How to

Get Your

Message Out

Through Traditional PR

• Government cutbacks• Competition• Demand• Diversity and cultural issues• Credibility• Social problems

Climate Change

The ABC’s of PR for Nonprofits

• Acceptance

• Build

• Communication

• Donations

• Encouragement

PR Tactics

• Brochures• Special Events• Facility Tours• Newsletters• Community Meetings• Press Releases• Promotional Items• Trade Shows• Advertorials• Celebrity Endorsements

• Research• Planning• Implementation• Evaluation

• Defines Problem• Describes Publics• Determines Process– WHO do you want to reach– WHAT do you want them to do– WHAT messages will accomplish that

Research

Planning

Goals

Audiences

ObjectivesStrategies

Tactics

Implementation

• Execution of the plan– Actual messages sent through what channels?– How many reached targeted audiences?– Monitoring tools for execution?

Evaluation

• Measure• Identify• Adjust• Research

If you can’t measure it,

it’s not an objective.

To tell the story of the issue behind the news

To frame your message within the parameters of “news” as opposed to “publicity”

To be as interesting to as many people as possible

Write it Right

350 words or less

Inverted pyramid

Fact check

Spell check

FOR IMMEDIATE RELEASEMEDIA CONTACT: Ginny Cooper

239-297-3638E-mail: ginny@mycoopergroup.com

HEADLINE WHICH SUMS UP INFORMATION THAT FOLLOWSA Subhead may be appropriate as well

FORT MYERS, FL (January 13, 2009) – Blah, blah, blah

###

Boilerplate: A sentence or two describing your organization which goes at the bottom of each release.

Photo Caption: If you are providing photos, provide captions and label them.

To be as visual

as possible

Ginny CooperThe Cooper Group

Public Relations and MarketingPO Box 3890

Fort Myers, Florida 33918P. 239-297-3638

ginny@mycoopergroup.comhttp://www.mycoopergroup.comhttp://www.mycoopergroup.blogspot.comhttp://www.linkedin.com/in/ginnycooperhttp://www.twitter.com/ginnycooperhttp://www.facebook.com/people/Ginny-Cooper/1408001032