THE BASIC BOOKSHELF:

RECOMMENDED READING

(Note: The key to the library location codes.)

Intended for volunteer centres and other voluntary groups at the community level, this booklet focuses on promotions activities for National Volunteer Week. Various activities to promote the Week are suggested. Advice is offered on organizing information meetings, panel discussions, workshops, news conferences and interviews, and practical advice is given on developing news releases, public service announcements and information kits. The appendix includes samples of a letter to a mayor, an official proclamation, a news release, and several public service announcements.

Orders:

Gestion de la publicité. Jacques E Brisoux, René Y Darmon and Michel Laroche.

This textbook explores the nature and function of advertising in the Canadian context, with particular emphasis on Quebec. Written from the perspective of a manager in the corporate sector, the work offers in-depth discussions and pragmatic advice on advertising opportunities and strategies that would also be useful to voluntary organizations. The mass media (both print and broadcast) are analyzed and detailed information is given on the structure and orientation of the message in an advertising campaign.

Locations:

MWOOB OONL OSUN QMBM QMU QQ

Handbook of Publicity and Public Relations for the Nonprofit Organization. Robert H Ruffner.

Oriented towards managers of larger voluntary organizations, this handbook provides a philosophical overview of the public relations function, combined with solid, practical advice. The work begins with a brief examination of major socio-economic trends that are currently affecting the voluntary sector. The author then outlines a host of ways to go public, detailing the technical aspects of news releases and PSA's for the various media and giving examples of successful public relations tools (eg, advertisements, brochures, PSA's, news releases). Also included are discussions on media relations, community relations, the involvement of clients, and publicity through special events.

Locations:

ACU AEAU BVAS OTMCL QQLA

How to Handle Your Own Public Relations. H Gordon Lewis.

Targeting small volunteer organizations and small business, the author attempts to de-mystify the fundamentals of public relations in a candid and concise way. This exposé of the basic techniques for public relations is filled with practical information on the mechanics of news releases (regarded as a cornerstone of public relations), on the use of awards and special events, and on community involvement. A lengthy appendix is devoted to examples of news releases both good and bad.

Locations:

ACU BVAU MW NSCS OOC OONL QMU QQLA SRU

A Layman's Guide to Successful Publicity. Oscar Leiding.

This guide outlines the basics of publicity for community organizations and small businesses in a clear and readable format. The author analyses the concept of news value, examines the essence of media features, and explains how to target local radio and television stations. Technical information is given on news releases, PSA's for radio and television, fact sheets, news conferences, letters to the editor, guest editorials, and interviews with the media. Numerous samples of news releases, PSA's and organizational fact sheets are provided.

Locations:

AL BB BBIT BKCC BKOC NSHPLX NSSH OMBM OTEPL

Lesly's Public Relations Handbook (3rd edition). Philip Lesly (editor).

This comprehensive reference book on the principles and practices of public relations complements the concise `how-to' manuals in this area. Although aimed at managers and communications professionals in corporations and, to a lesser extent, in large voluntary organizations, the readable style and clear organization make the information accessible to all interested parties. Through the planning, execution and evaluation phases, this resource thoroughly examines how to achieve objectives through effective public relations programs. Section V, for example, discusses the basics of communication: media relations, publicity, advertising, the use of print and broadcast media, techniques for good writing and the use of graphics.

Locations:

AC ACU AL MOOS NFS NSHRL OBU OH OOCM OS OTEPL OTMCL OTP OTSP OWA QMA QQLA SS SSU

Making the News: A Guide to Using the Media. Mike Ura.

Vancouver: West Coast Environmental Law Research Foundation, 1980 (36 pp)
$6.00

Written for community groups, this is a concise guide to using the local news media to reach new audiences. After an analysis of the concept of newsworthiness and how news is made, the author explains how to write news releases and handle news conferences, as well as how to contact media representatives and maintain their interest. A list of news media outlets in British Columbia is appended.

Locations:

ACU AL BVAU BVIP MW NSHL NSHS OLU OM OONL OTP OTY OOU OWA QMBM QQLA SRL SRU

Orders:

Marketing Magic for Volunteer Programs. Sue Vineyard.

This well organized and clearly written guide focuses on strategies to attract volunteer support and funding. It aims to help the novice understand the concept of marketing and its importance to volunteer-driven programs. Offering advice from the perspective as one who has been `in the trenches', the author addresses the art of asking others to donate their time, goods or money and explains how to use basic marketing techniques (paid advertising, publicity and media relations, promotion, and personal selling). This work complements other resources that provide more detailed technical information on specific approaches and tools that can be used to promote volunteerism.

Mass Media and Human Services: Getting the Message Across. Edward A Brawley.

Although written specifically for professionals in the human services (with the aim of increasing support for social service programs), this sourcebook could serve as a catalyst for sparking ideas for strategies for any public awareness campaign. The author explores the potential of mass media (i.e., newspapers, magazines, radio and television) as a major vehicle for public education and provides advice on how to gain access to local media. Information is also provided on planning and organizing media activities, on targeting appropriate audiences and on developing mechanisms for evaluating success. Examples of letter to editors, articles, PSA's and news releases abound.

