Marketing, Public Relations and Media Relations - Friendship Force
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Marketing, Public Relations and
Media Relations
Procedures, Tips and Techniques
Webinar is from 10-11 a.m. EST U.S. time
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Moderator Andrew Bowen will be on just before start time
GROWING MEMBERSHIP THROUGH
POSITIVE VISIBILITY IN YOUR COMMUNITY
ANDREW BOWEN, APR
CLEARVIEW PUBLIC RELATIONS
Why have good media relations?
Easier to get stories
placed if you know them
and they know you
Relationships count!
Public relations is VITAL:
Visibility
Interest
Trial
Acceptance
Loyalty
Why have good media relations?
A key component of your
marketing strategy
Generate positive visibility
Leverage media coverage
to help bring positive
change
Generate support for FFI’s
mission
Possibly generate financial
support
Grow membership
Getting to know them
Newsrooms are
bureaucracies!
Many do many jobs
Research editors, reporters,
photographers, bloggers
Call to get accurate contact
info; be persistent, cordial
News by e-mail, Tweet, other?
Well in advance, please
Know their deadlines
Print, radio, TV, blog
Today, 24-hour news cycle
What makes a news story?
Local – People, events, milestones,
change, achievements, plans, kids,
animals, money, celebrities
Unusual, unique, rare
Interesting
Important
Educational
Exclusive, the scoop
Good photos
Be creative
Sell the story!
The media pitch
Brainstorm and decide what’s the news?
Why should they care?
Why should they cover it?
Your readers/viewers/audience will benefit
from it
Love it
Be interested in it
Value knowing
Need to know
It’s local news
It’s visual
It’s exciting
You have time
Other?
News release/media advisory template LET’S REVIEW TOGETHER
Feb. 9, 2018
Media Contact: Your Full Name
Your mobile phone number
Your e-mail address
Foods from all six continents on the menu March 1;
Friendship Force of Your City celebrates World Friendship Day
YOUR CITY, STATE OR PROVINCE – Your City area residents are invited to go on
a gastro-journey when Friendship Force of Your City hosts a World Friendship Day dinner
party featuring foods from all six continents to celebrate World Friendship Day March 1. (The
who, what, when, where and why)
Members of the news media are invited to attend and discover more about
Friendship Force International’s mission to build bridges of understanding across the
barriers that separate people.
World Friendship Day is celebrated by more than 15,000 Friendship Force
members in more than 300 Friendship Force Clubs around the world on March 1 every year.
(More of the who and what)
The gala Six Continents Dinner will be held Thursday, March 1, 2018, in the
place/venue with address and Zip or Postal Code. (Repeating the what, when and where)
The event, which is open to the public for a donation of only $5 (£€¥) for each diner,
is sponsored by the Friendship Force of Your City as a way of building bridges of
understanding among diverse cultures. (Why)
For reservations, please call or e-mail Fred Friendly at 0161 236 2345, or e-mail him
at ffriendly@aol.uk. For more information on Friendship Force International, founded 40
years ago, please visit www.friendshipforce.org.
Media pitching guidelines
Send release/advisory to proper
person, at proper time, in method
preferred
Follow up with phone call (off
deadline)
Invite with enthusiasm …
Explain why they should care
Local angle
Value to audiences
Offer spokespersons (who?)
Offer visuals (what?)
Practice/rehearse your pitch!
Using social media in media relations
If sending by e-mail
Make your editors happy!
Do not attach the release
Paste it in the body of the e-mail
Have newsworthy subject line
NEWS: Local people invited to Six
Continents Dinner March 1 as
Friendship Force celebrates World
Friendship Day.
If sending by Twitter
Limited to 280 characters
Example
FacebookCovering your news in social media
Can’t get the media or bloggers to
cover your news?
DO IT YOURSELF!
Post your news pictures and video on
Facebook
YouTube
Twitter
Instagram”Sorry, we can’t cover that.”
OK, may we cover it ourselves and and send you
pictures and a short summary of the 5Ws and H?
RULES FOR PHOTOS:
300 dpi or greater
Sharp, clear, in focus; tightly cropped
Identify everyone in the photo, left to right, with short
explanation in present tense
ACTION! Avoid fig leaves and handcuffs
Contact information for you in case editors have Dave Hargreave, President of the Friendship Force of Western Michigan, wows
questions pupils at Mtitu Primary School in Tanzania as he shows them their images on
his digital camera. For more information, please visit
Paste into e-mail; do not attach http://www.friendshipforcewmich.org/More coverage techniques
Good old fashioned letter to the editor
Know the writers’ guidelines
Bylined commentary
Often called an op-ed piece
Pitch subject to editor and get permission
first
Again, know writers’ guidelines
Research local travel and community
bloggers
Cover your news as a citizen journalistMarketing, Public Relations and
Media Relations
Procedures, Tips and Techniques
GROWING MEMBERSHIP THROUGH
POSITIVE VISIBILITY IN YOUR COMMUNITY
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