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Media Relations 2.0 for Non-Profit Organizations


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Media Relations 2.0 for Non-Profit Organizations

  1. 1. Media Relations 2.0for Non-ProfitsSean ClancyEvolving World Communications
  2. 2. 5 W’s Provide theNucleus of A News ReleaseWho?Who?Why?What?When?Where?Evolving World Communications
  3. 3. Evolving World Communications
  4. 4. Evolving World Communications
  5. 5. Media Consumption by GeographyLarge City vs. Suburbs Small Town vs. RuralEvolving World
  6. 6. 6 Tips for Building RelationshipsWith Journalists1. Associate Press Style Book Associate Press Style Book Get to know the journalists.2. Get to know the journalists.3. Understand the needs of a journalist.3. Understand the needs of a journalist.Evolving World
  7. 7. 6 Tips for Building RelationshipsWith Journalists4. Help them do their job better.4. Help them do their job better.5. You’ll get a fair turn when it is your shot.5. You’ll get a fair turn when it is your shot.6. If you’re unhappy, fight back fairly.6. If you’re unhappy, fight back fairly.Evolving World
  8. 8. The Headline• A good online news release headline:• Provides information• Keywords rich• Attention grabber• Leaves reader wanting more• FORMAT: Title case is important.• LENGTH: Search engine limits– Google: 60 characters– Yahoo: 120 characters– PRWeb: 170 charactersEvolving World
  9. 9. Dateline and Lead Paragraph• LENGTH: Ideally, 25 words or less.• FORMAT: City, State (Month, Day, Year); Example:CHICAGO, Ill. (June 12, 2013) – Ipsom elorus . . .Evolving World Communications
  10. 10. Body Copy• Length: 300 – 800 words• Opening paragraph: Focus on who, what,when, where, why and how.• Center paragraph: Supplies detail that sellsthe program value.• Final paragraph: BoilerplateEvolving World
  11. 11. Contact Information• Tell the world how to reach you:– Name– Title– Company– Phone number– Company Web address– E-mail addressEvolving World Communications
  12. 12. Release Distribution• Depends on the mission.Evolving World Communications
  13. 13. NEXT STEPSEvolving World
  14. 14. During the Event• You are the news media:– Photos– Video interview speakers– Video interview guests– Create podcasts with SME– Social media bonanza– Post, Post, PostEvolving World
  15. 15. After the Event• Create a special event page• Post links to all news media• Post all ACP created event contentEvolving World Communications
  16. 16. Social Media• Contingency planning publications• Print syndicated columnists• Radio talk show hosts• Bloggers• Shared Twitter groups• Shared FB groups• Active LI postings• ACP BloggingEvolving World Communications
  17. 17. Thank YouEvolving World Communicationswww.evolvingworldcommunications.comSean ClancyManaging Director(203)