In working with ASCE Sections and Branches on their PR programs, one of the most frequently asked questions I receive is about how to “get the word out.” You may have spent weeks, months or even years organizing an event and now it’s finally time to spread the word about it. But how should you go about doing so?

There are a variety of tools you can use, but one of the first things you should consider is your audience. Are you promoting an event to primarily local ASCE members? Publish a blurb on your Web site, in your newsletter and in other publications you use to communicate with your members. Keep in mind that blurbs on a Web site or in a newsletter should be kept short and to the point – a length of 75 to 100 words is usually best.

If you want to communicate with people outside your Section or Branch, there are a variety of ways to do so. Many media outlets, including newspapers and TV stations, have event calendars on their Web sites. Visit the outlet’s Web site to see if they have a calendar listing feature and look for the appropriate contact to have your event added. Keep your eyes open for additional opportunities to promote your event, such as on a community bulletin board at your local library, community center, university and other locations, including coffee shops and bookstores.

If you want to invite media to your event, you’ll want to distribute a media advisory. Advisories are normally sent to media about a week to 10 days prior to an event and include important event information, including who, what, when and where, with minimal details about how and why in the body of the advisory.

If you have any questions or would like assistance promoting one of your Section or Branch’s events, email me and I’ll be happy to help!

Have you promoted a Section or Branch event in the past and discovered other useful tips for getting the word out? Or did you have something not work out as planned? Share your experiences in the comments!

Karen Albers
Manager, State Public Relations

You’ve probably heard us talk (or you may have read, as the case may be) about how to submit a letter to the editor or op-ed to your local newspaper. With the amount of media attention infrastructure has been receiving lately, there is an incredible opportunity for you, as a professional civil engineer, to contribute your thoughts and opinions to the discussion!

Now we’ve made it even easier for you to get your voice, thoughts and opinions out there. ASCE has developed a template letter to the editor and a template op-ed that you can customize and send to your local paper.

Not sure whether you should be writing a letter to the editor or op-ed? Both are similar, but there are some important differences. For starters, a letter to the editor is shorter than an op-ed. Also, a letter to the editor is typically written in response to a particular story or issue that appeared in the paper, while an op-ed shares a more in-depth opinion about a newsworthy topic. Click on the following links for a more detailed discussion of letters to the editor and op-eds.

Have questions? Need help figuring out where to start? Send me an email and I’d be happy to help!

Karen Albers
Manager, State Public Relations

We’ve all heard the saying, “a picture is worth a thousand words,” but did you know that a well-crafted soundbite delivered at just the right moment can be more effective in getting your point across than an award-winning report or white paper?

Now I know what you’re going to say. “That’s not fair. How can I possibly explain everything people need to know about my subject in only a handful of words?”

Whether it’s fair or not, the fact of the matter is that time is a precious commodity when it comes to news coverage. Television news stories rarely last longer than 60 seconds and the average newspaper article doesn’t have room for more than two or three quotes. Add to that the fact that newsrooms are cutting back on staff, which means reporters have more stories to cover in less time. With such limited space and time, which quote do you think the reporter is more likely to use: the one they have to spend 20 minutes cobbling together from the bits and pieces you’ve given them, or the one that can be dropped instantly into their story because you highlighted your main message for them in one easy, prepackaged bite?

Now, it just so happens that I have a home-grown example for you of how successful a good soundbite can be. Earlier this week, the North Carolina Section released an updated version of their state Report Card, and in two separate interviews, Region Four Governor David Peterson managed to deliver a great soundbite. In the first interview, referring to funding from the economic stimulus plan, he said: “This is a down payment on the problem; however, it is not a solution to the problem.” In the second, explaining the goal of the report, he said: “We wanted to wake them up to the real issue, that a crumbling infrastructure does not support a healthy economy.” By delivering his message in a quick soundbite, David ensured that his quote would be included in the story. Gold star!

The moral of this story: Sometimes you can make a bigger impression with 10 words than you can with 1,000. Sometimes, less truly is more.

Joan Buhrman
Senior Manager, External Relations

You may have noticed that infrastructure has been in the news a lot lately – particularly when it comes to discussion of infrastructure investment as part of a federal stimulus package. Are you wondering how to make your Section or Branch’s opinion part of the discussion? Perhaps it’s a good time to consider pitching an op-ed to your local newspaper.

In a previous post, we talked about letters to the editor. Today, we’re going to take that a step further and focus on op-eds.

An op-ed is similar to a letter to the editor – it shares an opinion – but it’s a bylined article that you’ve pitched to your local paper. (“Pitching” refers to the letters, emails or phone calls made to editors and reporters suggesting story or op-ed ideas.) An op-ed isn’t written in direct response to a particular news article, but offers an opinion on a topic that has been in the news recently.

Let’s start with an example. Perhaps water infrastructure is of particular concern in your community because the city received a consent decree due to sanitary and storm sewer issues. As a result of the decree, the city is evaluating the existing water infrastructure. This is a great opportunity for your Section or Branch to position itself as an expert on local infrastructure issues. Be sure to mention any work your Section or Branch is doing to increase public awareness of water infrastructure issues, such as outreach conducted in conjunction with the Liquid Assets documentary or your local Report Card.

Visit your local newspaper’s Web site and find the contact for op-eds. Send that person an email introducing yourself and outlining your proposed topic and author. (The author should be a prominent person from your Section or Branch, such as the president or Report Card committee chair.) If the newspaper expresses an interest in your topic, begin researching and drafting your piece. Remember, just because a newspaper expresses an interest in reviewing your op-ed doesn’t necessarily mean they’ll print it. Don’t get discouraged! You can always begin the process again at another outlet.

If published, many papers require that your submission be exclusive to their paper, so make sure to review each newspaper’s editorial policy.

And don’t forget – the Communications staff at ASCE National is available to answer any questions and help you along the way!

Have you successfully placed any letters to the editor or op-eds? Tell us about them. What worked or didn’t work for you?

Karen Albers
Manager, State Public Relations

In a recent discussion during a PR University training session, a group of civil engineers discussed the nation’s crumbling infrastructure and the occasional challenges conveying this message to the public.

Many go “straight to the top” – voicing concerns directly to community leaders and politicians. It’s important these leaders hear our concerns, but we must remember they have many constituents with many different (and sometimes conflicting) agendas. The more individuals voicing a particular concern, the more the issue will resonate with their leaders.

Much like the strategies used in the recent election season, perhaps we should look more to a grassroots approach to talk about infrastructure. (And in the process, increase the number of voices!) Civil engineers can speak to chambers of commerce, churches and service organizations. (Bonus points to those of you who already do this!)

Civil engineers are savvy and passionate about this topic, but sometimes in voicing their concerns, the technical nuances or the astronomical costs to repair the infrastructure can overshadow the message. Put yourself in your audience’s shoes. Instead of arriving with PowerPoint displays and note cards, simply set the table for a discussion on how crumbling infrastructure affects each audience member in his or her day-to-day life and why it should be important to solve the problem.

When prodded, these audience members may start sharing stories about the “pothole obstacle course” near their home, the bogged down highway entrance ramp or rising energy costs. Share practical, personal solutions with them and then brainstorm other big-picture solutions. (And remember, they want to hear from you!)

If we can reach enough of these people and they convey their concerns to their leaders, perhaps the crumbling infrastructure issue can be moved to the forefront of the political discussion.

Have you spoken to any local organizations about infrastructure? Tell us how it went!

Anthony Reed
Manager, External Relations