PR 455 Midterm
PR & Communications
oAmplify the good work being done to raise awareness to introduce people to the organization and, in turn, drive donations oConnect external audiences to mission (e.g., donors, volunteers, influencers, etc.) oBuild relationships with stakeholders oBe the go-to expert in your area of focus oPromote values, accomplish mission and develop supporters oStorytelling
Media sponsorship levels of support
top tier, mid tier, lower tier
Story Archetypes
- overcoming the monster - rags to riches - the quest - voyage ana return - comedy - tragedy - rebirth
How PR & social media work together EXAMPLE: Paul Rudd
#MaskUP ◉What: Awareness campaign to promote mask wearing to prevent the spread of COVID-19 ◉When: Launched Aug. 3, 2020 ◉Who: Created in partnership with the American Medical Association, American Hospital Association & American Nurses Association (co-opted by other state and local government agencies) ◉Why: ○Normalize wearing masks as a daily routine ○Debunk myths ○Save lives ◉Tactics: ○Creation of social media toolkits with shareable graphics ○PSAs ○Accurate news and resources ◉Key messages: ○Stop the spread of COVID-19 by: ○Washing your hands ○Maintaining physical distancing ○Wear a mask! ◉Target Audiences (?)
Philanthropic efforts on modern society
- 911 emergency services - public libraries - Sesame Street - Tabacco control
Non profits in CA
- There are 110,547 registered 501©3 charities o144,755 registered non-profits oGenerates approx. 15% of California's Gross State Product o $273.7 billion in annual revenue oOne in every 14 job is at a nonprofit employing more than 1.2M Californians (7% of employment) oCalifornia volunteers contribute approximately $16.6B in unpaid labor each year, the equivalent of 331,058 full-time jobs
Types of foundation giving
1. Community Foundation Grants: Community foundation grants are sums of money that are distributed by local, state, or national foundations. These foundations are actually nonprofit entities and are run by the organization as a way to help other nonprofits receive funding. 2. Private Foundation Grants: Private or family foundation grants are very similar to community foundation grants. The only difference is the source; private or family grants are made by private foundations while community grants are made by either corporate or community foundations.
Press Release structure: Inverted Pyramid
1. Headline (sub-head optional) 2. Lead: Most newsworthy information. Who? What? Where? When? Why? 3. Nut graph: Why is this important/relevant? Supporting information. 4. Quote 5. Additional facts, informations, CTA 6. Boilerplate
Building a story pipeline
1. Identifying a compelling story 2. Pitch a story 3. secure the interview 4. conduct media coaching 5. the interview 6. share/archive interview 7. send a thank you/maintain contact REPEAT
Types of Corporate giving
1. Matching Gifts: After a donor makes a contribution, they can submit paperwork to their company's HR department. If the donation and your nonprofit are eligible, they will cut a check to your nonprofit for the same amount as the initial donation. 2. Volunteer Grants 3. Corporate Grants: Sometimes, a company will select a nonprofit to give the money to. Other times, nonprofits send in their grant applications and the company will make a selection from the applicant pool. 4. In-Kind Donations: They usually encompass things like food and drinks for an event, free or discounted tax services during tax season, or equipment for a building project. Can include sponsorships
Landing a story is
1. out of your control 2. right timing 3. depends on relationships/who to contact
How PR & social media work together EXAMPLE: #Healthcareheroes
@ Cedars-Sinai ◉Creation of a microsite for COVID-19 updates with link to the Newsroom ◉Creation of a donation website ◉More than 21,000 gifts (monetary and in-kind) ◉$7 million raised ◉Stewarded donors with an email series as well as with impact reports ◉COVID fatigue
Public Relations
A constantly evolving field: - a strategic communication process that builds mutually beneficial relationships between organizations and their publics - mainly focuses on unpaid--or earned—media, but even that has changed
Soundbite
A memorable, short, catchy snippet of speech, which media use in their reports to summarize your opinion or make a point. •"I float like a butterfly and sting like a bee." - Muhammad Ali •"That's one small step for man, one giant leap for mankind." - Neil Armstrong •"The only thing we have to fear is fear itself." - FDR •"If it doesn't fit, you must acquit."- Johnny Cochran •"Pancreatic cancer is the world's toughest cancer." ●"A good sound bite packs emotion, opinion, news value and personality, and leaps into a reporter's ear." Irv Chapman
Media kits
A one stop shop packaged materials about the organization for members of the media to use to pull accurate, verified information about your company for articles, interviews, etc. ●Remember: Another part of your role is to make journalists' jobs easier, and help shape the story. ○If these things aren't readily available, it can: ■ slow down turnaround times ■ result in misinformation, ■ or in some cases a missed opportunity!
