home
WIMN’s Voices: A Group Blog on Women, Media, AND…

Liveblogging WAM: Report from my PR Strategies session

jpozners Icon Posted by Jennifer L Pozner

March 27th, 2009

As I posted here yesterday, I’m presenting on the opening panel of the WAM!2009 Pre-Conference.

Our session, PR: Getting Your Work Out There, is just getting started, with a welcome session by PR expert and Boston radio veteran about the impact of media, in particular newspapers, to democracy, and the shifting reality of the difficulties of getting our messages into media content today. Now, she’s turning over the panel to Gail Leondar-Wright.

Gail Leondar Public Relations, also board member of Center for New Words
“Lifelong friendships have been formed at WAM, book contracts have been solidified at WAM…”

Gail asks audience to “popcorn” (shout out “Not even Twitter length” answers) to: “What are the reasons to do PR?”

Audience says:
exposure
change
impact
change
impact
funding
awareness
viewership
leadership
education
public policy
networking
outreach
boosting attendence at an event
advocacy
promoting issues

Next question: What goes into a good media strategy?
Short and long term goals
Somewhat entertaining
Organizational or personali credibility
Clear message
Relationships - with your editors, if your a journalist; and your constituency
Timeliness - news hook
Strategy around social networking
Tools: internet, fluent in language
Fluency in other languages (and fluent in “journalistic english”)
Spokespeople
People who an translate complex issues into accessible language
Passion about issues
Create and articulate inspiring vision
Time
Money
Information - facts, figures, stats
Tracking current events
Really intense, long-term relationships with journalists
Institutional memory around your issue - media monitoring
Oppositional research
Thick skin about rejection
AUDIENCE - who are you trying to reach? what media do they consume?

Gail: media strategy and planning should not be an afterthought or an add-on, it should be integrated with programming. Media should be part of the one year plan, five year plan, etc. - should be discussed in the retreats, etc.

Two index cards have been disseminated to participants: what brought you here to today’s PR session/track, and what’s one take-away you hope to get out of participating?

After a lively session with Gail, the panel is turned over to:

Rochelle Lefkowitz of Pro-Media Communications
She begins by saying that there’s a grim picture of media landscape today… furloughs, layoffs, etc.

The kind of power that mass media has had over the years in terms of reach and the ability to tell complex, investigative stories overtime, have been disintegrating.

Who your audience is, where your audiences are. How they get their information and where they turn.

Why do you want press for your organizing anyhow?
Audience:
– We want our stories to generate funding - the funders are saying they want to embed social networking.
– Building attendance, building membership
– Achieving your organizational goal: changing laws, public policy
– What you need your audience to know - what’s the information you want them to have, and what do you want them to do?

What did you read or watch or listen to before they came here? TV? NPR? Newspapers? (in print or online?) Facebook? Twitter? What this told us is — this is how you reach your audience.

What’s a media plan?
– as well defined as you can make it. So, for college students: do you want:
– undergrads or graduates?
– day or night students?
– full tuition or scholarship?

What is your communications capacity? We’ve had groups on Oprah, and their web and phone systems shut down. What makes people most angry is if you’re on Oprah saying “We can help you,” and then they can’t reach you — so bring in more volunteeers, beef up your communications capacity — but do NOT be the group that had the busy signal.

What’s noteworthy v. what’s newsworthy. It might be noteworthy that I’m sitting here talking (because we care about helping women get their messages out), but I would be really arrogant to assume it’s newsworthy (unless a finding of this session was that it turns out that nobody in this whole room gets their news from newspapers anymore, but most people raised their hands for getting their news from public radio). Educate your organizations, clients, readers, viewers and funders as to the difference between those things.

There was some discussion about what is newsworthy and what isn’t.

I offered an anecdote about Women for Afghan Women, which I may add in later here (but can’t type it as I speak it).

Now, the conversation has been turned over to Kelly Chunn
She begins talking abouta meeting at the AP in NY, where journalism and PR types trying to figure out what the future of news will look like.

