5 Simple Ways to Boost Your Nonprofit's Media Relations Strategy
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https://bloomerang.co/resources/webinars Join Antionette Kerr, Co-Author of the book Modern Media Relations for Nonprofits, to learn five simple ways to boost coverage.
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5 Simple Ways to Boost Your Nonprofit's Media Relations Strategy
- 1. Five SIMPLE Ways to Boost Your Nonprofit's Media Relations Strategy Antionette Kerr April 18th, 2019
- 2. ABOUT US ANTIONETTE KERR ▸ More than 2 decades covering nonprofits through radio and print publications affiliated with The New York Times, GateHouse Media, Halifax Media and the Public News Service ▸ Nonprofit leader for more than 15 years ▸ Combined those passions to form Bold & Bright Media Find me on Twitter and Facebook at Thewritefolks Thewritefolks.net #npmodernmedia She/her/hers
- 3. ABOUT US Co- Author PETER PANEPENTO ▸ Advises foundations, nonprofits, and associations on media relations for Turn Two Communications ▸ Former Chronicle of Philanthropy managing editor ▸ 20+ years of journalism experience Twitter: @ppanepento #npmodernmedia
- 4. INTRODUCTION WHY MEDIA RELATIONS MATTERS ▸ Amplify your earned and paid media strategies ▸ Challenge stereotypes or unwanted images about your work/mission ▸ Reach potential donors, volunteers, & advocates ▸ Demonstrate thought leadership ▸ Create Change
- 5. INTRODUCTION MEDIA IN THE YEAR 2000 ▸ Beefy reporting staffs ▸ Large news holes ▸ Captive subscribers/viewers ▸ Trusted and accountable ▸ More attention on nonprofits & their work ▸ Greater influence
- 6. INTRODUCTION THE MEDIA WORLD TODAY ▸ Gutted reporting staffs ▸ Smaller news holes ▸ Intense competition for audience attention ▸ Lack of trust: “Fake News!” ▸ Fewer reporters with expertise on nonprofits ▸ Fragmented audiences = less influence
- 7. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 8. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONS 1. GOAL-ORIENTED 2. RESPONSIVE 3. EMPOWERED 4. APPEALING 5. TARGETED
- 9. GOAL ORIENTED TYPICAL MEDIA RELATIONS G.R.E.A.T. MEDIA RELATIONS ▸ Tactical ▸ Reactive ▸ End of the process ▸ ‘Spray and pray’ ▸ Measures placements ▸ Strategic ▸ Proactive ▸ Embedded in your planning ▸ Surgical outreach ▸ Measures influence
- 10. G.R.E.A.T ENGAGE YOUR EDITORIAL CALENDAR This Photo by Unknown Author is licensed under CC BY-SA-NC
- 11. Vocabulary: THE TRIFECTA EARNED OWNED PAID
- 12. THE TRIFECTA EARNED MEDIA ▸ Journalism in its purest form ▸ Placement isn’t bought, it’s something you earn ▸ Intense competition ▸ No guarantee that your efforts will pay off ▸ Brings credibility and attention
- 13. THE TRIFECTA OWNED MEDIA ▸ Content and channels you control ▸ Opportunity to position your nonprofit as you want it to be ▸ Speaks to your existing audience — or people who seek you out ▸ Website, print collaterals, newsletters, social media, annual reports, etc.
- 14. THE TRIFECTA PAID MEDIA ▸ Advertising in outside channels ▸ You control the message, but not the medium ▸ Radio, TV, print, social media, online ▸ Can influence audiences — and draw attention that leads to earned media
- 15. COORDINATING YOUR TRIFECTA OWNED MEDIA PAID MEDIA EARNED MEDIA January Create web banner PSAs Media outreach February Blog post Print ads Send news release March Facebook posts Facebook/LinkedIn ads Interviews w/ guest speaker SAMPLE: APRIL 30 EVENT SCHEDULE
- 16. GOAL ORIENTED KEY QUESTIONS TO ANSWER ▸ What is your organization’s mission? ▸ What are your top organizational priorities? ▸ What messages do you need to convey to achieve these priorities? ▸ How can earned media convey these messages and achieve your goals?
- 17. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONS GOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 19. RESPONSIVE DON’T JUST PITCH ▸ Newsjack ▸ Be Available ▸ Be Newsworthy
- 20. RESPONSIVE DON’T JUST PITCH … ▸ Media relations — Put the focus on ‘relations’ ▸ Find out what they need ▸ Check in on stories ▸ Provide background ▸ It’s as much about them as it is about you
- 21. RESPONSIVE WHEN THINGS GO WRONG … ▸ Have a crisis plan ▸ Ask for a correction ▸ Plant a bug for the future ▸ Write a letter to the editor/op-ed
- 22. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 23. EMPOWERED ALL PRESS ISN’T GOOD PRESS ▸ Factual errors ▸ Misleading headlines ▸ Misquoting your CEO ▸ Stories on salaries ▸ Focusing on the wrong information
- 24. EMPOWERED CREATE EARNED MEDIA THAT … ▸ Draws attention ▸ Earns more resources ▸ Changes minds and influences policy ▸ Encourages your supporters to share and spread the word
- 25. EMPOWERED OWNED MEDIA CAN HELP … ▸ Amplify your earned and paid media strategies ▸ Communicate your brand ▸ Challenge stereotypes or unwanted images about your work ▸ Present difficult messages ▸ Demonstrate thought leadership on important topics
- 26. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 27. PRESS RELEASES UNAPPEALING APPEALING ▸ Same announcement repurposed every year ▸ Too long ▸ Canned, artificial quotes ▸ Doesn’t provide key after-hours contact info ▸ Includes a fresh, timely hook ▸ Concise: One page, if possible ▸ Real quotes that add context ▸ Provides after-hours contact info ▸ Includes boilerplate language
- 28. WEBSITES UNAPPEALING APPEALING ▸ Renders poorly on mobile devices ▸ Stock photography ▸ Reads like a grant application ▸ Information is dated ▸ No pressroom ▸ Accessible on all devices ▸ Images showcase your work ▸ Jargon-free text ▸ Up-to-date ▸ Includes human interest stories ▸ Pressroom with contact information ▸ High-resolution image library
- 29. An online newsroom (or pressroom) is a website, web page or site section that contains distributable information about a corporation or organization.
- 30. • High Resolution Photos (With Photo Credits and Captions) • Fact Sheets • Updated Staff Bios • Statements on Public Events
- 31. NEWSLETTERS UNAPPEALING APPEALING ▸ Lacks purpose — reads like it’s an obligation ▸ Chocked full of jargon ▸ No call to action ▸ Has a clear mission & purpose ▸ Clear, descriptive language ▸ Clear call to action ▸ Tells stories and drives interest ▸ Includes hyperlinks (for emails)
- 32. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 33. TARGETED WHERE SHOULD I PITCH? ▸ Revisit your goals/key messages ▸ Identify high-value outlets ▸ Research reporters ▸ Remember the relationship ▸ Avoid blanket announcements
- 34. TARGETED THE CUSTOMIZED PITCH ▸ Start with your highest- priority outlets ▸ Know what they cover — and how they cover it ▸ Find an exclusive angle ▸ Be flexible ▸ Become a reliable source
- 36. THE G.R.E.A.T. APPROACH TO MEDIA RELATIONSGOAL-ORIENTED RESPONSIVE EMPOWERED APPEALING TARGETED
- 37. QUESTIONS