Editorial Calendar "EdCal"
A plan for scheduling the creation of new or updated content for different audiences to support business goals for new visitors or increased conversion as part of content marketing
Booking Sheet
AFTER YOU HAVE SECURED AN INTERVIEW... A form sent by media stations to confirm details for an interview opportunity. ◉PR team completes the form including: ○Guest name, phonetic spelling and title ○Talking points ○Links to b-roll, high-res photos and graphics ◉Media outlet uses to prep for interview •Most of the time, producers will follow all of the information given, but sometimes they won't •Booking sheet packages everything into one place; you can send your media kit in addition to it •If you don't provide one, producers, reporters, etc. will pull information from other sources •GOAL: Provide correct information and guide interview
Philanthropy
An act or gift done or made for humanitarian purposes; an active effort to promote human welfare Philos= Love + Antro= People, which translates to love of humankind
The wearer of many hats
As a PR professional, you take on many roles
PR Campaign Elements
Background Give an overview of the nonprofit, its mission and ultimate goal, programs and services, founder, etc. Business Goal What is the ultimate goal of the organization? Why does it exist? Statement of the Opportunity or Problem Why exactly is the campaign being contemplated? Provides the uninformed reader with enough information to get a clear sense of the challenge or opportunity. Research What is needed to better understand before developing a campaign? Consists of Primary (qualitative and quantitative) and Secondary research. SWOT Analysis Strengths, Weaknesses, Opportunities and Threats based from research findings determine external and internal risk factors to an organization and campaign. Communication Goals The overall, highest-level outcome to be achieved Objectives Measurable (as often as possible) interim steps to be achieved on route to the Goal; focus on things that communication can achieve; Criteria: Quantifiable, measurable, attainable via communications, realistic Key Audiences Those specific, narrowly defined groups having a role or interest in (positive or negative) your organization Key Messages Specific points to be communicated that are of relevance to both your organization and the audience(s) to which they are to be communicated Strategies Broad, directional statements about the guiding principles, categories of activities, or scope of activity to be undertaken. *Tactics* Very specific action steps to be undertaken within those strategies Evaluation Exactly how will you measure your success? Always ties back to your objectives. Timeline How long will the entire campaign run, and what are the durations of each step program element (research, tactics, etc.)? Budget How much will each campaign element cost?
Crisis example: HARAMBE
Background: ◉Cincinnati Zoo's Gorilla World exhibit opened in 1978 ◉"Handsome" Harambe, a 16-year-old critically endangered, Western lowland gorilla joined the zoo in April 2015 ◉Approx. 765 gorillas in zoos worldwide at this time. ◉Less than 175,000 western lowland gorillas in existence at this time Facts: ◉On May 28, 2016, a young boy fell into a shallow moat surrounding the habitat, one day after Harambe's 17 birthday. ◉Harambe was witnessed grabbing and dragging the bot by his foot through the moat . ◉With the boy's life at stake, zookeepers had to make quick decisions to prevent a possible death ◉The boy was tossed around for 10-15 minutes when Dangerous Animal Response Team determined a tranquilizer would take too long to go into effect Response: ◉A trained Cincinnati Zoo sharpshooter from the shot and killed 17-year-old Harambe in order to save the young boy. Analysis: ◉Immediately backlash from animal rights activists sparking a national discourse ◉Intense scrutiny, especially on social media ◉Consequences to the zoo's visibility ◉Legal and financial ramifications and uncertain future Parent's of child received intense scrutiny as well CRISIS PLAN: ◉Objectives ○Respond immediately ○Minimize backlash ○Emphasize safety and importance of saving life of young boy ○Minimize legal and financial consequences ◉Strategy ○Responded with PR consultation ■Showed remorse for difficult decision ■Listened to criticism, to a point ■Had an army of advocates supporting them ●Jane Goodall and Jack Hanna ◉Communication Strategy ○Designated spokesperson was Thane Maynard, zoo director ○Communicated openly and immediately ○Stated the facts ◉Communication Tactics ○Issued formal statements on its website on May 29 and social media ○Held press conference on May 30, 2016 - two days after the incident ○Issued press releases and engaged in media relations resulting in which gained traction in New York Times, Huffington Post and Washington Post Outcomes: ◉USDA's Animal and Plant Health Inspection Service determined zoo failed to meet barrier standards ◉Zoo made alterations to the enclosure to prevent future incidents "to ensure that our exhibits meet or exceed standards." ◉Zoo deactivated its social media accounts temporarily due to overwhelming backlash, memes and hackings ◉Operational outcomes bad, but reputational worse for killing an endangered animal. ◉Family of toddler asked to send donations to zoo in honor of Harambe; ◉Zoo provided ways to support gorilla conservation efforts ◉Candlelight vigil for Harambe ◉The Fiona Show Stakeholders: ◉Government & Government agencies ○Investigation and regulation ◉Zoos/conservations groups ◉Media ○Demanded immediate information; full disclosure; culpability ○Sparked media training among other companies and industries to learn from the zoo's mistakes and transparency ◉Animal rights activists ○Angry; sought restitution ◉Zoo patrons and donors PR Lessons: ◉Company succeeded in: ○Responding immediately ○Showing leadership ○Showing remorse/ concern ○Involving media ○Responding to activists (very strong voice) ◉Public will forgive eventually ○ Less willing if company is arrogant and unprepared
Pitching Lead times
Daily, weekly newspapers & magazines -> 1-3 weeks Monthly magazines (local & national) -> 3-6 months Radio & TV shows- local -> 2 weeks- 1 month Radio & TV shows-national -> 1-2 months Online-> varies tips: ●Plan backwards from your launch, event, opening, etc. when pitching media. ●Check the media kits and editorial calendars for topics and drop dates to help with your planning ●Breaking news will scrap your stories, but it could lead to future opportunities!
