How To Maximise PR For Your Charity


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An innovative seminar to help small businesses and charities compete favourably with big corporate organisations without breaking the bank

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  • Activities include Organizing events, exhibitions, public speaking/talks, media relation, publicity, etc
  • Recommendation: a steady stream of interesting, newsworthy stories that reporters and reporters will want to run with few adjustments as possible
  • Take advantage of major news stories and grab a hook along those lines for your story for more coverage
  • Define your purpose, focus on the main message, introducing only 2 or 3 additional points that support the main one Key messages, decide who to quote Bad image, story full of grammatical errors
  • 10 years ago facebook was used by a couple of college students, twitter less than 5 years old
  • Not more than 3 times in a 250 word release
  • Talk to customers, funders. Go through the magazines when you visit, local research library
  • Technorati monitors and categorizes millions of blogs based on subject matter. free subscription provides a simple way to track blogs. Click advance search and type your industry into blog directory search then a list will be compiled
  • Gives small organizations the chance to level the playing field
  • Integrate some social media networks eg. Facebook and Twitter Use Ping Fm
  • How To Maximise PR For Your Charity

    1. 1. How To Maximise PR For Your Charity Presented By: Paul Asinor Golden Stool Productions ‘ ’ If I were down to my last dollar, I’d spend it on public relations.’’- Bill Gates, Microsoft Founder
    2. 2. Session Outline <ul><li>In this session we will cover: </li></ul><ul><li>What is Public Relations </li></ul><ul><li>Press Releases-Importance, SEO Techniques, Distribution, etc </li></ul><ul><li>Targeting Various Audiences </li></ul><ul><li>Social Media and How It Can Be Used to Boost Your Organization’s Profile </li></ul>
    3. 3. What is PR? <ul><li>Public Relations describes the way issues and messages are communicated between an organization and the public. </li></ul><ul><li>It is the discipline that looks after corporate reputation. </li></ul><ul><li>It is the aim of PR to win understanding and support from, and to influence the opinions and behaviour of an organization’s key audiences. </li></ul><ul><li>Working to gain corporate sponsorship or creating excellent media relations to ensure good press coverage of fund raising activities eg. Live8, Make Poverty History </li></ul><ul><li>PR must communicate to both potential and current donors, how donations are spent and also highlight past successes </li></ul>
    4. 4. What is a Press/Media/News Release? <ul><li>A release is simply YOUR news story , written in a journalistic style. </li></ul><ul><li>It is extremely powerful marketing tool </li></ul><ul><li>Must be factual </li></ul><ul><li>Interesting </li></ul><ul><li>Timely </li></ul><ul><li>Newsworthy </li></ul>
    5. 5. Advantages/Disadvantages of Press Releases <ul><li>Advantages </li></ul><ul><li>More valuable/ can be low cost </li></ul><ul><li>Can reach a wider audience </li></ul><ul><li>More memorable/ impactful </li></ul><ul><li>More credible than advertising </li></ul><ul><li>Disadvantages </li></ul><ul><li>Competition with other stories </li></ul><ul><li>Can’t dictate what is said about you </li></ul><ul><li>Sometimes difficult to evaluate </li></ul>
    6. 6. Why do 99% of releases end up in the bin? <ul><li>Is your story good enough? </li></ul><ul><li>Tip 1 </li></ul><ul><li>Think like a journalist and treat them like colleagues </li></ul><ul><li>Tip 2 </li></ul><ul><li>Planning your release: 95% </li></ul><ul><li>Execution: 5% </li></ul><ul><li>It doesn’t matter how pretty your release looks like </li></ul><ul><li>You can spend hours stuffing releases when one email to the right target could get more results </li></ul>
    7. 7. Tips cont’d <ul><li>Tip 3 </li></ul><ul><li>Get yourself some media training, if possible </li></ul><ul><li>You’ll have a better understanding of the media and how they work </li></ul><ul><li>You’ll gain more confidence in how to deal with the media </li></ul><ul><li>Tip 4 </li></ul><ul><li>Convince yourself/ and or your boss </li></ul><ul><li>Would you be interested in the story? </li></ul><ul><li>Write a brief for yourself-objectives, key messages, headlines </li></ul><ul><li>Be specific </li></ul><ul><li>Keep it simple but smart-you should able to summarise it very simply </li></ul>
