Maximizing)Your)Public) Rela4ons)Strategy)for) Success · •Incorporate social media links: Share...

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Maximizing Your Public Rela4ons Strategy for Success Tac4cs for Non Profit Organiza4ons

Transcript of Maximizing)Your)Public) Rela4ons)Strategy)for) Success · •Incorporate social media links: Share...

Page 1: Maximizing)Your)Public) Rela4ons)Strategy)for) Success · •Incorporate social media links: Share on Twitter, Facebook 5)Email)Tac4cs)Notto)Forget Really)Thank)Your)Supporters)–notjustathank)you)butwith)info)on)how)their)

Maximizing  Your  Public  Rela4ons  Strategy  for  

Success    

Tac4cs  for  Non  Profit  Organiza4ons        

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Public  Rela4ons  is  Human  Rela4ons  

•  The  main  goal  of  PR  is  to  enhance  your  company  or  non-­‐profit’s  reputa4on  and  community  presence.  

•  Strategic  planning  and  u4liza4on  of  every  possible  communica4on  tool  will  increase  your  visibility  and  exposure.  

•  Communica4on  tools  must  be  integrated  across  all  mediums  to  maximize  your  efforts.  

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What’s  in  Your    Communica4ons    

Toolbox?    

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Today’s  PR  Tools  •  Public  Rela4ons:  Media  Rela4ons  •  Press  Releases,  Media  Advisory  •  Calendar  Pos4ng  of  special  events  •  Paid  Adver4sing  Print  &  Online  •  Tapping  BOD,  members,  exis4ng  audiences    •  Website,  Blog  •  E-­‐mail  marke4ng,  E-­‐NewleSers  •  Social  Media  PlaTorms:  Facebook,  TwiSer,  Instagram  •  Special  Events,  Eventbrite  •  Society  Post-­‐Press  •  Mobile  applica4ons    

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Core  Messaging  Principles    •  Content  Control  –  take  control  of  your  message  and  how  its  distributed.    

•  Connect  the  Dots  –  make  sure  all  your  informa4on  is  integrated,  consistent  and  clear.  

•  Wear  Your  Personality  –  don’t  be  a  corporate  en4ty  –  be  a  passionate  “people”  with  a  goal.      

•  Align  with  your  Brand  vision  and  mission  

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Content    •  Website  –  visually  appealing,  easy  to  navigate,  news  room,  event  sec4on,  email  capture,  social  media  links  

•  Email  Database  –  update  con4nuously,  engage  supporters;  Mail  Chimp,  Constant  Contact    

•  Social  Media  –  Create  weekly  posts,  use  photos,  hashtags,  and  links,  @journalistname  

•  Media  Rela4ons  –  build  your  list,  deploy  to  beat  reporters,  follow/like  on  social  media    

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Media  Outlets  and  Reporters  

•  Create  a  media  database  of  the  media  outlets  in  your  geographic  area,  regional  area,  statewide  and  na4onal  

•  Cision’s,  Meltwater  have  media  list  building  capabili4es  

•  Key  in  the  “beat  reporters”.  Culture,  Food,  Community  News,  Local,  TGIF,  etc.  

•  Be  vigilant  about  upda4ng,  journalist  are  very  fluid  

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Be  Strategic  

•  Plan  in  advance  –  3,  6,  12  month  targets  •  An4cipate  unplanned  opportuni4es  •  Integrate  all  of  your  external  communica4on  •  Align  with  sponsors  and  partners  •  Review  editorial  calendars,  calendar  post  deadlines  for  print,  and  online  

•  Create  tac4cs,  and  follow-­‐through  

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Press  Release  &  Pitch  

•  Script  press  releases  to  be  short  and  concise  •  Plan  long  lead  4me  for  magazines:  4  –  6  months  in  advance.  Daily’s  5  –  8  weeks  

•  Solid  pitch  with  why  your  story/event  deserves  priority  considera4on  

•  Be  familiar  with  who  your  pitching.  Research  their  recent  stories.  Follow  on  social  media  

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Media  Pitch  

•  ID  reporters  who  cover  your  industry  •  Develop  the  pitch,  never  wing  it  •  Create  engaging  angle,  why  now,  who  cares?  •  Call  reporter,  send  press  release,  info,    •  Follow-­‐up,  pleasant  persistence  pays  off  •  Post  with  link  on  Facebook,  TwiSer,  @journalist  

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 Press  Kit  •  Fact  Sheet,  background,  loca4on,  etc.  •  Bio’s  on  leadership,  honorary  chairs,  etc.  •  Annual  event  list,  dates,  contact,  informa4on  •  Short  paragraphs  on  key  programs,  awards  •  Media  contacts,  website  URL,  social  media,  etc.  

