Benjamin Kirby and Eddie Burch of the JWB Communications Department presented a workshop titled "Media Toolbox for Non-Profits". The workshop covered creating a media kit with essential items like press releases and logos, being proactive in telling an organization's story through facts and existing resources, understanding today's constant news cycle and new media landscape, and preparing to appear on television. The presentation provided tips and examples for non-profits to effectively engage with media.

1. Media Toolbox for Non-Profits
The fundamentals of telling your story
in the age of New Media
Presented by the JWB Communications Department
Benjamin Kirby, Communications Manager & Eddie Burch, Communications Specialist
Monday, August 10, 2009

2. Media Toolbox for Non-Profits
Who are we? And why are we here?
Benjamin J. Kirby
Eddie Burch
Communications Manager, JWB
Communications Specialist, JWB
 Since 2007
 Since 2002
 Worked in healthcare advocacy
 Produces Award-Winning JWB TV
non-profits in Tampa & DC
 Photojournalist for WFTS, WINK,
 Worked in political campaigns
WAFF, WOWL
 Worked for DoJ, White House,
 Immediate Past Pres., FGCA
USDA, ONDCP

3. Media Toolbox for Non-Profits
On Our Agenda for Today
MEDIA KIT: WHAT DO WE NEED?
 Press Release
(How to write one)
 Logo Guidelines
 Mission Statement/About Your Organization
 Other Materials
BE PROACTIVE: TELLING YOUR GREAT STORY
 Using Facts & Figures
 Using the Resources You Have
 Looking for Teachable Moments
THE NEWS TODAY
 The Constant News Cycle
 Media Convergence
 Monitoring the News
BREAK!
YOU ON TV!
 Pretty Much What It Sounds Like

4. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
Press Release 101
What is a press release?
A news release, media release, press release or
press statement is a written or recorded communication directed at
members of the news media for the purpose of announcing something
claimed as having news value. Typically, they are mailed, faxed, or e-mailed to
assignment editors at newspapers, magazines, radio stations, television stations, and/or
television networks.

5. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
Contact info…
Press Release 101 Ensure you put the
Anatomy of a Press Release, Part 1 right person – the
person who knows
Date of the most about the
Release… subject…
ensure that it
says D R A F T
until the last
minute!
Headline…
Subheadline
Dateline…
Body (lede)

6. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
Press Release 101
Anatomy of a Press Release, Part 2
Repeat
Contact Info…
“Boilerplate”
information
about your
organization
The Timeless
Question:
-- 30 –
or
####

7. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
Logo and…
Logo Guidelines

8. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
 Mission Statement & “About Your Organization”
 Business Card
 Other information, as appropriate, including:
 The bio of the Executive Director (and/or appropriate staff)
 Information on a specific program
 Your latest newsletter
 An Annual Report

9. Media Toolbox for Non-Profits
Media Kit: What Do We Need?
In conclusion: You can’t mess this up! Include the pertinent
information, ensure that you can be contacted, and you’ll be
fine!
Confused yet?
Too bad. It only gets more complicated from here.

10. Media Toolbox for Non-Profits
Telling Your Story
You have a great story to tell… tell it!
 Be sure to use facts and figures
• Based on 2000-2007 U.S. Census Bureau survey data, 11.0% of the total Pinellas
County population, approximately 99,000 individuals, is estimated to have been
living below the poverty level. Of the total population classified as living in poverty,
29%, approximately 29,000, are under the age of 18 (representing 16.2% of the total
under 18 population).
• Foreclosure case filings in 2008 represented 4.6% of Pinellas County’s estimated
292,000 owner-occupied housing units - owner-occupied housing units are
estimated to account for 71% of total occupied housing units.
• Between 1970 and 2007, Pinellas County’s total population is estimated to have
increased at an average annual rate of 1.6% to 944,200, a total increase of
81%. During this same period, Pinellas’ 0-17 youth population grew at a slower
average annual rate of 1.1% to 179,700, an overall gain of 49%. In comparison,
Florida’s population increased at a more rapid average annual growth of 2.8% and
1.9%, respectively.

