WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM.

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Presentation transcript:

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM

Scott VanDeman Director of Communications Volunteer Florida

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Why is this session important? National AmeriCorps Week, March 2007 Celebration of 500,000 th AmeriCorps Member! CNCS needs YOUR help with this nationwide campaign! The time to start is NOW !

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM What to expect from this session: A series of basic strategies you can start using tomorrow An interactive exercise based upon those strategies Real-world success stories for inspiration Resources for additional information

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy One: Be Prepared! Have a canned speech about your program and practice it! Speaking authoritatively about your program will inspire confidence Write good news releases and have artwork available. The media loves a complete package Commit yourself to getting media coverage, and have a plan VolunteerLEON News Conference, April 2005

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy Two: Have ready-made Media Kits on hand. They can include: Program Fact Sheet Program Directors Business Card Brochure Recent Press Clippings (if applicable) Newsletter (if applicable) Premium item (pen, keychain) if available Add your current news release, and youre ready to go! Tip: Resist the urge to provide too much information; less is more!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy Three: Pay attention to your local media Learn who covers your subject matter at local media outlets and develop a relationship with these reporters: Place a telephone call Pay a friendly visit Do not ignore weekly newspapers! They are hungry for material of local interest!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy Four: Leverage current news events to gain coverage for your program

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy Five: Engage local/national politicians in your events – news media will follow! This requires advance planning, with both public officials and the media Florida Congressman Adam Putnam and Volunteer Florida CEO Wendy Spencer at Polk Reads news conference!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Strategy Six: Call and follow-up. Media coverage is hard to get! If a media outlet wont cover your program, politely ask why your story doesnt meet their needs! Remind them about the National AmeriCorps Week news peg!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Exercise: Each group has been provided with an envelope. In your envelope is a scenario describing a media opportunity. Keeping in mind the strategies we discussed, analyze the unique opportunity this scenario presents, and put together a brief media plan describing how you would capitalize on it. Be prepared to report out briefly your results to the group. TIME: 10 minutes

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Several Things Your Should Never Do in the Name of PR: Lie or mislead Stonewall Procrastinate Be inaccessible Offer a bribe Turn up your nose Bore people Sacrifice long-term relationships for short-term results Behave unethically Source: Public Relations Kit for Dummies by Eric Yaverbaum

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Success Story One: Florida Volunteer Month 2005 Op-Ed

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Success Story Two: 6 Days 6 Ramps WCTV Eyewitness News Tallahassee Democrat, Page 1, Local & State

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Success Story Three: Presidents Council on Service and Civic Participation Tallahassee Democrat, Page 1, Local & State Thomasville Times- Enterprise, Front Page! The Tallahassee Democrat Story was featured on the Sayfie Review, Floridas top political Web portal to news!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Success Story Four: Hurricane Preparedness Op-Ed 2006 Published in: The Tampa Tribune The South Florida Sun-Sentinel The Daytona Beach News-Journal The Sarasota Herald Tribune The Key West Citizen The Panama City News Herald The Pensacola News Journal The News Press of Fort Myers The Naples Daily News World Volunteer Web So far!

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Resources: Publications: Public Relations Kit for Dummies, by Eric Yaverbaum Sharing Your National Service Story: A Guide to Working With the Media ( )

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM Questions and Answers

WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM