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A short deck on generating earned media for charity runs, walks and rides. Talk originally given at the Association of Fundraising Professionals conference in Toronto
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PR and social media for your charity event
Jackson Wightman – Director of Communications, CauseForce
Bio
• Director of Communications at Causeforce• Shoppers Drug Mart Weekend to End Women’s Cancers• Enbridge Ride to Conquer Cancer• The Underwear Affair
• Entrepreneur • FAIT ICI – local focused organic store in Montreal
www.faitici.ca
• Contributing Editor at PR Daily• www.prdaily.com
• Blogger • www.jacksonwightman.com
Outline
• Charity events and media coverage: the challenge
• Your participants = your best asset• Using video• Using the exclusive• Using social (esp. Twitter) to get coverage• Guerrillas in the mist?
Charity Event PR: the challenge
Charity Event PR: the challenge
• “So many events, so many causes”• Condensed season • Media inundated with pitches• Media in fluxBUT• PR has changed so profoundly that you can
win with a mix of old and new tools
Participants = your best asset
Your participants = your best asset
• Heart strings to move action• Participants humanize event/cause• Mine community constantly
• Internal comms key
• Empowering them to get press
Using video
Using video
• Your events ARE visual• Video: site, sound and motion • Flip cam = $200• Culture of “shaky video”• Ultimate social object• Amazing for storytelling• Video must be ready quickly • Increase chances of coverage due to macro factors
The Exclusive and you
• Old PR tool• Media does not want to cover same story• But you need them to • So, you give them slightly different angle by
pitching participant exclusives• WEWC TO case study
Social and your PR
• Red herring debate on where to house social• Your PR team BETTER know Twitter• Greatest media relations tool since the press
release• Solves age old PR problems• Quick way to help reporters • Stay on their radar• Be SEEN to be sharing content
Guerrilla warfare?
Guerrilla warfare
Guerrilla warfare
• Media stunts are appealing• Great way to placate stakeholders• Need to be different• Visual first but with interview opps• Limited power to drive bottom line• Best practice: grassroots initiatives where you
empower your community to drive bottom line
Takeaways
• Crowded field = coverage hard to score• Need to tug at heartstrings• Capitalize on current ease/culture of video• Give media “multiple angles of same story”• Social not just a “community building” tool• If you use guerilla it needs to be more than a
photo op
Thank You!
Questions?
Please follow up with me!
Email: [email protected]: @jaxx09www.jacksonwightman.com