I got my start as a newswriter and producer in TV news. We had a question in the newsroom: “Who cares?” Who in your audience will care abou ta piece of news? What is the impact, and who will it impact?

Someone else mentioned entertainment, which is now a theme that has crept into the news business.

(someone in the audience, an editor of an independent news source, asks: how do we sell it to our almost always male editors?)

Kelly continues: what else is going on? The economy is huge right now. So, how can you integrate an economic spin into your message? Anything you can peg to the economy is likely going to interest news media whether it’s ethnic, indepednent, mainstream, online, whatever.

Sometimes we call it a sidebar. Let’s pick on Bernie Madoff. He’s the main story. But a sidebar might be the philanthropic orgs that will be impacted by his evildoings. Number 1: the investors. Number 2: the beneficiaries - hospitals, non-profits, etc. the #2 would be the sidebar. How do we fit into that huge story that’s going on?

When we as a consultant dealin with social change, I will advise clients that they need to look at media relations as part of an overall marketing campaign - you have other strategies, tactics that you can use. Online, etc. I look at media relations as just one piece of a toolkit to get your word out.

You need to be prepared for the coverage — they might get it wrong, or they might get it right but as in the Oprah/busy signal example, you might not be prepared for it.

Case study: of an org trying to get coverage for health issues related to obesity in African American women, focusing on prevention rather than intervention after the health issues arise. Boston was a pilot for a program for (target audience of) African American women (in Rochester, Dorchester) between ages of 18 - 35. We ID’d a target audience in terms of race, age, location, and mostly low and moderate income women. How could we achieve an educational awareness?

That’s how “Sisters Together: Move More, Eat Better” campaign began.

We followed classic marketing plan:
- started with focus groups
- what our focus group told us was that they need to move more and eat better. in telling us what their eating habits and fitness challenges were, they basically gave us our tag line.
- they told us that they needed support, couldn’t do it themselves — so we added the “sisters together” part

So, the messaging really was connected to the target audience, and our target audience GAVE us our message.

Question: was the audience already educated about the negative consequences of eating poorly, not moving much?

Answer: they knew it, but they didn’t *feel* it. So, how do we offer a path out of that? One way was through support, community; another was by making it fun.

Rochelle: a difference - you don’t blame the women.

Kelly: having the messaging led to collateral materials, and with the messaging we developed a logo and a tagline for all the material. The marketing campaign in the media - happened via partnerships. Partnered with WILD radio. Today we might partner with Touch 101.6 or 106.1. Pirate radio station. But back in the day (in the 90s) — we had a lot of authenticity — WILD was the African American radio station. It’s the station where you’d hear Tom Joyner. Boston is one of the markets where he’s featured in Morning Drive from 6 - 10am. That’s where we’d find out audience. We know that audiences of color really resonate with radio. Olivia Fox was a DJ for Morning Drive. She had heart disease and some of these issues in her family, so it really resonated. From there we saw that as a conduit to reach our community, our audience. We featured Olivia Fox in a video, which helped us to reach funders. We had nutrition experts on her radio show - the cooking editor from Essence Magazine, which targets African American women. We had those kinds of folks come in and not only be on the radio, but was part of a wellness fair, cooking demonstrations at public events, in community health centers, etc.

Then we weaved the Sisters Together campaign into the stories that came out in radio but print, in the Globe. Also cable — your local cable access stations are important.

Because we had public policy issues — Wall Street Journal, CNN, etc. did stories related to our campaign.

We wrote stories for community and ethnic newspapers. Community and ethnic media: often short staffed, hungry for freelancers, stringers, people who have writing skills - if you’re working on media relations, they have a need. They have space to fill. They’re looking for writers. If you have something you can peg to community or ethnic media. You can’t get paid for it, but you can get a “win” through placement for your campaign.

At this point, I had the floor — and I spoke about how individual activists and organizations can USE MEDIA (I have an acronym fact-sheet I sped through, filled with tips and strategies). I may add that information in here alter; click back later if you want to hear my thoughts on messaging, media outreach, etc.

Denise Moorhead — how can you do PR work on the cheap?

traditional media
transitional media
new media/social networking

Who else is doing this work, what are their politics - and what are their budgets?

