This document provides an overview of public relations and social media strategies for sports nonprofit organizations. It discusses the importance of establishing clear goals and messaging for PR and social media. Key topics covered include creating media lists, crafting effective pitches, measuring results, and best practices for content creation and distribution across various social media platforms. The document aims to help nonprofits better understand how to utilize PR and social media to promote their missions.
The "Three As" of Nonprofit Social Media SuccessBloomerang
Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland.
Nonprofit organizations should focus on three categories of content in their social media messaging — the “Three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts.
About Steven Shattuck:
Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.
Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls.
Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.
On March 1, the Community Foundation of Sarasota County attended the North Port Art Association's "Where Art Meets Community," an evening gathering of nonprofits staff, board members and others in the community. Presented by Susie Bowie.
As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.
The "Three As" of Nonprofit Social Media SuccessBloomerang
Ever since social media gained widespread adoption, one persistent question has vexed individual users and brands: What do we talk about online? Knowing what content is best to post can mean the difference between an active online community and a barren digital wasteland.
Nonprofit organizations should focus on three categories of content in their social media messaging — the “Three A’s.” Attend this session to find out how you can apply each of the three A’s to your organization’s social content in order to maximize engagement, achieve search engine rankings, increase website traffic and generate donations. We’ll also explore how best to measure the success of your social media efforts.
About Steven Shattuck:
Steven Shattuck is VP of Marketing at Bloomerang. As a HubSpot Certified inbound marketer, he is a contributor to Nonprofit Hub, National Council of Nonprofits, Ragan, Social Media Today, Search Engine Journal, The Build Network, HubSpot, Technorati, Content Marketing Institute and Business2Community. Steven has spoken at national and local conferences, and is frequently interviewed by media outlets for his expertise in digital marketing.
Steven serves in a marketing/communications role on several nonprofit committees and has spoken at Association of Fundraising Professionals and the National Council of Nonprofits events, webinars and conference calls.
Recipient of the David Letterman Scholarship, he graduated with honors from Ball State University in 2006 with a degree in Telecommunications and Creative Writing.
On March 1, the Community Foundation of Sarasota County attended the North Port Art Association's "Where Art Meets Community," an evening gathering of nonprofits staff, board members and others in the community. Presented by Susie Bowie.
As part of Agilon's Fall Webinar Series, Ann Oleson, Founder of Converge Consulting presents a case study of one nonprofit's efforts to track Social Media ROI.
What’s a hashtag? What should you tweet…and when? With 302 million active users, Twitter is a marketing powerhouse. Learn how to set up an account, get more followers, build a community and establish thought leadership in your industry.
Using WhatsApp to Increase Engagement with Multicultural CommunitiesBloomerang
https://bloomerang.co/resources/webinars/
Naira Bonilla will show you how to connect with diverse communities and create strong relationships using WhatsApp, the #1 messaging app in the world.
How to Build An Army of Online Brand Ambassadors4Good.org
Nonprofits are strapped for resources – staff time is minimal and marketing budgets are nonexistent. What are some creative ways that you can build buzz and spread the word about your nonprofit on the cheap? Consider tapping into your existing network to find Brand Ambassadors – supporters that will voluntarily promote your nonprofit and your cause by blogging, tweeting and speaking publicly about how much they love you! People who want to spread the word about your cause, raising money and awareness are by far your greatest online asset – if they are identified, engaged and acknowledged correctly!
Social media gone wrong: What NOT to do onlineChad Wiebesick
Just as quickly as social media can help your business, it can hurt it. Even worse, a social media blunder can cost you your job. Here are lessons learned from real-life examples of people who lost their jobs, lost clients or tarnished their business reputation. You’ll learn what not to do – and what to do – to ensure you’re using social media to effectively promote your business.
How to Empower Staff to be the Voice for your Organization Through Social MediaFarra Trompeter, Big Duck
Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising Conference on July 10, 2014.
As communications patterns have shifted to a reality where everyone is the spokesperson for your nonprofit, how you and your colleagues use social media can greatly impact your organization's reputation and relationships with the community.
Creating a strategy for using social media is no longer optional for nonprofits. Social media tools include a fast-changing and constantly growing collection of web-based and mobile technologies. These tools turn formerly broadcast and one-way messages into an interactive conversation and can be hugely effective for social change organizations. In this session, Julia Campbell outlined the 11 steps that your organization can take to create a strategy and plan for your social media efforts. A little planning goes a long way!
