Pitching2.0Gordon Mayer

Oscar’s LawThe only thing worse than being talked about is not being talked about.(from “The Picture

of Dorian Gray”)

CMWho?

Communica-tions35%

Executive Director, or other staff

32%

Board mem-ber/other vol-

unteer7%

Other26%

What do you do?

TurnoutAttendance at an event

Why we communicate

AwarenessUsually traces back to

moneyAdvocacy Best to engage audience

Goals & ‘Frame’

1. Package

The headline (not a slogan) gameIf you could write one of these

yourself:

• A newspaper headline over your story• the teaser before your story comes on

radio/TV• or the blog post title about your story

What headline would you like to see about your organization in the next 6 months?

http://bit.ly/newsrelease

2. Practice

3. Pitch“Do youhave aminutefor meto pitchyoua story?”

Getyourliston

The alternatives may be better

http://bit.ly/cmwethnic

Community news

What about these?

To pitch bloggers, first be one• Read first

• Make your own list

• Even more custom if you can

DIY, or hire a consultant?

Don’t try this at home, from mhaithaca, flickr

Tribune and Sun-Times, 1986-2008

Source = Newsbank, March 2009

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Appearance of selected keywords

recyclingBriberyhealth AND uninsuredInfrastructure AND Chicago"public housing""DCFS""Regional planning" "school reform""toxic waste"

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