Wednesday, September 22, 2010
Additionally, if you have chapters or associated organizations, it is important to conduct media training at least once per year. Provide them with toolkits, talking points and basics of the interview, to include crisis management (as Bob suggests). If you think you need help in this area, feel free to call or write me. Or if you are in Australia...do contact Bob! Bunnie
Media Policy for Nonprofits
by Bob Crawshaw, Maine Street Marketing
Recently I worked with a not for profit, with member clubs spread across two states, to develop a policy to help clubs and the Executive manage proactive and reactive media relations.
The policy featured:
•The objectives or why the organisation will engage the media in the coming 12 months.
•An encouragement for clubs to proactively engage their local media outlets as way of telling communities what they and the larger organisation is doing.
•Tools to help clubs such as pre-packaged media backgrounders, fact sheets, templates, speaking points and standard paragraphs for media alerts and media releases.
•Advice on how to access localised media contact lists.
•Guidance on handling media relations in crisis and advocacy situations.
•A media release review process - for all levels - so key players in the organisation know what is to be presented to journalists and what might make news.
•Tips for recycling earned media coverage so that office holders, members and key supporters know what the press is reporting.
•Social media guidelines so what is presented online is consistent with what is presented to traditional media.
And because it is often so expensive, a media policy should spell out the why, when and where advertising will be undertaken and how it will be blended with media relations.
Contact Bob at http://www.blogger.com/profile/12058326512528241097