Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

5 Simple Ways to Boost Your Nonprofit's Media Relations Strategy

382 views

Published on

https://bloomerang.co/resources/webinars

Join Antionette Kerr, Co-Author of the book Modern Media Relations for Nonprofits, to learn five simple ways to boost coverage.

Published in: Government & Nonprofit
  • Be the first to comment

  • Be the first to like this

5 Simple Ways to Boost Your Nonprofit's Media Relations Strategy

  1. 1. Five SIMPLE Ways to Boost Your Nonprofit's Media Relations Strategy Antionette Kerr April 18th, 2019
  2. 2. ABOUT US ANTIONETTE KERR ▸ More than 2 decades covering nonprofits through radio and print publications affiliated with The New York Times, GateHouse Media, Halifax Media and the Public News Service ▸ Nonprofit leader for more than 15 years ▸ Combined those passions to form Bold & Bright Media Find me on Twitter and Facebook at Thewritefolks Thewritefolks.net #npmodernmedia She/her/hers
  3. 3. ABOUT US Co- Author PETER PANEPENTO ▸ Advises foundations, nonprofits, and associations on media relations for Turn Two Communications ▸ Former Chronicle of Philanthropy managing editor ▸ 20+ years of journalism experience Twitter: @ppanepento #npmodernmedia
  4. 4. INTRODUCTION WHY MEDIA RELATIONS MATTERS ▸ Amplify your earned and paid media strategies ▸ Challenge stereotypes or unwanted images about your work/mission ▸ Reach potential donors, volunteers, & advocates ▸ Demonstrate thought leadership ▸ Create Change
  5. 5. INTRODUCTION MEDIA IN THE YEAR 2000 ▸ Beefy reporting staffs ▸ Large news holes ▸ Captive subscribers/viewers ▸ Trusted and accountable ▸ More attention on nonprofits & their work ▸ Greater influence
  6. 6. INTRODUCTION THE MEDIA WORLD TODAY ▸ Gutted reporting staffs ▸ Smaller news holes ▸ Intense competition for audience attention ▸ Lack of trust: “Fake News!” ▸ Fewer reporters with expertise on nonprofits ▸ Fragmented audiences = less influence
  7. 7. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  8. 8. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONS 1. GOAL-ORIENTED 2. RESPONSIVE 3. EMPOWERED 4. APPEALING 5. TARGETED
  9. 9. GOAL ORIENTED TYPICAL MEDIA RELATIONS G.R.E.A.T. MEDIA RELATIONS ▸ Tactical ▸ Reactive ▸ End of the process ▸ ‘Spray and pray’ ▸ Measures placements ▸ Strategic ▸ Proactive ▸ Embedded in your planning ▸ Surgical outreach ▸ Measures influence
  10. 10. G.R.E.A.T ENGAGE YOUR EDITORIAL CALENDAR This Photo by Unknown Author is licensed under CC BY-SA-NC
  11. 11. Vocabulary: THE TRIFECTA EARNED OWNED PAID
  12. 12. THE TRIFECTA EARNED MEDIA ▸ Journalism in its purest form ▸ Placement isn’t bought, it’s something you earn ▸ Intense competition ▸ No guarantee that your efforts will pay off ▸ Brings credibility and attention
  13. 13. THE TRIFECTA OWNED MEDIA ▸ Content and channels you control ▸ Opportunity to position your nonprofit as you want it to be ▸ Speaks to your existing audience — or people who seek you out ▸ Website, print collaterals, newsletters, social media, annual reports, etc.
  14. 14. THE TRIFECTA PAID MEDIA ▸ Advertising in outside channels ▸ You control the message, but not the medium ▸ Radio, TV, print, social media, online ▸ Can influence audiences — and draw attention that leads to earned media
  15. 15. COORDINATING YOUR TRIFECTA OWNED MEDIA PAID MEDIA EARNED MEDIA January Create web banner PSAs Media outreach February Blog post Print ads Send news release March Facebook posts Facebook/LinkedIn ads Interviews w/ guest speaker SAMPLE: APRIL 30 EVENT SCHEDULE
  16. 16. GOAL ORIENTED KEY QUESTIONS TO ANSWER ▸ What is your organization’s mission? ▸ What are your top organizational priorities? ▸ What messages do you need to convey to achieve these priorities? ▸ How can earned media convey these messages and achieve your goals?
  17. 17. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONS GOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  18. 18. RESPONSIVE DON’T JUST PITCH ▸ Newsjack ▸ Be Available ▸ Be Newsworthy
  19. 19. RESPONSIVE DON’T JUST PITCH … ▸ Media relations — Put the focus on ‘relations’ ▸ Find out what they need ▸ Check in on stories ▸ Provide background ▸ It’s as much about them as it is about you
  20. 20. RESPONSIVE WHEN THINGS GO WRONG … ▸ Have a crisis plan ▸ Ask for a correction ▸ Plant a bug for the future ▸ Write a letter to the editor/op-ed
  21. 21. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  22. 22. EMPOWERED ALL PRESS ISN’T GOOD PRESS ▸ Factual errors ▸ Misleading headlines ▸ Misquoting your CEO ▸ Stories on salaries ▸ Focusing on the wrong information
  23. 23. EMPOWERED CREATE EARNED MEDIA THAT … ▸ Draws attention ▸ Earns more resources ▸ Changes minds and influences policy ▸ Encourages your supporters to share and spread the word
  24. 24. EMPOWERED OWNED MEDIA CAN HELP … ▸ Amplify your earned and paid media strategies ▸ Communicate your brand ▸ Challenge stereotypes or unwanted images about your work ▸ Present difficult messages ▸ Demonstrate thought leadership on important topics
  25. 25. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  26. 26. PRESS RELEASES UNAPPEALING APPEALING ▸ Same announcement repurposed every year ▸ Too long ▸ Canned, artificial quotes ▸ Doesn’t provide key after-hours contact info ▸ Includes a fresh, timely hook ▸ Concise: One page, if possible ▸ Real quotes that add context ▸ Provides after-hours contact info ▸ Includes boilerplate language
  27. 27. WEBSITES UNAPPEALING APPEALING ▸ Renders poorly on mobile devices ▸ Stock photography ▸ Reads like a grant application ▸ Information is dated ▸ No pressroom ▸ Accessible on all devices ▸ Images showcase your work ▸ Jargon-free text ▸ Up-to-date ▸ Includes human interest stories ▸ Pressroom with contact information ▸ High-resolution image library
  28. 28. An online newsroom (or pressroom) is a website, web page or site section that contains distributable information about a corporation or organization.
  29. 29. • High Resolution Photos (With Photo Credits and Captions) • Fact Sheets • Updated Staff Bios • Statements on Public Events
  30. 30. NEWSLETTERS UNAPPEALING APPEALING ▸ Lacks purpose — reads like it’s an obligation ▸ Chocked full of jargon ▸ No call to action ▸ Has a clear mission & purpose ▸ Clear, descriptive language ▸ Clear call to action ▸ Tells stories and drives interest ▸ Includes hyperlinks (for emails)
  31. 31. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  32. 32. TARGETED WHERE SHOULD I PITCH? ▸ Revisit your goals/key messages ▸ Identify high-value outlets ▸ Research reporters ▸ Remember the relationship ▸ Avoid blanket announcements
  33. 33. TARGETED THE CUSTOMIZED PITCH ▸ Start with your highest- priority outlets ▸ Know what they cover — and how they cover it ▸ Find an exclusive angle ▸ Be flexible ▸ Become a reliable source
  34. 34. PUTTING IT TOGETHER
  35. 35. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
  36. 36. QUESTIONS

×