Public Relations &
Social Media for Non-Profits
Community Leadership Connection
May 1, 2010
Kristin & Jeff Lucido
How many have issued press releases?
How many have invited media to an event?
How many were pleased with the media coverage that
How many have started a Facebook/Twitter account?
Why Public Relations?
Public relations is considered more credible than a paid
Creative PR can complement a marketing plan to create
buzz and build momentum
PR can position your organization as a leading authority in
Print media -- older, more expensive, declining readership
Radio -- targeted approach based on demo and format
Internet -- focused approach based on niche
Public Relations Planning
Objective: what do you want to communicate?
Target Audience(s): to whom are you communicating?
Key messages/prepping your spokesperson: what will you
say; think sound bites
Tactics: press release, media alert, media briefing, media
event, press conference
Timeline: when and where?
Measurable Results: earned media results
Public Relations Tools
Updated media lists
Media kit (organization overview, history, fact sheet,
Photos, video, graphics (web accessible/easy download)
Website (place all on your site as soon as you release it)
The State of Today's Media
Overworked, tired or on furlough
Smaller staffs, more beats per reporter
Getting beat by bloggers for breaking news
It’s a 24/7 news cycle encompassing all forms of digital
Think like a reporter
Localize a national story with your expert
Tie your news to the economy
Be proactive and offer a good story/interview
Know the media you are pitching; watch and read
Package the story; make it easy for the reporter
Create your own Digital Media Network
Set up your network:
Facebook, Twitter and LinkedIn
Educate your audiences on how to access your Network; offer exclusive incentives
Keep it fresh and new to engage audience with photos and timely news
Select the social media platforms you will use. You DO NOT need to use them all but
use them WELL.
Who is going to manage the network?
Who will be the face of the network? How will you continue/enhance your message
via the network?
Create an editorial schedule for your network so you can effectively manage it.
Keep track of your efforts with a scorecard.
Measure the fans, followers, video views.
Social Media's Reach
400 M registered members,
50% active any given day
100+ M mobile users,
twice as active as non-mobile members
Average user has 130 friends
105+ M users
50 M tweets per day
65+ M users
What is Social Media?
Tools that help people everywhere to connect in real time,
engage in real conversations, and share relevant information
with each other.
Social media is about conversations!
What Social Media Is Not
Quick and easy
Your entire online strategy
The ultimate fundraising tool
Just a promotional tool
Well, you have to . . .
Gain a new audience
Control your brand
5 Rules of Social Media
1. Listen. It's not about your organization. It's about people's
relationship with you. Listen before you speak.
2. Get Involved. Social media is about conversations and
building relationships. It takes effort and time. Don't just talk
about yourself. Be inspiring.
3. Give up control. You can't control the conversation. If you
want people to spread your message, you have to trust
4. Be honest. You can't spin the truth with social media. Be
open, honest and authentic in everything you say and do.
5. Think long term. Don't expect immediate, easily
measurable results. It takes time to build trust and make
Resources ... we have just scratched the surface. If you are
interested in more in-depth practices and examples please