CIL Outreach Manual
III. Marketing and Public Relations

Utilize the needs and issues identified of the targeted population and incorporate these issues into the Center for Independent Living’s (CILs) Strategic Plan. Based on the feedback, develop a public relations campaign using the information and suggestions gathered.

• Create outreach materials which target the needs of a specific population segment.
• Create materials which identify common issues that cut across all potential CIL consumers.
• Communication is developed in a way that is accessible to the target group. All information (letters, brochures, applications, etc.) should:
• Be written at a reading level that is easy to understand.
• Avoid acronyms and ‘’professional phrases’‘ that are not easily understood by the intended audience (i.e., what does ILS or ‘independent living skills’ mean?).
• Be written in a language that can be understood (i.e., everyday Spanish, not necessarily the courses they taught in school).
• Be accessible in a variety of formats; Braille, large print, tape and disk.
• Be provided in Spanish and English when targeting the Latino community.
• Identify qualified persons who can edit and proof materials in Spanish, Chinese, or other languages.
• Monitor the effectiveness of your public relations campaign by reviewing your service demographics and by talking to representatives of your target population.

If you provide information in another language, ensure staff is readily available to communicate effectively. There should also be a process in place to address language issues.

1. Working with the General Public:

Develop and implement a strategy to get information to the general public in a CIL service area that is accurate and cost-effective.

a) Public Relations Strategy:
Create a media package which clearly identifies the CIL’s mission, services and programs. You should also develop a plan. The media package should clearly understand and articulate the mission, services, and activities of your CIL. The plan should include:

i) Training for board and staff to interact with media .
ii) Designate a lead person to provide public information.
iii) Develop and maintain personnel relationships with local media people (reporters, staff, public and private individuals who may have access to the media).
iv) Make sure that the CIL reacts to issues that affect people with disabilities.

Keep copies of press releases, newspaper articles, televisions and radio spots. These will help build a community history of your organization and gives you feedback on better ways to get the word out.

b) Enhancing Your Public Relation Strategies:

i) Respond to issues which are hot or controversial in the local media. Include issues which affect unserved and underserved populations before you attempt to address the independent living issues. This will allow you a greater opportunity to gain your targeted communities trust.
ii) Look for opportunities to utilize existing mailings, (i.e.: banks, utility companies, Chamber of Commerce and other organizations).
iii) Look for creative ways to develop partnerships in your advertising, (e.g., get a local College or University to donate time, materials and students to develop a local commercial or Public Service Announcement (PSA) for your CIL.
iv) Create opportunities through radio, TV, and newspapers on a regular basis. For example:

1) Regular disability information segments (on a local television magazine show or local radio program).
2) A regular disability program on public television.
3) A regular column in a local newspaper or newsletter.
4) CILs could also use their own monthly calendars and newsletters to share information.
5) Take advantage of state and federal laws requiring media organizations to give free time and PSAs to local not-for-profit organizations. Be sure to talk about (and perhaps negotiate) when the PSA will be aired.
6) Establish a link with an organization to produce a disability issues program on public television or radio.

v) Conduct research to locate good, generic videos (short commercials or 30 minute cable programs) on what a Center for Independent Living does. Review and select a video for possible distribution to local television and cable stations.

vi) Research the possibility of having a foundation underwrite the cost of purchasing or producing a generic video for Illinois CILs (something CILs could get aired locally, that would identify their center by name, address and phone number).

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