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How to Really Get Heard - Champaign University Y 11-3-2009

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A quick 2-hour overview of nonprofit communications strategy, pitching old-school, social media the news and us, and some very quick and dirty spokesperson tips.

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How to Really Get Heard - Champaign University Y 11-3-2009

  1. 1. How toReally Get<br />Heard<br />UniversityYMCA<br />Gordon Mayer<br />
  2. 2. If you could write the headlineon your story, what would it say?<br />
  3. 3. CMWho?<br />
  4. 4. Why We Communicate<br />Turnout Attendance at an event<br />AwarenessUsually traces back to money<br />AdvocacyBest to engage audience<br />
  5. 5. What Are Our Goals?<br />
  6. 6. Who Are Our Audiences?<br />
  7. 7. What Are Our Messages<br />Got milk? / ¿Tomaleche?<br />http://www.gotmilk.com/fun/toma_leche_2.html<br />
  8. 8. Audiences Do Not Want<br />“mission statement” by Ecastro, from flickr<br />
  9. 9.
  10. 10.
  11. 11. FactsAreMeaningless<br />
  12. 12. WhatStoriesCarryMessagesTo Our Audiences?<br />
  13. 13. Crafting An Elevator SpeechWho We Are, In A Minute Or So<br />Hi! My name is _____ and I work with… <br />You know how… (problem)<br />Well, what we do is…(feature)<br />So that …(benefit)<br />We’re kind of like the…(metaphor)<br />Feature: the physical traits or description of what you do<br />Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?<br />Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.<br />
  14. 14. 6 Types of Stories<br />Oh No!...disaster, tragedy, bad news<br />Yes!...victory, agreement, improvement<br />Wow!...extreme, unique event<br />Hmmm!...thought-provoking, stimulating<br />Rituals...opening days, funerals, birthdays<br />News You Can Use...helpful information<br />
  15. 15. Pitching 2.0<br />1. Package<br />
  16. 16. 2. Practice<br />http://bit.ly/newsrelease<br />
  17. 17. 3. Pitch<br />“Do youhave aminute<br />for meto pitch<br />youa story?”<br />
  18. 18. If it’sthat easy,why isgettingnewscoverage so hard?<br />
  19. 19. ToMakeNews,YouNeedTo DoorCreate Something<br />Man bites Dog, Peter Blapps, from flickr<br />
  20. 20. Social Media<br />
  21. 21. The News…<br />Bob Black for CMW<br />
  22. 22. Tribune and Sun-Times, 1986-2008<br />Source = Newsbank, March 2009<br />
  23. 23. …and Us<br />How has communications changed? (summer 2009)<br />Disagree<br />Agree<br />
  24. 24. The Alternatives May Be Better<br />http://bit.ly/cmwethnic<br />Community news<br />
  25. 25. Help, I’m Nervous<br />Steven Poff, “July 31st 2008 - I Aimed, I Pulled the Trigger, from flickr<br />
  26. 26. Rock Star Interview Tips: Bridging<br />If you are asked a question not on your agenda, bridging is the effective way to respond. <br />Nikki Sixx, by Tawny Rockerazzi from flickr<br />
  27. 27. Interview Tips:Flagging<br />
  28. 28. More tips<br />“For instance…”<br />The three Cs<br />Best/Worst, Last/First<br />Ultimate expert<br />Quote your enemy<br />
  29. 29. PowerofThree<br />
  30. 30. PowerPoint, Handouts, & Anchor People<br />Scott Rekdal.com, 9/12/2007<br />
  31. 31. Thank you!<br />Learn more at the blog: www.communitymediaworkshop.org<br />Join our network at www.nonprofitcommunicators.ning.com<br />Gordon Mayer, gordon@newstips.org<br />312-369-7722<br />

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