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Jan Richter: If you think that good work speaks for itself, think again. Every community-based organization could use the funding, potential allies, Board members or fresh volunteers that good publicity can bring. But good publicity doesn’t just happen—it takes careful planning and persistence. While the 24/7 news cycle means reporters need fresh news round the clock and all the time, it is still hard to get your program, or your issue, in the news. That’s why media-savvy nonprofits are learning to how to write a “newsworthy” press release or plan media-friendly events. Our two guests today have a lot of experience in helping community programs make the most of their efforts to reach the media and get better press coverage for their work. Tamar Abrams is a communications consultant who has helped plan communications strategies for such national organizations as Reading is Fundamental, the Afterschool Alliance, the Orphan Foundation of America and the Points of Light Foundation. As a former reporter, Tamar knows what it takes to catch the attention of the media. Her tips for nonprofits have paid off in publicity in local and national media, including Newsweek, Good Morning America and Oprah. Gregory Michaelidis works as a senior associate at The Hatcher Group, a public relations firm that connects nonprofit organizations with policymakers and the media. He is an old hand at briefing national reporters and his commentaries have appeared in The Boston Globe, the San Francisco Chronicle, the Baltimore Sun and the Christian Science Monitor, among others. Greg focuses on youth policy and expanding opportunities for disadvantaged and foster youth in his work with the Hatcher Group. Jan Richter: Hello to all of you joining our Talktime online chat today. I’m Jan Richter, Advocacy Director here at Connect for Kids and I also write the Connect for Kids Weekly, which covers the latest news and views regarding kids. Sign up to receive this free e-publication on the right side of this page. Today, Tamar and Greg have joined me to help answer
your questions. I hope that this hour will be time
well spent in offering you good media tips for getting
better media coverage for your program and your issues.
I see that we have lots of questions lined up, so
let’s begin! Mary Ellen, Haley, Idaho: I’m wondering about tips -- strategies for getting a media message, including PSAs in radio stations out on a statewide basis during a particular month--let's say April during week of the Young Child. Thank you and also for your outstanding e-newsletter… TA: One good place to start is by partnering with a local TV station. I can't tell where in Idaho you are located but if you're near a media market (Boise comes to mind), start calling all the TV stations in the area and ask to speak to the Public Affairs or Community Affairs Director. Ask if s/he would be interested in joining forces for a weeklong or month-long campaign. Be sure you explain what you bring to the table and be very clear on what you want them to do (run PSAs, integrate your messages into stories during the evening news, co-host a community event...) While it's probably too late to get something going for April, you could bring to the meeting a calendar of benchmarks like National Foster Care Month, Mother's Day, etc. that could be used to build a campaign around. All you need is one station to say yes. You'll get lots of resources, free airtime, and a chance to build an ongoing relationship with a TV station for the future. Paulette, Mason City, IA: I work for a Head Start organization and am not allowed to "advertise." Do you have a suggestion that will help get the message about our program, what the benefits are, etc. to the general public? TA & GM: First you might consider what your message will be, It's integral to have a clear, concise, and positive message. Many people misunderstand or have a negative impression of Head Start. Once you have your message, the best place to begin is creating messengers. Parents listen to parents, and even policymakers listen to the experiences of parents. Key messages, bios of spokespeople, and any other literature about your group should be assembled into read-to-go press kits and be sent to reporters. You might also see if a loyal TV station, university or college, or other groups would provide free media training to a small and diverse group of parents. You can also send your messengers out on any local cable public access shows and local civic and service organizations, parenting groups, and fraternal organizations. Kelly Thomson: Would you recommend using listservs as a way to get the word out about our small non-profit? Would you recommend focusing on the personal, detailed story over focusing on the overarching story. JR, TA & GM: You might first give some thought to your audience and ask a few key questions -- who will be receiving the news? And do they have regular computer access? Finally, are they comfortable getting information electronically? That said, e-mail and listservs are a very cost-effective way of reaching large groups of people. Listserv entries are best when they are short and to the point. It's probably best to link to longer, personal stories for people to find if they'd like to read more. Leticia, Brooklyn, NY: How much time before an event should you send out press releases and notices to the press? TA: A MEDIA ADVISORY (which is one page and contains only the who, what, where and when of an event) can be distributed by fax, email or mail to arrive at least three days prior to an event. A NEWS RELEASE (which should never be more than two pages long and gives detail in the past tense about your event, including quotes from your key spokespersons) is distributed at the event and can be mailed or faxed to key press who didn't attend immediately afterwards in the hopes that they'll still do a story. A media advisory and a news release are two different vehicles; they are not interchangeable. So most press people get both -- one to get them to attend and the second to help them write their story. Your media advisory should be sent to everyone at a media outlet who might be interested, both reporters you know and those you don't. Examine the event and see if there might be an angle for a health reporter or a political reporter or a features writer or a columnist. And ALWAYS send it to the Assignment Editor because that's the person who knows who is most interested in your event. The day before the event, make phone calls to the assignment desk and to key reporters to ask if they received the advisory and if they need any additional information. Also, don't forget "alternative press" like university newspapers and radio stations, weekly community papers, and even online press. People get their information from a variety of sources and it helps to think creatively. Good luck! Alastair, New York, NY: How is "youth-led" perceived in the press? Would it be advantageous to highlight the fact that our director and all staff are youth? Or should this be down-played? JR & TA: The phrase "youth-led" means a lot of different things to different people, so you may want to define exactly what that means. But we feel it's important to highlight the leadership work that youth are providing. Anytime we can highlight important work that young people are doing it gives us a chance to challenge the stereotypes people often have about teenagers. Anything unique about your program will appeal to reporters, including that you have youth leadership. Diane, Harrisburg, PA: Good afternoon. Two questions: 1. The term “youth development” is the phrase that advocates use to discuss after-school programs and other supervised, constructive, out-of-school activities. But it's so inside baseball. I've never felt that anyone knows what it means. It's simple enough to pitch an individual program that's doing good things for neighborhood kids, but how do we make the connection to policy without resorting to advocate-speak? 2. The best selling point for youth development (see?) is often the anti-crime angle -- but then I worry that we're reinforcing stereotypes of aimless, destructive youths. By raising the specter of hoodlums on the prowl, I'm afraid we obscure our positive messaging. Is there a way to talk crime fighting without feeding into negative frames? Thanks! JR: On your first point, you’re right. Youth development is short-hand for the principle that programs and services for youth should be based on what fosters healthy development for young people during their adolescence. But because the short-hand is not clear to the public, I’d suggest we use more concrete language and concepts -- every young person needs caring adults, good health, marketable skills and an opportunity to serve his or her community in order to make a successful transition from adolescence to responsible adulthood. That leads to your second question - the consequences. Recent focus groups tell us that people relate well to the message that if we fail our young people, we pay later in higher social and economic costs. But you’re right that it is counterproductive to reinforce an image of adolescents as “crimes about to happen”! Here, a little context may go a long way -- adolescence is an important phase when young people are struggling to stay on track and mature to be responsible, productive adults. Most of them make it, but they don’t do it alone. They have the help of their families, schools and caring communities, including after-school programs. Some young people who are often most in need lack the family or community resources to help them stay in school or pull them back on track for a productive adulthood. Jerry, Miami, FL and Washington, DC: As the chairman of the board for Youth Crime Watch of America and a nonprofit youth-led crime prevention program in schools and communities, one of the biggest concerns we have had is the lack of media exposure on all levels (local, state, federal). It appears that if kids are not killing themselves and others, the media doesn't want to hear about it. Also, given the financials of nonprofits today, finding money for public relations staff and other related matters is very difficult. Given this, what is the single most important thing that a nonprofit can do in order to keep their name, concepts and philosophy in the public eye on all levels? TA, GM & JR: We have a two-part answer to your question. First, is being proactive all the time in seeking stories that further your program goals. These stories will need to have as much interest to reporters as the typical crime stories. Secondly, be the voice setting the contaxt for these negative stories. For instance, how many kids has your program pulled back from the streets, or why increased funding for programs like your could prevent such incidents. Another example, if it's a school crime, how many counselors are in that school? If it's a neighborhood crime, how many programs or services are there in that neighborhood to help kids stay on track? The single most important thing you can do is become an persistent, honest, and reliable resource for your local press. Teresa, Barnhart, Missouri: Our
community partnership continues to benefit children
and youth in the county by encouraging collaboration
to bring about systems change, promote public education
and advocacy at local and state levels. The benefits
are not as immediate, or as identifiable as are those
from direct-service programs. What is the most effective
approach to making the case for support with local
publishers and producers? Leticia, Brooklyn NY: What's the best way to build your media list? TA & GM: To start, you might try accessing either the Yellow Book or Bacon's media guides at a local or college library. It's much easier to build a list than to maintain it. Your list is only as good as the time you put into it. Find a student, intern, or retired person willing to check the accuracy of your list on a monthly basis. Lyndsay, Washington, DC: How can small nonprofits effectively coordinate duties between the policy and media staffers? JR: There's no cookie cutter way of doing this. But you should have a process that you go through with every release. What's key is having your media and policy folks working together right from the start. Anonymous: What if the media defines the school I run as failing? How do I combat that?? JR: You should check out this advice from the American Association of School Administrators: http://www.aasa.org/publications/sa/2004_03/kernan-schloss.htm. Cheryl, Albuquerque, NM: Beyond press events, what is the best way to develop relationships with reporters and editors? JR: You might want to check out this Web site (http://www.chn.org/media/default.asp) from the Coalition on Human Needs, which provides weekly tips on working with the media. You may specifically want to look at Media Relations Tip #14 -- How to Talk with Reporters. Diane, Detroit: : Our agency serves several audiences depending on the activity, event or issue. As the PR person, how do I convince the top brass that sometimes too many press releases, media advisories, etc., can make us look disorganized or desperate? Thank you! GM & TA: If you have a good, strategic communications plan that you're following, and that your "top brass" have agreed to, there's not much chance of your efforts being scattered, disorganized, or desperate. A key part of the communications plan should be deciding which pieces of news are most important and then concentrating your efforts on promoting those. Quality is sometimes better than quantity. Theresa Willingham, Florida: I direct
the non-profit educational resource organization Learning
is For Everyone (LIFE), Inc. I'd really like to find
the most effective ways for our small staff, with
its commensurately small budget, to reach more families.
