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Building a Newsroom in Your Organization
Ragan PR Writing Conference
Petina Dixon-Jenkins
August 11, 2016
Today’s Presentation
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
Rotary brings leaders together to
tackle some of the toughest
challenges facing the world today.
“I’m proud to be a partner in the work that Rotary has been doing to eradicate polio. I’m well
aware that the reason we’re even able to have a discussion about how to eradicate polio,
is because Rotary’s efforts have helped get us 99 percent of the way there.”
– Bill Gates
Rotary's GLOBAL PRESENCE
Today, more than two thirds of Rotary’s 1.2 million memberslive & volunteer outside the U.S.
Rotary members volunteer
their talents and expertise
every day to improve
communities everywhere.
Rotary’s Areas of Focus
MATERNAL AND CHILD HEALTH, INCLUDING POLIO ERADICATION
WATER ANDSANITATION
DISEASE PREVENTION AND TREATMENT
PEACE AND CONFLICT RESOLUTION
BASIC EDUCATION AND LITERACY
ECONOMIC AND COMMUNITY DEVELOPMENT
99.9% eradicated. Only
remaining in Pakistan and
Afghanistan .
Potential for
200k Children to be Paralyzed per year
if we don’t stop it.
Economic Impact
$40-$50B in Estimated Savings
Polio Affects Children Under the Age of 5, Causing
Paralysis and Even Death
P o l i o w i l l b e
o n l y t h e 2 n d
h u m a n d i s e a s e
e r a d i c a t e d
Rotary’s Top Priority
Global Polio Eradication Initiative
GOVERNMENTSOF THE WORLD
19REPORTED CASES
IN 2016
WE ARE THIS CLOSE
POLIO CASES HAV E DROPPED FROM
I N 1 9 8 8
350,000
The Journey
Media Relations
Celebrity Engagement
Social Media
Speechwriting/Thought Leadership
Special Events
Advocacy
Web
After
Media Relations
Before
Storytelling Strategy
Media Relations
Digital Media
Celebrity Engagement
Special Events
Advertisements
Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
How to create a singular focus: Identify a Milestone or
Observance and “own it”
How to create a singular focus
Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
How to find media partners who are the right fit
How to find media partners who are the right fit
“The club, founded
in Chicago in 1905,
started the global
polio eradication
drive in 1988...”
Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
How to find new angles in an “old” story
How to find new angles in an “old” story
Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use it to interest
reporters?• How to build a newsroom within your organization
What is a Field Visit & how can they interest reporters and generate coverage?
What is a Field Visit & how can they interest reporters and generate coverage?
Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story• What’s a “field visit” and how can you use it to interest reporters?
• How to build a newsroom within your organization
How to build a newsroom within your organization
Media Relations
Celebrity Engagement
Social Media
Speechwriting/Thought Leadership
Special Events
Advocacy
Web
After
Media Relations
Before
Social MediaDigital Activation
Endpolio.org
Community Activities
& Fundraisers
Rotary club-led
engagement
Advocacy Efforts
Celebrity Support
& Activation
Media Relations
Multilingual Toolkits
How to build a newsroom within your organization
SOCIAL MEDIA
TEAM
DIGITAL
SPECIALIST
WEB TEAM
FUND
DEVELOPMENT
SPECIALIST
GLOBAL NETWORK
OF CLUBS
ADVOCACY
SPECIALIST &
SPEECHWRITER
CELEB
ENGAGEMENT
SPECIALIST
MEDIA
SPECIALIST & PR
FIRM
GRAPHIC DESIGN
AND VIDEO
How to build a newsroom within your organization
Questions?
Thank You
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