This Toolkit is designed so you and your museum can fully maximize your advocacy efforts, even if you cannot join us in Washington, D.C., Feb. 27–28. Each piece of the toolkit can be downloaded and personalized to convey your story about the value of your museum to the local media.
If you have questions on how best to utilize these tools, please contact Dewey Blanton at 202-218-7704.
Op-Eds
Submitting op-eds to your local print and online outlets is an excellent way to raise awareness for your museum and your advocacy efforts. There are three options so you may choose which is most appropriate to your museum. These all include spots where you can insert information unique to your museum, providing the local angle craved by editors. These would be published under the joint byline of your museum director and AAM president Ford W. Bell.
Please Note: Most outlets insist that op-eds be between 700–800 words, with a preference for the lower end of that range.
General Press Release
Just as you publicize news about major donations, new exhibits and other special events, you can share news of your advocacy for museums.Thistemplateis adaptable to your needs. We emphasize the "average citizen petitions Congress" aspect of Museums Advocacy Day.
Story Ideas
Thistemplatecan be used for your communications staff to pitch stories to local media concerning your role as citizen advocates for museums on Capitol Hill and in your community.
For those participating in Museums Advocacy Day in person, we include a story by one of the publication's reporters (interviewing your advocate from Washington or before and after the event), a first person account provided by the advocate, or a photo-op featuring the advocate with the member of Congress or Congressional staff.
A professional photographer will be available during Museums Advocacy Day, or you can take your own photos. AAM can help coordinate the process of requesting the photo op with the member of Congress, clearing with the office the use of the photo and communication with media outlets.
Most major outlets now utilize Skype to record remote interviews. Should you not have access to Skype on your laptop, AAM can provide the facilities so that you can do the interview remotely.
Another tip: Local television stations also utilize Skype, even for on-air segments, so do not limit your pitches to print outlets.
Radio Pitch
Despite contractions in the industry, radio still remains a viable and effective means of getting your story out, particularly if there is an all-news radio station in your market. Our template proposes a series of interviews with your advocate, conducted while the advocate is in Washington.We also propose a radio diary of the advocate's experiences on Capitol Hill, for which AAM could also provide supporting photography for the station's website.
Member/Trustee Appeal
A
template of a letter to your members and trustees, urging them to lend their voice to your advocate's efforts during Museums Advocacy Day. This draft encourages your supporters to visit the AAM
Speak Up for Museums website where, with a few simple clicks, they can send a letter to the member of Congress you are visiting during Museums Advocacy Day.
There are a range of letters and tools (which can all be customized) to convey critical messages to Congress.
