I’ve been to more than a dozen forms of DEI training but this dramatically changed my role in the world in the nonprofit space. I’ve done it all as a volunteer coordinator, grant writer, media relations director, executive director and funder. I offered to remove myself from the situation of fake-equity.

Now for the first time in my storied nonprofit career, I’ve had the honor of working with a team, including my cohort Nicki Faircloth, that not only centers on equity but also works actively to uproot systems of oppression internal and external.

We will talk about what that looks like during our webinar on Thursday, June 30th at 1 p.m. ET.

So, here are some examples of steps we took:

• Joined a like-minded cohort and mentor program that would challenge our methods and specifically “called us in” rather than “called us out”
• Started being honest without fear of failure or imposter syndrome
• Surveyed current board members and screened new ones for a DEI commitment
• Offered training for board and staff based on shared organizational values
• Looked around who wasn’t at the table or represented in our communications and hired “experts”
• Invited those who were underrepresented to make change and followed their leads
• Presented a board with a reparations line item for communities that might have been harmed by our “well-meaning” intentions
• Co-created heritage months to recognize communities and actively sought to understand places of pride and unique challenges
• Co-collaborated to create summits/retreats with those underrepresented

That is part of our journey we plan to share with those attending the webinar.

If you are struggling with DEI, know that we are not coming from a place of judgment. From last year’s Nonprofit Communications Trends Report, we know that while DEI statements and plans were the latest buzz in 2020…few people are confident about progress within their organizations.

“This year, we asked about implementing diversity, equity and inclusion policies in communications work. Less than half (41 percent) of survey participants said their organization’s DEI policy was clearly articulated. Of those with policies, only 17 percent said the policy provided them with clear guidance as communications professionals. Nearly half (46 percent) of nonprofit communicators personally feel they have a strong understanding of DEI concepts, with another 45 percent saying they understand somewhat. For comparison, 56 percent of survey participants in the Communications Network’s 2021 DEI Survey said they personally felt they had a strong understanding of DEI concepts.”

Here is what we learned from the report:

Having a DEI policy alone does not shift organizational culture.

Many of you COMMs folk out there feel like you are only an island when it comes to DEI.

Practical guidance is needed from every aspect of the organization. No matter where you are in the organization structure, here are three quick ways you can shift or positively impact the structure:

1. Recommending authentic training. No more workshops where people cry, clap and crap. Resist going back to doing the same old routine. Raise your hand and ask, “So what are we going to do differently?” Your DEI policy (if you have one) is a shared value, not a grant requirement, so feel free to bring leadership back to it.
2. Awkwardly be “that person.” My friends and family sometimes correct themselves around me when they use words like “crazy” or misuse pronouns. Honestly, I am not qualified to be the language patrol. I want to do better and am excited that others around me are being influenced to do better.
3. Seek out the “experts” around you knowing that most will not have titles. I’ve learned so much from Indigenous sisters about the layers of invisibility. Our friend and co-collaborator Kim Pevia has trained with us before. She often reminds us that healing these types of spaces moves at the speed of relationships. The “experts” around you are those you trust to read that annual report for tokenism, call you out on a fundraiser filled with exclusionary practices, call you in on appropriation and still be willing to have coffee with you.

BREATHE

If you are being real about DEI, it will feel uncomfortable. Even my 110-pound retired service dog runs to the bathroom when I start talking about inequity. Nicki Faircloth and I have worked together for more than three years as co-directors of a North Carolina based nonprofit, (alongside a rotating third person).

We have laughed, cried and had those WTF moments. We look forward to sharing our experiences and providing more practical tips during the webinar. When it comes to DEI, no one has all of the answers. I hang out with some damn good trainers and they are constantly learning. What we can commit to is getting you started on asking REAL questions. If you’re looking for a magical DEI solution, I can assure you that will not happen during this webinar. We plan to share some practical tips, and not to sound flippant, but when you start the REAL conversation and change the status quo “answers will come.”

The post Start Getting REAL About DEI and Communications appeared first on Nonprofit Marketing Guide (NPMG).

In the real world of fast-moving news stories, you need a little more time and preparation for crisis communications.

When Peter Panepento and I wrote Modern Media Relations for Nonprofits, we included a section of the book to cover crisis communications. We thought we had seen it all. From controversial staff departures to hot-button public issues, Peter and I had coached nonprofits through what we understood [at the time] to be critical crisis moments.

Then along came 2020! 

The hot mess of civil unrest, cancellations, closings, re-openings, and closing again have created little crises everywhere. If it feels like you need an Olivia Pope style intervention, you are not alone.

How do you handle crisis communications WHEN THE WORLD IS IN CRISIS? Well, Peter and I will cover this in an upcoming webinar on August 13th.

But until then…

What Would Olivia Pope Say to Communications Directors in Crisis?

Remain Calm: Put on your mask first; oxygen, that is. Remember that pre-COVID moment when you were sitting on a plane and the flight attendant demonstrates how to put on a mask and then encourages us to remain calm and take care of ourselves first? That was a life lesson.

Olivia was always telling people to calm down when they showed up in her office in a panic. She often started by telling everyone to BREATHE.

It’s hard to be a fixer if you are operating in a heightened state of panic. But this isn’t new for communications directors. As Kivi points out in her book, CALM not BUSY, chaos tends to land on the desk of the communications director.

Kivi writes:

“Many nonprofit communications directors feel like they work in a constant state of chaos. You might feel worn out because there are simply too many things to do. You likely have too many choices and too many decisions to make on each item on your to-do list, compounding the chaos.”

Kivi wrote this in her book pre-COVID, but doesn’t this sound familiar? 

