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PR And Non Profits
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PR And Non Profits


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Here is a brief presentation I offered to a graduate class at Xavier University on PR for Non-Profits.

Here is a brief presentation I offered to a graduate class at Xavier University on PR for Non-Profits.

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  • 1. Public Relations & Non-Profit Events Jackie Reau Game Day Communications
  • 2. About Game Day Communications
        • Boutique PR firm specializing in sports and cultural entertainment
        • Media relationships (local to national sports media)
        • Influencer relationships (team stakeholders, fan development, tourism, corporate sponsors)
        • Event Marketing/Management team
        • Digital Media/Social Media Evangelists
  • 3. Some of our Clients
  • 4. Why Public Relations?
    • Public relations is 5 to 9 more times credible than a paid advertisement
    • Creative PR can complement a marketing plan to create buzz and build momentum
    • PR can position your organization as a leading authority in the community
    • Print=older, higher income
    • TV=mass media
    • Radio=targeted approach based on demo and format
    • Internet=focused approach based on niche (bloggers, etc.)
  • 5. Public Relations Planning
    • Objective: What do you want to communicate?
    • Target Audience(s): To whom are you communicating?
    • Key Messages/Prepping your Spokesperson: What will you say; think sound bites
    • Initiatives: Press conference, media briefing, media expert guide, advance/post interviews
    • Timeline: When and where?
    • Budget: Always stay on or under budget!
    • Measurable Results: Earned media results
  • 6. Public Relations Tools
    • Updated media lists
    • Press Release
    • Media Guide (Event Overview, History, Fact Sheet, Leadership Bios)
    • Photos, video, graphics (place on an ftp site)
    • Web site (place all on your web site as soon as you release it)
  • 7. The State of Today’s Media
    • Overworked, tired or on furlough
    • Getting beat by bloggers for breaking news
    • The news hole is shrinking for them (fewer ad dollars means less time/space for news)
    • It’s a 24/7 news cycle with web sites
  • 8. The News & Non-Profits
    • News Pegs: Think like a reporter…
    • Localize a national story with your expert
    • Tie your news to the economy
    • Be proactive and offer a good story/interview
    • Know the media you are pitching; watch and read
  • 9. Social Media
    • Create your own Digital Media Network
    • Set up your Network:,,,, etc.
    • Educate your audiences on how to access your Network; offer exclusive incentives
    • Keep it fresh and new to engage audience with photos, video and timely news
  • 10. Create A Digital Media Network
    • Educate:
    • Educate yourself, customers and clients on how to use social
    • media as it fits your industry and how you will use it to
    • engage them.
    • Audience:
    • Who is your audience and what do they want from you?
    • How will they accept your information on which platform.
  • 11. Create A Digital Media Network
    • Tools:
    • Select the social media platforms you will use. You
    • don’t need to use them all but use them well.
    • Team:
    • Who is going to manage the Network? Who will be
    • the face of the Network?
  • 12. Create A Digital Media Network
    • Plan:
    • Create an editorial schedule for your Network so
    • you can effectively manage it. Be flexible but firm.
    • Measure:
    • Keep track of your efforts with a scorecard.
    • Measure the fans, followers, video views.
  • 13. Contact Me
    • Jackie Reau
    • [email_address]