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Nonprofit Radio for August 10, 2018: Your Media Relations Strategy

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Peter Panepento & Antionette Kerr: Your Media Relations Strategy
Co-authors Peter Panepento and Antionette Kerr want you to have a plan for earned, paid and owned media that’s G.R.E.A.T.: Goal oriented; responsive; empowered; appealing; and targeted. Their new book is “Modern Media Relations for Nonprofits.”



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Oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i’m glad you’re with me. I’d endure the pain of tacky fajita if you made me swallow the idea that you’re missed today’s show your media relations strategy co authors peter panepento and antionette car. I want you to have a plan for earned paid and owned media that’s great goal oriented, responsive, empowered, appealing and targeted they’re new book is modern media relations for non-profits i told you, take two millennials versus boomers we’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dahna slash pursuant wagner see piela is guiding you beyond the numbers regular cps dot com bye tell us turning credit card processing into your passive revenue stream. Tony dahna slash tony tello’s and by text to give mobile donations made easy text npr to four, four, four, nine, nine, nine. What a pleasure to welcome peter panepento to the studio and his co author, internet kurt to the show by phone. Peter welcome, welcome back. I’m excited to be back on tony martignetti non-profit radio back to the show. First time in the studio, though first time in the studio, we’ve done it by phone. We’ve done it on site at conferences, but never in the studio. So it’s pretty cool to see you in your native habitat. Thank you very much. Peter’s cofounder and philanthropic practice leader of turn to communications, a pr in communications firm working with non-profits and foundations, he has deep experience in the media and non-profits he was a journalist for more than twenty years, most recently as a managing editor at the chronicle of philanthropy that’s where i first met him even before he was managing editor. He’s at turn hyphen, too dot ceo and at peter panepento internet car welcome to the show. Thank you for having my pleasure. Internet is the founding ceo of bold and bright media, a multimedia publishing company helping non-profit writers tell their stories. She also works as a non-profit leader and a journalist. She contributes a weekly column for the lexington dispatch in north carolina, that’s where she started in journalism, she’s been a ted ex presenter and is a contributor to non-profit marketing guide that’s, a friend of the show give you the room, miller she’s been on a few times. Internet is at bold and bright media dot com and at the right folks w r i t again. Welcome, antionette. Look. Thank you. Welcome from north carolina. Now i have two homes in north carolina, in pinehurst and emerald isle. Where is lexington? I think it is somewhat north of finders. But finders is beautiful and it’s a lovely place. Not like to go and visit. Great place to go. Yes, it is. I’m not. Yeah. I’m not a golfer. A lot of friends say that’s a waste of a house in pine er’s. Because it’s actually on a golf course. But i just watched them thankfully. It’s. A nice, quiet sport and i don’t know too much about sports. But it’s a nice quiet one. It goes by in the backyard. I don’t hear them. No golf balls in the kitchen, windows xp. Fine. Where so we should get together sometime. We definitely should have written for a pine straw, which is a beautiful publication there in-kind okay, so, yeah, you get a chance to pick that up? I haven’t written for them in a while, but it’s really great magazine. Excellent. Pine straw, i’ll look for it together. Peter and antionette have this book new book called modern media relations for non-profits creating and active pr strategy for today’s world antionette let’s stick with you. Why? Why do we need a media strategy? Well, we need a media strategy because i haven’t been on the other side of covering non-profit and then on the executive director side, i was actually exactly director of where q different non-profits i realized that there was a missing element of communication, and a lot of that has to do with not having a media strategy. Most non-profits don’t have a sign media relations coordinator, we we wish we all had the money to do that thing strategy is really a cost effective way to implement some tools. Second make you a media darling that can help you get promoted in larger publications or on television and radio, so that our goal in writing this book was just to help people with, you know, some constant, active and quick ways that they can improve their media relations strategy. Peter, you were at clark chronicle of philanthropy when i first met you. I think you were web. Editor. That guy was probably right. Yeah, i was on your podcast that’s right before i had this show. I’m pretty sure this is very meta. Yeah, we’ve come. Yes. The student has become the teacher. You have to obey me now. We were in the chronicle philanthropy studio. Um and yeah, i think you were web editor. Alright. So through web editor, you became assistant. Was this a managing editor? And they’re managing editor or one of the managing editor’s eye was a system managing editor. Yeah, go right. The point is through that time you had you received thousands of from press releases to enquiries to phone calls, maybe tenth out who knows from non-profits trying to get attention, right? What are i mean, we have an hour together, so we can’t say it all here. Okay? What? What do you what? One or two things you wish non-profits could do? Would do better around their media? Yes. So, it’s interesting. I’ve been on both sides of this equation now, and i know how hard it is to pitch stories that yes, but but, you know, like antionette i had twenty years of experience in journalism, so i got a lot of pitches over the years, and as you noted, the time i had at the chronicle, i got a lot of pitches from non-profits and i think i think the biggest, biggest turnoff for journalists and the biggest thing i wish i could do when i would get a bad ah pitch from a from on organization is give some really basic advice to actually get to know the publication and the person that you’re pitching. This is that of getting blanket pitches that you send everybody, you know, get to know who you’re actually pitching and and know what they cover and and know a little bit about what the reporter editor cares about and taylor your pitch to that to that reporter, knowing what she or he might be interested in covering and the angle that they would want to cover. Okay, duitz you get so many, you get so many pitches that really the ones that stand out are the ones that that kind of, you know, they show some research, they show some research, they know what they cover like at the chronicle, we’re not going to come and cover your charity gala. Every every charity in the country covers a charity gala, but i would get, you know, all these news releases from organizations pitching their gala. I’m not going to cover that, but if you tell me something unique about what that gala might teach other non-profits or can identify a speaker, that might be of interest to a broader non-profit audience that might get my attention. So do that little extra bit of research find out what’s unique about what you’re doing and how that that unique thing that you’re doing actually intersects with the interests of that reporter you’re reaching out, okay? We’ll talk more about your advice for press releases specifically, but okay, excellent. So cem basic do some basic research now. I was disappointed to read in the book that newsrooms are no longer like i saw in the movie spotlight. It doesn’t mean it’s not like that anymore. It’s not it’s, not and what’s really interesting about spotlight, too is that that was pretty reese, right? I mean, that was an investigative team at the globe about ten years ago that was doing some major investigative work, some of that’s happening now, but in a lot. Of cases newsrooms have been really cut to the bone, they’ve been commoditized, the business has really changed and and as a result, there aren’t thes robust reporting staffs in these big news holes that you’re going after it’s become a lot more competitive, especially for non-profits who may actually be reaching out to publications that don’t have anybody who actually covers non-profits as a beating the non-profit beat right? All right, we’re going, we’re going toe take our first break, and it is for pursuant your newspaper is pursuing e-giving outlook, they took the latest fund-raising reports and boiled them down to the takeaways you need in a concise content paper. Watch the archive of their related web in or do both it’s, an ensemble piece of paper with matching webinar through the coordination both are on the listener landing page. Tony dahna slash pursuing capital p for please now back to your media relations strategy. So peter what’s the implication of this degradation of the newsroom loss of the newsroom, no longer a non-profit beat reporter for non-profits trying to get the attention of media there, some negatives and positives related to that, i would say the big negative is that it’s a lot harder to identify the people you need to build relationships within news organizations and it’s a lot also a lot harder to get your story place, because there’s there, our reporter now might be hearing, you know from from even more folks who are competing for the limited space and what we’re talking about a newspaper here in this case in the newspaper. But it actually goes across local television and other things, too. There’s just the news hole ott of a lot of news organizations now have less space, or they are part of a conglomerate and there’s some, you know, national coverage in your local newscasts that has that’s eating up time now to that’s kind of mandate and there’s no one devoted to the non-profit beat, right? So the surgeon or the people you’re pitching r r have multiple assignments? Absolutely. Nobody is devoted to your your category of existence that’s, right? And people are turning over quickly too, so i’m so the net result of all of that is is you’re competing with a lot more people for a lot less attention. The upside of that, though, is if you are really good about building relationships with a few key reporters out there, and they start to trust you their time is so short instead of you having to pitch to them, they’re going to come to you probably a lot more regularly when they need an expert on a specific topic. So if you’re able to break through and get the attention of that reporter and and they trust you, um, that becomes really valuable to you and that’s really a key basis of the book to its howto build those relationships and howto break through and get to the point where it’s not just you sending news releases out to reporters and hoping they cover it, but but that they’re actually coming to you when they need an expert on your cause or on what’s happening in the nonprofit sector in your community or, you know, whatever you’re really looking, push, we need our media relations strategy to be much deeper than spread what you caught spray and praise brain provoc press releases, you know, to one hundred outlets, none tailored and just and just hopeful weigh a lot deeper that we’ll get to it, we’ll get to it shortly antionette by the way, i love the name antionette that was my grandmother’s name on my father’s side. Antionette antionette do you do you go by and short or do admonish people know it’s antionette now, it’s just that it’s hard to fail, but when it was hard enough to learn that name, so i think i’ll just go by that name because i noticed you have a n t i o n e t t and i think the more common spelling is oh, i end absolutely catches everything i never yet it’s right on my show sheet. I’ll prove it, peter, i’ll show him i have it spelled right every time because you’re smelling it like a grandmother, but i know i noticed i noticed you spell it differently. I thought maybe you were saying antionette but no, not internet. It’s okay, antionette martignetti was grandma martignetti you spend all the time in the book talking about ethics? Why internet? Why? Why? If we’re approaching media, why do we know about? Why do we need to know what’s the some ethics guidelines basics for journalists? Well, this is an important time in an important environment you’ve been a journalist. So one thing one of my pet peeves is whatever i work on a story non-profits asked me if they can read it, which would cause me to lose my job. I really leave a lot of people don’t understand that, you know, it could be really offensive that crosses the line between advertising and paid yeah versus a really urgent media story. So you know, where you go to a television producer, for example, and working studio you might be ableto see it after it edited and sent you, but you don’t really get to have input in that process, so we wanted people to understand that, and