WORKING WITH THE MEDIA 

One of the most important jobs to do, in preparation for National Chemistry Week, is to get the message out. You need to let your public know what you are doing. More than just the general public can be interested in what you have planned: Local Section members, science teachers in the local school boards, members of the local business community are all potential targets. 

The Media 

Media relations are an area that does not just begin with National Chemistry Week. It needs to be handled on a constant and continual basis. Once contact with the media has been established, keep it going. Send out announcements of all Local Section activities, especially anything involving children or students. Award nights are good, for example. The media, particularly newspapers and television, like pictures.  

When you are trying to get media to cover some of your activities, remember that NCW is not necessarily a "news" item, but more of a public awareness exercise. Aim at getting coverage in your community newspapers, on your local television channel and cable television.  Major ones attend if other news is slow that day. 

Whom to Contact 

Most Local Sections are located close to a university or college that may, or may not, have a public relations or communications office. If so, ask for a copy of its media list. Often, the office can be of assistance to you in other areas: helping to write press releases, making telephone calls, sending out media kits. 

If you need to prepare a media list from scratch, the first step is to use the telephone book to find the addresses and telephone numbers of the local radio, television and newspapers. Don't forget to add the cable TV company and any weekly or community newspapers. Another possibility is the Canadian Press news service. There are branches all across the country and it is possible for a story to be picked up all over Canada. 

Once this has been done, take the time to call and find out the name of the city or news editor. Check to see if there is a science reporter, an environmental reporter or a medical reporter and ask whom that person is. Whenever possible start with the reporter first. 

Then add to the list any radio or TV talk shows that are community oriented. In these cases, the person you want is the producer. 

There is also the Canadian Science Writers Association. Members are spread all across Canada and there are probably several members in your area. If you are interested in finding out more about the CSWA and the names of members you can get in touch with, contact CSWA, Box P.O. Box 75, Station A, Toronto ON  M5W 1A2; Tel/Fax: 1-800-796-8595; E-mail: cswa@interlog.com or visit http://www.interlog.com/~cswa/