What's the best way to connect with families to let
them know about our resources and services? We'd really
like to become a one-stop education consumer resource
-- but we really need to reach the education consumer! Kai, Phoenix, Arizona: I volunteer at a youth resources center that promotes education and job attainment. We have a charter high school and a GED center, both with an established track record. What we need is more funding and that comes with an established name. How do we get the media coverage to spread the word about our center? What sort of funding does it take to create a Web site or pamphlet? TA & GM: You don't necessarily need an established name in order to attract media attention. You need a good story, and some solid work to point to. You should begin with a solid mission statement, key goals, messages, and results, and let the media approach and Web site flow from there. Keep in mind that fundraising and media are two separate activities and one doesn't always follow from the other. Once you are confident with your messages, you can create a decent brouchure for a few hundred dollars, and a solid Web site for just a few thousand dollars. You should also be able to find ongoing Web support from local high school and college students looking for real-life Web experience. Stephanie Mann, Oakland, CA: I am a violence prevention specialist working in high crime areas for 30 years. Violence is a hot topic in America and the Middle East. Most people don't understand (violence/terrorism) the dark side of human behavior, how violence starts or what it will take to stop it. What is the best way to start a national debate on this topic? JR: The landscape seems to be shifting a bit on violence and violence prevention. There are more stories about the roots of violence -- as in the growing attention to the role of bullying as a marker or provoker of later violence. Our review of public attitude research also finds that the public may be ready for a change from relying solely on "tough on crime" reactions, like large detention facilities for youth, to finding better alternatives that address the educational and mental health needs of young people in public care, especially nonviolent offenders. As states try to cut costs in the midst of persistent budget shortfalls, the political climate may be improving for spending public dollars on community-based programs that provide treatment and better outcomes for troubled youth than for expensive, large detention facilities. Again, our public research indicates that the public is not really engaged on these issues unless they are engaged through a lot of media reporting, but when they are engaged they are interested in facts and cost-effective solutions, not rhetoric. GM: It's also important to realize that violence also tracks with other risk behaviors. In that sense it's both a cause and an effect of bad outcomes in relationships, the commission of crimes, etc. It might therefore be a good idea to try and attach the messages about violence to ongoing efforts against alcohol abuse or the need for greater mental health services, for instance. Sue, E. Lansing, Michigan: In an organization where there is geographical distance and many people who are creating materials, how do you maintain a consistent look and feel to your program or marketing materials? TA & GM: Maintaining your "brand" is indeed an important consideration for all groups. In fact, it's important enough for you to establish internal controls to make sure that everyone in your organization is using materials properly. Take the time and effort up-front to create easy-to-use templates and messages that can be incorporated into all materials. Today's technology makes it easy and relatively inexpensive for "virtual organizations" to maintain a consistent brand. You could contact local PR firms to see if they offer any services pro bono for community groups. Michigan: My press release seems really long -- is that OK? TA: If you can't write a news release in two pages or less, your story is too complicated. In that case, you need to attach an executive summary or fact sheet. A news release can't do everything for you! Claudia, Olympia, WA: We are a state entity that helps communities prevent important social problems such as child abuse and youth substance abuse. In partnership with local community networks (39) across the state we work to maximize the use of social service funding and improve the state's policies that affect children and families. Our audience ranges from local citizens and community leaders to state level policy makers and legislators. Our grass-root network system is very proud of their individual identity (which, of course, that local "ownership" results in our collective work being known by different names) and accomplishments that are centered on family support principles such as flexible funding for locally planned services. How have other statewide community based organizations solved that media issue of having more than one identity (name, logo, etc.) and sound bite? Communicating the complexity of working for multi-layered statewide system change is a great challenge regardless of the audience! JR: What looks like a problem may in fact be an asset! If different groups can agree on key priorities for change and on common themes in their communications, having different groups with different identities speak with a parallel voice makes the argument more powerful – so many different groups agree! If the groups use common messaging frames, so much the better—it can spark a kind of “echo chamber” that multiplies the effect. Sometimes it’s effective to have 100 organizations sign a single letter to the