Cracking the Code: Media Relations Mark Gilman President Decus Communications www.decusllc.com [email_address] Lisa Sommer Media Relations Manager Michigan Nonprofit Association www.MNAonline.org

Why Decus works for non-profits … Lighthouse of Oakland County Salvation Army American Lung Association Midwest Family Connection – Hope Hill Sphinx Organization Charlotte Rescue Mission USO Media Relations: Telling Your Story

Why Decus works for non-profits …

Lighthouse of Oakland County

Salvation Army

American Lung Association Midwest

Family Connection – Hope Hill

Sphinx Organization

Charlotte Rescue Mission

USO

Media Relations: Telling Your Story

What is your message? If the goal is to increase donor gifts by 10%, most managers rush to main-stream mediums (radio, billboard, newsletters, and telemarketing) as a solution. What sounds good on paper may not actually work in practice. This approach, utilizing for some an insider messaging, delivers a stream of messages from the organization to the targeted audience with little regard for their current circumstances. Without this understanding, the channel proposed may not be suitable for the intended audience. Media Relations: Telling Your Story

What is your message?

If the goal is to increase donor gifts by 10%, most managers rush to main-stream mediums (radio, billboard, newsletters, and telemarketing) as a solution. What sounds good on paper may not actually work in practice.

This approach, utilizing for some an insider messaging, delivers a stream of messages from the organization to the targeted audience with little regard for their current circumstances. Without this understanding, the channel proposed may not be suitable for the intended audience.

What is your message? By starting with the donor (outside-in) and their behavioral circumstances, you will effectively gain their attention, mind, and heart When generating a marketing plan, start with your donor base and work your way back to the organization. This exercise will unveil the most direct and meaningful approach to achieving your objective. You might save yourself time, energy, and valuable resources in the process! 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. Media Relations: Telling Your Story

What is your message?

By starting with the donor (outside-in) and their behavioral circumstances, you will effectively gain their attention, mind, and heart

When generating a marketing plan, start with your donor base and work your way back to the organization. This exercise will unveil the most direct and meaningful approach to achieving your objective. You might save yourself time, energy, and valuable resources in the process!

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.

What is your message? So you need to ask yourself, Is your organization’s message compelling and meaningful? A lot of nonprofits utilize volunteers or “friends” who can acquire an occasional story in the local paper or regional magazine. And unfortunately it’s usually event driven. If scarce monetary resources are one of your dilemmas, believe it or not, it’s actually less expensive to hire a marketing public relations firm to build earned media campaigns than it is to buy advertising. Media Relations: Telling Your Story

What is your message?

So you need to ask yourself, Is your organization’s message compelling and meaningful?

A lot of nonprofits utilize volunteers or “friends” who can acquire an occasional story in the local paper or regional magazine. And unfortunately it’s usually event driven.

If scarce monetary resources are one of your dilemmas, believe it or not, it’s actually less expensive to hire a marketing public relations firm to build earned media campaigns than it is to buy advertising.

What is your Value Proposition? A value proposition (elevator speech) accomplishes two strategic objectives: Defines what your organization can do better than anyone else and secondly, why that’s important to the donor. If your mission/vision statement is not clear on that point, how can the rest of your organization and donor base feel the same way? Ask your organization: Does all your collateral material mirror what you do? Are all of your people on message? Differentiators? Media Relations: Telling Your Story

What is your Value Proposition?

A value proposition (elevator speech) accomplishes two strategic objectives: Defines what your organization can do better than anyone else and secondly, why that’s important to the donor. If your mission/vision statement is not clear on that point, how can the rest of your organization and donor base feel the same way?

Ask your organization:

Does all your collateral material mirror what you do?

Are all of your people on message?

Differentiators?

Media Relations: Telling Your Story

Public Relations and Earned Media Public Relations is the means in which you get your message out in a traditional sense. TV Radio Newspapers Magazines E-newsletters New Media – blogs, social networking sites, podcasts, YouTube Earned media (or free media) is a category of Public Relations and refers to favorable publicity gained through promotional efforts other than advertising, as opposed to paid media . It’s specifically driven by positive word of mouth you don’t pay for. Either through online marketing and conversation, articles, and polling. Media Relations: Telling Your Story

Public Relations and Earned Media

Public Relations is the means in which you get your message out in a traditional sense.

