Media Relations

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Media Relations



Presented by Dena Reynolds, M.S.

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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 registers but does not attend the class – administratively dropped



 The student attends less than the full two days* – administratively withdrawn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 but the instructor can assign C, D, or F

based on students participation. The majority of students who participate well

and exhibit appropriate classroom behavior with likely receive a C.



 The student attends both full days and submits an assignment – the student is

eligible for an A or B. They can earn a maximum of A but the professor can

assign A, B, C, D, or F based on students’ participation and quality of assignment.

The majority of students completing the assignment will likely receive 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.

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Media Relations for Nonprofits

 How to land a story in The Richmond-Times Dispatch



 Pitching to Local weekly newspapers



 Obtaining a TV Story



 Working with the Media



 Identifying Good Story Angles



 Preparing for Live Interviews



 Writing Press Releases and Media Advisories



 Tracking and Measuring Coverage



 How to Get Started



 Hear directly from the media!

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Today

 Introductions

 Does your agency receive media coverage?



 Does your agency actively promote stories?



 How do you learn about local news?







 Schedule

 Mid-morning break



 Lunch at Noon



 Guest speaker at 1pm: Christina Feerick, WRIC TV8

Anchor

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Agenda

 Why media relations is important

 Identifying a Good story idea to pitch

 How do I pitch a story?

 Being ready for the call from a reporter.

 Materials to prepare

 Opportunities in the local media

 Tracking, Follow-up and Measurement

 Resources and Guides

 Event Promotion with Media Calendars

 Homework

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Media Relations for Nonprofits







Why is it

IMPORTANT?

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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

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Before you start…

 Get organized!

 A good story angle

 Fact Sheet about Agency

 Folks to be  Spokesperson

interviewed  Real People

 Availability  Clients



 Volunteers

 Timeline

 Donors

 Expected Outcomes

 Event attendees

 Support from

 Patients

Management

 Plans for measurement

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Identifying

a GOOD

Story Idea

to Pitch

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Identifying a Good Idea to Pitch





Relevant



New



Timely



Compelling



Unique

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Examples of Pitches

 Emotional, personal story. Put a face on

the story.

 Positive results from a program

 New program, new building launched

response to a National Issue, Awareness

 Local

Month, Holiday

 Local tie-in to a National TV Show

 Upcoming Event, Speaker

 Anniversary, Achievement

―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

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Examples of Pitches

 Emotional, personal story



World Pediatric Project: Conjoined Twins

Separated



The Virginia Home: Man faithfully visits

sweetheart at The Virginia Home



Greater Richmond ARCenter: Local boy

excels in unique cooking program

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Examples of Pitches

Positive Results from a Program

 VirginiaSupportive Housing: Success of

A Place to Start program after three years



 YMCA: Success of Cancer program with

graduation of students

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Examples of Pitches

New program/initiative/building

launched:

 Children’s Museum of Richmond: New

Branch in Chesterfield

 Art 180: New Mural Unveiled with

Dedication and Celebration Ceremony

 Daily Planet

 New Grant Funded Program to Tackle

Diabetes Among Homelessness

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Examples of Pitches

Local Response to a National Issue

 YWCA: Protective Order Law: New law

now applies to dating relationships

 Fan Free Clinic: Health-care reform will

help young adults get coverage

 Prevent Child Abuse Virginia

Calls increase after Penn State Allegations

 FeedMore:

Peanut Butter Prices Increasing

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Examples of Pitches

Local Response to a Holiday



Supportive Housing: Corporate

 Virginia

volunteers paint apartments for volunteers

on Veteran’s Day



 Fan Free Clinic: World Aids Day

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Examples of Pitches

Anniversary, Achievement

 LewisGinter: 10,000 pounds of

vegetables donated to FeedMore





Local Tie-In to a National TV Show

 Medical Storyline

 Law Show

 Nightline

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Examples of Pitches

Upcoming Event, Speaker

 American Cancer Society: Behind the

Scenes Look at Committee Meeting to

Plan Cure by Design Fashion Show with

Cancer Survivors



 March of Dimes: Preview two fall events

with a focus on one family

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Examples of Pitches

 Anniversary, Achievement

 Positive VibeCafé: 500th Student Graduates

from Training Program

 ElderHomes: Volunteer Builds 200 Wheelchair

Ramps for Those in Need

 SPARC: Celebrating 30 years of teaching more

than 10,000 kids

 Salvation Army: Director plays euphonium for

36-hour marathon

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Pitches for Smaller Nonprofits

 Collaborate with other nonprofits in the same area



 Develop a joint event



 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…



 Move/New Building



 Merger with another nonprofit or national agency



 Share resources with another nonprofit



 Personal story on Founder, Volunteer, Donor, Client

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Creating News

 Volunteer Appreciation Event



 Client Appreciation Event



 Speaker’s Panel



 Documentary Event



 Author Event



 Donor ―Thank You‖ Event



 Identify Personal Story: Put out requests

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Inviting Media to Your Event… Still

Need a Compelling Angle

Revise the event

Add a compelling

speaker/spokesperson

 Healthy Kids Day Example

Create a unique visual opportunity

 Salvation Army

Change the time

Invite media to participate

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Personal Stories

 Identify throughout the Year



 Interview them. Develop a relationship.