How To Use Metrics To Improve Your Social Media MarketingChad Wiebesick
It’s all too easy to get lost in the volume of metrics and Big Data that comes with having a social media presence. Social media can be an effective direct marketing platform, but only when you’re measuring the right metrics and focused on the right objectives. Many marketers routinely measure Facebook followers, retweets and other popular social media data, but there are other metrics that are even more important that many people ignore altogether. This presentation shows how you can use data to improve your social media marketing efforts.
Presented at the 20th annual Advanced Integrated Marketing Symposium hosted by the Detroit chapter of the Direct Marketing Association.
What’s a hashtag? What should you tweet…and when? With 302 million active users, Twitter is a marketing powerhouse. Learn how to set up an account, get more followers, build a community and establish thought leadership in your industry.
Using WhatsApp to Increase Engagement with Multicultural CommunitiesBloomerang
https://bloomerang.co/resources/webinars/
Naira Bonilla will show you how to connect with diverse communities and create strong relationships using WhatsApp, the #1 messaging app in the world.
How to Build An Army of Online Brand Ambassadors4Good.org
Nonprofits are strapped for resources – staff time is minimal and marketing budgets are nonexistent. What are some creative ways that you can build buzz and spread the word about your nonprofit on the cheap? Consider tapping into your existing network to find Brand Ambassadors – supporters that will voluntarily promote your nonprofit and your cause by blogging, tweeting and speaking publicly about how much they love you! People who want to spread the word about your cause, raising money and awareness are by far your greatest online asset – if they are identified, engaged and acknowledged correctly!
Social media gone wrong: What NOT to do onlineChad Wiebesick
Just as quickly as social media can help your business, it can hurt it. Even worse, a social media blunder can cost you your job. Here are lessons learned from real-life examples of people who lost their jobs, lost clients or tarnished their business reputation. You’ll learn what not to do – and what to do – to ensure you’re using social media to effectively promote your business.
How to Empower Staff to be the Voice for your Organization Through Social MediaFarra Trompeter, Big Duck
Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising Conference on July 10, 2014.
As communications patterns have shifted to a reality where everyone is the spokesperson for your nonprofit, how you and your colleagues use social media can greatly impact your organization's reputation and relationships with the community.
Creating a strategy for using social media is no longer optional for nonprofits. Social media tools include a fast-changing and constantly growing collection of web-based and mobile technologies. These tools turn formerly broadcast and one-way messages into an interactive conversation and can be hugely effective for social change organizations. In this session, Julia Campbell outlined the 11 steps that your organization can take to create a strategy and plan for your social media efforts. A little planning goes a long way!
How To Use Metrics To Improve Your Social Media MarketingChad Wiebesick
It’s all too easy to get lost in the volume of metrics and Big Data that comes with having a social media presence. Social media can be an effective direct marketing platform, but only when you’re measuring the right metrics and focused on the right objectives. Many marketers routinely measure Facebook followers, retweets and other popular social media data, but there are other metrics that are even more important that many people ignore altogether. This presentation shows how you can use data to improve your social media marketing efforts.
Presented at the 20th annual Advanced Integrated Marketing Symposium hosted by the Detroit chapter of the Direct Marketing Association.
A foundation course on networked journalism I gave to journalism graduate students from Azerbaijan, Armenia and Georgia at the European Commission, 17 November 2011.
This presentation looks at the changing nature of B2B communications in the context of changes wrought by social media. It was given at BMA Milwaukee on May 12, 2011.
Modern PR professionals: the persuasive storytellersBob Pickard
Creating a winning communications campaign demands that PR professionals master an array of new skills, the most important of which is the art of digital storytelling. It’s not good enough to know how to create a Facebook fan site, drive followers on Twitter, or cobble together conversation communities on different social networks. The key to success isn’t just the technology. Success starts by learning how to master the new narrative approach that digital technology enables. Fundamental to making ‘stories that succeed’ is understanding how to apply ‘the psychology of persuasion’ to planning PR projects so that target audiences do and think what you want them to do or think. By combining the latest marketing theory with practical tips along with a video case study, the presentation will look at how tomorrow’s PR people can start thinking today about the transformative behaviors that will help them master the new media environment.
