As a newsroom veteran, I’ve seen the hundreds of press releases that can come in on a daily basis.
Too many nonprofits are adding to the pile that gets thrown out almost immediately because they don’t take into account some simple principles:
Are there visuals associated with this story? Typically, no visuals = no TV. Getting a picture in with a newspaper article can make the article stand out.
Can the story be personalized? A story about a program is more interesting, when you can meet someone who has been touched by it. News organizations don’t just want to talk to officials with your nonprofit.
Why should we care? This is a question that’s asked in newsrooms. Some things are nice but aren’t news:
Safe food preparation at a Restaurant XYZ isn’t news. It’s something that the restaurant is expected to do. But if there’s a huge outbreak of e-coli that’s traced to poor kitchen cleanliness at restaurants, then you could do a story at XYZ, where you show how things are kept safe. While the two scenarios are similar, there’s an element of timeliness that would make the second version a possible story. The first version could still be put out on Facebook or a blog, where people who really like the restaurant might want to find out more.
Ask yourself these questions before you send out your next press release.
Below you’ll see two videos that I’ve produced. Both were shot with the same equipment. The difference is the length and the amount of time spent editing the clips.
Both clips have strengths and weaknesses. Before you approach a video project, think about what you want. If your vision is too broad, you’ll likely waste time and money.
No matter what social media tools you use to connect with your supporters, you need to make sure you’re delivering a clear message. The problem is that many nonprofits start to recycle some tired language that often boarders on cliches. It’s a great way to make sure people tune out your message.
Stay tuned for a list of the top phrases that your nonprofit should ban from all communication. We’ll have some fun but also make a series statement about making sure you’re being heard.
It can be tempting for nonprofits to bombard their audiences with lots of facts in their YouTube videos. Resist the urge. You love all the facts associated with your good work but others will be overwhelmed in a short attention span world.
Here’s a short clip I put together for my speaking business. Basically I’m having some fun with my first name. The idea is to make the viewer want to know more about you.
Try to find similar hooks for your organization. What will make them stop what they’re doing and listen to you and want to know more.
With improvements to cell phone cameras, it’s easier than ever for nonprofits to take pictures of volunteers and donors. Yet very often these shots look like they belong at awkwardfamilyphotos.com.
The problem is that the photographer just has a group of volunteers line up next to each other. “Click,” goes the shutter and another boring photo is born.
This kind of lineup doesn’t convey energy or enthusiasm, which is what you want to give to your supporters.
If you must take shots of the lineup, take an additional picture where you ask the group to cheer. Then compare the ordinary picture to the cheering one.
Which one produces more of a reaction in you? Which one do you think would make a donor stop and check out? Which do you think would make a donor forward a copy to friends and family?
I’m also a big fan of candid shots at your events. Try to get away from so many posed photos, like check presentations. Take me behind the scenes.
Show people doing things, especially as it relates to your mission. If your group has just held a food collection drive, can you take a picture of your volunteers surrounded by cans? Get creative.
I keep hearing about nonprofits that are struggling with social media. You’re job is hard enough without not knowing how to use these free and powerful tools.
I want to offer you the opportunity to pick my brain for 30 minutes. We’ll talk through Skype or over the phone and you can ask me whatever you like about social media. This is a chance for you to learn. I won’t be selling anything. It’s all about helping you.
In my career, I’ve benefited from the wisdom and generosity of others and I want to continue the tradition.
Contact me to set up your call. I’ll take the first five to sign up.
During the Superbowl, I noticed a couple of interesting things when it came to advertisements. As you know, companies pay big bucks to have an ad on during the game. They want to make sure they get as much bang for the buck.
The first thing that I realized is that many companies don’t wait until the big game before releasing the spots. Several days earlier, Volkswagen released this spot through YouTube:
The idea was to get people talking about the commercial ahead of time. In a sea of commercials during the Superbowl, it’s more likely that people will shush their friends and have them watch the spot.
It’s not rare to see a commercial that does not have a web address, Facebook, or Twitter address appear at the end. The goal is to engage the audience as well as measure their reaction to the ad. This kind of thing can make a message, stick, instead of being entertaining and then forgotten.
If the big companies are using the same basic social media tools to maximize their million dollar advertisement accounts, then why aren’t you taking advantage of them as well?
The story of the golden voiced homeless man, Ted Williams, swept across the nation. Suddenly the fall, rise, and possible fall of a man became part of the national discussion.
The story was captured with an inexpensive Flip video camera by a newspaper reporter. Would the story have had the same impact if it was only printed in a newspaper? No, you really had to see and hear Williams to get the full impact of the story.
Take advantage of video to spread your message. As we saw with Williams, you don’t need to have fancy production values to make a splash with the public.
Additional Resources:
Click here for Five Reasons Why Your Social Media Strategy Fails.
Do you have a great speaker at your next event but can’t afford to video tape them? Why not consider this low cost alternative? In the clip below, I used a digital audio recorder to record a short presentation. Then I took the mp3 recording and put it in a video editor. Then I added still photos to “cover” the black spots.
Now I have a video that I can post on YouTube and share with my supporters. In your case, you can use photos from your nonprofit’s event as your wallpaper video.
Don’t let a small budget limit your creativity.
Additional Resources:
Click here for Five Reasons Why Your Social Media Strategy Fails.
Imagine a dam bursting, only instead of water, it’s information that is flowing out. This kind of flood is a daily occurrence in TV newsrooms.
I spent more than a decade in TV news as a reporter and an anchor. I saw the deluge of press releases almost every day, arriving through the mail, email, and faxes.
I know that many newsworthy stories were never covered because they were poorly pitched. They end up in the trash or become a placemat for someone’s lunch.
Think of it like this: When you have a drawer full of rubber bands, getting one more rubber band isn’t a big deal. It hardly gets a second look.
This book will give you the tools you need to stand out from the pack. We won’t change your message but we will change the way it is packaged.
You’ll also pick up tips for how to present yourself on the air.
In today’s economy, free coverage is a great form of advertising. TV continues to be a fantastic platform to feature your organization. Despite all the challenges faced by this industry, there remains a hunger for good stories.
As a newsroom veteran, I’ve seen the hundreds of press releases that can come in on a daily basis.
Posted by Ken Okel 
