Understanding Today’s Media to Get Attention for Your Organization Lisa Sommer Media Relations Manager Michigan Nonprofit Association www.MNAonline.org

Planning Effective outreach Tools and techniques Expectations for today

Planning

Effective outreach

Tools and techniques

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.

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

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.

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

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!

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

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

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.

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

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.

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

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

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

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

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

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!

Planning editors Assignment editors Producers of specific shows Reporters – what are their special interests? Television contacts

Planning editors

Assignment editors

Producers of specific shows

Reporters – what are their special interests?

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)

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

City editor Business editor Editorial page editor Columnists who cover your issue Photo editor Nonprofit reporter Print Contacts

City editor

Business editor

Editorial page editor

Columnists who cover your issue

Photo editor

Nonprofit reporter

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

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

News directors Assignment desk staff Show producers Radio Contacts

News directors

Assignment desk staff

Show producers

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

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

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

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

Tools and Tactics

Communication Tools

New 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

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

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

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

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

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

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

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

Article title

Author

Date published

Word count

If maximum word count is unknown, keep less than 300

Submit with author headshot

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

Effective title

Word count

If maximum word count is unknown, keep less than 600

Submit with author headshot

Include brief bio of author

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

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

Northsky Nonprofit Network http://www.northskynonprofitnetwork.org/ Michigan Nonprofit Association www.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

Northsky Nonprofit Network

http://www.northskynonprofitnetwork.org/

Michigan Nonprofit Association

www.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/

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

Social Bookmarking – How Can It Be Used?

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

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/

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

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.org Blog: http://MNAonline.wordpress.com Twitter: @MNAonline Where this presentation is located: http://www.slideshare.net/MNAonline Thank you! Lisa Sommer Media Relations Manager Michigan Nonprofit Association [email_address]

Web site: www.MNAonline.org

Blog: http://MNAonline.wordpress.com

Twitter: @MNAonline

Where this presentation is located:

http://www.slideshare.net/MNAonline

Lisa Sommer

Media Relations Manager

Michigan Nonprofit Association

[email_address]