    8. 8. Tips cont’d <ul><li>Tip 5 </li></ul><ul><li>Journalists work to deadlines-make sure you meet them </li></ul><ul><li>Be opportunistic. The best coverage often times comes from being opportunistic </li></ul><ul><li>Tip 6 </li></ul><ul><li>Avoid sensationalism and puffery, words like leading, top, etc </li></ul>
    9. 9. What Makes News News? <ul><li>Identify a Hook for your story </li></ul><ul><li>A hook is an element of a story that attracts the attention of the media. Answer the question, why should I care? </li></ul><ul><li>Possible hooks </li></ul><ul><li>Controversy-agreement, different point of view </li></ul><ul><li>Human interest-real people, their triumphs </li></ul><ul><li>Anticipating trend </li></ul><ul><li>Something new </li></ul><ul><li>Date-specific stories eg. Back-to-school ..a hook for swine flu in children’s schools, Mother’s Day for breast cancer project </li></ul><ul><li>Special events-conferences, gatherings. Frame your story to capture </li></ul><ul><li>the issue and importance </li></ul>
    10. 10. Hooks cont’d <ul><li>Give an old story a fresh angle. New research findings </li></ul><ul><li>Anniversaries/Milestones </li></ul><ul><li>Celebrity. They draw media attention </li></ul><ul><li>People… like community leaders, individuals having interesting stories that tie in with your story </li></ul><ul><li>Anticipate trends. Stories that suggest new opinions, patterns, behaviour </li></ul>
    11. 11. How to write Powerful Releases <ul><li>Headline </li></ul><ul><li>Lead paragraph (containing brief who, what, where, when, why & how including key words, tags </li></ul><ul><li>Several supporting paragraphs including a quote or two from key management </li></ul><ul><li>Concluding paragraph/Call to Action </li></ul><ul><li>Boiler Plate about organization </li></ul><ul><li>Contact details </li></ul><ul><li>Remember the inverted pyramid-reporters cut from the top </li></ul><ul><li>Edit story/Proof read </li></ul>
    12. 12. Media’s Changing <ul><li>Newspapers are going bankrupt </li></ul><ul><li>24 hour media, cable, satellite, Internet </li></ul><ul><li>But still, media, customers, partners, public want to know what’s going on </li></ul><ul><li>The way want their news has also changed. They want it : </li></ul><ul><li>Now </li></ul><ul><li>Direct </li></ul><ul><li>Ability to comment/ pass on information to others </li></ul>
    13. 13. How Do You Target Your Release for Maximum Effect? <ul><li>Local/National Newspapers, TV/ Radio stations </li></ul><ul><li>Trade Publications </li></ul><ul><li>Use press release distribution sites </li></ul><ul><li>Become your own media outlet </li></ul><ul><ul><ul><li>Website (news page –information about your organization, history, number of employees, archived press releases, pictures, contact details) </li></ul></ul></ul><ul><ul><ul><li>Corporate Blog </li></ul></ul></ul><ul><ul><ul><li>Social media networks using linked in, facebook, twitter, engaging where customers, media are </li></ul></ul></ul>
    14. 14. Tips In Writing Releases For The Web <ul><li>Use keywords that are relevant to your target audience </li></ul><ul><li>Determine the theme and determine a list of keywords that will represent it. </li></ul><ul><li>Identify two or three of the most relevant search items that your audience is likely to use when searching </li></ul><ul><li>Write a keyword-rich thematic headline </li></ul><ul><ul><li>NB: Your headline is the most important sentence. Keep it keyword rich </li></ul></ul><ul><li>Utilize keywords in the lead paragraph and throughout the body of the release. </li></ul><ul><li>Be careful of ‘spam’ so don’t overdo it </li></ul>
    15. 15. Tips for Writing For The Web cont’d <ul><li>Write in a naturally flowing manner </li></ul><ul><ul><li>The aim is to make your audience click through to your website via a link at the end of the release. </li></ul></ul><ul><ul><li>The more natural and conversational your writing style, the more likely they are to follow the link </li></ul></ul>
