A short deck on generating earned media for charity runs, walks and rides. Talk originally given at the Association of Fundraising Professionals conference in Toronto

1. PR and social media for your charity event Jackson Wightman – Director of Communications, CauseForce

2. Bio Director of Communications at Causeforce Shoppers Drug Mart Weekend to End Women’s Cancers Enbridge Ride to Conquer Cancer The Underwear Affair Entrepreneur FAIT ICI – local focused organic store in Montreal www.faitici.ca Contributing Editor at PR Daily www.prdaily.com Blogger www.jacksonwightman.com

3. Outline Charity events and media coverage: the challenge Your participants = your best asset Using video Using the exclusive Using social (esp. Twitter) to get coverage Guerrillas in the mist?

4. Charity Event PR: the challenge

5. Charity Event PR: the challenge “So many events, so many causes” Condensed season Media inundated with pitches Media in flux BUT PR has changed so profoundly that you can win with a mix of old and new tools

6. Participants = your best asset

7. Your participants = your best asset Heart strings to move action Participants humanize event/cause Mine community constantly Internal comms key Empowering them to get press

8. Using video

9. Using video Your events ARE visual Video: site, sound and motion Flip cam = $200 Culture of “shaky video” Ultimate social object Amazing for storytelling Video must be ready quickly Increase chances of coverage due to macro factors

10. The Exclusive and you Old PR tool Media does not want to cover same story But you need them to So, you give them slightly different angle by pitching participant exclusives WEWC TO case study

11. Social and your PR Red herring debate on where to house social Your PR team BETTER know Twitter Greatest media relations tool since the press release Solves age old PR problems Quick way to help reporters Stay on their radar Be SEEN to be sharing content

12. Guerrilla warfare?

13. Guerrilla warfare

14. Guerrilla warfare Media stunts are appealing Great way to placate stakeholders Need to be different Visual first but with interview opps Limited power to drive bottom line Best practice: grassroots initiatives where you empower your community to drive bottom line

15. Takeaways Crowded field = coverage hard to score Need to tug at heartstrings Capitalize on current ease/culture of video Give media “multiple angles of same story” Social not just a “community building” tool If you use guerilla it needs to be more than a photo op

16. Thank You! Questions? Please follow up with me! Email: jwightman@endcancer.ca Twitter: @jaxx09 www.jacksonwightman.com