editor or to a policymaker under a common banner. When each organization along with each of its Board members, contributors, participants and others send their own individual letters, for example – that’s a grass-roots campaign! Lee Adeni, NYC: What can I do to "educate" my org's executives about the importance of media coverage? They want more visibility, but they're afraid of the media. They're afraid of possible negative media coverage. GM & TA: First, acknowledge that they are correct that you can't control the media. However, a few good experiences and they'll probably react more favorably to the idea of being proactive with the media. Do you have any contacts in the press? With the plethora of media in NYC, you have so many to choose from! Preparation is the key. Prepare messages and materials in advance to give you a better chance of getting your messages across. And, if you have the money, bring in a media consultant who can train your execs about the media to increase their comfort level. Ignoring reporters is done at your own peril. Tracey, Kensington, MD: I work for
a family services non-profit. A component of our program
is residential. How do you promote good, healthy accurate
information about the organization while maintaining
the dignity of those who utilize the services? Sandy Spavone, Reston, VA: Do you know of experts who work with youth and train them on media relations? TA: There are many experts who do this. CWLA -- cwla.org -- and Youth Media Council -- youthmediacouncil.org -- (CA) work with young people on media training. Also I do that here in the DC area; I've trained about 100 young people for the Orphan Foundation of America. Miskie, West Central Illinois: Our out-of-school time program is funded through federal, state, and family private pay sources. We are affiliated with a national organization. For several reasons, we are thinking of separating from the organization and establishing our own 501(c)(3). In your experience, would we be "shooting ourselves in the foot" if we make this move? I'm thinking both in terms of the media as well as possible funding sources. JR: Connect for Kids was once a project of the Benton Foundation and we became an independent 501(c)(3) as of January 2003. Keys to our success were: making sure our parent group agreed that we were ready to be independent and it was an amicable separation; having good relationships with funders as a project and not being solely dependent upon our parent organization's relationships; and having good guidance for the legal and board development processes that we needed to go through. Check out "Thinking About Starting a Non-Profit?" on our Web site. Good luck! Denise, Washington, DC: Are attempts to arrange editorial board meetings a good strategy -- why or why not? If so, what are your recommendations for a "successful" meeting -- i.e., what can we hope to achieve? JR: The goal of your contact with an editor or editorial board is to result in an editorial supportive of your policy or program positions. Because this is a powerful tool in advocacy, many advocates seek to provide editorial boards and their members with timely information, policy recommendations, analyses and so on. You can do this on a regular basis by developing a working relationship with a member of the editorial board or by sending an editorial board memo outlining key facts and recommendations. To ask for a meeting with an editorial board, you must have a higher threshold of new information and a "newsworthy" topic. Editorials are short, to the point and geared to something currently in the news, so you must be sure you focus your arguments on a single topic. The Coalition on Human Needs has another good tip
sheet on communicating with editorial boards at Eileen Mccaffrey : It's easy to talk about the mission and the organization's programs, but it is hard to do "the ask." Do you have an suggestions on how asking for program support can be part of an interview or article? TA: You are correct that you always need an "ask" in any interaction with an audience, especially with reporters. The "ask" is what you want. It must be specific and targeted for that audience -- sometimes funding, sometimes support, sometimes merely an understanding that what you do is important. There are of course no guarantees that your ask will be used in an interview, especially if the reporter finds other more interesting ways to talk about you. But repetition is key, as you know. And asking the reporter directly if they understand your ask so you engage him/her in discussing it. If the article leaves out your ask, that's a great time to follow up with a letter to the editor or write your own Op-Ed or article where you can control the content and the "ask" is prominent. Washington, DC: I don’t have a lot of time to devote to press relations. Any quick and easy steps I can take? JR: The media gives you the best leverage for getting the word out about what you do and about your successes. It’s the most cost effective way to reach funders and policymakers. Because it’s so important, even though you’re busy, you should be on the first name basis with reporters that cover your issues in the local media -- TV, newspapers and the weeklies. Mary, San Francisco, CA: Why don’t reporters see the success that our program has been having? JR: I recently spent some time with longtime child advocate, Jack Levine, President of Voices for Florida’s Children at a meeting of business leaders, funders and advocates. He put this issue to me this way: reporters and editors produce a paper everyday, with you or without you. So if you want them to know what works -- if you want them to talk about successes -- you need to