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Start Spreading the News Media relations primer Poverty Roundtable Conveners May 5, 2014 Presented by Jay Robb, director of communications for Mohawk College 1
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Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

Aug 22, 2014

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Jay Robb

Media relations advice for nonprofits. Four ways to turn worthy into newsworthy plus interviewing tips, what not to do when working with the media and how to become a reliable source.
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Page 1: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Start Spreading the NewsMedia relations primer

Poverty Roundtable ConvenersMay 5, 2014

Presented by Jay Robb, director of communications for Mohawk College

Page 2: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Just because it’s worthy doesn’t make it newsworthy

Page 3: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Why should I care? (WSIC)–Why should reporters, editors and

producers care about your story?–How is your story relevant for

their audience?–You have a solution to a

community challenge

Page 4: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Why tell your story now?–Timeliness–Issue is in the news – everyone’s

talking about it

Page 5: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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What’s new about your story?• First• Best • Unexpected and unusual

Page 6: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Find one poster child with a compelling story to share.

Page 7: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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88,000 people living in poverty is a brutal statistic.

A single mom struggling yet determined to build a better life for

her 9-year old is a powerful story.

Page 8: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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1 > 88,000

Page 9: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Don’t numb us with numbers.

Give us someone we can

relate to and root for.

Page 10: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Pitch to the right reporter.• Skip the media release. Send an email.• 2-3 sentences (half screen at most).• No attachments to open.• Strip out the hyperbole & made up quotes.• Subject line = headline.• Clear, concise and quick.

Page 11: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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What’s in your pitch:• Here’s why you should care.• Here’s who you can talk with.• Here’s what you’ll see and here’s

where you’ll go.• Your contact info.

Page 12: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Keys to a standout interview.• Be bold.• Be brief.• Be quiet.• And be yourself (authenticity rules)

Page 13: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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What not to do:• Ask to review the story before it runs.• Ask the reporter to send you a copy of the

story after it runs.• Talk for 30 minutes and then say but don’t

quote me on that.• Blast the reporter for the headline

(she doesn’t write the headlines).

Page 14: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Never be a PITA.Always be professional and

a pleasure to work with.

Page 15: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Be a reliable source.• Accessible and quoteworthy.• Comment on trends.• Localize national stories.• Offer context, analysis and simplify.• Pick and stay in your lane – own a topic where

you have experience, expertise and passion.

Page 16: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Raise your profile.• Win awards.• Give speeches.• Recycle speeches as op-eds.• Write letters to the editor.• Follow and engage reporters on social media.

Page 17: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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The Media Training Bible by Brad Phillips

Ready to be a Thought Leader by Denise Brosseau

10 Steps to Writing a Vital Speech by Fletcher Dean

Newsjacking by David Meerman Scott

Recommended reading

Page 18: Media relations 101 primer for nonprofits and community groups. Turning worthy into newsworthy.

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Keeping in touch:• @jayrobb (Twitter)• jayrobb.me (blog)• [email protected] (email)