Non profits examples
Did you know? The NFL relinquished its 501c(6) status in 2015 Examples of non-profit organizations: ●World Wildlife Fund ●Susan G. Komen ●USC ●Cedars-Sinai ●Pasadena Humane Society ●Teach for America ●charity: water ●American Red Cross ●American Cancer Society ●ALS ●AIDS Health Foundation ●Boys & Girls Club ●United Way ●YMCA ●Salvation Army ●St. Jude Children's Research Hospital ●Habitat for Humanity ●Doctors Without Boarders ●Make-A-Wish
5 of 510(c)(3) Non-Profits
Education: 17.1% Health: 13% Religion Related: 6.1% Environment & Animals: 4.5% Human services: 35.5% International & foreign affairs: 2.1% Public & social benefit: 11.6% Arts, culture and Humanities: 9.9%
Stakeholders are directly impacted by the decisions an organisation makes and..
Ex. USC directly impacts community groups, employees, volunteers, donors, students, government agencies, media BUT stakeholders can ALSO directly impact and organisations decisions and actions ex. community groups, employees, volunteers, donors, students, government agencies, media directly impact USC
Key Audiences receive key messages
Ex. Women 18-24 in Madison, Wisconsin ex. cancer caretakers in south LA Note: This is where research come into play. Conducting primary and secondary research.
Premium media resources
Media Monitoring - Cision - Meltwater - BurrellesLuce - TrendKite - Coverage Book - Agility PR - TVEyes Media Lists - Cision - Meltwater - Muck Rack Design - Adobe Creative - Cloud Wire Services - PR Newswire - Business Wire - Newswire - PRWeb - Marketwired
Resources on a Shoestring Budget
Media Monitoring - Social media - Google Alerts - Mention - Talkwalker Design - Canva - Adobe Spark Media Lists - Google - HARO - LinkedIn - Twitter - Mastheads Wire Services - PRLog - PitchEngine - Free-Press-Release.com
digital marketing roadmap
Reach -> engage -> Acquire Awareness -> Interest -> Consider -> Take Action
SWOTS Example: USC
STRENGTHS: oDedicated staff resources oStrong brand recognition oAcademic research/Expertise oReputation & History oFinancial resources oStrong alumni association and community support oStrong donor support oProactive partnerships with other institutions oPast performance (accredited programs, graduation rates) oStudent support services oDiversity oStrong, active board oLocation and community Weaknesses: oScandals and crises oCost oReactive versus proactive oLocation oReputation oStructure/bureaucracy Opportunities: oPartnerships in support of university initiatives oDiversity oCommunity, regional, national and international partnerships oGrowth potential oMore students oNew facilities oExpanded and/new programs to meet societal needs Threats: oLots of competitors oNot attracting enough students oContinued scandals and crises oNegative public perception oEconomy
Email Marketing
Sending an email, typically to a group of people, usually with a specific call-to-action (CTA) ◉Email list: Build up your constituent database with info to segment ◉Segmentation: Splitting up your email list by target demographic (donors, fundraisers, patients, etc) ◉Unsubscribe Rate: % of people unsubscribing from emails ◉Open Rate: % of Opened Emails out of Total Delivered ◉Click-Through Rate: Ratio of clicks on links in your emails.
Volunteer roles
Smaller Nonprofits ◉Programs based ◉As needed to help fulfill mission of nonprofit Larger/National/Affiliate Based ◉Volunteer-led affiliates with staff support at regional office or HQ; ◉Multiple roles within the affiliate to fulfill mission of nonprofit at local level
spokesperson
Someone who can speak knowledgably and confidently about the organization, its mission, programs and services and campaigns, along with activities happening in your community.
Key Messages
Specific points to be communicated that are of relevance to both your organization and the audience to which they are to be communicated. Key messages change depending on which target audience they're for.