to really it’ll help with your relationship. So we begin our book with some jargon in terms that we use like moon, where the peter just talked about you tell me why someone would want to come to your gala will for a journalist, you say here’s, why they knew where they are, ears perked up so that’s that will really help people in establishing relationships to understand the ethics and the jargon and behind the scenes scenario with newsroom another point, you make his offering someone journalist free admission to a gala. Or maybe, you know, can i buy you a lunch? You should. We should know that. There’s. A good chance. You know you’re polite offers will politely be turned down. Right, and most organizations have a have a policy about that on the other side of the news room, so don’t take offense if they say no, i can’t accept your ticket. I mean, it’s it’s for, you know, a ten dollar event that might be that might not be an issue, but if it’s for one hundred fifty dollars gala, you know that that might be an issue for journalists, except that it could be considered, and julie influencing their objective news stories on din the new york metro area, it could be a fifteen hundred dollar ticket right way. Okay, we’ll get there in north carolina. It’s coming, it’s going, well, i’m not i’m not saying that’s a good thing anyway, i’m just saying that that’s that’s the state of the state of some some dollars in the northeast or certainly in the new york metro area, i’m not saying that that’s something to aspire to by any means, right? So you antionette you touched on earned and paid versus owns you in the book the two of you call this the trifecta could you distinguish between earned payden and owned media for us? Absolutely. And the trifecta isn’t a unique term for our conversation when that is used quite often in the journalism world, but what i noticed is that non-profits we’re really focused on earth media, but sometimes their strategies weren’t connecting their own video, which earned media traditional journalism. So it is what a reporter on whether it’s radio on the radio are print, which cover and its objective information paid media is advertising, and then all of the media which people forget that they actually own their own media sources right now between social media and website, they they do have control over that i’m seeing people, for example, a community college that had a huge cam picking that they paid for with an advertising firm to say we want a traditional student but well written their website, it didn’t really correlate with the messaging that they have paid so much money through advertising and paid people to get stories and earned the other press releases, and then they didn’t coordinate that with their own owned media that we really talk about dating you cover that case in the book that they were paying to get nontraditional students, but then there’s social media and the website was highlighting volleyball and some other sport. You know, it was highlighting the sports, and so people are looking for coordination in message, and they weren’t finding it right. They were born. They were showing back about players, and they wanted older students, people to consider themselves a student. If they’re older, they had a violent past about being featured on the website. Let’s, see so let’s stick with you internet talk a little about the earned media. Peter gave some tips about press releases. What i like way like here, actionable, no actionable strategies tips. You know what? What, what, what some other advice around making press releases more likely to be acted on and not not trashed. We have a section where we talk about appealing for may have been working with pressure lisa’s much first job as an intern at a newspaper with a full presently about the fax machine and deliver it to the right. This doesn’t seeing press releases the good, the bad and before quite some time and for non-profits a particular thing after you that they’re not really appealing a lot of times that we’re having the same event. You know, we talked about the gala where a golf tournament, we just kind of recycle the same press release every year and again, that’s not showing what worthy and a lot of times when you read the press release, i tell people, if you get bored reading your own press release that, don’t they? So just to make him appealing is good and then as some really powerful quote. So once the happiest people has this really stuffy quote from the executive director, that doesn’t end quality to the conversation. So that quote from from your weather report chairs or eighty your communications director to me, something exciting, not great language, but nothing exciting. You even recommend you recommend spending ten minutes interviewing the person, even if you’re the internal. You know, if you’re the internal communications person, you recommend spending ten minutes interviewing the person you’re going to quote, you can get some of their active language and bring some of that passion out that theyve got for the subject. Absolutely, absolutely that’s part of making your strategy appealing. So, you know, just just kind of sprucing up the language and and again removing the jargon from your non-profit and your great language. I feel like people, especially if they receive a grant that cutting case, you know, part of their executive summary into the press release and the journal is not you. I love making this news worthy. So, peter, our press release is still valuable men. Should we even bother be doing them, though? Yeah, i mean there’s value to him. But i think they shouldn’t be the default any more. I think a lot of organizations think there think that by sending news releases out, whenever they have something to announce that’s their media relations, they’ve got made a strategy right right on that it should be part of the picture, but it shouldn’t be the whole picture, and they are valuable in a couple of ways. One is they actually can provide valuable information to a reporter when they’re reporting on a story they’re very helpful toe have posted on your website a zoo in an archive for when people are looking for information specifically when reporters are looking for information on a lot of times, if you have those news releases posted on your website, they may connect through a story they’re writing on. It may not happen the day you signed the release out, but three months from now, if you release an important report on something and reporters covering that issue let’s say you put a report out about hunger in your community and it gets to be around the holidays and reporters doing story about hunger and hunger charities around the holidays that release might actually get their attention when they’re looking for information so there’s value there. But when i think you’re sending them out, i i feel like you get a lot more attention and you do a lot better job of building relationships if instead of just sending a news release to everybody on your media list, you you identify a few people and actually send a personal note to that reporter talking about what’s coming up, you know, giving them a heads up about what’s there, talking about some things that might be of interest in that announcement to that reporter and then making yourself available is a resource for for follow-up either right then or whenever the reporter needs that, i think if you actually spent more time doing that and less time just cranking out press releases you, you get more of your news covered and you built some better relationships and that the personal note idea. You have a little section in your book where you say you’re recommending something, you say way, have we switched years to make this a fund-raising book? No, you’re talking about relationships with reporters? Yeah, yeah, and no. So, i mean, i know it’s. Just that relationships are important and the personal note goes above and beyond how many personal. You know how many personal handwritten notes would you get in a month? You know what? The chronicle of philanthropy? Very few. But you know what? Average it’s a stand. And it stands up, you know? So he’s going to get rid. Exactly, write something stupid in your hand written note. You know, it’s still gonna end up in the garbage, right? So don’t try anything stupid, but, you know, you can stand out absolute waste. And that z very, uh it’s perfectly consistent with what we say about dahna relationships, absolutely for fundraisers sends the personal thank you note from a boardmember or something? Yeah, the personal notes, the thank you’s are really crucial. Azan example on dh this has happened fairly recently. One of the clients i work with, you know, is looking to build relationships with reporters who cover philanthropy in wealth. And i’ve reached out to a really prominent ray boerner, who covers wealth and have built a relationship with him without ever actually pitching a story to him. Yeah. So, you know, i sent along a couple of of story ideas to him and explain to him who i was and who i worked with and how i could be helpful to him. And we had a bit of a back and forth, and it got to a point where he actually reached in some of the email back and forth, he finally reached out to me and said, hey, i’m working on the story. Do you have any people who can who can be quoted and and i got back to him with three people home run, yeah, he’s asking you, he’s asking me, and then on top of that following that and, you know, actually delivering on it and him getting the sources he wanted. I got our email back afterwards where you actually i thank him for the story and he replied back and he said, you are now in the pantheon of pr people whose emails all open every time. So if grand slam, if you can deliver on that, you can you can move yourself into that pantheon and and that’s way more valuable than that would’ve been way more that one relationship is way more valuable than me putting a release out on pr newswire and hoping it gets picked up a thousand times more. See all these ideas in the book you got to get the damn book that’s just the point where we can’t cover everything in an hour. It’s modern media relations for non-profits just buy-in panepento incur. Just get the done thing let’s see? Okay, little moron earned media. That was some good in the media for us, right? They’re actually very good. It wasn’t e-giving, but nobody. You’re welcome, but nobody listens to this show way. Have over thirteen thousand. Um, let’s. Stick with you, peter. Peter p on on beds writing your you can write up ed. You’re writing on spec though you might spend a lot of time. It may not get printed, but it could be valuable if it if it does absolutely, you can be purposes. That’s, right? Ok. Writes a little opera. Okay. So op eds. If you’re not familiar with what i’m not, that is if their opinion pieces that are written by outside writers. Thank you. You’re a newspaper keeping me out of george in jail. Well, my own show. I have jack in jail and i think it’s interesting s o, i’m about to put out an e book on top says, and we’ve had a really hard time titling it because way can’t assume that anybody knows what an op that is so it’s kind of an internal struggle i’m having right now too, but ah ah lot of people think that op eds are kind of ah dinosaur thing of the past that they don’t really exist anymore, but guess what? Newspapers are still running them, and in fact they’re probably running more of them now because they have smaller staff, so they’re actually looking for more writers to contribute to their pages. So if you’re actually looking to advance an idea or, you know, advance an issue trying to, you know, build awareness about, you know, health care and you’re in your community or some kind of gap there, this is an opportunity for you to build a, well, a statue, you know, well crafted argument written by a thought leader in your organization, your ceo, your executive director, you know, the head of whatever initiative you’re working on and and use that space is a is a a place to kind of articulate your argument about why that issues important and what’s being done about it, or what people can do about it and a cz you noted the great value of that, you know, there is competition for these so you you’re writing these on spec your you may send it into ah paper, and they may not pick it up. The op ed page is limited space, right? Exactly if it does get picked up. Wonderful, right? You’ve gotten you’ve gotten in there if it doesn’t get picked up now you have a piece of writing that you can use for other things, you can use it on. You’re on your own media, you can use it on your website. You could put it in an appeal to donors. You can put it in your annual report. You khun it’s, it’s, not wasted effort. You can you can do something else with it. And the great thing about the era of internet journalism now, too is if the if the peace does get picked up before you know, twenty years ago you pick up the newspaper, you’d read the op ed that day and you throw it away. Now it lives forever online and when people are searching on that topic, your op ed might show up six months later and you might