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Uptown telling your story
- 1. Telling Your Story Uptown United Bridgeview Bank July 19, 2011
- 11. What do we tell donors?
- 12. How people react
- 23. If it’s that easy, why is getting news coverage so hard?
- 24. To Make News, You Need To Do or Create Something Man bites Dog, Peter Blapps, from flickr
- 27. Crafting an elevator speech Why we’re here, in about 60 seconds Imagine Your Audience How We Began/Founders Who Influenced Us Obstacles Faced & Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene… …after we did our thing Accomplishments, Victories? Feeling good!
- 29. Telling stories Storyteller Figure Jalisco, Mexico, AD 100/800 Art Institute Chicago
- 30. Social Media
- 31. The News… Bob Black for CMW
- 32. Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009
- 33. NEW News: The Report
- 36. Couple years ago
- 37. Last year
- 38. Now
- 40. Click Thru Rates
- 42. The Alternatives May Be Better http://bit.ly/cmwethnic Community news
- 43. Questions, final thoughts ?
- 47. 3. Pitch “ Do you have a minute for me to pitch you a story?”
Notas do Editor
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008) Facts are important, and it’s crucial to have them right. But they’re meaningless
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008) There was this governor:, fought or working class families, expanded child health care, resisted raising taxes,
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008) Polling data shows over and over, this is the picture that comes to mind when affordable housing is mentioned. Sec 8? A mental health discharge.
- Land Use Stories (4-21-2008) Our five point plan to save the world Do the grassroots understand what we’re saying?
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008)
- Land Use Stories (4-21-2008)
- Key mission: seeing your issue the way others see it and shaping that vision. Three reasons why nonprofits do communications work: turnout, awareness, advocacy.
- 60% of news comes from someone calling a journalist and asking, do you have a minute for me to pitch you a story? Being proactive not reactive.
- St. Louis story. ASN mother’s day story. Control (two people split the cookie, one break the other picks).
- Ideally strategy precedes pitching but often other way around—in that situation, you have to work backwards and fake along to be successful
- Ask for some examples of communications goals
- Good problem contains its solution—Robert Egger story on A2H (don’t cry wolf, tell us how you will kill the wolf’) Maybe not so much a message as a frame 4 questions: headline tomorrow/tonight’s news? Do we have victims/experts? Facts/data? What will reporter ask?
- Diplomacy-credit issues Prepping people Academics
- CMW Control Capacity! Getting it together to do it
- Man bites dog! Not brochure language or five point plans to save the world Not just business as usual New programs New people New places New actions/ activities New Information New Stories
- What do reporters want? 3 sources = story
- Imagine Your Audience How We Began/Who Influenced Us/Founders Obstacles Faced and Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene/After we did our thing Accomplishments, Victories, Feeling good! CMW
- CMW Top 10 online sites on your handout—most are social What is a social network the tagline of facebook connect and share with the people important in your life); used to do this workshop in 2007 and quote a yahoo head who said back then “sharing will be the next chapter on the World Wide Web” which shows why he was head of yahoo. When we play the game we will see—it ’s not just communicating, also collaborating and other stuff
- Newspapers audience is up more than ever on the Web but their advertising revenue is down, down, down Wes Bleed story-platform changes the message (Clay made this point better this morning) He got laid off
- The NEW News report for the Trust The news is increasingly UNlikely to cover you/your issue no matter how good you are
- Okay, so here’s the online news report.
- What is the most effective way for marketers to spread their message online? According to a new report by marketing firm SocialTwist , Internet sharing trends have shifted heavily shifted toward social networking, but other platforms still have a strong presence for word-of-mouth advertising. SocialTwist analyzed more than a million referral messages send using the company's Tell-a-Friend tool, a widget that lets users share sites through social media.
- However, when it comes to click-throughs, social networking sites are far more effective, accounting for more than 60% of the market share.
- Among social networking sites, Facebook is by far the most preferred service for sharing, making up more than 78% of usage. Yet other sites are gaining: Twitter maintains 5% of referrals, and MySpace, surprisingly, comes in at second with 14.5% share.
- Online-think craigslist Communities as neighborhoods, communities of interest, ethnic communities For example mommy blogs Kennedy King College is a good example—Dennis’ show Meet a reporter Consider an advertisement if you possibly can Calendars Who is your local news
- CMW So, the package used to be the press kit. And big businesses spent a lot of money on these things. In fact, some PR firms specialized in creating the fanciest press kits money could buy – something the reporter would open and remember. THE PLAYING FIELD HAS BEEN LEVELED. You still need everything that would go in the press kit – press release, profiles of people who have been impacted, pertinent fact sheets about your organization, relevant videos but you don’t have to mail it anymore. It can live somewhere on your website or you can email the information. If a reporter prefers hard copies – you can always mail, messenger or fax.
- Imagine your audience and what they will ask Roleplay, rehearse, (which we’re going to do in a minute) build up to the most important news outlets List! Release! CMW
- CMW Email first, start with the easier pitches and warm up Call in the morning! Don’t send attachments