•  Photo  library:  USB,  or  Dropbox  link  •  Collateral  pieces,  printed  materials  

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Social  Media  Integra4on  is  Essen4al    

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facebook    

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 Use  A  Facebook  Page  for  your  nonprofit,    

Not  a  Group    

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Ask  for  Facebook  LIKES  1)  Ask  followers  to  like  your  update  to  improve  

engagement  2)  Post  photos  of  your  supporters  and  

influencers.  Tag  photo  ID’s  5)  Add  Event  landing  page  and  send  invites  to  

followers  6)  Encourage  follows/volunteers/ambassadors  

to  leverage  events  through  their  followers  

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•  Use  Landing  Pages  on  Facebook  for  events,  premier  ac4vi4es,  or  special  features  

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Advanced  Search  to  find  experts,  expand  networks,  and  build  new  partnerships  Post  a  ques4on  and  solicit  feedback  from  subject  maSer  experts  and  other  non-­‐profits  Start  a  LinkedIn  Group  and  encourage  members  to  become  an  ambassador  for  you  and  build  credibility  on  their  profile  for  your  organiza4on  

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YouTube  Nonprofit  Program  

Capture  the  essence  of  your  organiza4on  on  YouTube.  Tell  your  Story.    Become  a  YouTube  Nonprofit  Partner    

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TwiSer  Post  2-­‐3  Times  Daily  

Research, follow relevant media. Use Photos, Visuals & Hashtags Retweet relevant media posts. Like. Shout outs for coverage

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Instagram  

•  500  million  users  interact  with  visual  content  •  Create  a  strategy,  and  a  flow  •  Iden4fy  and  follow  influencers  and  media  •  Review  and  Like  influencer  account  posts  •  Post  once  or  twice  a  day  to  build  a  presence  •  Good  content  and  great  photography  are  key  •  Research,  and  use  popular,  relevant  #hashtags  

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Instagram    

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Instagram  

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Use  a  free  e-­‐mail  delivery  system,  such  as  MailChimp  to  connect  with  supporters.    

E-­‐mail  Marke4ng  Delivers  –  Grow  Your  List  Constantly  

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E-­‐News  &  Event  E-­‐Blasts  

• Write subject line first – Short and clever • Keep to 350 words or less • Consider the tone – make it friendly and warm • Use multiple calls-to-action, hyper-links to website, ticketing • Personalize with first name • Use quality art and images – watch copyrights • Leave white space • Incorporate social media links: Share on Twitter, Facebook

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5  Email  Tac4cs  Not  to  Forget  Really  Thank  Your  Supporters  –  not  just  a  thank  you  but  with  info  on  how  their  support  helps  you.      Encourage  them  to  share  –  word  of  mouth  and  personal  recommenda4ons  are  the  most  powerful      Get  Feedback  –  Use  polls,  surveys,  forms  and  other  methods  of  feedback  to  show  them  you  value  their  opinion.  You  can  also  elicit  tes4monials  to  post  on  your  website    Connect  with  social  media  –  Share,  ask  for  the  like,  and  tell  them  what  you’ll  provide  that  is  worth  paying  aSen4on  to.      Link  to  your  website  –  Link  cons4tuents  to  your  site,  and  give  them  easy  links  back  to  important  pages  on  your  website  like  your  events  calendar,  and  dona4on  page.                  

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Closing  Comments  

•  PR  increases  credibility  •  PR  builds  iden4ty  and  reinforces  your  brand  •  PR  increases  goodwill  •  PR  is  cost  effec4ve  •  PR  increases  visibility  •  PR  generates  name  recogni4on  •  PR  broadens  your  message  

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Thank  you!  


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