win a new supporter. You might, you know, no, get somebody who wants to learn more about your organization and joined your email list, you can get lasting value from these now internet there’s. Also some services is that you can use teo to find out what generalists are working on currently, as they’re trying to source. Haro is one help a reporter out profnet say little about those would you please sure the one of the big things that we really try to emphasize that help people find you. So a lot of times reporters are working in a silo like peter mentioned before, they have us to worry they have a story idea whether they’ve pitched it to the editor of the editor, came that i really love you to write a christmas story about non-profits in the area, i get that i get that a lot, and so here they are. You know, out here looking for sources. Finding people on facebook is a really great way, but there are services like said president, helpful reporter out sourced bottle on pitch rate that you can, you can say, you know, here here we are, here’s our mission and we can provide stories on this particular topic so you can go forward and really and thinking about your strategy think about what stories you want to share. I worked with a community that serves families who are facing homelessness, and they wanted people to know what that looks like, and they wanted to challenge this stereotype. So when they had an opportunity to connect with reporters over the holiday, they really share different stories about who was living in their community and why, and that was great for them because it was a really empowered story versus just having an expectation that you’re only is gonna work out the way you wanted to. We have just about a minute before a break internet so we’re gonna spend a lot of time after this break talking about great goal oriented, responsive, empowered, appealing and targeted for your media strategy started start us off with goals, and we’ll have plenty of time. The finish up talk more after the break, we’re gonna start with what your advice around setting goals for your strategy? Well, i wouldn’t say start with your with your team, so you know what if whatever role you’re in and you’re reading this book, i mean, we wrote it so that it could be helpful before members of your communications staff eighties, but really start with city now with her team and talking about what is your goal for your media relations strategy? That’s a measurable outcomes like you would for a grand opportunity and think what what comes out of that conversation? It’s really simple, but not something that people take the time to do in their non-profit daily work, you have some sample? Ah, couple of sample goals you can share. Yes, one of the big goals we talked about that before, with the with the community college i worked with was, do they really sell student enrollment going down? And they thought, has only increased enrollment, so their media relations strategy goal was to show that, you know, other that, you know, you just have to be a high school student high school graduate coming directly to the community college. They wanted to emphasize that college was open and welcoming to also they said, oppcoll around that i’ve also you know, i’ve had a personal goal of my last organisation, i work for housing non-profit that kept getting mistaking for the housing authority that our goal was just for people to know our name was a big old fred. All right, we’ll take, uh, take a break. Weather cps it’s personal now heat coach doom he’s a partner. You heard him on the four hundredth show just two weeks ago. Check out the firm, then talk to him. Very good guy. He’s no pressure, have you? I don’t know if you have you ever even heard of a high pressure sepa? I’m not sure that exists, but dahna you will listen to what your needs are and then he’ll tell you whether they can help you. They are wagner, cps dot com to start and then talk to him now. Time for tony steak, too. While there is a lot of talk about millennials, including on this show covered in many times millennials, donors, i’m pursuing baby boomers. I’ve got a different perspective. If you’ve got donorsearch or sixty and over, you need to promote plan gift to them that’s gift in their estate and retirement plans? I’ve heard it so many times loyal donor-centric boardmember they’ve been giving for fifteen, twenty years, maybe more, they die and there’s nothing in their state plan for the organization, everybody expected it, you know, people are saying we just assumed it would be there, but it’s not there they were never asked. I hear about it because it’s often the reason that people initiate contact with mito to start a plan giving program because they’re so disappointed about this, this gift that you expected and wasn’t there and they don’t want to repeat that they’re competitors are asking, your competitors are asking the other non-profits it might be a small community and, you know, they’ve found out that there was a gift to another organization in their will in the community that hurts a lot, but they were left out on against that they didn’t ask. So it’s it’s really not? You know, millennials versus baby boomers uh, you don’t you might very well need to be promoting to both, depending on what your causes and who you don’t what your donor looks like, but, well, the headlines and webinars you know often are going to millennial. E-giving i’m paying attention to baby boomers sabat there’s a north an enormous amount of wealth in that generation, and they are generous with it, and that creates potential. My video says a lot more, and that is at twenty martignetti dot com let’s go back to peter panepento and antionette car who are with me talking about their new book, modern media relations for non-profits, um, answer that we were talking about goals, the g and great, um, you need to identify who you want to be pitching once, you know what you want to do you to identify, you know, who you’re what, your audiences, right, who the right journalists are absolutely, and i need to pitch with purpose. So instead of spray and phrase talk about know, how do you how do you actually pitch with purpose? And a lot of that piers talked about with your delivery of, you know, sitting a press release but also sending a personal note or pitching or approaching them even when you aren’t necessarily pitching your no, i’m agreeing with you and cut you off there no, no, absolutely absolutely that’s that’s part of our goal oriented basically it’s what’s. Your game plan? What we’re asking people, you know, what do you each year you should sit down with your non-profit and say, what’s our game plan with our media relations strategy? You some people call it a campaign, you want to look at it that way, but that is important, and it can it can enhance what you already have going on. Maybe you’re having a big no anniversary fundraiser that really wants some great media attention around that. This could really help you with promoting your fund-raising strategy well and go hand in hand. You need to think of it as something long term to write a relationship building like you were saying, peter, absolutely, and in setting the goals, they’re really not goals there. Not so much goals for your media placements, but as much as their goals for your organizations and you’re connecting your media strategy to your organizational mole. So it has the huh? The maximum value free organization if you’re only able to invest, you know, twenty hours a month of media relations let’s, make sure we’re investing those twenty hours a month on something that’s actually going to move the needle for the organization not just necessarily get you media hits for the sake of media and in the in the immediate term, right? Like, you know, if you if you’ve got your, uh, let’s say you got a milestone anniversary. So you got a fifty if their hundredth anniversary coming up, you know, the time to think about your media strategy is not two weeks before the big gala celebrating the anniversary, right? Yeah. It’s, like, eighteen months before of the anniversary. Osili abila start building those relationships like you’re talking about exactly what you want to build the relation in ships, and then you actually want to think about all right, we have we have one hundredth anniversary coming up. What do we want to? Not only not only do we want to celebrate that, but what do we want that to say? What message do we want to come out of that? Who do we want to reach with that message and having some clear goals around that that actually kind of advanced the work of your organization, you know, really gets you off much bigger lift from the effort and the investment that you are putting in the media. In the in the end. And it requires more thinking and and work up front. But it’s going to lead to much better results. And i think. What? What always gets me and and i understand why it happens is is a cz you noted like you don’t you don’t just make it an afterthought two weeks before the event. Oh, no, we’ve got to invite the media to this that’s. What leads to those cookie cutter press releases? They don’t get into any impact, but if you are actually building the relationships, you’re thinking about what the key messages are your thinking about how they connect to the reporters you want you want, you actually want to connect with, ah, that time is really well spent, and you probably actually ultimately wanna spend less time chasing stories than you. You you are if you’re just kind of doing the dahna oh, no, we need a press release conversation two weeks before that, and you’re also so much more likely to have a positive outcome absolutely and less frustration, absolutely absolutely the are they are in our great is responsive. Does this mean that our media strategy should be responsive? We’ve covered a little this already in the conversation, but really it’s about making sure that you’re not just pushing things at a reporter that you’re being responsive to that reporter’s needs and what here she might be working on. So it’s it’s really media relations there’s two words in it there’s media, obviously, but there’s relations it’s it’s building that relationship on dh kind of being attuned to and responsive to the needs of that reporter that you’re tryingto work with. So it means it means being available, it means, you know, helping connect them the sources it means sometimes actually saying we’re not the best source for you, but let me connect you to somebody at another organization who is on, and it also means to having some basic information on your website and some other places that are actually helping a reporter when they’re on a deadline, connect with you and get the information they need. So we talked a bit about the fact that a lot of non-profits don’t have, you know, a media or a pressroom page on their web sites, and if they dio, they may include a bunch of press releases there, but no contact information for for their media person on dh having been in that reporters share and looking for sources if i can’t find your media contact. Or a place to to connect with you. I’m going to move on to the next organization s o being responsible in some ways being proactive, too. It’s, you know, it’s it’s having some of those basic kind of, you know, building blocks in place to make sure that you’re you’re responding to the needs of the reporters. Internet let’s say little about this flesh is fallible, but in terms of deadlines and you know the urgency that a reporter has when they’re on assignment first, let me ask a basic question is this i used to learn back when i had relationships with people like stephanie strong at the new york times who once upon a time had the new york non-profit beat in the times that ten a m was a critical time like that was a deadline time for a lot of newspapers. Is that is that anachronistic maya dinosaur? Or does that there’s something like that still hold true? I know you’re not a dinosaur at all. I would never say that. Hee hee. I never say that, but every publication as their own deadlines and that’s another thing that speaks to what? What peter mentioned. Understanding the reporters deadline and i love whenever i reach out to people and they say what’s your deadline because they know that they’re going to try to help me keep things moving in a timely manner. That’s a good question, and one that might impress your reporter friend of what you just did. And the other aspect of this being responsive is that when the news breaks that might be related to your organization, one particular organization talked, and we share this example in the book about how there was a domestic violence situation, unfortunately, with nfl player in there state that really launched this conversation about domestic violence, and they responded, but, you know, when you’re where they call newsjacking you have to be ready to go on dh and be prepared to be the scout leader for the person leading the conversation and really no sharing why this particular thing that happens, your organization have been working with families to help ensure that that just doesn’t happen. So they were i mean, you