Media Relations Helps With Fundraising! National 4-H Council October 27, 2011

Welcome & Introductions Definitions Media Relations and Fundraising Story Telling Building a Strategy Media Tool Kit Moving Forward Questions Media Relations to Fundraise 2

Kristin Walter, Director, Public Relations, National 4-H Council Victoria Houghton, Public Relations Project Manager, National 4-H Council Kyle Jones, Public Relations Project Manager, National 4-H Council Introductions 3

Definition: Communication between you and a member of the media, with the purpose of telling the story of 4-H. Value: 1. Gets your message out 2. Relatively cheap 3. Builds trust about your brand 4. Creates buzz 5. Builds visibility Media Relations? 4

Activity that generates press coverage for your organization:  Press releases, media alerts  Letters to the editor, Op-Eds  Pitching local stories via phone or Things that get your program visibility in public! What is Media Relations? 5

Why?  We all need funds for local programs and activities  Pool of public funds is not getting any larger  Legacy funding is often at risk 4-H Fundraising is Important! 6

How Can Good PR Help Raise Funds? 1. Builds Awareness of 4-H 2. Reminds alumni of their connection 3. Offers Proof of 4-H Success 4. Increases Exposure to what 4-H is doing today 5. Debunks myths 6. Drives people to your website to learn more Media Relations & Fundraising 7

Golden Rule of Using Media Relations to Fundraise: In order to attract the right donor, you have to tell a strong and relevant story. Attracting Donors… 8

So, What is Relevant? Think about hot topics in the news and in your community. Are 4-H’ers at work in those areas? What events do you have coming up? Community service initiatives Environmental initiatives Science initiatives How are 4-H’ers making a difference in their community? 9

Target Stories to Donor Segments When you devise a story, think about the donor it might appeal to. Go after a niche of donors by actively promoting programs that niche would be interested in For example:  Stories about county fair activities, community service related to Ag, might attract local Ag donors  Stories about healthy living initiatives might attract local hospitals, insurance companies, etc.  Stories about science might attract local chemical companies, engineering firms, computer-related companies. 10

A Unique 4-H Event Example: 4-H National Youth Science Day  What makes it unique?  Numbers: Hundreds of thousands of 4-H youth doing the same experiment on one day.  Subject: Youth science and relevant science topics  Impact: Hundreds of thousands of 4-H youth experimenting taking on alternative energy in their communities. What’s a Good 4-H Story to Tell? 11

What’s a Good 4-H Story to Tell? 12 Example: NY1 Connect a Million Minds “Power of Science Energizes Brooklyn Students” – Oct. 8, 2011 Builds Awareness: 4-H has a strong national science program Offers Proof: Tangible example of how 4-H engages kids in SET programming. Exposure: (ran on air 5x) = 83,536 viewers Donor Potential: SET organizations Environmental organizations Local media organizations

What’s a Good 4-H Story to Tell? 13 Example: NY1 Connect a Million Minds “Power of Science Energizes Brooklyn Students” – Oct. 8, 2011

Research about 4-H Impact Example: Tufts University Study  Why is it a good story?  Reporters like comparisons (4-H youth vs non-4-H youth)  Reporters like facts – they’re hard to argue with  Reporters like unbiased information – it makes everyone more credible What’s a Good 4-H Story to Tell? 14

Example: US News & World Report “Study: 4-H Students Make Better Decisions” – April 22, 2011 Awareness: 4-H’ers are healthier Offers Proof:  2 times more likely to exercise  2 times less likely to use drugs  2 times less likely to drink alcohol Exposure: ~ 2 million readers Potential Donors:  Individuals  Health Organizations/Groups What’s a Good 4-H Story to Tell? 15

Community Impact Example: Mississippi 4-H Tech Team  A: Defined a problem – Local EMT and businesses did not have social media outlets to communicate during emergencies.  B: 4-H Role – 4-H’ers taught adults Facebook, Twitter, Blogs, YouTube…how to connect online.  C: Created Impact – The 4-H Tech Team connected their town and made it safer. What’s a Good 4-H Story to Tell? 16

What’s a Good 4-H Story to Tell? Builds Awareness: 4-H’ers create positive impact on their communities. Offers Proof: Example of tech-savvy 4-H youth using skills to improve safety and local economy. Exposure: 183,040 readers Donor Potential:  Technology groups  Emergency management groups  Local chamber of commerce 17 Example: The Sun Herald “4-H Teens Take Tech to Town” – Aug. 16, 2011

Join the Revolution of Responsibility Story 4-H youth making an impact on the community Story ABCs:  A: Define a problem within your community.  B: How is 4-H part of the story?  C: How is this impacting your community? What’s a Good 4-H Story to Tell? 18

