The Smart Communications Podcast: Episode 175 Summary Title: Should the media be an audience for your brand?
Host/Author: Big Duck
Release Date: November 26, 2024

Introduction to the Episode

In Episode 175 of The Smart Communications Podcast, host Ally Dahmeu engages in an insightful discussion with Michelle Behar, a Senior Strategist at Big Duck. With over a decade of experience in crafting communication and marketing programs for diverse organizations, Michelle delves into the intricacies of media outreach and public relations (PR) tailored specifically for nonprofit organizations.

Understanding Media Outreach and PR for Nonprofits

Defining PR and Media Outreach Michelle clarifies the distinction between public relations and media outreach:

• Public Relations (PR): Encompasses the overall relationship an organization maintains with the public, including branding and how audiences perceive and discuss the organization. "[PR] is essentially what you're putting out publicly... it's how others are talking about you" ([06:34]).
• Media Outreach: Specifically involves reaching out to journalists and publications to secure interviews, features, or coverage that can amplify the organization's message. "Media outreach is specifically reaching out to journalists or a publication... getting to know and work with journalists to have them interview you or feature your organization" ([06:34]).

Assessing the Value of Media Outreach

Is Media Outreach Worth the Investment? Michelle emphasizes the importance of aligning media outreach efforts with the organization's overarching goals:

• Strategic Alignment: Organizations should evaluate whether media coverage supports their primary objectives, such as building credibility, raising awareness, or increasing program signups. "You should start with your organizational goals. Your goals will determine the extent to which media coverage can be valuable for you" ([02:54]).
• Audience Prioritization: Identifying and prioritizing target audiences ensures that media efforts effectively reach those most crucial to the organization's mission. "Think of the media as a way to amplify toward your primary audiences, depending on whom they are" ([05:37]).

When Media Outreach May Not Be Beneficial Michelle advises that if the target audience does not consume traditional media channels, investing in media outreach might not yield significant returns. For instance, if an organization's primary audience is teenagers who predominantly use social media, alternative communication strategies may be more effective. "If your audiences are not necessarily consuming the news in the way that you are trying to go after them... social media might be a better channel" ([06:04]).

Developing a Media Outreach Strategy

Initial Steps to Build a Media Plan Michelle outlines a strategic approach to effective media outreach:

1. Define Organizational and Communication Goals: Start by clarifying what the organization aims to achieve through media coverage.
2. Identify Target Audiences: Determine who the primary and secondary audiences are.
3. Understand Media Outlets: Conduct research to identify publications that align with the organization's mission and audience. "Do an initial just Google search and figure out what publications make the most sense for your organization" ([07:59]).

Creating Newsworthy Content To capture media interest, organizations must present stories that resonate with journalists and their audiences:

• News Hooks: Incorporate timely and relevant angles that make the story appealing to media outlets. "There has to be something of interest to them, what we call a news hook or something of that nature that can be really interesting" ([07:59]).
• Expert Commentary: Offering expert insights on current events can enhance credibility and increase the likelihood of media coverage. "Offer up someone on their team as an expert to a topic that's happening currently" ([09:45]).
• Timeliness and Planning: Ensure that media outreach is planned well in advance to accommodate journalists' schedules and deadlines. "Having your communications plan, trying to plan as far ahead... can be very helpful to get a jump on media outreach well in advance" ([10:19]).

Building Relationships with Journalists

Practical Steps for Relationship Building Michelle provides actionable advice for nonprofits looking to establish connections with journalists:

• Research Journalists: Identify journalists who cover relevant topics by reviewing publications and their staff pages. "Go to the publication, skim their About Us page... identify whom on their staff maybe focused on a particular topic" ([13:21]).
• Engage on Social Media: Follow journalists on platforms like Twitter or LinkedIn to understand their interests and preferences. "Following them on social media can be really helpful... to start building the relationship slowly" ([18:38]).
• Introduce Yourself: Send introductory notes to journalists, even without immediate news, to lay the groundwork for future collaborations. "Send them a note to introduce yourself and let them know about your organization, even if you don't have anything newsworthy" ([18:38]).

Measuring the Impact of Media Outreach

Evaluating Media Coverage Effectiveness Michelle discusses various metrics and methods to assess the success of media outreach efforts:

• Impressions and Reach: Track how many people have potentially seen the media coverage through circulation numbers or digital impressions. "There are a number of different ways that we can still understand where the value lies... translate that to impressions" ([15:37]).
• Tone and Sentiment Analysis: Analyze whether the coverage is positive, neutral, or negative to gauge its impact on the organization's reputation. "Tone and sentiment, analyzing the article... if it's positive or neutral coverage" ([15:37]).
• Coverage Type: Differentiate between mentions and feature stories, and consider the tier of the media outlet (e.g., Tier One like Forbes or niche blogs). "Tier one media coverage... doesn't mean that it's any less valuable to be featured in a blog... focused very specifically on your primary audiences" ([17:45]).

Final Tips for Effective Media Outreach

Michelle concludes the episode with key takeaways for nonprofit communicators venturing into media outreach:

1. Build Relationships: "Make sure to try to get to know as much as possible your journalists that you are pitching... start building the relationship slowly" ([18:58]).
2. Leverage Media Coverage: Once secured, share media features across all communication channels to maximize their impact. "Share it across all of your channels because those pieces of media coverage can be so incredibly valuable... put it on your website, tag the journalist, share in fundraising emails" ([18:58]).
3. Consistency and Patience: Understand that media relationships and coverage build over time and require ongoing effort. "Media coverage oftentimes organizations think it happens overnight. It does not. It is a slow but steady drumbeat" ([18:58]).

Conclusion

Episode 175 of The Smart Communications Podcast offers a comprehensive guide for nonprofits contemplating media outreach as part of their communication strategy. Michelle Behar's expertise underscores the necessity of aligning media efforts with organizational goals, understanding target audiences, building meaningful journalist relationships, and effectively measuring impact. Her practical tips provide a roadmap for nonprofits to navigate the complexities of media relations and harness the power of PR to advance their missions.

Additional Resources: For more insights from Michelle Behar, listeners are encouraged to read her blog post, "Should the Media Be an Audience for Your Brand?", available in the show notes.