Example PR Campaign: Pancreatic Cancer Awareness Month
Stategy: ◉To raise awareness about the symptoms and risk factors for pancreatic cancer during Pancreatic Cancer Awareness Month and World Pancreatic Cancer Day Tactics: National PR ◉Press release ◉OpEds ◉PSAs ◉Media interviews feat. President/CEO and other key spokespersons ◉Media Pitching Volunteers & Grassroots PR - Local interviews secured by volunteers across 50+ affiliates across the country Celebrities & Influencers - Wear purple and share graphics and use hashtags on social media throughout the month of November Community Mobilization - Tool kits for schools , hospital, religious institutions containing fact sheets about the disease as well as an infographic, fundraising tips on how to do a DIY fundraiser (Purple Parties, etc.) Turning Landmarks Purple - Reaching out to well-known landmarks to turn purple on specific day or days throughout the month of November (e.g., LAX Pylons, The Forum) Media Support - Ask them to wear purple on the WPCD Schedule interviews throughout the month or the day Provide shareable graphics and suggested social media copy/paste Digital Microsite Pancan.org/demandbetter contained: ◉Quizzes or Risk Factor Assessment, ◉Shareable graphics ◉Fundraiser ideas, ◉Toolkits for target audiences, ◉Advocacy information, etc. Coalition Support - World Pancreatic Cancer Coalition member Special Events - 5k walks during the month of November had specialized messaging; digital billboards targeted for WPCD Results: ◉More than 130 on-air talent/media personalities wearing purple during the month of November ◉More than 70 media interviews secured during the month of November ◉Over 50 landmarks/monuments turning purple ◉More than 100 Referrals to Patient Central from the online quizzes Communication goal: ◉Convince people to see visit doctor if they're exhibiting signs or symptoms NOTE: Usually you'll have one communication goal during for an awareness campaign. Key audiences: ◉High-risk individuals (African-Americans, Ashkenazi Jewish, baby boomers) ◉Pancreatic cancer supporters ◉Caregivers ◉Media ◉Celebrities & Influencers NOTE: These are people who have a role or interest in our goal ( can be both positive or negative) Key Messages: ◉Pancreatic cancer is the world's deadliest cancer. ◉Most people can't name a symptom of pancreatic cancer. ◉Early detection is vital and saves lives. ◉Learn the symptoms and risk factors. ◉If you have symptoms, speak to your healthcare provider as soon as you can.
Larger Nonprofit Volunteer affiliate structure
TOP: staff partner and Affiliate chair Bottom: Events Chair, fundraising chair, media chair, awareness month chair, advocacy chair
The Donor Bill of rights
The Donor Bill of Rights Philanthropy is based on voluntary action for the common good. It is a tradition of giving and sharing that is primary to the quality of life. To assure that philanthropy merits the respect and trust of the general public, and that donors and prospective donors can have full confidence in the not-for-profit organizations and causes they are asked to support, we declare that all donors have these rights: Source: Association of Fundraising Professionals
Ice bucket Challenge:
The Issue: ◉Awareness about amyotrophic lateral sclerosis (ALS) , aka Lou Gherig's disease, had been limited over the years Solution: ◉Raise awareness of ALS through grassroots network ◉Drive donations to fund research and ultimately improve patient outcomes Tactics: ◉Challenge people ◉Post video on social media ◉Challenge another person to repeat within 24 hours ◉Donate to the cause Results: $115 million raised in 2014 Lessons Learned: ◉Organic, word-of-mouth is powerful ◉Authentic ◉Celebrity support helped drive engagement ◉Incentive to do good ◉Awareness = more donations* ◉Not always replicable ◉Non-profit envy Clear call to action *NOTE: AWARENESS DOESNT ALWAYS TRANSLATE INTO DOLLARS RAISED; IT DEPENDS ON THE CTA YOU HAVE CHOSEN
Maslow's Hierarchy of Needs
This is how development professionals determine how people can become philanthropic. These needs build upon one another and move from basic to increasingly higher-level needs. Humans focus on basic needs (called Psychological by Maslow) food, water, rest, etc. as their primary needs. It is only when those needs are met that we move to the next level within the hierarchy, safety. At this level, thoughts turn to security, health, employment etc.. Once the needs at these two levels are met, you move to the next and so on. Ideally, we would target those at the top two tiers of the pyramid. However, this is the smallest group and many never make it to the highest level of development. These will be those donors with a strong motivation behind their donations. Beyond identifying this group, work with your donors to fulfill some of the critical needs necessary to move up the hierarchy For example, we can help build at the love/belonging level by creating a true community at our institutions which engage, involve, communicate and appreciate. We can supply the love and family atmosphere that they desire. Beyond that we can treat our donors with respect and show them how their involvement can mirror their need to respect others. By connecting with the donors needs, we can supply them with their needs, that will help them move up the hierarchy which in turn will put them in a better position to hear and respond to our nonprofit's needs.
The PESO model
Traditional PR was Earned media, but now it is all overlapping Paid- you pay for ads Earned- relationship building Shared- social media Owned- reviews, customer & employee stories
Stakeholder - Strategic Partnerships
Utilizing sponsorships to spread awareness Media Sponsorship: ◉Promotional partnerships with local media outlets that amplify an event and/or campaign via in-kind (donated) opportunities such as: ○Interviews ○On-air mentions ○PSA spots (broadcast media) ○Talent support (in most cases) ○Other marketing/advertising ■Web banners & takeovers, print placement, etc.
