How To Get The Word Out

There are a lot of ways to get the word out, but it generally comes down to building relationships and going where the people are. The methods you select will depend on what you want to communicate and who you are trying to reach. Do you have a week to prepare to testify at City Hall about a land use issue? Are you planning a community event months in advance? Are you trying to reach out to new people or call on people you know will support an issue?

Of course there are the tried and true methods of getting the word out: a neighborhood newsletter, website or listserve; the Office of Neighborhood Involvement’s website; flyer the neighborhood; SE Uplift’s Monthly Update; community centers, coffee houses, and talking to your neighbors.

These are good methods, but don’t be afraid to partner with other organizations. Know the assets of your particular community and use them. Is there a big event in your community people are planning to attend? Talk to people and organizations that you’ve never approached before like the local PTA, churches, rental complexes, or refugee services.

Get the word out by going out into your neighborhood!

Spotlight: Montavilla’s Communications Frenzy

Montavilla’s Communication Committee has an amazing energy about them. They developed a brand new quarterly newsletter first distributed in May 2006 . They divided the neighborhood into quadrants and volunteers hand delivered the newsletter throughout the entire neighborhood. Copies were also available at central locations, like the Bipartisan Cafe, the Montavilla Community Center, PCC Southeast Center, and a local elementary school. The printing and paper for this brand new community service was provided free by Tricor Print Communications because of an existing business connection--the NA was only charged for the folding and stapling.

Montavilla is also utilizing Neighborhood Link (www.neighborhoodlink.com) as a user-friendly web presence. With this Real Estate sponsored website, Montavilla is able to reach an different audience than with the newsletter. They are also in the process of creating a their own website with their new, unique logo.

Montavilla uses many other communication tools. They have a yahoo group (www.groups.yahoo.com/group/Montavilla). The SE Examiner provides a more traditional outreach tool and they are developing new outreach partnerships with organizations like the Montavilla East Tabor Business Association.

Working Step-by-Step

Step 1: Know Your Audience

• Are you trying to reach your entire neighborhood or target a group?

• Do you know who lives in your neighborhood? (Renters, Refugees, etc)

Step 2: Clarify Your Purpose

• What are you trying to communicate? (looking for volunteers, inviting to an event, need input, etc)

Step 3: Identify how to reach audience

• Take the information to where your target audience gathers: coffee shops, grocery stores, community centers

• Provide the information in many ways: visually (websites,newsletters, flyering), orally (door knocking), and kinetically (activity based)

Step 4: Consider the Message Timing

• How soon or how close to the event do you need the message delivered?

• When are written articles or announcements due for publications?

Step 5: Utilize Your Assets

• Local: Businesses, Organizations, Agencies (PTA, Churches, Community Centers, Department of Human Services, DMV, etc)
• Regional: Some organizations serve your neighborhood, but aren’t physically located in your neighborhood like Southeast Uplift, Office of Neighborhood Involvement, or IRCO

• Media: news4neighbors, Sellwood Bee, SE Examiner, Portland Tribune, Oregonian, Local TV Stations

Digging Deeper: Additional Resources

Media

SE Examiner: www.southeastexaminer.com
Sellwood Bee: www.readthebee.com
Submit stories to: readthebee [at] myexcel [dot] com,
fax: 503.232.9787 or 1837 SE Harold, 97202
Portland Tribune: www.portlandtribune.com
Oregonian: www.biz.oregonian.com

Tips for Writing News Releases

www.press-release-writing.com

Community Centers

Laurelhurst Studio
-503.823.4101, 3756 SE Oak
Mt. Scott Community Center
-503.823.3183, 5530 SE 72nd
Montavilla Community Center
-503.823.4101, 8219 NE Glisan St
Sellwood Community Center
-503.823.3195, 1436 SE Spokane St
Woodstock Community Center
-503.823.3633, 5905 SE 43rd Ave

Other Resources

Neighborhood Involvement Calendar Online:
What’s New at www.portlandonline.com/oni
SE Uplift Monthly e-Update