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Grass Roots Media Relations and Social Media for the Small Non-Profit

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Presentation given for the 2011 Ft. Worth PRSA community service event - a free workshop for area non-profit organizations

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Grass Roots Media Relations and Social Media for the Small Non-Profit

  1. 1. Grass Roots Media Relations & Social Media for the Small Non-Profit Ft. Worth PRSA 2011 Community Service Project Wednesday, October 5, 2011 Nancy Farrar, Moderator Gigi Westerman, APR Sandra Brodnicki, APR Richie Escovedo
  2. 2. Practical Things about MediaRelations Every Non-ProfitShould Know Secrets to Effective Storytelling Steps to Non-Profit Social Media Prowess
  3. 3. Practical Things about Media Relations Every Non-Profit Should Know1. What is media relations?2. Always be truthful -- and never “over-hype” Flowery language, superlatives, “first-ever,” “world’s first.”“Substitute ‘damn’ every time you’re inclined to write‘very’; your editor will delete it and the writing will bejust as it should be.” - Mark Twain. Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  4. 4. Practical Things about Media Relations Every Non-Profit Should Know3. Be consistent in “who you are” What’s your brand? What are your messages? What’s your boilerplate?4. Know your audience. Know the medium. Who do you want to reach? Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  5. 5. Practical Things about Media Relations Every Non-Profit Should Know5. Be helpful. You will be rewarded. Media relations is about – relating6. Timing is everything Deadlines, breaking news, holidays, milestones7. Be prepared to share your story using press releases, pitches and other PR tools effectively Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  6. 6. Secrets to Effective Storytelling1. Storytelling is an Art “A story is a fact, wrapped in an emotion that compels us to take an action that transforms our world.” -- The Elements of Persuasion - Maxwell & Dickman.2. Know The Moral To Your Story You can’t score if there is no goal line.3. Make it Relevant Timeliness. Trends. Stats. Humans. Successes. Emotion. Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  7. 7. Secrets to Effective Storytelling4. Dig DeepMining for gold takes time, creativity and commitment.5. Prepackaging Sells More StoriesMake it easy - concepts, facts, interview-ready sources.6. Who Loves You Baby?Find and nurture your Army of Advocates.7. Tell it to the DogPractice. Tweak. Practice. Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  8. 8. Additional Resources● The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business Richard Maxwell, Robert Dickman● How Come No One Knows About Us? The Ultimate Public Relations Guide: Tactics Anyone Can Use to Win High Visibility Robert Deigh Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  9. 9. Steps to Non-Profit Social Media Prowess1. Grow Bigger Ears Listen and monitor the conversation2. Personality as an Asset Its ok (and a good idea) to human3. Storytelling in the Social Sphere Tell your story otherwise someone else will4. Don’t re-create the Wheel See whats working for others and follow their lead Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  10. 10. Steps to Non-Profit Social Media Prowess5. Do Create the Reel Video is a powerful storytelling device6. Be Your Own Newsroom Communicate directly with your audience7. Learn from and Adapt to Change Social media can be a moving targetBONUS TIP: Dont be afraid to ask for help. Nancy Farrar, Moderator | Gigi Westerman, APR | Sandra Brodnicki, APR | Richie Escovedo
  11. 11. Contact:Nancy Farrar - nancyfarrar@att.netGigi Westerman, APR - gigi@strategicimage.comSandra Brodnicki, APR - sandra@brodnickipr.comRichie Escovedo - @vedo | http://nextcommunications.blogspot.com

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