 Know their availability. Are the comfortable with

interviews in their home.



 Keep a story sheet about them

 Everybuddy Camp example



 Findangles to relate to their story

 Holiday

 Awareness Month

 Speaking at Upcoming Event

 Receiving award at event

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The

PITCH

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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.

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.

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The Perfect Pitch

When you pitch a story, you’re selling

an idea — an idea about you and your

nonprofit. 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.

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Phone vs. e-mail

Since you’re not likely to know the

reporter and know his/her preference,

go with the default setting and send the

pitch by e-mail (NOT as an attachment

— those get deleted un-read unless a

reporter has asked for and is expecting

an attachment).

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Recommended Email Pitch

Formats

Media Advisory: Pasted into Email

Paragraphs: Unique 3 to 4 paragraphs

about the story idea

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Media Advisory

 One page. Concise

 Include most important

information at top. Inverted

pyramid.

 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)

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Six critical ingredients

Who



What



Where



When



Why



How will they tell the story: Personal

Stories

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Email Pitch in Paragraph Format

 Concise.



 Using plain language to communicate with

journalists is not considered bland but

effective.

 Yourpurpose is not to impress them with

big words but to clarify why your message

is important, and has news value.

short sentences that each

 Use

communicate one idea.

 Send individual emails.

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Email Pitch in Paragraph Format

Keep paragraphs to three or four

sentences

Never make assumptions about the

reporter’s knowledge.

Explain each term fully the first time it

is used, followed by its abbreviation.

Use AP Style Guide as a writing

resource.

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Writing the Headline/Subject Line

 Create headlines with impact.

 Themost effective words in a news release

headline are eye-catching words like

"announces" and "new."

 Comparative words like "better" or "more"

can also draw attention to your article.

 Theheadline is the "hook" that lures

editors and reporters into reading more.

 Headlines must be compelling.

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Writing the Headline/Subject Line

 Determine the most significant benefit your most

important reader will derive from the news.

 Try and state those benefits in seven words or less.

 Use an active verb.

 Consider a question.

yourself if your statement is meaningful to

 Ask

someone not closely involved with your

nonprofit/cause.

 Be detached!

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Writing the Headline/Subject Line

Program Helps End Homelessness in

 Radical

Richmond

 Event Tomorrow: 58 Homeless Individuals Now

Off the Streets

 Child Cancer Survivors Celebrate Success

 Tonight: Graduation for Child Cancer Survivors

Boy Recovers from Cancer in Unique

 Local

Program

Program to Help Prevent Drownings in

 Unique

Richmond

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Writing the Headline/Subject Line

Unique Camp Caters to Kids with

Special Needs

High Unemployment and Poverty

Rate Hurt Richmond Neighborhoods

Sat: Nation's Largest Wellness Day

YMCA Creates More Jobs for the

Richmond Area

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A Follow-up Phone Call

Keep the call brief — unless the

reporter chooses to extend it.

Ask: ―isthis a good time?‖ or ―Do you

have a minute to hear a quick PR pitch?‖

or ―Would you prefer an e-mail, or do

you have a minute to hear a quick PR

pitch?‖

Focus on only 2 to 3 points to sell your

story.

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A Follow-up Phone Call

Hi John. This Dena with ____. We

have a new program that’s improving

lives in Richmond that I wanted to

share with you. Do you have a

minute?

How to pitch the story:

 Advice from AP

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Press Release

 Asa news article that a newspaper can easily

reprint.



an event. You want to release figures and

 After

results.



 Toannounce that you received a grant or won

an award.



 New CEO. Retiring CEO.

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Press Release Elements

 Logo: Your logo usually 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.



 Contact information: Always include information on how to reach

you.

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Pre-written Story:

 Dothey take many submissions from non-staff

writers?

 On average, how long are their articles?

what style are the articles written (for

 In

example, short hard-news style, or longer

feature-story style)?

 Is the language formal, or conversational?

 Hasthis publication already covered the issue

you want to write about? If so, would you be

providing new information or points of view?

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Pitching Tips

 Do Homework. Have they done story before? Relate to the

reporter’s beat?

 Watch/read the news. What local reporters are working?

 Proofread. Wait two days and read your material again.