There are 1.5 million non-profits with an estimated $2.6 trillion in assets. Some are huge operations including the United Way, Red Cross, American Cancer Society and the YMCA. Some lobby. Some compete against non-profits. They all compete against each other for donations. All face compassion fatigue, and many run into PR difficulties ... or worse (see Lance Armstrong and Livestrong). They may not be for profit and for the most part they are well respected, but they still need reputation and brand management in our 24-7-365 digital society.
Paper, plastic, or neither? This ubiquitous question posed at the checkout aisle was recently examined in a comprehensive consumer study by Edelman Berland. Amidst a trend of grocery bag regulations in some cities and states, ‘reusable’ shopping bags which include non-woven polypropylene and low density polyethylene bags, are often emphasized in legislation as an environmentally friendly alternative to paper and plastic bags. The team conducted this consumer survey to determine how often consumers reuse their ‘reusable’ bags and also find out which bag consumers ultimately pick for groceries.
Theorical basis: Excellence, Critical and Rhetorical theories in Public Relat...Stephen Tindi
Theories are helpful in understanding and explaining the actions of organizations, PR practitioners and publics. The Excellence, Critical and Rhetorical theories provide useful information on meaning-making between organizations and their publics.
The Edelman Cloverleaf forecast reflects our latest thinking on the digital information ecosystem and the convergence of content publishers and technology platforms.
The research is based on dozens of interviews conducted across six parts of the Edelman Cloverleaf™.
In this presentation, Orange County Library System staff will learn about our current social media accounts, strategic plan, as well as how they can help be ambassadors for the library in the current social media landscape.
Community Training Institute Presentation - Social Media Level 2Cooper Koch
Presentation about social media to made to staff members from various nonprofit groups in Dallas-Fort Worth who attended the annual Community Training Institute conference. This was the second of two presentation made at the conference on the topic of social media - the first being a very basic intro/overview, and this one, with some more advanced advice and examples.
How to build a kickass public interest campaign - for NAMACLyndal Cairns
Strategies, tips and tools for developing a successful public relations campaign - notes from a webinar by Lyndal Cairns for the National Alliance for Media Arts and Culture in September, 2014.
Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Medi...Sports and Social Change
The core of this session is mastering communication with your target audience, through "Earned Media" (traditional news and lifestyle channels) and "Owned Media" (internal tools, such as newsletters, blogs and social media). We explore how to create news-worthy content and events, drafting a press release, building a targeted media list and how to outreach to journalists, identifying the best social media channels for your brand (i.e. – Facebook / Twitter / YouTube / Pintrest / Linkedin / Quora) and developing an internal content strategy.
Give To Grow: Community Service and the Hyperlocal AgentMaura Neill
You love what you do and you’re dedicated to your community, it’s what drives you AND builds your business at the same time. Find out how this win-win can be leveraged for even greater good. Founder of projects such as “Trick or Treat for Troops” and “Hot Dogs for Homeless Dogs”, Maura has incorporated a Giving Initiative into her marketing plan; she’ll show you how you can involve your clients in charity events and giving as a way to stay in touch and foster a deeper connection and engagement with your sphere. Feel great about growing your business, increasing good will, and creating a legacy of helpfulness in your business.
On Dec. 12th, 2015, T.Marie Media Group Founder TaQuinda Marie presented to an audience of budding and current authors looking to kick start their public relations efforts.
Creating an Earned Media Strategy: Fast Ways to Engage Local Media and Motiva...Enroll America
There are significant benefits of working with local radio, television, and print media outlets to get the word out about enrollment. Check out the recording and slides to learn how earned media can be effective in engaging non-English speaking individuals and minority groups in general, free of charge. You can find out about ways to engage local media and use this powerful tool to educate and motivate consumers to take action.
Building an audience is no mean feat. It takes a lot of time and dedication.
This session was recorded with Enterprise Nation and available as a recording on their platform. These slides go through everything that was discussed.
Key takeaways:
-Learn how to create a plan to optimise your site for search
-Understand the power of social media
-Discover how you can get featured in the media
Crowdfunding for Your Cause, training for the Utah Non Profits Association.
Training by Devin Thorpe of the Your Mark on the World Center (YourMarkOnTheWorld.com).
