Learning how to manage your messages and take control of local media relations is a constant challenge. However, there are AAUW members around the country who have not only learned the process, but they’ve had tremendous success in 
developing strong relationships with local media that have resulted in widespread and consistent media coverage of national issues and what their branch does on a local level to make the news relevant to their communities.
One of the greatest examples of this success can be found in Donna Seymour, a leader in the St. Lawrence County, NY branch. Her persistence is paying off in the local press with a steady stream of AAUW news in The Daily Courier-Observer (Potsdam, NY) and Advance News (Ogdensburg, NY), the local newspapers.
Donna recently took the time from her media relations work to discuss her involvement with AAUW and her belief that a commitment to the AAUW mission opens the door to media relations success.
How did you get involved with AAUW and, more specifically, with your local AAUW branch?
I joined AAUW in 1990. I was attracted to the organization by the emphasis on education and equity, especially for girls. My four children were young teenagers at the time, so it was a good fit in terms of my interests. And, the AAUW Educational Foundation research that was just starting to come out mirrored my observations about what was happening to girls in public schools.
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My local St. Lawrence County branch began a program in 1989 called Open Windows For Girls that provides a series of summer camperships to girls ages 10-15. Poverty, isolation, low self-image, and non-supportive families and communities hold too many young girls in our rural area back. Open Windows for Girls was designed to show them they could do something different, go somewhere new, learn about something outside of school, develop a talent, and meet people outside of their own proscribed circle. This program puts the AAUW mission into action and has brought in many women to our branch.
What have you done to have such incredible success in working with the local media?
I have had great mentors, an excellent fundamental knowledge about AAUW, a branch that is active and doing things of value in the community at large, and a belief in practice, practice, practice.
I also served for four years at the Communications Director for New York State and as the state newsletter editor for five years. Those experiences gave me a broad perspective in AAUW issues and advocacy that makes it easier to understand how things tie into the local picture. And I have done this kind of work for other local organizations I have volunteered for (like the PTA). Those skills are directly transferable to what I do now.
One of the advantages of living in a rural area is that you know a lot of people and are familiar with the organizations that are active. Locally, AAUW has a very high profile and a good reputation because we choose to do mission-based projects that meet important local needs - and we work well with others. We often work in coalition with groups like PTA, Business and Professional Women, the League of Women Voters, and campus-based groups. That only increases our potential for media exposure.
Because I am familiar with all the local media outlets, I know what kind of stories they like to use and how they want an article laid out. It helps to submit articles and pictures in a ready-to-go format. I e-mail everything. The photos I send are already cropped and the captions are written. If you take the work out it for them, editors are grateful for pieces that can go straight into publication. Once they know they can trust you for accurate, readable information, they will pick up your material without worry.
What suggestions would you make to other branches around the country for having success with the media?
One of the keys is to understand your community and be connected to it. It is easy to get publicity for your branch events when you do interesting things, especially when projects and programs are tied directly into a need in the community.
For example, there are four colleges and universities in our county and 17 local school districts, so education is of fundamental interest to people, as well as a major employer. The issues that AAUW focuses on – education, equity of access, and compensation that are reflected in our public policy positions and research are a good match for the interests of our community.
You also have to have a local “hook” for a story. When, for example, I take an AAUW national press release and prepare it for local submission, I always tie it a local issue or a program that the branch has done or is doing. That increases the chances it will get printed.
Do you have any goals for your branch when it comes to media coverage? In other words, do you set any benchmarks for yourself and/or the branch?
Our branch creates a three-year strategic plan to help organize our efforts. One of our goals is “to enhance local, state and national AAUW visibility to educate others about the Association's mission.” Visibility is a key to surviving as a volunteer organization, so in order for our branch to flourish, we need a positive profile in the community. Frequent (and good) PR is critical to that effort, and who better to tell our story than us?
My goal is to have an AAUW-related story in the local media 3-4 times a month. Between what we are doing locally and the great material the Association furnishes via the communications and public policy departments, this is not difficult.
Remember to share your media successes with your state organization and the Association. There is no better way to give and get feedback on the important work we are all engaged in!
What are you working on now?
I usually try to work on PR 4-6 weeks ahead of time, when possible. For example, every year we do a local promotion of National Girls and Women in Sports Day (NWGSD) that takes place in early February. Starting in late December I will plan a series of articles that use NWGSD as a theme that touches on Title IX, equity, sports, healthy lifestyles, etc. Then once a week for a month I will submit an article to my local media. This past February as a result of our print media coverage I was invited to come on a local talk radio show to discuss Title IX and NGWSD issues for an hour!
I began working on Pay Equity Day press material in March, tying it to a Forum on Social Security Reform our branch hosted on April 19. The pay gap relates directly to the retirement gap for women, so this is a great way to educate about AAUW issues and provide a service of great personal interest to everyone.
I also take advantage of anything the Association sends out. Several times recently we have ended up on the Op Ed page of the local paper because the material was timely and responsive to an important issue in the news.
Why AAUW? There are lots of other organizations that do great work – why us?
AAUW is a good match with my personal interests and beliefs, and a good match for our area. And as is always the case, I've met such great people at every level – locally, in the state, and nationally – that I would never know but for this common bond. I have grown and learned so much thanks to AAUW. I am able to take my interest in writing and technology, and my passion for equity, to practice skills and help educate people about important ideas and make a positive difference.
Much of what passes for news these days is actually PR pieces designed to sell something by pundits in Washington or in corporate America. If we in AAUW don’t tell our story, it won’t get told. If we don’t educate the public about our issues, they won’t hear the whole story, much less our side of it.
Learn how other media-savvy members promote AAUW
