# Presentation: XPCZ4OD3NIB5EAL2OODYLBU3CASG22WB

## Welcome!WebChat #4:Media for the Public! Dial In:1-800-861-4084.  Code:4102437979

**Welcome!****WebChat #4:****Media for the Public!** Dial In:1-800-861-4084.  Code:4102437979

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

- Jackie

## AmeriCorps Week Goals

*Campaign Consultation, Inc.*

- Jackie

**AmeriCorps Week Goals**

**Bring more Americans into service**
**Salute AmeriCorps members and alums for their powerful impact**
**Thank the community partners who make AmeriCorps possible**

- WebChat #4: Media for the Public!

**Notes:**
Jackie – 1 min

## Stephanie Grocott, Campaign Consultation, Inc. Jackie Aker, Corporation for National and Community ServiceSandy Scott, Corporation for National and Community ServiceLinda Brown Rivelis, Campaign Consultation, Inc. Erin Mazursky, Campaign Consultation, Inc.Patrick Metzger, Western New York AmeriCorps 

*Campaign Consultation, Inc.*

- Linda

- WebChat #4: Media for the Public!

**Stephanie Grocott**, Campaign Consultation, Inc. **Jackie Aker**, Corporation for National and Community Service**Sandy Scott**, Corporation for National and Community Service**Linda Brown Rivelis**, Campaign Consultation, Inc. **Erin Mazursky**, Campaign Consultation, Inc.**Patrick Metzger**, Western New York AmeriCorps

**Speakers**

**Notes:**
Linda

## WebChat #5:   Final Preparations

*Campaign Consultation, Inc.*

- Erin

**Future WebChats...**

***One more to go!***
***WebChat #5:   Final Preparations***
** ****May 6th 3:00-4:00pm EST **
**Last minute helpful tips to make your event even more successfu****l**

- WebChat #4: Media for the Public!

**Notes:**
Erin

## Agenda

*Campaign Consultation, Inc.*

- Erin

**Agenda**

-    Introductions & AmeriCorps Week Goals
-    Why media outreach is important and how it helps your project
-    Different kinds of media and how to get press
-    Projects that have gotten good press... word from the field
-    Going viral: Grow the movement
-     Projects on My Project Tool
-     Where to get resources
-    Q & A
-   Conclusion

- WebChat #4: Media for the Public!

**Notes:**
Erin

## Media Matters

- More funding
- Stronger pool of potential AmeriCorps members
- Stronger sense of community
- Engages broader range of people
- Great way to get recognition for efforts

- WebChat #4: Media for the Public!

- Jackie

**Media Matters**

**Notes:**
Sandy, less than 5 min

## Word from the field

*Campaign Consultation, Inc.*

- Michelle

**Word from the field**

- Pam H.:  I made a one year commitment to the InnerWest Community of Dayton, Ohio 10 years ago. The experience changed me and my life course forever. I became a concerned, active citizen in my community's policies and physical environment, and I will continue to do so anywhere I live on Earth. I pioneered a a youth leadership program designed to motivate inner city youth to be leaders in their communities and to teach American Red Cross courses to younger youth - courses including First Aid, CPR, and HIV/AIDS Education. Here's a picture of some of our chapter during our
- diversity training in 1999...Thanks AmeriCorps!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

- WebChat #4: Media for the Public!

**Notes:**
30 sec. Erin

## AmeriCorps is Needed More Than Ever in Our Current Economic Crisis

**AmeriCorps Week Messages**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

- This is an Unprecedented Moment of Opportunity for AmeriCorps
- AmeriCorps Builds Lifelong Civic Leaders, Strengthens the Nonprofit Sector, and Drives Social Innovation
- AmeriCorps: Heroes Wanted

## 574,000: Number of people who have served as AmeriCorps members since its founding in 1994.718 million: Total number of hours served by AmeriCorps members.$1.59 Billion: Total amount of Segal AmeriCorps Education Awards earned by AmeriCorps members since 1994.2.2 Million: Number of community volunteers managed or mobilized by AmeriCorps members in 2008.4, 100: Number of nonprofit, faith-based, and community organizations that AmeriCorps members served in 2008.$5.7 Billion: Amount of AmeriCorps funds invested in nonprofit, community, educational, and faith-based community groups since 1994.

- WebChat #4: Media for the Public!

**AmeriCorps Week Quick Facts**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

## Different Kinds of Press

**Different Kinds of Press**

**Earned media**
**Paid media**
**Partnerships/Word of Mouth**

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy ~30sec

## Earned Media

**Earned Media**

**Traditional PR activities:**
- Newspaper – Event or Feature Story
- TV and Radio
- Letter to the Editor or Op-Ed
- Editorial
- Blog entry

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

## Paid Media

**Paid Media**

- TV commercials
- Print ads
- Blog ads or targeted search
- *Usually only good when have a large budget

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy – 1 min

## Word of Mouth

**Word of Mouth**

- Emails to listserv
- Facebook/Twitter/MySpace
- Partner organizations
- Local businesses
- Blogs

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Erin – 1 min

- Timing of events
- Targeted media list
- List of documents/invitations/signage needed
- Main message for your organization
- Assigning responsibilities to specific individuals (who’s doing what?)