know, when reporters call you calling back, understanding their deadlines, but also if you wanna happen, teo a popular topic in news cycle reach out to a reporter and say, i know everybody’s talking about me too, here’s, how our organization within that conversation and that’s what newsjacking is ok, just try and keep you out of jack in jail. You’re paroled, okay, but longs to explain the term newsjacking alright, so it’s taking advantage of what’s happening in the news, right, and seeing how your organization fits into it and can lend its expertise to the conversation. Absolutely. Okay, um, okay, okay. Um, anything else about well, events? Yeah, internet hyre peter. Peter was talking about events, and, you know, the ubiquitous gala press releases that he would see, but but hey, touched on this little bit. I want you to flush it out for me. If there is something newsworthy about your event, then, you know, highlight that, like he mentioned, uh, maybe a celebrity attending or something like that. Absolutely so that’s a good way to get the media out, offer them a media representative of a time before or after, where they can talk to the celebrity or the expert. You know, i’ve seen a lot of people successful when they had data report, and they offered this expert as they made it relatable to a community need, and then they offered an expert who will interview we do have a section where we talked about what to do to make your event we’d hear friendly, yes. So having been on the other side of that, you know, it has been a challenge with reporters show up everybody’s busy at the gala for the event, and, you know, things are hectic and the reporter shows up looking for the executive director, and no one can seem to find that person who was it? Who was the media contacts and doing something as simple as making a little place where you tell the reporter here’s where you could check in is nice and important, and you really don’t want the reporter roaming around, you know, in some cases talking to random people, so i went to one of it. And i assure you that i was there on assignment and never find anybody who would take the time to talk to me, so i went back and told my editor, we weren’t covering that story. So that’s that’s really, you know, one thing that people don’t think about that think about it in the media there when they’re they’re sometimes they are prepared, so we talk about how to how to make your event media’s really before, during and after the event and share some of your coaching tips for for when they are talking to the executive director ceo, the person may not be so media savvy. You have you have a lot of tips in the in the book share a couple of those for coaching in advance to prepare so coaching and prepare. You want to make sure your media person is on message that’s part of that goal conversation. So, you know, whoever is responsible for coaching the scout leader, that could be a boardmember a lot of times it is, and, you know, that’s, even worse, they don’t do work on the day to day basis, so you want to give them the key. Points, and he did don’t overwhelm them with information, but maybe even a sheet to say no if you get stuff, bring it back to this message and bring it back to this place. I recently experienced that i am on a community advisory board, so i was in that position where our public radio stations and they had a white board and the communications director was like, ok, tell me why you like public radio, and then she would tie it to key messaging, lifelong learners. So she said, well, just keep saying lifelong learners get stuck just say and i’m a lifelong learner, so that was messaging that they wanted to promote it fit within something that was very comfortable for my story and that’s a tip that i also get two people to make sure that that you give them some practical tips. But i’m not why they why they like being a part of your organization that they’re boardmember if there is the executive director, make sure they’re not doing day to day work, they’re busy thinking differently. Make sure they have a personal connection to the story. Peter, you can probably give tips for foundations. Sure, yeah, absolutely. And, you know, it’s really about kind of both preparing the spokesperson or the leader for with, with what those key messages are, but it’s also kind of preparing them for what to do when they don’t know an answer to something, and in some cases it’s, it’s, it’s, even them saying, you know, i actually don’t have that information in my fingertips can i have? Can i have somebody follow up with you after the interview, or can we send you some more information afterwards? A reporter often, especially when they’re dealing with non-profits isn’t out to get you, you know, they want to get accurate, useful information, so though they’ll respect that and and and if you don’t know an answer to something, just say you don’t know an answer something and yeah, by the same token, you talk about the hot mic problem and the fact that anything that a reporter hears is fair game unless it’s explicitly off the record. Yes, there’s there’s tons more tips. Yeah, no, i think the one thing to keep in mind, though, is that anything you actually say can unless it’s it’s agreed upon between you and the reporter that it’s off the record and they can’t use it it’s fair game is shooting after they put their notebook and that the men away. Some of the best stuff i ever got as a reporter was after i put my notebook, you know, i closed my notebook and the doug, and it wasn’t deceptive at all. The people let their guard down a little bit, and they start talking a little bit more contemporaneously, and then you go in, the reporter might go back and say, oh, hey, do you mind if i write that down or can you can you talk a little bit more about that kind of make it give them a signal that there are they actually are still on the record, but but always assume when you’re talking to a reporter, when you’re when you’re sitting in front of a microphone like i am right now, that it’s getting picked up way have a president who knows that very well right now. All right, so you know what you say in the presence of a reporter is is on the record, and there are a lot more tips about coaching your ceo. We gotta take a break, tell us you’ve heard me say the test. The tellers, moughniyah, lt’s, tell us, moughniyah, lt’s from from charities that referred companies for credit card processing and air. Getting that revenue each month, and from the companies who are using tello’s. Four credit card processing can use more revenue that long stream of passive revenue. You’ve heard the tell us. Moughniyah, lt’s. Watch the video it’s at tony dot, m a slash tony. Tell us now, back to peter panepento and antionette car. Let’s, move on because we’re going to cover the whole word greek and there’s there’s more about were jumping around. We’re jumping to different parts of it a little bit as well. Just gr yeah, it comes e what do you mean, jumping around this a planned? Well, i mean, we’re kind of covering a little bit of empowered with some of the other things we’re talking about, okay? That’s what i’m saying? Yeah, you’re staying on target antionette hyre assault so anarchists but oppcoll look, i’ll keep you on a message, all right? I’ll help you with your media strategy, your media messaging. Okay, so yeah, there’s a lot more about being responsive. Just get the book for pizza. Alright? Empowered the ian. Great empowered what do this mean? Peter it’s really about kind of owning your message and being proactive in your in your in your work with reporters and wave touched on this issue at different points in the conversation here, but it’s really about not waiting for things to happen to you, but kind of being in a position where you’re where you’re taking an empowered and proactive role in talking about your organization and reaching out to reporters in showing up in the places where where they are so it’s not just again sending emails and press releases its making sure that your, you know your web page has the right information it’s making sure that yes, your own properties? Yeah, you know it’s actually properly it’s it’s, it’s identifying the reporters that you care most about uncover your beat following them on twitter and, you know, retweeting their messages and doing things they’re so you’re kind of showing up on their radar screen and getting their attention that way. It’s it’s really taking the steps that you can in little and big ways to to make sure that that, you know you are showing up and you are kind of putting yourself out there and all the places that really that really help your organization get a story told in the media also, if there’s some placement and it’s inaccurate o r you’re accused of being fake news or you have some rights in this process, absolutely too, and being empowered is recognizing what to do when when this story is wrong or, you know, you feel like something is mischaracterized you feel like somebody’s misquoted. They got a fact wrong, it’s it’s knowing that you have some tools in your toolbox to ask for a correction to run a write a response letter to the editor to take steps to actually own your message. Even in the cases where part of the story was missing or keep perspective was missing. Your organization’s left out of a story that you feel like you should have been in, you know, knowing that you actually have a right and and, uh and an ability to actually advocate for yourself and try to right those wrongs. And we have a lot of tips on how to do that. You also have advice on positioning your organization. Somebody within your organization is a thought leader. Yes. Power say little about s o and an answer not. And i both weigh both work on this issue quite a bit. It’s it’s. You know if and and ties back to your goal. Let’s, say your goal is to position your your organization, your community college as a place for lifelong learners. For people who are nontraditional students having and and by doing that one of the things you decide you want to do is you want to get the message out that there’s value in education in your thirties, forties and fifties, for instance, having an expert on your staff being kind of the voice for that issue, who’s out, advocating and talking about that in your in your own media, but also in her new media is really valuable. So having tony martignetti, the expert in our college, on lifelong learning and looking, you know, for opportunities for him to write op eds for him to be a voice in coverage of education around that issue. You’re branding a person and your organization is a thought leader, but by extension, you’re raising the profile of your organization and building relationships that will get you more media coverage and get you more attention from prospective students, prospective donors and others. There’s a lot of advice in the book about how to position yourself, how to make yourself ready, making organization ready for for to position yourself as as thought leaders plus thank you for the the durney talk pretty when he says my name martignetti martignetti three italians and thank you for that. Yeah, i should have made it about playing, giving. All right, because that’s where your i was going to admonish you that on very shortly start for our last break text to give mobile donations made easy, it’s, simple, affordable, secure. While i was on their sight for a few minutes last night, donations were popping up. The window pops up. Tells you with new donation the ten. Twenty, there are multiple fifties, there was a fifteen hundred donors are using them. Text npr to four, four, four, nine, nine, nine for info on text to give and to claim your special listener offer. Got about six more minutes for your media relations strategy. Internet let’s. Turn to you, teo. Talk about the r is appealing. Your media relations strategy needs to be appealing. What do you two mean there? So we spent time interviewing other journalists about what they would like to see. Not just based on our experience, but we interviewed other people about what they wanted to see in covering non-profits and here’s. How that chapter came together. People told us what they what they wanted to see impressively. The list of them against the elements of a really good quote. I mentioned it. Earlier that people didn’t want to see, you know, great jargon were like, you know, since, um, you know, very it sounds like the official statement of the organization in the quote, but they were looking for something a little bit, you know, when one reporter described it exactly, like, give me something sexy and so that’s how this appealing conversation came about, and the other thing is visuals, a lot of people are under pressure, they might have one photographer that is going to cover breaking news or that that is really important because they high resolution, high quality photos and in some cases, officially, in the television side, videos for the website there’s a pressure we heard from television reporters to have other content on the web site outside of the interviews so that the media source can run that. So having me visuals are very