Continuance

Spring 1995 Volume 9 Number 3

Continuance is a quarterly newsletter funded by the Illinois Board of Higher Education. It is a collaborative project of the 23 Higher Education Cooperation Act partners in Illinois

In this Issue:
Publicizing Your Programs:
Using the Media Effectively

Contents

Page One

Lake Forest: Accentuate the Positive

Spring Workshops

Page Two

Coalitions

LIFELONG: Learning and Service in Community Colleges

Page Three

Promoting Your Programs

How to Get Your Story into the Newspaper

General Tips on Working With the Media

Page Four

How to Write a News Release

Public Relations

Page Five

Taking Intergenerational Photographs

Tips for Publishing in a Journal

Page Six

Making PSAs Work

Spreading the Word

Getting Attention from Corporations

Page Seven

Superintendents Support Intergenerational Programs

Generations Connect 1995 Planning Committees

Putting our Heads Together

Page One

Spring Workshops

"If we don't know where we've been, we can't know where we are going."

Dan Keding enthralled workshop participants at the Spring Intergenerational Workshop in Springfield with stories about his life. For example, when his grandmother died he asked for only two things--an old steamer trunk and a bowl his grandmother used for making bread. He spoke about the importance of sharing stories and that life gives us openings, some we don't anticipate or expect that can change our lives forever. He mentioned a bus ride in Scotland when there was only one seat left next to a very big man. He went over to the man and asked if he could sit next to him. The man said yes. It turned out the man was an internationally famous musician that Dan had admired all his life. Other speakers included Joan Wood, Robert Hawkins, Carla Gosney, Joan Major and Jan Costello. Naomi Fowler was the MC.

Promoting your programs

During the last year we have dedicated the inner four pages of Continuance to special topics such as reading, coalition-building, and service and learning. This issue gives information on a subject that is important to everyone-- getting the word out about your intergenerational accomplishments. The world needs to hear about the great things you are doing! Pages three to six give you advice on getting your program publicized.

Lake Forest: Accentuate the Positive

A beautiful spring day in Lake Forest was the setting for the northern intergenerational workshop. George O'Hare, the keynote speaker, gave an uplifting presentation on living life to its fullest. He used "accentuate the positive" as his theme. Positive stories were also shared by Helene March, Christine Zordan, and Carol Harding. Carol described the experience of receiving meals on wheels and the impact of children coming to sing songs as a part of meals on wheels. The keynote session was followed by four breakout sessions on developing and maintaining intergenerational programs, model programs, and bringing the generations together. The day concluded with a session on the media featuring Helen Yomine of the Lake Forest Journal, Mary Selinski, from the Illinois Department on Aging, and Monica Glaser, from Grandma Please. Cathy Demetrio from Covenant Village was the convener.

Page Two

Intergenerational Coalition News

Aging-Education Coalition

Leaders of Aging and Education Organizations meet quarterly. They share information about their organizational priorities and activities and discuss mutual activities. Their current project is Intergenerational Week scheduled for September 10-16. Mary Walsh with the Illinois Association of School Board is the current Chair.

Chicago Intergenerational Network

Diverse organizations throughout the city meet every two months to discuss their activities and how they can help each other. A current project is a survey of intergenerational mentoring programs being conducted in partnership with Tutoring/Mentoring Connections. The next meeting will be held on April 6 with brown bag networking at 12:15 followed by a meeting from 1-2:30 p.m. Bob Stuart, Board Member of Lifelink and IMMC Extended Care, is Chair.

Chicago Metropolitan Intergenerational Committee

The next meeting is scheduled for April 7 at AARP Regional Headquarters, Triangle Plaza. The group is planning a leadership retreat for May. Contact Chair, Maureen Statland at 708-364-8689.

LIFELONG: Learning and Service in Community Colleges

The LIFELONG coalition met on March 14 in Springfield at the Illinois Community College Board. Geraldine Evans, the Executive Director of ICCB, met briefly with the group. Other visitors were Mike O'Donnell, Illinois Coalition on Aging and Kim Villanueva, Illinois Community College Trustees Association. Information sharing was followed by discussion of statewide workshops, outreach to other organizations, and guidelines for the organization. The executive committee will meet with Dr. Evans in April. The next meeting will be held on October 3 at 10a.m. at Lincoln Land Community College in Springfield. George Floyd, Shawnee community College is Chair.

