Media Relations

1. Media Relations Presented by Dena Reynolds, M.S.

2. Grading System • All students will receive one credit through VCU for their participation in this class. This grade will appear on your official VCU transcript. • The student registers but does not attend the class – administratively dropped • The student attends less than the full two days* – administratively withdrawn • The student attends both full days and participates, but does not complete an assignment– can earn a maximum of a C but the instructor can assign C, D, or F based on students participation. The majority of students who participate well and exhibit appropriate classroom behavior with likely receive a C. • The student attends both full days and submits an assignment – the student is eligible for an A or B. They can earn a maximum of A but the professor can assign A, B, C, D, or F based on students’ participation and quality of assignment. The majority of students completing the assignment will likely receive an A or B. •The only grades eligible towards the certificate is an A or B. • *Please note that students need 10‐15 contact hours with an instructor, it is mandatory that students attend every hour of the program to receive a passing grade.

3. Overview | Syllabus | Examples • Identifying Good Story Angles • Making the Pitch • Writing Press Releases and Media Advisories • Preparing for Interviews: Live and Taped • Working with the Media • Hear directly from the media! Share stories. • Obtaining a TV Story or Interview • Pitching to Local weekly newspapers • How to land a story in the Richmond-Times Dispatch • Tracking and Measuring Coverage • How to Get Started

4. Today • Introductions • Does your agency receive media coverage? • Does your agency actively promote stories? • How do you learn about local news? • Schedule • Mid-morning break • Lunch at Noon • Guest speaker at 1pm: Zach Reid, Richmond Times Dispatch

5. Media Relations for Nonprofits • FREE Awareness • Adds Credibility • Creates Name Recognition • Invites Potential Donors to Learn More About You • Gives Current Donors, Volunteers, Board of Directors and Advisory Committee Members a Sense of Pride • Helps Increase Staff Morale • Recruits Volunteers • Becomes a Source of Research • Creates Material for Newsletters, Annual Reports

6. Before you start… • Spokesperson • Real People • Clients • Volunteers • Donors • Event attendees • Patients • Get organized! • A good story angle • Fact Sheet about Agency • Folks to be interviewed • Availability • Timeline • Expected Outcomes • Support from Management • Plans for measurement

7. Identifying a GOOD Story Idea to Pitch Think Like a Reporter

8. Identifying a Good Idea to Pitch Critical Elements of a Pitch: • Timely • Unique • Relevant • New • Compelling

9. Examples of Pitches for Nonprofits • Emotional, human-interest story. Put a face on the story. • Positive results from a program • New program, new building launched • Local response to a National Issue, Awareness Month, Holiday • Local tie-in to a National TV Show • Upcoming Event, Speaker • Anniversary, Achievement

10. “Stories are more than compelling facts. People remember stories more than they remember statistics.” – Soledad O’Brien Anchor and Special Correspondent for CNN At PRSA International Conference October 2011 in Orlando, Florida

11. RTD Front Page Example of Human-Interest Story • The Hospitality House: “Nobody’s a Stranger” • How was it pitched? What’s unique? • Personal Stories needed • What made the main person unique? • Facts on agency • Graphic Box • Holiday pitch

12. Examples of Pitches • EmotionalPersonal Story/ Human Interest Story • World Pediatric Project: RTD: Conjoined Twins Separated • Noah’s Children: Richmond Family Magazine Adding Life to Each Day • The Virginia Home: RTD Man faithfully visits sweetheart at The Virginia Home • Greater Richmond ARCenter: RTDLocalboy excels in unique cooking program

13. Human-Interest Stories • Need to always have REAL people that the media can interview • Identify throughout the year. Ask staff, volunteers, BOD. • Interview them. Develop a relationship. • Know their availability. Are they comfortable with interviews in their home? • Keep a story sheet about them • YMCA Campers and Counselors • LifeNet Stories of Hope • Find angles to relate to their story • Holiday • Awareness Month • Speaking at Upcoming Event • Receiving award at event

14. Examples of Pitches • Positive Results from a Program • Virginia Supportive Housing: WTVR News6Success of A Place to Start program after three years • YMCA: NBC12Success of Cancer program with graduation of students