Traditional media still has some value. Don’t throw it away. When you think about this, when you’re doing PR, traditional media is important if you’re going after politicians (they read the newspapers, so do their staffs). Local politician sent my parents a clip! Older folks with money, who can be your donors, read it. Foundations pay attention to old media.

Often times the new media
We’d gotten a story in the Globe about non-profits. It got all the way to South Africa.

Don’t always start at the top of the food chain. You can look at alternative news, free local newspapers, community papers, independent news, etc.

I was in the Boston area and we got a huge article in the Real Paper (now called The Phoenix) and then suddenly everyone wanted to talk to us about this program.

You can use local/community news can be leveraged to move up the media food chain. Media love media - so if you start at the lower end of the media chain, then later you can end up using that to get coverage in larger outlets.

Op-eds are a great way to get your message out. Choose person who is most likely to get their op-ed placed, and you can write it for them. Op-eds and commentaries - you may not be able to get leverage to get your op-ed or commentary on radio, etc., you can work with allied organizations and experts to get it out there.

Letters to the editor can be useful. Time magazine published our org’s letter to the editor — it was useful for us. Time magazine said we had gravitas.

Another time, we started a group of local members. Here was our take on the issue, here was some sample language. Then encouraged them to send letters to the editor. Those letters weren’t coming from me, the “PR flack,” it was coming from the community.

A domestic violence advocate mentioned that their letter to the editor sparked SO many sexist comments that they then ended up being given a half page later to discuss their issues (because the “jerk” comments made it really clear that there was a need for awareness).

PSA - public service announcements can still be useful. Radio, newspapers, magazines.

Ticket giveaway for an event.

Have a web press center. Every time you have a press release, put it in the press center of your website. It’s not so hard to keep up if you add in action alerts, press releases, etc. — also, bios of your experts bullet pointed for media, media clips, backgrounders on traditional programs.

Transitional: online TV and radio; then you’ve got a piece you can link to and upload to your own website.

One thing we do: we send our pieces to Ask.com — a lot of people use those.

New media: use it before you pitch it. Read blogs before you pitch them. Create your own blog if you want. If you get enough folks coming to it, the press may start to pay attention to you.

Blogs are great because they can actually draw media to you (after bloggers pick it up).

Other things you can do that won’t get you media, per se, but will get your message out:
Facebook
LinkedIn
etc.
but also: GoodTogether, a list of non-profits and etc. are doing
you can set up a Ning sight
Google ads - any non-profit can apply to have six months of ads about your non-profit, and the things that you do to try to drive traffic.

You can do a survey about legislators’ policies on the issues you care about, etc.

Partners for inexpensive or freebie things:
GreenMedia Tool Shed, a non-profit, for very small money you can join if you deal w/ any environmental issues, and they give you access to Vocus, an expensive media tracking, media directory, who anyone in media is and their contact info - can read some of the stories, etc.

Progressive Communicators’ Network - toolkit

ProfNet at PR Newswire — $500 a year for non-profit — for reporters queries

We Are the Media

I then added:
HARO - Help A Reporter Out, a free version of the type of queries on ProfNet

Kelly added:
NABJ, UNITY, journalism of color associations

41 Responses to “Liveblogging WAM: Report from my PR Strategies session”

  1. Malcom Blazer
    July 29th, 2013 02:02
    1

    Wow, incredible weblog layout! How lengthy have you been running a blog for? you make running a blog at first glance easy. The overall feel of your website is magnificent, let alone the content!

  2. killer deal
    September 23rd, 2013 10:44
    2

    Born August 9, 1963 in Newark, New Jersey, Whitney Houston nearly appeared destined from birth to develop into a singer. Her mom Cissy Houston, cousin Dionne Warwick and godmother Aretha Franklin had been all legendary figures in American gospel and soul music. Cissy Houston was the choir minister at New Hope Baptist Church, and it was there that a youthful Whitney received her start off. Even as a little one, Whitney was able to wow audiences; she later on told interviewer Diane Sawyer that a rapturous response in the congregation at New Hope had a powerful impact on her: “I feel I knew then that [my singing ability] was an infectious issue that God had given me.”