“You might feel rudderless. Your boss either doesn’t consistently provide strategic direction, changes that direction frequently, or has left you alone to figure it out…

Communications work is fast-paced and constantly changing. The job of a nonprofit communications director is so varied from nonprofit to nonprofit that there is no common job description or playbook to follow. Everyone—even those nonprofits that really seem to have their acts together—is making this up as they go.”

From the outside looking in, panic will start to show in your communications. Some of what I have received from nonprofits during COVID seems rushed and frantic. One organization sent a note in an email about cancellations that I am positive it was incomplete. If you feel like you are living in a constant state of crisis, it’s okay to ask those around you to slow down. Close your eyes, imagine Olivia with her hands gently on your shoulders before you send out the next urgent email.

Don’t go low, stay high: Yep. Olivia would put her hands squarely on your shoulders, look you straight in the eye at close range, and tell you this. This is also NOT the time for pouting and tantrums online. This is not the time for arguments on social media. Sharp communication professionals understand that in times of crisis, it is easy to point fingers, get angry, respond in frustration, and the like. However, blaming and pointing fingers just makes you look like you do not have a firm grasp on the issue and/or problem at hand. Even if the crisis was not caused by your organization, even if you are the one responsible (or left) to clean up the mess – respond carefully, not with snark and sarcasm.

Focus on opportunities: Olivia Pope: “We are not out of options. I am not out of options. I am never out of options.” When responding to a crisis, it is important to be both in the moment and of the future.

What does this mean? Well, it means that when it comes to crises, it is important to be as many steps ahead of everyone else as possible. Think about not just your Plan A or B, but your contingency plans C through Z. The more ways you can think of for the situation to play out, the more ways you can plan to respond. Sure, everyone hopes things work out the way they plan, or at the very least, the way they SAY they plan for them to go.

But, if 2020 has taught us anything, it is that the moment you think you have a handle on something, that’s the moment you realize you don’t have a handle on anything. In times of crisis, the situation can turn on a dime and you need to be ready to respond to those changes. Actually, you need to be responding to as many of those changes as you can BEFORE they happen. Answering hard questions before they are even asked is a great way to put forth a message of confidence and control over the situation.

I am sure this is where Olivia would tell you: “You look like you’ve got it covered because YOU DO have it covered. No questions. No confusion.”

Be honest: “The truth is scary. But it is also powerful.” Last week, I found out that a nonprofit that has provided services for my mother while she lives in a nursing care facility will shut down permanently. I worried about their work when nursing care facilities in our state closed their doors to anyone other than staff and medical professionals. Communication throughout the pandemic has not stressed the sense of urgency. Staff people were terminated (probably the communications director). The lights went out on emails. When I contacted a recently laid-off staff person, I asked why they didn’t let donors and supporters know they were going through a crisis. A leadership decision was made to say nothing since they were not essential. While their services are not considered “essential,” the joy brought to my mom and fellow residents was vital. I guess I believed in their mission more than their leadership.

Find the silver lining: Some of the best examples come from organizations that take the time to feature staff’s personal stories or give virtual tours of their offices. One domestic violence shelter had an outbreak of COVID and had to close their doors. The shelter took the time to paint its location. It was something needed for years, but personnel struggled with closing the doors for service in order to make necessary building updates. Instead of focusing on having to close temporarily for shelter services, the communications director uploaded pictures online of the new and improved family room and playroom. The organization was even able to raise some building fund money in the process along with new toy donations for the reopening of the shelter.

Over the summer, I helped a festival that waited a little too long to cancel its press release that originally began with … “Due to the Governor’s Executive Order….we regret to inform you that…” to instead shift the focus on the fun things they COULD do. This included virtual tours and a focus on vendors that had signed up for the festival. They had an impressive online turnout and picked up a few new vendors along the way.

Now is the perfect time to prepare for the next crisis. Because this too shall pass…but maybe not a quickly as we all thought. And even the dynamic Olivia Pope would struggle in 2020.

On August 13th, Peter and I will be focusing on real scenarios rather than the fictional Olivia Pope.

We’ll prepare you for some common types of crises, including:

• Internal scandals in which a member of your staff or board has acted inappropriately
• Situations in which your organization’s financial decisions or practices are called into question
• External events, such as George Floyd’s murder, in which your organization needs to consider taking a public stand
• Disasters and pandemics

We’re updating our playbook from Modern Media Relations to prepare you for communications in a world of crisis. Join us for the webinar, so that you can say, “It’s Handled!”

The post Comms in Crisis? You are NOT Olivia Pope. appeared first on Nonprofit Marketing Guide (NPMG).

Rising Senior Chloe Greer!

This is why…

I’ve seen hundreds of good, bad and ugly nonprofit pitches as a media correspondent and former producer for the Public News Service. One report by Agility PR Solutions found that nearly half of all journalists worldwide receive more than 25 email pitches a day, while producing fewer than 25 pieces a month. So when we receive a GREAT pitch…it’s time to celebrate!

Sixteen-year-old Chloe Greer’s pitch is by the far the most genuine I’ve seen a long time. It can be overwhelming to think of pitching stories to press when the world has turned upside down. Chloe’s pitch was confident, clear and concise.

Meanwhile, I have been getting a host of really bad pitches lately that start with “Dear Journalist.” Insert [Immediate Eye Roll]

I have to admit that I’ve been “pitched” by this nonprofit with a rather lengthy press release, but I trashed the original pitch because they were not ‘local enough” for our publication.

But Chloe was local. Thankfully they reached out. She sent the following email in my inbox shortly after I mentioned the nonprofit film production in her hometown paper:

“Hello Antionette Kerr, My name is Chloe Greer and I recently seen your article on ‘Local family joins global theatre production’ I am also in this Digital Performance Project. Also my friend Lucy Duran is, who lives In Lexington also. We both have participated in Lexington Youth Theater plays. Please let me know if you need any more information.”