appealing to people, and they’re very helpful when you’re covering something like data and report like, you know, some of us who like that, you know, like reports, but of others in immediate really need to know what’s appealing about your report, so having a very cool executive summary and maybe some really great brand messaging will be helpful. You know, something colorful, even a cover, read it and just spending that in your press early. So those are some of the things we talked about, and we also talk about if you are able to do that, it might be time that hyre announce that resource. So that’s, a question that came up for a lot of non-profit that we interviewed, like, when do we know it’s time to invest? We don’t have this ability to make it appealing or the time in our wheelhouse. So we just give some examples of when you might want to invest in and out, that a company that can help you get placement in coverage, like a turn to that, that that is a really question for non-profit. A little piece of earned media there, like like a turn, too. Yeah, turn hyphen to dr dot ceo that’s, right? Wow, yeah, yeah, bookmark it, everyone. I tell you something else. Ah, on appealing visual. Yeah, you sent you say in the book on lee on ly fourteen percent of the press releases that pr newswire hosts have have anything visual on them, even though it’s a very good idea was, like fourteen percent or doing it so you could be in the and you could be in the eighty sixth percentile. If you just start doing some writing, you’re having some visuals that a publication can not only get the attention of the reporter, but they could run with a story they might cover gives you a bit of a leg up having a photo having cem cem, you know, nicely produced infographics for report. You have those things actually can help tip the scales for you in a really big way, a little known secret at the chronicle, and i’m sure stacey palmer’s either going to be very happy or admonished me afterwards for saying this, but they don’t have a staff photographer at the chronicle philanthropy almost all of the photos they run, they either have to hire out or they get them from non-profits that air cover that that they’re covering, and having been inside the chronicle for years, um, you know, often it would fall on the reporter to actually find photos for a story and guess what if if i know a non-profit has an interesting perspective, and they have a great photo that could go with my piece and i and i and i know i can check that off my box and get that done, you know, i’m going to spend a little extra time talking to that non-profit making sure i can work them into the story because now i have a photo to go with the story so ah, a little piece of tip if you’re trying to get the chronicle, have some good photos available for him. Stacy problem, of course. Dropping names. She’s, the editor in chief? Yes, yes. Alright. Antionette i’m going to turn to you with a little bit of pressure. We just have about a minute. So would you explain targeted, please? I will indeed. We talked about it already in the we mentioned that somewhere in the goal oriented section again, this is identifying relationship. One of the things we talk about, we give an example of a non-profit that really had some great media coverage to a podcast that was related to the topic, so they work in the areas of george preservation, and they connected with george preservation podcasts and it’s the best media coverage they were able to receive, they were ableto have fun donors and boardmember through this relationship. So, you know, taking some time to sit down, we call it modern media relations because a lot of the other books were out before podcasts were even popular, but we really try to challenge people to think about a targeted strategy. And where is your audience? The best audience for you and your non-profit work? Yeah, i’ll give you thirty seconds on targeted. Yes. Oh, this podcast is example of that. Antoinette and i you know, when we were mapping out our media strategy for this book, we targeted a few outlets that we thought were really valuable. They were the outlets that reached non-profit leaders and folks who could benefit from this book. And guess what? You were on that list by implication buy-in non-profit radio is a valuable resource, absolutely. Bye. You know, we didn’t send this to folks who covered the textiles industry. We sent it to folks who cover non-profits and we were really targeted and who we knew we reached out to him. He’s peter panepento you’ll find him at turn hyphen too. Dot ceo and at peter panepento and she is antionette car at bold and bright media dot com and at the right folks w r i t internet peter. Thank you so, so much. Thank you. This was great pleasure. Thank you. My pleasure, antionette next week. Not sure have ever let you down, though, except for that one show on fermentation. But that aside, if you missed any part of today’s show, i beseech you, find it on tony martignetti dot com, responsive by pursuant online tools for small and midsize non-profits data driven and technology enabled. Twenty dahna slash pursuant capital p weinger cpas guiding you beyond the numbers wagner, cps, dot com bye tell us credit card and payment processing your passive revenue stream. Tony dahna slash tony tell us and by text to give mobile donations made easy text npr to four, four, four, nine, nine, nine. Our creative producer is claire meyerhoff, known to these teo co authors sam leaving, which is the line producer. You have to get the book to see how they know her. The show’s social media is by susan chavez. Mark silverman is our web guy, and this music is by scott stein of brooklyn. Be with me next week for non-profit radio. Big non-profit ideas for the either ninety five percent go out and be great. You’re listening to the talking alternative network, waiting to get in. Thank you, cubine you’re listening to the talking alternative net. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down? Hi, i’m nor in something potentially ater tune in every tuesday at nine to ten p m eastern time and listen for new ideas on my show. Beyond potential live life your way on talk radio dot n y c hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com. Are you into comics, movies and pop culture at large? What about music and tv, then you’re in for a treat. This is michael dole. Check your host on talking alternative dot com. I’ve been professionally writing comic books, screenplays and music articles from fifteen years. 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Nonprofit Radio for August 13, 2010: Exploting Traditional Media: What is your nonprofit story?

Big Nonprofit Ideas for the Other 95%

You can subscribe on iTunes and listen anytime, anyplace on the device of your choice.

Tony’s Guests:

Peter Panepento, web editor, The Chronicle of Philanthropy and Sara Dunaj, account executive, CRT/tanaka PR agency.

Topic: Exploting Traditional Media: What is your nonprofit story? How to get yours told

There will be a link to the podcast posted here after the show.

This Friday from 1-2pm this week and every week!
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Durney durney dahna hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host tony martignetti last week, we looked at traditional sari last week, we looked at social media using social media, building community networks, online community, using online fund-raising the person to person fund-raising this week, we’re looking at traditional media, my guests are going to be peter panepento, whose web editor for the chronicle of philanthropy, so he’s got on interesting mix of traditional media but doing it in the non traditional sense he’s, their web editor, and we’ll talk about the non-profit story. How that’s been changing what he sees it becoming and what’s interesting to the chronicle how the chronicle is a resource for small and medium non-profits our audience and at the bottom of the hour i’ll be joined by sarah din, eh? Sarah is account executive for tanaka agency and does public relations for non-profits and has a non-profit background herself. So this week, it’s traditional media howthe story is evolving and how you can get involved where pre recorded this week so i won’t be able to take your calls will be live. Next week, though, on the twenty third, but there is a contest name the number i want to find a way to name our calling number, which is, um eight seven seven for eight xero for one to zero again, we can’t take calls this week. We will be taking calls next week, but go to our facebook page, the facebook fan page at tony martignetti non-profit radio and joined the contest name the number to find a way to remember that number. Using the letters that correspond to those numbers, please go to the facebook page. Tony martignetti non-profit radio beacon so search on facebook just search for non-profit radio you don’t have to remember how to spell my name. Start searching for non-profit radio and the fan page will come up. I’d be grateful if you’d like us, join us as a fan on the fan page, click like we’re going to take a break now and after the break, my guest peter panepento, will join us. This is tony martignetti non-profit radio co-branding dick dick tooting getting ding, ding, ding ding you’re listening to the talking alternate network you waiting to get you thinking? Cubine are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam lebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. I’m tony martignetti, the aptly named host of the tony martignetti show. Big non-profit ideas for the other ninety five percent. You’re non-profit is ignored because you’re smaller medium size. But you still need expertise and help with technology fund-raising compliance, finance and accounting will look at all of these areas on the tony martignetti show. Big non-profit ideas for the other ninety five percent on talking alternative dot com fridays one, too. Talking. With a little. And something heinous way. Boedecker we’re rather a mess. Well, a little. And some money. I’m tony martignetti you’re listening to tony martignetti non-profit radio on talking alternative broadcasting, talking, alternative, dot com small and medium non-profits have a home here if you feel you’re ignored, perhaps by the media, and we’re going to talk about how the chronicle of philanthropy doesn’t want to ignore you and want you wants to reach out to you, but if you feel you’re ignored by maybe consultants or just the non-profit community, because you’re a smaller organization, small and medium size, you have a home here. Tony martignetti non-profit radio big non-profit ideas for the other ninety five percent sent i’m going, i’m joined now by peter panepento, web editor for the chronicle of philanthropy. Peter welcome, thanks for having me on tony. My pleasure. Welcome to the show, peter, why don’t you tell the listeners a little bit about your background in journalism and and you’re interesting non-profits sure i’ve been with the chronicle of philanthropy as a full time staff member for about four years now. I came here as a senior reporter who covered fund-raising and later irs issues, and when we, when we really committed off full board to the web about three years. Ago, i took the title of web editor, where my role has been to really rethink the way we present news online and expand what we dio to prevent to present what we d’oh to the non-profit world in some new and really community oriented ways. So i’ve been working over the last few years, both teo kind of re imagine the website, but also to expand our content. We’ve started a number of podcasts and blog’s and video siri’s and and other features that are aimed at really taking what we’ve been doing for print for more than twenty years and really blowing it out and opening it up and making it more accessible to the non-profit world online, your role then is to bring traditional media online, and i know the chronicle has done that in a lot of ways that you touched on let’s start just what do you see as the non-profit story? What interests you as web editor? What interests the chronicle about the non-profit community? Well, what we’re really trying to do is is the non-profit community is so large and so diverse, we’re really trying to serve much bigger piece of it than we’ve ever, ever been able to do in print before. What what’s happening online is it’s giving us the opportunity, thio more people, a voice and create a lot more conversations online, and by doing that, we’re able to not only report and deliver the news, but we’re also able to get a lot more people having input in in in what we’re talking about, able to ask a lot more questions and able to share a lot more information with each other and what stories specifically or what angles are interest you and the chronicle. Well, we’re interested in a number of things, probably the biggest thing is is we are really interested in trends and and looking at information and what’s happening in the world that that somebody who works in the nonprofit world can then turn around and apply to what they do every day unlike, you know, your local newspaper tv station, which is really aimed at delivering news to the to the to the whole community and the whole consumer. We really we focus on what is of interest to people who work in the nonprofit world. So we tell our stories in that way. Instead of instead of reporting something, too uh, you know, to ah, you know, a wide audience we really try to focus in on information and in a language and in a delivery way that, um, if you’re working for a small, medium or large non-profit group, you know, we’re talking to you and we’re delivering information to you. So really what interests you as a reader as somebody who works in the field and who cares about the field is what interests us and how that interest can be used and benefit and the larger community can benefit from it the larger non-profit community competitive, absolutely so you know it, we’re not necessarily interested in the fund-raising event that you dio on its own in the same way that you would be telling that story, too. Ah, local newspaper editor, for instance, you’re probably trying to get publicity for the event itself. What we’d be interested in is what’s unique about that an event and what could somebody else you know, who works in the field? Learn from it? Are you doing something different with it? Or is there a tactic or a technique that you’re using that? Ah colleague halfway across the country might be ableto read about or or or listen to samen formacion about and then turn around, defy it. What they dio you mentioned accessibility, making the chronicle accessible, and what i think is remarkable is people can follow you, for instance, on twitter. Absolutely, absolutely, um, you know, for many years what we were was a pass around publication, we were a newspaper that have delivered it, delivered to your office every two weeks probably do your executive director, your development director, and then got passed around the office, and by the time i got to you, if you were depending on where you were on the totem pole, you might ah, you might be reading it of, you know, three or four weeks after it came out. Uh, now the level of communication with us is so much more personal and rial time. Like you said, we’re on twitter, we were under the handle at philanthropy, and i’m on there throughout the day, answering people’s questions, posting links to our stories and communicating with people through there we have ah, facebook group actually have to facebook groups one called philanthropy dot com and one called the chronicle of philanthropy, and we were talking to people there where i’m linked in now we’re on youtube. Um, and we’re also on the website really were trying to respond to people were opening up, uh, sections of the site for people to submit their stories and their ideas. Oh, and and really start communications and conversations that way. Um, one example of how that’s changing is is a feature we’re doing right now called fund-raising videos that work and what it really is it’s not us doing the reporting it’s you doing the reporting? If if you work for a nonprofit organization and you’ve done a pretty cool fund-raising video that you think others can learn from, you submit the embed cup code and some backstory on our prospecting block, and we we put it out there so people can can watch it and critique it and learn from it. Peter, we’re going toe dive more into some of the the ways that the conical is is reaching out. You’re listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. My guest is peter panepento with the chronicle of philanthropy peter is the chronicle’s web editor peter? How is you started talking about video? Let’s talk about some of the ways that methods of getting the chronicles attention of submitting a picture or a story to the chronicle has has changed? Absolutely well, all the all the avenues i’ve talked about in the last few minutes are actually ways that people are pitching us stories. Now i get i get messages from people on twitter almost daily, with ideas and links to things that they’re doing, that they think are of interest to us and and often that leads to stories if somebody is is has something unique and creative, and they reach out to us in any one of these social network it’s getting my attention typically and or, um or, um, passing it on to another reporter editor here tto vetted and see if it’s something that’s of interest. Peter, is this limited to what we’d consider large? Non-profits oh, absolutely not at all on drily what we’re hoping to do is is make a lot of what we do accessible to the smaller and medium group, because those are the groups that really need the information the most. Um and and again, before you know that the newspaper was something that you you had a subscribe to and pay for, and we still hope people do have because that’s what keeps us in business, but ah lot of what we do now is is free online, and hopefully those are things that are that are useful resource is two people and become gateways for us to engage with us in other ways, too, i think there’s a lingering perception about the chronicle and clearly you’re describing ways that you’re trying to defeat that perception. But i think the lingering perception is that the chronicle is just as you said, something that you subscribe to and it’s really only for the largest organisations, right, right? And that and that, i think, is a perception we’ve had for a long time eyes that you know, where the were the pay paper for the large organization or were the paper that your ceo reads. But you know what we’ve always had and what i think we are doing now in more ways than ever before is providing information that really anybody in the field can can benefit from and learn from. And apply to what they do each day. Let’s talk about some of the ways that organizations can sort of get your attention can submit you started to talk about video fund-raising videos that work, why don’t you flush that out for us? Sure, it started out is basically something that sprang out of a feature we did for the paper on some effective fund-raising strategies, and one of them was a college that it self created its own video as junior at a college in pennsylvania had created a video in house that that ended up raising quite a bit of money for the organization. And rather than just putting that example out there, we decided that it would be interesting, too. Um, i put a call for other organizations that have produced videos on, you know, and almost on a shoestring budget, teo, you know, give us an example of the video show us what it looked like and what you were able, tio, what you were able to do to promote it and how much money you raised, and we’ve been getting a number of responses from that. I just i just attach my email address to a basically and said, if you have a great video that you think others can learn from, you know, send me a note, explain what you did and send me the embed code and we’ll you know, we’ll promote some of these on the web site we’ve been doing that on our fund-raising log, which is called prospecting, and we’ve gotten a number of submissions one was from a small charity in new york called youth renewal fund, where their communications person basically used nothing but stock images from, uh, from, uh, from a photo sharing website called i stock photo uh, and she produced this video with music and text for a few thousand dollars, and ultimately, um, the video itself has raised many multiples of that since then, just by showing it to their supporters. And what we’ve been able to do with the blogger is share stories like this talk about how they put the video together, how they marketed the video, who they showed it, teo and what the results were and what they’ve learned from it, and we’ve been able to get some rich conversations going that way we’ve done the same thing with, um with direct mail fund-raising letters. In that case, people are submitting their draft letters to us, and we’re posting them and we’re you know, we’re asking for a critique from the larger non-profit world. So you, khun, uh, submit ah letter that you’re working on or struggling with and get really almost a committee of your peers from around the country, too. Submit ideas for how you can improve it. Peter will talk more about the sort of a peer-to-peer analysis after the break. What strikes me is that the video submission started with juniata college, not columbia university or stanford, and you use as an example on organization called youth renewal, not american cancer or american lung small and medium sized non-profits benefiting from the resource is at the chronicle. This is tony martignetti non-profit radio. Peter panepento, web editor of the chronicle of philanthropy, will stay with us after this break. You’re listening to talking on their network at www dot talking alternative dot com now broadcasting twenty four hours a day. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s two one two, seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. 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Dahna arika hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com. Duitz you’re listening to tony martignetti non-profit radio i’m your host, tony martignetti. My guest is peter panepento, web editor at the chronicle of philanthropy. You know, it’s important that you not think that this is an infomercial for the chronicle of philanthropy. The reason i invited peter is that all the resources were talking about our free and on the web and accessible to small and medium non-profits and that’s, you that’s our audience. You have a home here. I want you to understand that this is all very accessible to you, as peter has said, and it was my idea to bring peter so that you could get a sense of how the chronicle of philanthropy website can help you at small and medium size non-profits peter, you’ve been covering fund-raising and non-profits for some time. How do you see the substance of stories having changed over the time that you’ve been covering this beat? That’s an interesting question i think we are and and others are really because of the number of people that are out there now writing about these things. I think it’s really raised everybody’s game. The internet has really made it possible for people. Who, uh, work in the fund-raising field to really have their own voice and, you know, have their own blog’s or have their own twitter accounts where they can dispense advice and share ideas. And i think what that’s done is really created a more of ah, sharing culture than that existed before, where is in the past? There were a few voices who are writing about these things, and they were, you know, they were really ritually reported and and put out there now there’s there’s a lot more information available, and i think that’s that’s really pushing everybody to make sure they’re creating much more useful information for people and that’s what they’re putting out there is unique and different. Are you seeing a shift in terms of substance related teo compliance issues for non-profits you know what i think that there are, you know, there aren’t a whole lot of venues out there that really pay that a whole lot of attention of that we are one, and we we have ah, couple of channels on the site that really pay specifically ah, specific attention to, uh what what the irs is doing what state regulators air doing, um, and there are there’ve been a few blog’s out there that have really done a good job with that, too. So i think there’s a lot more information out there, but i don’t necessarily think it’s it’s, you know, mainstream what? Uh, you know, being put out there on the mainstream case in point is the fact that the irs has is still having a hard time reaching out to millions of charities that that now have to fill out the postcard form, you know, there’s, a ninety nine year old, they don’t know about it, and, you know, i wonder i wonder if there are are even better ways to get information out to those who really need it. You know, i i asked because i see ah, shift in terms of treating non-profits mohr like for-profit corporations in terms of compliance, and i i’ve i’ve seen that since sarbanes oxley past, which did not apply in ninety nine percent of it did not apply toe non-profits there were a couple of small provision that did, but but i see that trickling down to non-profits slowly, a cz you mentioned through the irs onda also through state. Regulators either secretaries of state or or attorneys general? Absolutely, absolutely. And the irs certainly, i mean, the mere fact that they are looking to collect information from those charities that that don’t raise a whole lot of money in here or, you know, the local, you know, soccer club and those type of things, it really shows that there is much more attention being paid to compliance, even up for the small groups the nine, ninety so heavily revised about eighteen months or two, years ago, so much more detail required to fill it out. It’s signed under penalty of perjury, and the the non-profits that are required to file it is an expanding population each year the threshold at which a non-profit is required to file that nine ninety is coming down over the next