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How To Get Awareness And Credibility For Your Nonprof

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Information about How To Get Awareness And Credibility For Your Nonprof
Education

Published on February 23, 2009

Author: hzp

Source: slideshare.net

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The Slide Deck from Day 1 of the "PR/ Social Media Bootcamp for Non Profits sponsored by Are You Socially Acceptable
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How to get awareness and credibility for your non-profit through the media Charlotte Risch

What is PR (Public Relations)? Merriam-Webster Definition : the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also: the degree of understanding and goodwill achieved. Certified Institute of Public Relations : Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its products or services.

Merriam-Webster Definition : the business of inducing the public to have understanding for and goodwill toward a person, firm, or institution; also: the degree of understanding and goodwill achieved.

Certified Institute of Public Relations : Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its products or services.

What is PR? Free Placement Journalistic Slant - a journalist can write what they want - no matter how you position your story Usually only runs one or two times per story (there are exceptions) Create Credibility Viewed as a third party endorsement Time consuming, not easy, no guarantees Paid Placement Controlled - you have complete creative control Will run as often as you are willing to pay Creates Visibility Media-savvy consumers know it's and ad, and tend to be skeptical Easy if you have $ to spend Advertising vs PR

Free Placement

Journalistic Slant - a journalist can write what they want - no matter how you position your story

Usually only runs one or two times per story (there are exceptions)

Create Credibility

Viewed as a third party endorsement

Time consuming, not easy, no guarantees

Paid Placement

Controlled - you have complete creative control

Will run as often as you are willing to pay

Creates Visibility

Media-savvy consumers know it's and ad, and tend to be skeptical

Easy if you have $ to spend

PR is not sales PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls.

PR is generally news-related. News isn't a sales pitch; news is information for interested prospects. This information then needs to be processed, filtered and fertilized by other touches and other marketing to grow into fruit-bearing sales or calls.

Press Release One page Not sales copy Informational Newsworthy

One page

Not sales copy

Informational

Newsworthy

Press Release Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY. Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.” Start with a brief description in the first paragraph using the 5 “W’s”. Who, What, When, Why, Where?

Make sure the information is newsworthy, relevant to what is happening NOW and beneficial to the reader/viewer. Find a way to make it SEXY.

Explain why the information is intended for the reporter/producer and why they should continue to read it. “Make them a star in the newsroom meeting.”

Start with a brief description in the first paragraph using the 5 “W’s”. Who, What, When, Why, Where?

Press Release Ask yourself when writing the release, "How are people going to relate to this and will they be able to connect?" Write in a style that is easy to understand. Make sure the first 10 words of your release are effective, as they are the most important and could determine whether the reporter keeps reading or just hits “delete”. Avoid excessive use of adjectives and fancy language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid”

Ask yourself when writing the release, "How are people going to relate to this and will they be able to connect?" Write in a style that is easy to understand.

Make sure the first 10 words of your release are effective, as they are the most important and could determine whether the reporter keeps reading or just hits “delete”.

Avoid excessive use of adjectives and fancy language. Remember when writing and speaking to the media to KISS- “Keep It Simple, Stupid”

Press Release Provide facts or statistics to back up the newsworthiness of the story idea. Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address. When writing the release or when being interviewed for the story, speak on the topic at hand only, use short, concise and impactful sentences (sound-bite worthy) and explain the technical aspects in a way that you would as if you’re talking to your next door neighbor who isn’t in the field.

Provide facts or statistics to back up the newsworthiness of the story idea.

Provide as much Contact information as possible: Individual to Contact, address, phone, fax, email, Web site address.

When writing the release or when being interviewed for the story, speak on the topic at hand only, use short, concise and impactful sentences (sound-bite worthy) and explain the technical aspects in a way that you would as if you’re talking to your next door neighbor who isn’t in the field.

Press Release Make it as easy as possible for media representatives to do their jobs. Have photos, references, situations, interviewees, etc ready at a moment’s notice. When calling a reporter after sending a release, be prepared and aware of timing.

Make it as easy as possible for media representatives to do their jobs. Have photos, references, situations, interviewees, etc ready at a moment’s notice.

When calling a reporter after sending a release, be prepared and aware of timing.