  3. Irwin Harelson
    October 25th, 2013 01:48
    3

    What is it called to be a computer tech that works on business computers?

  4. Cyber Monday Canon T5i Discounts
    November 19th, 2013 19:55
    4

    Its difficult to acquire knowledgeable men and women within this topic, and you could be seen as you know what you are dealing with! Thanks

  5. waka waka mp3 download
    January 15th, 2014 04:54
    5

    I’m really glad I have found this information. Nowadays bloggers publish just about gossips and net and this is really irritating. A good web site with interesting content, this is what I need. Thank you for keeping this web-site, I will be visiting it. Do you do newsletters? Can’t find it.

  6. Hawaii Hotels
    March 11th, 2014 20:18
    6

    I enjoy you because of all your valuable labor on this site. My aunt really likes doing investigation and it’s really obvious why. I learn all concerning the dynamic mode you convey powerful tips and tricks by means of the web site and as well as foster response from other people on the situation so my simple princess is truly understanding a lot of things. Enjoy the remaining portion of the new year. Your doing a brilliant job.

  7. Visa Credit Card
    March 12th, 2014 21:16
    7

    wonderful submit, very informative. I ponder why the opposite experts of this sector don’t realize this. You must proceed your writing. I’m sure, you have a great readers’ base already!

  8. Home Renovation
    March 18th, 2014 00:29
    8

    whoah this weblog is fantastic i really like reading your posts. Keep up the good work! You understand, a lot of individuals are searching round for this info, you can aid them greatly.

  9. oakley splice
    March 30th, 2014 23:17
    9

    http://npcprocessing.com/images/?oakley=798

  10. Scarlet Boles
    March 31st, 2014 10:14
    10

    Its actually a nice and helpful piece of info. Im satisfied that you shared this useful information with us. Please stay us informed like this. Thanks for sharing.

  11. Music Videos
    May 7th, 2014 20:45
    11

    Great ¡V I should certainly pronounce, impressed with your web site. I had no trouble navigating through all the tabs as well as related information ended up being truly easy to do to access. I recently found what I hoped for before you know it in the least. Reasonably unusual. Is likely to appreciate it for those who add forums or something, site theme . a tones way for your client to communicate. Excellent task..

  12. www.whatarenootropics.com
    May 23rd, 2014 12:37
    12

    With the cost of Remortgage Rates. The powder was given to her by
    her mother, but when I saw I could save money this way
    until I chanced on it. Paul’s Cathedral However, in the
    online edition of Nature Nanotechnology.

  13. check that
    June 26th, 2014 19:05
    13

    You can certainly see your expertise in the paintings you write. The world hopes for more passionate writers such as you who are not afraid to say how they believe. All the time go after your heart.

  14. SEO Firm
    June 29th, 2014 20:33
    14

    Very nice post and right to the point. I am not sure if this is really the best place to ask but do you people have any thoughts on where to get some professional writers? Thanks in advance :)

  15. MARSHALL
    July 2nd, 2014 03:40
    15

    After examine just a few of the weblog posts on your website now, and I truly like your means of blogging. I bookmarked it to my bookmark web site listing and will likely be checking again soon. Pls check out my site as well and let me know what you think.

  16. Clayton Deprofio
    August 5th, 2014 23:40
    16

    I’m writing to let you know what a helpful experience my friend’s daughter experienced using your web site. She picked up several issues, which include what it is like to have an excellent giving character to get many people quite simply master specified impossible topics. You really surpassed visitors’ expected results. Thank you for coming up with those necessary, dependable, explanatory as well as cool guidance on this topic to Tanya.

  17. educational games
    October 27th, 2014 08:11
    17

    Hi my friend! I wish to say that this article is awesome, great written and come with approximately all important infos. I would like to peer extra posts like this .

  18. chakra
    November 1st, 2014 04:15
    18

    The colour related to the photo voltaic plexus chakra is Yellow.

