Media relations isn’t a priority for most nonprofits and foundations. And it’s easy to understand why.
After all, nonprofits don’t exist to grab sexy headlines. They are in business because they are working to solve complex problems and change the world. As a result, most of their resources and staff are rightfully dedicated to carrying out their missions.
But while their priorities lie elsewhere, nonprofits still need to have a well thought-out media strategy. Organizations that successfully work with reporters, editors, and opinion makers are more visible, better able to advocate for their missions, and more successful in their efforts to raise money to support their work. They also need to be prepared to respond in the unfortunate case they are inaccurately depicted in a story or on social media, or when they are at the center of a crisis or controversy.
This book serves as your guide for building and carrying out an effective modern media-relations strategy. While there are plenty of other books that offer instruction on media relations, this one is written specifically for those who work for nonprofits and foundations.
|Publisher:||Bold and Bright Media|
|Product dimensions:||6.00(w) x 9.00(h) x 0.39(d)|
About the Author
These clients - and many others - have relied on his knowledge of and connections to the philanthropic sector to advance their goals and reach a wider audience.
Before launching the practice, Peter spent more than a decade covering the nonprofit and foundation world at The Chronicle of Philanthropy - first as a contributing writer and later as the editor who managed its online and social media presence, as well as its research and data projects, webinars and new products.
He writes and speaks regularly about communications strategy and public relations for nonprofits and foundations and is a contributor to Nonprofit Marketing Guide. Peter is also co-author of the forthcoming book Modern Media Relations for Nonprofits and serves on the board of the Community Foundation of Howard County.
Antionette Kerr is a nonprofit leader, contributing journalist, author, and lover of poetry who has spent over 15 years working as a leader of nonprofit agencies that focus on economic empowerment.
Her work has helped bring more than 6 million dollars in local, state, federal and private funds and donations.
She began working with the media as a writer for The Lexington Dispatch (a former New York Times publication) at age 16 where she still continues a weekly lifestyle and living column. She studied journalism and African American history at the University of North Carolina at Chapel Hill. Her work to revive The Black Ink: A publication dedicated to revolutionary media earned her the Ernest H. Abernathy Chancellor's Award for Editor of The Best Student Publication.
Some highlights in her recent years include founding The Write Folks, LLC being named a Z. Smith Reynolds Sabbatical Award Recipient, a TEDx Penry Street presenter and the inaugural US recipient of the Yale Publishing Course Innovative Leader Scholarship.
Antionette served over a decade as the Executive Director of the Lexington Housing Community Development Corporation where she helped bring in over 6 million dollars in private, state and federal funds into her local community.
Her latest focus is launching a multimedia publishing company committed to bold hearts, bright minds and storytellers whose experiences will inspire and compel others to grow in their own greatness. Stay tuned for our first publications in Spring 2017.
Table of Contents
Part One: The Basics
Chapter One: Understanding Modern Media
Traditional Print and Digital Media (Newspapers, Magazines, Trade, and Business Magazines)
Broadcast Media (Radio and Television)
Citizen Journalism (Social Media, Blogs, and Podcasts)
Chapter Two: Common Jargon Used by Reporters and Producers
The Basics of Journalism Ethics
Journalism Ethics True or False
Chapter Three: What’s in your toolkit?
Journalism Matchmaking Services
Chapter Five: Key Questions to Consider?
Chapter Four: Building a G.R.E.A.T Media Framework
Part Two: G. is Goal Oriented
Chapter Six: What’s Your Game Plan?
Developing and Implementing Your Strategy
Involving Your Entire Team
Chapter Seven: Pitch with a Purpose
Part Three: R. is Responsive
Chapter Eight: Being Accessible, Available, and Accurate
Preparing the Entire Team for Interviews
Chapter Nine: Responding when the Media Shows up to your event
Hosting The Media: Before
Hosting The Media: During an Event
Hosting The Media: After an Event
Chapter Ten: Keeping up with the 24-Hour News Cycle
Playing Offense: Newsjacking
Playing Defense: Building a Rapid-Response Protocol
Chapter Eleven: Coaching Your Team
For an Interview with Print Media
For Radio, Television & Broadcast Media
For Podcasts & Social Media
Chapter Twelve: Responding in a Crisis
Creating a Crisis Team
When Should You Put Out a Statement?
Part Four: E. is Empowered
Chapter Thirteen: Responding when the Media Gets it Wrong?
Errors of Omission
Should You Consult an Attorney?
Responding When the Media Gets it Wrong
Chapter Fourteen: Becoming a Thought Leader
Are You Ready to be a Thought Leader?
Practical Advice From an Expert on Thought Leadership
Part Five: A. is Appealing
Chapter Fifteen: Improving Your Tool-Kit
Powerful Press Releases
Relying on More than Words to Tell Your Stories
Attracting Coverage for Data and Reports
Crafting Statements, Op-Eds and Editorials
Navigating Journalism Matchmaking Services
Developing and Efficient Online Newsroom
Five Key Modern Media Points of Attraction:
Part Six: T. is Targeted
Chapter Sixteen: Identifying and Cultivating Media Outlets
Identifying Reporters Speaking to Your Key Audience
Chapter Eighteen: Pitching to the Nonprofit Trade Press
Chapter Seventeen: Conclusion & Key Advice
No Coverage, No Problem
Overcoming Poor Quality Coverage
What To Do if You Mishandling a Media Crisis
How to continue going from good to G.R.E.A.T