11. Media Toolbox for Non-Profits
Telling Your Story
You have a great story to tell… tell it!
 Remember Your Community Partners!
o Cooperman-Bogue!
To nominate someone for
a Cooperman Bogue
Award, visit
www.JWBPinellas.org
Judge Lincoln Bogue Leonard Cooperman

12. Media Toolbox for Non-Profits
Telling Your Story
Talk to us about JWB TV!
You can see JWB-TV at 6 p.m. everyday on the following stations:
 Bright House Networks
 Digital cable Channel 622, and Digital tier Channel 615 for Pinellas Park and
St. Petersburg.
 Knology and Verizon Channel 22
 WSPF Channel 615 or 15 in Pinellas Park and St. Petersburg.
 YouTube! www.youtube.com/jwbpinellas

13. Media Toolbox for Non-Profits
Telling Your Story
Look for “Teachable Moments”
Monitor the news and relate current news and events to the work you do.
Google News Alerts can help…
More on the
importance of
this in the next
section…

14. Media Toolbox for Non-Profits
The News Today
Pop Quiz!
Do you subscribe to a newspaper?
If no, do you read it online? If yes, how many newspapers do you read online?
How many national news outlets do you follow online?
How many TV news stations do you watch?
How many radio stations do you listen to?
How many blogs do you read per day?
How many skywriters do you read?

15. Media Toolbox for Non-Profits
The News Today
Welcome to the 24-Hour News Cycle…
And the world of traditional media convergence…
 WFLA News Channel 8 & Tampa Tribune & TBO
[Media General]
 10 Connects & St. Pete Times
…and the rise of New Media

16. Media Toolbox for Non-Profits
The News Today
What Is New Media? (And How Does It Help Me Do All This
Stuff You Want Me To Do?)
New media is a term meant to encompass the emergence of
digital, computerized, or networked
information and communication technologies in the later
part of the 20th century.
Most technologies described as "new media" are digital, often
having characteristics of being manipulatable, networkable,
dense, compressible, and impartial.

17. Media Toolbox for Non-Profits
The News Today
What Is New Media? (And How Does It Help Me Do All This
Stuff You Want Me To Do?)
Twitter
(microblogging) RSS Feeds
Facebook
“Social”
Bookmarking

18. Media Toolbox for Non-Profits
The News Today
But Why?
Because “New Media” is here to stay…
 In April 2009, the online social networking site Facebook reported its 200 millionth
user.
 In 2008, the micro-blogging site Twitter grew a staggering 752%, registering
nearly 4.5 million visitors for December of that year.
 The social bookmarking site del.icio.us passed 5.3 million users in November
2008.
 YouTube, bought by Google for $1.65 billion in 2006, hosted 2.5 billion videos
seen by 20 million unique visitors that year. Videos are available in 14 languages
(22 if different language variations are taken into account).
 The photo sharing site Flikr claims to host 3.6 billion images.

19. Media Toolbox for Non-Profits
The News Today
But Why?
…and you can no longer afford not to tell your story to the world.
“Well, I’m worried about safety!”
Despite the reach of social media, there are modest safety considerations. In
2008, the FBI’s Internet Crime Report noted that the Bureau’s Internet Crime
Complaint Center (IC3) received 275,284 complaint submissions. As noted in
the report, these filings were largely composed of complaints related to
fraudulent (and non-fraudulent) issues on the Internet.

20. Media Toolbox for Non-Profits
B R E A K !!!
Up Next….
YOU…
…on TV

21. Media Toolbox for Non-Profits
Thank you
JWB Communications
14155 58th Street North
Clearwater, FL 33760
Phone: 727-547-5600
Direct: 727-547-5677
Email: bkirby@jwbpinellas.org Direct: 727-547-5676
Email: eburch@jwbpinellas.org
www.JWBPinellas.org www.AboutPinellasKids.org