Presentation on theme: "The Press Release Paul Clarke Nonprofit Resource Center February 23, 2011 Essentials for Media Relations."— Presentation transcript:
The Press Release Paul Clarke Nonprofit Resource Center February 23, 2011 Essentials for Media Relations
Media Relations 101 The Contact The Press The Press Release
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
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?
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
Most Important Question … Is it newsworthy? Check the angles.
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
The Five W’s (& sometimes H) Who? What? Where? When? Why? How? Does the press release answer these questions? ? ? ? ? ? ?
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