More Effective Media Relations

							           More Effective Media
                Relations
               Vanessa Greebe, Victoria Foundation
           Liz Palmieri, Niagara Community Foundation
                Jane Barry, The Greater Saint John
                     Community Foundation



May 2006                CFC National Conference
           Going for Impact
       - A Cantankerous Approach -


              Vanessa Greebe,
             Victoria Foundation

May 2006        CFC National Conference
  Victoria Foundation’s Situation
350,000
13 municipalities
One daily newspaper
Six community weeklies
Two competing TV stations
One news talk radio station


May 2006      CFC National Conference
     Community Foundations suffer
                from:
 Little hard news
 Grants (one of many funders &
  lost in the need)
 Concept is complex


 Decide how  important media coverage is –
  hone your approach
 (5% of my time annually)

May 2006        CFC National Conference
What is:
“Lost in
the Need”?




May 2006     CFC National Conference
              What works

 Distinguish between hard &              soft news –
  change your approach
 Use Op Eds (opinion editorials) to present
  your foundation as an expert
 Focus on the larger impact




May 2006        CFC National Conference
             Successes

 Pitching Op Ed at Christmas/tax season
 Using National Philanthropy Day
 Using youth program as a door opener




May 2006       CFC National Conference
                     Pitfalls

        Not customizing
        Not following up
        Not tying into events/seasons
        Sending non news




May 2006           CFC National Conference
           Good examples:
Memory Project article. Why?

 Timely
 Focused on photo opportunity




May 2006       CFC National Conference
      November 11, 2004




May 2006                  CFC National Conference
           Good examples:
Youth regional conference. Why?

 Youth
 Highlycustomized
 Unique story




May 2006       CFC National Conference
May 2006   CFC National Conference
May 2006   CFC National Conference
May 2006   CFC National Conference
           Good examples:
CBC Radio “All Points West.” Why?
 National Philanthropy Day
 Used people from their reach

Times Colonist Op Ed. Why?
 Timely
 Combined data from many sources
 Used local examples


May 2006       CFC National Conference
May 2006   CFC National Conference
             Good Examples:
       “On the Street.” Why?
        New board appointments
        New staff




May 2006         CFC National Conference
           Bad Examples:
Times Colonist IPSOS follow up. Why?
 Confused the reporter
 Next time – keep it simple




May 2006       CFC National Conference
May 2006   CFC National Conference
           Bad Examples:
CBC Radio. Why?
 Set up radio interview with M. Patten & Up
  Island foundation for regional conference
 Election announced


CFAX radio talk show
 Youth program’s 1st year on Nat. Phil. Day
 ‘Why is this news?’
May 2006        CFC National Conference
           Lessons Learned:
 Know how to contact
 Know their reader/viewers
 Be polite & persistent
 Deadlines are just that
 Say in 20 seconds why you’re calling




May 2006        CFC National Conference
           Going for Impact
  Keep copies – feel good factor
 Share them
  - with board
  - with donors
 Consider converting TV/radio coverage to
  digital and load on your website



May 2006        CFC National Conference
   Newspapers and Cable:
           Challenges of working from a regional
                       perspective


                    Liz Palmieri
           Niagara Community Foundation



May 2006               CFC National Conference
           Niagara at a Glance
 420,000


 Peninsula bordered by             2 lakes and river

 12 municipalities


 4 levels of   government

May 2006           CFC National Conference
           Newspaper Landscape
 Two competing chains: Osprey, Torstar


 Daily    papers: 3

 Bi-weekly   papers: two but with separate
   editions in 7 parts of the region

 Weekly: 7

May 2006           CFC National Conference
            Cable TV Landscape
 Cogeco:
       One broadcast studio
       Uses lots of volunteers for off-site interviews
       Tape and broadcast all 13 council meetings
       Will come on site for special events
       Have a daily interview show



May 2006               CFC National Conference
           Media Challenges

 Regional   foundation
 1 full-time staff

 Different editorial      focus with each type of
   newspaper
 Newspaper ‘war’          – new phenomenon


May 2006              CFC National Conference
                     Media Goal
 To publicize each grant and each new
   fund created (with donor’s permission)

