Every organization finds itself looking to engage the news media, often around a particular event or special occasion—fundraising galas, notable success stories, a new location or program launch. But many of us wait until these times arise before contacting local outlets, hoping cold calls or blasted press releases catch someone's attention. Instead, cultivating intentional relationships with the press gives your organization the advantage at a moment's notice, whether your organization needs to get the word out or a news outlet is looking for a story or comment on a connected topic. This course will include building meaningful relationships in your local mediascape, pitching stories, using social media to maintain relationships and amplify your networks, and crisis communications and activating your media contacts in emergencies.
By the end of this course, you will be able to…
- Identify characteristics of prospective media members for relationship building.
- Describe how to pitch stories, including appropriate use of press releases and media advisories/alerts.
- Establish a plan for engaging the media during a crisis.
- "Marketers by default," such as development staff, program managers/directors, and volunteer coordinators/managers, who handle marketing as part, but not the primary focus, of their responsibilities
- Marketing or communications staff
- Individuals outside of marketing looking at a transition to marketing or an expansion of their duties to include marketing