 Practice phone pitches

 Email only text

 Call at a convenient time. Be aware of deadlines and live shows.

 Offer to provide pictures. Newspapers and magazines love

photos, and television reporters have to bring in visuals to get a

story on the air. Let the media outlet know that photo

opportunities are available.

 Always provide cell phone number.

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When do I pitch?

 TV: 2-3 days in advance



 Newspaper: 1-2 weeks before



 Online: 1 week out



 Magazines: 6 months before story/event



 Radio interviews: 1 week in advance



 TV: Call before 3p.m.



 Early afternoon is good for a lot of media outlets.



 Holidays are perfect days for nonprofit pitches!

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When Reporters Evaluate the

Pitch…

Why now?

Why is this news?

Who cares?

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Spice Up Your Pitch

 Give the reporter an exclusive. If a media outlet receives an

important story first, it might consider it big news because they

will have a "scoop" that makes them look good.



 Make it different or unusual. Stories that are new, novel, or

original are news because they have the "gee whiz" factor.



 Involve a big name. Our culture seems obsessed with the

famous, so adding a celebrity to your story can make it

interesting to the right media.



 Be at the extreme. Any kind of superlative that can be used in the

story--first, biggest, smallest, oldest--can provide the "gee

whiz" element. Play up the stakes.



 Conflict or controversy is news. Media love stories with

protagonists. The battle between the two sides creates drama

and emotion, elevating a, perhaps, ho-hum issue to an appealing

story.

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BE

READY!

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Be ready!

 Have spokespeople and personal story folks

on stand-by

 Know where you will do interviews

 Beprofessional. Prepare staff for phone

calls.

 Be available all the time!

 Don’t waste journalists’ time

 Do your homework

 Always try to make the journalist's job

easier

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When the call comes…

 Provide phone numbers immediately of the

folks they can interview or address of where

they can meet you

 Explain that you will email fact sheet

 Offer photos. Describe them.

 Offer logo.

 Ask what their deadline is.

 Ifyou have to return call then tell them when to

expect your all back.

 Tell reporter to call you at anytime with ?’s.

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The Interview

 Pretend you’re talking to a friend or a

potential donor.

 Talk a little louder than normal to slow

you down.

 Have Opinionated Sound Bites Ready

 Show emotion. Be real.

 Repetition is a good thing.

 Be honest.

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Live Interview Tips

 Always keep in mind that you’re talking to the end audience

(public, potential donors, potential volunteers). You’re not just

talking to the journalist.



 Look at journalist. Not at camera. Don’t look to side. If have to

look away then look down.



 Always assume you are on camera. (Don’t scratch nose. Don’t

look for camera.)



 Avoid industry jargon, but don’t worry about repeating yourself.



 Never go off the record.



 Don’t give a vague answer if you’re unsure of question. Instead

ask ―Can you rephrase that?‖

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Live Interview Tips

 You don’t have a right to see questions in advance.



 Your message + questions = answer



 The answers can be dictated by what you want to say.



 Avoid shifting weight from one leg to another.



 It’s okay to gesture with your hands while talking, just don’t

overdo it.



 You can select words to give over emphasis.



 Watch TV interviews beforehand with a critical eye.



 Turn cell phone off. Vibrating is just as worse. Leave in car.

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Sound bites they want to hear

 analogies, emotions, attacks and pop culture references



 Use personal examples:

 “I’ve been amazed by how the children will try

vegetables here at the YMCA and they tell me they love

them. The new program is working.‖

 ―The people we serve touch my heart. We have one

man here at the Daily Planet who says our new program

saved his life.‖

 ―Every day I see the community coming together to

help each other. It’s rewarding when we set up

programs here at Southside Community Partners for

teenagers and you see them realize firsthand the

importance of volunteering.‖

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Interview Tips

 No notes for TV. It will distract you. Okay for radio and

newspaper.

 Take water.

 Sit forward. Don’t slouch.

 Keep your hands in your lap.

 Try to enjoy the experience.

 Smile. Even on Radio. It will help relax you.

 Dress to impress as your audience would expect you to.

Business professional. Avoid wrinkles and stains. You

have one first impression. Think like a job interview.

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Top 3 common mistakes

 Talk too much. Don’t stay on message

 Forgetting to speak in sound bites.

A sound bite is a very short piece of a speech taken from a longer

speech or an interview in which someone with authority or the

average "man on the street" says something which is considered

by those who edit the speech or interview to be the most

important point. It is often abbreviated with SOT.

Speak in a complete thought that can stand on it’s own:

Example: What is your favorite color?

Answer: My favorite color is blue.

 Don’t listen to the question. Ask for a clarification if you are

unsure.

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Handling Media On Site

 Greet media when they arrive

 Have spokespeople ready

 Have fact sheet and story sheet with you

 Keep to your schedule

 Keep your cell phone on

 Take photos

 Offer ideas for more information boxes

 Be prepared for video shoot.

