How to promote the 'Gutsy Walk' through various media channels
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The document provides guidance on promoting a "Gutsy Walk" event through media relations and social media. It recommends getting key messages and spokespeople clear, researching existing media relationships, crafting targeted pitches, following up respectfully, and thanking any outlets that provide coverage. For social media, it suggests creating event pages and hashtags, drafting different content for different platforms, and leveraging images and information from parent organizations. The overall goal is to effectively engage media and audiences to promote the walk.
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How to promote the 'Gutsy Walk' through various media channels
- 1. & HOW TO PROMOTE THE ‘GUTSY WALK’ THROUGH VARIOUS MEDIA CHANNELS
- 3. Step One: Get Your Story Straight What exactly is it you are trying to get the media to cover? What are the key messages? Do you have a spokesperson? The face of your local event (i.e. the person who would be doing interviews) Is there a local person who is living with Crohn’s disease or ulcerative colitis that you could have as you spokesperson? Are there media fact sheet or press kit resources available?
- 4. Example Media Fact Sheet
- 5. Step Two: Take Stock of Existing Relationships Does Gutsy Walk/Crohn’s & Colitis national organization have media sponsors or partners? Does your local chapter of Gutsy Walk/Crohn’s & Colitis have media sponsors or partners? Who were your media partners last year? Who covered the event last year? Are any of your social media followers media? Did any media personalities participate in the walk last year? Do you have any personal contacts?
- 6. Stop: Brainstorm Time What media outlets can you think of in your town/city?
- 7. Step Three: Research & Your Pitch What outlets do you want to cover your walk? Who is your audience? Who at those outlets covers these types of things? Start crafting your pitch Cover the W5 Personalize it as much as possible What about the ‘Gutsy Walk’ is of interest to that reporter? Are there any outlets or blogs in your city/town you can submit content for?
- 8. Step Four: Send Your Pitch DO NOT BCC ALL REPORTERS THE SAME EMAIL Address reporter by name Have a personal line, then follow up with your ask Give a few bullet points about the Walk, then say see below for copied press release or media fact sheet Copy release/fact sheet because sometimes emails with an attachment from an unfamiliar address will get filtered into spam Follow up: Do not be annoying Offer additional information
- 9. Timelines When is a goodtime to start sending pitches? Start on media partnerships/sponsorships yesterday A month out – send initial pitch One week after that – send follow up Phone call follow up after that
- 10. Things to Consider Is there enough time to get a media partner for the walk? Do you want to write a press release? Check to see if there is a form press release on national organization’s site Can get a lot of details out and then you can focus on what is relevant to the reporter/outlet you are trying to engage Take advantage of free advertising opportunities Events Boards Events Listings Kijiji & Craigslist Basic guerilla marketing Are there any National Theme days you can take advantage of?
- 11. Step Five: You Got Coverage! The work does not stop once they say yes Be prompt getting them the info they need What happens after you get coverage? Remember to thank the reporter
- 12. What has caught your eye for events promotions in the past?
- 14. Are you going to use social media? Figure out how you want to use social media Do you want to create pages and accounts for your walk? Hashtag? Advertising? Voice? Gutsy Walk Twitter: @GutsyWalk Gutsy Walk Facebook: https://www.facebook.com/gutsywalk Hashtags: #GutsyWalk
- 15. Social Media Content Pre-drafted Content Leverage images and information from Parent Organization Potential Audiences to draft content for: Sponsors Walk Participants Volunteers Any others you can think of? Draft different content for different platforms
- 16. Sample Social Media Text Twitter Check out this great initiative bringing together #YYC’s Tech & Social Good scenes: @YYCCharityHack #Hack4Good Facebook Calling all mobile developers - We need you! Make sure you register for the Charity App Challenge. We're looking for development teams, volunteers and help getting the word out!!! #Hack4Good http://www.facebook.com/events/402215949861262/?fref=ts
- 17. Questions? Meghan Somers – The Agency Email: meghan@theagencyinc.ca Twitter: @TheAgencyMeghan