TV

Radio

Newspapers

Magazines

E-newsletters

New Media – blogs, social networking sites, podcasts, YouTube

Earned media (or free media) is a category of Public Relations and refers to favorable publicity gained through promotional efforts other than advertising, as opposed to paid media . It’s specifically driven by positive word of mouth you don’t pay for. Either through online marketing and conversation, articles, and polling.

Public Relations and Earned Media Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet . The media may include any mass media outlets, such as newspaper , television , radio , and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor , editorials , and polls on television and the Internet. Media Relations: Telling Your Story

Public Relations and Earned Media

Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action, particularly on the Internet . The media may include any mass media outlets, such as newspaper , television , radio , and the Internet, and may include a variety of formats, such as news articles or shows, letters to the editor , editorials , and polls on television and the Internet.

What is your message? Overreliance on Statistics Many nonprofits rely way too much on statistics and laundry lists. "We served 900 people, fed 3,000 families, transported 2,289 seniors, etc. etc." Readers are given no context to interpret such numbers. But here’s the problem with numbers. Think of yourself as the consumer – the consumer here being donors, potential donors, politicians and people who want to give you grant money. So thinking from their perspective - Is 900 good or bad? Is 3,000 more or less than last year? Is 2,289 more than nonprofits your size in comparable communities? Such numbers are numbing, not persuasive. Nonprofits have the most compelling stories in the world to share, and when they default to such laundry lists and abstractions, they forfeit their most precious communications asset: human stories of lives changed by the nonprofit's services. Media Relations: Telling Your Story

What is your message?

Overreliance on Statistics

Many nonprofits rely way too much on statistics and laundry lists. "We served 900 people, fed 3,000 families, transported 2,289 seniors, etc. etc." Readers are given no context to interpret such numbers.

But here’s the problem with numbers. Think of yourself as the consumer – the consumer here being donors, potential donors, politicians and people who want to give you grant money.

So thinking from their perspective - Is 900 good or bad? Is 3,000 more or less than last year? Is 2,289 more than nonprofits your size in comparable communities? Such numbers are numbing, not persuasive. Nonprofits have the most compelling stories in the world to share, and when they default to such laundry lists and abstractions, they forfeit their most precious communications asset: human stories of lives changed by the nonprofit's services.

What is your message? Ask yourself, Is your organization’s message compelling and meaningful? A lot of nonprofits utilize volunteers or “friends” who can acquire an occasional story in the local paper or regional magazine. And unfortunately it’s usually event driven. If scarce monetary resources are one of your dilemmas, believe it or not, it’s actually less expensive to hire a marketing public relations firm to build earned media campaigns than it is to buy advertising. Media Relations: Telling Your Story

What is your message?

Ask yourself, Is your organization’s message compelling and meaningful?

A lot of nonprofits utilize volunteers or “friends” who can acquire an occasional story in the local paper or regional magazine. And unfortunately it’s usually event driven.

If scarce monetary resources are one of your dilemmas, believe it or not, it’s actually less expensive to hire a marketing public relations firm to build earned media campaigns than it is to buy advertising.

What is your message? I do have ONE caveat. IF you use numbers – USE SIMPLICITY. This past Easter we put out a media alert for the Charlotte Rescue Mission about Easter feeding. Three sessions, do it every year, blah, blah. A lot of non profits feed the hungry in Charlotte. But we did a little math and determined we were actually going to dole out ONE TON of food. ONE TON. No zeroes, no decimal points, no percentage points. ONE TON . Media Relations: Telling Your Story

What is your message?

I do have ONE caveat. IF you use numbers – USE SIMPLICITY.

This past Easter we put out a media alert for the Charlotte Rescue Mission about Easter feeding. Three sessions, do it every year, blah, blah. A lot of non profits feed the hungry in Charlotte. But we did a little math and determined we were actually going to dole out ONE TON of food. ONE TON. No zeroes, no decimal points, no percentage points. ONE TON .