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Waiting…

 Promote, promote, promote.



 Tweet about upcoming story.

 Post photos on Facebook. Indirectly telling

your fans to watch.

 Patty tells TV8 that she almost died living on the

streets in Richmond. Now, she is thankful for a

new lease on life for her and her kids. We’re

excited the see Patty’s first TV interview at 6pm.

 Generate Interest.

the staff, BOD, volunteers, advisory

 Let

committees know.

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MATERIALS

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What is a Fact Sheet?

 One page of bulleted facts about your organization

 Reasons why your nonprofit is important to the

community

 Few compelling stats that show the need for your

nonprofit

 Simple definition of your organization.

 Approved by management

 Easy to read. Very simple. Broadcast style.

 Talking points.

 Consistent Language.

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Why do I need a Fact Sheet?

 Reporter has information in writing



 Creates consistent language for everyone



 Preparation for a Live interview

 Lets host know what to expect in the form of

answers

 Helps host develop questions

 Clearly states how you can respond



 Ready at a moment’s notice when a reporter calls



 Can use for a media kit or online newsroom

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Fact Sheet: General

What You Are

Who You Serve

Why your work is important

Results of your work

Your volunteer program

How people can volunteer

Contact Information for

Public

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Fact Sheet: Specific to Your Pitch

 Describe the program, event, angle

 State results

 How your program makes a difference

 Stats on program

 How program compares nationally

 Agency facts from general sheet

 Contact information for public

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Media Kit Necessary?

Fact Sheet

Media Advisory or Press Release

Story Sheet

General Brochure

Program (if it’s an event)

Your business card

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Online Newsroom

 Press Releases

 Media Coverage

 Contact Information

 Fact Sheet

 Folks available for interviews

 Biography of CEO

 Photos that can be downloaded

 Logo

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Examples of Newsrooms

Fan Free Clinic

World Pediatric Project

HOME

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Being the Media Contact

 Dependable. Available 24/7.

 Respond within 30 minutes

 Be prepared with spokespersons and personal stories

 Always be friendly

 Be very considerate of their deadlines

 Leave cell phone on office voicemail

 Have Fact Sheet ready to email

 Have media policy. Everyone aware of contact.

 Know the media!

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The

MEDIA

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Media Relationships





Frequent and consistent contact

with local media raises the odds

of getting some great exposure.

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The Local Media

TV



Newspapers



Magazines



Radio



Online only news outlets

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TV

WRIC TV8



WTVR News 6

WWBT NBC12

Fox 43

PBS



Comcast Newsmakers

County TV Channels, Ch. 17

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TV Opportunities

 Stories



 Live Interviews On Set

 CEO

 Local Response

 Personal Story



 Live Interviews in the Field

 At upcoming event site

 Location of place where new program is starting

 Interesting visual site relating to your cause

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TV Lingo



 Assignment Desk  Two Shot



 Package  Feed



 Broll  Nat Sound



 VO/SOT  Evergreen story



 OTS  Kicker



 CG/Super  Afternoon meeting

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WRIC TV8

 News: news@wric.com



 9am News with Amy Lacey, alacey@wric.com



 ―PositivelyRichmond‖, Friday 5:30pm

positivelyrichmond@wric.com Or, call Juan

Conde



 Noon Show



 Weekend ―Good Morning Richmond‖



 Medical Minute, Mondays 6pm, alacey@wric.com

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WTVR News 6

 News: newstips@wtvr.com



 Morning Show 5am – 7am



 ―Virginia This Morning‖



 Noon Show



 5:30pm News



 7:00pm News



 Weekend Morning Show

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WWBT NBC12, Fox 43 & CW

 News: newsroom@nbc12.com

 Noon Show

 4pm News

 Call12

 ―12 On Your Side‖, Tuesdays and Thursdays at 6pm,

onyourside@nbc12.com

 Acts of Kindness, Tuesday at 5pm,

kindness@nbc12.com

 Community Blogs, community@nbc12.com

 http://powhatan.nbc12.com/

 http://thefan.nbc12.com/



 The CW News at 6:30, Channel 47 (Comcast 13)

