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Media Strategy: How to Amplify 
Your Message and Better Reach 
Constituents 
Esther D. Kustanowitz 
Leichtag Foundation Wo...
Agenda 
Knowledge audit (10 minutes) 
How media works today; culture and 
changes (10 minutes) 
Media strategy – a three-p...
“Top-Down” to “Up and Out!” 
Media, like leadership or relationships, used 
to be: 
◦ hierarchical 
◦ undemocratic 
◦ user...
Media Pitching: “It’s 
Complicated…”
[Not exactly “all” their blogs…]
Media Mergers
Media Has a Life of Its Own…
Modern Media Takes a Village (with only 
two women, one of whom is Kathy 
Griffin)* 
*For Jewish nonprofit life flip the r...
Things to Think About… 
What’s your universe? 
Who writes about those things?
Pitching Your Content & Writing 
for an Outside Audience 
Who are you? What’s your goal? 
Who is your audience? What do th...
What Story Are You Pitching? 
The organization or program itself? 
An event? 
The speakers/attendees at an event? 
What is...
The Three-Part Plan 
The Research 
The Pitch 
The Follow-Up
The Research (“Stalking Your 
Intended”) 
Know the publication you’re pitching to 
Familiarize yourself with the masthead ...
The Pitch 
Crafting the pitch – you’re the expert 
What does the reporter have to know?
The Follow-Up 
When do you follow up? 
How? 
How many times? 
My mother’s commandment: 
“Al tanoodge” (a.k.a., gently nudg...
Be an “all-star pitcher” 
Post-research, pitch the right person 
at the right publication 
Give that person enough to inte...
5 Things You Can Do Now 
1. Set up some Google 
Alerts /use nuzzel or 
newsle 
2. Start reading the news 
outlets you’d li...
Newsle (not to be confused with 
Nuzzel)
Finding Things to Post/Pitch 
About 
Google Alerts / Google News Search 
(archives) 
Stay tuned to Twitter, CNN, BBC, 
Fac...
The Jewish Journal & 
Beyond… 
The Forward 
LA Blueprint 
GOOD magazine/online community 
Patch 
LAist
Practicum: Crafting Pitches Plus 
Peer Feedback 
Brainstorm – upcoming events (pick 1-2)/ Sukkot at the Ranch, 
Moishe Hou...
Any questions? 
http://xkcd.com/1256/
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Leichtag Foundation Social Media Boot Camp - Media Strategy 09-15-2014

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How to amplify messaging and better reach constituents

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Leichtag Foundation Social Media Boot Camp - Media Strategy 09-15-2014

  1. 1. Media Strategy: How to Amplify Your Message and Better Reach Constituents Esther D. Kustanowitz Leichtag Foundation Workshop September 15, 2014
  2. 2. Agenda Knowledge audit (10 minutes) How media works today; culture and changes (10 minutes) Media strategy – a three-part plan Tips on writing for/pitching to publications Exercise! (20 minutes) Questions (5 minutes)
  3. 3. “Top-Down” to “Up and Out!” Media, like leadership or relationships, used to be: ◦ hierarchical ◦ undemocratic ◦ user impact: low Now: ◦ http://content9.flixster.com/question/4 peer reviews 6/64/76/4664763_std.jpg ◦ consumer feedback ◦ writers find their own stories ◦ invested “prosumer” class Next phase: Wonkavator – stories come from, and go, anywhere at any speed (e.g. TV streaming)
  4. 4. Media Pitching: “It’s Complicated…”
  5. 5. [Not exactly “all” their blogs…]
  6. 6. Media Mergers
  7. 7. Media Has a Life of Its Own…
  8. 8. Modern Media Takes a Village (with only two women, one of whom is Kathy Griffin)* *For Jewish nonprofit life flip the ratio 
  9. 9. Things to Think About… What’s your universe? Who writes about those things?
  10. 10. Pitching Your Content & Writing for an Outside Audience Who are you? What’s your goal? Who is your audience? What do they want? Which are the best venues for your content? What do they want? Figure out who to pitch Develop relationships Try new things to see what works
  11. 11. What Story Are You Pitching? The organization or program itself? An event? The speakers/attendees at an event? What is newsworthy about your event? (What makes your program different from all other programs?)
  12. 12. The Three-Part Plan The Research The Pitch The Follow-Up
  13. 13. The Research (“Stalking Your Intended”) Know the publication you’re pitching to Familiarize yourself with the masthead – what topic does each writer specialize in? Know which editor or writer you’re pitching Bloggers are writer/editors too Search everywhere and follow everyone Don’t pitch last-minute Exploit your connections (gently)
  14. 14. The Pitch Crafting the pitch – you’re the expert What does the reporter have to know?
  15. 15. The Follow-Up When do you follow up? How? How many times? My mother’s commandment: “Al tanoodge” (a.k.a., gently nudge, don’t be a noodge)
  16. 16. Be an “all-star pitcher” Post-research, pitch the right person at the right publication Give that person enough to interest & follow-up, not so much as to overwhelm Give the pitchee enough time to respond A little flattery never hurt... (especially w/bloggers)…but must be sincere More important than one successful pitch – forging a relationship…be a
  17. 17. 5 Things You Can Do Now 1. Set up some Google Alerts /use nuzzel or newsle 2. Start reading the news outlets you’d like to pitch 3. Think about pitching as establishing or deepening a relationship – get off on the right foot – coffee? 4. Create a content plan with associated topics 5. Be open to input & inspiration from other places (the street, parenting, pop culture trends, etc)
  18. 18. Newsle (not to be confused with Nuzzel)
  19. 19. Finding Things to Post/Pitch About Google Alerts / Google News Search (archives) Stay tuned to Twitter, CNN, BBC, Facebook – what are people talking about? How does it relate to your work? Authentic lenses on passionate subjects eJewishPhilanthropy.com, Harvard Business Review, Jewish Journal, LA Times, venues you’d like to be
  20. 20. The Jewish Journal & Beyond… The Forward LA Blueprint GOOD magazine/online community Patch LAist
  21. 21. Practicum: Crafting Pitches Plus Peer Feedback Brainstorm – upcoming events (pick 1-2)/ Sukkot at the Ranch, Moishe House Retreat, Federation Young Leadership Event, Limmud Do you need to introduce yourself and your role? (relationship) What is the purpose of this event? Why is it different/unique/special/important/newsy? What information will you share with journalists, in what tone? Which journalists would be the right ones to pitch? What resources are available to them if they’d like to learn more? Who is their contact, should they have questions? What’s your ask? (Cover the event in advance, or post-event analysis?) Craft messaging across different social media platforms
  22. 22. Any questions? http://xkcd.com/1256/

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