Note: With Chloe’s permission, I’ve included her exact words. It’s important to see that pitches are generally more polished grammar wise, but she’s 16 and there was something appealing about the notion that she wasn’t being overly massaged by communications staff. In fact, it was her authentic voice that clued me in that she was not being coached to get another story for the nonprofit film org.      

She ended with:

Oh — and it’s the creation of a non-profit youth theatre company. Wish us luck!

Chloe’s pitches reflect the most important elements of a good pitch. I teamed up with my friend Danielle Baldwin to talk about one of her favorite topics. She has worked in several aspects of the public relations world to present our small pitching award to Chloe.

Together we want to point out 5 noteworthy things Chloe did right.

1) Do your homework:

Chloe took the time to understand what I cover. Previously, the affiliated nonprofit sent a long press release about the film production. My coverage area was limited to one county [not mentioned in the release] so I trashed it. It took other actors and Chloe to “localize” the context. Most reporters are too busy between shrinking newsrooms, mandatory weekly furloughs and breaking news to figure out how a “non-essential” story deserves more than a second glance.

Your homework should also include letting the reporter know if you have read his or her past story. Looking for themes with reporters is a great way to get your message across. If you see a reporter writing about topics consistently that means one of two things:

1) They are assigned to that topic

2) Or they have a personal interest in the topic

Both are good news for you!

2) Show that your topic is something that people are passionate about:

The media needs viewers, readers and an audience. Share your current experience with the subject of your pitch and any effect it may or may not have had on your own life. Has this topic played a big part in your life, now or previously? And ask yourself, “Why now?” What makes this topic newsworthy? If you cannot answer that one simple question on your own, your pitch and the subject might need a bit more work before it is ready for prime time.

Does your pitch require that you do some additional investigative research in order to be thorough and accurate? Be prepared to answer questions about the research required and how you plan to go about doing that research. Could the subject benefit from an interview with a leading authority? Could you get that interview on your own? Would you need help doing so?

3) Focus on people directly impacted:

If it’s not personal to you, who can tell a personal story? In general, journalists will be more interested in people than organizations. We are often looking for people “directly” impacted by the problem you’re seeking to address, rather than the organization’s position.

Chloe talked openly about the student-driven nonprofit providing important opportunities and how she struggled mentally with losing the outlet of performance with the COVID-19 closings of theater and productions. If you have people willing to be open that’s going to help the compelling story.

4) Save the mission language for later:

Hold your elevator speech for donors. Journalists might care about your nonprofit’s mission but that’s often secondary to the people involved in the organization. The mission language is what boilerplates were made for!

After I responded with interest, Chloe sent all the nonprofit boilerplate type stuff and I used it as secondary content.

5) Seek SEO hype whenever possible:

Can you directly tie your subject to other timely or popular pieces on the Web? Can you provide linkable URLs related to your topic? Finding ways to make your pitch and its content SEO-rich in multiple ways is also an optimal way to make sure your pitch is successful.

We are in a time where search engine optimization is baked into every piece of popular content on the Web. Once you get to the point where you are actually building an article based on your pitch, it is crucial to make sure you curate that content in such a way that it has a real chance to rank high in search engines when someone searches using popular terms for a subject, that you just happen to have in your article.

These days, Search Engine Optimization of online content is no longer an option, it is a given. The content of your article after you have successfully pitched will be no different. Sure, your editor or the company you are pitching to could easily add keyword afterwards, but the more you can do this on your own (and your sample work reflects this as well), the greater your chances will be of having your pitch accepted.

One last thing…You should disclose any conflicts of interest…

In Chloe’s case, she warned me that she was also pitching the name of her friend Lucy. That helped me to decide not to run both of their stories within the same month.

Ask yourself…is the subject of your pitch something you are an expert on because of personal or previous professional experience? Will your content end up discussing a company you have previous work experience with or one in which you have some kind of personal or professional relationship? Are you married to someone who works in the industry you are discussing or for a company you may mention in your article?

If the answer to any of these questions is “Yes,” then you need to make sure you disclose that upfront, long before you are asked or it is discovered in some negative way. Answering any of these questions with a “yes” does not necessarily cancel out your opportunity to pitch successfully or have your pitch accepted.

Contrary to what you may expect, the fact that you have a more, shall we say, complicated relationship with the topic of your pitch, may work in your favor and may give you a leg up when it comes to having your pitch accepted. Either way, disclosure is paramount, for professional and legal reasons. Be honest, be explicitly clear and do it at the time of your pitch, not afterwards.

Should you be pitching right now?

The answer is “Yes!!!!” The news cycle is crowded but busy journalists are always looking for compelling stories, and there are plenty of ways to get your stories out there. Chloe is just one example.

A report from Adweek says journalists spend less than a minute reading most pitches!

Be like Chloe and make yours count!

The post The Award for Best Pitch Goes To… appeared first on Nonprofit Marketing Guide (NPMG).

This is unusual for me as a journalist, speaker, leadership team member of an advocacy-based nonprofit, and downright talkative person. 

My nonprofit wanted to put out a statement. Freelance news stories [demanding a Black perspective] awaited. And then there was the white cashier who decided I “looked tired.” I felt pressured to say something important.

Yet my responses to “How are you doing?” have ranged from “Slightly better than numb” to “Stop killing us.”   

What became important, in my awkward days of silence, was that nonprofits are in a unique position to offer help, healing, and hope.

Nonprofit voices are leading the way to change with thoughtful pieces about institutional racism, White supremacy and White privilege.

And yes, I know that some of us are just out here unsure about what to say or do.  

