The Media Relations Summer Camp 2012 in Hamilton, ON, brought together nonprofits to learn about media relations and social media from experienced PR professionals, culminating in pitch sessions with local reporters. The camp emphasized the importance of storytelling, focusing on what makes a story newsworthy rather than simply worthy, and provided strategies for effective pitches. It aimed to help organizations better communicate their impact and build relationships with the media to enhance their profiles in the community.

1. Media Relations
Summer Camp 2012

2. On July 10 & 12, campers from a dozen nonprofits
and community groups in Hamilton, ON got together
with a team of seasoned PR pros / camp counselors.
Together, they got crash courses in media relations &
social media, practiced and polished story ideas and
then made their pitches to reporters, columnists and
editors with The Hamilton Spectator.
The annual media relations summer camp is offered
free of charge by The Hamilton Spectator and Mohawk
College to support local community builders.
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3. The positive press payoff
Telling the wrong story
Pitching the right story
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4. The positive press payoff
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5. Reputation & profile building
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6. Relationship building
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7. Standing out.
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8. Showing appreciation.
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9. Building up your trust and
forgiveness account.
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10. Too many nonprofits pitch
the wrong stories.
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11. Just because it’s worthy
doesn’t mean it newsworthy.
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12. Ribbon cuttings!

13. Giant cheque presentations!

14. Groundbreakings!
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15. Fundraisers!

16. Gala dinners!
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17. Do you really want to be known for
big scissors, big cheques and
big holes in the ground?
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18. And does anyone else care?
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19. We’re broke!
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20. No one’s buying tickets
to our big event!

21. The media is under no obligation
to help bail you out.
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22. You have
a much
better
story to
tell.
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23. The first question every reporter,
editor and producer will ask you.

24. Why should I care?
Why should our readers?
Our listeners?
Our viewers?
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25. You provide this...
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26. Create that…
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27. Make this a better place.
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28. Build resilience.
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29. Build hope.
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30. Build a healthier community.

31. Build a more prosperous
community.
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32. In 30 seconds or less, what do you
provide, create or build?

33. Focus on where you’re
a trailblazer – first &
better than the rest.
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34. Put someone amazing
in the spotlight.
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35. Make it as easy as possible for
the reporter to tell your story.
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36. Give the reporter an
all-access pass.
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37. Pitch to the right reporter.

38. Email your pitch.
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39. The subject line is
your headline.
Make it clear,
concise and
compelling.
Max. of 3-4
sentences in the
body of your email.
End with contact
info (work & cell #s,
weekend #) 39

40. Be bold. Be brief. Be quiet.
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41. Be flexible.
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42. Don’t be annoying.

43. Don’t pick a fight.
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44. Email a quick thank you.
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45. Be there when the
media need you.
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46. Other ways to make a name
for yourself and your
organization.
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47. Be a thought leader.
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48. Submit award nominations.
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49. Use social media.
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50. The key to great media relations.
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51. Jane Allison
Manager, Community
Partnerships
Hamilton Spectator
jallison@thespec.com
@JaneattheSpec
Jay Robb
Director of Communications
Mohawk College
jay.robb@mohawkcollege.ca
@jayrobb
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