5 Real World Non-Profit Challenges Solved through Social MediaFlorida Blue
Social media can solve non-profits' five most common challenges, including:
Ensuring your mission and brand is accurately depicted.
Creating advocates.
Fundraising.
Keeping volunteers engaged.
Doing more with less money and less time.
This presentation was shared during the Florida Blue Foundation's 2014 Sapphire Awards and Symposium at the World Golf Village Renaissance Resort by Annie Erstling and Kate Warnock.
Similar to Public Relations & Social Media for Nonprofit Sports Organizations (20)
A relatively new marketing strategy, Cause Marketing is built around the concept of aligning a brand or business with a charitable cause for mutual benefit. This is not about donations or simply fundraising, but instead about developing an integrated marketing plan with a cause related partner that fits with your brand identity and your company philosophy. We will show you how to research and identify the right cause for your brand, define the roles of the relationship, create a messaging platform, and how to engage your employees, vendors, partners and customers with the cause.
Promotions can be an effective tool for driving traffic and increasing sales. We explore several options for creating promotional campaigns, including discounting, "buy one, get one" strategies, incentives/frequent buyer programs, holiday themed promotions, time sensitive promotions and more. The goal is to identify a set of promotional tools that can be effective in accomplishing short-term and long-term sales goals, without negatively impacting profit margins.
This session shows how to connect with your target audience in environments where they can have a hands-on experience with your brand, products and services. This includes event marketing and sponsorship, experiential campaigns, product sampling, street teams and guerrilla marketing. We cover how to find the right mix of events and grassroots opportunities, establishing a budget, staffing, execution and post-activity evaluation.
This session provides attendees with an opportunity to gain an understanding of the components of effective advertising and paid media campaigns; how to evaluate various types of media; learn advertising industry terminology; examine emerging advertising issues in traditional and new media, plus examples and rationales of common practices. All types of media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the Internet.
A brand is simply a person’s emotional connection to a product, service, or company. We will discuss how to forge this relationship through design and personal experience with your brand. The session will include a general overview of the principles of marketing and branding, and delve deeper into topics such as brand strategy, research and positioning, design elements and naming, as well as brand extensions. Logos and naming are the two most basic elements of any brand, and we will discuss them at length.
Presentation given at the "Social Change Symposium" 5/13/11, organized by the "Social Entrepreneurship and Change" program at Pepperdine University's Graduate School of Education and Psychology.
Some of the programs highlighted include:
Street Soccer USA
Homeless World Cup
The Great Football Giveaway
Love Futbol
Peace Passers
Soccer in the Streets
Football Aid
Project GOAL
Kick 4 Life
WhizzKids United
USA Power Soccer
This was a presentation I made at the PIRATES (Print, Interactive, Radio and Television Education Society) event at ESPN Zone in Los Angeles, on Cause Related Marketing in the Sports Industry.
Participants at the event included:
LA Sparks
LA Dodger's Dream Foundation
SportsandSocialChange.org
Serbia vs England Tickets: Serbia Prepares for Historic UEFA Euro 2024 Debut ...Eticketing.co
Eticketing.co offers UEFA Euro 2024 Tickets to admirers who can get Serbia vs England Tickets through our trusted online ticketing marketplace. Eticketing.co is the most reliable source for booking Euro Cup Final Tickets. Sign up for the latest Euro Cup Germany Ticket alert.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Slovakia Vs Ukraine Tickets on our website at discounted prices.
Euro Cup international supporters can book Euro 2024 Tickets from our online platform Worldwideticketsandhospitality.com. Followers can book Turkey Vs Portugal Tickets on our website at sale prices.
Narrated Business Proposal for the Philadelphia Eaglescamrynascott12
Slide 1:
Welcome, and thank you for joining me today. We will explore a strategic proposal to enhance parking and traffic management at Lincoln Financial Field, aiming to improve the overall fan experience and operational efficiency. This comprehensive plan addresses existing challenges and leverages innovative solutions to create a smoother and more enjoyable experience for our fans.
