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CARE Advocate Conference • March 5, 2014Presented by John Trybus, APR, Waggener Edstrom Communications
Telling Your Digital Story
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SHARING YOUR STORY: TRADITIONAL MEDIA
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SHARING YOUR STORY
Types of Media Coverage• Newspapers, radio, TV • Op-Eds, Letters to the Editor • Blogs
How Do You Secure Media Coverage? 1. By…understanding what interests the media.
2. By…thinking strategically about who you want to reach.
3. By…determining what you want to “say” and finding your voice.
4. By…reaching out to the appropriate media outlet and reporter.
5. By…leveraging personal relationships.
6. By...being realistic about what’s possible.
7. By...being persistent!
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CASE STUDY: OP-EDS
What Made It Successful1. Extremely personal and human story.
2. Tie to the local area.
3. Call-to-action.
4. Proper outlet chosen.
5. Persistent outreach to newspaper, relationship building.
6. Altering op-ed based on feedback and news.
7. Sharing with network after publication.
Challenges• Time consuming to write and pitch. • Reality of the media – is it newsworthy? • Anticipating the news cycle is difficult. • Need for tension in storyline.
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THE POWER OF DIGITAL PERSUASION
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HOW DO PEOPLE FIRST HEAR ABOUT THE CAUSES OR CHARITIES THEY SUPPORT?
A. The organization’s website.
B. Television news story about the charity or cause.
C. From a friend or family member I follow on social media.
D. From a friend or family member who told me in person.
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YOU ARE A DIGITAL PERSUADER
What is a Digital Persuader? Someone who uses the power of social media, their personal influence and credibility to activate their network in support of the causes they care about.
Social Media Matters 1. Your greatest asset is your keyboard. You influence people. 2. Social media is the fuel that builds relationships today.3. Social media engagement drives offline action and support.
What Motivates People to Action? 1. You
2. Stories
3. Calls-to-action
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John D. Trybus, APR Waggener Edstrom Communications
Download the Study Waggeneredstrom.com
THANK YOU
