Wmprsa media strategy for nonprofs


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  • Journalists have one audience, and many PR pros trying to get through to them
  • PR people advocate for a client/organization to multiple journalists in order to reach multiple publics (which vary as audiences for different media)
  • Wmprsa media strategy for nonprofs

    1. 1. Media RelationsMessaging for Nonprofits<br />Tim Penning, PhD, APR<br />GVSU School of Communications<br />September 15, 2011<br />
    2. 2. Why Get Publicity?<br />What does publicity do for your nonprofit?<br />
    3. 3. Why Should Media Care?<br />Why would the news media write an article or air a story about your nonprofit organization?<br />
    4. 4. What is news?<br />Timely (old news is not news)<br />Proximity (more local = more newsworthy)<br />Impact (affect on news audiences)<br />Conflict (two or more sides is more interesting)<br />Novelty (unusual, new, unique)<br />Emotion (human interest, drama)<br />Prominence (celebrity, recognized, large presence)<br />
    5. 5. Finding/Generating News <br />Be a ‘reporter’ in your own organization (or client’s)<br />Get to know employees in all departments<br />Attend meetings, MBWA<br />Use internal publications<br />Pay attention to media, reporters, so you know what interests them, what they cover<br />
    6. 6. Media Relations Objectives<br />PR Purpose Behind Media Relations<br />Outcome– awareness, attitude, action?<br />Specific publics to reach (audiences)<br />What interests those publics (what’s news to them)?<br />Which medium or media best reach those publics with that kind of news?<br />Who is best messenger, spokesperson (who to quote) for that message and audience?<br />
    7. 7. PR/Media Intersection<br />N<br />E<br />W<br />S<br />
    8. 8. Media Relations & Persuasion<br />Media relations is persuasive because of third-party credibility.<br />
    9. 9. Making Media Relations Persuasive<br />Know characteristics of journalists and publics<br />Be or have a credible source for news interviews<br />Appeal to self-interest of publics<br />Be clear<br />Consider timing and context of news cycle<br />Appropriate blend of emotion and fact<br />
    10. 10. Barriers to News Coverage<br />Media gatekeepers<br />Marketing vs News (media are a business)<br />Narrowcasting (more media, smaller audiences)<br />Information overload (you compete with thousands)<br />
    11. 11. So, Media Strategies:<br />Select right media (rifle, not shotgun)<br />Frame news in interest of readers, not just organization<br />Be helpful to journalists<br />Consider timing as well as topic<br />Localization<br />(All the while keeping your PR objectives in mind)<br />
    12. 12. Journalists/PR Pros Conflicts<br />
    13. 13. Journalist = Gatekeeper<br />
    14. 14. PR Pro = Advocate<br />
    15. 15. Editorial Calendars <br />Themes and plans for future stories<br />Used to sell ads, but useful to pitch stories related to themes, special sections—more topical than timely<br />Usually used with long-lead publications<br />In TV think about ‘sweeps’ weeks<br />
    16. 16. Deadlines<br />Different for print, radio, TV<br />In print, different for daily, weekly, monthly (short vs long-lead time)<br />With online, news is 24/7<br />Remember, media compete and want to get story at same time so PR pros need to balance deadlines<br />Deadlines are deadlines—if you don’t respond they do story without you<br />
    17. 17. Handling mistakes <br />If you don’t like a negative story, keep in mind you need to maintain long-term relationship with reporters<br />If there is an error in FACT (ie not just that you didn’t want the story to run) then you can ask for a correction<br />Asking a reporter to kill a negative story means you lose all credibility with them<br />Use letters to editor, online forum to respond if necessary<br />
    18. 18. Editorial Board Meetings<br />Newspapers have editorial boards, made up of editor, publisher, editorial page editor, a few key reporters<br />Meeting with them is an opportunity to give input for an editorial, pitch an idea for editorial or article<br />Arrange by contacting editorial page editor<br />Have succinct points ready to make, and be prepared for questions<br />
    19. 19. Reaching Reporters<br />Email (but no attachments)<br />Phone<br />Fax (not as much anymore)<br />Mail – if need to send a sample or something<br />SMS, RSS—let them subscribe to YOU and your online newsroom<br />
    20. 20. Radio/TV Journalists<br />Producer—produces specific news programs and other shows. Often the one to book guests for interviews (not the on-air talent)<br />News director—the manager of the news division. Sometimes appropriate to pitch story if it’s big or requires special treatment, ie ‘sweeps’ idea. At radio often assigns other reporters.<br />Assignment editor—The key news decision maker at TV stations. They work at the assignment desk and review news releases and assign reporters and photographers.<br />Reporters—reporters have ‘beats’ and are often responsible for coming up with their own ideas. Beyond covering regular meetings etc, they appreciate news releases and story ideas from PR pros. If they get the story they will fight for it with the assignment editor.<br />Public service director—specifically for PSAs.<br />Promotions director/community affairs director—the PR person for the station. Good contact if you want to have a station be a media sponsor or partner in some other way. Not the contact for regular news.<br />
    21. 21. Print Journalists<br />Editor—could be a news contact but only if a small paper. <br />Managing editor—often handles day to day administration of paper and overview. Not necessarily a news contact unless a small paper.<br />Section editor—(eg: business editor, sports editor) they edit a specific section and could be the person to send story ideas to.<br />Beat reporters—print media have more regular beats (broadcast most often are general assignment). So you can tailor a story to the correct beat reporter (business, religion, health etc) Beats can be very specific in some local markets, eg GR Press has furniture beat reporter.<br />
    22. 22. Special Opportunities:Print<br />Specific beats<br />Specific sections<br />Editorial calendar<br />Business journals<br />Weeklies<br />Minority media<br />
    23. 23. Special Opportunities:Broadcast<br />Beats, when they have them (politics, health, education locally)<br />Special segments (ex: Health segment as part of news show)<br />Talk shows (Ex: ‘Morning Show’ on WOOD; ‘Take Five’ on TV 13; also national programs)<br />Community relations, public affairs (Ex TV 8 ‘Connecting With Community’<br />Sweeps rating periods<br />
    24. 24. Special Opportunities:Online<br />Blogs (special treatment required)<br />Online sections of print/broadcast media<br />Online only publications (egwww.rapidgrowthmedia.com)<br />
    25. 25. News Conferences<br />THERE MUST BE ACTUAL NEWS—and probably really significant<br />Media are interested in visual (photo--op) and/or prominent speaker(s)<br />Time of day is a factor<br />availability of reporters around deadlines, newscasts<br />opportunity for ‘live’ broadcast<br />send advisory early<br />Location is a factor<br />must be easily accessible for media<br />if locale is interesting, its more likely for coverage<br />
    26. 26. News Conferences<br />An orderly program of who speaks, when, about what is vital--should be done for news value, not just for egos or organizational objectives. Prepare speaking points<br />Equipment needed--mult box, mikes, etc<br />Be willing to take questions--anticipate what they might be and have answers ready<br />Have visuals--banners, backdrop, props, etc<br />Have materials on hand--media kit <br />
    27. 27. Questions?<br />