CARE Advocate Conference • March 5, 2014
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CARE Advocate Conference • March 5, 2014 Presented by John Trybus, APR, Waggener Edstrom Communications . Telling Your Digital Story . SHARING YOUR STORY: TRADITIONAL MEDIA . SHARING YOUR STORY . Types of Media Coverage Newspapers, radio, TV Op-Eds, Letters to the Editor Blogs

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CARE Advocate Conference • March 5, 2014

Presented by John Trybus, APR, Waggener Edstrom Communications

Telling Your Digital Story



  • Types of Media Coverage

    • Newspapers, radio, TV

    • Op-Eds, Letters to the Editor

    • Blogs

  • How Do You Secure Media Coverage?

    • By…understanding what interests the media.

    • By…thinking strategically about who you want to reach.

    • By…determining what you want to “say” and finding your voice.

    • By…reaching out to the appropriate media outlet and reporter.

    • By…leveraging personal relationships.

    • By...being realistic about what’s possible.

    • By...being persistent!


  • What Made It Successful

    • Extremely personal and human story.

    • Tie to the local area.

    • Call-to-action.

    • Proper outlet chosen.

    • Persistent outreach to newspaper, relationship building.

    • Altering op-ed based on feedback and news.

    • Sharing with network after publication.

  • Challenges

    • Time consuming to write and pitch.

    • Reality of the media – is it newsworthy?

    • Anticipating the news cycle is difficult.

    • Need for tension in storyline.



  • The organization’s website.

  • Television news story about the charity or cause.

  • From a friend or family member I follow on social media.

  • From a friend or family member who told me in person.


  • What is a Digital Persuader?

  • Someone who uses the power of social media, their personal influence and credibility to activate their network in support of the causes they care about.

  • Social Media Matters

  • Your greatest asset is your keyboard. You influence people.

  • Social media is the fuel that builds relationships today.

  • Social media engagement drives offline action and support.

  • What Motivates People to Action?

    • You

    • Stories

    • Calls-to-action


THANK SUPPORT? YOU

John D. Trybus, APR

Waggener Edstrom Communications

[email protected]

Download the Study

Waggeneredstrom.com


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