Stakeholders- Volunteers
Utilizing their talents, spare time and passion for your cause for "free and for fun"
The Donor Cycle
identification/research, cultivation. research, solicitation, stewardship, repeat The backbone of any successful fundraising operation is an understanding of the cultivation process against which activities and goals can be mapped. This is often referred to as the development, fundraising or donor cultivation cycle. The process has four fundamental phases: 1. Identification and research. Who will you ask and what will you ask for? Who has the capacity to give? Who has interest/connection to the cause? This is where prospect research comes in hand. There are tools that they use to ID income, wealth, etc. (Lexus Nexus) 2. Cultivation. Building relationships, engaging the prospect and preparing to make the ask. This could include taking them to dinner, meeting with C-Suite members, going to signature events. The phases of the cultivation process are also commonly referred to as the '4Rs'. Development directors suggest that their time is divided among the phases in approximately this way: Research, about 25 percent of time, Romance, about 60 percent, Request, 5 percent, and Recognition, 10 percent. 3. Solicitation. Making the ask for a certain amount of $/commitment 4. Stewardship. Recognition and continuing to engage donors. Tell them how their gift is making a difference.
Non-profit
is dedicated to furthering a particular social cause or advocating for a shared point of view. In economic terms, it is an organization that uses its surplus of the revenues to further achieve its ultimate objective (its mission), rather than distributing its income to the organization's shareholders, leaders, or members. Compared to a for-profit companies that give give shareholders a piece of its profits. - ●Nonprofits are tax exempt or charitable, meaning they do not pay income tax on the money that they receive for their organization. (yes, they can make a profit!) - Voluntary Associations ■Public Serving = Charitable ●Schools ●Churches ●Hospitals ●Fire Departments ●Orphanages ■Member Serving ●Free Masons, banking, insurance, agricultural and labor ●Goal: Altruism & supplement the intersection where government social welfare programs where government efforts lacked
Mission Statement
•Mission statement = the organization's purpose. •Umbrella statement and objectives (optional). •Ideally if a non-profit achieves its mission, it'll put itself out of business.
traditional PR tactics
•Press release •OpEds •Blog posts •PSAs •Media interviews feat. President/CEO and local interviews secured by volunteers •Media Pitching •Celebrities & Influencers
Media Sponsor Outreach Guidelines
•Start sooner than later •Outlet's community support calendars can fill up quarters at a time; some may have existing relationships •Contact the Public Affairs/Community Affairs department or individual •Television stations - Community Relations/Community Affairs/Public Affairs/Creative Services •Radio - Marketing Director/Creative Services/Promotions/Public Affairs •Newspaper - News Director/Creative Services •Outdoor Advertising: Public Affairs Director, Sales Manager •Be prepared to do cold calls and pitch, pitch, pitch •Try to meet in-person & SCHMOOZE, SCHMOOZE, SCHMOOZE •FOLLOW UP IS KEY! Tips & tricks: ●Tips & Tricks •Do your homework - identify outlets that are supportive of many causes, have done related news, have anchors/reporters who have a personal connection to your cause •Securing a sponsor increases - but does not guarantee - news coverage of your event, especially if their talent is involved. •Once you've established a relationship with the Community Affairs person, loop them into pitches and story ideas. Sometimes they're able to push stories to the news team, and this helps create year-round engagement for you and them. This will reinforce that you and the affiliate are the local experts!
Blogs- Meta Titles
◉A meta title is intended to convey the widest appeal of the central topic of an article to match as closely as possible to what people are searching on Google. ◉The meta title gets an article read and ranked. ◉To be the go-to org, we need to increase the number of people finding our articles organically via search, which places a greater emphasis on the meta title. ◉The primary objective of our blog is to inform and educate readers about the disease and our cause, and a meta title clearly articulates what an article is about.
Media lists
◉A targeted list of reporters, editors, producers, hosts, etc. to pitch story ideas ◉Premium services such as Cision and Meltwater keep lists up-to-date ◉Google, Twitter and LinkedIn are your best friends ◉Strong contacts are your bread and butter Keep them up-to-date
Talking points
◉A topic that invites discussion and lends support to an argument. ◉Provided by the PR team for spokespeople and reporters to reference during interviews. ◉Customizable messaging depending on the interview topic and who the spokesperson is. ●Talking points can be incorporated to everyday language, blogs, social media, website and any speaking engagements
Writing process tips
◉Always ask for consent ◉Always include visuals ◉Start with the ending ◉Write when you're in the mood ◉Include a call to action at the end ○Donate, Volunteer, Learn More, etc. ◉Edit, edit, edit, then edit some more ◉Proofread, and have someone else proofread for you ◉Read how other orgs write
When does the headline and meta title need to be different?
◉Ask yourself, would the target audience searching for the central topic of my article, find this post with that headline? ◉If not, write a meta title by getting in the searcher's shoes.
Development Resources
◉Association of Fundraising Professionals (AFP) ◉Association of Donor Relations Professionals (ADRP)
Tips and Tricks
◉Be in interview mode from start to finish. ◉Do your homework. Study past interviews done by the reporter so you know what his/her personality is like so you can anticipate how the interaction will be. ◉If a reporter asks an unclear question, always ask for clarification. ◉If you don't know the answer to a question, tell the reporter that you'll get back with an answer as soon as possible. ◉A thank you card goes a long way. Make sure to send the reporter and/or producer a thank you. This can keep the door open for future interview opportunities. ◉Always refer to the media talking points. ◉Request a link to the interview to share with your constituents!
How do PR efforts support fundraising?