15. Examples of Pitches • New program/initiative/building launched: • Children’s Museum of Richmond: RTD New Branch in Chesterfield • Art 180: RTDNew Mural Unveiled with Dedication and Celebration Ceremony • Daily Planet: Style Weekly • New Grant Funded Program to Tackle Diabetes Among Homelessness

16. Examples of Pitches • Local Response to a National/State Issue • YWCA: NBC12Protective Order Law: New law now applies to dating relationships • Fan Free Clinic: RTDHealth-care reform will help young adults get coverage • Prevent Child Abuse Virginia: WRIC TV8 Calls increase after Penn State Allegations • FeedMore: TV8 Peanut Butter Prices Increasing • SPCA: NBC12 Response to GA Bill on Dog Breeds

17. Examples of Pitches • Local Response to a Holiday • Virginia Supportive Housing: Corporate volunteers paint apartments for volunteers on Veteran’s Day: RTD • Fan Free Clinic: • RTD Preparation for World Aids Day Ribbon • News6 World Aids Day

18. Examples of Pitches • Upcoming Event, Speaker • American Cancer Society: StyleBehind the Scenes Look at Committee Meeting to Plan Cure by Design Fashion Show with Cancer Survivors • March of Dimes: Richmond Family Magazine: Preview two fall events with a focus on one family

19. Examples of Pitches • Anniversary, Achievement • Positive Vibe Café: Richmond Magazine500th Student Graduates from Training Program • ElderHomes: Chesterfield ObserverVolunteer Builds 200 Wheelchair Ramps for Those in Need • SPARC: Boomer MagazineCelebrating 30 years of teaching more than 10,000 kids • Salvation Army: RTDDirectorplays euphonium for 36-hour marathon • Lewis Ginter: 10,000 pounds of vegetables donated to FeedMore • Children’s Museum: Downtown Shortpump.com100,000th Visitor

20. Examples of Pitches • Local Tie-In to a National TV Show/Movie/Book • Medical Storyline • Law angle, Law & Order • Dateline, 20/20, Rock Center with Brian Williams • Nightline • Event at Theater – John Q Example, HOME Example

21. Pitches for Smaller Nonprofits • Collaborate with other nonprofits in the same area • Goodwill, Salvation Army, RAL: Chesterfield Observer: Thrift Stores benefiting Nonprofits • Develop a joint event • Art 180 and Boys & Girls Clubs: Joint event called Paint Outside the Box Day, Boomer Magazine • Hold your event at a larger nonprofit • Identify a good time to mark an achievement • We just helped our 500th nonprofit …. • We’ve just taught our 2,000th student or had our 500th class or just graduated the 1,000th person…

22. Pitches for Smaller Nonprofits • Move/New Building • Merger with another nonprofit or national agency • Share resources with another nonprofit • Celebrating your 1,000th Client Served • Personal story on Founder, Volunteer, Donor, Client • Tips for your family, kids or Myths about your Cause • Foundation • Three NEW Chesterfield grants are making a big impact in our community • Meet three Seniors Donating for More than 10 Years • Partnership • Can represent/promote a group of nonprofits: See How Local Nonprofits are Using Collaboration Tools

23. Creating News • Volunteer Appreciation Event. Client Appreciation Event • Speaker’s Panel • Documentary Event • “From Place to Place” documentary: Profiles 3 Children in Foster Care, Byrd Theater, Local Youth Panel Afterwards • Author Event • Susan G. Komen Author Lunch Event • Create an Awards Event. Donor “Thank You” Event • An Event for Kids, Teens, Families • Display Table • LifeNet: WRIC TV8Heart recipients Celebrate Valentine’s Day • Celebrity Visit, Tour for Congressman/Senator

24. Inviting Media to Your Event… Still Need a Compelling Angle • Revise the event • Change the date/time • Add a compelling speaker/spokesperson • Healthy Kids Day Example • Invite media to participate • Create a unique visual opportunity • Salvation Army

25. The PITCH “Confidence is the Key to a Good Pitch.” Sally Stewart Former USA Today Reporter

26. The “Perfect PR Pitch” • “Perfect PR pitch” — a brief, compelling and well-told story that will link your publicity needs with the reporter’s rational self-interest. • You’re selling an idea — an idea about you and your nonprofit. • Your job is to tell that story briefly and compellingly — just as if you were trying to hook a donor during a 30-second elevator ride. • Keep your pitch tight, bright, and to the point. • Craft your pitch to an individual reporter’s needs. (Beat, County, Schedule) • You’re selling it to a jaded individual who’s been there and seen that — but you’re also selling it to an individual who NEEDS story ideas and leads. • Better to email the pitch first (NOT as an attachment). Then, wait a day or two and call.