- WebChat #4: Media for the Public!

**Step 1: Create a Publicity Plan**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 2 min

- Assemble your list to include:
- Top editor, city/community editor for local paper
- News editor/station manager of local TV
- News editor/station manager of local radio station
- Online editor/manager for locally-focused websites/blogs
- Editors of special interest weeklies/monthlies
- Write a media advisory, alerting them to event
- Send out media advisory 2 weeks, 10 days before the event

- WebChat #4: Media for the Public!

**Step 2: Target Media Sooner Rather than later**

**Notes:**
Sandy – 2 min

- Who, What, When, Where, Why
- Keep it short
- Most important information
- Most eye-catching information
- The “Why” is the top message of the event

- WebChat #4: Media for the Public!

**Media Advisory**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
2 min

- WebChat #4: Media for the Public!

**Sample Media Advisory**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 1 min

- Late morning or early afternoon are the best times to attract media
- Logo/branding identification for AmeriCorps and your organization
- Invite media when action is happening, not just speeches
- Have press info at event and on the internet
- Designate lead spokesperson who can deliver message

- WebChat #4: Media for the Public!

**Step 3: Plan your event with the Media in mind**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 2 min

- Send out a press release the day before, the day of and the day after
- Make sure you are in communication with your networks and let them know about the event
- Stay in touch with bloggers

- WebChat #4: Media for the Public!

**Step 4: Send out Press Releases & **
**Alert your networks**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 2 min

- Your own article about the event
- Most important information in the headline and first paragraph
- Good quote from spokesperson or leader
- Number of people in attendance or expected
- In-line with messaging of the week/event
- Logo well-placed at top

- WebChat #4: Media for the Public!

**Press Release**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 2 min

- WebChat #4: Media for the Public!

**Sample Press Release**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Sandy 1 min

- Use the national story
- Register your event online: _[http://](http://myproject.nationalservice.gov/)__[myproject.nationalservice.gov](http://myproject.nationalservice.gov/)_
- Be creative and original!
- Invite local VIP
- Profile a member
- Highlight Recruitment
- ...get more tips online

- WebChat #4: Media for the Public!

**Tips for Getting Press**

**Notes:**
Sandy 5 min

- ... By getting media!
**Patrick Metzger**
- Integrated Communications Director
- Western New York AmeriCorps
- in West Seneca, NY

- WebChat #4: Media for the Public!

**Project knows how to **
**Get Things Done..**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Guest – 3 min

- _[www.americorpsweek.gov](http://www.americorpsweek.gov/ideas)__[/ideas](http://www.americorpsweek.gov/ideas)_

**Where to get more resources**

**Notes:**
Matt/Erin – 30 sec

**Where to get more resources**

**Notes:**
Matt/Erin ~ 30 sec

**Where to get more resources**

**Notes:**
Matt/Erin ~30 sec

**How are you going to further President**
**Obama's call to make communities stronger?**

- WebChat #4: Media for the Public!

**Going Viral**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Erin – 3 min

**Notes:**
Erin

**Finding/Registering Projects**

**Notes:**
Erin/Ross

**http://myproject.nationalservice.gov/**

**Notes:**
Erin/Ross

**Notes:**
Erin/Ross

**Notes:**
Erin/Ross

- Updated daily!
- Can also find on Facebook fan page: AmeriCorps Week

- WebChat #4: Media for the Public!

**Resource Page!**

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Matt/Erin

- Go to live resource page on website

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Matt/Erin

## Questions or Comments?

*Campaign Consultation, Inc.*

- Erin

- WebChat #4: Media for the Public!

**Notes:**
Erin facilitates and calls on people to answer 10 mins. Total

Erin and Jackie facilitate

## Be sure to join!

- Erin

**One more to go...**

*** ***
***WebChat #5:   Final Preparations***
** ****May 6th 3:00-4:00pm EST **
- Last minute helpful tips to make your event even more successful
**Be sure to join!**

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
1 mins.

Erin

## Please take the quick survey on the right so

- we can continue to make these WebChats
- as helpful as possible!
- Thanks!

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
Erin

- Thank you for attending!

*See you next week and tell a friend!*
**Visit **_[www.AmeriCorpsWeek.gov](http://www.americorpsweek.gov/)_** for more information**

- Erin

- WebChat #4: Media for the Public!

*Corporation for National and Community Service*
*Campaign Consultation, Inc.*

**Notes:**
3 mins.  Jackie