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Raising Awareness: Media and Communication Strategies for Non-Profits
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  1. Raising Awareness: Media and Communication Strategies for Non-Profits

  2. Why Media Relations? • Low cost, high return • Valued as news vs. advertising • Adds third-party credibility

  3. How to Tell Your Story to the Media • Be Prepared • Seek to Understand • Develop Relationships • Make it Newsworthy • Understand Formats and Function

  4. Be Prepared • Define Your Purpose • Define Your Target Audience • Get Organized

  5. What to Gather • History • Purpose/Mission • Program List • Board and Executive Director Bios • Logos • Digital Photographs • Event Calendar • Financial Snapshot • Photo release forms

  6. Seek to Understand • Recognize the difference between advertising and news • Read, listen and watch • Take note of reporters covering your area of interest or specialty • Look for clues on style and choices

  7. Develop Relationships • Make deliveries in person • Involve them • Maintain contact year-round • Show appreciation and acknowledgement • Invite them for coffee • Add to your mailing list

  8. Working with the Media • Do your homework • Courteous & professional • Friendly & personable • Be available • Always comment • Follow-up, follow-up, follow-up

  9. Make it Newsworthy • Timely • Think of the audience • Real people • Visuals • Look beyond the obvious

  10. Form and Function • Work ahead • The essential questions • The hook • AP Style (print media) http://www.apstylebook.com • Be brief • Accuracy and neatness count • Proof, proof, proof • Short note to generate interest & ask for what you’d like

  11. Form and Function • Double space • ###, -end- • -more- • Contact Name, phone number(s)

  12. Form and Function • News/Media/Press Release • Calendar Notice • Media Advisory • Photo Opportunity • Public Service Announcements (PSAs)

  13. Big News & Announcements • News Conference – greet personally, fax to those who can not attend (photographers) • Agenda – spelling names and titles • Information Packet • Podium & Microphone

  14. Raising Awareness: Developing Strategies for Creating Community Partners

  15. Tell your Story The way you present yourselves to your prospective audiences is key to establishing and maintaining a strong powerful relationship. Be committed to understanding their unique needs. Part of that understanding is in the way you communicate and the tools you put in place to help fulfill those needs.

  16. Crawl before you Walk Learn and understand a potential community partner’s corporate goal and where do their philosophies stern from? - Federal, State and Local Agencies Why would they be interested in contributing to your specific organization or cause? Learn what their brand / mission is and how it relates to your organization? Creating a volunteer advisory board would be valuable

  17. Community Partner Strategies You might ask yourself these questions: Would our partnership have the potential to enhance the quality of life for people in our community? - Every 15 Seconds : Teen Drinking Avoidance Program Would our partnership create a positive economic impact in the community? - Children’s Miracle Network’s Radiothon Would our partnership have an indelible impact on our organizations growth?

  18. Right Place at the Right Time Tune-up your listening skills Know your potential community partner, is this the right time to seek their support? Are you seeking the support of a community partner at the right place or professional setting? Use common sense and consideration when seeking support of a community partner

  19. Relationship-Relationship-Relationship After the initial partnership is established, stay in touch with random calls and emails. Get to know and care about your community partner as individuals and as a company. You may discover some insight on something that would touch their heart. Do not neglect your in-kind service providers. Be thankful and appreciative with email messages and follow-up calls.

  20. What’s in Your Tool Box? Create the tools you will need to develop on-going community partner relationships. Prospecting – a method to identify potential community partners: Web-Sites, Publications. Fact Finder – a series of questions designed to inquire and capture vital information. Cultivation – an activity designed to uncover additional resources (partners/partners) and future relationships. The 30-Second Elevator Speech

  21. Discover Your Gold • Intentional • Relevant • Strategic • Consistent

  22. Questions? Thank You!