Slide 2:
Picture this: It’s a crisp fall afternoon, driving towards Lincoln Financial Field. The atmosphere is electric—tailgaters grilling, fans in Eagles jerseys creating a sea of green and white. The air buzzes with camaraderie and anticipation. You park, join the throng, and make your way to your seat. The stadium roars as the Eagles take the field, sending chills down your spine. Each play is a thrilling dance of strategy and skill. This is what being an Eagles fan is all about—the joy, the pride, and the shared experience.
Slide 3:
But now, the day is marred by frustration. The excitement wanes as you struggle to find a parking spot. The congestion is overwhelming, and tempers flare. The delays mean you miss the pre-game excitement, the tailgate camaraderie, and even the opening kick-off. After the game, the joy of victory or the shared solace of defeat is overshadowed by the stress of navigating out of the parking lot. The gridlock, honking horns, and endless waiting drain the energy and joy from what should have been an unforgettable experience.
Our proposal aims to eliminate these frustrations, ensuring that from arrival to departure, your experience is extraordinary. Efficient parking and smooth traffic flow are key to maintaining the high spirits and excitement that make game days special.
Slide 4:
The Philadelphia Eagles are not just a premier NFL team; they are an integral part of the community, hosting games, concerts, and various events at Lincoln Financial Field. Our state-of-the-art stadium is designed to provide a world-class experience for every attendee. Whether it's the thrill of game day, the excitement of a live concert, or the camaraderie of community events, we pride ourselves on delivering a fan-first experience and maintaining operational excellence across all our activities. Our commitment to our fans and community is unwavering, and we continuously strive to enhance every aspect of their experience, ensuring they leave with unforgettable memories.
Slide 5:
Recent trends show an increasing demand for efficient event logistics. Our customer feedback has consistently highlighted frustrations with parking and traffic. Surveys indicate that a significant number of fans are dissatisfied with the current parking situation. Comparisons with other venues like Citizens Bank Park and Wells Fargo Center reveal that we lag in terms of parking efficiency and convenience. These insights underscore the urgent need for innovation to meet and exceed fan expectations.
Slide 6:
As we delve into the intricacies of our operations, one glaring issue emer
Mats André Zuccarello Aasen, commonly known as Mats Zuccarello, was born on September 1, 1987, in
Oslo, Norway. He grew up in the bustling neighborhood of Løren, where his passion for ice hockey began
at a young age. His mother, Anita Zuccarello, is of Italian descent, and his father, Glenn Aasen, is
Norwegian. This multicultural background played a significant role in shaping his identity and versatility
on and off the ice.
Boletin de la I Copa Panamericana de Voleibol Femenino U17 Guatemala 2024Judith Chuquipul
holaesungusto.- Boletín final de la I Copa Panamericana de Voleibol Femenino U17 - Ciudad de Guatemala 2024 que se realizó del 27 de mayo al 01 de julio, en el Domo Polideportivo Zona 13.
Fuente: norceca.net
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Croatia vs Italy Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Poland Vs Netherlands Tickets on our website at discounted prices.
Euro Cup fans worldwide can book Euro 2024 Tickets from our online platform www.worldwideticketsandhospitality. Fans can book Denmark Vs England Tickets on our website at discounted prices.
Results for LtCol Thomas Jasper, Marine, for the 2010 Marine Corps Marathon held October 31, 2010, marking the 35th annual marathon known as "The People's Marathon."
An impressive finishing time of 3:46:39, placing 324th in the Male division ages 40-44.
Spain vs Italy Spain at Euro Cup 2024 Group, Fixtures, Players to Watch and M...Eticketing.co
Euro Cup 2024 fans worldwide can book Spain vs Italy Tickets from our online platform www.eticketing.co. Fans can book Euro Cup Germany Tickets on our website at discounted prices.
Spain vs Croatia Date, venue and match preview ahead of Euro Cup clash as Mod...Eticketing.co
We offer Euro Cup Tickets to admirers who can get Spain vs Croatia Tickets through our trusted online ticketing marketplace. Eticketing.co is the most reliable source for booking Euro Cup Final Tickets. Sign up for the latest Euro Cup Germany Ticket alert.
5. Public Relations
“If I was down to my last dollar,
I’d spend it on Public Relations.”