Locations:

Mediability: A Guide for Nonprofits. Len Biegel and Aileen Lubin.

This resource focuses on the use of mass media for public service communications (ie, to increase public awareness, to raise funds or to take a stand on a controversial issue). The authors discuss the opportunities presented by print and electronic media, as well as how to get news coverage or suggest a feature. Technical information is provided on the preparation of news releases, news conferences and letters to the editor; on the use of outdoor displays, transit advertising and paid advertisement in newspapers and magazines; and on the production of `spots' for radio and television. Advice is also given on developing media contacts, on seeking professional help and on costing the various approaches.

Locations:

BVAS NFSM OPAL

Les Médias et nos organisations: Guide d'utilisation pour les groupes populaires. Mireille Viau et Bernard Vallée.

This well organized guide to the mass media is aimed at community organizations with a particular emphasis on francophone groups in Quebec. The authors discuss the role of the media in society, ways to use the media effectively and the basics of media relations. Basic information and practical advice is given on news releases, press conferences, interviews with the media, letters to the editor, and magazine articles, as well as paid advertising via the mass media. A list of local media outlets in Quebec is appended.

Locations:

OONL OTY QQLA

Promoting Issues and Ideas: A Guide to Public Relations for Nonprofit Organizations. Public Interest Public Relations (a division of M Booth and Associates).

Organized by theme and well presented, this guide offers detailed advice to voluntary organizations, both large and small, on strategies for informing and influencing selected audiences. The work discusses the basics of publicity, advertising, special events, speech-making and lobbying, taking the reader from first-stage planning to final-stage evaluation of public relations efforts. From `shoe-string' budgeting to the latest communications technologies, technical information and practical advice is offered on developing information materials (eg, brochures, posters, audio visuals, newsletters), publicity tools (eg, news releases, fact sheets, letters to the editor, newspaper articles), and paid advertisements. Examples of successful tools are included.

Locations

BVAJI MVCW NSHPL OOB QMM QQLA

Publicity for Volunteers: A Handbook. Virginia Bortin.

This compact compendium of publicity ideas and tools is designed for smaller community-based volunteer groups. Written in a clear and concise style, this handbook offers basic information and useful advice on how to write and place news releases, how to obtain publicity through print and electronic media, how to create promotion and display materials, how to use photographs and video materials and how to work with the media. Numerous samples of news releases, PSA's for radio and television, fact sheets, and letters to the media are included.

Locations:

AC AE BBIT BRI MVCW NBS NFSG NSHPL OCHA OM OOC OOSH OSUN OTB OTEPL OTP OTYP OW OWTL SRP SS

The Publicity Handbook: The Complete Step-by-Step Guide to Reaching the Largest Audience Possible for the Least Amount of Money. David R Yale.

Aimed at smaller nonprofit and small businesses, this handbook gives practical advice and inside information on the basics of publicity and effective media relations in a highly readable and concise style. The topics discussed include: planning publicity goals; choosing the right medium; keys to newsworthy publicity; approaching media representatives; writing news releases, fact sheets, letters to the editor and PSA's for print, radio and television; and handling the news conference for a special event.

Locations:

NFSG OSTCB QMM

Publicizing and Promoting Programs (The McGraw-Hill Series in Management and Administration of Continuing Education). Helen Farlow.

Organized sequentially and well presented, this sourcebook guides the reader step-by-step through each phase of a major promotion or publicity event, from `gearing up' through `D-day' to `mopping up'. Advice is provided on costing, approaching the media and arranging news conferences. Examples of publicity tools (eg, PSA's, news releases, media kits, brochures and advertisements) are included. Emphasizing the need to make tasks manageable, the author offers many useful tips and provides samples of planning calendars and activities checklists. Although aimed at administrators of continuing education programs, the detailed information and pragmatic advice is readily transferable to other types of activities.

Locations:

ACU AEU BCREK BVAOL BVAS BVAU NBFU NFSM NSHD NSHPL OOU OTMCL QMG QQLA

Public Relations Handbook for Non-Profit Organizations. Mary Rauscher Ingles.

Greendale, Wisconsin: Mary Rauscher Ingles, 1983 (112 pp)
$11.50

Written ``for those who have little experience in public relations but a lot of enthusiasm'', this manual outlines the steps required to plan a successful public relations strategy and offers numerous suggestions for promotional activities to reach specific segments of a community. Practical information and advice are provided on the preparation of fact sheets, newsletters, brochures, audio-visual presentations, news releases, public service announcements and special events. The use of the media, with particular emphasis on cable television, is also discussed.

LIBRARY LOCATION CODES

The location codes have been developed by the National Library of Canada and are the accepted standard in the Canadian library system (Symbols of Canadian Libraries 1987). This key is organized alphabetically according to geographic location, identifying the province, the city and the institution.

ALBERTA

BRITISH COLUMBIA

MANITOBA

NEW BRUNSWICK

NEWFOUNDLAND

NOVA SCOTIA

ONTARIO

QUEBEC

SASKATCHEWAN

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