Top Banner
Media Relations Summer Camp June 25 & 27 at The Hamilton Spectator 2013
52

Media relations primer for nonprofits & community groups

May 07, 2015

Download

News & Politics

Jay Robb

The media relations primer was presented during the 2013 media relations summer camp, offered free of charge at the Hamilton Spectator for nonprofits and community groups.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Media relations primer for nonprofits & community groups

Media Relations Summer Camp

June 25 & 27 at The Hamilton Spectator

2013

Page 2: Media relations primer for nonprofits & community groups

Why we’re here

To help you:

• Pitch better stories to the media

• Get more media coverage

• Move the yardsticks on your organization’s goals

Page 3: Media relations primer for nonprofits & community groups

What we’ll do

• Media relations 101

• Polish, practice & then pitch a story idea

• Plus primers on:– Writing letters to the editor & op-eds– Getting in front of the camera– Getting onto social media

Page 4: Media relations primer for nonprofits & community groups

#mediacamp

Page 5: Media relations primer for nonprofits & community groups

The good news payoff

• Stand out from the crowd

• Thank your donors, funders, volunteers & staff

• Raise your profile & enhance your reputation

• Build your trust & forgiveness account

Page 6: Media relations primer for nonprofits & community groups

We’re pitching the wrong stories

Page 7: Media relations primer for nonprofits & community groups

Grip & grins with giant cheques

Page 8: Media relations primer for nonprofits & community groups

Ribbon cuttings with giant scissors

Page 9: Media relations primer for nonprofits & community groups

Groundbreakings with shiny shovels

Page 10: Media relations primer for nonprofits & community groups

Golf tournaments

Fundraisers

Rubber chicken galas

AGMs

Page 11: Media relations primer for nonprofits & community groups

Yes, these are worthwhile events for fundraising, friendraising and

recognition. Just don’t hold your breath for media coverage.

Page 12: Media relations primer for nonprofits & community groups

OMG Hail Mary panic pitches

No one’s buying tickets to our FILL IN THE BLANK!!! We need free publicity ASAP!!!

If we don’t get new funding and more donations, our doors will close forever!!!

Page 13: Media relations primer for nonprofits & community groups

Do you really want to be known for big scissors, big cheques, big holes in the ground, rubber chickens

and bad finances?

13

Page 14: Media relations primer for nonprofits & community groups

14

Worthy? Yes. Newsworthy? Not so much.

Page 15: Media relations primer for nonprofits & community groups

The good news…. you have much better

stories to pitch to the media.

Page 16: Media relations primer for nonprofits & community groups

You’re in the solutions business.

Page 17: Media relations primer for nonprofits & community groups

And you’re making Hamilton an even better place to call home.

Page 18: Media relations primer for nonprofits & community groups

"People are not very interested in talks about organizations.

Ideas & stories fascinate us; organizations bore us.”

"Don't boast about your company; rather, tell us about the problem you're solving."

-- Chris Anderson

Page 19: Media relations primer for nonprofits & community groups

The very first question you will always be asked.

WSIC

Page 20: Media relations primer for nonprofits & community groups

Why should I care?

Why should our readers care?

Why should our viewers care?

Why should our listeners care?

Page 21: Media relations primer for nonprofits & community groups

2nd question:And why now?

How is this timely?

Page 22: Media relations primer for nonprofits & community groups

The better your answers, the stronger your news hook.

Page 23: Media relations primer for nonprofits & community groups

Make it newsworthy

• Are you doing something new? Innovative?

• First in our community? First anywhere?

• Are you the best at what you’re doing?

• Informative / interesting / entertaining?

• Story has yet to be told?

Page 24: Media relations primer for nonprofits & community groups
Page 25: Media relations primer for nonprofits & community groups

3 ways to get tell better stories and get more & better media coverage

Page 26: Media relations primer for nonprofits & community groups

1. Find your poster child

Page 27: Media relations primer for nonprofits & community groups

The best stories - the one’s we read, watch & listen to, talk about, share

and remember - are all about people. Ordinary people in

extraordinary situations.

Page 28: Media relations primer for nonprofits & community groups

It’s not about the ribbons you cut. The ground you break. The cheques you get. Or the events you run.

It’s all about the people you serve

and whose lives you transform.

Page 29: Media relations primer for nonprofits & community groups

You are not the

hero.

Page 30: Media relations primer for nonprofits & community groups

Find your poster child• Who can be the face & heart of your

organization for this story?

• One person with a compelling story – a life transformed because of you

• Someone we can relate to and root for

• Enlist, don’t conscript

• Authentic, not rehearsed

Page 31: Media relations primer for nonprofits & community groups

Client

Patient

Customer

Volunteer

Staffer

Board member

Donor or funder

Funder

Page 32: Media relations primer for nonprofits & community groups

Grads make Notre Dame House proudBy Molly Hayes (Hamilton Spectator, June 20 2013)

Caroline Kankowsi cried as she received her diploma Wednesday. At 20 years old, she never thought she'd make it through high school. As a teen, she struggled with anxiety and depression, had family problems and ended up living on her own, moving five times in two years. Eventually, she found herself at the Good Shepherd Notre Dame House School, where they pushed her to graduate."They keep you on track completely. They make you feel like you can do anything," she said.She and five fellow grads were awarded their high school diplomas at the "accomplishment ceremony" Wednesday, in the gussied-up back lot of Notre Dame House on Cannon Street West. Another 14 students received certificates for their work in the program on the path toward graduation. Kankowski has been accepted to Mohawk College's photography program, thanks to her arts studies at Notre Dame House.The house — also a 24-hour youth shelter — has 24 students enrolled in its education program this year."The support they get here is amazing," Kankowski's father, Paul, said at the ceremony. After a tough road with family in her teen years, she had 10 relatives come out to support her.

