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PR And Non Profits

Date post: 17-Oct-2014
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Here is a brief presentation I offered to a graduate class at Xavier University on PR for Non-Profits.
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Public Relations & Non-Profit Events Jackie Reau Game Day Communications
Transcript
Page 1: PR And Non Profits

Public Relations & Non-Profit Events

Jackie Reau

Game Day Communications

Page 2: PR And Non Profits

About Game Day Communications

• Boutique PR firm specializing in sports and cultural entertainment

• Media relationships (local to national sports media)• Influencer relationships (team stakeholders, fan

development, tourism, corporate sponsors)• Event Marketing/Management team• Digital Media/Social Media Evangelists

Page 4: PR And Non Profits

Why Public Relations?

Public relations is 5 to 9 more times credible than a paid advertisement

Creative PR can complement a marketing plan to create buzz and build momentum

PR can position your organization as a leading authority in the community

Print=older, higher income TV=mass media Radio=targeted approach based on demo and format Internet=focused approach based on niche (bloggers, etc.)

Page 5: PR And Non Profits

Public Relations Planning

Objective: What do you want to communicate? Target Audience(s): To whom are you communicating? Key Messages/Prepping your Spokesperson: What will you

say; think sound bites Initiatives: Press conference, media briefing, media expert

guide, advance/post interviews Timeline: When and where? Budget: Always stay on or under budget! Measurable Results: Earned media results

Page 6: PR And Non Profits

Public Relations Tools

Updated media lists Press Release Media Guide (Event Overview, History, Fact Sheet,

Leadership Bios) Photos, video, graphics (place on an ftp site) Web site (place all on your web site as soon as you

release it)

Page 7: PR And Non Profits

The State of Today’s Media

Overworked, tired or on furlough Getting beat by bloggers for breaking news The news hole is shrinking for them (fewer ad dollars

means less time/space for news) It’s a 24/7 news cycle with web sites

Page 8: PR And Non Profits

The News & Non-Profits

News Pegs: Think like a reporter…

Localize a national story with your expert Tie your news to the economy Be proactive and offer a good story/interview Know the media you are pitching; watch and read

Page 9: PR And Non Profits

Social Media

Create your own Digital Media Network

Set up your Network: Facebook.com, Youtube.com, Twitter.com, Linkedin.com, etc.

Educate your audiences on how to access your Network; offer exclusive incentives

Keep it fresh and new to engage audience with photos, video and timely news

Page 10: PR And Non Profits

Create A Digital Media Network

Educate: Educate yourself, customers and clients on how to use social media as it fits your industry and how you will use it to engage them.

Audience:Who is your audience and what do they want from you? How will they accept your information on which platform.

Page 11: PR And Non Profits

Create A Digital Media Network

Tools:Select the social media platforms you will use. Youdon’t need to use them all but use them well.

Team: Who is going to manage the Network? Who will be the face of the Network?

Page 12: PR And Non Profits

Create A Digital Media Network

Plan:Create an editorial schedule for your Network so you can effectively manage it. Be flexible but firm.

Measure: Keep track of your efforts with a scorecard. Measure the fans, followers, video views.


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