The document provides a comprehensive guide on maximizing public relations (PR) for charities, focusing on the importance of press releases, audience targeting, and the effective use of social media. It offers practical tips for crafting compelling press releases, identifying news hooks, and leveraging online platforms to enhance visibility and engagement. Additionally, the document highlights the evolving media landscape and the necessity for organizations to adapt their communication strategies accordingly.

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. Session Outline In this session we will cover: What is Public Relations Press Releases-Importance, SEO Techniques, Distribution, etc Targeting Various Audiences Social Media and How It Can Be Used to Boost Your Organization’s Profile

3. What is PR? Public Relations describes the way issues and messages are communicated between an organization and the public. It is the discipline that looks after corporate reputation. 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. Working to gain corporate sponsorship or creating excellent media relations to ensure good press coverage of fund raising activities eg. Live8, Make Poverty History PR must communicate to both potential and current donors, how donations are spent and also highlight past successes

4. What is a Press/Media/News Release? A release is simply YOUR news story , written in a journalistic style. It is extremely powerful marketing tool Must be factual Interesting Timely Newsworthy

5. Advantages/Disadvantages of Press Releases Advantages More valuable/ can be low cost Can reach a wider audience More memorable/ impactful More credible than advertising Disadvantages Competition with other stories Can’t dictate what is said about you Sometimes difficult to evaluate

6. Why do 99% of releases end up in the bin? Is your story good enough? Tip 1 Think like a journalist and treat them like colleagues Tip 2 Planning your release: 95% Execution: 5% It doesn’t matter how pretty your release looks like You can spend hours stuffing releases when one email to the right target could get more results

7. Tips cont’d Tip 3 Get yourself some media training, if possible You’ll have a better understanding of the media and how they work You’ll gain more confidence in how to deal with the media Tip 4 Convince yourself/ and or your boss Would you be interested in the story? Write a brief for yourself-objectives, key messages, headlines Be specific Keep it simple but smart-you should able to summarise it very simply

8. Tips cont’d Tip 5 Journalists work to deadlines-make sure you meet them Be opportunistic. The best coverage often times comes from being opportunistic Tip 6 Avoid sensationalism and puffery, words like leading, top, etc

9. What Makes News News? Identify a Hook for your story A hook is an element of a story that attracts the attention of the media. Answer the question, why should I care? Possible hooks Controversy-agreement, different point of view Human interest-real people, their triumphs Anticipating trend Something new Date-specific stories eg. Back-to-school ..a hook for swine flu in children’s schools, Mother’s Day for breast cancer project Special events-conferences, gatherings. Frame your story to capture the issue and importance

10. Hooks cont’d Give an old story a fresh angle. New research findings Anniversaries/Milestones Celebrity. They draw media attention People… like community leaders, individuals having interesting stories that tie in with your story Anticipate trends. Stories that suggest new opinions, patterns, behaviour

11. How to write Powerful Releases Headline Lead paragraph (containing brief who, what, where, when, why & how including key words, tags Several supporting paragraphs including a quote or two from key management Concluding paragraph/Call to Action Boiler Plate about organization Contact details Remember the inverted pyramid-reporters cut from the top Edit story/Proof read

12. Media’s Changing Newspapers are going bankrupt 24 hour media, cable, satellite, Internet But still, media, customers, partners, public want to know what’s going on The way want their news has also changed. They want it : Now Direct Ability to comment/ pass on information to others

13. How Do You Target Your Release for Maximum Effect? Local/National Newspapers, TV/ Radio stations Trade Publications Use press release distribution sites Become your own media outlet Website (news page –information about your organization, history, number of employees, archived press releases, pictures, contact details) Corporate Blog Social media networks using linked in, facebook, twitter, engaging where customers, media are

14. Tips In Writing Releases For The Web Use keywords that are relevant to your target audience Determine the theme and determine a list of keywords that will represent it. Identify two or three of the most relevant search items that your audience is likely to use when searching Write a keyword-rich thematic headline NB: Your headline is the most important sentence. Keep it keyword rich Utilize keywords in the lead paragraph and throughout the body of the release. Be careful of ‘spam’ so don’t overdo it

15. Tips for Writing For The Web cont’d Write in a naturally flowing manner The aim is to make your audience click through to your website via a link at the end of the release. The more natural and conversational your writing style, the more likely they are to follow the link

16. Who Are Your Right Targets/Mix? Know your publics and where they go for information Is it trade publications that cover the industry? Is it the features editor at your local newspaper? Is it where your competitors are advertising? Is it the leading bloggers in your sector? Next.. Subscribe to these publications Review the masthead to build a master list Utilize search engines to find online editions of publications/relevant blogs…contact us, about us

17. Who Are Your Right Targets/Mix cont’d? Get target audiences in directories like BRAD, Willings Press Guide, Hollis Press, PR Annual Use a media base Use a blog specific search engine such as Technorati ( http://www.technorati.com ) Google blog search ( http://www.blogsearch.google.com ) http://www.mediauk.com

18. Use Press Release Distribution sites http://www.Bignews.biz http://www.PRnewswire.com http://www.PRLog.com http://www.Pressreleasepoint.com http://www.PRUrgent.com http://www.PR.com http://www.24-7PressRelease.com http://www.PageRelease.com

19. Use Your Company Website Create a Press Page Separate sections of your website where the media can come for relevant but up-to-the-minute information, download images, watch videos, listen to podcasts, etc Organizational information-location, When founded, past achievements, press releases, contact details Put information regularly

20. Why Corporate Blog? The original social media, the ultimate word-of-mouth technique A vehicle to post new link-worthy content Keeps search engines coming back to your website, improving your SEO Helps to disseminate information quickly to the public Provides feedback from customers

21. PR Through Social Media Networks 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 Facebook - open a fan page separate from your personal page Twitter -a micro-blog using140 characters, good for summary, links to website, retweets, etc Del.icio.us Digg MySpace, etc

22. How To Do It/Rules In Social Media Get others to brag about your event, organization, cause Repost, retweets, comments, invite others in your sector to join Online reach is significant Retention high Response potentially great Consistency across channels Choose friends wisely Be social and personal, not private Listen first, broadcast second

23. Twitter Do’s and Don’ts Do: Post links and retweet information that relates to, parallels or complements your organization Add value to others Twitter experiences Be clear about the action you want people to take Talk back and provide solutions to let tweeters know you are listening Don’t: Promote shamelessly Feel obligated to follow back Ignore people or leave your account unchecked Be indulgent and irrelevant

24. Some Twitter Applications TwitPic ( www.twitpic.com ): allows the user to post a photo and tyhen share the Twitpic link via Twitter Tipjoy ( www.tipjoy.com ): 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 TweetDeck (www.tweetdeck.com) : provides desktop software so that users can organize their tweets into columns such as @replies, direct messages, groups, etc

25. Summary You should now be able to: Understand the importance of press releases and how to write them Be able to use press releases to raise your profile and promote your organisation Understand how to use search engine optimisation techniques be able to use social media for your organisation

26. Thank You! Paul Asinor, Executive Director, Golden Stool Promotions Email: [email_address] Personal blog: http://www.paulasinor.blogspot.com Facebook: http://facebook.com/pages/Golden-Stool-Promotions Linkedin: http://www.linkedin.com/in/paulasinor Twitter: http://www.twitter.com/Paulasinor For more information visit http://www.goldenstoolpromotions.com