Media Relations

1. Media Relations Presented by Dena Reynolds, M.S.

2. Grading System • All students will receive one credit through VCU for their participation in this class. This grade will appear on your official VCU transcript. • The student attends less than the full two days* – administratively withdrawn • The student attends both full days and participates, but does not complete an assignment– can earn a maximum of a C. • The student attends both full days and submits an assignment – the student is eligible for an A or B. The only grades eligible towards the certificate is an A or B. • *Please note that students need 10‐15 contact hours with an instructor, it is mandatory that students attend every hour of the program to receive a passing grade.

3. Overview | Syllabus | Examples • Identifying Good Story Angles. Making the Pitch • Writing Press Releases and Media Advisories • Preparing for Interviews: Live and Taped • Working with the Media. Obtaining a TV Story or Interview • Pitching to Local weekly newspapers • How to land stories and mentions in the Richmond-Times Dispatch • Tracking and Measuring Coverage. How to Get Started

4. Today • Introductions • Schedule • Identifying a good story pitch • Mid-morning break • Writing Pitch • Lunch at Noon • Guest speaker at 1pm: Reporter Nate Eaton, WRIC TV8 (ABC) • Making the Pitch

5. Media Relations for Nonprofits Why is it IMPORTANT?

6. Media Relations for Nonprofits • FREE Awareness • Adds Credibility • Creates Name Recognition • Invites Potential Donors to Learn More About You • Gives Current Donors, Volunteers, Board of Directors and Advisory Committee Members a Sense of Pride • Helps Increase Staff Morale. Recruits Volunteers • Becomes a Source of Research • Creates Material for Newsletters, Annual Reports

7. Before you start… • Spokesperson • Real People • Clients • Volunteers • Donors • Event attendees • Patients • Get organized! • A good story angle • Fact Sheet about Agency • Folks to be interviewed • Availability • Timeline • Expected Outcomes • Support from Management • Plans for measurement

8. Identifying a GOOD Story Idea to Pitch Think Like a Reporter

9. Identifying a Good Idea to Pitch Critical Elements of a Pitch: • Timely • Unique • Relevant • New • Compelling

10. Examples of Pitches for Nonprofits • Emotional, human-interest personal story. Put a face on the story. • Positive results from a program • New program, new building launched • Local response to a National Issue, Awareness Month, Holiday • Local tie-in to a National TV Show • Upcoming Event, Speaker • Anniversary, Achievement

11. “Stories are more than compelling facts. People remember stories more than they remember statistics.” – Soledad O’Brien Anchor and Special Correspondent for CNN At PRSA International Conference October 2011 in Orlando, Florida

12. Front Page • The Hospitality House: “Nobody’s a Stranger” • How was it pitched? • What’s unique? • What made the main person interesting? • Did you learn facts you didn’t know? • Note the Graphic Box

13. Examples of Pitches • Emotional Personal Story/ Human Interest Story • World Pediatric Project: RTD: Conjoined Twins Separated • Noah’s Children: Richmond Family Magazine Adding Life to Each Day • The Virginia Home: RTD (in file)Man faithfully visits sweetheart at The Virginia Home • Greater Richmond ARCenter: RTDLocal boy excels in unique cooking program

14. Personal/Human-Interest Stories • Need to always have REAL people that the media can interview • Identify throughout the year. Ask staff, volunteers, BOD. Interview them. Develop a relationship. • Know their availability. Are they comfortable with interviews at home? • Keep a story sheet about them • YMCA Camps LifeNet Stories of Hope • Find angles to relate to their story • Holiday, Awareness Month • Anniversary, achievement • Speaking at Upcoming Event • Receiving award at event

15. Personal/Human-Interest Stories • Staff, BOD and advisory members can be the STORY too. • Belle June 2012 Issue: “Memories on a Mission” about Richmond Baptist Association

16. Examples of Pitches • Positive Results from a Program ~ The Solution • Virginia Supportive Housing: WTVR News6Success of A Place to Start program after three years • YMCA Cancer Program • NBC12 Success of Cancer program with graduation of students • Midlothian Exchange (in file)

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18. Examples of Pitches • Positive Results from a Program • Virginia Supportive Housing: WTVR News6Success of A Place to Start program after three years • YMCA Cancer Program • NBC12 Success of Cancer program with graduation of students • Midlothian Exchange (in file)