~ Bill Gates
6. Paid / Earned / Owned Media
Expand your Definition of Media
Paid
Advertising
Direct Mail
Events
Earned
Public Relations
Reviews
Word of Mouth
Owned
Blog
Email
Packaging
Social Media
9. Public Relations
Understanding Earned Media
Public Relations success comes from:
• Creating newsworthy stories
• Announcing accomplishments & milestones
• Introducing new programs or services
• Highlighting Organizational expertise
10. Public Relations
Establish your Messaging Platform
• What is the Cause your Organization is focused on?
• How do you specifically impact the Cause?
• What makes your Organization unique?
•Do you have an interesting story of how the Org was
founded?
• Are you the only Org doing what you do in the
Region/State/Country?
• Is it a model for other Organizations to follow?
• Is what you’re doing tied to any particular trend?
11. Public Relations
Establish your Messaging Platform
The “Why” comes 1st
“Who” “What” “Where” “When” “How”
Supporting proof points for your message
12. Public Relations
Establish your Messaging Platform
Maintain consistency across ALL platforms:
• Website copy
• Brochures/Collateral
• Social Media Feeds
• Interviews & Speeches
13. Public Relations
Creating a Media List
What does your audience watch/read/listen to?
• Print - Magazines/Newspapers/Weeklies
• Digital - Online/Mobile/Newsletters/Blogs
• Radio - AM-FM/Satellite/Podcasts
• Television - Network/Cable/Local
14. Public Relations
Creating a Media List
• Identify the Story
• Identify the Outlets / Reporters
• Find contact info: email/phone/twitter/fax
(look on the masthead, in bylines, at the end of articles)
• Gather data: circulation/audience, frequency of
distribution, editorial calendar, pitch format
15. Public Relations
Creating a Media List
• News - Local / National
• Sports News - Local / National
• Lifestyle - Local / National
• Sports Specific - Baseball, Soccer, Golf, etc.
• Cause Specific - Education, Environment, Health
• Other Outlets - Alumni Publications, Airlines, etc.
17. Public Relations
Creating a Media List - Introduce Yourself!
Introduce your Organization, your impact & what
you have in the pipeline that's newsworthy
• Describe your nonprofit and its mission
• Make yourself available as a resource
• List topics on which you can speak
• Make them aware of your website & social media
20. Public Relations
Creating the Pitch
1. Identify the Good Story
Look for a single, compelling focus:
• Is this part of a trend?
• Is there a news hook ?
• Do you have an upcoming event?
• Celebrity tie-in?
• Compelling human interest story about one of
the people you’re serving?
Every event at your nonprofit
is NOT a news story!
21. Public Relations
Creating the Pitch
2. Simplify Your Writing
• Use clear, straightforward language
• Tell you story in a logical sequence
• Be concise: What best conveys the message &
the emotion of the story?
How would you explain it to a stranger?
22. Public Relations
Creating the Pitch
3. Be Clear and Specific with Results
• How much money have you raised?
• How many people have you impacted?
• How much have you been able to improve a
certain situation?
Keep key statistics updated and accessible
23. Public Relations
Creating the Pitch
4. Frame the Story as Part of a Bigger Picture
• Is your cause Regional? National? Global?
• How are you working towards solutions in this
area that impact the cause Nationally/Globally?
24. Public Relations
Creating the Pitch
5. Talk About your Impact on People
• Stories about how people’s lives were changed
for the better by your Org?
• Keep a current database of stories & people who
are willing to talk to the media
• Does your founder or staff have a story or
compelling personal reason for being involved?
"If you want to show that war is hell,
write about the soldier, not the Army.”
~ unknown WWII Journalist
25. Public Relations
Creating the Pitch
6. Be Time and News Sensitive
• Track the trends and respond accordingly
• What is your organization doing that impacts
current news?
• Can you tie-in with a current event?
- Olympics/World Cup/Super Bowl/World Series
• Are you doing something around a specific
holiday/event/time of year?
26. Public Relations
Creating the Pitch
7. Set Realistic Expectations
• Don't expect to always get an in-depth story
• Don't expect to get repeat features in the same
media outlet
It is easier to be mentioned in a story
than it is to get a story written exclusively
about your nonprofit.
27. Public Relations
Writing Tips - Best Practices
• Headline: 80-100 characters, 120 max
• 1st Paragraph should address:
Who/What/Why/When/Where?
• Write in the 3rd Person
• Stay around 500-700 words, if possible
• Include all of your contact info: Website, Phone,
Email, Social Media
28. Public Relations
Writing Tips - Best Practices
• Proofread. Then proofread AGAIN.
• Have a boilerplate "About the Organization”
• Link the names of people quoted in a release to
their bios or a related blog post they’ve authored
• Employ bullet points to highlight key points and
draw readers’ eyes deeper into the copy.
29. Public Relations
Writing Tips - Best Practices
DO NOT
• Use exaggerated words: Amazing, Revolutionary,
Ground-breaking, Fantastic
• Send attachments, unless asked
• Call repeatedly to follow up
• Send the same press release twice
- Media Alerts (ex: for an event) are OK as reminders
30. Public Relations
We Didn’t Get In :-(
• Respect news judgment and the reporter’s time
management
• Don’t get annoyed or act rudely if the story on
your organization is cut or doesn’t run
• Keep the reporter informed on future events
Saturated Market:
Over 15,000 Press Releases are generated every week
(PRweb.com Oct '12)
31. Public Relations
Resources:
Press Release Distribution / Wire Services
• PR Newswire
• Business Wire
• PR Web
• Pitch Engine
• Endurance Wire (Running/Triathlon/Cycling)
• U Wire (Colleges/Universities)
33. Public Relations
Resources:
• TV News Assignment Desks
• Local News Service
• PRSA LA - Quality Time for PR Minds
• www.PRdaily.com
• www.Technorati.com
• www.MediaBistro.com / @FishbowlLA
• www.SportsandSocialChange.org
- post your Press Releases, Announcements, Volunteer
Requests and Events for FREE!
35. Paid / Earned / Owned Media
Expand your Definition of Media
Paid
Advertising
Direct Mail
Events
Earned
Public Relations
Reviews
Word of Mouth
Owned
Blog
Email
Packaging
Social Media
38. Social Media
Understanding Owned Media - Goals
Define specific, actionable, and reasonable goals
Are you trying to:
• Develop buzz and interest around your cause?
• Generate relevant & targeted traffic to your site?
• Build capacity and reach more people with your
programs & services?
• Generate registration to events?
• Attract & engage more volunteers?
39. Social Media
Understanding Owned Media - Audience
Find the channels/platforms that make the most
sense to reach your audience:
• Twitter
• Facebook
• YouTube
• Linkedin
• Pinterest
• Instagram
• Flickr
• Tumblr
41. Social Media
Understanding Owned Media - Tools
What tools are needed to CREATE and DISTRIBUTE
content on Social Media?
• Text: Blog/Facebook/Twitter/Google+/Linkedin
• Photos & Graphics: Instagram/Pinterest/Tumblr
• Video: YouTube/Vimeo/Vine/Instagram
• Audio: Podcasts/Soundcloud
42. Social Media
Social Media and Causes
Source: Waggener Edstrom - Digital Persuasion Report
What motivated you to take action for a cause?
45. Social Media
Goals
“The Like/Follow is the beginning
of the relationship between you and
your audience, not the end.”
Do those people do what I want them to do?
How can I get them to do it?
How are you making it a valuable community?
How will you get them to come back?
Source: Carie Lewis, Deputy Director, Online Communications, The Humane Society
46. Social Media
Goals - Be Specific
Having a presence is not a strong end goal
• Define exactly what you’re hoping to accomplish
• Assess whether your organization has the time
and resources to devote
• Get more focused and demonstrable results
EX: Pinterest — strong goals might include
getting views on specific campaign-focused photos,
getting links back to your website, and connecting
with female volunteers in specific markets.
47. Social Media
Goals - Measurement
What are you measuring?
• # of actions taken
• # of donors
• Amount of donations
• # of names for database
• Service "wins”
• Most Shared/Commented/Liked Content
• Event RSVPs
• Volunteers recruited
48. Social Media
Goals - Measurement
When you measure your results…
• You know what platforms and types of content
are delivering results
• Decide what’s worth continuing to pursue
• Be Specific on what “success” means -
donations, event attendees, exposure to key
audience
Reporting on your successes can convince board
members on the value of social media, especially
when it helps you to better meet your mission.