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WCVE: Community Idea Stations

the Conversation - 30 minute online

 Start

community affairs show



 Virginia Currents – documentary program

 Submit your story online:

http://ideastations.org/tv/vcstoryform

 Watch videos before submitting:

http://ideastations.org/video-

browser/recent/virginia-currents

 Comfort Zone Camp

 Art 180

 Virginia Supportive Housing

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TV

 Comcast News Makers

 5 Minute segment during CNN Headline News

 Taped locally at Comcast Office

 Example: SPCA

 Kenneth_Dye@cable.comcast.com





 County Television Stations

 Henrico County HCTV Channel 17

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Newspapers

 Richmond Times-Dispatch



 Style Weekly



 Chesterfield Observer

 The Henrico-Citizen

 The Mechanicsville Local

 The Richmond Voice

 Richmond Free Press

 The Midlothian Exchange

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Newspapers

 Richmond Times-Dispatch



 Daily Circulation: 117,953

 Sunday Circulation: 166,056

 Newsroom Directory Online

 Notable Gifts: Sunday

 Resultsof your fundraiser

 Announcing grants you received

 Free service or product you received

 notablegifts@timesdispatch.com

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Notable Gifts Example

 Reeve Foundation helps SPORTABLE



SPORTABLE (Richmond Adaptive Sports & Recreation) has

received $4,810 from the Christopher & Dana Reeve

Foundation to use for power wheelchair soccer. Metal

soccer guards purchased with the grant money will be

attached to the front of power chairs to help protect the

players and to strike the ball in play.



The award was one of 77 Quality of Life grants totaling

more than $508,000 awarded by the Reeve Foundation to

nonprofit organizations nationwide. The focus is on

opportunities, access, and quality of daily life for

individuals living with paralysis, their families, and

caregivers.



Since the program was developed in 1999 by the late Dana

Reeve, more than 1,900 grants have been awarded, totaling

nearly $14.8 million.

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Notable Gifts Example





 TheJunior Federated Women's Club of

Chester's seventh annual Black Tie &

Diamonds Ball fundraiser raised $15,000 for

charities. Each year, JFWCC contributes

3,000 volunteer hours hosting the Black Tie

& Diamonds Ball, which includes a silent

auction and casino night raising money to

benefit charities in the Chester community.

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Notable Gifts Example

 Comfort Zone Camp wins SUV from Toyota

program



Comfort Zone Camp, a nonprofit organization in

Richmond that offers free weekend bereavement

camps to children who have experienced the death of

a loved one, is a winner in Toyota's 100 Cars for

Good program.



Through the program, Toyota is awarding 100 cars to

100 U.S. nonprofits in 100 days.



Comfort Zone Camp will receive a new Toyota

Highlander SUV, which will be used to transport

children to and from camp.

+

Notable Gifts Example

 Corporate partners donate to Special Olympics



Special Olympics Virginia recently received contributions

from several corporate partners.



SunTrust and Enterprise Holdings each contributed $25,000

to the Law Enforcement Torch Run initiative for Special

Olympics Virginia.



Sheetz and Wawa sponsored in-store fundraising campaigns.

Sheetz collected more than $29,000; Wawa collected more than

$72,000 in donations.



American Family Fitness donated $35,000 to help send nine

athletes to the Special Olympics World Summer Games in

Athens, Greece.

+

Health Notes

 Monday, back of Metro Section

 healthnotes@timesdisptach.com, 10 days in

advance

 Upcoming event, workshop, speaker

 Board Meeting

 Walk



 Support Group

 Open House

+

Health Notes Example

Autism Society, Central Virginia events: Board meeting, 7

p.m. Tuesday. Parents of Children (Preschool/School Age)

with Asperger's/High Functioning Autism Interest Group,

10 a.m. Wednesday. An Evening with David Hamrick and

Lindsey Nebeker, who both have high-functioning autism,

7 p.m. Friday. Meetings will take place at River Road

United Methodist Church, 8800 River Road. Details: (804)

257-0192 or asacv@aol.com.

+

Health Notes Example



 National Alliance on Mental Illness-Central

Virginia (NAMI-CVA), 7 p.m. Thursday, Weinstein

JCC, 5403 Monument Ave. Dr. John Lindstrom of

Richmond Behavioral Health Authority will speak

on "Richmond Crisis Intervention Training

Initiative." Free. Details: (804) 285-1749.

+

Health Notes Example

 Other

 Open house, 10:30 a.m. to 3 p.m. Tuesday,

Circle Center Adult Day Services, 4900 W.

Marshall St. Details: (804) 355-5717.

 Support Groups

 Lupus Foundation of America

DC/MD/VA Chapter, 10 a.m. second

Saturday of each month, Bon Secours St.

Francis Medical Center, Assisi Room,

13710 St. Francis Blvd. Free. Details: (888)

349-1167 or info@lupusdmv.org.

+

Health Notes Example



 Kidney Health Screening, 10 a.m. to 1:30 p.m.

June 25, Our Lady of Lourdes Church, 8200

Woodman Road. The screening is part of the

National Kidney Foundation's Kidney Early

Evaluation Program (KEEP) designed to identify

and educate people at risk for developing kidney

disease – those with diabetes and/or high blood

pressure or a family history of kidney disease.