couple of years through two thousand, two thousand eleven or two thousand twelve. So there’s going to be a larger population of non-profits required to file the nine, ninety absolutely and there’s going to be as a result of that there’s going to be a lot more information that’s available to the public about how non-profits operate, of course, uh, that deluge of information has to get sorted through, and people have to put it together. I know we’re really excited to be ableto learn more about the audience we cover and find out some more things about it through these forms. So there’s going to be actually a lot more information available on a lot more to compare yourself to down the line too. Let’s, let’s look back to the chronicles, sort of a peer to peer review of fund-raising letters? How does someone submit? What exactly can they expect? Well, and this is something we’ve been doing on and off for a couple of years now, actually, and basically what they’ve done is they’ve sent me an email, i’ve put my email on the on the prospecting blogged, and maybe we can share that on the website later, people do want to connect with well, and since we’re talking about it, why don’t you give us your email right now? Okay, it’s, peter dot panepento p a kenny p nto at philanthropy dot com um and an easier address and things get get sorted around and kind of given to the appropriate editor is if you send a une male editor. At philanthropy dot com that will get seen by an editor here and given to the appropriate person here, too, and so they can use that email to submit their fund-raising letters let’s talk about how that works. Yeah, what they do is typically what happens if somebody has a letter that they’re working on and then you know, they have a draft of it, but they are not necessarily sure ifit’s it has the right messaging if they’ve taken the right approach, if they’ve done all the right things with their letter, so what they do is they send us, you know, a copy of the letter and a little description of what, what they’re hoping to accomplish with that, what type of campaign is that? Four who are they hoping to reach? And they email it to us and what what i do or another editor here will do is is that the letter? Make sure it’s, you know, it’s something that bye, you know, we’re providing the right level of information about and we’ll post it to our prospecting blawg with a little background on you know what its goals are and how it works? And then we invite readers to post comments teo teo offer critiques of the letter, offer suggestions on things they could do better what’s working what doesn’t work with it and almost universally, the folks who have submitted the letters have have gotten great feedback from, you know, anywhere from ah handful of readers to dozens of readers and, uh, what what’s really amazed me is the amount of respect that people have for each other and the the constructive nous of the critiques they’ve all been really above board, and folks have really done a great job of offering, you know, really constructive advice to each other on this, and i think it’s it’s really provided a great service to the to the non-profit world and what i’m hoping to do very soon as is create a page that collect the letters that we’ve gotten and, uh, and the comments that have come in so that folks can can really see, you know, and pull some information out of those things for their own work in the minute or so we have left. Peter, you mentioned earlier live discussions, how do those were? Where can people want what? Every week we invite on on expert or two on a specific topic to come in and take questions from our readers and that you can find information out about those that philanthropy dot com slash live on well, on that we announce the upcoming discussions, and we also have ah, full archive of all the past one. So the the discussion i’m doing today, which will actually happen, you know, before this goes live is is on corporate giving, and we have the head of the foundation and the walmart foundation on to take reader questions on howto get the attention of corporate philanthropist, and you can now after the, you know, after the event, you can go on and read the transcript of that, you could see all the questions that that we published and what folks answered and again, this is a resource for small and medium non-profits as much as anybody else really get some high level advice from folks on a weekly basis on a a really wide range of topics that relate how they operate. My guest has been peter panepento, web editor for the chronicle of philanthropy. You can follow peter on twitter the handle there. Is at philanthropy. Peter, i want to thank you very much for being on tony martignetti non-profit radio. Tony, thanks for letting me come on and talk about what we dio. I appreciate it. My pleasure. Joining me after this break will be sarah din a and we’re going toe. Continue the discussion about traditional media. How to get yourself in front of traditional media in some of the more traditional ways after this break. Talking alternative radio twenty four hours a day. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. I’m tony martignetti, the aptly named host of the tony martignetti show. Big non-profit ideas for the other ninety five percent. You’re non-profit is ignored because you’re smaller medium size, but you still need expertise and help with technology fund-raising compliance, finance and accounting will look at all of these areas on the tony martignetti show. Big non-profit ideas for the other ninety five percent on talking alternative dot com fridays. One, too hyre you’re listening to the talking alternative network. Oppcoll hyre oppcoll! Duitz! Bilich! Buy-in! Dahna well, in a way, around the world, are you ready? Co-branding this’s tony martignetti i’m the host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent in a moment, i’ll be joined by sarah done a who is with a large pr agency, and we’re going to talk about getting your voice heard in the media. I’m thinking about be quests and planned giving this week because my guide star article for about starting a planned giving program using charitable bequests as the foundation of that program came out this week. I’m writing a one year siri’s every other month, and this was the fourth article in the in the six article siri’s siri’s is called make two thousand ten the year you start planned giving and it’s for the guide star newsletter, and i want to spend a moment explaining that planned giving is not something that is only for large organizations, large fund-raising shops that’s, not the case. You can have a very respectable planned giving program at a small and medium size development shop or non-profit, and that would start with bequests encouraging your donors to remember your organization in their will or in their larger estate plan. Typically, we start with the will, because everyone needs one and it’s something that’s very simple for your donors to understand and simple for them to do when they do their first will, or when they revise their existing will, they can think about including you as part of that. So alongside a bequest to there spouse, children, grandchildren, there is a request for your organization. These are very simple to market and promote we use for our clients direct mail a lot. You can’t have a presence on your website, but probably the most valuable method of marketing is talking to people, either at events where it’s appropriate to mention that they can include your organization in their will or in your one to one face to face meetings with donors. If you’re talking about a larger gift plan, you might include a part of that plan to be a charitable bequests in there will not that it would replace other giving that you’re encouraging them to do but be a supplement to whatever it is you’re asking them to do on sort of a more outright basis. You need those current dollars. I recognize that and you never want planned giving to supplant. Those but to be an adjunct, and when it’s explained in that way, people understand. So i encourage you to think about planned giving in your small and medium sized non-profit not to ignore it and think that it’s only for the big guys, you can have a very respectable planned e-giving program and start and maybe even finish with a bequest marketing program, because for all non-profits, irrespective of size, regardless of their mission, charitable bequests are always the most popular type of planned gift. So it makes sense to make that the beginning of your program. And as i said, you might stop there based on your size and the number of donors that you have look a planned e-giving look att charitable bequests, and you might find my guide star siri’s helpful to you. The siri’s again is called make two thousand ten the year you start planned giving and that’s at guidestar dot org’s as part of the guide star newsletter. I’m joined now by sarah din, a sarah is an account executive at c r t tanaka, which is a public relations agency. Her work includes non-profit public relations, which is important for us, and her background includes work in non-profits tanaka is a national public relations agency. Sarah is calling us from los angeles, and prior to joining the agency, she worked for one of the regional offices of the juvenile diabetes research foundation, doing communications and public relations. Sarah, welcome to the show. Hi, tony, thanks for having me on this morning. It’s my pleasure. Why is public relations important for small and medium sized non-profits public relations is a great tool for small and medium sized non-profits because it’s a great alternative advertising that can be done on the small budgets that we had smaller non-profits air just so used to, and what are some of the sort of first thoughts that someone should have about about their goals on objectives for public relations initiative? Well, first, i think someone needs to sit down and think about what they want to see about their non-profit in the media, i think there are two key goals for most non-profits when it comes to media relations, one is awareness and the other is fund-raising so with awareness it’s always great to get the non-profits name out there and their mission out there, regardless of what that mission is so they might be interested in pitching cem human interest stories about the non-profits work, or perhaps pitching their employees as an expert in key stories and when it comes to fund-raising being cognizant of our low budgets and our high fund-raising goals, it’s always important to find new ways to generate revenue and simple things like getting your events posted on a newspaper’s calendar or getting in the society pages for a gala fund-raising event can be a great tool e-giving revenue awareness and fund-raising as your goals, those air really going to be long term goals, right? That’s, you expect to see some measurable difference in in a longer term? Yes, absolutely. When it comes to media relations, i think the effects are definitely long term on the organization and its the long term impact of lots of different media coverage over the years that’s going to really resonate with the non-profit community is there, ah, length of time that we can share with our listeners as a guideline? Or does it really vary based on what they’re doing and who they are? I think it definitely varies based on what the coverage in the media is and also based on which non-profit is involved for some non-profit simply getting a mention in the society pages for a local fund-raising event could be enough to improve attendance and last boost fund-raising for other non-profit they might be looking for longer term awareness, which would require some repeated mentioned in the press. Is there any non-profit profile that you think makes an organization inappropriate for these types of fund-raising and awareness initiatives through public relations? They certainly think public relations is appropriate for any non-profit i i think the scale might be different from non-profits non-profit but it definitely holds universal value and what would be ah, first step if if an organization wants to now now has its goals, wants increased coverage would like to expand awareness and maybe even fund-raising what? What’s really the first thing that they should be thinking about? Well, the first thing they should do is sit back and think about exactly what story they want to read about their non-profit in the practice, so if they’re thinking they want to see maybe a heartwarming story about affecting a local child in the community than they they can then move on and pitch that exact story. The first step is usually writing out a quick email to whatever media contact you’re interested in reaching out to and being clear and concise is most important. They’re journalists are just as busy as non-profit professionals, so it’s important to be respectful of their time. You don’t need flowery hooks, you don’t necessarily need a formal press release just simply state what your story is. Make sure you give plenty of contact information and shoot over an email and then the next day it’s always