Grandparents Raising Grandchildren
State Task Force

The statewide taskforce is currently conducting a survey on grandparents raising grandchildren in Illinois. The group will evaluate the information and continue their activities to address this increasing challenge in Illinois.

Intergenerational Task force of the DuPage Consortium, Inc.

Meets on the second Monday of every month at 9:30 a.m. at the Wheaton Campus of National-Louis University, during the academic year. Attention is focused on assisting others with intergenerational programs as well as enhancing existing programs. The task force recently assisted in the development of an intergenerational resource library at the College of DuPage. For further information contact Robyn McBroom at 708-510-0740. During the summer call 815-784-2909.

Association of RSVP Directors

Will hold their next meeting on April 7 in Springfield. Among items on the agenda include discussion of budget cuts in Washington, and the White House Conference on Aging.

Page Three

Promoting Your Programs

How to get your story into the newspaper

What's News? Your local newspaper wants to publish articles that: Describe problems, issues or events that affect local people. Tell interesting, personal stories about people. Describe what life is like in the community. Place specific local problems and events in a broader context.

Before You Make Contact: know specifically what you want to "sell." Pull together (in writing) the points you want to make.

Making Contact: call the city desk and ask for the assignment editor or reporter who logically would cover your issue (as a careful reader, you already may know who that is). Contact the reporter, explain who you are and what you are offering (don't be shy about describing your expertise). Point out why this topic is important to the newspaper's readers. Offer supporting written material.

Pitching The Story: be specific (who, what, when, where, how and especially why). Describe the big picture into which your story fits. This could be your strongest selling point. Avoid or define jargon. Supply written material describing your program/event and why it's important. Suggest two or three interesting feature articles. Be sure to have names and phone numbers ready. Offer to identify people affected by your program. Volunteer to keep the reporter informed on this and other issues.

Becoming An Effective News Source: be accurate and honest. Suggest related story ideas, even about someone else's program/event. Offer in-depth background discussions. Mail related background material to reporter. Offer tips about related national/state/local issues. Give the reporter feedback.

And More: don't forget photo opportunities. Be alert to human interest stories. Learn the limits of your reporter. Work with your local newspaper, and with the biggest newspaper in the state. If you're not getting a proper hearing, contact the assignment editor by phone and mail. Don't be upset if it takes a while to get your story into the newspaper. Be persistent. From The Star Tribune.

General Tips on Working With the Media

*Do a media survey. Take an inventory of newspapers, radio and television stations in your community, or any other special publications that would be interested in what you have to say. *Are there talk shows--do you hear public service announcements on your local radio station? Is there a senior page or an educational page in your local newspaper? Are there community calendars in your newspaper or on your radio or TV stations? Do you have a cable television program that does local productions? Are there shoppers that accept information from community groups? What about church bulletins, company newsletters, trade publications? *Ask yourself why they should be interested in you--and what kinds of things you want them to know? *Do certain reporters specialize in certain topics? *What kinds of media attention are other organizations getting? (AARP, PTA, and other community groups)

Page Four

How to Write a News Release that Newspapers Want to Publish and People Want to Read

Contents of the Release. 1. The first paragraph--the lead--should answer the five basic questions of a news story: Who? What? When? Where? Why? the headline is really an abbreviated version of the lead, such as, JOHN SMITH NAMED HEAD OF AGING AGENCY.
2. The paragraphs that follow the lead paragraph are of declining importance. They allow and editor to cut a story if space is tight without losing the basic elements of the story. A well constructed lead also catches an editor's eye and ultimately the reader's.
3. Write short sentences and short paragraphs. Two sentences make a good paragraph. Obviously, writing so tersely is not always possible but it's a good rule of thumb. Loosely constructed releases are likely to end up in an editor's wastebasket.
4. Give exact dates of events. Use "Friday, May 20, 1977" rather than "next Friday" or "tomorrow." Check all days and dates on a calendar.
5. Give the address as well as the name of any meeting place.
6. Give town of residence of all people mentioned.
7. Spell out all numbers from one to nine; use numerals 10 and above. Do not begin a sentence with numerals.
8. Check all names for accuracy and spelling. The first mention of a name is "John Smith of Keokuk." Subsequent mentions are "Mr. Smith," although the "Mr." may be deleted depending on a newspaper's style.
9. Never editorialize in a news release. Any opinions should be attributed to someone. For example, "According to Mr. Smith, the reluctance of the mayor to release funds is hindering the agency's efforts."