Registration/details: (888) 543-6398 or

www.kidneyva.org.

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Health Notes Example



 Midwives For Haiti and Birth Matters, 7 p.m.

today, Firehouse Theater, 1609 W. Broad St.,

presents "Midwives For Haiti: Birth of a Dream," a

documentary by Nathan McCann. The

documentary will be followed by a panel

discussion. Suggested donation is $10. Details:

www.MidwivesForHaiti.org.

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Metro Business

 New hires, promotions in ―People & Places‖



NONPROFITS



Jim Craig has been promoted to chief operations officer at

ClearPoint Credit Counseling Solutions Inc.



Allie Vered has been promoted to associate vice president at

ClearPoint Credit Counseling Solutions Inc.



Richard Schultz is a chief development officer at United Way of

Greater Richmond and Petersburg. He previously worked at

Feed More Inc. and Meals on Wheels Serving Central Virginia.

He has 20 years of nonprofit experience. He will oversee

existing fundraising work, and help develop and grow other

streams of revenue.



metrobiz@timesdispatch.com

+

Metro Business

 HONORS



Bob Sledd has been given the Community Revitalizer Award

from the Better Housing Coalition. He is senior economic adviser

to Gov. Bob McDonnell.



Cullen Rivers has been given the Changer of Lives Award from

the Better Housing Coalition. He is with CrossOver Ministry.



Jeanine Harper has been given the Creative Collaborator

Award from the Better Housing Coalition. She is with Greater

Richmond SCAN.



Patrick Farley has been given the Henry David Thoreau

Environmental Conservator Award from the Better Housing

Coalition. He is with Watershed Architects.



metrobiz@timesdispatch.com

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Metro Business

 Business Calendar



Community College Workforce Alliance offers Web-

based training on "Identify Your Best Job Fit," noon.

Cost: $29. Registration: www.ccwatraining.org or (804)

523-2292.



Nonprofit Learning Point hosts the "13th Annual

Nonprofit Learning Point Conference," 8 a.m., Capital

One, West Creek Town Center, Yellow Rooms C2 and

C3, second floor, 15000 Capital One Drive. Speaker:

Robert Egger. Cost: $50. Registration:

www.regonline.com/nonprofitlearningpoint.



 metrobiz@timesdispatch.com

+

Metro Business

 Board of Directors, Board of Trustees in Associations



Members on the board of trustees for the Science Museum of

Virginia are: David Botkins with Dominion Virginia Power,

Andrew J. Butler with InfoReliance Corp. and James O'Brien

with Tidewater Community College. New foundation board

members are: John G. Stallings with SunTrust Banks Inc.; G.

Russell Warnick with Health Diagnostic Laboratory Inc.;

Charles W. Hundley with Hundley & Baronian; and Scott D.

Stovall with CowanGates.



 Agency relocation and expansion



 metrobiz@timesdispatch.com

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Metro Business Stories

 Decision Maker



 ―60 Seconds with‖: Expert Response



 Company profile



 Cover Story

 HOME Leader Fights for Fair Housing

 YMCA Pushes Ahead with Renovations



 Angles

 Agency expansion

 How economy is helping/hurting cause

 Partnership with a business that’s helping community

 Unique stories about ED/CEO

 Collaborative Effort to save money



 ggilligan@timesdispatch.com

+

Style Weekly



 Style Weekly's mission is to provide smart, witty and

tenacious coverage of Richmond. Our editorial team strives

to reveal Richmond's true identity through unflinching

journalism, incisive writing, thoughtful criticism, arresting

photography and sophisticated presentation.



 We make sense of the news; pursue those in power; explore

the city's arts and culture; open windows on provocative

ideas; and help readers know Richmond through its people.

We give readers the information to make intelligent

decisions.

+

Style Weekly



Circulation and Readership:



Print Circulation

37,100



Print Readership

79,500 Readership Base

142,400 Cume (at least one of last four issues)



StyleWeekly.com Visits from Google Analytics

80,300 Monthly



StyleWeekly.com Page Views from Google Analytics

254,000 Monthly

+

Style Weekly

 Unique pitch

 What’s new?



 Interesting people involved?



 What’s the conflict?



 What’s relevant to Style’s readers right now?



 ―Giving‖ Publication: Quarterly, Focuses on Nonprofits

 Pitch a story idea

 Offer to write a story



 Calendar



 ―First Person‖ Opinion Piece



 ―Being There‖: Photos and short recap of event

+

Chesterfield Observer

 Weekly publication on Thursday

 Full edition online

 Free pickup at numerous retail locations, public libraries

and post offices. Majority delivered to home mailboxes.