"There are all kinds of routes you can take in life … hers was a little harder, but she worked hard and made this a very special day for our whole family," her father said. "I cried through the whole thing."

Page 33: Media relations primer for nonprofits & community groups

Pitch your poster child• Tell your poster child’s story in

2-3 sentences

• Link to the program, project, event or announcement you want to profile

• Add a spokesperson for your organization

• 1 sentence boilerplate about your organization

• Contact info

Page 34: Media relations primer for nonprofits & community groups

Pitch to the right one reporter

Or editor / producer

Page 35: Media relations primer for nonprofits & community groups

Coverage in one media outlet can lead to coverage in others

Page 36: Media relations primer for nonprofits & community groups

36

Email your pitch

Page 37: Media relations primer for nonprofits & community groups

Save the trinkets & trash, gifts & swag

Page 38: Media relations primer for nonprofits & community groups

38

The subject line is your headline. Make it clear, concise and compelling.Max. of 7-8 short sentences in

the body of your email. Get to the point.

End with contact info (work & cell #s,

weekend #)

Should take 30 seconds or less to read.

Page 39: Media relations primer for nonprofits & community groups

SAMPLE EMAIL PITCH TO THE HAMILTON SPECTATORFrom: Robb, Jay [mailto:[email protected]] Sent: Monday, June 10, 2013 10:01 AMTo: Ammerata, CarlaSubject: Mohawk prof wins national honours

Carla – thanks for the Senator Braley coverage last week.

One of my favourite people at Mohawk has won a national teaching award – Peter Olynyk does a ton of great work in the community and here at the college. I’m trying to get him cloned.

Mohawk College is home to one of the country’s top professors for the second consecutive year. Peter Olynyk has received the 2013 bronze teaching award of excellence from the Association of Canadian Community Colleges. A professor in Civil and Structural Engineering in Mohawk’s School of Engineering Technology for the past 27 years, Peter was recognized for his excellence in the classroom and leadership on key projects, including the Bay Area Science and Engineering Fair, Meet the Grad Night and the Popsicle Stick Bridge Building Competition. Peter co-founded the competition 26 years ago and continues to run the event for high school and college students. Peter launched Meet the Grad nights with a case of beer, a couple boxes of pizza and one grad brought in to reassure students heading into their final exams. Peter, who teaches more than 400 students a year, consistently earns top marks in student evaluations.

This marks the second year in a row that Mohawk professors have received national awards. Last year, Mohawk Advertising professor Jef Petrossi also won a bronze teaching award of excellence from the Association of Canadian Community Colleges.

Contacts:Peter Olynyk, 905.575.1212 ext. 3186, [email protected] Academic Cheryl Jensen, 905.575.1212 ext. 2224, [email protected]

Page 40: Media relations primer for nonprofits & community groups

HAMILTON SPECTATOR June 11, 2013 (A3)

Signpost: Mohawk prof is tops

Mohawk College is home to one of the country's top professors for the second consecutive year. Peter Olynyk has received the 2013 bronze teaching award of excellence from the Association of Canadian Community Colleges. A professor in civil and structural engineering in Mohawk's School of Engineering Technology, Olynyk was recognized for his excellence in the classroom and leadership on key projects, including the Bay Area science fair.

Page 41: Media relations primer for nonprofits & community groups

Long emails scare, dissuade reporters

Page 42: Media relations primer for nonprofits & community groups

• Poster child + spokesperson lined up for interviews

• Available for interviews any time

• Complete contact info

• 2-3 supporting facts & stats

• Highlight potential places for interviews, photos and video

Make it as easy as possible for the reporter to tell your story

Page 43: Media relations primer for nonprofits & community groups

Reporters are always looking for experts to help:

• Localize stories

• Provide comment, analysis and background

• Simplify complexity

• Add colour with great quotes

2. Be a resident expert

Page 44: Media relations primer for nonprofits & community groups

Credible, reliable & trustworthy…passionate… knowledgeable…enjoy working with the media…

speak in soundbites…24/7 availability

Qualifications

Page 45: Media relations primer for nonprofits & community groups

Get on some of these

Page 46: Media relations primer for nonprofits & community groups

More ways to raise your profile

• Stand and deliver: give speeches & talk on panels

• Submit letters to the editor and op-eds

• Win awards

• Follow up with reporters when they file stories that are in your wheelhouse

Page 47: Media relations primer for nonprofits & community groups

3. Newsjack

Inject your idea and parachute your organization into breaking news

Add to the narrative with a new dimension / perspective

Page 48: Media relations primer for nonprofits & community groups

• Monitor the media

• Need to be fast – respond in real time

• Post on social media (reporters will be there doing keyword searches)

• Contact reporter directly

• Use your judgment – always in good taste and never opportunistic

Newsjacking

Page 49: Media relations primer for nonprofits & community groups

Pester the reporter.

Pitch & vanish.

Promise what you can’t deliver.

Ask to review & approve the story.

Ask the reporter to send you a copy of the story.

5 cardinal sins of media relations

Page 50: Media relations primer for nonprofits & community groups

Follow up with a quick thanks

50

Page 51: Media relations primer for nonprofits & community groups

Worth a read

Newsjacking by David Meerman Scott

The Media Training Bible by Brad Phillips

10 Steps to Writing a Vital Speech by Fletcher Dean

Page 52: Media relations primer for nonprofits & community groups

Jane AllisonManager of Community

PartnershipsThe Hamilton [email protected]

Jay RobbDirector of

CommunicationsMohawk [email protected]