19. Video

20. Examples of Pitches • New program/initiative/building launched: • Children’s Museum of Richmond: RTD New Branch in Chesterfield • Art 180: RTDNew Mural Unveiled with Dedication and Celebration Ceremony • Daily Planet: Style Weekly (in file) • New Grant Funded Program to Tackle Diabetes Among Homelessness

21. Examples of Pitches • Local Response to a National/State Issue • YWCA: NBC12 (in file)Protective Order Law: New law now applies to dating relationships • Fan Free Clinic: RTDHealth-care reform will help young adults get coverage • Prevent Child Abuse Virginia: WRIC TV8 Calls increase after Penn State Allegations • FeedMore: TV8 Peanut Butter Prices Increasing • SPCA: NBC12 (in file) Response to GA Bill on Dog Breeds

22. Video

23. Examples of Pitches • Local Response to a Holiday • Virginia Supportive Housing: Corporate volunteers paint apartments for volunteers on Veteran’s Day: RTD Photo • Fan Free Clinic: • RTD Preparation for World Aids Day Ribbon • News6 World Aids Day • Research awareness months, commemorative days. • January 11 is Laughing Day! • March 2: Read Across America Day (Top 10 books every child should read)

24. April 4: National Walking Day May 2012 Health Journal

25. Examples of Pitches • Upcoming Event, Speaker • American Cancer Society: Style Weekly (in file)Behind the Scenes Look at Committee Meeting to Plan Cure by Design Fashion Show with Cancer Survivors • March of Dimes: Richmond Family Magazine, October 2011: Preview two fall events with a focus on one family with an emotional story

26. Examples of Pitches • Invite Media to the Event • Ag in the Classroom: RTD, July 2012 Teachers Connect with Teaching (in file) • “Show and tell” • Pick the best time • Line up interviews beforehand

27. Examples of Pitches • Anniversary, Achievement • Positive Vibe Café: Richmond Magazine (in file)500th Student Graduates from Training Program • ElderHomes: Chesterfield ObserverVolunteer Builds 200 Wheelchair Ramps for Those in Need • SPARC: Boomer MagazineCelebrating 30 years of teaching more than 10,000 kids • Salvation Army: RTD Director plays euphonium for 36-hour marathon • Lewis Ginter: 10,000 pounds of vegetables donated to FeedMore • Children’s Museum: Downtown Shortpump.com100,000th Visitor

28. Examples of Pitches • Local Tie-In to a National TV Show/Movie/Book • Medical Storyline: NBC’s Saving Hope • Law angle: Law & Order • Dateline, 20/20, Rock Center with Brian Williams • Nightline • Event at Theater – John Q Example, HOME Example

29. Pitches for Smaller Nonprofits • Collaborate with other nonprofits in the same area • Goodwill, Salvation Army, RAL: Chesterfield Observer: Thrift Stores benefiting Nonprofits • Develop a joint event • Art 180 and Boys & Girls Clubs: Joint event called Paint Outside the Box Day, Boomer Magazine • Hold your event at a larger nonprofit • Identify a good time to mark an achievement • We just helped our 500th nonprofit …. • We’ve just taught our 2,000th student or had our 500th class or just graduated the 1,000th person…

30. Pitches for Smaller Nonprofits • Move/New Building • Merger with another nonprofit or national agency • Share resources with another nonprofit • Celebrating your 1,000th Client Served • Personal story on Founder, Volunteer, Donor, Client • Tips for your family, kids or Myths about your Cause • For State, City, Association Offices create “show and tell” stories: • See how new Green Initiative is making a big impact in our community • Meet Local Residents Benefiting from State’s New Program

31. Creating News • Volunteer Appreciation or Client Appreciation Event • Speaker’s Panel, Documentary or Author Event • “From Place to Place” documentary: Profiles 3 Children in Foster Care, Byrd Theater, Local Youth Panel Afterwards • Susan G. Komen Author Lunch Event • Create an Awards Event. Donor “Thank You” Event • An Event for Kids, Teens, Families • Display Table • LifeNet: WRIC TV8 Heart recipients Celebrate Valentine’s Day • Celebrity Visit, Tour for Congressman/Senator

