WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM.

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Scott VanDemanDirector of Communications

Volunteer Florida

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Why is this session important?

• National AmeriCorps Week, March 2007

• Celebration of 500,000th AmeriCorps Member!

• CNCS needs YOUR help with this nationwide campaign!

• The time to start is NOW!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

What to expect from this session:

• A series of basic strategies you can start using tomorrow

• An interactive exercise based upon those strategies

• Real-world success stories for inspiration

• Resources for additional information

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy One:

Be Prepared! Have a canned speech about your program and practice it!• Speaking authoritatively about your program will

inspire confidence

• Write good news releases and have artwork available. The media loves a “complete package”

Commit yourself to getting media coverage, and have a plan

VolunteerLEON News Conference, April 2005

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy Two:Have ready-made Media Kits on hand. They can include:

• Program Fact Sheet• Program Director’s Business Card• Brochure• Recent Press Clippings (if applicable)• Newsletter (if applicable)• Premium item (pen, keychain) if available• Add your current news release, and you’re ready to go!

Tip: Resist the urge to provide too much information; less is more!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy Three:Pay attention to your local media• Learn who covers your subject matter at local media

outlets and develop a relationship with these reporters:

• Place a telephone call• Pay a friendly visit

Do not ignore weekly newspapers! They are hungry for material of local interest!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy Four:Leverage current news events to gain coverage for your program

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy Five:Engage local/national politicians in your events – news media will follow!

• This requires advance planning, with both public officials and the media

Florida Congressman Adam Putnam and Volunteer Florida CEO Wendy

Spencer at Polk Reads news conference!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Strategy Six:• Call and follow-up. Media coverage is hard to get!

• If a media outlet won’t cover your program, politely ask why your story doesn’t meet their needs!

• Remind them about the National AmeriCorps Week news peg!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Exercise:Each group has been provided with an envelope. In your envelope is a scenario describing a media opportunity. Keeping in mind the strategies we discussed, analyze the unique opportunity this scenario presents, and put together a brief media plan describing how you would capitalize on it. Be prepared to report out briefly your results to the group.

TIME: 10 minutes

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Several Things Your Should Never Do in the Name of PR:

• Lie or mislead• Stonewall• Procrastinate• Be inaccessible• Offer a bribe• Turn up your nose• Bore people• Sacrifice long-term relationships for short-term results• Behave unethically

Source: “Public Relations Kit for Dummies” by Eric Yaverbaum

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Success Story One:

Florida Volunteer Month 2005 Op-Ed

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Success Story Two:6 Days 6 Ramps

WCTV Eyewitness

News

Tallahassee Democrat, Page 1, Local & State

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Success Story Three:President’s Council on Service

and Civic Participation Tallahassee Democrat, Page 1, Local & State

Thomasville Times-

Enterprise, Front Page!

The Tallahassee Democrat Story was featured on the Sayfie Review, Florida’s top political Web portal to news!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Success Story Four:

Hurricane Preparedness Op-Ed 2006

Published in:• The Tampa Tribune

• The South Florida Sun-Sentinel

• The Daytona Beach News-Journal

• The Sarasota Herald Tribune

• The Key West Citizen

• The Panama City News Herald

• The Pensacola News Journal

• The News Press of Fort Myers

• The Naples Daily News

• World Volunteer Web

• So far!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Resources:Publications:

• “Public Relations Kit for Dummies,” by Eric Yaverbaum

• “Sharing Your National Service Story: A Guide to Working With the Media”

(http://www.nationalservice.org/pdf/Media_Guide.pdf)

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Questions and Answers

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM