press training
DESCRIPTION
A beginner\'s guide to developing media relations.TRANSCRIPT
Press TrainingPresented by Adam Short + Fred Spencer
www.clickwhirlimage.com
Wednesday, February 24, 2010
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
What are “Media Relations”?
“Working 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.”
Source: http://en.wikipedia.org/wiki/Media_relations
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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
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Important Questions
• What is our “story”?
• Who is our target audience?
• What type of media do they prefer?
• What messages are most appealing to them?
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Media Outlets
• Newspapers, magazines, newsletters
• Radio
• Television
• Online
• Blogs, social media, rss feeds
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Media Advisory
• Sent 3-4 days before an event
• Alerts and invites media
• Teaser info - 5 “w’s”
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Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948
Media Advisory
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Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx
Media Advisory
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Press Release
• Sent to media up to a week before an event
• Includes most important details of your message
• Includes quotes from key stakeholders
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Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113
Press Release
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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
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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
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Tips for Contacting Media
• Call earlier in the day between 10 a.m. - 1 p.m.
• Know the deadlines (weekly, daily, monthly) and the lead times
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Building a Successful Relationship
• Do your research
• Consistently follow-up
• Keep it brief and newsworthy
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Taking it Online
• Email Blast
• Social and Collaborative Media
• Syndication
• Content and Event Updates
• Video Content
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Email Blast
• Build and maintain a reliable audience database
• Ask for permission to contact
• 3rd Party Tools
• constantcontact.com
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Social and Collaborative
• Facebook Fan Pages and Twitter
• Blogs/Forums
• wordpress.com
• Audience Feedback
• getsatisfaction.com
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Syndication
• Establish RSS Feeds
• Integrate easily with blog platform
• feedburner.com
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Content and Event Updates
• Constant updates to main and social media websites
• Establish an online calendar
• google.com/calendar
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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
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Resources
• How to Develop Good Relationships With the Media for a Nonprofit Organization
• http://www.ehow.com/how_17219_develop-relationships-with.html
• Developing a Press Kit
• http://www.philanthropyjournal.org/resources/marketingcommunications/developing-press-kit
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Resources
• RI Citizens for the Arts
• Media Advocacy Toolkit
• http://www.ri4arts.org/advocacy-toolkit.htm
• Colorado Nonprofit Association
• Media Toolkit
• http://www.coloradononprofits.org/media%20toolkit.pdf
Wednesday, February 24, 2010
Resources
• State of Rhode Island General Assembly
• 2009 RI Media Guide
• http://www.rilin.state.ri.us/News/pubs/MediaGuide.doc
• Nonprofit Marketing Guide
• http://www.nonprofitmarketingguide.com/resources/articles/
Wednesday, February 24, 2010