4. Press Matters
Earned Media = Legitimacy
➡ Coverage Communicates
Value to Funders,
Constituents & Future
Press
5. Press Matters
Earned Media = Legitimacy
➡ Coverage Communicates
Value to Funders,
Constituents & Future
Press
Social Media = Press-Driven
6. Press Matters
Earned Media = Legitimacy
➡ Coverage Communicates
Value to Funders,
Constituents & Future
Press
Social Media = Press-Driven
➡ Tweets & Posts Often Link
to Traditional Press
10. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
11. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
12. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
13. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
14. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
✓ PITCH!!
15. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
✓ PITCH!!
✓ Email Followup
16. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
✓ PITCH!!
✓ Email Followup
✓ Call Again!
17. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
✓ PITCH!!
✓ Email Followup
✓ Call Again!
✓ Once You Land Your Story (Feed Your Reporter)
18. Chronology of PR
✓ Asses Newsworthiness
✓ Determine Targets
✓ Draft Your Release
✓ Draft Your Pitch
✓ Develop a Solid List
✓ Distribute Your Release
✓ PITCH!!
✓ Email Followup
✓ Call Again!
✓ Once You Land Your Story (Feed Your Reporter)
✓ Nurturing Reporter Relationships
22. Strategy & Goals
What do you want to accomplish - GOALS?
Is your story newsworthy?
➡ What’s your HOOK?
23. Strategy & Goals
What do you want to accomplish - GOALS?
Is your story newsworthy?
➡ What’s your HOOK?
Where does your story belong?
24. Strategy & Goals
What do you want to accomplish - GOALS?
Is your story newsworthy?
➡ What’s your HOOK?
Where does your story belong?
➡ Who are your targets?
25. Strategy & Goals
What do you want to accomplish - GOALS?
Is your story newsworthy?
➡ What’s your HOOK?
Where does your story belong?
➡ Who are your targets?
Draft Your Release & Pitch
31. Distribution
Developing a List
➡ Know How & When to Use Contact Sources
Distributing Your Release
➡ Email is Most Efficient & Effective (but not
universal)
