1. The Press Release Paul Clarke Nonprofit Resource Center February 23, 2011 Essentials for Media Relations

2. Media Relations 101  The Contact  The Press  The Press Release

3. The Contact  Designate Assign staff member as media contact and backup  Implement Create basic media policy Assemble basics for press kit  Communicate Ensure staff understand & support policy Include “press room” on website

4. The Press  Your Press What outlets should you contact? “The power of the periodical press is second only to that of the people.” Alexis de Tocqueville  What They Want Event Calendar? News story or brief? Photo/Video? Announcement?  When And How? Know deadlines E-mail, fax, mail?

5. The Press Release  What does it include? The basics  How should it look? Sample  Does it need edited? Short answer: YES!  Where and when should it go? Your press & deadlines

6. Most Important Question …  Is it newsworthy? Check the angles.

7. The Basics  The Lead One sentence summary of the news “The most important part of clear writing is clear thinking.” Knight Communications  The Context What the news means to the big picture  The Quote From the mouth of key players  The Boilerplate Standardized for the end of every press release

8. The Five W’s (& sometimes H)  Who?  What?  Where?  When?  Why?  How? Does the press release answer these questions? ? ? ? ? ? ?

9. The Look

10. Edit, Edit, Edit  Double- & Triple-Check Correct & complete facts Accurate contact information Spelling & grammar “Things to Avoid”  Ask Colleague to Edit Fresh eyes Different perspective

11. Where & When  Send to Your Press  Give Ample Notice  “Leak” News Elsewhere

12. Additional Media Tools  Website Press Room Media contact information Digital press kit  Press Kit Organization biography Fact/tip sheets Relevant publications  Story Pitching Offer timely article or evergreen ideas

13. Online Resources  http://tenant.net/Organize/media.html http://tenant.net/Organize/media.html  http://www.coyotecommunications.com/ outreach/promote2.html http://www.coyotecommunications.com/ outreach/promote2.html  http://www.knightcommunications.org http://www.knightcommunications.org

14. Books  Guerrilla Marketing for Nonprofits Guerrilla Marketing for Nonprofits  Making the News: A Guide for Activists and Nonprofits Making the News: A Guide for Activists and Nonprofits  The Mercifully Brief Real World Guide to Attracting the Attention Your Cause Deserves The Mercifully Brief Real World Guide to Attracting the Attention Your Cause Deserves  A Primer on Nonprofit PR A Primer on Nonprofit PR  The Public Relations Handbook for Nonprofits The Public Relations Handbook for Nonprofits  Publicity for Nonprofits Publicity for Nonprofits  Strategic Communications for Nonprofits Strategic Communications for Nonprofits