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Media Strategy (for EJF at JFedLA - March 19, 2014)

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A whirlwind tour through more effective messaging and media strategy.

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Media Strategy (for EJF at JFedLA - March 19, 2014)

  1. 1. Media Strategy: How to Amplify Your Message and Better Reach Constituents The Unnecessarily Dramatically-Named Esther D. Kustanowitz Farewell Lecture & 45-Minute Crash Course Workshop March 19, 2014
  2. 2. Agenda  Talk about media strategy (not social media-specific)  Brainstorm about how and where to promote our initiatives  Tips on writing for/pitching to other publications  Pointers on how to construct a more powerful media pitch
  3. 3. “Top-Down” to “Up and Out!”  Media, like leadership or relationships, used to be: ◦ hierarchical ◦ undemocratic ◦ user impact: low  Now: ◦ peer reviews ◦ consumer feedback ◦ invested “prosumer” class  Next phase: Wonkavator – stories come from, and go, anywhere http://content9.flixster.com/question/4 6/64/76/4664763_std.jpg
  4. 4. “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)
  9. 9. And then there’s all this…. http://www.okilla.com/315/resource-vector-based-social- media-icons/
  10. 10. Things to Think About…  What’s your universe?  Who or what are your strongest stories?  What conversations outside of your program relate to your mission or topic?
  11. 11. You don’t have to be everywhere at once…  Assess what your capacity is for media outreach (financial & human resources)  Choose a few tools that make sense for your audience, focus on them  Always stay informed of new things as they come up (Instagram was new once)
  12. 12. ENCOUNTER •Healthy skepticism •First impressions – good or bad •Immersion can be “too soon” – you learn too much •Right org/person at the wrong time is the wrong person/org •Sense that the person/project adds a unique value
  13. 13. ENGAGEMENT • Connection • Interest • Dynamism • Sense of Humor • Relationship building through shared experiences
  14. 14. DEEPENING RELATIONSHIP •Deeper investment – time & emotion •Working together •Partnership •Shared experience  creating history
  15. 15. CHALLENGE •Period of instability •Moment of dissent or distress •“I am not your consolation prize” •Acknowledging when you’re wrong •Intense work to repair relationship •Showing value
  16. 16. RESOLUTION •Trespasses forgiven •Equilibrium restored •Understanding •Compromises (sauce on the side) •Happy relationship
  17. 17. Federationships…  Media is managed by Marketing & Communications, must be coordinated  A few suggestions for better interactions: ◦ Meet the Mar/Com team ◦ Keep them informed / ask questions about media outreach ◦ They want content – let them know in advance, & send them copy that’s near- ready
  18. 18. 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 4. Create a content plan with associated topics 5. Be open to input & inspiration from other places (things you see on the street, parenting, pop culture trends, etc)
  19. 19. 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
  20. 20. 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?) ◦ Example, for NEI:  Federation investing in programs outside of Federation, trusting them to reach their populations best, raising their visibility  Federation serving as a convener, not soliciting donations or membership fees for participation  Federation providing professional development and networking to underserved Jewish professionals  Collaboration enables maximizing community resources, creates a peer network
  21. 21. Stalking Your Intended: Do the Research  Schedule “surveillance time”  Read about the publication  Familiarize yourself with the masthead – what topic does each writer specialize in?
  22. 22. The Jewish Journal & Beyond…  The Forward  LA Blueprint  GOOD magazine/online community  Patch  LAist  BrokeLA
  23. 23. 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
  24. 24. And here’s the pitch…  Respect the chain of command, but use your networks  Do you need to introduce yourself and your role? (relationship)  What about the program or initiative is newsworthy, relevant, revolutionary, innovative, etc…?  What does that person absolutely need to know about the event’s logistics?  What resources are available to them if they’d like to learn more?  Who is their contact, should they have questions?
  25. 25. 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
  26. 26. Content Creation Tips = Human Engagement Tips  Content is storytelling  Show, don’t tell – words can be pictures  Riveting content is ◦ Current/topical ◦ Consistently on-message ◦ Deepens relationship ◦ Provides a unique value  emotional /intellectual  shared passion – justice, equality, sports  personality, humor (snark)
  27. 27. Tools & Resources • Free webinars from DarimOnline.org and Wild Apricot • Inside Facebook and Mashable newsletters (for social trends/literacy in social media tools and shifts) • eJewishPhilanthropy, Google Alerts, Wired, Fast Company, Harvard Business Review, Pew Internet Study - articles of interest • Manifesto: Social Media for Jewish Organizations (My Urban Kvetch) • The Future of Jewish Journalism (Or Anything Else) (eJewishPhilanthropy) • Wanted: Jewish Leaders for the Digital Age (Ha’aretz) • Here Comes Everybody – Clay Shirky • Empowered Judaism – ElieKaunfer
  28. 28. Stay in touch…I’m on the internet.

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