 Form     of publicity:
             •   Newspaper story
             •   Cable TV announcement
             •   Article in semi-annual newsletter
             •   Article in annual report




May 2006                 CFC National Conference
     Strategies to Address
 Challenges and Achieve Goals
 Met      with each editor
 Recruited media volunteer                    in each
   community
 Targeted media releases to fit                  each
   community


May 2006             CFC National Conference
               Success Stories
 Niagara West:
     Mayors’ Charity Golf Tournament
     Edwardian Holiday Celebration




 Port     Colborne:
       PR campaign to launch new Port Colborne
        Community Fund



May 2006               CFC National Conference
       Challenges Along the Way
 Competing business           interests make for
   tough choices

 When pitching story    on a great grant, grant
   purpose becomes the story and
   foundation’s role is not mentioned

 Remembering which reporter                 works for
   which media conglomerate
May 2006           CFC National Conference
  Exploring Media Partnerships

                 with




May 2006   CFC National Conference
           Greater Saint John CF
 Established  1976
 $8.2 M. assets
 Serves Greater Saint John, (50 km radius), 6
  municipalities, 150,000 pop.
 One staff
 TV: CBC, Global & cable, ATV, Atlantic affiliates
 1 Daily, 2 weeklies, 4 community papers, 1
  monthly, many newsletters
 6 radio stations

May 2006           CFC National Conference
           Six Steps to Partnering
 Step 1 Assess media presence in your
   community (Radio, TV, newspapers,
   community groups’ communications)

 Step 2 Introduce your foundation to them


 Step3 Maintain and cultivate               regular
   relationships

May 2006           CFC National Conference
           Six Steps to Partnering
 Step 4   Approach media for partnership
   opportunity

 Step 5   Design approach tailored to your
   circumstances

 Step 6      Evaluate the outcomes


May 2006           CFC National Conference
   Partnering with a mall (Market Square)
        and the Lieutenant Governor




May 2006        CFC National Conference
 Step 1 Assess your community’s media

 Research &   approach media with largest
  audience
 Include local cable TV, talk shows, free
  interviews (you volunteer)
 Identify daily, weekly & mass mailed
  newspapers
 Include Community groups producing &
  distributing reports, annual reviews etc

May 2006         CFC National Conference
CBC’s Harbour Lights Campaign




May 2006   CFC National Conference
      Step 2 Introduce your foundation
    Step 3 Build/Maintain regular relationships

 Prepare brochures,         materials, web-site

 Identify news   directors, editors

 Prepare &    update media contact list

 Make personal contacts              (call, e-mail, visit)

 Submit   releases, photos, stories regularly
May 2006          CFC National Conference
                   CFC National Conference
           Climate Change Event
           (over 19 community partners)




May 2006           CFC National Conference
Step 4 Approach media for partnership

 Offer you or  a board member for
  interviews on call-in shows, cable TV
 Approach potential partner with a specific
  event (AGM, Anniversary show,
  community BBQ, cleanup, fundraiser, golf
  Tournament) and ask them to be a
  “partner” or “sponsor”
 Include media on your board and/or
  committees

May 2006         CFC National Conference
 Partnering with The New Brunswick
              Museum




May 2006     CFC National Conference
Step 5 Design approach tailored to your
             Circumstances

 Invite a media “Host” to emcee or    attend
  an event, they’ll likely mention it on their
  shows
 No local TV? suggest a “remote” show for
  your town
 Are you a budding writer? offer a regular
  column on community groups or activities
 Does a charity you know produce a
  publication? Submit a story or ad.

May 2006         CFC National Conference
            Coats for Kids
Partnering with Radio station CHSJ, The Wave




May 2006        CFC National Conference
       Step 6 Evaluate the outcomes

 Monitor which partnerships              are working
  best
 Continue to improve those which haven’t
  brought results
 Discontinue initiatives which appear of
  lesser impact or value
 Emulate success: which groups get the
  most press and why?

May 2006        CFC National Conference
  Harbour Passage Garden Party
           (over 30 partners)




May 2006    CFC National Conference
           Thank you!




May 2006    CFC National Conference