Understanding Today’s Media to Get Attention for Your

Organization

1

Lisa SommerMedia Relations ManagerMichigan Nonprofit Associationwww.MNAonline.org

• Planning• Effective outreach• Tools and techniques

Expectations for today

• Building relationships with media and the public

• Listening to what others are saying about your organization/cause/community need

• Telling your story

Many Things Won’t Change…

• Photo Sharing (Flickr)• Video Sharing (YouTube)• Social Networks (MySpace, Facebook,

LinkedIn)

*Social media will help you enhance traditional Public Relations efforts you are already doing.

The Tools Will Likely Change…

Media Relations:The act of involvement 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.

New media tools such as blogs, podcasts, Facebook, etc. have changed the face of public and media relations.

Defining Media Relations

• Definition: “the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other human beings.”

- Ben Parr

http://www.benparr.com/2008/08/its-time-we-defined-social-media-no-more-arguing-heres-the-definition

• In other words, social media describes the tools people use and the ways people share ideas online.

• It’s about relationship building!

Defining Social Media

Get Their Attention

• Be a resource• Provide resources through Online

Newsroom• Send a media packet/media kit• Set up an informational meeting• Invite to visit your office/center – see

the program(s) at work• Outreach with emails and phone calls• Develop a media list and keep a log of

your interactions

Building the Relationship

• Connect with media through social media tools like LinkedIn, Twitter, Facebook, etc.

• Opportunity to directly connect with the public – legislators, advocates, community leaders, etc.

Building the Relationship Virtually

• Develop a communications calendar for your organization• Develop a media list• Online Newsroom through organization’s web site

– www.mnaonline.org/pressroom– http://www.artservemichigan.org/ – http://www.habitatmichigan.org/news

• Monitor editorial calendars and take note of possible story ideas

• Monitor what people are saying about your organization

• !

• But here’s the caveat – new donors vs. current donors -Reliance on current donors without developing new donors (pipeline) is death for any non profit.

Planning

• Media outlets – TV, print, radio, blogs, e-newsletters, etc.

• Contacts – beat, best way to reach them, appropriate time to reach them

• Circulation/coverage• Audience reached

Media List

Typically developed for members of the media, but be aware that anyone can and will access the web page.

• Appropriate media contact(s)• Current media releases/media advisories• Current media coverage• Organization Fact Sheet• PSAs for current and past campaigns• Links to blogs, video, photos, podcasts, social

networking accounts, etc • Provide RSS feed • Logo usage

Online Newsroom

MNA Press Room

MNA Press Room

Resources for Monitoring & Listening

Help A Reporter Out (HARO)

www.helpareporter.com

Google Alerts

TweetBeep or TweetDeck

http://tweetdeck.com/beta/

http://tweetbeep.com/

Twitter Search

MI Newsline

Communicating with Traditional and New Media

Remember television is visual – What visual elements can a television reporter expect?

• Media Release – send one to two weeks out• Media Advisory – send day before or by 7 a.m. day of• Morning meetings at 9 or 9:30 a.m.• Follow up call around 10:00 a.m. or 2:00 p.m.• Determine if they accept PSAs• Never call during a news cast!

Television

• Planning editors• Assignment editors• Producers of specific shows• Reporters – what are their special interests?

Television contacts

• Be aware of print deadlines – day of week and/or time of day

• Prefer email, call or fax• Media Release – send two to three weeks out

pending publication deadlines• Media Advisory – send day before or by 7 a.m. day

of• Editorial Board meeting• Follow up call around 10:00 a.m. or 2:00 p.m.• Does publication accept reader submissions?

Stories, photos, videos• Do not call when nearing deadline

Print (newspaper, magazine, etc)

• City editor• Business editor• Editorial page editor• Columnists who cover your issue• Photo editor• Nonprofit reporter

Print Contacts

• Call or email between 7:30 and 8:30 a.m. or after 10 a.m.

• Know the audience the station reaches• Know the programming – are there interview

opportunities?• Determine if they accept PSAs

Radio

• News directors• Assignment desk staff• Show producers

Radio Contacts

Blogs

•Web site usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. •Reverse-chronological order•Ability for feedback•Opportunity to tell your story in your words!