27. Recommended Email Pitch Formats • 1. Formal Press Release:Pasted into Email • You want to release figures and results. Year end Numbers. • To announce that your agency received a grant or award. • Volunteer or Client Awards announced. • Announce an upcoming holiday. • To announce results or outcome of an event. • 2. Media Advisory/Media Alert:Pasted into Email • Upcoming event, tour, celebrity visit • Centers around what, when, where • 3. Casual Email Paragraph Format - Unique 3 to 4 paragraphs about the story idea. • When pitching to one media outlet for an exclusive story from them. Style Weekly, Richmond Magazine

28. Press Release Elements • Logo: Your logousually goes in the top left-hand corner. • Headline: Your headline is the first thing an editor will read. You want to draw the editor in, using your headline as a "hook.” • Date: Date your news releases for the day you plan to distribute them. News releases with last week's date on them could be mistakenly be perceived as "old news." • Lead: Your lead is the first sentence of your news release. Like the headline, your lead has to be both catchy and informative. • Body: Your body paragraphs should answer the questions, What? Why? Who? When? Where? How? • Real People: Include compelling quotes from those helped by your agency. Let the quotes show how your agency makes a difference. Include titles from those quoted. Try to include at least two people. • Contact information: Always include information on how to reach you.

29. Press Release Examples • After an event. You want to release figures and results. Year end Numbers. • VMFA Picasso Exhibits Generates $30 Million • To announce that your agency received a grant or won an award. • Virginia Historical Society Wins Award • Volunteer or Client Awards announced. • Boys and Girls Club Award • Announce a holiday (hand-out) • SPCA’s Work with Feral Cats on National Holiday

30. Press Release Examples • New CEO. Retiring CEO. • Richmond Habitat for Humanity New CEO • To issue your statement on an issue/report. • Meals on Wheels responds to Census Report • Announce a partnership. • Central VA Foodbank/ConAgra • A name change (hand-out). • project:HOMES Example