So without preaching to the choir, coddling, or providing a history lesson, I’ve divided nonprofit responses into these categories:

1. Silence
2. Statements
3. Solidarity

Let’s see what’s helpful and what’s just adding to the noise or even hurting.

Let’s Start with Silence

At such a time as this, even silence says something, especially if you are a white-led organization. “Colorblind” posts and statements are being interpreted by your audience. This was echoed in statements published by nonprofit leaders in the Chronicle of Philanthropy.

In “Silence Is Consent,” Kimberly Perry, Executive Director of the DC Action for Children, unpacks the notion of silence through the eyes of children:

“Many white parents avoid talking about race, particularly with their kids. They might believe that leading by example, with kindness and compassion, is enough. It is not enough. Children and young people deserve to unpack and understand their privilege in society. On the other hand, parents of color are forced to have the conversation with their children, over and over and over. Conversations about racism are vital for all families. Without conversation, our kids see silence and are themselves ill equipped to confront racism. And silence is consent.”

Kimberly Perry

Her sentiments about silence are echoed by many in this conversation.

This is a good time to talk within your organization about “silence” in your camp. If you are quiet because you do not understand statements like Perry’s…then you will need to seek more than THIS blog post for help.

But is there a place for silence?

I shared this question with my friend Kim Pevia. Kim coaches organizations around the nation on topics of racial equity and social justice and she recently received Ava DuVernay’s Array award as director of the Lumbee Film Festival.

Her advice is that there is a time to “Listen and Be Silent.”

Sometimes silence is the right thing. Because being tone-insensitive is worse than silence . . .

Two nonprofit emails in particular made me wish that people would stop trying so HARD to be a part of this painful conversation.

One nonprofit sent an email comparing Congress’s failure to pass the Equal Rights Amendment to “putting the knees in the necks of women.” A local humane society compared the mistreatment of Black people in custody of law enforcement to the mistreatment of animals. Both are incredibly tone-insensitive. 

Here’s Kim’s advice: “You don’t have to speak all of the time. You don’t have to post something on social media that points to how woke you are.”

You are lovely (in most cases) and you have also had the microphone for a very long time. It will be good to give the microphone to someone else who is living a different experience than your own. “Share the megaphone.”

Check this perfect example: Steven Shattuck at Bloomerang Tech dropped the proverbial mic on Twitter earlier this week.

Steven goes on to talk about the shift in editorial content in a series of tweets.

“We have 119,353 blog subscribers and 12,880 social followers. That megaphone now belongs to #BIPOC working in the nonprofit sector. You have an open invite to write for our blog (PAID!) and elevate your voice. I have cleared our editorial calendar.” 2/

“#BIPOC working in the nonprofit sector have something to say and we want to give them a platform. You will only occasionally hear from them at conferences and in industry publications. If you have a story, opinions or thoughts to share, I will publish it, and pay you.” /3

“Secondly, we have created https://bloomerang.co/dei/ to be a living library of resources dedicated to furthering diversity, equity, and inclusion (DEI) in the nonprofit sector. Submissions are welcome.” 4/

Steven and Bloomerang took white “silence” to a whole new (hopeful) level.

Along Comes the Flood of Statements

Statements often share a clear stance on care for and affirmation for Black people. This will not be appropriate for every nonprofit. Start by asking if your organization is ready for this. Don’t do this in silos. When releasing a statement, the entire organization must be prepared for questions, feedback, and pushback.

For examples, check out the growing resource guide that Julia Campbell and others are filling with powerful nonprofit statements.

Here are a few tips that Kim and I put together for those of you wishing to make statements:  

• Say Their Names. George Floyd is one of the most recent police killings of many other unarmed Black people including Breonna Taylor, Ahmaud Arbery, and Tony McDade. There are so many more Black people who have lost their lives senselessly.
• Take it Personally. What have you learned? How does racism impact those you serve? How is your organization responding?
• Call it Racism. Do not soften the intensity of systemic racism with broad language about diversity, equity, and inclusion. If the statement does not include words such as “racism,” “racist,” “White supremacy,” or “anti-Blackness,” don’t bother.
• Call for Action. If you are writing sincerely, your audience and supporters will want to know what to do next. If you don’t have an answer within your mission, consider diverting fundraising to a local Black-led organization or supporting directly involved groups.

Last, but not least. Don’t use Black Lives Matter in your statement, hashtag, or anything that resembles the movement to RAISE MONEY . . . unless you’re truly fundraising for BLM. 

Are You Ready for Solidarity?

Dear Allies:

This is a real fire . . . it is not a drill.

It’s not cute to use the term “In Solidarity” in statements and email signatures unless you are ready to carry the burden. 

Throughout this entire COVID-19 crisis, Kishshana Palmer’s Rooted Collaborative has been giving me life. *BIPOC Women, this is a healing space.*

She was quiet for a few days, but recently sent an update that best describes how your Black ED/Donor/Volunteer/Client/Comms Director might be feeling.

Kishshana gave permission for me to share her post.

“I am under siege. At home with blinds closed and doors triple locked; phones always charged and a ‘go’ bag packed. At work battling being undermined and overlooked…” she wrote. “Time and time again I have learned through hard lessons that my life — black people’s lives — can be taken at the hands of law enforcement or a ‘well meaning’ coworker and if I live…maimed by the bloody blows of racism so pervasive… so deep-seated that it sits in the air stale like a house that hasn’t opened the windows in years.”

Kishshana Palmer

This is why commitments to solidarity will be taken seriously. We’re talking heavy lifting.

If you are writing statements in solidarity, include steps such as:

• Critical anti-racism training and self-reflection
• Diverting resources/attention to Black-led organizations
• Condemning oppressive systems that cause to harm black people, and acknowledging harm that you’ve caused.

If any of those make you queasy…then you’re not ready for solidarity [See Silence above].

