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
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
www.paysimple.com
Promo Code: PRESS13
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