The Six Ps of Non-Profit Media Relations
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The document outlines Janet Asaro's presentation on the "Six Ps of Non-Profit Media Relations" to the Public Relations Society of America Alaska Chapter. The six Ps are: PREDICT potential story angles and outcomes; PRESERVE the organization's brand and mission; PREPARE messages to answer anticipated questions; PREEMPT potential controversies through open communication; PROPOSE story angles focused on actual news; and PROCESS resulting media coverage to assess messaging and lessons learned. Asaro has over 20 years of experience in public relations, marketing, and strategic communications for non-profits, arts, healthcare and other sectors.
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The Six Ps of Non-Profit Media Relations
- 1. The “Six Ps” of Non-Profit Media Relations by Janet Asaro Presented to the Public Relations Society of America Alaska Chapter
- 2. Janet Asaro EXPERIENCE: 20+ years Public Relations, Marketing EXPERTISE: Strategic Communication, Plan Development, Group Facilitation, Crisis Management, Writing, Advertising BREADTH: Arts, Health Care, Education, Tourism, Non-Profits PERSONAL STYLE: Straightforward and authentic ABOUT ME
- 3. Six Ps of Non-Profit Media Relations STRATEGIC and tactical approaches on… how to meet the MISSION while delivering the MESSAGE and managing the MEDIA COVERAGE WHAT WE’LL COVER
- 4. Six Ps of Non-Profit Media Relations PREDICT the potential… Story angles Headlines Outcomes PREDICT
- 5. Six Ps of Non-Profit Media Relations PRESERVE your brand Mission focus Keep the promise made to your stakeholders PRESERVE
- 6. Six Ps of Non-Profit Media Relations PREPARE the message, answering questions... You’re sure they’ll ask You hope they won’t ask You want them to ask PREPARE
- 7. Six Ps of Non-Profit Media Relations PREEMPT controversy Ongoing dialog with partners Open communication with reporters PREEMPT
- 8. Six Ps of Non-Profit Media Relations PROPOSE the angle Focus on “actual” news When citing confidentiality, offer a follow-up PROPOSE
- 9. Six Ps of Non-Profit Media Relations PROCESS resulting media coverage Message conveyed? What did you learn? PROCESS
- 10. Six Ps of Non-Profit Media Relations PREDICT potential outcomes PRESERVE your brand PREPARE the message PREEMPT controversy PROPOSE the angle PROCESS the result
- 11. The “Six Ps” of Non-Profit Media Relations Questions? © Janet Asaro
Editor's Notes
- What makes non-profit media relations differ from for-profit or government media relations?Basic principles of good media relations are the sameMessaging is tied to missionSpokesperson’s priority is the organization’s mission first; then getting the media what they need/using the media to further your missionThat means sometimes you’ll be in a position where you can’t comment (legally/ethically)Today I’m presenting Six Ps of Non-Profit Media Relations illustrated through a couple scenarios
- HAVE A PURPOSE IN MINDI want to accomplish…What could be the angle from the reporter’s perspective?EXAMPLE: Museum and Alaska State Fair have the similar exhibits opening at almost same timePotential story angles negative: Will it hurt the museum’s exhibit? Are you two fighting? “Those scoundrels”Potential Outcomes: Controversy could drive awareness but in a negative way; not how we want to launch; create a “bad guy” and pit 2 orgs against each other (NOT the news you want)
- HOW DOES THIS SITUATION FURTHER OUR PURPOSE?As a museum and non-profit, people expect us to take the high road and work well with other organizations (we are about community and highest ideals of culture and education)Yet we are held accountable for being good stewards of our resources and making sound decisions; this had the potential of making us look like we hadn’t planned wellKeep the focus on the exhibit itself and the benefits of bringing it to Anchorage
- DEVELOP A STRATEGY AND TALKING POINTSSure they’ll ask: “How will this affect you?” “Did you know about this exhibit?”You dread them asking: “Will you lose money?” “Are you angry?” You hope they’ll ask: “What are the benefits of having two exhibits?” “Why should someone come to yours/come twice?”Choose a spokesperson who can keep emotion in check
- IT’S HARD TO HAVE CONTROVERSY WHEN LINES OF COMMUNICATION ARE OPENSecrecy is like blood in the water: feeds media interest; damages credibility; encourages spokesperson end-runsPARTNER EXAMPLE: Spoke with the Fair to clear the air; discuss how to handle questions; let them know what we said in the interviewMEDIA EXAMPLE: It took us by surprise; we’ve spoken to the Fair; our focus remains on brining a remarkable exhibition that people could see again and again and learn something new every time
- WHEN YOU FEAR A NEGATIVE STORY, STRATEGY IS EVEN MORE IMPORTANTMove from one issue to another and reframeEXAMPLE STATE FAIR: “Let me put it in perspective…” “What’s important to remember is…” What that means is.’’EXAMPLE: When you can’t comment – Explain why (professional ethics? Legal reasons? Someone’s confidentiality; Say why you can’t and then give them something you canKnow what is a matter of public record for your industry and take the opportunity to provide context (i.e. salary info, court case, patient status)
- ASSESS THE COVERAGE AND USE IT TO PLAN FOR THE NEXT STORYThe teaser was” “Can Anchorage handle two human bodies exhibitions?” Better than 2 orgs fighting!The opportunity presented: Gave us a chance to see what controversial issues that exhibit raised before ours opened so we could address them
- TAKE IT IN STRIDE – THERE WILL ALWAYS BE ANOTHER OPPORTUNITY TO POLISH YOUR SKILLS!