We are not all “in this together” because some of us are under attack at alarming rates. But we can get through this together.

The post Are Your Comms Helpful Now or Just Adding More Noise? appeared first on Nonprofit Marketing Guide (NPMG).

The first few weeks of social distancing felt like a special kind of HELL.

In case you haven’t guessed, I am a full-blown extrovert. And for some reason my best friends, partner and maybe even my rescue dog tend to be introverts. During my decade as a nonprofit executive director, I took an embarrassing number of tests like the Myers-Briggs Type Indicator®  that confirmed what my family and friends could have told me for free.

Disclaimer: I am skeptical of tests and labels made up by folks with implicit bias (and an abhorrent lack of inclusion), but there is something to be said when my scores on the extroversion scale were consistent. For years, people told me introversion and extroversion were about charisma versus shyness. WRONG! One of my coaches helped me realize that it’s often about energy. For extroverts, that means being around people.

The Myers-Briggs testing and others have gotten much better in their explanations over the years:

Extraversion (E)

I like getting my energy from active involvement in events and having a lot of different activities. I’m excited when I’m around people and I like to energize other people. I like moving into action and making things happen. I generally feel at home in the world. I often understand a problem better when I can talk out loud about it and hear what others have to say.

The following statements generally apply to me:

• I am seen as “outgoing” or as a “people person.”
• I feel comfortable in groups and like working in them.
• I have a wide range of friends and know lots of people.
• I sometimes jump too quickly into an activity and don’t allow enough time to think it over.
• Before I start a project, I sometimes forget to stop and get clear on what I want to do and why.

Social distancing isn’t a new challenge for me. A few years ago, I made a major move to an area where I knew a total of THREE people, including my partner who traveled three to five days a week. I went from managing two nonprofit offices, pop-up family functions, the nonprofit fundraising scene and a vibrant social life to running to the door to greet the delivery people (damn those folks are fast).

Moving helped me build a tool kit for this unprecedented time of social distancing. Now friends from on all sides of the extrovert spectrum are offering advice on how to handle the cancellation culture and stay-at-home orders.

A few of those recommendations:

Create public art: My friend at a local housing agency is sheltering in place with his family, including two teens who argue constantly. They decided to get out of the house and do sidewalk art. He was inspired by folks across the country using sidewalk chalk pictures to thank medical professionals, law enforcement, delivery persons and other “essential” employees. For those who don’t have a sidewalk, window art is another way to communicate with the outside world. In his words: “Nothing settles an argument over a borrowed hairbrush like thanking people who are risking their lives every day.” If you’re feeling up to it, organize a social distancing gallery map online. Also check out: Museum asks people to recreate art from household items while social distancing and it’s delightful. Maybe start your own art challenge?!?

Check-in with a friend: Physical distancing doesn’t have to mean social distancing. We are all missing that human contact right now, but it’s harder for extroverts. Fear, anxiety, and boredom are among many of the emotions people are feeling with every minute. Throughout this process I’ve checked in with introverts and extroverts alike with a range of feelings. You could be fine one day and tearful the next. When I moved to “isolation” a few years ago, I had friends who would check-in with me daily. We commited to be honest. Key advice for anyone struggling: Don’t suffer in silence.

Have “non-work related” video calls: Julia Campbell made a good point during a chat last week. She noted that some folks (even extroverts) are probably tired of Zoom calls by the end of the day. I felt that way last week but found a second wind with an online toast that included a group of friends I hadn’t seen in a while. I borrowed some advice from Gretchen Rubin, author of “Outer Order, Inner Calm” and host of the “Happier” podcast. In terms of social connection, “nothing can beat real life,” she said, but the second-best way to interact can be through images. There are plenty of apps offering video chat or live broadcast functions, ranging from Skype, Zoom to House Party. Use one to connect with a friend you haven’t seen in a while! She recommended “lots of touches” — virtually, of course — including writing cards to friends, hosting a virtual family reunion and even basic lifestyle hacks like sending more voice memos rather than text messages. Julia made a great point worthy of sharing, which is to encourage extroverts to actually listen! You might be tired because you’re always the ones talking?

Upskill: I’ve reached out to my favorite self-care enthusiast Beth Kanter. Beth’s advice was to take an online class. She’s been gathering an open Google Document with tons of COVID-19 related resources for nonprofit staffers. This is the perfect time for online learning and trainings. She also noted there are “so many free classes available now … not just lectures.” Here’s a link to a few of those free resources and job postings.

Be positive when you can: You don’t need to be fake but try to focus on positive things like what you have (family, friends, fur buddies, a job) rather than what you lost. Ever see a series of posts from a friend and wonder “are they okay?” That was me a few years ago. Are you that friend? It’s okay. For a while, I made it a goal to post something positive online every single day. It was a challenge by aforementioned author Gretchen Rubin. Her advice is “reimagine what you want and get out in front of it.”

Join/host online group activities: I’ve personally enjoyed connecting with friends through online parties. A few weeks ago, Dave Matthews (a fave of mine and Kivi’s) kicked off the Verizon’s weekly Pay it Forward Live series to raise money for small businesses. Listening online with friends gave me a much needed extrovert fix. Some friends and family commented through text and social media when he started playing “Grey Street,” a song that inspired our publishing company’s name Bold & Bright Media.

A List Of Live Virtual Concerts To Watch During The Coronavirus Shutdown.

Also, Kishshana Palmer’s Friday Night Karaoke hosted by the Rooted Collaborative: A Community for Women of Color Fundraising Professionals has been giving-me-life! I showed up on the call with NO makeup. I’m not ashamed to say… it was that kind of day. Raise your hand if you’re “over” getting all dressed up for Zoom.

From gaming to online scavenger hunts to writers group, there are so many creative options out there.

