Marketing, Public Relations and Media Relations Procedures, Tips and Techniques Webinar is from 10-11 a.m. EST U.S. time Log on early if you like to test your technology Moderator Andrew Bowen will be on just before start time GROWING MEMBERSHIP THROUGH POSITIVE VISIBILITY IN YOUR COMMUNITY ANDREW BOWEN, APR CLEARVIEW PUBLIC RELATIONS
Why have good media relations? Easier to get stories placed if you know them and they know you Relationships count! Public relations is VITAL: Visibility Interest Trial Acceptance Loyalty
Why have good media relations? A key component of your marketing strategy Generate positive visibility Leverage media coverage to help bring positive change Generate support for FFI’s mission Possibly generate financial support Grow membership
Getting to know them Newsrooms are bureaucracies! Many do many jobs Research editors, reporters, photographers, bloggers Call to get accurate contact info; be persistent, cordial News by e-mail, Tweet, other? Well in advance, please Know their deadlines Print, radio, TV, blog Today, 24-hour news cycle
What makes a news story? Local – People, events, milestones, change, achievements, plans, kids, animals, money, celebrities Unusual, unique, rare Interesting Important Educational Exclusive, the scoop Good photos Be creative Sell the story!
The media pitch Brainstorm and decide what’s the news? Why should they care? Why should they cover it? Your readers/viewers/audience will benefit from it Love it Be interested in it Value knowing Need to know It’s local news It’s visual It’s exciting You have time Other?
News release/media advisory template LET’S REVIEW TOGETHER
Feb. 9, 2018 Media Contact: Your Full Name Your mobile phone number Your e-mail address Foods from all six continents on the menu March 1; Friendship Force of Your City celebrates World Friendship Day YOUR CITY, STATE OR PROVINCE – Your City area residents are invited to go on a gastro-journey when Friendship Force of Your City hosts a World Friendship Day dinner party featuring foods from all six continents to celebrate World Friendship Day March 1. (The who, what, when, where and why) Members of the news media are invited to attend and discover more about Friendship Force International’s mission to build bridges of understanding across the barriers that separate people. World Friendship Day is celebrated by more than 15,000 Friendship Force members in more than 300 Friendship Force Clubs around the world on March 1 every year. (More of the who and what) The gala Six Continents Dinner will be held Thursday, March 1, 2018, in the place/venue with address and Zip or Postal Code. (Repeating the what, when and where) The event, which is open to the public for a donation of only $5 (£ € ¥) for each diner, is sponsored by the Friendship Force of Your City as a way of building bridges of understanding among diverse cultures. (Why) For reservations, please call or e-mail Fred Friendly at 0161 236 2345, or e-mail him at ffriendly@aol.uk. For more information on Friendship Force International, founded 40 years ago, please visit www.friendshipforce.org.
Media pitching guidelines Send release/advisory to proper person, at proper time, in method preferred Follow up with phone call (off deadline) Invite with enthusiasm … Explain why they should care Local angle Value to audiences Offer spokespersons (who?) Offer visuals (what?) Practice/rehearse your pitch!
Using social media in media relations If sending by e-mail Make your editors happy! Do not attach the release Paste it in the body of the e-mail Have newsworthy subject line NEWS: Local people invited to Six Continents Dinner March 1 as Friendship Force celebrates World Friendship Day. If sending by Twitter Limited to 280 characters Example Facebook
Covering your news in social media Can’t get the media or bloggers to cover your news? DO IT YOURSELF! Post your news pictures and video on Facebook YouTube Twitter Instagram
”Sorry, we can’t cover that.” OK, may we cover it ourselves and and send you pictures and a short summary of the 5Ws and H? RULES FOR PHOTOS: 300 dpi or greater Sharp, clear, in focus; tightly cropped Identify everyone in the photo, left to right, with short explanation in present tense ACTION! Avoid fig leaves and handcuffs Contact information for you in case editors have Dave Hargreave, President of the Friendship Force of Western Michigan, wows questions pupils at Mtitu Primary School in Tanzania as he shows them their images on his digital camera. For more information, please visit Paste into e-mail; do not attach http://www.friendshipforcewmich.org/
More coverage techniques Good old fashioned letter to the editor Know the writers’ guidelines Bylined commentary Often called an op-ed piece Pitch subject to editor and get permission first Again, know writers’ guidelines Research local travel and community bloggers Cover your news as a citizen journalist
Marketing, Public Relations and Media Relations Procedures, Tips and Techniques GROWING MEMBERSHIP THROUGH POSITIVE VISIBILITY IN YOUR COMMUNITY Q&A SESSION
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