31. Example of MediaAdvisory Pasted into Email Hi Laura, Hope all is well! I'm freelancing for the YMCA now and I've got a story you might be interested in. They have a unique wellness program, called Moving Forward, to help children who survived cancer. It just completed its first year and six children are graduating. They are holding a graduation ceremony for the children Thursday where three of them will speak about how much the program has meant to them (one also made a video to share). The yearlong program has truly made a huge difference in their self-esteem. They've gotten stronger and made incredible bonds with their personal trainers and connected with their families to eat healthy and exercise to help rebuild their new lives. The program is free for the families. It is one of many charitable programs that the Y funds to help the community. The media has not covered the program before and I've got two children who are willing to talk on camera about their cancer ordeal and how this program has helped rebuild their lives. Let me know if you're interested, Dena, 306.6940 -------- Child Cancer Survivors Graduate from Unique YMCA Wellness Program Helping Them Rebuild Their Strength and Self-Esteem After Battling Cancer WHAT Cancer Survivor Graduation Join the YMCA of Greater Richmond as they honor six local children as the first graduates from the YMCA’s Moving Forward program, a special yearlong program for local children ages 9 to 18 years old that survived cancer. The program was created in partnership with ASK, a Richmond nonprofit that provides support for children with cancer and their families. The Y’s Moving Forward program provides each child with a free Y personal trainer, a dietician for a year, a Y family membership and cooking classes throughout the year. It rebuilds the child’s strength and self-esteem, reconnects the family and teaches healthy eating habits. WHEN Thursday, March 3, 2011 6:30p.m. – 8p.m. Spaghetti Dinner 6:30p.m., Speakers 7p.m. WHERE John Rolfe YMCA (in the Martin’s shopping center off of Ridgefield Parkway) 2244 John Rolfe Parkway, Richmond, VA SPEAKERS Monica Atnip, Moving Forward Program Director Nile Price, Cancer Survivor Ben Millefolie, Cancer Survivor, Moving Forward Graduate Hannah Clemmer, Cancer Survivor, Moving Forward Graduate Y STORIES RECOVERING FROM CANCER WITH A SMILE --- In 2007, nine-year-old Ben Millefolie, of Chesterfield, was diagnosed with T-cell acute lymphocytic leukemia. After treatment and chemotherapy, he lost more than 20 pounds and was weak. At times he had to use a wheelchair and couldn’t even attend P.E. classes at school. His cancer was finally in remission, but Ben had to begin a long process of rebuilding his strength. He was a 7th grader and unable to keep up with his friends. The Millefolie family heard about the YMCA’s free Moving Forward children’s program for cancer survivors and Ben began his Y training in March 2010. Through the program Ben received a Y personal trainer and a Y dietitian he could meet with regularly for a year. “Ben is a lot more confident now, thanks to the program. He couldn’t walk on the treadmill one year ago. He didn’t have the strength and he would trip. Now, he runs a mile,” said his mother, Priscilla Millefolie. The Y provides a family membership and support for everyone through the program. “It has been fantastic for the whole family. I’ve even started running again and we’re eating healthier,” said Millefolie, who is thankful the Y helped make such a difference in her son’s life, who is now 13 years old. “What we’ve accomplished in one year is amazing. He’s stronger than I am now,” she said. Even Ben’s P.E. teacher noticed a tremendous difference in his progress and endurance. Ben enjoys every session at the Midlothian YMCA and said his personal trainer challenges him and “makes it a whole lot of fun. We do squats, aerobics, running and the bench press. She makes me smile while I workout.” A STRONGER CHILD --- Nile Price, 14, was diagnosed with sickle cell anemia at birth, and by eighth grade the disease had taken a toll on him. He could no longer attend school in Henrico County and was spending more time in the hospital. He was in severe pain and enduring chemotherapy. His only hope for survival was a bone marrow transplant. In 2009, a match was found and he received the life-saving transplant at VCU Medical Center in July. After all the months of painkillers, treatments and the transplant, Nile was weak, but he needed to start rebuilding his new life. His family enrolled him in the YMCA’s Moving Forward program for cancer survivors, and a Y dietician and a Y personal trainer began working with him regularly. “We’ve both lost weight and I’ve seen his energy level drastically change. He is so excited that he now has the strength to play outside all day,” said Deborah Price, Nile’s mother, who adds that his Y personal trainer has been able to teach him how to workout around his limitations. “What I like is that not only does the ill child get a lot of attention in the program, but the whole family is incorporated so we can all become more healthy and develop new habits,” she added. “We all love going to the Y. We workout together and it has created a friendly competition between us. Nile always wants to be there and he says he has to keep going to get his six-pack,” said Nile’s mother. ---- The YMCA of Greater Richmond, a non-profit charitable organization, operates 15 branch locations throughout the metro Richmond and Petersburg areas, serving more than 155,000 people each year. The Y’s community work includes after-school childcare and camps, teen leadership classes and special needs activities for those with disabilities, cancer, Multiple Sclerosis, Parkinson's and Arthritis. Area residents can inquire about job and volunteer opportunities, classes, programs and memberships at www.ymcarichmond.org. --- Dena Reynolds Public Relations Consultant cell: 804.306.6940 denarreynolds@gmail.com