  19. k rend
    November 9th, 2014 10:43
    19

    Nice post. I learn something totally new and challenging on sites I stumbleupon every day.
    It will always be exciting to read content from other authors and use something from their web sites.

  20. solar technology
    November 16th, 2014 22:45
    20

    Good write-up, I¡¦m normal visitor of one¡¦s site, maintain up the excellent operate, and It’s going to be a regular visitor for a long time.

  21. Laminate Floor
    November 16th, 2014 22:45
    21

    Simply want to say your article is as astonishing. The clearness in your post is just excellent and i can assume you’re an expert on this subject. Well with your permission let me to grab your feed to keep up to date with forthcoming post. Thanks a million and please continue the enjoyable work.

  22. Wireless Webcam
    November 16th, 2014 22:46
    22

    Great goods from you, man. I have understand your stuff previous to and you’re just extremely fantastic. I actually like what you’ve acquired here, certainly like what you’re stating and the way in which you say it. You make it enjoyable and you still take care of to keep it wise. I can’t wait to read much more from you. This is actually a terrific website.

  23. Hoyts entertainment quarter
    November 17th, 2014 02:35
    23

    I would like to thank you for the efforts you’ve put in writing this website. I am hoping the same high-grade web site post from you in the upcoming as well. Actually your creative writing skills has encouraged me to get my own web site now. Actually the blogging is spreading its wings rapidly. Your write up is a good example of it.

  24. Web Design Software
    November 17th, 2014 02:49
    24

    Thank you, I’ve just been looking for info approximately this subject for ages and yours is the best I have came upon so far. But, what about the bottom line? Are you sure concerning the supply?

  25. India-Herbs Products
    November 19th, 2014 18:18
    25

    I simply had to say thanks 7yet again. I do not know the things I would’ve achieved in the absence of these thoughts provided by you directly on that topic. Completely was a real distressing problem in my circumstances, however , being able to see the very skilled avenue you solved that made me to leap over joy. Now i am happy for your support and thus believe you realize what a great job you are always doing instructing others all through your web blog. I am sure you have never met all of us.

  26. innovative business ideas
    November 26th, 2014 01:08
    26

    I simply desired to say thanks once more. I’m not certain the things that I might have made to happen without the actual creative ideas documented by you regarding this field. It was actually a very alarming crisis in my view, nevertheless considering the very skilled style you resolved the issue forced me to leap over delight. I am thankful for the support and then believe you really know what an amazing job you happen to be providing training some other people thru a web site. I’m certain you have never got to know any of us.

  27. commercial property management
    November 26th, 2014 01:08
    27

    I keep listening to the reports lecture about receiving free online grant applications so I have been looking around for the best site to get one. Could you tell me please, where could i find some?

  28. Business advisor
    November 26th, 2014 01:11
    28

    You really make it appear so easy along with your presentation but I find this matter to be actually one thing that I believe I’d by no means understand. It sort of feels too complicated and extremely large for me. I am taking a look forward for your next submit, I will try to get the grasp of it!

  29. groundpool.moonfruit.com
    December 11th, 2014 16:41
    29

    The latest update on child drownings in the state stands at 77 as of 27 July.

    Is your Inground pools Winnipeg in need of a renovation, repair or new liners.
    For above-ground pools, the pool liners in addition to the surrounding areas will have
    to be treated.

  30. Carolee Holtman
    May 21st, 2015 18:39
    30

    Excellent site. Plenty of helpful info here. I’m sending it to a few buddies ans additionally sharing in delicious. And obviously, thank you to your effort!

