Press Releases need: Who What When Where Why, and what’s so great about it
Visual opportunities (photo and/or video)
Journalists like: Events Great stories Trends
Tips for interacting with journalists: Call and follow-up You can be a pain, just don’t be pushy or rude Offer your own visuals (photos and video) Live shots and interviews
Tips (continued) Media partnerships/sponsorships for events Localize national stories Media Familiarization Tour Advance notification of events
(even more) Tips 11am to 2pm is TV’s “sweet spot” for coverage Is it web, print or TV “worthy” When dealing with a crisis’ be honest Use your website to give journalists easy access to important and relevant information
Rules for Social Media Start Early NOW! If your organization is not participating you’re behind the 8-ball, but you’re not too late. The best way to start: LISTEN
Rules for Social Media Choose where to play (strategy before execution). Spend some time understanding where your potential donors are and how you can engage with them. Remember, this is about conversations and relationships. Don’t just tell your story; ask questions, inspire.
Rules for Social Media Build to scale. Being everywhere is not as important as being where you can put in the effort. The strategy and content is more important than the technology.
Rules for Social Media Let Go. That’s right, give up control to those who are willing to help you spread your message.
Rules for Social Media Expand your network. Search out others looking for your experience and expertise. Integrate online advocacy into other element of your organization
Rules for Social Media Think long term. This is anything but a sprint, yet nothing will be constant for long enough to complete a marathon.