You are a Brand Every aspect of your messaging, both visual and intangible, should specifically point to your mission. EVERY message you produce (business cards, newsletters, website, etc.) culminates into a single, brand position. Each additional layer of messages you generate are either acknowledged or disregarded by the donor based on your original pronouncement. Be mindful of the context and character your organization delivers. When you think of Overnight Package Delivery, does Fed Ex come to mind? The Ultimate Driving Machine? Does BMW sound familiar? How about Just Do It? Try Nike. UPS is my favorite example On the Non-Profit side, Breast Cancer Salvation Army Media Relations: Telling Your Story

You are a Brand

Every aspect of your messaging, both visual and intangible, should specifically point to your mission.

EVERY message you produce (business cards, newsletters, website, etc.) culminates into a single, brand position. Each additional layer of messages you generate are either acknowledged or disregarded by the donor based on your original pronouncement. Be mindful of the context and character your organization delivers.

When you think of Overnight Package Delivery, does Fed Ex come to mind? The Ultimate Driving Machine? Does BMW sound familiar? How about Just Do It? Try Nike.

UPS is my favorite example

On the Non-Profit side,

Breast Cancer

Salvation Army

Story Creation The Heroes Who are they? What are they trying to achieve? What person, historical figure or even animal might represent these heroes? The hero does not have to be you or your employees. He or she might be a supporter or someone we are trying to help. The Villains Every story needs a bad guy. Every struggle has to have a villain. Who stands in your hero's way? Are they identifiable individuals or a set of problems that can be personified in a character or person? Villains should be bad but you don't have to vilify them or personally attack other people. The Catalyst The catalyst is something or someone who shifts the balance and begins to resolve the conflict so that the hero can prevail. Who, or what, is the catalyst in your story? How can the listener of the story be the catalyst or help the catalyst to come about? Media Relations: Telling Your Story

Story Creation

The Heroes

Who are they? What are they trying to achieve? What person, historical figure or even animal might represent these heroes? The hero does not have to be you or your employees. He or she might be a supporter or someone we are trying to help.

The Villains

Every story needs a bad guy. Every struggle has to have a villain. Who stands in your hero's way? Are they identifiable individuals or a set of problems that can be personified in a character or person? Villains should be bad but you don't have to vilify them or personally attack other people.

The Catalyst

The catalyst is something or someone who shifts the balance and begins to resolve the conflict so that the hero can prevail. Who, or what, is the catalyst in your story? How can the listener of the story be the catalyst or help the catalyst to come about?

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! What is Social Media?

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!

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…

Building relationships with media and the public

Listening to what others are saying about your organization/cause/community need

Telling your story

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…

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.

Social Media Tools Social Bookmarking Photo Sharing Podcasting and Video Blogging Feed Reading & Sharing Social Networking

Social Bookmarking

Photo Sharing

Podcasting and Video

Blogging

Feed Reading & Sharing

Social Networking

What tools are you currently using? How do these tools advance your mission or support your strategic plan? What About You?

What tools are you currently using?

How do these tools advance your mission or support your strategic plan?

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.commoncraft.com A Great Resource for Basic Videos:

Social Media in Plain English 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

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

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

Connect with media through social media tools like LinkedIn, Twitter, Facebook, etc.

Opportunity to directly connect with the public – legislators, advocates, community leaders, etc.

Social Media Release (template: http://www.shiftcomm.com/downloads/smr_v1.5.pdf ) Photos – host virtually Videos – host virtually RSS feed Online Newsroom Basic Steps

Social Media Release (template: http://www.shiftcomm.com/downloads/smr_v1.5.pdf )

Photos – host virtually

Videos – host virtually

RSS feed

Online Newsroom

Campaign Example Special Olympics – Spread the Word to End the Word campaign http://www.r-word.org/ 3.8 Million Impressions 55,000 Facebook Users + 10,000 Pledges + 100 Blogs 1,200 Tweets 16,000 Video Views

Special Olympics – Spread the Word to End the Word campaign http://www.r-word.org/

3.8 Million Impressions

55,000 Facebook Users

+ 10,000 Pledges

+ 100 Blogs

1,200 Tweets

16,000 Video Views

Examples – Nonprofits Using Social Networking Sites Facebook causes - Lupus Foundation http://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/ Lupus Foundation increased online donations by 790% Special Olympics http://www.facebook.com/SpecialOlympics Facebook App - Nature Conservancy & Lil Green Patch http://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

Podcasting and Video A program made available as a downloadable digital file. Typically a collection of all shows or episodes of a particular program series. Videos can be uploaded to sites like YouTube. To capture podcast – download to computer or MP3 player Opportunity to tell your story in your words! YouTube Nonprofit Channel – apply if you qualify! http://www.youtube.com/nonprofits Call to action overlay Donate button

A program made available as a downloadable digital file. Typically a collection of all shows or episodes of a particular program series.

