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The Six Ps of Non-Profit Media Relations

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Six key strategic and tactical approaches for mission-focused message delivery to the media.

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The Six Ps of Non-Profit Media Relations

  1. 1. The “Six Ps” of Non-Profit Media Relations by Janet Asaro Presented to the Public Relations Society of America Alaska Chapter
  2. 2. Janet Asaro EXPERIENCE: 20+ years Public Relations, Marketing EXPERTISE: Strategic Communication, Plan Development, Group Facilitation, Crisis Management, Writing, Advertising BREADTH: Arts, Health Care, Education, Tourism, Non-Profits PERSONAL STYLE: Straightforward and authentic ABOUT ME
  3. 3. Six Ps of Non-Profit Media Relations STRATEGIC and tactical approaches on… how to meet the MISSION while delivering the MESSAGE and managing the MEDIA COVERAGE WHAT WE’LL COVER
  4. 4. Six Ps of Non-Profit Media Relations PREDICT the potential… Story angles Headlines Outcomes PREDICT
  5. 5. Six Ps of Non-Profit Media Relations PRESERVE your brand Mission focus Keep the promise made to your stakeholders PRESERVE
  6. 6. Six Ps of Non-Profit Media Relations PREPARE the message, answering questions... You’re sure they’ll ask You hope they won’t ask You want them to ask PREPARE
  7. 7. Six Ps of Non-Profit Media Relations PREEMPT controversy Ongoing dialog with partners Open communication with reporters PREEMPT
  8. 8. Six Ps of Non-Profit Media Relations PROPOSE the angle Focus on “actual” news When citing confidentiality, offer a follow-up PROPOSE
  9. 9. Six Ps of Non-Profit Media Relations PROCESS resulting media coverage Message conveyed? What did you learn? PROCESS
  10. 10. Six Ps of Non-Profit Media Relations PREDICT potential outcomes PRESERVE your brand PREPARE the message PREEMPT controversy PROPOSE the angle PROCESS the result
  11. 11. The “Six Ps” of Non-Profit Media Relations Questions? © Janet Asaro

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