 Circulation: 69,244

 Pitch a Chesterfield angle:

 Expanding into Chesterfield

 Chesterfield client helped

 Volunteer in Chesterfield Goes Above and Beyond



 Pitch to editor: Nancy Nusser,

newseditor@chesterfieldobserver.com

+

The Henrico-Citizen

 First and third Thursdays of each month



 Available at more than 110 locations throughout the county for

free pick-up



 Only community paper that covers all of Henrico County



 Stories online, Facebook



 Example: Richmond HOPE Foundation

 Henrico couple started nonprofit

 Upcoming golf tournament fundraiser

 Profile of boy who receives services







 Pitch to Editor Tom Lappas at tlappas@henricocitizen.com or to

Managing Editor Patty Kruszewski at patty@henricocitizen.com

+

The Mechancisville Local



 Weekly newspaper printed on Wednesdays



 Full edition online



 Delivered free to zip codes 23111 and 23116, with a total

circulation of more than 27,000.



 Email pitches to news@mechlocal.com

+

Midlothian Exchange

 Weekly newspaper printed on Thursdays



 Available at Midlothian restaurants, fitness centers,

libraries, stores



 Full edition online



to Elizabeth Farina at

 Pitch

editor@midlothainexchange.com

+

Richmond Free Press

 Weekly newspaper printed on Thursdays, circulation

more than 35,000

 Available at newsstands and newspaper boxes located

throughout the metropolitan area at selected bus stops,

churches, government buildings, the airport, colleges,

grocery stores, drug stores

 Full edition online

 Need an African-American angle to pitch

 Agency leader

 Volunteer

 New program to serve African-Americans



 Pitch to news@richmondfreepress.com

+

Richmond Voice

 Weekly newspaper printed on Wednesdays



 Circulation more than 33,000



 Available at public libraries, bus stops, post office

locations, convenience stores, churches in city and

counties



 Full edition online



to Editor Algeree Johnson at

 Pitch

aj@voicenewspaper.com

+

Newspapers

 The Goochland Gazette

 Powhatan Today



 Chester Village News

 Progress-Index



 Hopewell News and Patriot

 Colonial Heights

 Herald-Progress



 Amelia Bulletin

+

Magazines

Richmond Magazine

Boomer Magazine

Virginia Living

Richmond Family Magazine

Richmond Health Journal

Richmond Parents Monthly

50+

+

Pitching to Magazines

 Identify a unique story idea for a specific magazine



 Study the magazine for story angles



 Be prepared to offer multiple options for interviews



 Pitch the story idea six months in advance



 Think about center your pitch around their editorial calendar



 Pitch your story to the main editor or news editor by email



 Follow up with a phone call

+

Radio

 WRIR Brown Bag Special with Cathy Patterson

 Live 30-minute show on Tuesdays at Noon

 Cathy.Patterson@cccofva.org



 WCVE 88.9FM

 Tape interviews and play during ―Morning Edition‖

 Children’s Museum

 project:HOMES



 WRVA 1140AM

 Live interviews during morning news

 TreyYeatts@1140WRVA.com



 Lite 98

 Live morning interviews

 shellyperkins@clearchannel.com

+

Radio

 Radio One Group:

 Kiss FM 99.3, iPower 92.1, Praise 104.7



 Clearchannel Group:

 Q94, X102.1,106.5 The Beat



 Main Line Broadcasting:

 Liberty 98.9, Big Oldies 107.3, 93.1 The Wolf



 Cox:

 K95, 96.5 KLR, Hot 100.9, 103.7 The River





 Live Remotes and Advertising

+

Online Only Media Outlets

 Richmond Business Sense

 Nonprofit Reporter: Amy@richmondbizsense.com

 Example: The Hayes Foundation





 RVA News



 Richmond Network: Community news



 Richmondmom.com



 GayRVA



 Richmond.com



 Mechanicsville.com









Other: Associated Press (AP)

 Email story idea to: aprichmond@ap.org

+

Tracking

Follow-Up

Measurement

+

Tracking: Record/Clip

 Newspaper: RTD Digital Services



 BurrellesLuce Clipping Service



 Online: Screen capture



 Radio: Audacity. Free program.



 TV: DVR/TIVO and a Recording Device: Elgato

Video Capture



 Copies of TV Stories: Video News

 Phone: 804-744-3381

 Email: dmosk@videonews.org

+

Tracking

 Monitor air times, publication dates.

 What quotes did they use?

 Compare competition.

 Learn from mistakes and from success

 Keep the story, info, phone numbers and notes.

 Send update to staff, BOD.

 Promotein newsletters, annual reports, social

media, communication with volunteers.

+

Follow-up

Thank you to reporter.

 Email

 Handwritten note

 Social media thanks and photos



Thank you to folks interviewed,

including staff. Send them copy of story

and photos of the interview.

