Dear “Press Partner,”

In the work to gain visibility for your programs, the good news is that the media want to hear your story.

Sometimes it may feel media could care less about your story. However, those of us in the “social profit” sector
need to embrace the news person’s world – who is under deadline, under pressure and is sometimes curt. We need
to be…

• Positive in our approach to media people
  
• well prepared
  
• quick to convey our story in under a minute
  
• able to respond to the media in good times and in crisis

To learn more about working with the media, building their trust and becoming a partner in news-sharing, click on the headings to the right.

Get the Word Out

Staying in the news, means giving news reporters and editors items that are timely, local and/or someone or something of interest to their readers. Although news people are always working on tight deadlines, you can peak their interest to want to learn more, if you …

• prepare well
  
• select a story that has reader-appeal
  
• call in the morning
  
• pitch the story in under one minute
  
• accept brusqueness and unenthusiastic responses
  
• call back
  
• build respect and trust

Click here for practical tips guidelines related to preparing news releases, media advisories and press conferences.

Plan a Media Relationship with Intention

Mass media has transformed our communities and the way we are perceived and perceived by others. If programs and organizations are to succeed in their missions, working with the media is necessary, and planning a relationship with intention is critical.

A media plan, as part of your overall public relations/communications strategy, helps you build respect, trust and mutual support with news people. Reference the grid below in preparing your media plan:

Media Plan Steps to Consider
1. Define your objective	Is it to: Introduce you program to the community or publicize the work of your program? Establish you and your organization as experts in your field? Generate fundraising opportunities? Mitigate the impact of a crisis? Other?
2. Identify audience you want to reach	Whom do you want to receive your message and what media would they be most apt to receive? Key your message to so that those who are important for support will notice.
3. Develop calendar of   media themes	Identify opportunities such as seasonal interests, program successes, anniversaries, special events
4. Identify media   approaches	Hard news Feature stories Editorials Interviews Other
5. Identify media outlets	Print Outlets (Newspapers, Magazines, Wire services Television Radio Websites Other
6. Develop media list	Record full contact information including fax and e-mail addresses for all outlets in your area and nationally if appropriate
7. Develop press kits and   media materials	Include: Background material on your organization, your clients, your mission, etc. Information about your program’s issues and concerns Bios for staff and volunteer leaders Picture file Previous media stories about your program Other
8. Cultivate personal   relationships	Develop ways to stay in touch with reporters, editors and media gatekeepers. Set yourself up as an expert when an opinion or insight is needed in your field. They will then come to you seeking stories. Remember, they need stories as much as you need to get your story out.

Crisis Communication

At no time, is having trusting relationships with media more important than in crisis. In addition, it is prudent to plan ahead for how your program or organization will respond in the event of a crisis.

Some crises are sudden – such as a storm or fire. Others arise out of a long-term or slowly growing crisis such as that which occurs from changes within an organization. An important step in managing any crisis is the development of a crisis communication plan.

A crisis communication plan focuses on putting your organization in the best possible public light. By thinking through in advance of a crisis, how you will present yourself to your stakeholders, the media and the public, you will free up time to devote to the crisis itself. In addition to predetermining the manner in which your organization will respond publicly to crisis, the crisis communication plan also provides the discipline to gather critical information in one place so you won’t be scrambling to assemble it during the actual event.

In a crisis, it is important to remember that people usually understand that bad things can happen to anyone. What they are really watching is how your organization responds. Interestingly, your response in crisis can motivate stakeholders, press and the public to want to support your mission -- all the way to the other end of the continuum of expressing hostility.

Click here to view important tips on how to keep communication lines open by building a crisis communication plan.

Let us know

Do you have questions about working with the media in your community?

Contact us at LEADline@CampaignConsultation.com (LEADline is a service of Campaign Consultation, Inc., a national provider of training and technical assistance for the Corporation for National and Community Service.) We would be happy to answer questions or to give you more support.

Thank you for your interest in On-The-Go eTA. We encourage you to send this and other issues of OTG eTA to friends and colleagues who would benefit from the information. Also, if you’re on information-overload, you may request email removal. Otherwise OTG e-TA will be back soon with another edition.

