PR And Non Profits


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Here is a brief presentation I offered to a graduate class at Xavier University on PR for Non-Profits.

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PR And Non Profits

  1. 1. Public Relations & Non-Profit Events Jackie Reau Game Day Communications
  2. 2. About Game Day Communications <ul><ul><ul><li>Boutique PR firm specializing in sports and cultural entertainment </li></ul></ul></ul><ul><ul><ul><li>Media relationships (local to national sports media) </li></ul></ul></ul><ul><ul><ul><li>Influencer relationships (team stakeholders, fan development, tourism, corporate sponsors) </li></ul></ul></ul><ul><ul><ul><li>Event Marketing/Management team </li></ul></ul></ul><ul><ul><ul><li>Digital Media/Social Media Evangelists </li></ul></ul></ul>
  3. 3. Some of our Clients
  4. 4. Why Public Relations? <ul><li>Public relations is 5 to 9 more times credible than a paid advertisement </li></ul><ul><li>Creative PR can complement a marketing plan to create buzz and build momentum </li></ul><ul><li>PR can position your organization as a leading authority in the community </li></ul><ul><li>Print=older, higher income </li></ul><ul><li>TV=mass media </li></ul><ul><li>Radio=targeted approach based on demo and format </li></ul><ul><li>Internet=focused approach based on niche (bloggers, etc.) </li></ul>
  5. 5. Public Relations Planning <ul><li>Objective: What do you want to communicate? </li></ul><ul><li>Target Audience(s): To whom are you communicating? </li></ul><ul><li>Key Messages/Prepping your Spokesperson: What will you say; think sound bites </li></ul><ul><li>Initiatives: Press conference, media briefing, media expert guide, advance/post interviews </li></ul><ul><li>Timeline: When and where? </li></ul><ul><li>Budget: Always stay on or under budget! </li></ul><ul><li>Measurable Results: Earned media results </li></ul>
  6. 6. Public Relations Tools <ul><li>Updated media lists </li></ul><ul><li>Press Release </li></ul><ul><li>Media Guide (Event Overview, History, Fact Sheet, Leadership Bios) </li></ul><ul><li>Photos, video, graphics (place on an ftp site) </li></ul><ul><li>Web site (place all on your web site as soon as you release it) </li></ul>
  7. 7. The State of Today’s Media <ul><li>Overworked, tired or on furlough </li></ul><ul><li>Getting beat by bloggers for breaking news </li></ul><ul><li>The news hole is shrinking for them (fewer ad dollars means less time/space for news) </li></ul><ul><li>It’s a 24/7 news cycle with web sites </li></ul>
  8. 8. The News & Non-Profits <ul><li>News Pegs: Think like a reporter… </li></ul><ul><li>Localize a national story with your expert </li></ul><ul><li>Tie your news to the economy </li></ul><ul><li>Be proactive and offer a good story/interview </li></ul><ul><li>Know the media you are pitching; watch and read </li></ul>
  9. 9. Social Media <ul><li>Create your own Digital Media Network </li></ul><ul><li>Set up your Network:,,,, etc. </li></ul><ul><li>Educate your audiences on how to access your Network; offer exclusive incentives </li></ul><ul><li>Keep it fresh and new to engage audience with photos, video and timely news </li></ul>
  10. 10. Create A Digital Media Network <ul><li>Educate: </li></ul><ul><li>Educate yourself, customers and clients on how to use social </li></ul><ul><li>media as it fits your industry and how you will use it to </li></ul><ul><li>engage them. </li></ul><ul><li>Audience: </li></ul><ul><li>Who is your audience and what do they want from you? </li></ul><ul><li>How will they accept your information on which platform. </li></ul>
  11. 11. Create A Digital Media Network <ul><li>Tools: </li></ul><ul><li>Select the social media platforms you will use. You </li></ul><ul><li>don’t need to use them all but use them well. </li></ul><ul><li>Team: </li></ul><ul><li>Who is going to manage the Network? Who will be </li></ul><ul><li>the face of the Network? </li></ul>
  12. 12. Create A Digital Media Network <ul><li>Plan: </li></ul><ul><li>Create an editorial schedule for your Network so </li></ul><ul><li>you can effectively manage it. Be flexible but firm. </li></ul><ul><li>Measure: </li></ul><ul><li>Keep track of your efforts with a scorecard. </li></ul><ul><li>Measure the fans, followers, video views. </li></ul>
  13. 13. Contact Me <ul><li>Jackie Reau </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>