Building a Newsroom in Your Organization

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


Special Events

Advertisements

Up Next


• How to focus on a singular message in a large organization• How to find media partners who are the right fit




How to create a singular focus: Identify a Milestone or

Observance and “own it”

How to create a singular focus

Up Next



• How to find media partners who are the right fit• How to find new and different angles in an “old” story



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




• 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 find new angles in an “old” story

How to find new angles in an “old” story

Up Next





• 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




• 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

Media Relations


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


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


Questions?

Thank You

Documents

Building a Newsroom in Your Organization