Videos can be uploaded to sites like YouTube.

To capture podcast – download to computer or MP3 player

Opportunity to tell your story in your words!

YouTube Nonprofit Channel – apply if you qualify! http://www.youtube.com/nonprofits

Call to action overlay

Donate button

Examples Charity: water – raised $10,000 from YouTube overlay http://www.youtube.com/watch?v=DEnlrE4iMBU The Hiedelberg Project – campaign launched this week http://www.youtube.com/watch?v=gHGZPgPWw1M&feature=autoshare_twitter Special Olympics - Spread the Word to End the Word campaign http://www.r-word.org/ Southeastern MI Community Foundation: http://www.youtube.com/user/TheCFSEM

http://www.youtube.com/nonprofits YouTube Nonprofit Channel Program

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 or http://www.youtube.com/watch?v=NN2I1pWXjXI

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

or

http://www.youtube.com/watch?v=NN2I1pWXjXI

Example - Blogs Carbonfund.org: http://www.carbonfund.org/blog/about-us/carbonfundorg-reaches-1000-followers/ Michigan Nonprofit Association http://mnaonline.wordpress.com/ -Can contain a fundraising widget for raising money

Carbonfund.org:

http://www.carbonfund.org/blog/about-us/carbonfundorg-reaches-1000-followers/

Michigan Nonprofit Association

http://mnaonline.wordpress.com/

-Can contain a fundraising widget for raising money

Microblogging A form of blogging comprised of user-created brief updates ~ 140 characters The truncated nature of the updates allows for less sifting and faster, more direct transmission of information Can be used as a sounding board, peer forum, news feed, etc. Must be interactive! Relationship building!

A form of blogging comprised of user-created brief updates ~ 140 characters

The truncated nature of the updates allows for less sifting and faster, more direct transmission of information

Can be used as a sounding board, peer forum, news feed, etc. Must be interactive!

Relationship building!

Twitter in Plain English http://commoncraft.com/twitter or http://www.youtube.com/watch?v=ddO9idmax0o TwitCause http://twitter.com/TwitCause Twestival http://twestival.com/get-involved/

Charity: water http://www.charitywater.org/media/twitter_backgrounds.htm Special Olympics - Spread the Word to End the Word Campaign http://twitter.com/FanCommunity Grand Rapids GiveCamp http://twitter.com/grgivecamp Carbonfund http://twitter.com/carbonfundorg Example

Charity: water http://www.charitywater.org/media/twitter_backgrounds.htm

Special Olympics - Spread the Word to End the Word Campaign http://twitter.com/FanCommunity

Grand Rapids GiveCamp http://twitter.com/grgivecamp

Carbonfund http://twitter.com/carbonfundorg

Photo Sharing Photos can be uploaded to sites like Flickr, Picasa, Photobucket; tagged Grouped shared Tagging allows photos to be organized by subject matter Groups allow multiple users to upload photos that share a common theme Examples: http://www.flickr.com/people/39938299@N05/

Photos can be uploaded to sites like Flickr, Picasa, Photobucket;

tagged

Grouped

shared

Tagging allows photos to be organized by subject matter

Groups allow multiple users to upload photos that share a common theme

Examples: http://www.flickr.com/people/39938299@N05/

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://www.flickr.com/MNAOnline Photo Sharing

What Is Social Bookmarking? vs. + + Traditional bookmarking Social bookmarking

SERVE STRENGTHEN TRANSFORM COMMUNITIES http://delicious.com/MNAOnline

Social Bookmarking – How Can It Be Used?

Examples 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/

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 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

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

Thank you! Mark Gilman President Decus Communications [email_address] Lisa Sommer Media Relations Manager Michigan Nonprofit Association [email_address]

Mark Gilman

President

Decus Communications

[email_address]

Lisa Sommer

Media Relations Manager

Michigan Nonprofit Association

[email_address]