Format of the Release. 1. Always typed, double-spaced and on one side of the paper. 2. Headlines are always in capital letters and double-spaced. 3. Leave generous margins on both sides, top and bottom. 4. Unless an organization has special letterhead stationery for news releases, use standard-size, plain white bond paper. 5. Keep a copy of all releases. 6. Give the following data at the top of the page. It can go in either the left or right hand corner but should be consistent; Your agency/organization, Address, City-State-Zip, Telephone number, For Further Information: Bob Jones (202) 223-6250. A second person and number to call in case you're not available. 7. On the opposite side of the page, type: FOR IMMEDIATE RELEASE, May 1, 1995 or FOR RELEASE 3 p.m. Friday.

Public Relations

*If the circus is coming to town and you paint a sign saying, "Circus Coming to the Fairground Saturday," that's advertising. *If you put the sign on the back of an elephant and walk him into town, that's promotion. *If the elephant walks through the mayor's flower bed, that's publicity. *And if you can get the mayor to laugh about it, that's public relations--Reader's Digest.

Page Five

Taking Intergenerational Photographs

Photos: The photographs on this page give good examples of intergenerational photographs. 1. Prime importance--young and old are obviously interacting. Often intergenerational photographs show older folks on one side of the room and young people on the other side. They are together, but contact is questionable. Intermingling of generations is crucial to a good intergenerational photograph. 2. In these photos everyone seems to be having a good time. The purpose of the intergenerational pictures is to say "This is fun! This is beneficial." If the kids or senior citizens have sour looks on their faces, the message is not communicated. 3. Both photographs are interesting, the individuals are doing something together, whether it is reading, gardening, or participating in a Mardi Gras celebration. 4. The photos must be clear and the best quality possible.

Photo Tips: The more candid the better since people don't get too excited with "grip and grin" (i.e. where people are shaking hands and looking at the camera). Don't pose photos. Have young and old do what they are doing and take several shots. Even though color is acceptable by newspapers, black and white is best. By Jan Costello, Manager, Division of Communications, Illinois Department on Aging.

Tips for Publishing in a Journal

Gerald Glaub, Editor, Illinois School Board Journal. Ask for guidelines from the journal editor or feature editor. We received unsolicited articles and evaluate and provide suggestions. When preparing an article for a journal, one must be very conscious of the readership. Does your article offer any help to individuals who read the journal? For example, school board members need tools they can use, insights, examples of good practice, and information that is valuable to them as they make decisions at the local level. We are much more likely to be interested in an article that is well written, interesting, and easy to understand. Give pros and cons about an issue and it is much more credible. What are the costs and obstacles? Read several issues of the journal and see if you idea fits with the articles published each month.

Page Six

Making PSAs Work--A Handbook for Health Communication Professionals

Public service campaigns are being used with increasing frequency. Typically, these campaigns have combined the use of television and radio public service transit ads and billboards, booklets, posters, and specially planned events. PSAs are 60-, 30-, 20-, 15-, or 10-second radio or TV advertisements sponsored by nonprofit and government agencies that promote programs, services, activities, or issues of community interest. The broadcast air time for these messages (and, in some cases, the production services) is donated free of charge by radio and TV stations and networks. Some PSAs are presented as the joint effort of the sponsoring agency and the station. Public service announcements are seen by the public as important, credible, and reliable sources of information.

