Understanding Todays Media to Get Attention for Your Organization
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Understanding Todays Media to Get Attention for Your Organization



In today’s fast-paced environment, it’s hard to keep up with tactics to reach the newsroom desk or blogger computer screen. In this workshop, we will discuss traditional and new media outlets and ...

In today’s fast-paced environment, it’s hard to keep up with tactics to reach the newsroom desk or blogger computer screen. In this workshop, we will discuss traditional and new media outlets and how to develop relationships with the media to build awareness of your organization.



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  • Social media is not replacing traditional media and public relations – it’s enhancing it
  • A contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order Can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
  • Causes, Groups, Fan Page www.facebook.com/nonprofits

Understanding Todays Media to Get Attention for Your Organization Understanding Todays Media to Get Attention for Your Organization Presentation Transcript

  • 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
    • 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.
    • 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!
    • 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
    • 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
    • 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
  • 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
  • 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 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/
  • 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/
  • 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.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]