Understanding Today’s Media to Get Attention for Your
Organization
1
Lisa SommerMedia Relations ManagerMichigan Nonprofit Associationwww.MNAonline.org
• Planning• Effective outreach• Tools and techniques
Expectations for today
• Building relationships with media and the public
• Listening to what others are saying about your organization/cause/community need
• Telling your story
Many Things Won’t Change…
• Photo Sharing (Flickr)• Video Sharing (YouTube)• Social Networks (MySpace, Facebook,
LinkedIn)
*Social media will help you enhance traditional Public Relations efforts you are already doing.
The Tools Will Likely Change…
Media Relations:The act of involvement with various
media for the purpose of informing the public of an organization’s mission, policies and practices in a positive, consistent and credible manner.
New media tools such as blogs, podcasts, Facebook, etc. have changed the face of public and media relations.
Defining Media Relations
• Definition: “the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.”
- Ben Parr
http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition
• In other words, social media describes the tools people use and the ways people share ideas online.
• It’s about relationship building!
Defining Social Media
Get Their Attention
• Be a resource• Provide resources through Online
Newsroom• Send a media packet/media kit• Set up an informational meeting• Invite to visit your office/center – see
the program(s) at work• Outreach with emails and phone calls• Develop a media list and keep a log of
your interactions
Building the Relationship
• Connect with media through social media tools like LinkedIn, Twitter, Facebook, etc.
• Opportunity to directly connect with the public – legislators, advocates, community leaders, etc.
Building the Relationship Virtually
• Develop a communications calendar for your organization• Develop a media list• Online Newsroom through organization’s web site
– www.mnaonline.org/pressroom– http://www.artservemichigan.org/ – http://www.habitatmichigan.org/news
• Monitor editorial calendars and take note of possible story ideas
• Monitor what people are saying about your organization
• !
• But here’s the caveat – new donors vs. current donors -Reliance on current donors without developing new donors (pipeline) is death for any non profit.
Planning
• Media outlets – TV, print, radio, blogs, e-newsletters, etc.
• Contacts – beat, best way to reach them, appropriate time to reach them
• Circulation/coverage• Audience reached
Media List
Typically developed for members of the media, but be aware that anyone can and will access the web page.
• Appropriate media contact(s)• Current media releases/media advisories• Current media coverage• Organization Fact Sheet• PSAs for current and past campaigns• Links to blogs, video, photos, podcasts, social
networking accounts, etc • Provide RSS feed • Logo usage
Online Newsroom
MNA Press Room
MNA Press Room
Resources for Monitoring & Listening
Help A Reporter Out (HARO)
www.helpareporter.com
Google Alerts
TweetBeep or TweetDeck
http://tweetdeck.com/beta/
http://tweetbeep.com/
Twitter Search
MI Newsline
Communicating with Traditional and New Media
Remember television is visual – What visual elements can a television reporter expect?
• Media Release – send one to two weeks out• Media Advisory – send day before or by 7 a.m. day of• Morning meetings at 9 or 9:30 a.m.• Follow up call around 10:00 a.m. or 2:00 p.m.• Determine if they accept PSAs• Never call during a news cast!
Television
• Planning editors• Assignment editors• Producers of specific shows• Reporters – what are their special interests?
Television contacts
• Be aware of print deadlines – day of week and/or time of day
• Prefer email, call or fax• Media Release – send two to three weeks out
pending publication deadlines• Media Advisory – send day before or by 7 a.m. day
of• Editorial Board meeting• Follow up call around 10:00 a.m. or 2:00 p.m.• Does publication accept reader submissions?
Stories, photos, videos• Do not call when nearing deadline
Print (newspaper, magazine, etc)
• City editor• Business editor• Editorial page editor• Columnists who cover your issue• Photo editor• Nonprofit reporter
Print Contacts
• Call or email between 7:30 and 8:30 a.m. or after 10 a.m.
• Know the audience the station reaches• Know the programming – are there interview
opportunities?• Determine if they accept PSAs
Radio
• News directors• Assignment desk staff• Show producers
Radio Contacts
Blogs
•Web site usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. •Reverse-chronological order•Ability for feedback•Opportunity to tell your story in your words!
Blogs in Plain English:http://commoncraft.com/blogs
orhttp://www.youtube.com/watch?v=NN2I1pWXjXI
If your organization is considering a blog:
• Staff – directors of specific programs, CEO, etc• Volunteers• Board Chair
Blogs to follow/reach out to:• Media friends• Community leader(s)• Legislators• Individuals passionate about your cause/issue• Other organizations with similar missions/issues
Potential Bloggers
Example - Blogs
Carbonfund.org: http://www.carbonfund.org/blog/about-us/carbonfundorg-reaches-1000-followers/
Michigan Nonprofit Associationhttp://mnaonline.wordpress.com/
-Can contain a fundraising widget for raising money
Tools and Tactics
Communication Tools
New Media Tools
• Social Bookmarking
• Photo Sharing
• Podcasting and Video
• Blogging
• Feed Reading & Sharing
• Social Networking
http://commoncraft.com/socialmedia or
http://www.youtube.com/watch?v=MpIOClX1jPE
www.diosacommunications.com/nonprofit.htm - Various guides and webinars to online social media sites for nonprofit organizations
Social Media in Plain English
• Remember it’s not just media that read the releases• Do not send as email attachment• City and date of media release origin• Easy to find media contact information• Lead sentence – why it matters• Utilize effective and appropriate quotes• Organization boilerplate near bottom• Limit to 1 page (Printed or email screen) unless
absolutely necessary• Provide links within text – most will read the release via
email or your online newsroom• Incorporate social media tags, videos, photos if possible
Social Media Release template: http://www.shiftcomm.com/downloads/smr_v1.5.pdf
Organizing Media Releases
Organizing Media Releases
• Invitation or announcement to media• City and date of origin• Clear bullets: what, when, where, who• VIPs in attendance• Interview or photo opportunities• Links to more information on your Web site• Organization boilerplate• Media contact information
Organizing Media Advisories
• Article title• Author• Date published• Word count
• If maximum word count is unknown, keep less than 300
• Submit with author headshot
Organizing Letters to the Editor
• Effective title• Word count
• If maximum word count is unknown, keep less than 600
• Submit with author headshot• Include brief bio of author
Organizing Op-Eds
• Be clear, concise and conversational• Active voice and present tense• Include way for listener or viewer to obtain more
information• Provide multiple lengths
• 15 seconds• 30 seconds• 60 seconds
Public Service Announcements
Northsky Nonprofit Networkhttp://www.northskynonprofitnetwork.org/
Michigan Nonprofit Associationwww.mnaonline.org
Video explanations of new technologies -www.commoncraft.com
Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com/blog/
Blue Avocado blog –http://www.blueavocado.org/
Resources
SERVE STRENGTHEN
TRANSFORM COMMUNITIEShttp://delicious.com/MNAOnline
Social Bookmarking – How Can It Be Used?
Examples – Nonprofits Using Social Networking Sites
Facebook causes - Lupus Foundationhttp://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/ Lupus Foundation increased online donations by 790%
Special Olympicshttp://www.facebook.com/SpecialOlympics
Facebook App - Nature Conservancy & Lil Green Patchhttp://www.facebook.com/apps/application.php?id=7629233915#/apps/application.php?id=7629233915&v=info&viewas=0 $210,000 donated total by the Lil Green Patch community
Examples of Organizations Using New Media Tools
Special Olympics: Spread the Word to End the Word www.r-word.org
The Heidelberg Project http://heidelberg.org • Facebook:
http://www.facebook.com/HeidelbergProject • Twitter: http://twitter.com/HeidelbergProj • Flickr: http://www.flickr.com/photos/40887152@N07/
Lupus Foundation of America http://www.lupus.org/newsite/index.html
• Twitter: http://twitter.com/LupusOrg • Facebook: http://apps.facebook.com/causes/1510 • Blog: http://lfa-inc.blogspot.com/ • Flickr:
http://www.flickr.com/photos/lupusfoundationofamerica/sets/
Examples of Organizations Using New Media Tools
Carbonfund www.carbonfund.org• Blog: http://www.carbonfund.org/blog/ • Twitter: http://twitter.com/Carbonfundorg • Facebook: http://www.facebook.com/carbonfund
Community Foundation for Southeast Michigan http://www.cfsem.org/
• YouTube: http://www.youtube.com/user/TheCFSEM • Facebook:
http://www.facebook.com/nonprofits#/pages/Community-Foundation-for-Southeast-Michigan/123865660803?ref=ts
• Twitter: http://twitter.com/cfsem
Web site: www.MNAonline.orgBlog: http://MNAonline.wordpress.comTwitter: @MNAonline
Where this presentation is located:http://www.slideshare.net/MNAonline
Thank you!
Lisa SommerMedia Relations ManagerMichigan Nonprofit [email protected]