Press Training

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A beginner\'s guide to developing media relations.

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Press Training

  1. 1. Press Training Presented by Adam Short + Fred Spencer www.clickwhirlimage.com Wednesday, February 24, 2010
  2. 2. Professional Bio • Adam Short • Development & Program Manager, Alliance of Artists Communities • President/Partner, C!WI • Fred Spencer • RISD Continuing Education • Creative Director/Partner, C!WI Wednesday, February 24, 2010
  3. 3. What are “Media Relations”? “Working with various media for the purpose of informing the public of an organization's mission, policies, and practices in a positive, consistent, and credible manner.” Source: http://en.wikipedia.org/wiki/Media_relations Wednesday, February 24, 2010
  4. 4. Goals • Maximize positive coverage in the media without paying for it directly through advertising • Build public support & mobilize public opinion • Engage & communicate with target audiences Wednesday, February 24, 2010
  5. 5. Important Questions • What is our “story”? • Who is our target audience? • What type of media do they prefer? • What messages are most appealing to them? Wednesday, February 24, 2010
  6. 6. Media Outlets • Print • Newspapers, magazines, newsletters • Radio • Television • Online • Blogs, social media, rss feeds Wednesday, February 24, 2010
  7. 7. Media Advisory • Sent 3-4 days before an event • Alerts and invites media • Teaser info - 5 “w’s” Wednesday, February 24, 2010
  8. 8. Media Advisory Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948 Wednesday, February 24, 2010
  9. 9. Media Advisory Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx Wednesday, February 24, 2010
  10. 10. Press Release • Sent to media up to a week before an event • Includes most important details of your message • Includes quotes from key stakeholders Wednesday, February 24, 2010
  11. 11. Press Release Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113 Wednesday, February 24, 2010
  12. 12. Letter to the Editor/Op-ed • Personal or professional perspective on an issue • Usually submitted in response to an issue • Based on opinion, supported by facts Wednesday, February 24, 2010
  13. 13. Tips for Contacting Media • Television • Best time to call: 7AM-8AM; 9:30AM-11:30AM; and 1PM-4PM • Plan ahead for Monday events and news - info must be received Thursday or Friday the week before Wednesday, February 24, 2010
  14. 14. Tips for Contacting Media • Print • Call earlier in the day between 10 a.m. - 1 p.m. • Know the deadlines (weekly, daily, monthly) and the lead times Wednesday, February 24, 2010
  15. 15. Building a Successful Relationship • Do your research • Consistently follow-up • Keep it brief and newsworthy Wednesday, February 24, 2010
  16. 16. Taking it Online • Email Blast • Social and Collaborative Media • Syndication • Content and Event Updates • Video Content Wednesday, February 24, 2010
  17. 17. Email Blast • Build and maintain a reliable audience database • Ask for permission to contact • 3rd Party Tools • constantcontact.com Wednesday, February 24, 2010
  18. 18. Social and Collaborative • Facebook Fan Pages and Twitter • LinkedIn • Blogs/Forums • wordpress.com • Audience Feedback • getsatisfaction.com Wednesday, February 24, 2010
  19. 19. Syndication • Establish RSS Feeds • Integrate easily with blog platform • feedburner.com Wednesday, February 24, 2010
  20. 20. Content and Event Updates • Constant updates to main and social media websites • Establish an online calendar • google.com/calendar Wednesday, February 24, 2010
  21. 21. Video content • Video content can be more engaging for an online audience • youtube.com • vimeo.com • 33 billion online videos consumed by U.S. web users (December 2009) Source: http://ir.comscore.com/releasedetail.cfm?ReleaseID=443299 Wednesday, February 24, 2010
  22. 22. Resources • How to Develop Good Relationships With the Media for a Nonprofit Organization • http://www.ehow.com/how_17219_develop- relationships-with.html • Developing a Press Kit • http://www.philanthropyjournal.org/resources/ marketingcommunications/developing-press-kit Wednesday, February 24, 2010
  23. 23. Resources • RI Citizens for the Arts • Media Advocacy Toolkit • http://www.ri4arts.org/advocacy-toolkit.htm • Colorado Nonprofit Association • Media Toolkit • http://www.coloradononprofits.org/media %20toolkit.pdf Wednesday, February 24, 2010
  24. 24. Resources • State of Rhode Island General Assembly • 2009 RI Media Guide • http://www.rilin.state.ri.us/News/pubs/ MediaGuide.doc • Nonprofit Marketing Guide • http://www.nonprofitmarketingguide.com/ resources/articles/ Wednesday, February 24, 2010

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