A beginner\'s guide to developing media relations.

1. Press Training
Presented by Adam Short + Fred Spencer
www.clickwhirlimage.com
Wednesday, February 24, 2010

2. Professional Bio
• Adam Short
• Development & Program Manager,
Alliance of Artists Communities
• President/Partner, C!WI
• Fred Spencer
• RISD Continuing Education
• Creative Director/Partner, C!WI
Wednesday, February 24, 2010

3. What are “Media Relations”?
“Working with various media for
the purpose of informing the
public of an organization's
mission, policies, and practices in
a positive, consistent, and credible
manner.”
Source: http://en.wikipedia.org/wiki/Media_relations
Wednesday, February 24, 2010

4. Goals
• Maximize positive coverage in the
media without paying for it directly
through advertising
• Build public support & mobilize public
opinion
• Engage & communicate with target
audiences
Wednesday, February 24, 2010

5. Important Questions
• What is our “story”?
• Who is our target audience?
• What type of media do they prefer?
• What messages are most appealing
to them?
Wednesday, February 24, 2010

6. Media Outlets
• Print
• Newspapers, magazines, newsletters
• Radio
• Television
• Online
• Blogs, social media, rss feeds
Wednesday, February 24, 2010

7. Media Advisory
• Sent 3-4 days before an event
• Alerts and invites media
• Teaser info - 5 “w’s”
Wednesday, February 24, 2010

8. Media Advisory
Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948
Wednesday, February 24, 2010

9. Media Advisory
Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx
Wednesday, February 24, 2010

10. Press Release
• Sent to media up to a week before an
event
• Includes most important details of
your message
• Includes quotes from key
stakeholders
Wednesday, February 24, 2010

11. Press Release
Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113
Wednesday, February 24, 2010

12. Letter to the Editor/Op-ed
• Personal or
professional
perspective on an
issue
• Usually submitted
in response to an
issue
• Based on opinion,
supported by facts
Wednesday, February 24, 2010

13. Tips for Contacting Media
• Television
• Best time to call: 7AM-8AM;
9:30AM-11:30AM; and 1PM-4PM
• Plan ahead for Monday events and
news - info must be received
Thursday or Friday the week before
Wednesday, February 24, 2010

14. Tips for Contacting Media
• Print
• Call earlier in the day between 10
a.m. - 1 p.m.
• Know the deadlines (weekly, daily,
monthly) and the lead times
Wednesday, February 24, 2010

15. Building a Successful
Relationship
• Do your research
• Consistently follow-up
• Keep it brief and newsworthy
Wednesday, February 24, 2010

16. Taking it Online
• Email Blast
• Social and Collaborative Media
• Syndication
• Content and Event Updates
• Video Content
Wednesday, February 24, 2010

17. Email Blast
• Build and maintain a reliable
audience database
• Ask for permission to contact
• 3rd Party Tools
• constantcontact.com
Wednesday, February 24, 2010

18. Social and Collaborative
• Facebook Fan Pages and Twitter
• LinkedIn
• Blogs/Forums
• wordpress.com
• Audience Feedback
• getsatisfaction.com
Wednesday, February 24, 2010

19. Syndication
• Establish RSS Feeds
• Integrate easily with blog platform
• feedburner.com
Wednesday, February 24, 2010

20. Content and Event
Updates
• Constant updates to main and social
media websites
• Establish an online calendar
• google.com/calendar
Wednesday, February 24, 2010

21. Video content
• Video content can be more engaging
for an online audience
• youtube.com
• vimeo.com
• 33 billion online videos consumed by
U.S. web users (December 2009)
Source: http://ir.comscore.com/releasedetail.cfm?ReleaseID=443299
Wednesday, February 24, 2010

22. Resources
• How to Develop Good Relationships
With the Media for a Nonprofit
Organization
• http://www.ehow.com/how_17219_develop-
relationships-with.html
• Developing a Press Kit
• http://www.philanthropyjournal.org/resources/
marketingcommunications/developing-press-kit
Wednesday, February 24, 2010

23. Resources
• RI Citizens for the Arts
• Media Advocacy Toolkit
• http://www.ri4arts.org/advocacy-toolkit.htm
• Colorado Nonprofit Association
• Media Toolkit
• http://www.coloradononprofits.org/media
%20toolkit.pdf
Wednesday, February 24, 2010

24. Resources
• State of Rhode Island General
Assembly
• 2009 RI Media Guide
• http://www.rilin.state.ri.us/News/pubs/
MediaGuide.doc
• Nonprofit Marketing Guide
• http://www.nonprofitmarketingguide.com/
resources/articles/
Wednesday, February 24, 2010