Modern Media Relations for Nonprofits: Creating an Effective PR Strategy for Today's World

Modern Media Relations for Nonprofits: Creating an Effective PR Strategy for Today's World

by Peter Panepento, Antionette Kerr

Paperback(New Edition)

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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.

Product Details

ISBN-13: 9780692830734
Publisher: Bold and Bright Media
Publication date: 05/15/2018
Edition description: New Edition
Pages: 184
Product dimensions: 6.00(w) x 9.00(h) x 0.39(d)

About the Author

Before joining forces with Scott Westcott to launch Turn Two Communications, Peter Panepento ran a successful communications and marketing consulting practice that worked with a diverse array of clients, including The National Center for Family Philanthropy, the Eugene and Agnes Meyer Foundation, the Peer-to-Peer Professional Forum, America's Charities, GuideStar, and The Chronicle of Philanthropy.

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?

Press Releases

Op Eds

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?

Setting Goals

Developing and Implementing Your Strategy

Involving Your Entire Team

Chapter Seven: Pitch with a Purpose

The Warm-up

The Step-up

The Delivery

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?

Factual Errors

Errors of Omission

One-Sided Attacks

Fake News

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:


What’s Unique

Dynamic Data

Interesting Personality


Part Six: T. is Targeted

Chapter Sixteen: Identifying and Cultivating Media Outlets

Developing Relationships

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

Customer Reviews