Communications 101

For Chapters of The Arc

Achieve with us.

Kristen McKiernan

B.A. Communications, 12 years communications and media relations experience for Members of Congress and

Congressional candidates.

Shelly DeButts – Marketing Associate

B.A. in Journalism, former reporter, 16 years marketing communications experience for daily newspaper and a

national magazine.

Achieve with us.

What Can Media Relations Do For Your Chapter?

1. Raise the visibility of your work

2. Reinforce a positive image/dispel a negative image

3. Position you as a leader and valuable resource

4. Increase your credibility in the community

5. Give you experience in identifying opportunities to promote the work of your chapter

Achieve with us.

Earned media is favorable publicity gained through efforts other than paid advertising. The media may

include any mass media outlets, such as newspaper, television, radio, and the Internet, and may include a

variety of formats, such as news articles or shows, letters to the editor, editorials, influential blogs and social media

mentions.

Achieve with us.

Why Establish Relationships with the Media?

•You position The Arc as a resource

•Your are top-of-mind with reporters when news breaks (or when it’s a slow news day)

•It doesn’t cost you a dime

Achieve with us.

Step One: Preparation

•Designate a Spokesperson

•Create a Press Kit

•Identify Good Stories

•Educate the Media

•Utilize The Arc’s national staff

Achieve with us.

Step Two: Outreach

•Media Lists

•Press Releases

•Pitches

•Editorial Boards

Achieve with us.

Step Three: Relationship Building

•Be available and responsive

•Be honest and helpful

•Know and respect their deadlines

Achieve with us.

You should:

• Be reasonably accessible

• Be prepared

• Set parameters and

limits

• Maintain control of the

interview

• Follow-through

You do not have to:

• Know the answer to every

question

• Participate without being

prepared

• Tell them more than you

want

• Give them unlimited

access

Proactive Media Efforts – The Arc of Virginia

• Chapter’s advocacy work and a settlement to close some institutions

• Knew media coverage would be key to judge approving settlement

• Made media a priority

Responding in a crisis – The Arc of Maryland

• Chapter saw media coverage of abuse incident at a group home

• Felt The Arc had responsibility to say something

• Utilized national office’s expertise to help

• Responded to interview requests – made The Arc a resource

• Media Relation

• Public Relations

• Earned Media

• Marketing

• Promotions

• Paid Advertising

Communications Strategy

Adding Marketing to the Mix:

• Amplify your message

• Reduce risk

• Set up a positive reinforcement

The Arc Audi Racing Program Video

• Media outreach plan • Public relations plan • Marketing plan • Social media campaign • Grassroots efforts

• No cost • Interactive • Immediate • Intimate • Sharable

Harnessing Social Media

How Can The Arc’s National Office Help?

• Toolkits – sample press releases, media advisories, fact sheets, sample letters to the editor, etc.

• Our Communications Team – media lists, coordination, drafting of materials, tips and

training

• PSAs

PSAs

• Two 30-second and two 60-second versions

• “Adrian the Aspiring Actor” 60-second version allows for local chapter contact info at the end

• Download and put on a disc to send to local stations with a cover letter and info about your

chapter.

Contacts:

Kristen McKiernan, Communications Director

mckiernan@thearc.org

202-534-3712

Shelly DeButts, Marketing Associate

debutts@thearc.org

202-534-3710

Sarah Bal, Communications Associate

bal@thearc.org

202-600-3494