It’s you versus them, right?

Derek TrovillionDirector of Marketing and Communications

Indiana Office of Faith-Based and Community Initiatives

Your program

the mediavs.

Take a few minutes to reflect upon, report upon, and assess the various tools in your media toolbox

Stick your strategy

• Past areas people have asked about:• Generating content• Member recruitment• Branding / rebranding / consistent messaging

Your questions or areas of interest?

Where do you want more depth?

• Build morale, promote positive buzz• Donors, staff, volunteers, journalists

• Tell our story• Use statistics, outcomes

• Share media• Display video / images / graphics that prop up your org

• Engage your audience• Questions / surveys / exchange of information• Make it genuine. Make it real. Follow through.

Why build up our media efforts?

• Potential members (looking for benefits, purpose)

• Potential volunteers (looking for fulfillment, engagement)

• Potential funders (looking for ROI – and perhaps some of the other things)

Media audience

• Don’t delay*• When you generate a report, or when a staff member

sees an interesting statistic that helps your cause, use it

• What are the trends?• A look over the long-run gives your org good indication

of where you/your community are going

• Engage others with statistics• You may provide inspiration to journalists• You may convey urgency or greater need to donors• You advance your PR by showing the significance

Use your statistics

• Traditional media• Social media• New media• Media calendar / internal organization /

planning

Turning tactics into strategy

• Earned media vs. paid media• Methods: Press releases, Press advisories,

OpEds, Letters to the Editor• Medium: Newspapers, Radio, Television

Traditional media

• Quality (professionalism)• Structure (inverted pyramid)• Purpose (focus, relevance)• Consistency (develop your voice)• Timeliness (ride waves of buzz, or create

buzz)• Persistence (try and try again)

Press releases / advisories / OpEds

Follow through

• Send thank you messages• Via social media• Via email• Phone calls

• If you promise to provide more information, do it. If you can’t, be up front about it

• Call and follow up about stories – be a squeaky wheel

Follow through

Social media

• Twitter• Facebook• LinkedIn• Google Plus• FourSquare• Pinterest• Many others as well

Making social media easier

• Automate it (HootSuite, Tweet Buffer, mobile apps)

• Create a quick guide (or find one on the web)

• Keep it simple• Follow similar organizations / people, learn

from them• Get yourself comfortable with the protocol

Demographics of social media

Demographics of social media

Principles of social media

• It’s social! Incorporate that in how you use it.• To get full use you must explore its searchability• Using social media will help message formulation• Routinely use it as a medium for instant sharing• Your success/popularity will hinge upon engagement• To get full use you must cross post, cross reference,

and use a variety of complementing media• Social media is a barometer for trends• At the least, it aids your Search Engine Optimization

Pitfalls in social media

• Criticizing• Politicizing• Over-share• Unprofessionalism / flippancy• Graying lines between personal /

professional

• E-Newsletters• Blogs• Website• YouTube• Flickr• SlideShare• Podcasts

New media and other outreach

• Interesting content• Links to sources, interesting media• Interconnectedness• Relevance• Search engine optimization• Information from guests, affiliates, community

partners• Putting your message out without needing

journalists

Principles of new media

Website accessibility

• How complex is your home page?• Do you have visible links to social media?• Does it spur visitors to take an action?• Does it reflect your

mission/vision/objectives?• What kind of visuals do you have?• How is it organized?

Website accessibility

Visuals

/

refe

rence

s for

media

• Good visuals• Can supplement media pieces• Batch Geo• Client populations• Donors

Google maps

• Work backwards from a future date• Start with significant dates (program events,

holidays, community activities)• Staff input (be sure to approach this in

controlled stages though, if possible)• Why use a media calendar?• General outline, deadlines, reinforcement of

each effort, coordination, and transparency

• Transition from tactical to strategic

Media calendar

Activity time!

Create a sample media calendar

Media calendar