[2024]Digital Global Overview Report 2024 Meltwater.pdf
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Press Training
1. Press Training
Presented by Adam Short + Fred Spencer
www.clickwhirlimage.com
Wednesday, February 24, 2010
2. Professional Bio
⢠Adam Short
⢠Development & Program Manager,
Alliance of Artists Communities
⢠President/Partner, C!WI
⢠Fred Spencer
⢠RISD Continuing Education
⢠Creative Director/Partner, C!WI
Wednesday, February 24, 2010
3. What are âMedia Relationsâ?
âWorking with various media for
the purpose of informing the
public of an organization's
mission, policies, and practices in
a positive, consistent, and credible
manner.â
Source: http://en.wikipedia.org/wiki/Media_relations
Wednesday, February 24, 2010
4. Goals
⢠Maximize positive coverage in the
media without paying for it directly
through advertising
⢠Build public support & mobilize public
opinion
⢠Engage & communicate with target
audiences
Wednesday, February 24, 2010
5. Important Questions
⢠What is our âstoryâ?
⢠Who is our target audience?
⢠What type of media do they prefer?
⢠What messages are most appealing
to them?
Wednesday, February 24, 2010
6. Media Outlets
⢠Print
⢠Newspapers, magazines, newsletters
⢠Radio
⢠Television
⢠Online
⢠Blogs, social media, rss feeds
Wednesday, February 24, 2010
7. Media Advisory
⢠Sent 3-4 days before an event
⢠Alerts and invites media
⢠Teaser info - 5 âwâsâ
Wednesday, February 24, 2010
8. Media Advisory
Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948
Wednesday, February 24, 2010
9. Media Advisory
Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx
Wednesday, February 24, 2010
10. Press Release
⢠Sent to media up to a week before an
event
⢠Includes most important details of
your message
⢠Includes quotes from key
stakeholders
Wednesday, February 24, 2010
11. Press Release
Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113
Wednesday, February 24, 2010
12. Letter to the Editor/Op-ed
⢠Personal or
professional
perspective on an
issue
⢠Usually submitted
in response to an
issue
⢠Based on opinion,
supported by facts
Wednesday, February 24, 2010
13. Tips for Contacting Media
⢠Television
⢠Best time to call: 7AM-8AM;
9:30AM-11:30AM; and 1PM-4PM
⢠Plan ahead for Monday events and
news - info must be received
Thursday or Friday the week before
Wednesday, February 24, 2010
14. Tips for Contacting Media
⢠Print
⢠Call earlier in the day between 10
a.m. - 1 p.m.
⢠Know the deadlines (weekly, daily,
monthly) and the lead times
Wednesday, February 24, 2010
15. Building a Successful
Relationship
⢠Do your research
⢠Consistently follow-up
⢠Keep it brief and newsworthy
Wednesday, February 24, 2010
16. Taking it Online
⢠Email Blast
⢠Social and Collaborative Media
⢠Syndication
⢠Content and Event Updates
⢠Video Content
Wednesday, February 24, 2010
17. Email Blast
⢠Build and maintain a reliable
audience database
⢠Ask for permission to contact
⢠3rd Party Tools
⢠constantcontact.com
Wednesday, February 24, 2010
18. Social and Collaborative
⢠Facebook Fan Pages and Twitter
⢠LinkedIn
⢠Blogs/Forums
⢠wordpress.com
⢠Audience Feedback
⢠getsatisfaction.com
Wednesday, February 24, 2010
19. Syndication
⢠Establish RSS Feeds
⢠Integrate easily with blog platform
⢠feedburner.com
Wednesday, February 24, 2010
20. Content and Event
Updates
⢠Constant updates to main and social
media websites
⢠Establish an online calendar
⢠google.com/calendar
Wednesday, February 24, 2010
21. Video content
⢠Video content can be more engaging
for an online audience
⢠youtube.com
⢠vimeo.com
⢠33 billion online videos consumed by
U.S. web users (December 2009)
Source: http://ir.comscore.com/releasedetail.cfm?ReleaseID=443299
Wednesday, February 24, 2010
22. Resources
⢠How to Develop Good Relationships
With the Media for a NonproďŹt
Organization
⢠http://www.ehow.com/how_17219_develop-
relationships-with.html
⢠Developing a Press Kit
⢠http://www.philanthropyjournal.org/resources/
marketingcommunications/developing-press-kit
Wednesday, February 24, 2010
23. Resources
⢠RI Citizens for the Arts
⢠Media Advocacy Toolkit
⢠http://www.ri4arts.org/advocacy-toolkit.htm
⢠Colorado NonproďŹt Association
⢠Media Toolkit
⢠http://www.coloradononproďŹts.org/media
%20toolkit.pdf
Wednesday, February 24, 2010
24. Resources
⢠State of Rhode Island General
Assembly
⢠2009 RI Media Guide
⢠http://www.rilin.state.ri.us/News/pubs/
MediaGuide.doc
⢠NonproďŹt Marketing Guide
⢠http://www.nonproďŹtmarketingguide.com/
resources/articles/
Wednesday, February 24, 2010