tell them. Media is the most cost effective measure for getting better pay and resources for your programs. Amy, Tucson: It has always bothered me that children of staff members are pictured in brochures and annual reports as being among the young, abused clients actually served. I know that children's identities are to be kept confidential, so is there another solution? GM & TA: The reason this is done is because stock photography can be expensive and photos are frequently re-used. Hiring a photographer also is expensive and again brings up issues of confidentiality with the young people. Stock photography has improved in recent years and much of it is searchable on the Web. Look at firms such as Getty Images. Unfortunately there is no easy answer to your question. Showing diversity is important, and unfortunately sometimes using your own children is the most cost-effective way of representing your clients. Jondi, Scotts Valley, CA: I work at a newspaper and the K-12 reporter is deluged with budget news from 10 districts. Everyone is cutting something. So he has trouble keeping up with school shutdowns, layoffs, fights over spending, let alone writing a positive news story. Yet I know readers like a story that is upbeat. Any suggestions for how to offer balance when there is a deluge of bad news? GM: Though it's never easy to have to make due with less, it might provide an opportunity to show the community the real costs of the cutbacks. Usually this is done in a negative way -- by indicating after school programs that no longer exist, for instance. But if you found young people finding creative ways to overcome the cuts, say by forming their own organizations, seeking out off-site meeting space, or raising their own funds, the story could not only draw attention to the budget problems but cast the students in a better light by making them part of a solution. Lydia Pettijohn, Mobile, AL: Our biggest problem is making the public understand that we are NOT the local child advocacy center. We are an Exchange Club child abuse prevention center and the public always assumes that we are the same as the child advocacy center. We point out the differences every chance we get, but people still equate the two agencies as one. Help! TA: Your problem is fairly common. People rarely make distinctions when they are in need. My first question is: Do you have a 15-word organizational description that clearly and vividly puts forth your vision, mission or goals? If so, does everyone associated with the organization use it all the time, including staff, Board, volunteers, etc? Is it on your printed materials? Most organizations don't have one or allow staff and Board members to improvise. It's really important to "branding" your organization that everyone use the same description. And rather than "pointing out the differences" between your organization and the child advocacy center, use vivid, active language to describe what exactly you do. Use stories if possible. People remember outcomes more than process. Patience is required, because it takes time for people to get what you do. But these are good steps for starting. Sissy, Williamsburg, VA: : I'm part of a national/international organization made up of families who live in just about every community in the US (and many countries abroad) and who are willing to speak to the press. Is there a source for finding out what upcoming stories or topics or themes are being planned by the media. Is there a way to contact major coverage broadcast networks (TV and radio and print) to find out if they are going to be covering any stories that relate to what your organization does? Is there a place at each major media outlet where you can find out if a story relating to your organization is planned by an affiliate (local community) station, newspaper, etc.? GM & TA: Rather than waiting to see if a news outlet is planning a story for which you have expertise, you're better off being proactive and approaching news organizations with a story idea, articulate spokespersons and a news hook. You need to drive the agenda and make things easy for the press by giving them ideas. Look for benchmarks -- Foster Care Month in May, celebratingfamilies.org, and other events that make a story more timely. JR: Through our weekly updated Kid Beat, we take a selective look at new data and reports every week to inform reporters of story ideas. If you check Connect for Kids' pressroom, you'll find these posted every Monday. They might give you an idea for what would interest reporters that week. Beth, Reston, VA: Our organization is kicking off a public relations/image awareness campaign this summer. We changed our name in 1999 and are still referring people to our previous name to get recognition. We are planning to present each adult at our meeting with a PR kit and conduct training with the adults and students. Do you have presentation materials we could use and do you do workshop presentations/trainings? We would like an outside person/group to conduct these trainings to get more buy-in from our members. If you do not conduct trainings do you have suggestions where to look or how to find people? TA: First of all, please stop using your former name! Five years is long enough. Secondly, I do conduct trainings and would be happy to discuss it with you. I'm located in Arlington, VA; contact me at Tamar@erols.com. JR: Time’s up! I hope that everyone found this chat as useful—and as fun—as I did. Many thanks to Tamar and Greg for their thoughtful insights. Connect for Kids will be posting the transcript of the chat soon. Feel free to print it out and share with your colleagues!
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