  31. Elliott Samantha
    July 23rd, 2015 17:11
    31

    “How dare you so young” TXT free download – TXT novels downloadHow dare you so young Author: Yang winning Strait literary Press published the first chapter like them crazy zero ten. the clouds burst air stabbed the airport, a huge air will also be Boeing 747 play.Stop it, sit on the ground, howling,ghd prezzi, wheezing.Later, the fruit from the apron van channel through the lobby of the airport, thick glass floor doors, was a red TAXI away.In the expressway to downtown, TAXI as when she was a little from other children to grab toys, led her to a Fiat continued into the dark depths. she loved the darkness.They are a pile of fluffy pillow, can give people a warm, quiet.It is this as silk such as curtain of night, one can feel safe, true.She needs a dark envelope, without having to open my eyes,moncler türkiye, to cater to the imposed on her naked world.Always thought that, once and day together, is a hollow, hypocritically coat.It is in the others eyes, also cheat oneself mood.”But, why do you want to remember a dress?”Fruit disdain said to himself, “now the question is, we prefer to admit a piece of clothing, but refused to admit it is stick to the soul, the light was even a gust of wind can be blown away.” before starting,north face jackets, northern summer quietly compromise, while the South Hot still linger.She wore a cotton denim dungarees, from production, is the popular blue stone, with a metal buckle copy, paste burr chest pocket.Pocket hanging outside, a silver mobile phone, mobile phone strap and a hanging ornament winnie.Her upper body is a tight round neck long-sleeved t-shirt, outside the set of a blouse, behind is an abstract pattern, there is a line “Do you Yahoo?”The english.The line is printed on the front English hypothesis,uggs online outlet, again by two plump breast lift, will let the men gasped.Of course, this is only hypothesis. the compartment is broadcasting a song music “nothing to lose”,MBT cipo árak, out of the window under a light rain.A few flies past the car tail lights, in the wet pavement pouring out of a blood red, and my lips.Her hair is brown, short, be. brother said the lady came from Beijing, the plane arrived at evening is really damn.Brother says she is the first to Wuhan, lived in lakeside Garden Hotel or Shangri-La?Brother says miss one out is not easy, with no one to meet no one care had no one to talk to…… TAXI at zero fifty-five, aviation road garden around, right into the downtown streets, which makes them dizzy, she saw the bright orange st

  32. http://webbrowserlist.com
    August 16th, 2015 05:42
    32

    I besides believe hence, perfectly indited post!

  33. lionel messi dribbling skills
    September 4th, 2015 09:43
    33

    Hello there, just became alert to your weblog through Google, and found that it’s genuinely informative. I’m going to watch out for brussels. I will appreciate if you continue this in future. A lot of individuals will be benefited from your writing. Cheers!

  34. gucci
    September 4th, 2015 09:43
    34

    wohh precisely what I was looking for, thankyou for putting up.

  35. Hyundai dealerships Houston
    September 6th, 2015 13:40
    35

    I want to thank you for the superb post!! I certainly liked every bit of it. I’ve bookmarked your web internet site so I can take a appear at the latest articles you post later on.

  36. here
    September 6th, 2015 15:39
    36

    Eventually he will be able to open up to you about his problems, and his new relationship
    could well be one of them. Article Source: i - Phone news and daily news that has all these advantages follow the links.
    Whether you’re in need or cricket updates, fashion news or product
    announcements, news apps does this task in a perfect way.

  37. day pack
    September 9th, 2015 22:29
    37

    Hello, i think that i saw you visited my internet site thus i came to “return the favor”.I’m trying to discover points to enhance my internet site!I suppose its ok to use some of your ideas!!

  38. My Personal Diabetes Success test
    September 12th, 2015 01:07
    38

    Real instructive and fantastic anatomical structure of articles , now that’s user pleasant (:.

  39. Shenika Grossmeyer
    March 28th, 2016 21:11
    39

    Thanks for an interesting blog post. Well-prepared and right on the subject. Please continue the great work.

  40. Angele Logie
    November 7th, 2016 16:00
    40

    Profesional CON EXPERIENCIA en compras y ventas al por mayor, que conozca el mercado nacional de tecnología y electrónica. Búsqueda orientada a personas de ambos sexos de entre 20 y 30 años de edad para tareas operativas en oficina de cargas de Línea Aérea internacional en el AEROPUERTO DE QUITO - Tababela. De preferencia con experiencia en el actividades similares relacionadas con atención al cliente.

  41. Detra Legrant
    September 28th, 2017 20:28
    41

    Absolutely written written content, thanks for information. “The last time I saw him he was walking down Lover’s Lane holding his own hand.” by Fred Allen.

Leave a Reply