32. Dena Reynolds <denarreynolds@gmail.com> Tue, Jun 28, 2011 at 5:27 PM To: kcalos@timesdispatch.com Hi Katherine, Hope you're doing well! I have a unique YMCA program that may be of interest to you: The YMCA's Water Smarts program in July teaches Richmond City youth water safety and basic swim moves. It is a partnership with Richmond City to help prevent summer pool accidents and drownings. The Y does the classes at the Hotchkiss city pool (Northside) for those kids attending the community centers. It is a four day program that builds the youth's confidence in the water. Many of the kids are frightened to get in the water on the first day, but by day four many are jumping into the pool. All kids learn how to help a drowning friend and how to get in and out of a boat safely. The program has taught water smarts to more than 700 kids and they expect to serve another 200 this July. It kicks off Tuesday, July 5th from 10a.m. to noon. You're more than welcome to come out. It's in its 5th year. What makes it unique is that it is a best practice nationally and YMCA employees volunteer to teach the kids. So, you've got folks from accounting and marketing out in the pool teaching the kids. It is practically free for Richmond families - only $5 for the week. The YMCA of Greater Richmond Aquatic Director created the program and she is full of energy, plus the visuals are great. Let me know if you're interested in coming out or I can help set up interviews by phone for you. Thanks, Dena --- Dena Reynolds Public Relations Consultant 804.306.6940 Example of Casual Email Paragraph Pitch

33. Writing Tips • One page. Concise. Short sentences. Using plain language to communicate with journalists is not considered bland but effective. • Include most important information at top. Inverted pyramid. • Your purpose is not to impress them with big words but to clarify why your message is important, and has news value. • Think like a reporter. • Offer compelling stories. Who can they interview? Why are they important? • Example: Big Brothers Big Sisters • Provide media contact and cell phone • Offer media opportunities (tour, behind the scenes)

34. Writing Tips • Include how the reporter will they tell the story: Human-interest Stories • Keep paragraphs to three or four sentences • Never make assumptions about the reporter’s knowledge. • Explain each term fully the first time it is used, followed by its abbreviation. • Use AP Style Guide as a writing resource. • Send individual emails. Address reporter by their first name. Do NOT send a mass email. • Focus on an awesome headline/subject line

35. Writing the Headline/Subject Line • The headline is the "hook" that lures editors and reporters into reading more. • Create headlines with impact. Headlines must be compelling. • The most effective words in a news release headline are eye-catching words like: Announces, New, Unique, First, Last, Better • Determine the most significant benefit your most important reader will derive from the news. Try and state those benefits in seven words or less. • Use an active verb. • Consider a question. • Be detached! Ask yourself if your statement is meaningful to someone not closely involved with your nonprofit/cause

36. Headline/Subject Line Examples • Radical Program Helps End Homelessness in Richmond • Event Tomorrow: 58 Homeless Individuals Now Off the Streets • Child Cancer Survivors Celebrate Success • Tonight: Graduation for Child Cancer Survivors • Local Boy Recovers from Cancer in Unique Program • Unique Program to Help Prevent Drownings in Richmond • Unique Camp Caters to Kids with Special Needs • High Unemployment and Poverty Rate Hurt Richmond Neighborhoods • Sat: Nation's Largest Wellness Day • YMCA Creates More Jobs for the Richmond Area

37. “This is not a time to be shy in media relations. If a small nonprofit has solid stories to offer, it should be aggressive in placing them. Nonprofits make the world a better place. Their efforts are even more important in tough times. Now is the time to renew efforts to call attention to their life-enhancing work.” Joseph Barbato, author of The Mercifully Brief Real World Guide to Attracting the Attention Your Cause Deserves

38. A Follow-up Phone Call • Keep the call brief — unless the reporter chooses to extend it. • Ask: “Is this a good time?” or “Do you have a minute to hear a quick story pitch?” • Focus on only 2 to 3 points to sell your story. • Hi John. This Dena with ____. We have a new program that’s improving lives in Richmond that I wanted to share with you. Do you have a minute? • How to pitch the story: • Advice from AP

39. Pre-written Story: • Do they take many submissions from non-staff writers? • On average, how long are their articles? • In what style are the articles written (for example, short hard-news style, or longer feature-story style)? • Is the language formal, or conversational? • Has this publication already covered the issue you want to write about? If so, would you be providing new information or points of view?

