This is a clip from our last Networking for Nonprofit event held at Summer Shack in the Derby Street Shoppes by Steve Dubin, President of PR Works on the South Shore of Massachusetts. He talks about the powerful stories that nonprofits have to tell and the importance of telling them in many mediums on a consistent basis. Steve works with several nonprofit organizations and is a great resource. The hand out he gave follows the video.
1.THE NEW PR LANDSCAPE
- Boston Glo
- TV personality shuffle
- Streaming radio/Internet radio
- Four Square/Groupon
2.INTRO – FREE, YES, THE FREE AD
Often referred to as the “free” ad, public relations provides a third-person credibility not obtainable through “paid” advertising.
3. REACHING THE RIGHT EDITOR – PRESS LIST
The key to publicity is getting it in the hands of the right person.
Consumer publications (Example – Boston Globe, Worcester Telegram, Nashua Telegram)
Business publications (Example – Boston Business Journal, Inc., Wall Street Journal)
Trade publications (Example – NonProfit Times)
Niche (Example – Boston Parents, Bay Windows – gay, Neponset Valley Senior News)
Electronic (Example – TV, Radio – Producers and Assignment editors)
4. NEWS RELEASES – TIME RELEASED EXPOSURE
Your local daily newspaper may print the article this week. Your community weekly may run it next week. The regional business journal may not have space for it until next month. Yet, the cumulative effect is “time released” visibility.
5.WHAT IS NEWS
- Dog bites man
- Events (Announce event, call for auction items, update on auction items, awards, summary of success)
- Strategic partnering
- Milestones (Years in business, # served)
- New locations/grand opening
- Off-beat angles
- Human interest
- Rags to Riches
- Useful tips
- How to pieces
- Financial news
- Survey results
- New technologies
- New wrinkle in methods of doing business
- New R&D projects
- New or never announced products
- New personnel, promotions, additional training
- Strategic partnerships
- Financial news
- Community involvement
- Speakers Bureau
- Awards and recognition
- Special day or event (Tie in with holiday or season)
- Events (Blood Drive, Food Drive, Groomathon, Ugly Driveway Contest, Gun Buyback Program, Safe Driving, Bikathon)
6. PHOTOS FOCUS ATTENTION
Photo can sell and illustrate the story
8. BLURBS TRANSFORMED TO BIG HITS
9. PITCHING THE PRESS
- Follow up is essential.
- Don’t call “on deadline”.
- Get to the point.
- Don’t ask the editor to send you a copy of the publication with your story in it.
10. RIDING THE COATTAILS OF A PRE-EXISTING STORY
For example, the Associated Press writes about “obesity in America” or “new lifestyles of seniors”. You contact the press to provide the “authoritative” word, the local angle and examples.
11. CASE STUDIES
Draft case studies to humanize your story.
12. BYLINED FEATURES STORIES
Objective, informational stories are often welcome.
12. EDITORIAL CALENDARS
Tie into existing special sections.