Competition
• Pressure from different groups
• Culture of media outlet
• Economic consideration

5. • Misunderstanding nature of
media
• Language barrier/use
• Inexperience dealing with
media
• Adversarial relationship
• Disorganization
• Lack of funding
• Lack of proper research
• Poor presentation of
materials
• Lack of professionalism
• Racism - Cultural
misunderstanding
• Miscommunication
• Difficult community relations
• Competition with
elite/established/familiar
organizations
Common mistakes:

6. Opportunity
• Build new relationships
• Outreach
• Expand audience
• Exposure
• Revenue
• Improve community relationships
• Get people in the door

7. Step 1:
Research
• Map community outlets
• Formats (TV, radio, print)
• Specific programs, sections, markets
• Editors, writers, producers

8. Tips:
• Find out deadlines, stick
to them
• Learn proper spelling of
names
• Find out format
requirements for media
• Label clearly
• Provide concise, clear
press packets
• Use phone strategically
• Cultivate relationships
(editors, writers,
producers, managers)
• Be well prepared
• Use the Web

9. Step 2:
Develop Marketing
Strategy
• What is your main goal? Why?
• Who is your target audience?
• What kind of message or event best
suits this audience?
• What form of communication best
suits your goals?

10. Develop Market
Strategy
What is your main goal? Why• Pass Bill XYZ.
• Kill Ordinance 123.
• Secure endorsements by select opinion and political leaders.
• Educate public about the issue.
• Stop discriminatory practices.
• Enhance the profile and visibility of your organization.
• Change misconceptions about an issue.
• Give voice to unheard people affected by the issue.
• Raise funds

11. Who are you trying to reach?
• Inside/Outside community
• Other communities
• Opinion-makers
• Community leaders
• Other cultural groups
• People of faith
• Experts
• Women
• Policy makers
• Gays, lesbians, bisexuals
and transgenders
• Youth
• College students
• Retirees
• Others

12. What kind of message or
event?
• Style (humor, fear, informational,
celebrity)
• Event (opening, performance,
lecture/talk, festival, fiesta, music, etc.)
• General (get to know us)

13. More tips:
• Be timely
• Be professional
• Be clear
• Make good impression with materials
and presentation
• Follow-up, follow through
• Be polite (and angry as last resort)
• Be persistent

14. Antonio R. Lopez
223 N. Guadalupe, #423
Santa Fe, NM 87501
424-1465/antonio@world-bridger.com
www.world-bridger.com
7/1/03
Jonanna Widner
Santa Fe Reporter
325 Marcy St.
Santa Fe, NM 87501
Dear Ms. Widner,
Enclosed is a press release for the up-coming performance of My Country
of Illusion at the CCA on July 26. You may recall that you mentioned us in
your column about the High Mayhem music festival last fall. We’re the folks
with the 2001 film samples and spacey guitars. I’m excited about this
performance because we are working closely in collaboration with Jonathan
Lowe, video artist extraordinaire. This performance will be truly multimedia
and one of the most adventurous to be staged this year in Santa Fe. I’ve
also enclosed our CD.
If you have any questions, please feel free to call me at 424-1465.
Thanks for your time,

15. FOR IMMEDIATE RELEASE
1/15/03
Contact: Antonio Lopez, 424-
1465
SACRED TEMPLE
CELEBRATE EXOTIC WORLD BEATS ON
CHINESE NEW YEAR
Join DJ El Tiki as he kicks of Chinese New Year with a night of intoxicating dance beats from around the globe at the new roving
dance venue, Sacred Temple. This smoke and alcohol free environment is located at the elegant dance space of Pomegranate
Studios. This is a dance club for those desiring to groove to electronic and tribal beats from London, Bombay, Cairo, San Francisco,
Sal Paulo, New York, Paris, Madrid, Tokyo, Mexico City and other parts of the planet where music and technology combine for
ecstatic and spiritual movement. Join us in a clean space to celebrate the world coming together and to respect our bodies and spirit
with fresh air and good vibes, jamming in the ancient future!
About DJ El Tiki:
El Tiki (Antonio Lopez) has been a music writer and DJ in Santa Fe for over ten years. He formally was DJ for the Latin Night at The
Paramount and has appeared on KBAC and KTAOS. He performs and DJ s locally and sells mix CDs nationally.
Who: DJ El Tiki
What: Sacred Temple: Exotic Trance Dance Music/World Beats
When: 8:00 p.m. – 1:00 a.m. Saturday, Feb. 1/Chinese New Year
Where: Pomegranate Studios, 535 Cerrillos at Pase de Peralta above Sage Bakehouse
Cost: $7 adults, Teens $5, Kids under 12 free

16. From: Stephanie Elizondo Griest
To: deangraber@mail.utexas.edu
Sent: Friday, January 16, 2004 12:04 PM
Subject: story idea from Chicana travel
writer
Dear Dean Graber,
Hola desde Brooklyn! I'd love to pitch a
story for your show.
This March, Villard/Random House will be
publishing my memoir, "Around the Bloc: My
Life in Moscow, Beijing, and Havana," which
chronicles my experiences working with
abandoned Russian youth, polishing Chinese
propaganda, and belly dancing with Cuban
rumba queens -- as well as my reflections on
growing up in a biracial
(Mexican/white) family in Corpus
Christi. I'll be hitting some two dozen
cities on my "Bloc Party" tour this year,
including Austin March 30 - April 2. (On
Wednesday, March 31 at 7 p.m., Mike Shea
from Texas Monthly will be interviewing me
at Book People as part of their Face to
Face/Author Series.)

17. One of the key themes in "ATB" is cultural identity.
Only in the Communist Bloc did I finally come to
appreciate my Latino culture -- by meeting former
Soviets
who risked the Gulag to distribute underground samizdat
printed in their native language, and Tibetans who
braved sanctions by continuing to prostrate before
their gods. They had risked so much to maintain their
indigenous culture, while I had deserted mine -- never
even bothering to properly learn Spanish. In "ATB", I
question why, and ultimately resolve to make some
changes.
In addition to promoting pride in one's cultural
identity, I hope to inspire more Latinos and people of
color to get out and see the world through this
book. Latina Magazine, Hispanic Magazine, and Estylo
are featuring it this spring, and I'll be headlining
Tony Diaz's "Nuestra Palabra" March showcase in
Houston. I would love to work with you on a piece for
"Latino USA" as well. Please call me any time at 650-
784-5389.
Muchisimas gracias for your consideration -- I truly
appreciate it.
Saludos,
Stephanie Elizondo Griest
Author, "Around The Bloc: My Life in Moscow, Beijing,
and Havana"
Villard/Random House, March 2004
www.aroundthebloc.com
Brooklyn, NY
650-784-5389

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