49. Social Media
Goals - Measurement
Apply Metrics to the following Categories:
• Reach: unique visitors, page/video views, time
spent on website
• Buzz - inclusion in trending topics, blog mentions,
connection to key influencers
• Engagement - likes, retweets, shares, posts
• Transaction - leads, donations, registrations,
volunteers secured
• Participation - fans, followers, check-ins, sign-ups
• Advocacy - comments, feedback, polls
Source: Booz & Company
50. Social Media
Goals - Timeline
Design a timeline of small, attainable goals and
stick to them
Explore a new channel, establish your presence,
upload certain content, gain a certain number of
followers
By reaching certain benchmarks of success, you
will be more encouraged to move forward
52. Social Media
Audience
FACEBOOK: 1.15 billion users / 700 million daily
active users; Majority between 18-25; 60% female
• 23% of users check their accounts 5x or more
every day
• 819 million monthly users access Facebook
through a mobile device
• Over 1 million websites have integrated with
Facebook
Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media
Statistics and Figures from 2012
53. Social Media
Audience
TWITTER: 555+ million users; Majority
between 18-29; 57% female
• Best tool for interacting in real-time
• Urban-dwellers are significantly more likely
users than both suburban and rural residents.
Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media
Statistics and Figures from 2012
54. Social Media
Audience
GOOGLE+: 170+ million users; Majority
between 26-34; 63% male
• 625,000 people join Google + every day
• Google "+1" button is used 5 million times per
day
Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media
Statistics and Figures from 2012
55. Social Media
Audience
PINTEREST: 12+ Million Users. Majority
between 26-44; 68% female
• Equally popular among those 18-29 and 30-49
• 50% of users have Children
• 57% of users interact with Food-related content
Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media
Statistics and Figures from 2012
56. Social Media
Audience
INSTAGRAM: 130+ Million Users. Majority
between 18-29; 61% female
• 45 million photos shared every day
• Top 10 Hashtags (as of 8/12/13):
#love #instagood #me #cute #tbt #eyes #nice
#statigram #throwbackthursday #photooftheday
Sources: Pew Internet Report - The Demographics of Social Media Users 2012; Huffington Post: 100 Fascinating Social Media
Statistics and Figures from 2012
58. Social Media
Tools - Content Creation
Develop a Content Marketing Plan
• Who? Responsibilities
• What? Set Your Topics (Themes, Seasons, Holidays, Events)
• When? Set a Schedule / Use a Calendar
• Where? Appropriate Channels
• How? Tools (HootSuite, Twitterfeed, Sprout Social, TweetDeck)
59. Social Media
Tools - Content Creation
Topics:
• Current news
• Upcoming events / recaps
• Individual success stories
• Reached a milestone or goal
• Want input on an issue
• Anniversary / Celebration
68. Social Media
Tools - Content Distribution / Examples
World Bicycle Relief (YouTube)
69. Social Media
Tools - Content Distribution
Other Platforms/Tools:
• StumbleUpon - Stumbling for Good
• Reddit - "Front page of the Internet”
• DeHood - local
• Blasterous - Social-Local-Mobile (SoLoMo)
• Change.org - petitions
• Chirbit - Audio creation/sharing
• Creation tools - MemeGenerator / GifBoom
70. Social Media
Best Practices / Tips
• Ask people to "please RT" & "please share" or "sign
the pledge" - people tend to do what they’re asked.
• Answer and thank everyone - builds trust and loyalty,
makes them feel appreciated
• Monitor keywords, hashtags and trends relevant to
your cause & sport - stay informed and engaged
• Have an open but moderated forum on your pages.
Don't disable posting/commenting by your fans;
monitor and engage where necessary, delete obvious
spam.
71. Social Media
Best Practices / Tips
• Test different copy/content - see what is working
based on your goals
• Vary your topics: Fun, insightful, topical, asks, events,
thought-provoking, themed
• Follow/Like Organizations with similar missions and
programs - and share their content!
• Follow/Like other Local Organizations - and share
their content!
72. Social Media
Hashtags
• Makes content easy to find on the channels
Twitter/Facebook/Google+/Instagram/Pinterest/Tumblr
• Search Engine friendly
• Keywords #nonprofit #volunteer #LosAngeles
#baseball #soccer #tennis #golf
• Hashtags.org - what is trending
73. Social Media
Communicate your Presence
Remind & encourage your supporters to follow
your Organization on your social media platforms
• Website
• Email signature
• Email newsletter
• Print collateral
• Channel to Channel