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Join Antionette Kerr, Co-Author of the book Modern Media Relations for Nonprofits, to learn five simple ways to boost coverage.
5 Simple Ways to Boost Your Nonprofit's Media Relations Strategy
1. Five SIMPLE Ways to
Boost Your Nonprofit's
Media Relations Strategy
Antionette Kerr
April 18th, 2019
2. ABOUT US
ANTIONETTE KERR
▸ More than 2 decades covering
nonprofits through radio and print
publications affiliated with The New
York Times, GateHouse Media,
Halifax Media and the Public News
Service
▸ Nonprofit leader for more than 15
years
▸ Combined those passions to form
Bold & Bright Media
Find me on Twitter and Facebook at Thewritefolks
Thewritefolks.net #npmodernmedia
She/her/hers
3. ABOUT US
Co- Author
PETER PANEPENTO
▸ Advises foundations, nonprofits, and
associations on media relations for
Turn Two Communications
▸ Former Chronicle of Philanthropy
managing editor
▸ 20+ years of journalism experience
Twitter: @ppanepento
#npmodernmedia
4. INTRODUCTION
WHY MEDIA RELATIONS MATTERS
▸ Amplify your earned and paid media
strategies
▸ Challenge stereotypes or unwanted
images about your work/mission
▸ Reach potential donors, volunteers,
& advocates
▸ Demonstrate thought leadership
▸ Create Change
5. INTRODUCTION
MEDIA IN THE YEAR
2000
▸ Beefy reporting staffs
▸ Large news holes
▸ Captive subscribers/viewers
▸ Trusted and accountable
▸ More attention on nonprofits & their
work
▸ Greater influence
6. INTRODUCTION
THE MEDIA WORLD
TODAY
▸ Gutted reporting staffs
▸ Smaller news holes
▸ Intense competition for audience
attention
▸ Lack of trust: “Fake News!”
▸ Fewer reporters with expertise on
nonprofits
▸ Fragmented audiences = less
influence
9. GOAL ORIENTED
TYPICAL MEDIA
RELATIONS
G.R.E.A.T. MEDIA
RELATIONS
▸ Tactical
▸ Reactive
▸ End of the process
▸ ‘Spray and pray’
▸ Measures placements
▸ Strategic
▸ Proactive
▸ Embedded in your planning
▸ Surgical outreach
▸ Measures influence
12. THE TRIFECTA
EARNED MEDIA
▸ Journalism in its purest form
▸ Placement isn’t bought, it’s
something you earn
▸ Intense competition
▸ No guarantee that your efforts will
pay off
▸ Brings credibility and attention
13. THE TRIFECTA
OWNED MEDIA
▸ Content and channels you control
▸ Opportunity to position your
nonprofit as you want it to be
▸ Speaks to your existing audience —
or people who seek you out
▸ Website, print collaterals,
newsletters, social media, annual
reports, etc.
14. THE TRIFECTA
PAID MEDIA
▸ Advertising in outside channels
▸ You control the message, but not
the medium
▸ Radio, TV, print, social media,
online
▸ Can influence audiences — and
draw attention that leads to earned
media
15. COORDINATING
YOUR TRIFECTA
OWNED MEDIA PAID MEDIA EARNED MEDIA
January Create web banner PSAs Media outreach
February Blog post Print ads Send news release
March Facebook posts
Facebook/LinkedIn
ads
Interviews w/ guest
speaker
SAMPLE: APRIL 30 EVENT
SCHEDULE
16. GOAL ORIENTED
KEY QUESTIONS TO
ANSWER
▸ What is your organization’s
mission?
▸ What are your top organizational
priorities?
▸ What messages do you need to
convey to achieve these priorities?
▸ How can earned media convey
these messages and achieve your
goals?
20. RESPONSIVE
DON’T JUST PITCH
…
▸ Media relations — Put the focus on
‘relations’
▸ Find out what they need
▸ Check in on stories
▸ Provide background
▸ It’s as much about them as it is
about you
21. RESPONSIVE
WHEN THINGS GO
WRONG …
▸ Have a crisis plan
▸ Ask for a correction
▸ Plant a bug for the future
▸ Write a letter to the
editor/op-ed
23. EMPOWERED
ALL PRESS ISN’T
GOOD PRESS
▸ Factual errors
▸ Misleading headlines
▸ Misquoting your CEO
▸ Stories on salaries
▸ Focusing on the
wrong information
24. EMPOWERED
CREATE EARNED
MEDIA THAT …
▸ Draws attention
▸ Earns more resources
▸ Changes minds and
influences policy
▸ Encourages your
supporters to share and
spread the word
25. EMPOWERED
OWNED MEDIA CAN
HELP …
▸ Amplify your earned and paid media
strategies
▸ Communicate your brand
▸ Challenge stereotypes or unwanted
images about your work
▸ Present difficult messages
▸ Demonstrate thought leadership on
important topics
27. PRESS RELEASES
UNAPPEALING APPEALING
▸ Same announcement repurposed
every year
▸ Too long
▸ Canned, artificial quotes
▸ Doesn’t provide key after-hours
contact info
▸ Includes a fresh, timely hook
▸ Concise: One page, if possible
▸ Real quotes that add context
▸ Provides after-hours contact info
▸ Includes boilerplate language
28. WEBSITES
UNAPPEALING APPEALING
▸ Renders poorly on mobile
devices
▸ Stock photography
▸ Reads like a grant application
▸ Information is dated
▸ No pressroom
▸ Accessible on all devices
▸ Images showcase your work
▸ Jargon-free text
▸ Up-to-date
▸ Includes human interest stories
▸ Pressroom with contact
information
▸ High-resolution image library
29. An online
newsroom (or
pressroom) is a
website, web page
or site section that
contains
distributable
information about
a corporation or
organization.
30. • High Resolution
Photos
(With Photo
Credits and
Captions)
• Fact Sheets
• Updated Staff
Bios
• Statements on
Public Events
31. NEWSLETTERS
UNAPPEALING APPEALING
▸ Lacks purpose — reads like it’s
an obligation
▸ Chocked full of jargon
▸ No call to action
▸ Has a clear mission & purpose
▸ Clear, descriptive language
▸ Clear call to action
▸ Tells stories and drives interest
▸ Includes hyperlinks (for emails)
33. TARGETED
WHERE SHOULD I
PITCH?
▸ Revisit your goals/key messages
▸ Identify high-value outlets
▸ Research reporters
▸ Remember the relationship
▸ Avoid blanket announcements
34. TARGETED
THE CUSTOMIZED
PITCH
▸ Start with your highest-
priority outlets
▸ Know what they cover —
and how they cover it
▸ Find an exclusive angle
▸ Be flexible
▸ Become a reliable source