Category Archives: Media Relations

Your Garden of Media Relations

Media Relations activity is like gardening. You clear, plant and cultivate. Then distribute. It’s up to you to propagate the news story you’ve placed by sharing it everywhere you can. Don’t trust that the wind (social media) will carry the seedlings (news coverage) of its own accord. As the gardener, you have to play an active role. Root around for ideas and find fertile ground to plant them.

COPE: How Writing Can Re-Broadcast Your Audio

What is COPE?: Create Once, Publish Everywhere.
Clients, prospects and supporters are looking for resources and information across multiple platforms: online, newspapers, magazines, newsletters and video. Whenever you create content, take steps to share and promote your insights. Whenever you are the subject of media coverage or another’s blog, you can respect copyright and reference the media outlet.

Radio Interview + Digital Links = Infinite Audience

Make the most of your radio appearance. While the live segment is being edited in digital format, you can prepare to start the redistribution process. The more platforms where the radio interview appears (email signature, website, LinkedIn, Facebook, Twitter, as appropriate), the broader your reach, far beyond the listening area of the radio station.

Make Your Pro Bono Client Newsworthy

Why should a board member or volunteer care about news? The president of a foundation once remarked, “I give money to nonprofit groups that I’ve heard of. One way I hear about your organization is in the news.”

Because many nonprofits with a budget of less than $2 million do not have a professional to manage contact with the press, it is the responsibility of the board — and an opportunity for volunteers — to support the organization in its media outreach. Otherwise, multiple opportunities for fundraising, promotion and collaboration might be missed, as discussed in When Nonprofits Fail to Communicate.

Save Time. Save Money. Make More Money.

Save Time, Save Money or Get More JOY Out of Life.  A restaurant and a museum offer a less tangible service. They create a transformative experience and people are willing to spend their time and money to capture an elusive mood, engage their senses or master content. Compared to the quantitative terms like time and money, these moments where participants get more JOY out of life are best described as a before and after. Even those who are not patrons or supporters can recognize the possible uniqueness of being connected to such an experience.

The Three R’s of Crisis Communication

A similar approach uses the acronym STEEP. Speed, you must make a public statement quickly. Transparency, you must be available and accessible at all times during the crisis. Empathy, show your concern for those affected. Expertise, engage a respected consultant to analyze the situation and make recommendations. Pledge, that you will do everything possible to prevent recurrence. Professor Peter Horowitz of Baruch College follows this approach.

Why You? Why Now?

Reporters call the people that they know, so introduce yourself in a professional way. But, when you receive a call from a reporter to whom you have not been introduced, be on your guard. Consider whether the reporter knows something that you do not — or that you are not prepared to talk about right then. Let’s strategize now, before you get that call, so you’ll be prepared.