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CARE Advocate Conference • March 5, 2014

CARE Advocate Conference • March 5, 2014 Presented by John Trybus, APR, Waggener Edstrom Communications . Telling Your Digital Story . SHARING YOUR STORY: TRADITIONAL MEDIA . SHARING YOUR STORY . Types of Media Coverage Newspapers, radio, TV Op-Eds, Letters to the Editor Blogs

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CARE Advocate Conference • March 5, 2014

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  1. CARE Advocate Conference • March 5, 2014 Presented by John Trybus, APR, Waggener Edstrom Communications Telling Your Digital Story

  2. SHARING YOUR STORY: TRADITIONAL MEDIA

  3. SHARING YOUR STORY • Types of Media Coverage • Newspapers, radio, TV • Op-Eds, Letters to the Editor • Blogs • How Do You Secure Media Coverage? • By…understanding what interests the media. • By…thinking strategically about who you want to reach. • By…determining what you want to “say” and finding your voice. • By…reaching out to the appropriate media outlet and reporter. • By…leveraging personal relationships. • By...being realistic about what’s possible. • By...being persistent!

  4. CASE STUDY: OP-EDS • What Made It Successful • Extremely personal and human story. • Tie to the local area. • Call-to-action. • Proper outlet chosen. • Persistent outreach to newspaper, relationship building. • Altering op-ed based on feedback and news. • Sharing with network after publication. • Challenges • Time consuming to write and pitch. • Reality of the media – is it newsworthy? • Anticipating the news cycle is difficult. • Need for tension in storyline.

  5. THE POWER OF DIGITAL PERSUASION

  6. HOW DO PEOPLE FIRST HEAR ABOUT THE CAUSES OR CHARITIES THEY SUPPORT? • The organization’s website. • Television news story about the charity or cause. • From a friend or family member I follow on social media. • From a friend or family member who told me in person.

  7. YOU ARE A DIGITAL PERSUADER • What is a Digital Persuader? • Someone who uses the power of social media, their personal influence and credibility to activate their network in support of the causes they care about. • Social Media Matters • Your greatest asset is your keyboard. You influence people. • Social media is the fuel that builds relationships today. • Social media engagement drives offline action and support. • What Motivates People to Action? • You • Stories • Calls-to-action

  8. THANKYOU John D. Trybus, APR Waggener Edstrom Communications jtrybus@waggeneredstrom.com Download the Study Waggeneredstrom.com

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