Press Training

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Fred Spencer

Tecnología Empresariales

Professional Bio
• Adam Short
• Development & Program Manager,
Alliance of Artists Communities

• President/Partner, C!WI
• Fred Spencer
• RISD Continuing Education
• Creative Director/Partner, C!WI

Wednesday, February 24, 2010

What are “Media Relations”?

“Working with various media for
the purpose of informing the
public of an organization's
mission, policies, and practices in
a positive, consistent, and credible
manner.”

Source: http://en.wikipedia.org/wiki/Media_relations

Wednesday, February 24, 2010

Goals

• Maximize positive coverage in the
media without paying for it directly
through advertising
• Build public support & mobilize public
opinion
• Engage & communicate with target
audiences

Wednesday, February 24, 2010

Important Questions

• What is our “story”?
• Who is our target audience?
• What type of media do they prefer?
• What messages are most appealing
to them?

Wednesday, February 24, 2010

Media Outlets

• Print
• Newspapers, magazines, newsletters
• Radio
• Television
• Online
• Blogs, social media, rss feeds

Wednesday, February 24, 2010

Media Advisory

• Sent 3-4 days before an event
• Alerts and invites media
• Teaser info - 5 “w’s”

Wednesday, February 24, 2010

Media Advisory

Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948

Wednesday, February 24, 2010

Media Advisory

Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx

Wednesday, February 24, 2010

Press Release

• Sent to media up to a week before an
event
• Includes most important details of
your message
• Includes quotes from key
stakeholders

Wednesday, February 24, 2010

Press Release

Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113

Wednesday, February 24, 2010

Letter to the Editor/Op-ed

• Personal or
professional
perspective on an
issue

• Usually submitted
in response to an
issue

• Based on opinion,
supported by facts

Wednesday, February 24, 2010

Tips for Contacting Media

• Television
• Best time to call: 7AM-8AM;
9:30AM-11:30AM; and 1PM-4PM

• Plan ahead for Monday events and
news - info must be received
Thursday or Friday the week before

Wednesday, February 24, 2010

Tips for Contacting Media

• Print
• Call earlier in the day between 10
a.m. - 1 p.m.

• Know the deadlines (weekly, daily,
monthly) and the lead times

Wednesday, February 24, 2010

Building a Successful
Relationship

• Do your research
• Consistently follow-up
• Keep it brief and newsworthy

Wednesday, February 24, 2010

Taking it Online

• Email Blast
• Social and Collaborative Media
• Syndication
• Content and Event Updates
• Video Content

Wednesday, February 24, 2010

Email Blast

• Build and maintain a reliable
audience database
• Ask for permission to contact
• 3rd Party Tools
• constantcontact.com

Wednesday, February 24, 2010

Social and Collaborative

• Facebook Fan Pages and Twitter
• LinkedIn
• Blogs/Forums
• wordpress.com
• Audience Feedback
• getsatisfaction.com

Wednesday, February 24, 2010

Syndication

• Establish RSS Feeds
• Integrate easily with blog platform
• feedburner.com

Wednesday, February 24, 2010

Content and Event
Updates

• Constant updates to main and social
media websites
• Establish an online calendar
• google.com/calendar

Wednesday, February 24, 2010

Video content

• Video content can be more engaging
for an online audience
• youtube.com
• vimeo.com
• 33 billion online videos consumed by
U.S. web users (December 2009)
Source: http://ir.comscore.com/releasedetail.cfm?ReleaseID=443299

Wednesday, February 24, 2010

Resources

• How to Develop Good Relationships
With the Media for a Nonproﬁt
Organization
• http://www.ehow.com/how_17219_develop-
relationships-with.html

• Developing a Press Kit
• http://www.philanthropyjournal.org/resources/
marketingcommunications/developing-press-kit

Wednesday, February 24, 2010

Resources

• RI Citizens for the Arts
• Media Advocacy Toolkit
• http://www.ri4arts.org/advocacy-toolkit.htm

• Colorado Nonproﬁt Association
• Media Toolkit
• http://www.coloradononproﬁts.org/media
%20toolkit.pdf

Wednesday, February 24, 2010

Resources
• State of Rhode Island General
Assembly
• 2009 RI Media Guide
• http://www.rilin.state.ri.us/News/pubs/
MediaGuide.doc

• Nonproﬁt Marketing Guide
• http://www.nonproﬁtmarketingguide.com/
resources/articles/