Allow yourself to be unproductive: I initially thought this time at home would mean getting to that long “to-do list.” My home is messier than ever. After entire days of not getting dressed, articles like “That Discomfort You’re Feeling Is Grief” by Scott Berinato really helped me name the sadness. In Candice Marie Benbow’s “You’re Allowed to Grieve the Year That Would’ve Been,” Benbow reminds us that it’s okay to take time to process those losses. Resist what we call in racial equity training the “Oppression Olympics.” Suffering is not a competative sport. “We need to move away from hierarchies of loss,” says licensed therapist and motivational speaker Thema Bryant-Davis. The myth that we should hold someone else’s suffering as greater than ours prevents us from honoring our own emotions as valid.

Keep your head up, dear extroverted friend! This year looks nothing like we thought it would, but with a little creativity it can also become a time to refresh and enjoy the things we’ve taken for granted. A few of my extroverted folks helped me create a “Stay at Home” BINGO game for you. We can chat about it on Twitter at thewritefolks!

The post How Extroverts Are Surviving Social Distancing #NPCOMMLIFE appeared first on Nonprofit Marketing Guide (NPMG).

I was first introduced to the Second Story communications specialist on Julia Campbell’s Nonprofit Podcast Creators Facebook group. Abigail was candid about their small nonprofit’s experience in starting a podcast on a tight budget.

Check out the full video!

With Julia’s help, I reached out to Abigail to learn more…

Here is a portion of our Q&A:

How did you get started?

“I was so nervous! It was a huge ask for us, and I really wanted them to say yes. I knew it would be a big-time commitment for me, and I wasn’t sure it would work. In fact, I had very real fears that it would be a total failure!”

But their pilot wasn’t a failure. In fact, the Second Story podcast series was a success!

Abigail, who refers to herself as a “millennial,” has been with her nonprofit for two and a half years. She felt it was time for something different and with more than 49% of the population listening to podcasts she knew that it had the possibility of reaching a different demographic.

How did you convince your organization’s leadership?

“I knew it was a good idea in theory, so in that sense I was nervous my managers wouldn’t see my vision and would say no too quickly. But I was maybe even more nervous for them to agree to the project and for it to fail,” Abigail said.

She put together a proposal that included statistics, gave a small budget, mentioned the kind of stories that would be shared and demographics of podcast listeners.

“I had a lot of confidence in the idea of podcasting to tell our stories, so it felt like we had one shot to do this right: if we did a good job I knew it could be amazing, but if we did it wrong we could waste what could have been something really huge. I put a lot of pressure on myself about that.”

The project was approved by her supervisor and they formed the Second Stories Podcast on a small budget.

What was the learning curve (tech-wise)?

“I’d say average to low end of competent. I’m no tech wizard by any means, but I’m definitely a problem solver and I’ve found that to be a huge help to me with technology. I see it more as a means to an end – I’m willing to figure it out if it’s important for a project, but it doesn’t come naturally to me at all. I have to work really hard to understand it. Technology became a lot easier to use once I realized it was inevitably going to have glitches, and my best tools are ample troubleshooting time and determination. Managing the podcast was actually pretty empowering to me in this way because it forced me to learn some more technical skills. (Not many, we’re pretty low tech over here, but I did have to learn some.)”

What was your biggest technical challenge?

“This season we experienced some issues with our editing software – Adobe Audition. My version was super glitchy, and I was working on a tight deadline so I didn’t have the time I wanted to troubleshoot and get to the bottom of the issue. We came up with some creative workarounds, but it could be time consuming and frustrating.”

*Erik and I have developed some quick tech hacks that can help with tech nervousness that we will share during next month’s webinar.*

What would you consider your greatest success in your nonprofit podcast experience?

“We’ve had so many small successes, it’s hard to narrow it down to just one. In short, I’ve imagined us asking a few hundred people, both big donors and people we’re hoping to reach, to show up to a room every week and listen to us talk about our work for a half an hour or more. That seems like a totally unrealistic dream come true for many nonprofits, but it’s essentially what our podcast allows us to do! Hundreds of people consume our long-form content on a regular basis, totally infused with our mission and stories of our work. Simply the fact that people listen for that period of time and keep listening is our greatest success.”

Success for Second Story Includes:

 1.      Listeners: The agency saw a steady increase in downloads. Abigail said, “Simply receiving affirmation that our listener base was growing and people wanted to hear more.”

2.      Donors and supporters: “People coming to us actually eager to talk about the podcast. This was pretty revolutionary. People don’t usually single us out at an event to tell us that they love our new fundraising campaign or they’re excited about our annual report stats, but they’re excited to talk about this.”

3.      Content: “Someone once told me they held our podcast up with This American Life. And though I am honest enough to know we’re not even close to that level, I do believe the stories we’re telling are just as powerful as some of the stories being broadcast to millions of people. That has everything to do with the amazing people we serve every day and little to do with us or our production skills. This American Life has moved me on so many occasions, so to hear that, even with less sophisticated journalism and weaker technology, our stories could create that level of emotional response if someone told me that we had achieved our goal for this project.”

4.      Teamwork: “Everyone was so hesitant about season 1, but by season 2, people were eager to be involved and hear more episodes. That was huge for me. The biggest one for me personally is being the conduit for sharing such profound stories. There’s nothing better than when someone tells us they feel we’ve faithfully shared their story, one of the most powerful and valuable things they have to give.”

To hear more from about Abigail’s success and others register for:

$20 BUDGET-FRIENDLY WEBINAR

The post Create the Perfect Nonprofit Podcast appeared first on Nonprofit Marketing Guide (NPMG).

You know you need great photography. But for whatever reason, you don’t have it in-house. Maybe you don’t have the skills or access to a professional. Or maybe you can’t photograph the real people you work with for whatever reason (privacy and safety being the main ones in the nonprofit world).

