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Media Relations and Press

Sierra Club Earth Day Email Success — Upped My Awareness & Engagement in a Snap

I received an email from the Sierra Club last week offering me seven easy ways to rock my earth day. Loved it.

The email was short, to the point and helped me out hugely. You see our daughter Charlotte is the biggest reduce-reuse-recycler there is, and she's been asking me about what we're doing on Earth Day (4/22).

This succinct email made it easy for me to get a plan together, and feel very appreciative of the Sierra Club. Even more importantly, it's a great example of an org hooking its work into a news event (can be a holiday, an anniversary related to your issue focus, or an actual event like legislation passing or in the news.

Connecting your org's work with whatever's in the news or otherwise top of mind is one of the most effective (and easiest) communications strategies out there. So map out your editorial calendar for the next few months and piggyback away.

One suggestion though; make sure the timing is a bit more aligned than was the Sierra Club's. I received its email on earth day more than two weeks before the day itself. Earth day had just floated across my lens at that point and I'm sure was not on those minds without a mini eco-powerhouse in the house. An April 15th release would have been better timing.

P.S. The right messaging is critical to the success of every nonprofit campaign! Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

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Nancy Schwartz on April 15, 2009 in Email and E-Newsletters, Media Relations and Press, Nonprofit Communications | 1 comment
Tags:Getting Attention, Nancy E. Schwartz, Nancy Schwartz, Nonprofit Communications, nonprofit marketing

How to Finesse Incoming Media Calls — Even When You’re Sweating Hard

Even in today’s social media world, one of the key ways organizations get their messages out to key audiences is through the traditional news media. And even with the downsizing of news organizations and mainstream journalism’s shift to the Web, traditional media relations remains vital.

Of course media relations is only one element in your org’s communications agenda, but it can be one of your most valuable, cost effective, and efficient strategies — if done right.

But one of the trickiest aspects of media relations is handling the press. Follow these three guidelines and you’ll come out strong!

Be prepared — Know your messages and topic cold, and feel comfortable talking about them. Prep your organization’s team on how to answer media calls, how to traffic them, key issues.
Complete your assignment — If the call is scheduled, know the reporter’s take on the issue and what others have to say as well. Then practice responding to the three questions that would make you most nervous.
Stay the course and document the conversation — It’s a reporter’s job to get at the essence at the story. Nothing personal. Your preparation will ensure you’re ready to deal with these questions most effectively. To make sure you’ve done so, document the conversation as much as possible as you’re having it.

Read this article to learn more about what’s involved in each step and how to implement them to finesse incoming media calls. Manage the media; don’t let them manage you.

P.S. In most cases, a powerful tagline is the critical success factor in bringing your organization’s messages to life. Download the free Nonprofit Tagline Report for must-dos, don’t dos, case studies and 1,000+ nonprofit tagline examples!

Photo: Flickr PFV

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Nancy Schwartz on March 5, 2009 in 09NTC, Branding and Messages, Media Relations and Press, Nonprofit Communications | 0 comments
Tags:Getting Attention, Nancy E. Schwartz, Nancy Schwartz, nonprofit branding, Nonprofit Communications, nonprofit marketing, tagline

Make Your Web Site Press Friendly, So Journalists Cover Your Org

Web usability guru Nielsen’s latest Alertbox post emphasizes the imperative of press area usability for journalists, finding that plenty of the Web sites reviewed don’t provide adequate info for media (traditional or “citizen journalists”).

He cautions that poor site usability and missing info in online press areas can turn journalists away from covering your organization or force them to get their information from third-party sources (definitely not your messaging and likely to be incorrect). A shabby online press area is a lost PR opportunity.

Once journalists get to your site (you have to make sure they can), they need access to:

Easy-to-find online newsroom: Make sure you have a clean site with a clearly-labeled section called “Press,” “Media” or “News,” where journalists can get quick answers to their questions.
Press contacts: Being able to contact a real human being is essential for journalists researching stories. Deadlines mean that information is needed within hours or minutes, so most people would be reluctant to use an email address or contact form with no guarantee of a speedy response.
Basic facts: Reporters often need to confirm dates, spellings and more. To help reporters get that information quickly, make sure your sections are clearly labeled.
Your org’s perspective and actions on your issues: This is the stuff that differentiates your organizatons from colleagues and competitors. Make it easy-to-find, succinct and clear.
Financials: A core credibility meter.
Images to use in articles: Also, video and audio for online media. This is the stuff that enages readers which is a journalist’s ultimate goal.

Learn more here, then get to work:
10 Ways to Make Your Online Press Room Perform for Your Nonprofit

P. S. Don’t miss out on the in-depth articles, case studies and guides on key nonprofit communications topics featured in the Getting Attention e-alert. Subscribe today.

Photo: Thomas Hawk

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Nancy Schwartz on January 28, 2009 in High-Impact Websites, Media Relations and Press, Nonprofit Communications | 1 comment
Tags:Nielsen, online press room, usability

Just Launched: Guide to Powerful Nonprofit Press Releases

Thanks to the Knight Foundation for launching this step-by-step guide to crafting clear and effective news releases.

