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5. Publicity <br />Begin a publicity campaign even before the <br />gifts catalog has reached the design stage. <br />Take every opportunity to get the word out <br />early and often on the gifts catalog. A <br />pre -publication publicity campaign might <br />make use of free public service announcements <br />on radio and television. What's more, the <br />problems facing recreation agencies, con- <br />servation organizations, and historic preser- <br />vation groups are newsworthy. Cultivate <br />your contacts with members of the working <br />press. They value recreation, history, and <br />conservation, too. <br />r <br />1.0 <br />Approach the outdoor advertising industry for donated billboard space. <br />Maybe a cryptic billboard proclaiming "The Park Gifts Catalog is Coming!" <br />would stir up some interest ahead of publication. <br />Arrange a kick-off event. Involve some "personalities" in town to parti- <br />cipate in a community bash designated to focus attention on the gifts <br />catalog. Prearrange a few gifts to be announced at the kick -off --nothing <br />creates momentum like early success. ro <br />Crucial to the success of the gifts catalog is the period immediately <br />following its distribution. If the catalog has not by then become a <br />household concept, it should during this period. <br />A publicity campaign is like a political campaign --speaking opportunities <br />should be energetically sought. Speaking engagements before church or <br />school groups, service clubs, and chambers of commerce can help lay the <br />groundwork and bring in large cash contributions. The idea is to get peo- <br />ple thinking about your needs and what they can do to help. <br />As time goes by, don't let the catalog drop from sight. Systematize an <br />on-going publicity effort for it. <br />A one-page flyer, updating progress in attaining agency or organization <br />goals as a result of gifts catalog giving and presenting new gift needs <br />might serve to keep the catalog before the public. So might a regular <br />feature in the local ne..spaper's "community scene" section. The City <br />Council or Board of Supervisors might be encouraged to provide newsworthy <br />recognition through the presentation of certificates of appreciation or <br />public ceremonial dedications of various gift items. Monthly or quarterly <br />"Thank -You -For -Giving" events might keep the ball rolling, too. Use your <br />contacts in the community to announce the gifts catalog at well -attended <br />events throughout the year. <br />(41 <br />