not for profits and the media
Scope        why work with the media?        opportunities        know the media        be newsworthy        prepare media...
Communications plan             communications goals             Audiences             messages             delivery syste...
Why work with media?promote servicesattract clientsincrease credibilityinternal recognitionit’s free!
Risks and benefitsBenefits•   cost•   credibility•   reach•   reputation•   crisis preparationRisks•   no control over out...
media opportunities
Advertising• cost• control• reach• frequency• credibility
Editorialstoriesfeaturesopinion piecesletters to the editorcredibility
Advertorial• advertising + story• supplements• smaller outlets• credibility
get to know the media
Newspapersmedium of recordpublish regularlydrives the news cyclemost likely to follow through
Newspaper opportunitiesgeneral newsspecial sectionscolumnsletters to the editoropinion-editorialwhat’s on diariessocial pa...
Magazines and supplements
Radio24/7 operationsinformation hungrylocalconvenient
Radio OpportunitiesNewsevery half-hoursix to eight stories @ 30-40 secondsMorning/drive time showspopular with commutersmo...
Televisiondramatic mediasight, sound, action, colour to convey emotionboils down complex storiesdeadlines rulecelebrities ...
TV opportunitiesnewscurrent affairs• ABC Stateline• Sunday morning programsthemed programs
Know who to approach“Maggie   Gees”deadlinesspecial needs
which media works for you?
Be newsworthy
What attracts the media   Newsworthy                     Calendar Dates                 Topical Issues
Newsworthiness                 different                 first time                 local                 trending        ...
New or variations
Use Canberra’s calendarJanuary                       February             March                    AprilNew Year resolutio...
Trends
Celebrities
How newsworthy are you?
media tools
Story bankgather newsworthy storiesdivide into genresrefresh and recycle
Start a story bank accountstories from staff and volunteersslice and dicequalify the story                                ...
Supporting your storyinfo-graphics (charts, graphs, diagrams)published news storyImagesvideoaudiotip sheetsonline links
Imagesimagesfile footagelogostech specs (hi-res)
A little bit fancycompetitionsite visitdemonstrationimmersion
Media documents                  media release                  media alert                  media backgrounder           ...
media releasespersonalitieseventsissues
pitch the media
Face to face works best                          20 minutes appointment                          who attends              ...
Phone Pitch              call a specific journalist              say something interesting              why it is relevant...
Pitch by letter
Email pitch                Subject line              subject line                One screen              one screen       ...
measure and follow-up        Tidying up
Say thanks
Summary          know the media          be newsworthy          use media tools          pitch the media          measure ...
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
How Not For Profits Earn Media Attention
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How Not For Profits Earn Media Attention

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The media can be the not for profit's best friend. This workshop explores how to win media coverage and was delivered to eight leading not for profits in Canberra on 15 Nov 2012

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How Not For Profits Earn Media Attention

  1. 1. not for profits and the media
  2. 2. Scope why work with the media? opportunities know the media be newsworthy prepare media tools pitch the media measure and follow-up
  3. 3. Communications plan communications goals Audiences messages delivery systems media timeframe budget track
  4. 4. Why work with media?promote servicesattract clientsincrease credibilityinternal recognitionit’s free!
  5. 5. Risks and benefitsBenefits• cost• credibility• reach• reputation• crisis preparationRisks• no control over outcomes• manage expectations• mixed messages
  6. 6. media opportunities
  7. 7. Advertising• cost• control• reach• frequency• credibility
  8. 8. Editorialstoriesfeaturesopinion piecesletters to the editorcredibility
  9. 9. Advertorial• advertising + story• supplements• smaller outlets• credibility
  10. 10. get to know the media
  11. 11. Newspapersmedium of recordpublish regularlydrives the news cyclemost likely to follow through
  12. 12. Newspaper opportunitiesgeneral newsspecial sectionscolumnsletters to the editoropinion-editorialwhat’s on diariessocial pages
  13. 13. Magazines and supplements
  14. 14. Radio24/7 operationsinformation hungrylocalconvenient
  15. 15. Radio OpportunitiesNewsevery half-hoursix to eight stories @ 30-40 secondsMorning/drive time showspopular with commutersmore detail than a news bulletinTalkbackentertainment and informationneed guests with informationSpecialist programs
  16. 16. Televisiondramatic mediasight, sound, action, colour to convey emotionboils down complex storiesdeadlines rulecelebrities attract coveragerealistic
  17. 17. TV opportunitiesnewscurrent affairs• ABC Stateline• Sunday morning programsthemed programs
  18. 18. Know who to approach“Maggie Gees”deadlinesspecial needs
  19. 19. which media works for you?
  20. 20. Be newsworthy
  21. 21. What attracts the media Newsworthy Calendar Dates Topical Issues
  22. 22. Newsworthiness different first time local trending impact IDNKT IDNKT = I did not know that credible
  23. 23. New or variations
  24. 24. Use Canberra’s calendarJanuary February March AprilNew Year resolutions Return to school Internl Women’s Day April FoolsAustralia Day Valentines Day Clean up Australia Arthritis AwarenessSummer holidays Seniors Week ANZAC DayChildren with special needs Canberra Day Road safetyYoung people starting work EasterMay June July AugustMay Day Environment Day Christmas in July Vietnam Veterans DayMother’s Day Tax time Small Business Awards Missing Persons WeekLaw Week Ski season Diabetes Week Hearing Awareness MonthHeart Week Literacy and Numeracy WeekVolunteer WeekSeptember October November DecemberStart of spring Mental Health Week Remembrance Day Internl Volunteer DayFloriade Water Week Melbourne Cup School year endsCitizenship Day Mental Health Week End of university year ChristmasFather’s Day Breast Cancer Day
  25. 25. Trends
  26. 26. Celebrities
  27. 27. How newsworthy are you?
  28. 28. media tools
  29. 29. Story bankgather newsworthy storiesdivide into genresrefresh and recycle
  30. 30. Start a story bank accountstories from staff and volunteersslice and dicequalify the story Women Older Australianspackage and store the story Young Australians Culture Sport Arts Religion Business Area-specific
  31. 31. Supporting your storyinfo-graphics (charts, graphs, diagrams)published news storyImagesvideoaudiotip sheetsonline links
  32. 32. Imagesimagesfile footagelogostech specs (hi-res)
  33. 33. A little bit fancycompetitionsite visitdemonstrationimmersion
  34. 34. Media documents media release media alert media backgrounder media kit
  35. 35. media releasespersonalitieseventsissues
  36. 36. pitch the media
  37. 37. Face to face works best 20 minutes appointment who attends brief explain issues overview stories identify media needs agree way ahead + deadlines leave something continuous contact
  38. 38. Phone Pitch call a specific journalist say something interesting why it is relevant to readers, listeners or viewers where the story fits shape the story d s! on sec way ahead – 60 30 ave follow-up uh Yo
  39. 39. Pitch by letter
  40. 40. Email pitch Subject line subject line One screen one screen call to action
  41. 41. measure and follow-up Tidying up
  42. 42. Say thanks
  43. 43. Summary know the media be newsworthy use media tools pitch the media measure and follow-up

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