Rise Above the NoiseLet your Cause be Heard in 2013

Agenda

► Why public relations?► Getting started

• Mission Statement• Newsworthiness• Media Strategy

► Tactical Execution: Example► Your story was picked up!

► Your message through a trusted, third-party voice

► Builds credibility

► Wide exposure to new audiences

► Cost-effective

Why public relations?

Poll question

► How familiar are you with your organization’s mission statement?• I can recite it• I can paraphrase• I know the general message• I don’t know it well• We don’t have a mission statement

Mission Statement

► Clearly states your cause and shows authenticity

► Well-known throughout your organization

► Impactful, memorable and motivational

"To create a humane and sustainable world for all animals, including people, through education, advocacy, and the promotion of respect and compassion."

news·wor·thy  

adjectiveof sufficient interest to the public or a special audience to warrant press attention or coverage.

So, what can be newsworthy?

► Events► New Hirings► Partnerships► Reports or other Publications► Successes► New Programs or Services

But don’t wait for it. Plan for it.

Poll question

► Which of the below has your organization experienced in the past year?• Events• New Hires• Partnerships• Reports or other Publications• Successes• New Programs or Services

Media Strategy

► Dictate the purpose of the strategy

► Outline goals and what you’re looking to achieve

► Determine the tactics you will use, and the resources required to execute those tactics

► Identify measurements for success

Elements of Strategy

► Schedule a calendar as far out as possible

► Determine which media outlets to target

► Decide what forms your communications will take

► Build relationships with members of the media

Example: Upcoming Event

► Who: Springfield Animal Shelter

► What: Family 5k fun run

► Where: Starts at Town Hall

► When: 1 month ahead► Why: Facility is at

capacity► How: Press Release

Tactical Plan

1. Create event page on your website or create a flyer

Event Landing Page/Flyer

Tactical Plan

1. Add an event page on your website or create a flyer

2. Give your media contacts a heads up

Tactical Plan

1. Add an event page on your website or create a flyer

2. Give your media contacts a heads up3. Draft Press Release

Elements of a Press Release

► Headline► Date, time, location► Purpose of the 5k run► Other details (pricing,

age requirements, etc)► Quote from President of

shelter► Quote from confirmed

participant► About Springfield

Shelter► Media contact

Tactical Plan

1. Add an event page on your website or create a flyer

2. Give your media contacts a heads up3. Draft Press Release4. Plan a day for release

Poll Question

► Which day of the week is best to push a press release?• Mon• Tues• Wed• Thurs• Fri• Sat• Sun

Choose a Day for Release

Tactical Plan

1. Add an event page on your website or create a flyer

2. Give your media contacts a heads up3. Draft Press Release4. Plan a day for release5. Send release directly to contacts via

email

Tactical Plan

1. Add an event page on your website or create a flyer

2. Give your media contacts a heads up3. Draft Press Release4. Plan a day for release5. Send release directly to contacts via

email6. Push Press Release

Distribution Services

Free Paid

Monitor Results

► Set up Google alerts► Monitor Social Media► Monitor traffic to your

website/event page► Track registrations► Monitor your targeted

media outlets► Get info from

distribution service► Examine demand from

media for more information

Your story is picked up!

► “In Case You Missed It”► Give thanks, offer 1:1

interview on the event► Post to Social networks► Email to supporters /

volunteers

Questions?

Helping nonprofits take on the world.

► Low Transaction Fees

► Subscription starting at $9.95 a month

► Accept Payments► Manage Supporters► Operate anywhere800-466-0992

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