Ofbci media slideshow (for december 1, 2011)

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Presentation given on December 1, 2011 to Indiana AmeriCorps program directors about media relations and media usage to get the word out about your program

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Ofbci media slideshow (for december 1, 2011)

  1. 1. <ul><li>It’s you versus them , right? </li></ul><ul><li>Derek Trovillion </li></ul><ul><li>Director of Marketing and Communications </li></ul><ul><li>Indiana Office of Faith-Based and Community Initiatives </li></ul>Your program the media vs.
  2. 2. <ul><li>Take a few minutes to reflect upon, report upon, and assess the various tools in your media toolbox </li></ul>Stick your strategy
  3. 3. <ul><li>Past areas people have asked about: </li></ul><ul><ul><li>Generating content </li></ul></ul><ul><ul><li>Member recruitment </li></ul></ul><ul><ul><li>Branding / rebranding / consistent messaging </li></ul></ul><ul><ul><li>Your questions or areas of interest? </li></ul></ul>Where do you want more depth?
  4. 4. <ul><li>Build morale, promote positive buzz </li></ul><ul><ul><li>Donors, staff, volunteers, journalists </li></ul></ul><ul><li>Tell our story </li></ul><ul><ul><li>Use statistics, outcomes </li></ul></ul><ul><li>Share media </li></ul><ul><ul><li>Display video / images / graphics that prop up your org </li></ul></ul><ul><li>Engage your audience </li></ul><ul><ul><li>Questions / surveys / exchange of information </li></ul></ul><ul><ul><li>Make it genuine. Make it real. Follow through. </li></ul></ul>Why build up our media efforts?
  5. 5. <ul><li>Potential members (looking for benefits, purpose) </li></ul><ul><li>Potential volunteers (looking for fulfillment, engagement) </li></ul><ul><li>Potential funders (looking for ROI – and perhaps some of the other things) </li></ul>Media audience
  6. 6. <ul><li>Don’t delay* </li></ul><ul><ul><li>When you generate a report, or when a staff member sees an interesting statistic that helps your cause, use it </li></ul></ul><ul><li>What are the trends? </li></ul><ul><ul><li>A look over the long-run gives your org good indication of where you/your community are going </li></ul></ul><ul><li>Engage others with statistics </li></ul><ul><ul><li>You may provide inspiration to journalists </li></ul></ul><ul><ul><li>You may convey urgency or greater need to donors </li></ul></ul><ul><ul><li>You advance your PR by showing the significance </li></ul></ul>Use your statistics
  7. 7. <ul><li>Traditional media </li></ul><ul><li>Social media </li></ul><ul><li>New media </li></ul><ul><li>Media calendar / internal organization / planning </li></ul>Turning tactics into strategy
  8. 8. <ul><li>Earned media vs. paid media </li></ul><ul><li>Methods: Press releases, Press advisories, OpEds, Letters to the Editor </li></ul><ul><li>Medium: Newspapers, Radio, Television </li></ul>Traditional media
  9. 9. <ul><li>Quality (professionalism) </li></ul><ul><li>Structure (inverted pyramid) </li></ul><ul><li>Purpose (focus, relevance) </li></ul><ul><li>Consistency (develop your voice) </li></ul><ul><li>Timeliness (ride waves of buzz, or create buzz) </li></ul><ul><li>Persistence (try and try again) </li></ul>Press releases / advisories / OpEds
  10. 10. Follow through
  11. 11. <ul><li>Send thank you messages </li></ul><ul><ul><li>Via social media </li></ul></ul><ul><ul><li>Via email </li></ul></ul><ul><ul><li>Phone calls </li></ul></ul><ul><li>If you promise to provide more information, do it. If you can’t, be up front about it </li></ul><ul><li>Call and follow up about stories – be a squeaky wheel </li></ul>Follow through
  12. 12. Social media <ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Google Plus </li></ul><ul><li>FourSquare </li></ul><ul><li>Pinterest </li></ul><ul><li>Many others as well </li></ul>
  13. 13. Making social media easier <ul><li>Automate it (HootSuite, Tweet Buffer, mobile apps) </li></ul><ul><li>Create a quick guide (or find one on the web) </li></ul><ul><li>Keep it simple </li></ul><ul><li>Follow similar organizations / people, learn from them </li></ul><ul><li>Get yourself comfortable with the protocol </li></ul>
  14. 14. Demographics of social media
  15. 15. Demographics of social media
  16. 16. Principles of social media <ul><li>It’s social! Incorporate that in how you use it. </li></ul><ul><li>To get full use you must explore its searchability </li></ul><ul><li>Using social media will help message formulation </li></ul><ul><li>Routinely use it as a medium for instant sharing </li></ul><ul><li>Your success/popularity will hinge upon engagement </li></ul><ul><li>To get full use you must cross post, cross reference, and use a variety of complementing media </li></ul><ul><li>Social media is a barometer for trends </li></ul><ul><li>At the least, it aids your Search Engine Optimization </li></ul>
  17. 17. Pitfalls in social media <ul><li>Criticizing </li></ul><ul><li>Politicizing </li></ul><ul><li>Over-share </li></ul><ul><li>Unprofessionalism / flippancy </li></ul><ul><li>Graying lines between personal / professional </li></ul>
  18. 18. <ul><li>E-Newsletters </li></ul><ul><li>Blogs </li></ul><ul><li>Website </li></ul><ul><li>YouTube </li></ul><ul><li>Flickr </li></ul><ul><li>SlideShare </li></ul><ul><li>Podcasts </li></ul>New media and other outreach
  19. 19. <ul><li>Interesting content </li></ul><ul><li>Links to sources, interesting media </li></ul><ul><li>Interconnectedness </li></ul><ul><li>Relevance </li></ul><ul><li>Search engine optimization </li></ul><ul><li>Information from guests, affiliates, community partners </li></ul><ul><li>Putting your message out without needing journalists </li></ul>Principles of new media
  20. 20. Website accessibility
  21. 21. <ul><li>How complex is your home page? </li></ul><ul><li>Do you have visible links to social media? </li></ul><ul><li>Does it spur visitors to take an action? </li></ul><ul><li>Does it reflect your mission/vision/objectives? </li></ul><ul><li>What kind of visuals do you have? </li></ul><ul><li>How is it organized? </li></ul>Website accessibility
  22. 23. Visuals / references for media
  23. 25. <ul><li>Good visuals </li></ul><ul><li>Can supplement media pieces </li></ul><ul><li>Batch Geo </li></ul><ul><li>Client populations </li></ul><ul><li>Donors </li></ul>Google maps
  24. 26. <ul><li>Work backwards from a future date </li></ul><ul><li>Start with significant dates (program events, holidays, community activities) </li></ul><ul><li>Staff input (be sure to approach this in controlled stages though, if possible) </li></ul><ul><li>Why use a media calendar? </li></ul><ul><ul><li>General outline, deadlines, reinforcement of each effort, coordination, and transparency </li></ul></ul><ul><li>Transition from tactical to strategic </li></ul>Media calendar
  25. 27. <ul><li>Activity time! </li></ul><ul><li>Create a sample media calendar </li></ul>Media calendar

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