How To Get Awareness And Credibility For Your Nonprof


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The Slide Deck from Day 1 of the "PR/ Social Media Bootcamp for Non Profits sponsored by Are You Socially Acceptable

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How To Get Awareness And Credibility For Your Nonprof

  1. 1. How to get awareness and credibility for your non-profit through the media Charlotte Risch
  2. 2. What is PR (Public Relations)? <ul><li>Merriam-Webster Definition : the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also: the degree of understanding and goodwill achieved. </li></ul><ul><li>Certified Institute of Public Relations : Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its products or services. </li></ul>
  3. 3. What is PR? <ul><li>Free Placement </li></ul><ul><li>Journalistic Slant - a journalist can write what they want - no matter how you position your story </li></ul><ul><li>Usually only runs one or two times per story (there are exceptions) </li></ul><ul><li>Create Credibility </li></ul><ul><li>Viewed as a third party endorsement </li></ul><ul><li>Time consuming, not easy, no guarantees </li></ul><ul><li>Paid Placement </li></ul><ul><li>Controlled - you have complete creative control </li></ul><ul><li>Will run as often as you are willing to pay </li></ul><ul><li>Creates Visibility </li></ul><ul><li>Media-savvy consumers know it's and ad, and tend to be skeptical </li></ul><ul><li>Easy if you have $ to spend </li></ul>Advertising vs PR
  4. 4. PR is not sales <ul><li>PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls. </li></ul>
  5. 5. Press Release <ul><li>One page </li></ul><ul><li>Not sales copy </li></ul><ul><li>Informational </li></ul><ul><li>Newsworthy </li></ul>
  6. 6. Press Release <ul><li>Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY. </li></ul><ul><li>Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.” </li></ul><ul><li>Start with a brief description in the first paragraph using the 5 “W’s”. Who, What, When, Why, Where? </li></ul>
  7. 7. Press Release <ul><li>Ask yourself when writing the release, &quot;How are people going to relate to this and will they be able to connect?&quot; Write in a style that is easy to understand. </li></ul><ul><li>Make sure the first 10 words of your release are effective, as they are the most important and could determine whether the reporter keeps reading or just hits “delete”. </li></ul><ul><li>Avoid excessive use of adjectives and fancy language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid” </li></ul>
  8. 8. Press Release <ul><li>Provide facts or statistics to back up the newsworthiness of the story idea. </li></ul><ul><li>Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. </li></ul><ul><li>When writing the release or when being interviewed for the story, speak on the topic at hand only, use short, concise and impactful sentences (sound-bite worthy) and explain the technical aspects in a way that you would as if you’re talking to your next door neighbor who isn’t in the field. </li></ul>
  9. 9. Press Release <ul><li>Make it as easy as possible for media representatives to do their jobs. Have photos, references, situations, interviewees, etc ready at a moment’s notice. </li></ul><ul><li>When calling a reporter after sending a release, be prepared and aware of timing. </li></ul>
  10. 10. Basic Press Release Outline <ul><li>BASIC OUTLINE FOR PRESS RELEASE </li></ul><ul><li>Contact: Contact Person Company Name Telephone Number Email Address Web site address </li></ul><ul><li>Headline </li></ul><ul><li>City, State, Date — Opening Paragraph (should contain: who, what, when, where, why): Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique. </li></ul><ul><li>Also include quotes from staff members, industry experts or satisfied customers. </li></ul><ul><li>(Restate Contact information after your last paragraph): </li></ul><ul><li>For additional information or a sample copy, Contact: (all Contact information) Summarize product or service specifications one last time </li></ul><ul><li>Company History (one short paragraph) </li></ul><ul><li># # # (indicates Press Release is finished) </li></ul>
  11. 11. What is a pitch? <ul><li>Quick </li></ul><ul><li>Relevant </li></ul><ul><li>Targeted </li></ul><ul><li>New </li></ul>
  12. 12. Examples of a Pitch <ul><li>Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs. </li></ul><ul><li>Did you know an AZ man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March </li></ul><ul><li>An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer. </li></ul>
  13. 13. NEWSworthy Ideas <ul><li>What is new? </li></ul><ul><li>How can you relate it to the news? </li></ul>
  14. 14. Finding unique elements <ul><li>Business and economic </li></ul><ul><li>Interesting people </li></ul><ul><li>Special touches </li></ul><ul><li>Celebs or Society </li></ul><ul><li>Region </li></ul><ul><li>Timely </li></ul>
  15. 15. S.W.O.T <ul><li>From Wikipedia, the free encyclopedia </li></ul><ul><li>SWOT Analysis is a strategic planning method used to evaluate the S trengths, W eaknesses, O pportunities, and T hreats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. </li></ul><ul><li>The technique is credited to Albert Humphrey , who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies. </li></ul>
  16. 16. Added Value <ul><li>Photos </li></ul><ul><li>Video </li></ul><ul><li>Website </li></ul><ul><li>Contacts/Examples </li></ul><ul><li>Website </li></ul><ul><li>Exclusive </li></ul><ul><li>Media Training </li></ul>
  17. 17. Working with the Media
  18. 18. Make your event/release work for you <ul><li>Online Calendars (,, etc) </li></ul><ul><li>Newszap </li></ul><ul><li> </li></ul><ul><li>Blogs </li></ul><ul><li>Newsletter </li></ul><ul><li>Email </li></ul><ul><li>What else? </li></ul>
  19. 19. Free! <ul><li> </li></ul><ul><li> </li></ul><ul><li>Free-Press- </li></ul><ul><li> </li></ul><ul><li>Many, many more online! </li></ul>
  20. 20. Do’s and Don’ts after you get press <ul><li>Do share the media exposure </li></ul><ul><li>Do get a clipping or video </li></ul><ul><li>Don’t assume this is it </li></ul><ul><li>Don’t ask for more </li></ul>
  21. 21. 5 Rules to Live By <ul><li>While there's plenty of useless conventional wisdom about dealing with the media, there are also some rules you should never break: </li></ul><ul><li>1. Respond promptly. &quot;Remember that these people are usually on tight deadlines,&quot; says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner. </li></ul><ul><li>2. Never say &quot;no comment.&quot; If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas. </li></ul><ul><li>3. Never lie or speculate. &quot;Aside from the fact that lying is wrong and unethical, it will come back to haunt you,&quot; says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky. </li></ul><ul><li>4. Know the medium's audience. Every media outlet is different, says Margulies. &quot;Every audience wants you to address WIIFM-what's in it for me.“ </li></ul><ul><li>5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies. </li></ul>
  22. 22. Good Luck!