Basic Press Release Outline BASIC OUTLINE FOR PRESS RELEASE Contact: Contact Person Company Name Telephone Number Email Address Web site address Headline City, State, Date — Opening Paragraph (should contain: who, what, when, where, why): Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique. Also include quotes from staff members, industry experts or satisfied customers. (Restate Contact information after your last paragraph): For additional information or a sample copy, Contact: (all Contact information) Summarize product or service specifications one last time Company History (one short paragraph) # # # (indicates Press Release is finished)

BASIC OUTLINE FOR PRESS RELEASE

Contact: Contact Person Company Name Telephone Number Email Address Web site address

Headline

City, State, Date — Opening Paragraph (should contain: who, what, when, where, why): Remainder of body text - Should include any relevant information to your products or services. Include benefits, why your product or service is unique.

Also include quotes from staff members, industry experts or satisfied customers.

(Restate Contact information after your last paragraph):

For additional information or a sample copy, Contact: (all Contact information) Summarize product or service specifications one last time

Company History (one short paragraph)

# # # (indicates Press Release is finished)

What is a pitch? Quick Relevant Targeted New

Quick

Relevant

Targeted

New

Examples of a Pitch Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs. Did you know an AZ man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer.

Top tips to keep your pets cool this summer. Learn about new products and safety warnings before the temps hit dangerous highs.

Did you know an AZ man was the inspiration behind an Ashton Kushner film? His heroics will be spotlighted at a patriotic, community event this March

An AZ Author is in works with Hollywood casting to shoot movie about a fictional AZ reporter here in AZ this summer.

NEWSworthy Ideas What is new? How can you relate it to the news?

What is new?

How can you relate it to the news?

Finding unique elements Business and economic Interesting people Special touches Celebs or Society Region Timely

Business and economic

Interesting people

Special touches

Celebs or Society

Region

Timely

S.W.O.T From Wikipedia, the free encyclopedia SWOT Analysis is a strategic planning method used to evaluate the S trengths, W eaknesses, O pportunities, and T hreats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective. The technique is credited to Albert Humphrey , who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

From Wikipedia, the free encyclopedia

SWOT Analysis is a strategic planning method used to evaluate the S trengths, W eaknesses, O pportunities, and T hreats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable to achieving that objective.

The technique is credited to Albert Humphrey , who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

Added Value Photos Video Website Contacts/Examples Website Exclusive Media Training

Photos

Video

Website

Contacts/Examples

Website

Exclusive

Media Training

Working with the Media

Make your event/release work for you Online Calendars (azredbook.com, evtrib.com, etc) Newszap Azcentral.com Blogs Newsletter Email What else?

Online Calendars (azredbook.com, evtrib.com, etc)

Newszap

Azcentral.com

Blogs

Newsletter

Email

What else?

Free! 1888PressRelease.com PR.com Free-Press- Release.com ClickPress.com Many, many more online!

1888PressRelease.com

PR.com

Free-Press- Release.com

ClickPress.com

Many, many more online!

Do’s and Don’ts after you get press Do share the media exposure Do get a clipping or video Don’t assume this is it Don’t ask for more

Do share the media exposure

Do get a clipping or video

Don’t assume this is it

Don’t ask for more

5 Rules to Live By While there's plenty of useless conventional wisdom about dealing with the media, there are also some rules you should never break: 1. Respond promptly. "Remember that these people are usually on tight deadlines," says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner. 2. Never say "no comment." If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas. 3. Never lie or speculate. "Aside from the fact that lying is wrong and unethical, it will come back to haunt you," says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky. 4. Know the medium's audience. Every media outlet is different, says Margulies. "Every audience wants you to address WIIFM-what's in it for me.“ 5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies.

While there's plenty of useless conventional wisdom about dealing with the media, there are also some rules you should never break:

1. Respond promptly. "Remember that these people are usually on tight deadlines," says Barbara Laskin, president of Laskin Media Inc., a New York City media training firm. Even if you're unable to do the interview, say so in a timely manner.

2. Never say "no comment." If you cannot answer a question, provide a reasonable explanation instead, says David Margulies, founder of Margulies Communications Group, a strategic PR and crisis communications firm in Dallas.

3. Never lie or speculate. "Aside from the fact that lying is wrong and unethical, it will come back to haunt you," says Karen Friedman, founder of Karen Friedman Enterprises Inc., a media training firm in Blue Bell, Pennsylvania. It's always better to tell the truth and explain why you did what you did, even if your explanation is shaky.

4. Know the medium's audience. Every media outlet is different, says Margulies. "Every audience wants you to address WIIFM-what's in it for me.“

5. Stick to what you know. Do not try to be an expert or comment on an issue about which you are not fully informed, says Margulies.

Good Luck!

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