While being central to a learning festival (and, indeed, any other marketing strategy),
it is rather difficult to catch the attention of media. Here you can find some examples
and tips and tricks how you might succeed better. More information and advice on this
issue can also be found under the section “Cooperation Models” -> with media.
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Establish a database of national and regional/local media (TV, radio, press) and update it regularly; group entries according to the type and frequency of information that will be sent to them
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Have regular contacts with media not only before and during the festival but throughout the year! A national press conference should be part of the launching event – at this point, provide all the media beyond your personal contacts with a comprehensive package of information and promotion material of your ALW.
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Group the different festival events into thematic packages
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When making contact with thematic magazines/paper or thematic editors, you should provide them with information packages that suit their respective themes.
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Convince media representatives to support your festival by daily announcing forthcoming events
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For this purpose, make it “easy” for them and provide them with pre-structured tools, such as an internet-based calendar of events which makes it possible to sort events by day, time, type, content, etc.
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Establish a long-term cooperation with one particular newspaper or magazine
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A possible subject of cooperation could be the life stories of award winners – you give them the content for a supplement or section in the magazine/newspaper and in return, they cover part of the production costs themselves; this can be done year after year so that readers get sensitized.
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Personally approach local broadcasters by phone and e-mail
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Introduce your ALW (including the objectives) to the journalists and offer them special features of local interest, for instance interviews with senior learners.
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Personally approach an advertisement company
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You might obtain free advertisements which you can fill in with statements advocating for adult education, and/or events of your ALW.
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Organize an exposition about “Learning“
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This is a good way to capture the attention of and initiate the contact with local newspapers and TV stations.
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Prepare an electronic press release on the ALW award winners to stimulate journalists to write articles
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You can start distributing a large amount of (different) press releases via email approximately one month in advance of your learning festival. They may result in a multiplied number of separate articles in the national and local press, and may also lead to radio interviews with the winners.
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Invite VIP’s and get celebrities involved
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Local and national VIPs and celebrities (possibly from TV shows) can spend some 15 minutes talking about ALW and the importance of encouraging adults to get back into learning. This can be done “live” during your opening ceremony, or via pre-prepared video clips or audio clips (in cooperation with a TV or radio station). The presence and involvement of VIPs and celebrities will help you to attract the attention of media, and will equally help you to attract the general public and politicians.
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Try to arrange a meeting with TV stations and convince them to build in themes of ALW with the regular broadcaster’s programme
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If the TV channel runs programmes on languages, travel, and work skills for adult learners – as the UK-based BBC does, for instance – this might provide the space for a perfect snapshot of ALW events.
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Organize a contest: “Become what you want (for one day)”
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The contest can be announced in newspapers, with supplementary postcards included in magazines and on the ALW website. People can be invited to indicate what they have always wanted to be and why – and they can win to experience this for one day. In the end, when the winners experience their day, the press (same one as being involved in the announcements and beyond) can be informed and be invited to follow (and cover) the winners during their day.
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