– difference between an audience, which listens and applauds or walks out, and a connected readership which feels invested, partnered in the process. Don’t push PR out to readers; engage them by sharing How to’s What do people value?
No linkbaiting – don’t write Angelina Jolie in a post unless you’re actually writing about AJ.
Leichtag Foundation Social Media Boot Camp - Media Strategy 09-15-2014
Media Strategy: How to Amplify
Your Message and Better Reach
Esther D. Kustanowitz
Leichtag Foundation Workshop
September 15, 2014
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
Exercise! (20 minutes)
Questions (5 minutes)
“Top-Down” to “Up and Out!”
Media, like leadership or relationships, used
◦ user impact: low
◦ consumer feedback
◦ writers find their own stories
◦ invested “prosumer” class
Next phase: Wonkavator – stories come
from, and go, anywhere at any speed (e.g.
Modern Media Takes a Village (with only
two women, one of whom is Kathy
*For Jewish nonprofit life flip the ratio
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 they
Which are the best venues for your
content? What do they want?
Figure out who to pitch
Try new things to see what works
What Story Are You Pitching?
The organization or program itself?
The speakers/attendees at an event?
What is newsworthy about your
event? (What makes your program
different from all other programs?)
The Three-Part Plan
The Research (“Stalking Your
Know the publication you’re pitching to
Familiarize yourself with the masthead
– what topic does each writer
Know which editor or writer you’re
Bloggers are writer/editors too
Search everywhere and follow
Don’t pitch last-minute
Exploit your connections (gently)
Crafting the pitch – you’re the expert
What does the reporter have to know?
When do you follow up?
How many times?
My mother’s commandment:
“Al tanoodge” (a.k.a., gently nudge,
don’t be a noodge)
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
Give the pitchee enough time to
A little flattery never hurt... (especially
w/bloggers)…but must be sincere
More important than one successful
pitch – forging a relationship…be a
5 Things You Can Do Now
1. Set up some Google
Alerts /use nuzzel or
2. Start reading the news
outlets you’d like to
3. Think about pitching as
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
Finding Things to Post/Pitch
Google Alerts / Google News Search
Stay tuned to Twitter, CNN, BBC,
Facebook – what are people talking
about? How does it relate to your
Authentic lenses on passionate
Business Review, Jewish Journal, LA
Times, venues you’d like to be
The Jewish Journal &
GOOD magazine/online community
Practicum: Crafting Pitches Plus
Brainstorm – upcoming events (pick 1-2)/ Sukkot at the Ranch,
Moishe House Retreat, Federation Young Leadership Event,
Do you need to introduce yourself and your role?
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
Who is their contact, should they have questions?
What’s your ask? (Cover the event in advance, or post-event
Craft messaging across different social media platforms