WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Scott VanDemanDirector of Communications
Volunteer Florida
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Why is this session important?
• National AmeriCorps Week, March 2007
• Celebration of 500,000th AmeriCorps Member!
• CNCS needs YOUR help with this nationwide campaign!
• The time to start is NOW!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
What to expect from this session:
• A series of basic strategies you can start using tomorrow
• An interactive exercise based upon those strategies
• Real-world success stories for inspiration
• Resources for additional information
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy One:
Be Prepared! Have a canned speech about your program and practice it!• Speaking authoritatively about your program will
inspire confidence
• Write good news releases and have artwork available. The media loves a “complete package”
Commit yourself to getting media coverage, and have a plan
VolunteerLEON News Conference, April 2005
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy Two:Have ready-made Media Kits on hand. They can include:
• Program Fact Sheet• Program Director’s Business Card• Brochure• Recent Press Clippings (if applicable)• Newsletter (if applicable)• Premium item (pen, keychain) if available• Add your current news release, and you’re ready to go!
Tip: Resist the urge to provide too much information; less is more!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy Three:Pay attention to your local media• Learn who covers your subject matter at local media
outlets and develop a relationship with these reporters:
• Place a telephone call• Pay a friendly visit
Do not ignore weekly newspapers! They are hungry for material of local interest!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy Four:Leverage current news events to gain coverage for your program
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy Five:Engage local/national politicians in your events – news media will follow!
• This requires advance planning, with both public officials and the media
Florida Congressman Adam Putnam and Volunteer Florida CEO Wendy
Spencer at Polk Reads news conference!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Strategy Six:• Call and follow-up. Media coverage is hard to get!
• If a media outlet won’t cover your program, politely ask why your story doesn’t meet their needs!
• Remind them about the National AmeriCorps Week news peg!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Exercise:Each group has been provided with an envelope. In your envelope is a scenario describing a media opportunity. Keeping in mind the strategies we discussed, analyze the unique opportunity this scenario presents, and put together a brief media plan describing how you would capitalize on it. Be prepared to report out briefly your results to the group.
TIME: 10 minutes
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Several Things Your Should Never Do in the Name of PR:
• Lie or mislead• Stonewall• Procrastinate• Be inaccessible• Offer a bribe• Turn up your nose• Bore people• Sacrifice long-term relationships for short-term results• Behave unethically
Source: “Public Relations Kit for Dummies” by Eric Yaverbaum
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Success Story One:
Florida Volunteer Month 2005 Op-Ed
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Success Story Two:6 Days 6 Ramps
WCTV Eyewitness
News
Tallahassee Democrat, Page 1, Local & State
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Success Story Three:President’s Council on Service
and Civic Participation Tallahassee Democrat, Page 1, Local & State
Thomasville Times-
Enterprise, Front Page!
The Tallahassee Democrat Story was featured on the Sayfie Review, Florida’s top political Web portal to news!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Success Story Four:
Hurricane Preparedness Op-Ed 2006
Published in:• The Tampa Tribune
• The South Florida Sun-Sentinel
• The Daytona Beach News-Journal
• The Sarasota Herald Tribune
• The Key West Citizen
• The Panama City News Herald
• The Pensacola News Journal
• The News Press of Fort Myers
• The Naples Daily News
• World Volunteer Web
• So far!
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Resources:Publications:
• “Public Relations Kit for Dummies,” by Eric Yaverbaum
• “Sharing Your National Service Story: A Guide to Working With the Media”
(http://www.nationalservice.org/pdf/Media_Guide.pdf)
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM
Questions and Answers
WORKING WITH THE MEDIA TO PROMOTE YOUR AMERICORPS PROGRAM