Marketing and Public Relations in a Friends of the Library Organization 04/01/2009
I. FOLs need to organize their marketing and Public Relations activities
A. Effective communications need to be :
1. Based on integrated approach— identify target audiences, what messages do you want to convey, actively seek out opportunities to convey that message to target audiences, use multi-media approach.
2. Implemented as in-house function with responsibility assigned to specific individual, rather than handled informally by everyone/anyone.
3. Targeted to audiences both external and internal. Include existing members, prospective members, library staff, library patrons (adults, children, young adults), other Friends groups, – and don’t forget the Board of the FOL.
4. Customized through use of communications plan – see attachment (1)
B. Basic Principles for Building Successful Relationships with the Media – see attachment (2) “Want Successful Relationships with the Media?” (I need to get email copy of this from Susie Bowie)
.
C. Tips for preparing messages for the media:
a. Be brief; stay focused
b. If you call, ask reporter if it is a convenient time to speak with you. Be considerate, respectful of his/her time, and always thank them.
c. Highlight the human interest angle rather than just facts. See attachment (3) “Put Persuasive Storytelling to Work for Your Nonprofit”.
d. Find way to capture reporter’s interest so the story is worth his time. Don’t only describe an event, but tell why it mattered and to whom. For example: the FOL has just purchased computers for the lab. Find out if anyone in the class has applied his new knowledge, for such things as applying for a job online, starting a business, corresponding with grandchildren:
e. Establish contact directory of media people: names, tel #’s, personal preferences, etc. Keep list up to date.
C. Use marketing and PR to expand membership in FOL.
1. Make a directory of organizations within your library service area that represent potential sources of new members and library supporters. These could include places of worship, civic groups, professional associations, realtor offices, and homeowner and condominium associations nursery schools, welcome services, etc. Parents who home school their children are great library users—and potential members to be recruited.
2. Offer to speak to those groups, keep them informed of events at the library, and provide information for special events, children programs, calendars.
D. Use technology to get your message across to your target audience
1. Use opportunities to publicize . For example, use library computers to advertise the FOL
At Jacaranda we have installed a welcoming screen in the lab with a picture of the board members stating that the computers are a gift from FOL
2. Establish presence on the internet
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a. Herald Tribune has website specifically targeted to nonprofits -- —volunteer opportunities, calendars of events, profiles, etc. It’s part of a “good 2 gether network” at http://dogood.heraldtribune.com/.
b. Get your FOL mentioned in newsletters and promotional materials from other events and other related organizations
c. Use various delivery systems such as email alerts, electronic newsletters, and boards.
d. Look at your own FOL website—is it current, attractive, does it provide capability for new members to join online?
Want Successful Relationships
with the Media?
Do…
…know the scene. Get familiar with the reporters covering your nonprofit’s mission focus. Get to know the Feature writers for human interest stories and the business reporters for submissions about your new board members, corporate partners, etc.Regularly read their articles, clip and file articles associated with your industry. (Same applies for TV, watch local news and become familiar with the on-air talent).
…make your releases timely, interesting. When pitching a story, ask yourself, is it timely? Is it interesting to anyone else?
…stay ready. Have possible story ideas available at all times.
…know your experts & let the media know. If you work with people who are considered experts in their field, let the media know about them. Send them a brief contact providing the expert’s name, background info and areas of expertise. List yourself as the contact person to set up interviews.
…stay in touch. Once you have established a relationship with a reporter, keep in touch. Don't just call when you need something. Let them know you liked a story they did, etc. Keep in touch via e-mail and phone.
…keep it short & sweet. Reporters never, ever waste words. You’re wasting their time if you are wasting words. Keep your news releases to one-page if possible. Reporters, editors and assignment editors are very busy and bombarded with releases daily, they want the Who, What, When, Where and Why. No all caps!
…have a media-friendly website. Post news releases, company history/facts, mission statement and contact info. (Keep it up to date).
…give lead time. The more time you provide for the media, the greater the chance it will get covered. If you send out a very early release, follow up with other releases as you approach the event. Pay attention to lead time required for magazines. (Typically 2-3 months prior to desired publication).
…follow up. You cannot expect to send a press release and sit back to wait and have it published. Although this can happen, if you really want the coverage, call to follow up.
…specify captions for images. Attach images to your releases, do not imbed them in the e-mail.
Do NOT…
…blanket reporters. When you send a release, only send it to the individuals and publications that make sense. (Don’t send releases that do not pertain to the publication's subject matter.)
…e-mail or contact several reporters/editors from one organization. Build a relationship with one contact and if you don't think they are the right contact for a particular release, ask them who should receive it.
…visibly copy everyone in a release. If you e-mail your press release to the media, send to individual reporters or use the "blind carbon copy" option so they can't see who else received the e-mail.
…think that anything is ever off record. Anything you say to a reporter is fair game for a story. Never request or specify that your comment is “off the record.” Even if a reporter begins a question with, “Off the record…,” do not believe that your comments will not be recorded!
…ever, ever ever ask to see a story before it is published or broadcast. This will never happen and will also make you look unprofessional
Adapted from Terri Behling, APR, 2006 Nonprofit Marketing & PR Forum
Always be on the Lookout for
Potential Newsworthy Items
from Your Organization
Intriguing stories about a volunteer or a project powered by volunteers
How your organization’s work is relevant to national or local trends
Human interest stories built around your programs (specific people who are being helped, how their lives are changed by your program…)
New exhibits or new programs
Local, state or national awards your organization receives
New board members
New partnerships with other nonprofit or for-profit organizations
A grant award (new or renewed)
Events…IF they have an interesting twist, they may be worthy of a story. Consider pre-coverage AND post-coverage. Even if media do not attend, submit a post-release with photos.If your events do not have an interesting twist, submit them in the calendar sections of local publications and e-publications. Calendar items are often not news!
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