Television and Radio Stations PSA Checklist. What format is preferred? For TV---3/4-, 1-, or 2-inch tape; film; written copy with 35mm slides? For Radio---cassettes, reel-to-reel, tapes, discs, announcer copy? Which formats, if any, are not acceptable? What length of messages is preferred--:10, :15, :20, :30, :60? How many copies of each PSA should be submitted? How far in advance of desired air dates should PSAs be sent to the station? to whom should PSAs be sent?

Spreading the Word

Publications. Send information to: Senior publications, schools, shoppers, church/synagogue bulletins, employee newsletters. Displays. Window displays in banks, community buildings, schools. At events, county fairs, health fairs, hospitals, etc. Use photos!! Speaking Engagements. To other community groups, in schools, and churches/synagogues. You Could Also: develop a fact sheet, develop flyers/posters for special events of activities, develop a slide program, develop a video, develop a yearbook with members, committees, services, etc., talk to friends and neighbors about what your group is doing, give certificates to people who deserve special awards (volunteers, legislators, etc.), have a fund raising event, get involved in an intergenerational activity (perhaps the school will do all the publicity for you!), participate in parades, develop joint projects with other community groups or how about promoting a project with AARP or with Older Women's League, or a community college, etc,? If several groups are involved in a community service project, the chances for visibility are increased, hold a news conference--but only if you have something to announce that cannot be handled by a simple press release, send special invitations for special events (art showing).

Getting Attention from Corporations

Answer the reader's primary question--"What's in it for me and my organization?"--in your opening paragraph. Keep the reader's interest central. Stress how the corporation will benefit in terms of the resulting visibility, media attention, prestigious associations, national publicity and other rewards of sponsorship. Limit the details. Outline the "how" and "why" of your event to show how it produces the desired benefits for the corporate sponsor. Be succinct. Keep you letter to one or two pages. Keep paragraphs short for an easy-to-read look. Be energetic. Facts sell. Make your case with real results whenever possible. Draw conclusions; make reasonable projections; suggest implications. But to the action. At the close of your letter, ask for the reader's response and involvement. Give a number to call or state when you'll be calling.

Page Seven

Superintendents Support Intergenerational Programs

Most superintendents (98%) support the idea of involving older adults in school programs according to Michael Plog, a planning specialist with the Illinois State Board of Education and the Illinois Intergenerational Initiative to determine awareness of intergenerational programs by superintendents. Over one-fifth (22.3%) of superintendents cited "no problems seen" with intergenerational programs. The three most common perceptions of problems relate to administrative issues such as staff to manage the program (noted by 54% of superintendents); time required for programs (selected by 34% of superintendents; and liability (selected by 30% of superintendents). Superintendents felt older adults and schools benefited the most from intergenerational programs. A study of principals and teachers will be conducted in April. The total report will be available next fall.

Generations Connect 1995 Planning Committees

The first planning meeting was held on March 6 in Springfield. The group is developing a list of health organizations who might be interested in the theme for 1995: A Healthy Aging for All Ages. The next meeting is scheduled for April 13 in Springfield at the Illinois State Library, 11-12:30. A northern planning group will meet at UIC on April 4. If you are interested in being involved in the planning of Generations Connect 1995 contact the Illinois Intergenerational Initiative at 618-453-1186.

Putting Our Heads Together

More than 1,000 Illinoisans participated in the 28 Generations Connect focus groups throughout the state. Survey forms were completed by 700 including 278 young people, 263 older adults, and 156 service providers (3 did not provide any age information). They discussed needs, contributions, aging, and intergenerational activities they could do together. The 28 meetings took place throughout the state from Effingham to the Quad Cities, from Rockford to Cairo--but all ended with two themes, "We have much in common," and "Let's do it again soon." The graph on the left demonstrates the similarities in the viewpoints of young and old. The most important need for young people was positive social relationships, next, a good education, third, a direction and purpose in life, and fourth, support systems. Many young people thought it would be helpful if they had more guidance and support from older adults. And older adults agreed. Putting Our Heads Together, the final report on Generations Connect 1994, gives more information on the perceptions of young and old about each other, their interest in being together, and also information from organizations about their cooperative activities.