Building out from four basic steps (nothing new there, but a review is always useful), the guide will highlight what works and what doesn't by dissecting model news releases, comparing well and poorly written headlines and providing tips on drafting effective quotes.

In a list of "what to avoid," you'll be steered away from jargon, a pitfall for many nonprofits that address complicated issues (and others!), and get a checklist that'll help you polish your releases. Finally, you'll learn to to put Flesch Scores to work to maximize your release's readability.

P.S. Yes We Can! When a powerful tagline is joined to a compelling mission…nothing is impossible! Download the free Nonprofit Tagline Report for must-dos, don't dos, case studies and 1,000+ nonprofit tagline examples!

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Nancy Schwartz on November 19, 2008 in Media Relations and Press, Nonprofit Communications, Recommended Resources | 0 comments
Tags:Getting Attention, knight foundation, media relations, Nancy E. Schwartz, Nancy Schwartz, nonprofit branding, Nonprofit Communications, nonprofit marketing, press releases, tagline

How to Alienate Audiences with Inauthentic PR (Case Study–China’s Olympic PR)

Time and time again, China pumps out Olympic-focused stories that are simply unbelievable. But each time another bit of baloney is released, it further reinforces skepticism about the validity of anything cranked out from the Chinese media machine.

The latest tall tale, uncovered yesterday, is China’s substitution of a cute young girl impersonating the actual singer (much less cute, as implied by the quick switch) of a patriotic song at the Olympic opening ceremony. Before that, the Chinese government insisted that the air was clean on opening day; that the haze represented humidity and fog, not pollution.

Even worse than the skepticism these blatant lies generates is the anger sparked in response to being manipulated. Nothing is more disrespectful, more alienating for audiences. DON’T DO IT!

Use China’s missteps as a caution that your nonprofit marketing has be to real, 24/7. When you’re not, it’s all too easy for your base to smell a rat. And when they do, your org’s credibility will be permanently damaged.

Here are stories of a few folks who are authentic. You’ll see why it works, each and every time.

Get everything you need to know on nonprofit marketing via the in-depth case studies and articles featured in Getting Attention e-updates. You’re missing out on key guidance if you read this blog, but not the e-updates. Subscribe today!

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Nancy Schwartz on August 14, 2008 in Media Relations and Press, Nonprofit Communications, Strategy | 0 comments
Tags:authenticity nonprofit marketing Getting Attention Nancy E. Schwartz nonprofit communications

Make it Easy for Bloggers to Cover Your Org — Update

Update: May 2, 2008

I registered at the WE site and received an email confirmation, but not untill the next day. I would have loved to hear from them within an hour (easy to do with an auto-responder) while they were still on my mind. Lost opportunity for WE.

One more suggestion for WE — the email I received was 100% generic, not reflecting any of the infromation (beat, interests, other sources) I submitted to them. I wish the org had taken the same kind of time I did to customize its response.

______________________________________________________________________________________

Just do what the WE Campaign does in its online press room, a model for nonprofit press outreach and one you can follow for your nonprofit, even if you didn’t just launch.

1) Reach out to bloggers along with the traditional press. I’d include social media folks (who talk about you on Facebook, YouTube, etc.) as well but this is a good place to start.

2) Make it easy. Get a sense of press/bloggers interests plus contact info. Then let them know when there’s relevant news. The WE Campaign asks bloggers for basic contact info (email, name, blog name and URL), frequency of posts, topics covered, news sources, political orientation, take on the Campaign’s mission and an open-ended response on how WE can help. This a great way to build relationships with the folks that matter most, but WE should do the same for other press as well.

3) Offer other means of staying in touch. WE invites press to subscribe to email distribution of its press releases and to a "releases plus" feed via their blog readers.

4) Follow up. Nothing’s more annoying than a great system never implemented. The jury is still out on the WE Campaign. I submitted my info last week and am waiting to hear. I’ll let you know when I do.

Any other ideas for nurturing relationships with the right bloggers? Please share your strategies in Comments below.

Learn more about crafting a satisfying online press room here.

Photo by Steve Rhodes.

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Nancy Schwartz on May 2, 2008 in Blogging for Nonprofits, Media Relations and Press, Nonprofit Communications | 2 comments
Tags:we campaign press outreach bloggers media relations blogger relations Steve Rhodes nonprofit marketing

10 Ways to Make Your Online Press Room Perform for Your Nonprofit

To capture a journalist’s attention and answer her questions, a repository of press releases plus some bios and head shots (which comprises the entirety of most nonprofit press rooms), just isn’t enough.

How to ensure you’re providing the timely, meaty information and insight journalists crave, enough to engage and motivate a call or email for a conversation? Every media pro worth her paycheck knows a great online media room means the difference between multiple column inches and a mere mention, if that.

