Good Morning – This is Sam Stern and Melissa Thompson. We first want to thank you for providing your feedback on the leveraging media partners and sponsorship webinars. Based on feedback from you, we want this morning’s public relations webinar to be a working session with an open dialogue. Based on discussions with chapter leadership, we know that PR efforts vary by region. We will cover some areas that are featured in the PR Planner given to you from national and will delve deeper. Many of you may be following the PR Planner closely and have had great success – our goal is for each one of you to recognize key takeaways that are useful to you and that you can implement right away. We will be stopping at the end of each page for group discussions and questions…let’s get started
.We don’t expect that you will leave the webinar and become an overnight expert in these disciplines, You don’t need to be an expert to be effective. If we accomplish one thing in these webinars, it will be to help give you a framework and MINDSET about the resources you have at your disposal to be effectiveThink about it this way: A relationship by definition has multiple partners. Everyone brings something to the relationship, everyone wants to get something out of the relationshipTHIS IS THE FRAMEWORK TO SUCCESSFULLY LEVERAGE MEDIA, CREATE SPONSORSHIPS, PUBLIC RELATIONS AND SOCIAL MEDIA
I’ve read over the PR manual. It’s an excellent resource. Don’t get overwhelmed. Use it as a how to guide when you need to execute a specific tactic. Who is using the manual?What is most useful?What tips can you share?
You’ve developed relationships already.. Newspapers, radio, tv. If you know the salesperson, have them introduce you. Sponsors may know someongIf you don’t know anybody – here are people you can contact from the manual
OK.. Who has had success in working with local reporters?What has been successful for you in making connections and getting coverage?What types of things have you done?You may want to think about setting up Google Docs
There are multiple audiences.Who needs to know? There are multiple audiences, Sponsors, volunteers, the community, participantsHow will information we disseminated. Work backwords. Who are all the internal people that need to know Melissa….Timing is vital. Don’t alienate anyone Volunteers need to know about race information etc, so don’t release ifo the the public without first informing the volunteers (questions). Public relations is not just about media and press releases. Thisnk of it as commmunications. Newsletter may be appropriate, phone calls, etcQuestions: Does this make sense? Questions?Discussion?
There can be multiple messages – Make sure you are clear on what you want to communicateYou have many volunteers in your network. Make sure they understand what we want to communicate. Train them at meetings. Tell them to refer all comments and questions to the appropriate person.Who is authorized to speak on behalf of the organization? Very important///Never say “No Comment” If you are unsure or uncomfortable answering a question, say “I’m not sure about or I don’t have the answer to your question. I will get an answer or have someone contact you right away with the information.Questions: To our knowledge, the lead development person is the spokesperson. Do we have a spokesperson in each market? Are we training volunteers?Share any experiences that may be helpful
Melissa to talk
This is something you can be really great at. It’s right in your sweet spot. Building Media relations is just like sponsor developmentYou have already built relationships with media, sponsors, etc. Use these relationships for introductions. Don’t contact media soley for pushing information. Stay in touch, keep them informed, don’t just ask ask for articles, interviews. Suggest stories that may not be relevant to the Arthritis Foundation, but are relevant to the reporter, just to help build your relationship.Take them to lunch. Call or email to keep in touch.Silicon ValleyPosition yourself as an expert or at least a go-to person when media is looking for information. You want them to call you when they need information. Ie new breakthrough in arthritis treatment, new government regulations on fundraising., not just about races.Tell Steve jobs storyDo you have any questions?Any examples of being a resource to a reporter?
Health or family oriented (health clubs, running, outdoors cycling, kayaking mfg
PR Webinar PPT
Maximizing Your PR Efforts
Agenda• It’s time for a Mind Shift• Using National Resources• Building Media Lists• Messaging• Audiences• Be Prepared• Media Relations• Q&A
Mind Shift – New Paradigms• It’s about relationships – You date first – Build the relationship• What I want to get out of a relationship• Who do I want to talk to? – Who fulfills those needs?• What do they want to get out of a relationship?• How do I make this happen?
Use National Resources• PR Manual• Sponsorships• Social Media
Building Media Lists• Use contacts you’ve already developed• Television • Children and youth producer/reporter (relevant for JA story) • Community news producer/reporter • Health and medicine producer/reporter • News assignment editor – note: if you’re publicizing a weekend event, be sure to pitch the weekend news assignment editor • Guest booker
Building Media Lists• Radio • News director • Public service director (primarily for PSA requests) • Guest booker• Print • Calendar/events editor • Children and youth editor/reporter (relevant for JA story) • Community news editor/reporter • Health and medicine editor/reporter • Fitness and exercise editor/reporter (relevant for Let’s Move story) • Nonprofit editor/reporter • Some newspapers may have a special Sunday section with a different set of reporters and editors
Audience• Strategize• Prioritize• Match appropriate channels/media• Execute
Messaging• What is the message• Share the message• Spokesperson• Crisis management
Be Prepared• Do your research• Talking Points• Know writer deadlines• Be responsive
Media Relations• You can excel!• Use your contacts for introductions• Build relationships• Be a resource• Be aware of stories generating media coverage