+

Measurement of Success

Track your web visits

Measure number of phone calls

Measure event attendance

Monitor volunteer inquiries

See if donors increase

Watch social media. See if―Likes‖

increase on Facebook or you gain more

followers on Twitter.

+

Measurement of Success

 Track Impressions

A media impression is the interaction between

a web site, radio spot, television program, or

newspaper or magazine article and a single

member of the audience who is exposed to that

medium.

 Newspaper: Circulation x 2.5

 TV:Nielsen Number of Viewers during that

show

 Radio: Arbitron Number of Listeners at that

time

+

RESOURCES

& GUIDES

+

Media Guides/Services

 Dominion Media Services Media Guide

 Wikipedia Richmond Media

 Richmond PRSA Media Directory

Press Release Distribution Companies:

 PR Newswire

 Business Wire

 PRWeb

 MymediaInfo. Database of journalists.

 VOCUS: PR Software. Database of journalists.

+

Additional Training

 Richmond PRSA Meetings

of Professional Journalists: Local

 Society

Media Day Event in the Fall

 Business WireRichmond Media Panel

Breakfast in March

 Virginia Press Women

 Federal Reserve Educational Events

 AMA Meetings

 VCU School of Mass Communications

+

Additional Training

PRSA National Conference

PRNews Media Relations Conference

and Workshops

PRNews Webinars



PR News weekly E-letter

BurrellsLuce ENewsletter with PR tips.

―ComPRehension‖ Blog about PR and

Social Media

+

Advice

+

Dena’s Advice

 Don’t wait for CNN to call

 Start Small

 Be Creative

 Tell a Riveting Story

 Monitor and Communicate

 Make Your Website Media Friendly

 Speak Up

 Be confident. You're doing a newsperson a favor

by offering a story that readers or viewers will

want.

+

Dena’s Advice

 Don't call a reporter when you know he is on deadline. It

will annoy him.

 Don't call to ask whether a reporter received your press

release. Better to simply pitch your story and while doing

so remind him of the release.

 Don't tell a reporter he's making a big mistake by not

covering your event.

 Don't treat a journalist like a good buddy. Never call him to

say hi and chat.

 Don't make an unnewsworthy announcement because a

board member has urged you to do so. Instead, use the

occasion to educate your board member (ever so

diplomatically) on the meaning of news and the

importance of acting like a professional with the media.

+

“This is not a time to be shy in

media relations. If a small

nonprofit has solid stories to offer,

it should be aggressive in placing

them. Nonprofits make the world a

better place. Their efforts are even

more important in tough times.

Now is the time to renew efforts to

call attention to their life-

enhancing work.”

Joseph Barbato, author of The Mercifully Brief

Real World Guide to Attracting the Attention

Your Cause Deserves

+

Getting Started

 Write Talking Points



 Identify the best personal stories and find a holiday, awareness

day or annual event to align the story with



 Write a story sheet



 Make a media advisory template



 Develop a Media Calendar and Mark Your Calendar



 Watch local media. Follow on Facebook.



 Start an Inspiration File of stories you like and want to replicate



 Research what has been done before: Google agency and

search for agency stories on media websites

+

Getting Started

 Identify four times throughout the year to work on media

coverage

 Big event

 Awareness month/week/day

 Holiday

 A success or an anniversary of a program





 Write down what you plan to do and mark your calendar:

 Secure a live interview

 Identify and pitch a related compelling story

 Submit event calendars

+

Homework: Bring Next Week



 Bring a compelling news story about a nonprofit to share

with the class. (It may be from your nonprofit.) Think about

how the nonprofit pitched the story and be prepared to

discuss it with the class.



The story can be one of these:

 Online link to a TV story

 Newspaper clipping

 Online story

 Magazine clipping

 Radio story



 Bring questions to ask next week’s guest speaker: Richmond

Times-Dispatch Reporter Katherine Calos

+

Homework: Due January 5



 Media Advisory: Write a compelling one page media

advisory on an upcoming event or project that your

nonprofit is hoping to pitch to the media. If you don’t

have an upcoming event then envision an event you

would like to have to help generate media coverage.



 Talking Points/Fast Facts: Write a one page

document of talking points/fast facts about your agency.

Format it with your logo and your contact information.



If you’re not working at a nonprofit then select a previous

employer, client or a nonprofit you volunteer with.

+



We hope you enjoyed this class!



• All trash and recycling is put in the proper bin

• All class materials are stowed away in the vestibule in the front of

the class (this includes name cards and markers).

• Tables are cleared off and put back in the positions that are

outlined on the diagram on the wall

•Chairs are pushed in

After you leave today:

•Complete the end of class survey that will be emailed to you

by NLP.

Remember every semester we award a free class to one student who

completes a survey.



•Check your VCU transcript to track your progress in our

program. Our website has a FAQ with instructions.