Join the Revolution of Responsibility 19

Questions: 1. Have you heard about Join the Revolution of Responsibility? 2. Think about it: What project(s) is your 4-H group working on that could have an impact on the community? 3. Think about it: Do you know of any 4-H youth that are working on a project that could have an impact on the community? …let’s discuss #2 and #3… Your Turn! 20

Build a story…. Break into 5 groups Your Turn! 21

Determine and understand your audience Example: Funding for 4-H Science  Who: Science, Engineering, Technology organizations (local science museum)  Where (what are funders looking at?):  Local papers  Local television news  Science and technology trade publications  Local parenting magazines  What:  Tufts data pertaining to 4-H science  Stories of local youth making a difference – testing water quality, connecting their community in the digital world, etc. Building a Communications Strategy 22

Components of a Media Tool Kit:  Press Release/Media Alert  Research data points  Fact Sheets  Talking Points/Spokesperson  Opinion-Editorial (Op-Ed)  Letter to the Editor  Media Lists Building a Media Tool Kit 23

Media Tool Kit: Press Release 24  Press Release: Descriptive announcement of the news hook (news or event) written for distribution to the media  One-to-two pages about your 4-H story  Reads like a detailed feature story  Can be used by a reporter as-is, or as background information for a story A standard media tool kit usually includes several all of the following components:

25 Media Tool Kit: Writing a Release Inverted Pyramid: general to specific Top: “For Immediate Release”, Title, Location, Date Lead: (5 w’s) Second paragraph: Details Third paragraph: Quote Fourth +: Context Background & Website Contact Information

Media Tool Kit: Media Alert 26  Optional (but helpful) material o Media alerts announce an event and look like a cross between an invitation and a flyer. o Often distributed to the media approximately three days before the event when there are photo, video and/or interview opportunities for reporters o Also include other supporting information, such as factsheets or studies

27 Media Tool Kit: Writing a Media Alert Media alerts just include the Facts  Top: “Media Alert”, Title, Subtitle  Bullets:  What and Who:  When:  Where:  About w/ website:  Contact Information  Other Relevant Details

Research… Fact Sheets… 28 Media Tool Kit: Research and Fact Sheets Evidence that your program/event is effective. Details and figures about a program, event, activity, experiment, etc.

Basic 4-H Talking Points 4-H is the nation’s largest youth development organization. More than 6 million 4-H youth in urban neighborhoods, suburban schoolyards and rural farming communities stand out among their peers: building revolutionary opportunities and implementing community-wide change at an early age. With 540,000 volunteers, 3,500 professionals, and more than 60 million alumni, the 4-H movement supports young people from elementary school through high school with programs designed to shape future leaders and innovators. Messages to Remember 29

Step #1: Make a list of local contacts:  Publications – print & online newspapers and magazines  Radio stations  Television news programs Build a List of Reporters 30

Step #2: Read, watch and listen.  Note what columns cover youth news, community events, and/or human-interest stories.  Find out what segments on your local TV or radio news cover youth news, community events, and/or human-interest stories. IMPORTANT: The more you know about their beat, column or program, the better off you are! Build a List of Reporters 31

Invite reporters to your event, club meeting, or community service work… For example: Draw attention to your 4-H National Youth Science Day event  “This is proof that 4-H’ers are better-equipped to make a difference in their communities and the environment.”  Translations: o 4-H makes the best better. o 4-H is a leading organization in positive youth development. o 4-H is creating a Revolution of Responsibility in every community in America. Moving Forward – Reach Out! 32

Be persistent and build relationships over time….  and then call Remember: Persistence will pay off! Moving Forward – Reach Out! 33

Create a Portfolio of Your Coverage:  Collect print, online, radio, and TV clips  Merchandise them with your Foundation, State leader, Extension director, etc. Moving Forward – Showcase Your Results 34

Share Coverage with Funders:  When approaching a potential funder, be sure to show them your portfolio of clips to show the attention 4-H gets and our impact. Don’t forget:  Other fundraising materials (4-H Fund Development Toolkit) Moving Forward – Packaging Results 35

Higher Visibility = More Support 4-H is one of the best kept secrets in the country Let’s share the secret so we can attract more interest and support:  Donors  Alumni  Parents  Community leadership and local government 36

For examples of various media relations tools and templates, visit h.org/resource-library/promotional-toolkits/. h.org/resource-library/promotional-toolkits/ Or:  Visit  Hover on the green bar: ‘Resource Library’  Click on the last option listed on the drop-down menu: ‘Promotional Toolkits’ Media Relations Resources 37

Questions? 38

39 4-H is the youth development program of our nation's Cooperative Extension System.