So, you turn to stock photography . . . and find nothing that looks authentic. Or maybe it looks OK, but represents a very slim segment of the people you are communicating to and about.

Where does a busy nonprofit communicator get real and representative stock photography of people for free or at least reasonable fees?

I asked Nonprofit Marketing Guide contributor Antionette Kerr to tackle this problem for us and here’s what she found.

~Kivi

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Let’s face it, traditional stock photography sites are filled with young, thin, light-ish, finely chiseled, gender nuanced, and able-bodied people WHO LOOK NOTHING LIKE US.

After a lack of diversity and complaints, thankfully the stock industry is changing.

You might need to change your approach to stock photography too.

Here are a few reasons why…

• Images are often connected with inclusion. They welcome folx, and the “same old” stock further invisiblizes communities.

• There are some free and low-cost stock photography tools out there so organizations can’t hide behind the budget. Prices often vary based on image, size and intended use. The sites mentioned in this blog provide images AND will educate you in the process.

• Most of us are guilty of overly used stock photography like the “classic handshake.”  It’s quick. It’s easy. It also screams EXCLUSION. How many times have you seen that on a website? Let’s face it, a lot of orgs are using the same tired stock photography sources.

• Staff, clients, volunteers, and donors want to see themselves reflected in your communications. Look around. Do your stock images really look like the people coming through the doors? For example, according to Refinery29’s campaign to change media images, more than 67 percent of women in the U.S. are size 14 and up yet those women make up less than 2 percent of the images in media consumed by a female audience.

So, here’s a quick list that will help you do things differently:

1: Photoability.net – provides photo options at reasonable prices including $14 based on the intended use. Let’s first start by recognizing that people with disabilities are often left out of diversity, inclusion and equity conversations. Most organizations that don’t have ableism, ability or disability in the mission don’t bother to show images of people with different abilities and that’s the problem.

According to a study published by the Centers for Disease Control, one out of every five adults has a disability. That’s 53 million! So why is it so hard to find stock photography that doesn’t come with a hefty price? Disability Images charges from $50 and goes up to over $450 based on resolution size unless you purchase subscriptions. Unfortunately, there aren’t a lot of free (high quality) alternatives for images.  But I can say that having this extensive list of image options is quite impressive.

2. CreateHER – Neosha Gardner was frustrated with being unable to find stock images of Black women. Gardner told Forbes Magazine, “The ones that were available were either outdated, lacked ‘style,’ and screamed cliché or stereotypical. I wanted to change that.”

Neosha describes CreateHER as “a grassroots resource and digital ‘pantry’ for stock imagery that can be used for lifestyle, business, and everyday content creation for bloggers, creatives, and online influencers.”

Pricing currently includes an access pass in which users can opt to have access to over 200 photos via the platform or direct email. Additional plans include pricing for individual images and bulk pricing. The good news is that they also have some freebies that currently include more than 180 images.

More good news. The CreateHER licensing agreement is generous for noncommercial use and written in plain English!

3. Nappy.co – Specializes in free high-resolution photos of black and brown people. Categories include: Active, Food, People, Places and Work. Many of the images appear to be international communities of color.

One of my favorite aspects (other than the melanin poppin’ photos) is its chill licensing language.  

“All photos posted on nappy are licensed under the Creative Commons Zero (CC0) license so feel free to do your thing. That means you can download these photos, modify them, share them, distribute them, or use them for whatever you want for free. In fact, we encourage it. The more you use them, the more we’re helping improve the representation of black and brown people in media.”

Expect some people to be bothered by the name but they don’t require that you use it. Photo by @username from nappy.co (replace @username with the photographer’s username found on the photo page).

Nappy does have rules: “You should refrain from reselling these photos, re-posting on other stock photo website/services, or using these photos to degrade or insult its subjects.”

4.  The Gender Spectrum Collection by Broadly – A stock photo library featuring free images of trans and non-binary folk. I discovered this site from Claire Cain Miller’s New York Times piece “What Being Transgender Looks Like, According to Stock Photography.” Transgender people are appearing more often in advertisements and mass media. But when they do, it’s very often in stock photos that show them standing against a blank wall, or else they are hardly seen at all. The most used stock photos are close-ups of their hands holding the symbol for transgender pride, without their faces or other defining features visible.”

This collection includes people with careers, relationships, passions, and at home FACE FORWARD all of their glory. *Side Note: We don’t have to wait for Pride Month to share images of people that appear Gender non-binary or LBTQIA+.

The photo attributions populated automatically after I downloaded my free images and the usage guidelines provided a mini moment of training.

“Limiting visual representations of trans and non-binary people in media also limits the range of stories in which we imagine those subjects. With this collection, we hope to encourage richer representations of trans and non-binary personhood within society’s most important mode of public communication, visually and editorially.”  The Gender Spectrum Collection

5.  Representation Matters – Focuses on filling media with stock photography with “dizzying” diversity and inclusion, including disability, age, and body images. Its collections include the categories: Health at Every Size, Diet Recovery and All Men From Different Walks of Life.

Prices range from $10 to $200 per photo credits. A monthly subscription from $10 to $188, or individual high-resolution downloads ranging from $5 to $50. Like most other sites, it also has freebies.

 

6. INSERT YOUR ORG – Still can’t find images that fully represent your peeps? You can start sharing your collection. Most sites listed welcome your contributions to their collections. Grab your camera. Make it a goal for your nonprofit. Have fun changing the stock photography media landscape.

OR

Be like Rebecca Alexander who started her own stock photography movement.

 

The Portland-based founder of AllGo (an app that helps folx who identify as plus-size find restaurants with comfortable seating) couldn’t find acceptable images for work and created a free photo stock library with a local photographer.