◉Build awareness ◉Educate ◉Provide factual information ◉Work with experts and third party advocates to build credibility so donors are confident in their support ◉Storytelling through various channels (blog, social media, media) ◉Recognition opportunities ◉Extension of Donor Cycle/Experience ◉Lead generation
Paid Social Media
◉Choose your objective: ◉Brand Awareness ◉Reach ◉Traffic ◉Lead Generation ◉Engagement ◉Video Views ◉Custom Conversions (Donations, website actions) ◉Choose your type: ◉Video ◉Image ◉Collection / Canvas ◉Carousel / Slideshow ◉Lead Generation ◉Event
Why PR & Development work together
◉Communication and planning ○Gift agreements ◉Two-way street of identifying compelling stories ○PR professionals can use to publicize major gifts ○Development professionals can utilize PR efforts to steward donors ○Identifying donor stories to profile ◉Providing toolkits for donors to use at the grassroots level ◉Recognition & Benefits ◉Stewardship ◉Publicity
What does a nonprofit consider aa crisis?
◉Data Privacy Breach ◉Natural Disaster ◉Major Medical Breakthrough ◉High Profile Death/Diagnosis ◉Disgruntled employee/volunteer ◉Website crash ◉Programmatic Systems Crash ◉Dependent upon the industry ◉Controversial donor ◉Scandals ◉Misuse of funds
other opportunities
◉Digital billboards ◉Commercial advertising ◉Donated Ad Space
Types of Individual Giving
◉Direct Mail Donations ◉Mobile Donations ◉Online Donations ◉Recurring Donations ◉Event Donations ◉Annual Campaign Donations ◉Social Media Donations ◉Text Donations ◉Planned Gifts ◉Peer-to-Peer Fundraising ◉Major Gifts ◉Phone-a-thon ◉Capital Campaigns
Media coaching goals
◉Establish your role as a spokesperson ◉Learn what interests the media ◉Understand the media ◉Media messaging guidelines ◉Tips and techniques to drive a successful interview ◉Preparing for an interview
External Communications
◉External - exchange of information within the org and outside the org ◉Examples: ○Web ○Blog ○Crisis Comms ○Media Center ○PR efforts ○Advertising ○Print collateral ○Newsletters/Reports/Publications
Sources of Revenue
◉Fees for goods and/or services ◉Individual donations ◉Bequests (a.k.a planned giving) ◉Corporate contributions (a.k.a. CSR/sponsorships) ◉Foundation grants ◉Government grants and contracts ◉Membership dues and fees ◉Events ◉Investments ●Individual Giving makes up about 72% of a non-profit's revenue ●Online giving, monthly giving, peer-to-peer (P2P), major donors ●Events including run/walks, auctions, galas, etc. ●Membership dues - museums, NPR
Interview NO-NOs
◉Go off topic or ramble ◉Be negative ◉Swear or use expletives ◉Speak negatively about other organizations. ◉Lie INSTEAD: ◉Look at the interviewer instead to ease anxiety and avoid a "deer in headlights" moment. ◉Always stick to your talking points and the subject at hand.
Editorial meetings
◉Helps with proactive planning of content creation that aligns with organizational goals ◉Determine how a story can be used across channels: ○Media story ○Blog post ○Feature in a publication ○E-blast ○Social media
What interests the media?
◉Human interest stories ◉Breaking news ◉Progress in the field ◉Feel-good stories that provide hope and inspiration
Print/ Digital Interview Dos
◉In-Person ○Treat it as if you would a TV interview ◉Phone/Skype/Zoom/WebEx/Teams ○Treat it as if you would a radio interview
Internal communications
◉Internal - exchange of information within an organization. ◉Examples: ○Intranet ○Memos ○Crisis Comms ○Newsletters/Reports ○Emails
In-kind vs. Sponsored content
◉Keywords to listen for... Donated: - In-kind - Free - PSA - Community Calendars Paid: - Budget - Ad Spend - Sponsored content - Advertorial
sponsorship benefits
◉Listing on website ◉Event e-blasts ◉Complimentary tickets, registrations ,etc. ◉Inclusion in press release ◉Listed on event banner and t-shirts ◉Recognized on social media
TV interview NO-NOs
◉Look into the camera! ◉Wear revealing clothing or patterns and stripes ◉Wear large dangling jewelry ◉Wear white
Gift Officer Team
◉Major Gifts ◉Mid-Level Giving Program ◉Direct Mail ◉Annual Giving ◉Monthly Giving ◉Planned Giving
Media Essentials for a Non-profit
◉Media Kit (a.k.a Press Kit) ○Press Release ○Backgrounder ○Bios ○Fact Sheets ○Visuals (high-res photos, infographics, PSAs, quizzes, etc.) ○Media Contact ◉Talking points ◉Media Alerts ◉Pitch Letter ◉Media List
Blog Meta Titles and Headlines: Rules
◉Meta titles should be no more than 70 characters (excluding org name). Ideally, article headlines would be around the same length. ◉Homepage article headlines should be around42 characters ◉When appropriate, relevant and character count allows for it, add key word to the meta title
Understanding the media
◉Not necessarily experts on all topics ◉Interested only in what will most interest their audiences ◉Media wants: ○Clear, concise responses given tight time constraints ○A unique viewpoint that resonates with its audiences ○A compelling spokesperson who will engage their audience and hold a conversation
Digital Advertising
◉PPC (Pay Per Click) - Pay every time ad is clicked ◉Display Advertising - banner, image, text ads placed on 3rd party sites ◉Retargeting - ads that "follow you" around, based on prior online actions ◉ULTIMATE GOAL: CONVERSIONS
Common PR/Development Mishaps
◉PR and development do not talk to each other ◉Teams are often siloed and territorial ◉Misinformation, outdated messaging is used in materials
Who can be a spokesperson?
