media relations 2.0 for non-profit organizations
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Media Relations 2.0 for Non-Profits
Media Relations 2.0 for Non-Profits
Sean ClancyEvolving World Communications
5 W’s Provide the Nucleus of A News Release
5 W’s Provide the Nucleus of A News Release
Who?Who?
Why?
What?
When?
Where?
Evolving World Communications www.evolvingworldcommunication
s.com
Evolving World Communications www.evolvingworldcommunication
s.com
Evolving World Communications www.evolvingworldcommunication
s.com
Media Consumption by GeographyMedia Consumption by Geography
Large City vs. Suburbs Small Town vs. Rural
Evolving World Communications www.evolvingworldcommunications.com
6 Tips for Building Relationships With Journalists
6 Tips for Building Relationships With Journalists
1. Associate Press Style Bookhttps://www.apstylebook.com/
1. Associate Press Style Bookhttps://www.apstylebook.com/
2. Get to know the journalists.2. Get to know the journalists.
3. Understand the needs of a journalist.3. Understand the needs of a journalist.
Evolving World Communications www.evolvingworldcommunications.com
6 Tips for Building Relationships With Journalists
6 Tips for Building Relationships With Journalists
4. Help them do their job better.4. Help them do their job better.
5. You’ll get a fair turn when it is your shot.5. You’ll get a fair turn when it is your shot.
6. If you’re unhappy, fight back fairly. 6. If you’re unhappy, fight back fairly.
Evolving World Communications www.evolvingworldcommunications.com
The HeadlineThe Headline• A good online news release headline:
• Provides information
• Keywords rich
• Attention grabber
• Leaves reader wanting more
• FORMAT: Title case is important.
• LENGTH: Search engine limits – Google: 60 characters
– Yahoo: 120 characters
– PRWeb: 170 characters
Evolving World Communications www.evolvingworldcommunications.com
Dateline and Lead ParagraphDateline and Lead Paragraph
• LENGTH: Ideally, 25 words or less.
• FORMAT: City, State (Month, Day, Year); Example: CHICAGO, Ill. (June 12, 2013) – Ipsom elorus . . .
Evolving World Communications www.evolvingworldcommunication
s.com
Body CopyBody Copy
• Length: 300 – 800 words
• Opening paragraph: Focus on who, what, when, where, why and how.
• Center paragraph: Supplies detail that sells the program value.
• Final paragraph: Boilerplate
Evolving World Communications www.evolvingworldcommunications.com
Contact Information Contact Information • Tell the world how to reach you:
– Name– Title– Company– Phone number– Company Web address– E-mail address
Evolving World Communications www.evolvingworldcommunication
s.com
Release DistributionRelease Distribution
• Depends on the mission.
Evolving World Communications www.evolvingworldcommunication
s.com
NEXT STEPSNEXT STEPS
Evolving World Communications www.evolvingworldcommunications.com
During the EventDuring the Event
• You are the news media:
– Photos– Video interview speakers– Video interview guests– Create podcasts with SME– Social media bonanza– Post, Post, Post
Evolving World Communications www.evolvingworldcommunications.com
After the EventAfter the Event
• Create a special event page
• Post links to all news media
• Post all ACP created event content
Evolving World Communications www.evolvingworldcommunication
s.com
Social MediaSocial Media
• Contingency planning publications
• Print syndicated columnists
• Radio talk show hosts
• Bloggers
• Shared Twitter groups
• Shared FB groups
• Active LI postings
• ACP Blogging
Evolving World Communications www.evolvingworldcommunication
s.com
Thank YouThank You
Evolving World Communications www.evolvingworldcommunications.com
Sean Clancy
Managing Director
(203) 548-7003
sean@evolvingworldcommunications.com
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