40. When do I pitch? • TV: 2-3 days in advance • Newspaper: 1-2 weeks before • Online: 1 week out • Magazines: 6 months before story/event • Radio interviews: 1 week in advance • Phone Calls: Early afternoon is good for a lot of media outlets. • TV and Newspapers: Call before 3p.m. • TV Producers very busy 2 hours before show • Holidays are perfect days for nonprofit pitches! • “Giving” theme for Thanksgiving • “Best Gift You can Give” this Holiday Season • Volunteer story works on any Holiday

41. When Reporters Evaluate the Pitch… • Why now? • Why is this news? • Who cares? • AP Video

42. Spice Up Your Pitch • Give the reporter an exclusive. If a media outlet receives an important story first, it might consider it big news because they will have a "scoop" that makes them look good. • Make it different or unusual. Stories that are new, novel, or original are news because they have the "gee whiz" factor. • Involve a big name. Our culture seems obsessed with the famous, so adding a celebrity to your story can make it interesting to the right media. • Be at the extreme. Any kind of superlative that can be used in the story--first, biggest, smallest, oldest--can provide the "gee whiz" element. Play up the stakes. • Conflictor controversy is news. Media love stories with protagonists. The battle between the two sides creates drama and emotion, elevating a, perhaps, ho-hum issue to an appealing story.

43. Review: Pitching Tips • Do Homework. Have they done story before? Relate to the reporter’s beat? • Watch/read the news. What local reporters will be working on the day/week you want coverage? • Proofread. Wait two days and read your material again. • Practice phone pitches. Write them before calling. • Email only text • Call at a convenient time. Be aware of deadlines and live shows. • Offer to provide pictures. Newspapers and magazines love photos, and television reporters have to bring in visuals to get a story on the air. Let the media outlet know that photo opportunities are available. • Always provide cell phone number.

44. BE READY! “Good media relations starts with knowing what to say, and what NOT to say.”Gregg McLachlanWorkCabin Communications

45. Be ready! • Have spokespeople and personal/human-interest story folks on stand-by • Know where you will do interviews • Be professional. Prepare staff for phone calls. • Be available all the time! • Do your homework • Always try to make the journalist's job easier. Don’t waste journalists’ time.

46. When the call comes… • Answer questions. Pretty good answers NOW are a lot more valuable than perfect answers tomorrow. • Provide phone numbers immediately of the folks they can interview or address of where they can meet you. • Be on site for all interviews. • Explain that you will email fact sheet • Offer photos. Describe them. • Offer logo. • Ask what their deadline is. • If you have to return call then tell them when to expect your all back. Aim for under 20 minutes. Timeliness is Key. • Tell reporter to call you at anytime with ?’s.

47. The Interview • Pretend you’re talking to a friend or a potential donor. • Always keep in mind that you’re talking to the end audience (public, potential donors, potential volunteers, corporate sponsors). You’re not just talking to the journalist. • Never go off the record. • Have Emotional and Compelling Sound Bites Ready • Show emotion. Be real. • Repetition is a good thing. • Be honest.

48. Live Interview Tips • Talk a little louder than normal to slow you down. • Look at journalist. Not at camera. Don’t look to side. If have to look away then look down. • Sit forward. Don’t slouch. Keep your hands in your lap. • Avoid shifting weight from one leg to another. • It’s okay to gesture with your hands while talking, just don’t overdo it. • Always assume you are on camera. (Don’t scratch nose. Don’t look for camera.) • Take water. Take a moment to clear your throat and warm up your vocal chords • Watch recent interviews by this anchor. Read anchor/reporter bio.

49. Live Interview Tips • You don’t have a right to see questions in advance. No notes for TV. It will distract you. Okay for radio and newspaper. • Your message + questions = answer • Don’t give a vague answer if you’re unsure of question. Instead ask “Can you rephrase that?” • Avoid industry jargon, but don’t worry about repeating yourself. • The answers can be dictated by what you want to say. • You can select words to give over emphasis. • Watch national TV interviews beforehand with a critical eye to get pointers. • Turn cell phone off. Vibrating is just as worse.

50. Sound bites they want to hear Don’t memorize your answers. Your goal is to appear fresh and spontaneous for each interview, not rehearsed • Use analogies, emotions, attacks and pop culture references • Use personal examples as if on the front lines: • “I’ve been amazed by how the children will try vegetables here at the YMCA and they tell me they love them. The new program is working.” • “The people we serve touch my heart. We have one man here at the Daily Planet who says our new program saved his life.” • “Every day I see the community coming together to help each other. It’s rewarding when we set up programs here at Southside Community Partners for teenagers and you see them realize firsthand the importance of volunteering.”