IN THIS ISSUE:
click on titles below to read full articles

Get the Word Out

Plan a Media Relationship with Intention

Crisis Communication

Glossary Additional Resources

Read Back Issues of OTG e-TA “Why is it so easy to acquire the solutions of past problems and so difficult to solve current ones?” Marshall McLuhan (1911-1980) Share Square Facts for your fundraising volunteers to know Marshall McLuhan (1911-1980), a Canadian-born academic, described how information can unite us almost immediately and popularized the term “global village”. He also wrote Understanding Media: The Extensions of Man (1964.) His name is forever associated with the term “media”. Scholars continue to debate the true meaning of his words, “the medium is the message.” What do you think? Contact LEADline (LEADLine is a service of Campaign Consultation, Inc., a national provider of training and technical assistance for the Corporation for National and Community Service.) Resources Now! National Institute October 10-12, 2006 More than 100 participants came to Providence, RI for three days of training and coaching opportunities, and gathered tips and ideas for sustaining their programs. “My annual fund letter was tweaked and improved. Now I’m ready to see great results!” (one participant) Additional Learning Products & Services LEADline Online Courses GIZMOs The Chronicle of Philantropy Workshops & Clinics

Details from above:

News Releases, Media Advisories and Press Conferences

News Releases

The news release (or press release, or press statement) is a fundamental tool for disseminating information to the media about events that are important or timely in your organization. Press officers have adopted a standard format for conveying the information to the media. When preparing a press release, it is important to follow the correct format.

News Release Guidelines

1. Type the release, double-spaced, with wide margins, on 8 1⁄2 by 11 paper, single sided on organizational letterhead.
   
2. At the top of the first page, place the name, telephone number, and e-mail address of your group’s contact person.
   
3. List the release date/time in the upper left corner. The release may be for:
   
   
   • IMMEDIATE RELEASE: This is used most of the time, and means that it can be run immediately.
     
   • FOR RELEASE AFTER (TIME, DATE): This is called an embargoed release. It is used when a news conference/event has been planned and the release provides details or information that will be provided at the conference. Time the delivery so that the release will not be received until the morning of your news conference or event.
     
4. Write a brief headline that tells what your story is about; center it on the page. The headline needs to tell the person reading what the story is about.
   
5. Put the most important information in the first paragraph – called the lead. It should grab the reader’s attention and cover the 5 W’s and H: Who, What, Where, When, Why, and How. It should not be longer than 25 to 30 words.
   
6. Write the rest of the story in “inverted pyramid” style. The most important information is placed first, followed by information of less importance. Try to make the story precise, clear and interesting to the reader. Include facts, not opinions, and quotations. Avoid jargon. Emphasize what is unique.
   
7. Try to keep the release to one page. If it is longer:
   
   
   • Type “-MORE-” at the bottom of each page to ensure that the entire release is read. Includes page numbers at the top left of each page.
     
   • Do not split paragraphs between pages.
     
   • End with “###” or “-END-” centered at the bottom of the final page.

Click here to download a sample news release.

The Media Advisory

A news release should be used only to announce
something newsworthy to the reader. A media advisory is
a short notice sent to media outlets to inform them of an upcoming event.

Click here to download a sample media advisory.

News Conference

A news conference may be the right approach if you have a breaking announcement or information to present, if you need to respond to a fast-breaking story, or when you want to take advantage of the presence of a celebrity.

News conferences should be held only when your organization is putting forth its most newsworthy information which requires an exchange between your organization and more than one media contact/outlet.

The most important questions to answer before scheduling a news conference:

• Can you offer something in person that can’t be offered in a news release?
  
• Do you have a real news story – of interest to the reader/viewer?
  
• Is the news value sufficient to not waste journalists’ time?
  
• Is the time and effort required for you to organize the conference worth it?

Click here to download tips for holding a news conference.

Crisis Communication Plan (cont.)
What, Who, When, and to Whom?

Whatever you do—do not react spontaneously to a crisis. Have a strategically developed game plan to respond to the media, your stakeholders and the public.

What should you say?

1. What you say should be well planned before you speak a word. When a crisis hits, the public only wants to know three things:
   
   • What went wrong?
     
   • How it will be fixed?
     
   • What will happen to ensure it doesn't happen again?
     
2. Develop a simple, straightforward message no matter how complex the crisis. When making a press statement, print it large and stick to the script.
   
3. Prepare a list of specific message points and bring all questions from the media back to these essential points.
   
4. Adhere to the cardinal rules of crisis communications: tell the truth, tell it all, tell it succinctly.

Who should say it?

1. Form a crisis communication team. This team should include all of those individuals who have accurate knowledge about the problem and hold positions of responsibility in your organization. This team will craft any statements to the public and may include such advisors as your legal representative and a public relations specialist.
   
2. One person should be designated as spokesperson for the organization. This may be your executive director, the chair of your board of directors, your financial director, your media/public relations staff person, or another person who could represent your organization credibly.
   
3. Select a spokesperson who is calm under fire, knows the organization’s message, has the media’s trust and represents your organization in the most professional and positive manner.
   
4. The spokesperson may, if it is deemed appropriate, defer to another expert, but that person must be fully prepared to keep on the message developed by the crisis communication team.

When should you speak?