essential follow-up with a phone call, the journalists that we reach out to often get hundreds of pitches a day, and when you get that many emails it’s easy for some to slip through the cracks so often it’s the folks who go the extra mile and pick up the phone to have a personal conversation with the journalist about their story, who are able to see their story in print. I just want to emphasize something that you said the first thought after your goal setting is really teo sort of define what your ideal story is. What what what’s the ideal exactly. Well, you need to think about what you want before you can get it, so it really depends from non-profits non-profit what that story is going to be if your goal is awareness thie ideal story is going to be different from fund-raising but it’s always important to have a positive message and connected back to the non-profits mission. My guest is sarah din, a account exec with tanaka. You’re listening to tony martignetti non-profit radio sarah let’s talk about maybe some of the outlet’s what what where should people be looking for placement of their story? And and what outlets should they be looking at? Emailing well, when you’re looking for outlets first, think about what you read and what you watch. Chances are what you and others people in your non-profit reader watch are going to be the right places for you to pitch your story because those air simply the places where the people in your community are looking, it doesn’t necessarily have to be reaching out to something as big as the new york times or fox news. You can think more regional and locally in orderto have a better chance of getting coverage, so a smaller regional non-profit can focus on relationships in their market. If you’re in cincinnati, go for this matty’s, a local paper if you’re in connecticut, go for maybe the connecticut tv news there, and this works just as well for non-profits who are national also because a national non-profit can have their regional staff reach out and make local relationships as well. It’s usually the smaller places, the smaller papers, the smaller tv shows where you’ll have the best chance of seeing you’re non-profit covered. Yes, you don’t want to ignore very local coverage, especially if you’re a smaller organization all your fund-raising maybe very local. All your events are very local. You don’t want to ignore the local coverage, absolutely. If you’re based in a smaller city, the best coverage for you that might have the biggest impact on your organization may just be in a city paper or in a city tv show or city radio show. It might even be better than if you’ve gotten your message on yusa today. You’ve been talking about tv and and newspapers are sort of the i think is the the outlets were focusing on so far. What about blog’s? I think blobs are a great way for organizations to dip their feet into media relations starting with some smaller blog’s can be a great way to get some initial coverage and get some initial messaging out for your organization, in part because the smallest blog’s aren’t often pitched by any organizations or companies, so chances are your odds put good there, so the so the smaller blog’s might actually be grateful to get some pitches from you? Absolutely and that’s always great to have somebody who’s very excited to receive information about your organization and show that enthusiasm when they’re writing. They’re block post and couldn’t an organization find the appropriate blog’s just through a simple google search? Absolutely, when it comes to block it’s, easy to do a quick google search on your non-profit missions and key focuses, and you can also think about what blog’s you read if you’re working for, say, a diabetes non-profit and you read diabetes blog’s, those are the first places where you should pitch when reaching out with a story. So your your suggestion really this’s interesting i’m seeing ah trend to mean, you want to think about your ideal story and you think about placing it in media that you read buy-in blog’s that you read so that’s, where you expect your your constituents to be? Absolutely, i think staff at non-profits tend to be so connected to their missions that even in their personal time, their personal reading tends to focus a lot around the mission of their non-profit i know that when i was working at the juvenile diabetes research foundation and still today, i was so passionate about the work that we did that i would often lead those outlets where it would be great to place a story and different news cycles. I mean, you’d be more likely to get a blog’s attention and coverage within maybe days or a week versus perhaps, ah magazine, definitely we consider media like blog’s and newspapers to be shortly media. Those are places where you could email a member of the media and then a few days later see your messaging and print, whereas it comes to something like a magazine it’s long lead because it takes them so long to go through the press cycle so it might take months before you’re able to see that story in print. So if your story is time sensitive it’s often best to go to the newspaper or to go to online resource is where you can see that story come up very quickly, sarah, in the forty five seconds or so we have before the break, why don’t you tell people how they can contact you? Well, people can contact me through the sierra t tanaka website, which is www dot see artie, hyphen, tanaka, t a n a dot com. My guest is sarah din, a account executive at that agency. C r t, tanaka and sarah will stay with us after this break, you’re listening to tony martignetti non-profit radio. You’re listening to the talking alternative network. I really need to take better care of myself. If only i had someone to help me with my lifestyle. I feel like giving up. Is this you mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join joshua margolis, fitness expert two one two eight sixty five nine to nine xero. Or visit w w w died mind over matter, i see dot com. Bilich oppcoll are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set two one, two nine six, four, three, five zero two for a free consultation. That’s lawrence h bloom two, one two, nine, six, four, three five zero two. We make people happy. Dahna zoho talking. This is tony martignetti non-profit radio, i’m your host, tony martignetti my guest, this segment is sarah din, a account executive for the agency. C r t tanaka, sarah let’s, talk a little about methodology you started to get into it. The email is best then you said follow-up phone call the next day, what do we do? Make sure i have that right and then what’s the next step, when your phone call message isn’t answered? Well, i think repetition is key when it comes to phone calls, i know that they’re certainly days when i think that the press simply has turned off their phones because i’m getting so few answers. So what happens even if it happens, even to the professional public relations agency account executive? Oh, absolutely, all the time there so many times where i just hear the phone ring and ring, but never get the journalist on the other end of the line and that’s simply part of the game here. When it comes to media relations journalists, they’re so busy and often on deadline that there are many times in the week when they simply aren’t able to pick up the phone and listen to what you have to say about your story and we really have no way to call and call again try calling for a few days try calling at different times to see what works. Chances are you make it through, but if not, you can always leave a message and be sure to be clear, concise a state exactly what the key point of your story is and always leave contact information. Can i also suggest that we would you want to be upbeat so that if you’ve made a dozen of these calls in a row and you’re on number twelve, you don’t wantto make it sound like you’ve called eleven people before the message you’re leaving now? Absolutely attitude is everything, and if you were enthusiastic about your message, then that’s going to carry across to the reporter and if you never get a callback, should you? I hope i’m sure you shouldn’t. You shouldn’t be discouraged. Try again! Absolutely not again. Given that journal lists received so much information each day, sometimes that’s simply not a feasible so it’s a matter of coming back whenever you have another story and if you get in front. Of a journalist’s enough! They’re going to remember you and they’re going to remember your organization’s mission. So even if they can’t place a story about what you have currently going on, they may have something down the line where you would be a great fit. We’ve been talking about you relying on media if you have something newsworthy, you want to get that ideal story out? What if you have experts in your organization that can serve as experts in that field? For a journalist? Do you need to wrap a story around that to propose your your agency experts as experts when it comes to positioning one of your employees as an expert, you don’t actually need tohave a specific story in mind, although sometimes that can be helpful simply reaching out to a journalist and letting them know that you do have an expert in your organization who can speak to a certain topic can be enough to get your name in front of them and also make sure that that journalists puts your name in the role of decks for whenever they have a story coming up on that topic and sarah in the thirty seconds. Or so that we have left. What about trying to develop a relationship on ongoing relationship with maybe one or two key journalists in local media? How how could someone try to do that when in between their story ideas, but they’d like to have a relationship, obviously a professional relationship with the journalist. Repeat communication is key, so making sure that you always send them any story ideas you might have any news that your organization or story ideas that might not necessarily relate to you but might interest the journalists are great ways to keep in touch with them. Long term sort of trends that you’re seeing that the journalist might be very interested in. Absolutely if you’re an asset to the journalist seldman member and they’ll keep going back to you for information time after time. My guest has been sarah din, a account executive for cr t tanaka, a large public relations agency. Nationwide. Sarah called us from los angeles. Sarah, thank you so much for being on tony martignetti non-profit radio. Thanks, tony. We’ve come to the clothes and i want to thank my guests, peter panepento, web editor for the chronicle of philanthropy, and sarah dahna, account executive at c r t tanaka we have a facebook page, go to facebook and search for you don’t have to remember how to spell my name just search for non-profit radio and the facebook fan page will come up like us there, join the contest, their name, the number. I’m trying to get a way of remembering our call in number sorry, we couldn’t take calls this week, but we will be taking calls next week will be live next week on august twenty third let’s name that number. Find a catchy way to remember the calling number eight seven seven for eight xero for one to zero, you’ll find information about that contest on our facebook fan page and please like us over there, click like and become a fan. I want to thank claire meyerhoff she’s, our creative producer oneof thanks, sam liebowitz he’s, our line producer and the owner of talking alternative broadcasting. You’ve been listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on talking alternative broadcasting at talking alternative dot com. Look forward to having you as a guest as ah, as a listener on august twenty third. Next friday, when we will be taking your calls live. Please join us then. Until then, have a good week. E-giving you’re listening to the talking alternate network. Duitz to get into thinking. Take it. Cubine are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam lebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set two one two, nine six, four, three, five zero two for a free consultation. That’s lawrence h bloom at two one two nine six four three five zero two. We make people happy. I really need to take better care of myself if only i had someone to help me with my lifestyle. I feel like giving up eyes thisyou, mind over matter, health and fitness can help. If you’re expecting an epiphany, chances are it’s not happening. Mind over matter, health and fitness could help you get back on track or start a new life and fitness. Join Joshua margolis, fitness expert at 2 one two eight six five nine to nine xero or visit www. Died mind over matter. Y si dot com. Cerini i’m tony martignetti, the aptly named host of the tony martignetti show. Big non-profit ideas for the other ninety five percent. You’re non-profit is ignored because you’re smaller medium size. But you still need expertise and help with technology fund-raising compliance, finance and accounting will look at all of these areas on the tony martignetti show. Big non-profit ideas for the other ninety five percent on talking alternative dot com fridays one, too. Talking. Hyre