the press release paul clarke nonprofit resource center february 23, 2011 essentials for media...
TRANSCRIPT
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The Press Release
Paul Clarke Nonprofit Resource CenterFebruary 23, 2011
Essentials for Media Relations
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Media Relations 101
The Contact
The Press
The Press Release
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The Contact
Designate
Assign staff member as media contact and backup
Implement
Create basic media policy
Assemble basics for press kit
Communicate
Ensure staff understand & support policy
Include “press room” on website
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The Press
Your Press
What outlets should you contact?
“The power of the periodical press is second only to that of the people.”
Alexis de Tocqueville
What They Want
Event Calendar? News story or brief? Photo/Video? Announcement?
When And How?
Know deadlines
E-mail, fax, mail?
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The Press Release
What does it include?
The basics
How should it look?
Sample
Does it need edited?
Short answer: YES!
Where and when should it go?
Your press & deadlines
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Most Important Question…
Is it newsworthy?
Check the angles.
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The Basics
The Lead
One sentence summary of the news
“The most important part of clear writing is clear thinking.”
Knight Communications
The Context
What the news means to the big picture
The Quote
From the mouth of key players
The Boilerplate
Standardized for the end of every press release
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The Five W’s (& sometimes H)
Who? What? Where? When? Why? How?
Does the press release answer these questions?
?? ? ??
?
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The Look
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Edit, Edit, Edit
Double- & Triple-Check
Correct & complete facts Accurate contact information Spelling & grammar “Things to Avoid”
Ask Colleague to Edit
Fresh eyes
Different perspective
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Where & When
Send to Your Press
Give Ample Notice
“Leak” News Elsewhere
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Additional Media Tools
Website Press Room
Media contact information
Digital press kit
Press Kit
Organization biography
Fact/tip sheets
Relevant publications
Story Pitching
Offer timely article or evergreen ideas
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Online Resources
http://tenant.net/Organize/media.html
http://www.coyotecommunications.com/outreach/promote2.html
http://www.knightcommunications.org
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Books Guerrilla Marketing for Nonprofits Making the News: A Guide for Activists and
Nonprofits The Mercifully Brief Real World Guide to Attr
acting the Attention Your Cause Deserves A Primer on Nonprofit PR The Public Relations Handbook for Nonprofit
s Publicity for Nonprofits Strategic Communications for Nonprofits