    16. 16. Who Are Your Right Targets/Mix? <ul><li>Know your publics and where they go for information </li></ul><ul><li>Is it trade publications that cover the industry? </li></ul><ul><li>Is it the features editor at your local newspaper? </li></ul><ul><li>Is it where your competitors are advertising? </li></ul><ul><li>Is it the leading bloggers in your sector? </li></ul><ul><li>Next.. </li></ul><ul><li>Subscribe to these publications </li></ul><ul><li>Review the masthead to build a master list </li></ul><ul><li>Utilize search engines to find online editions of publications/relevant blogs…contact us, about us </li></ul>
    17. 17. Who Are Your Right Targets/Mix cont’d? <ul><li>Get target audiences in directories like BRAD, Willings Press Guide, Hollis Press, PR Annual </li></ul><ul><li>Use a media base </li></ul><ul><li>Use a blog specific search engine such as Technorati ( ) </li></ul><ul><li>Google blog search ( ) </li></ul><ul><li> </li></ul>
    18. 18. Use Press Release Distribution sites <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    19. 19. Use Your Company Website <ul><li>Create a Press Page </li></ul><ul><ul><li>Separate sections of your website where the media can come for relevant but up-to-the-minute information, </li></ul></ul><ul><ul><li>download images, watch videos, listen to podcasts, etc </li></ul></ul><ul><ul><li>Organizational information-location, </li></ul></ul><ul><ul><li>When founded, past achievements, press releases, contact details </li></ul></ul><ul><li>Put information regularly </li></ul>
    20. 20. Why Corporate Blog? <ul><li>The original social media, the ultimate word-of-mouth technique </li></ul><ul><li>A vehicle to post new link-worthy content </li></ul><ul><li>Keeps search engines coming back to your website, improving your SEO </li></ul><ul><li>Helps to disseminate information quickly to the public </li></ul><ul><li>Provides feedback from customers </li></ul>
    21. 21. PR Through Social Media Networks <ul><li>LinkedIn -biggest business social media network where you can communicate with similar-minded professionals, form and join groups, publish articles, comment, broadcast events provided with 3 free backlinks </li></ul><ul><li>Facebook - open a fan page separate from your personal page </li></ul><ul><li>Twitter -a micro-blog using140 characters, good for summary, links to website, retweets, etc </li></ul><ul><li> </li></ul><ul><li>Digg </li></ul><ul><li>MySpace, etc </li></ul>
    22. 22. How To Do It/Rules In Social Media <ul><li>Get others to brag about your event, organization, cause </li></ul><ul><li>Repost, retweets, comments, invite others in your sector to join </li></ul><ul><li>Online reach is significant </li></ul><ul><li>Retention high </li></ul><ul><li>Response potentially great </li></ul><ul><li>Consistency across channels </li></ul><ul><li>Choose friends wisely </li></ul><ul><li>Be social and personal, not private </li></ul><ul><li>Listen first, broadcast second </li></ul>
    23. 23. Twitter Do’s and Don’ts <ul><li>Do: </li></ul><ul><li>Post links and retweet information that relates to, parallels or complements your organization </li></ul><ul><li>Add value to others Twitter experiences </li></ul><ul><li>Be clear about the action you want people to take </li></ul><ul><li>Talk back and provide solutions to let tweeters know you are listening </li></ul><ul><li>Don’t: </li></ul><ul><li>Promote shamelessly </li></ul><ul><li>Feel obligated to follow back </li></ul><ul><li>Ignore people or leave your account unchecked </li></ul><ul><li>Be indulgent and irrelevant </li></ul>
    24. 24. Some Twitter Applications <ul><li>TwitPic ( ): allows the user to post a photo and tyhen share the Twitpic link via Twitter </li></ul><ul><li>Tipjoy ( ): lets users send small amounts of cash to charities and businesses across Twitter and then tweet about the payment as another way to share news about donations </li></ul><ul><li>TweetDeck ( : provides desktop software so that users can organize their tweets into columns such as @replies, direct messages, groups, etc </li></ul>
    25. 25. Summary <ul><li>You should now be able to: </li></ul><ul><li>Understand the importance of press releases and how to write them </li></ul><ul><li>Be able to use press releases to raise your profile and promote your organisation </li></ul><ul><li>Understand how to use search engine optimisation techniques </li></ul><ul><li>be able to use social media for your organisation </li></ul>
    26. 26. Thank You! <ul><li>Paul Asinor, Executive Director, Golden Stool Promotions </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Personal blog: </li></ul><ul><li>Facebook: </li></ul><ul><li>Linkedin: </li></ul><ul><li>Twitter: </li></ul><ul><li>For more information visit </li></ul>