◉President/CEO or other C-Suite executive staff ◉Board members ◉Celebrity/Influencer Partners ◉Subject matter experts ◉Volunteers •It really depends on the interview you've secured, but most likely it'll be the president/CEO of the nonprofit •You can have multiple spokespeople in your organization •Foreign language speakers a HUGE plus •Spokesperson should be comfortable doing interviews; if they aren't find an alternate.
Pitch Letter
◉Purpose: A brief, highly targeted note that is crafted and sent to an editor, reporter or producer to gauge their interest in a unique story angle. ◉Contains a catchy subject line ◉Can incorporate photos and videos and ends with a call-to-action. ◉It also offers a spokesperson from our organization to be interviewed on a topic, in which he/she can provide expert commentary, upcoming campaigns and/or events. ◉Follow up is key!
Media Alerts
◉Purpose: invitation for media to cover an event or announcement ○What, When, Where & Who ◉No more than 1 page long, short and to the point ◉Must include media contact information ◉Visuals are an added plus ◉Timing: 2-3 days before event ; immediately for breaking news
Press Release
◉Purpose: newsworthy announcements ○Research accomplishments, events, new staff, awards and recognition, breakthroughs, advocacy efforts ◉No more than 2 pages-short and to the point ◉Must include media contact information ◉Visuals are an added plus ◉Timing: About 3-4 weeks before event ○Avoid distributing on Mondays, Fridays, Saturdays and Sundays - Why? ◉Can be distributed via "the wire" or to targeted lists (more on that shortly)
RACE METHOD
◉R: Respond ◉A: Assess ◉C: Communicate ◉E: Evaluate ◉*R: Repeat PLAN FOR A CRISIS BEFORE IT STRIKES!!!
SWOT Analysis
◉S: Strengths (Internal)- Internal characteristics and considerations that could help an organization achieve its goals ◉W: Weaknesses (Internal)- Internal characteristics and considerations that could work against achieving goals ◉O: Opportunities (External)- External trends, factors, and considerations that could work to the organization's advantage, if properly handled ◉T: Threats (External)- External trends, factors, and considerations that could work to the organization's disadvantage ◉S: Strategic Implications ◉Purpose: ○Help evaluate how a company will perform in a competitive environment. ○Affect the design of an overall PR campaign
Search Engine Marketing
◉SEM (Google, Bing, etc.): Promotions of website that increase visibility on search engine results pages (SERPS) ◉Ads can also appear on Google Display Network (GDN), a group of sites that choose to display Google ads ◉Keywords: words or phrases you choose when you set up your ads - terms that you think people will use to search surrounding your non-profit up your Google Ads campaign. ◉Long-tail keywords: Very specific phrases to whatever you are promoting -- most likely to convert ◉Negative keywords: Keywords that you don't want your ads to show up for - helps reduce cost!
Search Engine Optimization (SEO)
◉Search engine optimization (SEO) is the practice of improving the traffic to your website through organic (non-paid) search engine results ◉Goal: Rank higher on SERP ◉93% of online experiences begin with a search engine. (via https://seotribunal.com/) ◉ In 2017, Google accounted for over 79% of all global desktop search traffic, followed by Bing at 7.27%, Baidu at 6.55% and Yahoo at 5.06% (via https://www.netmarketshare.com) ◉Content: Post consistent, quality content while being cognizant of keywords ◉Link-building: How many other quality sites link back to you - PR partnerships key! ◉Rankbrain: Google's machine learning system that measures how users interact with search results - high click through rate and dwell time ◉MOBILE: Google considers mobile version first ◉Video: Priority given to pages with video -- especially YouTube ◉Featured Snippet: Question and Answer on page - POSITION ZERO
Social media strategy for nonprofits
◉Set Goals First! ○Establish relationships ○Foster community ○Raise awareness & reach new people ○Raise funds ●Then Select Channels ○Facebook ○Twitter ○Instagram ○Snapchat ○YouTube ○Pinterest ○______
Where do you find stories?
◉Staff ◉Volunteers ◉Donors ◉Social media ◉Event websites ◉Peer-to-Peer (P2P) fundraising websites Google Alerts
Ad types
◉Text Ads: Words only, most standard type ◉Responsive Ads: Automatically adjust to fit all ad spaces - text and image ◉In-stream video: Either standalone video ads or inserted into existing streaming videos (YouTube ads)
Blogs - Headlines
◉The headline provides more detail and/or more creativity to capture the interest of a reader who is already engaged with our cause. ◉It caters more to people who've already landed on our website, been alerted via our social media channels or opened an email from your org.