34. Inviting Media to Your Event… Still Need a Compelling Angle • Revise the event • Change the date/time • Add a compelling speaker/spokesperson • Healthy Kids Day Example • Invite media to participate • Create a unique visual opportunity • Salvation Army

35. Video

36. Inviting Media to Your Event… Still Need a Compelling Angle • Revise the event • Change the date/time • Add a compelling speaker/spokesperson • Healthy Kids Day Example • Invite media to participate • Create a unique visual opportunity • Salvation Army

38. Trolleys, Barrels and Bikes: Mayor Unveils Green Plan Standing behind a row of painted rain barrels at Saturday’s open of the 17th Street Farmers’ Market, Mayor Dwight C. Jones unveils “the next major step” in making Richmond a greener city.

40. What are the Critical Elements of a Pitch? What’s NEW that you can try to capitalize on? What’s your next pitch?

41. The PITCH “Confidence is the Key to a Good Pitch.” Sally Stewart Former USA Today Reporter

42. The “Perfect PR Pitch” • “Perfect PR pitch” — a brief, compelling and well-told story that will link your publicity needs with the reporter’s rational self-interest. • You’re selling an idea — an idea about you and your nonprofit. • Your job is to tell that story briefly and compellingly — just as if you were trying to hook a donor during a 30-second elevator ride. • Keep your pitch tight, bright, and to the point. • Craft your pitch to an individual reporter’s needs. (Beat, County, Schedule) • You’re selling it to a jaded individual who’s been there and seen that — but you’re also selling it to an individual who NEEDS story ideas and leads. • Better to email the pitch first (NOT as an attachment). Then, wait a day or two and call.

43. Recommended Email Pitch Formats • 1. Formal Press Release:Pasted into Email • You want to release figures and results. Year end Numbers. • To announce that your agency received a grant or award. • Volunteer or Client Awards announced. Announce an upcoming holiday. • To announce results or outcome of an event. • 2. Media Advisory/Media Alert:Pasted into Email • Upcoming event, tour, celebrity visit. Centers around what, when, where • 3. Casual Email Paragraph Format – Unique 2 -4 paragraphs about idea. • Not centered around an event. New program/initiative • Program update, follow-up.

44. Announcing a holiday: • SPCA’s Work with Feral Cats on National Holiday Example of Formal Press Release

45. Press Release Elements • Logo: Your logousually goes in the top left-hand corner. • Headline: Your headline is the first thing an editor will read. You want to draw the editor in, using your headline as a "hook.” • Date: Date your news releases for the day you plan to distribute them. News releases with last week's date on them could be mistakenly be perceived as "old news." • Lead: Your lead is the first sentence of your news release. Like the headline, your lead has to be both catchy and informative. • Body: Your body paragraphs should answer the questions, What? Why? Who? When? Where? How? • Real People: Include compelling quotes from those helped by your agency. Let the quotes show how your agency makes a difference. Include titles from those quoted. Try to include at least two people. • Contact information: Always include information on how to reach you.

46. Press Release Examples • After an event. You want to release figures and results. Year end Numbers. • VMFA Picasso Exhibits Generates $30 Million • To announce that your agency received a grant or won an award. • Virginia Historical Society Wins Award • Volunteer or Client Awards announced. • Boys and Girls Club Award • Announce a holiday (hand-out) • SPCA’s Work with Feral Cats on National Holiday • New CEO. Retiring CEO. • Richmond Habitat for Humanity New CEO • To issue your statement on an issue/report. • Meals on Wheels responds to Census Report • Announce a partnership. • Central VA Foodbank/ConAgra • A name change (hand-out). • project:HOMES Example

47. Example of Media Advisory Hand-out Examples: • VSH: Results of Program • YMCA Healthy Kids Day • Library: Speaker

48. Example of Media Advisory Pasted into Email

49. Example of Casual Email Paragraph Pitch

50. Writing Tips • One page. Concise. Short sentences. Using plain language to communicate with journalists is not considered bland but effective. • Include most important information at top. Inverted pyramid. • Your purpose is not to impress them with big words but to clarify why your message is important, and has news value. • Think like a reporter. • Offer compelling stories. Who can they interview? Why are they important? • Example: Big Brothers Big Sisters • Provide media contact and cell phone • Offer media opportunities (tour, behind the scenes)