Blogs in Plain English:http://commoncraft.com/blogs

orhttp://www.youtube.com/watch?v=NN2I1pWXjXI

If your organization is considering a blog:

• Staff – directors of specific programs, CEO, etc• Volunteers• Board Chair

Blogs to follow/reach out to:• Media friends• Community leader(s)• Legislators• Individuals passionate about your cause/issue• Other organizations with similar missions/issues

Potential Bloggers

Example - Blogs

Carbonfund.org: http://www.carbonfund.org/blog/about-us/carbonfundorg-reaches-1000-followers/

Michigan Nonprofit Associationhttp://mnaonline.wordpress.com/

-Can contain a fundraising widget for raising money

Tools and Tactics

Communication Tools

New Media Tools

• Social Bookmarking

• Photo Sharing

• Podcasting and Video

• Blogging

• Feed Reading & Sharing

• Social Networking

http://commoncraft.com/socialmedia or

http://www.youtube.com/watch?v=MpIOClX1jPE

www.diosacommunications.com/nonprofit.htm - Various guides and webinars to online social media sites for nonprofit organizations

Social Media in Plain English

• Remember it’s not just media that read the releases• Do not send as email attachment• City and date of media release origin• Easy to find media contact information• Lead sentence – why it matters• Utilize effective and appropriate quotes• Organization boilerplate near bottom• Limit to 1 page (Printed or email screen) unless

absolutely necessary• Provide links within text – most will read the release via

email or your online newsroom• Incorporate social media tags, videos, photos if possible

Social Media Release template: http://www.shiftcomm.com/downloads/smr_v1.5.pdf

Organizing Media Releases

Organizing Media Releases

• Invitation or announcement to media• City and date of origin• Clear bullets: what, when, where, who• VIPs in attendance• Interview or photo opportunities• Links to more information on your Web site• Organization boilerplate• Media contact information

Organizing Media Advisories

• Article title• Author• Date published• Word count

• If maximum word count is unknown, keep less than 300

• Submit with author headshot

Organizing Letters to the Editor

• Effective title• Word count

• If maximum word count is unknown, keep less than 600

• Submit with author headshot• Include brief bio of author

Organizing Op-Eds

• Be clear, concise and conversational• Active voice and present tense• Include way for listener or viewer to obtain more

information• Provide multiple lengths

• 15 seconds• 30 seconds• 60 seconds

Public Service Announcements

Northsky Nonprofit Networkhttp://www.northskynonprofitnetwork.org/

Michigan Nonprofit Associationwww.mnaonline.org

Video explanations of new technologies -www.commoncraft.com

Kivi’s Nonprofit Communications Blog – www.nonprofitmarketingguide.com/blog/

Blue Avocado blog –http://www.blueavocado.org/

Resources

SERVE STRENGTHEN

TRANSFORM COMMUNITIEShttp://delicious.com/MNAOnline

Social Bookmarking – How Can It Be Used?

Examples – Nonprofits Using Social Networking Sites

Facebook causes - Lupus Foundationhttp://smartblogs.com/socialmedia/2009/07/28/a-facebook-success-story-from-the-lupus-foundation-of-america/ Lupus Foundation increased online donations by 790%

Special Olympicshttp://www.facebook.com/SpecialOlympics

Facebook App - Nature Conservancy & Lil Green Patchhttp://www.facebook.com/apps/application.php?id=7629233915#/apps/application.php?id=7629233915&v=info&viewas=0 $210,000 donated total by the Lil Green Patch community

Examples of Organizations Using New Media Tools

Special Olympics: Spread the Word to End the Word www.r-word.org

The Heidelberg Project http://heidelberg.org • Facebook:

http://www.facebook.com/HeidelbergProject • Twitter: http://twitter.com/HeidelbergProj • Flickr: http://www.flickr.com/photos/40887152@N07/

Lupus Foundation of America http://www.lupus.org/newsite/index.html

• Twitter: http://twitter.com/LupusOrg • Facebook: http://apps.facebook.com/causes/1510 • Blog: http://lfa-inc.blogspot.com/ • Flickr:

http://www.flickr.com/photos/lupusfoundationofamerica/sets/

Examples of Organizations Using New Media Tools

Carbonfund www.carbonfund.org• Blog: http://www.carbonfund.org/blog/ • Twitter: http://twitter.com/Carbonfundorg • Facebook: http://www.facebook.com/carbonfund

Community Foundation for Southeast Michigan http://www.cfsem.org/

• YouTube: http://www.youtube.com/user/TheCFSEM • Facebook:

http://www.facebook.com/nonprofits#/pages/Community-Foundation-for-Southeast-Michigan/123865660803?ref=ts

• Twitter: http://twitter.com/cfsem

Web site: www.MNAonline.orgBlog: http://MNAonline.wordpress.comTwitter: @MNAonline

Where this presentation is located:http://www.slideshare.net/MNAonline

Thank you!

Lisa SommerMedia Relations ManagerMichigan Nonprofit Associationlsommer@mnaonline.org