Interview Techniques
◉Treat the interview as if you were having a conversation with a friend. Let the conversation flow naturally. ◉Be over-prepared to seem under-rehearse, rehearse, rehearse! ◉State the answer first ◉Be informative, yet tell your unique story ◉Speak in soundbites ◉Be human ◉Bridging
Tips for Blog Meta Titles & Headlines (1/2)
◉Understandable, even out of context ◉Define what the article is about ◉Think about your audience and what matters to them ◉It should be at least two of the four "U's": ○Unique ○Ultra-specific ○Urgent ○and Useful. ◉ It should just be specific enough to guide your blog post. ◉Use the 5 Ws: Who, What, Where, When and Why because they articulate to readers the kind of information you intend to provide. "Who" is most important. ◉Address readers by "You" when appropriate ◉Ask questions to capture the reader's attention ◉Make lists: "8 reasons to...", "5 tips to..." indicating a number of items makes the article sound more diverse, practical and easier to read. ○Some good list words: Reasons, Ways, Tips, Ideas, Techniques, Facts, Methods, Statistics ◉"How to" headlines place the value of the article front and center, appeals to anyone looking for guidance and casts a wide net among searchers. ◉Teach people something by using educational openers such as, "Introduction," "The Beginner's Guide," "DIY," "Pancreatic Cancer 101:," "The 5 Minute Guide" or "In 5 Minutes." ◉Headlines that jump on a cultural trend or news worthy event can beeffective, if the content actually relates to the topic.
Crisis Factors
◉Urgency ◉Negative Implications ◉Unexpected outcomes ◉Threats ◉Power shifts ◉Stress ◉Discomfort ◉Poor public perception ◉"Newsworthy" ◉Lies/misinformation ◉Disaster ◉Controversy ◉Finger-pointing ◉Drama ◉Paranoia ◉Denial ◉Insecurity ◉Fear-the most basic component
Radio Interview tips
◉Use a landline, if possible ◉Speak directly into the mouthpiece and never use speaker phone ◉Conduct the interview in a quiet space ◉Do not ramble ◉Use vocal variety to help punctuate points and add emphasis ◉Enunciate words clearly ◉Smile ◉Listen carefully to the questions and the tone of your voice ◉Note cards are acceptable
"NO comment" alternatives
◉Use bridging techniques ○ " I can't really discuss that right now, but what I can tell you that..." ○"Great questions, but I am not here to talk about that today..."
Vision Statement
◉Vision statement = the ideal future of the organization, or the desired end state. ◉The vision statement's purpose is to inspire people to help the org achieve its goals.
TV Interview DOs
◉Wear business professional clothing ◉Wear your organization's designated color, if applicable ◉Solid colored tops/shirts are recommended. ◉Study your talking points. ◉State the org's full name. ◉Be yourself, stay calm and don't forget to mirror your interviewer. ◉Be mindful of your posture and facial expressions; always make sure you look engaged. ◉Stay enthusiastic, keep it friendly and remember to slow down. ◉Thank the reporter or producer after the interview. ◉Prepare for hard questions.
Development
○The process of creating and enhancing relationships with (potential) donors to ensure current and future funding
Fundraising
○Transactional income generation ○Money given in the now
Sources of Revenue
●Individual Giving makes up about 72% of a non-profit's revenue ●Online giving, monthly giving, peer-to-peer (P2P), major donors ●Events including run/walks, auctions, galas, etc. ●Membership dues - museums, NPR
How many nonprofits?
●The non-profit sector in the U.S. formally dates back to 1970 varying from small organizations to multi-billion dollarorganizations such as foundations, universities, religious bodies and healthcare with thousands of employees. ●More than 1.5 million non-profits in the U.S. ○1,097,689 public charities ○105,030 private foundations (e.g., Bill and Melinda Gates Foundation) ○368,337 other types of nonprofit organizations, including chambers of commerce, fraternal organizations and civic leagues. ●Charitable Giving ○Americans contributed $410.02 billion in 2017 ○Religious organizations received the largest share, with 32% of total estimated contributions. ○Educational institutions received the second largest percentage, with 15% of total estimated contributions. ○Human service organizations accounted for 12% of total estimated contributions in 2014, the third largest share ○Roughly 25% of Americans volunteer ●Economic Impact ○Accounts for about 5.4% of the United State's GDP ($878 billion in 2012) ○Employs 11.4 million people, or 10.2 percent, of the workforce according to BLS ○In Calif.: 8.2 percent of the workforce
Types of Nonprofits
●There are 29 types of organizations that fall under the 501(c) designation. ●We'll mainly focus on 501(c)3s or "public charities" such as: ○Religious, Educational, Charitable, Scientific, Literary, Testing for Public Safety, to Foster National or International Amateur Sports Competition, or Prevention of Cruelty to Children or Animals Organizations