1. As soon as possible. Do not delay. A late response will be seen as an attempt to cover up without taking responsibility.
   
2. Speak up before anyone else. To maintain your integrity before supporters and constituents while guiding public perception, reveal the crisis and your message first. Otherwise, you run the risk of someone else giving incorrect information and creating a secondary crisis.
   
3. Only after you’ve prepared. The spokesperson should take time to digest all prepared statements and practice responding to likely questions before appearing in front of the media.

Who needs to know?

Stakeholders – the Media – the Public … in this order.

Stakeholders, as soon as possible, should receive a
private message before the crisis is aired publicly.
They need to know what to convey when questioned.
Stakeholders include …

• Staff decision makers
  
• Major funders
  
• Volunteer leaders
  
• Program volunteers
  
• Host organization
  
• Legal
  
• Insurance
  
• Vendors
  
• Suppliers
  
• Regulators
  
• Community officials
  
• Others

Resource development revenue is in peril in the event of crisis and requires honest and open communication. Send
a follow-up letter after the crisis management event to
answer …

• What went wrong?
  
• How it will be fixed?
  
• What will happen to ensure it doesn't happen again?

Close the letter by inviting donors to contact you with any insights and questions. Give donors your telephone work number, cell phone number, your email and any other useful mechanism by which they can communicate with you. Do everything you can to keep communication open.

The Media

The media point person on the team needs to make contact with media as soon as possible. You may wish to target one reporter with the crisis story or you may decide to hold a press conference (the next day) and invite all media.

The Public

Depending on the “doosy” level of the crisis, you may want to send a mass mailing, take out an ad, etc. to answer the three questions. It is important to be as open as possible.

Glossary

Mass media: (n) forms of communication designed to reach a vast audience without any personal contact between the senders and receivers. Examples would include newspapers, magazines, video recordings, radio and television

News release, press release or press statement: (n) a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value.

Additional Resources

National ASK to Sustain Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 1998, 2002

Resources Now! National Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 2006.

The Chronicle of Philanthropy

Crisis Communication Plan: Nonprofit Toolkit. Colorado Nonprofit Association.

Crisis Communication. Louisiana State University Office of Public Affairs.

Additional Learning Products and Services

Online Courses:
Web course delivery of topics pertinent to resource development such as — Build Fundraising Volunteer Champions and Cause Related Marketing and Corporate Partnerships.

Available through the Resource Center, Click Here

LEADline:
(Learning Experiences At a Distance) LEADline is designed to give information fast. Have a resource & fund development question? Use LEADline and within 24 hours you will receive response and advice from a fundraising professional.

Contact us
LEADline@CampaignConsultation.com

GIZMOs:
(Giving Information for Zooming Money Objectives) Gizmos are resource and fund development tools for you and your volunteers. They are tangible products in packets, pocket brochures, CD-Roms, games, etc. They feature a myriad of fundraising topics such as The Power of Direct Mail, an interactive cd-rom and detailed companion booklet on developing your direct mail program.

To order, contact us through
LEADline@CampaignConsultation.com
or call 410.243.7979
or toll free at 1.877.243.2253

For more information:

Download
Gizmo Presentation

Download
Order Form

The Chronicle of Philanthropy:
Everyone who comes to a Resources Now! National Institute gets a free subscription to the Chronicle for a year. Participants in CNCS Campaign Consultation workshops receive the latest issue free of charge plus a $20 discount on one year’s subscription.

Workshops:
The Corporation for National and Community Service (CNCS), through its T/TA service provider Campaign Consultation, Inc., offers a three-hour clinic for those interested in mastering key skills need to write for individual donors.

Featured Workshop: Participants in Telling Your Story: Building Your Project’s Reputation will learn effective ways to use informal and formal networks to build your project’s credibility in the community and to use marketing strategies to attract and involve support for your project.

At the end of this session, you will be able to:

• Build marketing activities into your daily consciousness and activities
  
• Define the message of your project’s mission
  
• Practice informally relaying your project mission
  
• Plan steps to increase opportunities to “get the word out” using informal networks more effectively

For more information, contact Susan Hailman at Campaign Consultation, Hailman@CampaignConsultation.com
or call 1-877.243.2253 ext. 18.

Tell Us!

Let us know by contacting us through LEADline@CampaignConsultation.com

Read Back Issues of OTG e-TA

• October 2006 Corporate Partners
  
• Mid-September 2006 Direct Mail
  
• September 2006 Fundraising Events
  
• Mid-August 2006 Volunteer Fundraisers
  
• August 2006 Reach Out and Touch Communication
  
• Mid-July 2006 Disaster Fundraising
  
• July 2006 Ask Major Donors
  
• Mid-June 2006 Plan Your Fundraising Year
  
• June 2006 Individual Donors