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Thrivent Builds Publicity Training - PowerPoint PPT Presentation

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Thrivent Builds Publicity Training. Making the Most of Your Dedication & General Media Relations Tips. 1. Today’s presenter:. Cheryl Winget (HFHI) Media Relations Specialist Minneapolis, MN. 2. Purpose of today’s training. Tips to make your dedication appeal to the media

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Presentation Transcript

Thrivent Builds Publicity Training

Making the Most

of Your Dedication


General Media

Relations Tips


Today’s presenter:

Cheryl Winget (HFHI)

Media Relations Specialist

Minneapolis, MN


Purpose of today’s training

  • Tips to make your dedication appeal to the media

  • Tips on working with media

  • Tips on logo usage, site signage, etc.


Why focus on dedications?

  • They are photo-friendly.

  • Homebuyers are present and prepared.

  • They are emotional events.

  • Sponsors and volunteers are present.

  • Special guests.

  • Forum to talk about uniqueness of Thrivent Builds.


Let’s talk about preparedness

  • Prepare the family

  • Create key messages

  • Send out your news advisory and news release

  • Media kits

  • Templated materials at


How is your dedication unique?

  • First of several Thrivent Builds?

  • First in the state?

  • Prominent community person attending?

  • Unique family story?

  • Unique house?

  • Are Lutherans unique in your area?

  • Hold a special ceremony.

  • How about a block party?


Cooperation is key

  • No affiliate is an island.

  • Contact us! We’d like to know about your events before they happen.

  • Don’t forget 2007!


Offer your best advice

  • We will now open the phone lines.

  • Please share your Thrivent Builds dedication/media successes with us now.

  • If you have questions, this is also a chance to ask them.


Mediarelations basics

  • Terminology

  • What makes news?

  • What makes the media tick?

  • How to get your news out

  • Beyond news releases and advisories…


Media relations lingo

  • Key tools: news releases, media advisories, fact sheets

  • Other tools: backgrounders, media kits, family bios, key messages

  • Beats, boilerplates, pitches, oh my!



Community calendar entry

Fact sheet

Homebuyer biographical sketch

Key messages

Media advisory

Media kits

News release

Pitch letter/e-mail

Public service announcement (PSA)

Talking points

Go to:

Common media materials


What makes news?

What’s news and what isn’t will depend to a great extent on where you live and the size of your newspapers and radio and TV stations.


Know your media

  • It’s important to familiarize yourself with local newspapers and area radio and TV stations.

  • Develop an ongoing relationship with a reporter or editor at each news outlet who covers feel-good stories.


Time to write and edit!

  • Many templates are available at

  • Remember to have colleagues review media materials before sending to the media.


Distribution tips

• Send to multiple media outlets.

  • Send materials by preferred method.

  • Send to the appropriate person.

  • Ask about deadlines.

  • Always contact the editorial/news department.

  • If using e-mail, copy and paste, don’t attach.

  • Sometimes personal delivery is best.

  • Make a follow-up call.

  • Don’t expect a response.

  • Respond quickly to requests.


Working with the media

  • Be prepared.

  • Don’t expect an immediate commitment.

  • Don’t complain about minor inaccuracies in stories.

  • Never ask to see a story before it’s published.

  • Be aware of basic deadlines.

  • Take time to say thanks!


Keep in contact

  • Direct, personal communication on occasion is important.

  • Don’t expect to make the headlines every time.

  • If you read or see a story that was done well, send a quick note to the reporter.


Beyond news releases and advisories … signage and messaging

  • Logos and signage

    • Protects and represents both Habitat’s and Thrivent Financial’s brands

    • Raises awareness for both organizations

  • Talking points and key messages


Partnering with the ASO media relations team

  • Consulting

  • Assistance with writing and editing

  • Media lists


ASO media relations contact

Cheryl Winget

Phone: 612-340-5025

Toll free: 800-847-4836, X-35025

Cell: 612-877-1958




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