Wednesday, February 24, 2010

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Press Training

1. Press Training Presented by Adam Short + Fred Spencer www.clickwhirlimage.com Wednesday, February 24, 2010

2. Professional Bio • Adam Short • Development & Program Manager, Alliance of Artists Communities • President/Partner, C!WI • Fred Spencer • RISD Continuing Education • Creative Director/Partner, C!WI Wednesday, February 24, 2010

3. What are “Media Relations”? “Working with various media for the purpose of informing the public of an organization's mission, policies, and practices in a positive, consistent, and credible manner.” Source: http://en.wikipedia.org/wiki/Media_relations Wednesday, February 24, 2010

4. Goals • Maximize positive coverage in the media without paying for it directly through advertising • Build public support & mobilize public opinion • Engage & communicate with target audiences Wednesday, February 24, 2010

5. Important Questions • What is our “story”? • Who is our target audience? • What type of media do they prefer? • What messages are most appealing to them? Wednesday, February 24, 2010

6. Media Outlets • Print • Newspapers, magazines, newsletters • Radio • Television • Online • Blogs, social media, rss feeds Wednesday, February 24, 2010

7. Media Advisory • Sent 3-4 days before an event • Alerts and invites media • Teaser info - 5 “w’s” Wednesday, February 24, 2010

8. Media Advisory Source: http://www.americorps.gov/assets/printable/printable_releases.asp?tbl_pr_id=948 Wednesday, February 24, 2010

9. Media Advisory Source: http://www.philanthropy.iupui.edu/News/2009/04/pr-GivingUSA.aspx Wednesday, February 24, 2010

10. Press Release • Sent to media up to a week before an event • Includes most important details of your message • Includes quotes from key stakeholders Wednesday, February 24, 2010

11. Press Release Source: http://www.louisville-redcross.org/NETCOMMUNITY/Document.Doc?id=113 Wednesday, February 24, 2010

12. Letter to the Editor/Op-ed • Personal or professional perspective on an issue • Usually submitted in response to an issue • Based on opinion, supported by facts Wednesday, February 24, 2010

13. Tips for Contacting Media • Television • Best time to call: 7AM-8AM; 9:30AM-11:30AM; and 1PM-4PM • Plan ahead for Monday events and news - info must be received Thursday or Friday the week before Wednesday, February 24, 2010

14. Tips for Contacting Media • Print • Call earlier in the day between 10 a.m. - 1 p.m. • Know the deadlines (weekly, daily, monthly) and the lead times Wednesday, February 24, 2010

15. Building a Successful Relationship • Do your research • Consistently follow-up • Keep it brief and newsworthy Wednesday, February 24, 2010

16. Taking it Online • Email Blast • Social and Collaborative Media • Syndication • Content and Event Updates • Video Content Wednesday, February 24, 2010

17. Email Blast • Build and maintain a reliable audience database • Ask for permission to contact • 3rd Party Tools • constantcontact.com Wednesday, February 24, 2010

18. Social and Collaborative • Facebook Fan Pages and Twitter • LinkedIn • Blogs/Forums • wordpress.com • Audience Feedback • getsatisfaction.com Wednesday, February 24, 2010

19. Syndication • Establish RSS Feeds • Integrate easily with blog platform • feedburner.com Wednesday, February 24, 2010

20. Content and Event Updates • Constant updates to main and social media websites • Establish an online calendar • google.com/calendar Wednesday, February 24, 2010

21. Video content • Video content can be more engaging for an online audience • youtube.com • vimeo.com • 33 billion online videos consumed by U.S. web users (December 2009) Source: http://ir.comscore.com/releasedetail.cfm?ReleaseID=443299 Wednesday, February 24, 2010

22. Resources • How to Develop Good Relationships With the Media for a Nonproﬁt Organization • http://www.ehow.com/how_17219_develop- relationships-with.html • Developing a Press Kit • http://www.philanthropyjournal.org/resources/ marketingcommunications/developing-press-kit Wednesday, February 24, 2010

23. Resources • RI Citizens for the Arts • Media Advocacy Toolkit • http://www.ri4arts.org/advocacy-toolkit.htm • Colorado Nonproﬁt Association • Media Toolkit • http://www.coloradononproﬁts.org/media %20toolkit.pdf Wednesday, February 24, 2010

24. Resources • State of Rhode Island General Assembly • 2009 RI Media Guide • http://www.rilin.state.ri.us/News/pubs/ MediaGuide.doc • Nonproﬁt Marketing Guide • http://www.nonproﬁtmarketingguide.com/ resources/articles/ Wednesday, February 24, 2010

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