Here’s how to do it:

What’s an Online Media room vs. an Online Press Kit
Online media rooms, and journalists’ expectations of them, have evolved. Many nonprofit organizations now feature "virtual press kits," but an effective online press room is more than just a media kit…
(Read on here.)

What to Include in Your Online Press Room
Your online press room should provide what you used to include in your hard-copy press kit, and then some. Here are the top ten must-haves:

The absolute latest news
Downloadable photos and graphics to accompany stories
A directory of your organization’s experts
Succinct backgrounders and fact sheets
Up-to-the-minute event calendars and timelines
Guidelines on writing and reporting on your organization’s key topics or issue areas
Audio and/or video clips
Awards and recognition
Recent coverage
News feed for automatic receipt of press room updates.

Get the complete how-to and links to effective examples here.

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Nancy Schwartz on March 5, 2008 in Media Relations and Press, Nonprofit Communications | 1 comment
Tags:online press room media relations nonprofit marketing non profit marketing non-profit marketing

Part II: How to Build Media Relationships That Stick — Treat Them Like a First Date (Case Study)

Well, you know the story of the query I got from Andrea Gardner of Marketplace. And, in my post on that experience, I promised I’d follow up with guidance on how to build media relationships that stick.

It’s much like a first date but your focus here goes beyond charming and disarming. Your strategy should begin from the moment you identify a journalist as a media priority But what are the key steps to building and strengthening your relationship, leading to a second date and beyond?

Simply follow these four rules of first dates to ensure your flirtation flickers and flares into a
close, long-term relationship with media contacts who can extend your organization’s reach and impact:

Catch your intended’s eye and make a good impression. If they don’t come to you, go to them. But however you hook up, be ready for the conversation.
Prep thoroughly for that critical first date so it’s not the one and only.
Shape the big date to be a boon, not bust. Do whatever it takes to be comfortable and relaxed. You’ll both get more out of the conversation.
Follow up for a second date. Make sure you let the journalist know what areas you can help her out on, and how much you enjoyed the conversation.

For step-by-step guidance on building strong relationships with the media, read the complete guide:
How to Build Media Relationships That Stick — Treat Them Like a First Date (Case Study)

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Nancy Schwartz on January 19, 2008 in Case Studies, Media Relations and Press, Nonprofit Communications | 1 comment
Tags:Andrea Gardner marketplace Media relationships

Part I: Make the Most of Media Queries — Talking on Goodwill DC’s Marketing Innovations

I was thrilled to get an email from Marketplace reporter Andrea Gardner a few weeks ago. I’m one of Marketplace‘s 8 million loyal listeners, tuning in daily when possible.

Anyway, Andrea wanted a nonprofit marketing pro’s take on the very innovative work Goodwill of Greater Washington is doing via its DC Goodwill Fashion blog. Seems the savvy and sassy marketing team there DC were able to punch through “business as usual,” designing a great way to turn their ages-old earned income strategy on its ear. So they are re-framing used clothing as vintage/designer/collector duds, blogging about them and other fashion trends, and selling highlighted items via their ebay store.

I admire the team and the Goodwill DC board for their guts, imagination and willingness to experiment.
Great vision to engage young professional women in Goodwill to build brand, audiences and income stream; and great implementation. Challenging however to ensure audiences — these new folks, and those pre-existing — understand Goodwill’s impact in the workforce development arena.

Unfortunately, I see only a slight probability these fashionistas will become donors (of $ or clothes), volunteers or board members. And a significant possibility that long-time (read that, older) supporters might be offended by the very light-hearted approach the Goodwill blogger takes. Goodwill fashionistas, remember that fashion is a means for increasing revenue and audiences, not an end in itself.

But back to Ms. Gardner. To tell you the truth, I haven’t had too many opportunities to be heard by 8 million listeners, and I didn’t want to miss out. So I thought through how to make the most of this opportunity — our subsequent communications and interview — just like any other marketing program I plan and execute, with fabulous results.

You can listen to or read the interview here.

All too often nonprofits, hungry for media coverage and anxious to get their two cents in, rush to respond to a media query without working through how to satisfy the journalist’s needs while capitalizing on the coverage and long-term relationship-building opportunities.

P.S. Learn how to achieve both goals (when you satisfy a journalist’s needs, you strengthen that relationship and are more likely to get a call for the next story) in Part II of How to Respond to Media Queries.

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Nancy Schwartz on December 11, 2007 in Branding and Messages, Earned Income/Ventures, Media Relations and Press, Nonprofit Communications, Unique Approaches | 1 comment
Tags:DC Goodwill Fashion blog Goodwill of Greater Washington Marketplace Andrea Gardner

Here’s an All-You-Need-for-First-Pass Fact Sheet — From the International Rescue Committee

Try to do even 75% as well as IRC’s At-a-Glance Fact Sheet in summarizing your nonprofit’s focus and impact on a single page. The media will love it, and your other audiences will too. You’re making it easy for them to understand the way your organization does its work, and its unique contribution to the community it serves.