When it comes to stock photography, let’s “Be the change we want to see in the world.”

 

Read more tips and advice on nonprofit photography from Nonprofit Marketing Guide and our guest bloggers.

The post Six Inclusive Stock Photography Sites Every Nonprofit Should Have Bookmarked appeared first on Nonprofit Marketing Guide (NPMG).

Try this on for size…

Fate would have it that in the very same month Brad Shear started as executive director at the Potter League for Animals in June of 2017, he stumbled upon one of Kivi’s workshops about short annual reports at the Association of Animal Welfare Administrators Conference.  “Our fiscal year ends on July 31st so the timing was perfect to try something new,” he said.  “In previous years the organization had printed reports that were in the range of 20 pages, tended to be text-heavy, and including several pages of donor lists.”

Can’t Wait to See How This Story Turns Out?

Here’s a short video of Brad showing Kivi the finished product when they met again this summer, two years later (volume warning: Kivi squeals with delight):

https://www.instagram.com/p/ByrECPzFk6U/?utm_source=ig_web_copy_link

Putting the Idea into Action

Back in 2017, Brad took the idea to Kara Montalbano, director of marketing and community relations, who was excited about the idea. “When Brad approached me about doing a very scaled-down version of our previous annual report, I was 100 percent on board. Knowing that you have seconds to engage your audience to get them to buy into what we are offering made the decision to do something interactive a win-win,” she said. “In the past, I struggled with keeping 20 pages fresh and engaging, especially with pages and pages of donor names, et cetera.”

Kara had worked with a product called a “Z-card” for another organization so they decided to give pocket-sized annual reports a try. Kara said, “The design itself tends to come about organically…Then I focus on staying consistent with our branding strategy [color, concept, typography, etc.].”

• 

Like most new undertakings in the office, this change didn’t come without doubts.

 “Some staff were nervous about leaving out the donor lists that had historically always been included,” Brad explained. “I asked some of our board members if they cared about having their names listed as donors and no one did.” They decided to ditch the donor lists and long stories.

The Potter League for Animals incorporated Nonprofit Marketing Guide advice on the Five Features Every Nonprofit Annual Report Should Include.

·        Accomplishments as Opposed to Activities

·        The Financials (Explained in Plain English)

·        Making Your Supporters the Hero

·        A Call to Action

The only suggestion skipped from this list was “Stories from the Real People You Serve.”

They made this idea their own with intentional conversations.

“We wanted to focus on the key metrics that not only demonstrate we’re making an impact, but also tell a story about the depth and breadth of our services to the community,” Brad offered. “We made sure to mix information about our well-known legacy programs with some information about lesser-known, but important, programs we thought would surprise some people.”

The response to their pocket-sized report has been overwhelmingly positive.

“Several board members carry them in their cars and purses. We work with them on how to use the reports as tools to bring new supporters to the organization,” said Brad. “The feedback from everyone has been overwhelmingly positive. They love the design; they love the feeling that it is innovative and like that we are saving paper.”

Both Brad and Kara doubt they will go back to those cumbersome 20-page reports. This new model saves time, money, paper, and it’s something supporters can share easily.

Ask yourself, “When was the last time your board member carried around your annual report?”

For more, see Nonprofit Annual Report Best Practices, Example, and Templates.

 

The post A Pocket-Sized Annual Report appeared first on Nonprofit Marketing Guide (NPMG).

Journalists in my research prefer this format because it saves time and the frustration of setting up multiple interviews.

What is an online press conference or media event? 

An online press conference or media event allows the organizer to invite a group of attendees to watch a live online video presentation. This could be a conference call or video. The greatest advantage of a web-based press conference is that journalists don’t have to leave their desks to attend, communications people don’t have to schedule multiple interviews and the agency can have more control over the messaging.

I will be sharing more details about the Who, What, When, Where, & How of an online press conference during a budget-friendly webinar on Tuesday, July 9th. We will provide more insight into content, interview styles and inexpensive technology to get you started.

As a journalist, I’ve seen larger nonprofits accomplish this with simple tools but most examples are hidden behind embargoed media-only sites. When I’ve suggested the idea to nonprofits, some have the perception that press conferences and media events are reserved for larger organizations.

Here are a few reasons why online press conferences could work for nonprofits of all sizes…

·        You’ve just released a report and you need to coordinate staff interviews with multiple media outlets. Online press conferences will give your staff an opportunity to provide highlights from that report. Note: This is a win for those communications professionals who need to coach and make corrections to messaging.

·        You’re having an event and your expert or keynote speaker is busy or reluctant to give interviews. A quick 20-30 minute online interview (conducted by you) will give the journalists the quotes need to write a good story. Free technology such as Go To Meeting or Zoom will even allow you to take a few chat questions. Again, this is the perfect opportunity to help the “expert” drive home your key talking points. 

·        Breaking news related to your work JUST HAPPENED and multiple media sources want your agency to respond quickly. Creating an online press event (with a written press statement) could be the answer for those who need written quotes and audio. This will allow you to avoid any “Gotcha” questions and carefully script your response to hot topics. 

Your event could be as simple as a conference call format or YouTube video. Reporters can typically get what they need for a news story from a quick 5-minute interview, so your online media events should be brief 20-30 minutes to allow for unique samplings. Providing slides, photos, and documents on the call will help save time on the back-and-forth with journalists about minor details. 

Here are a few things to consider when getting started:

·         Send a media alert. Business Magazine explains the difference between a press release and media alert. Ask the media to register and send reminders through your technology. See examples of how to write a media alert from the United Nations Foundation.

·        Have a moderator or interviewer (this could be you). The moderator should have goal-oriented questions that are discussed with the staffer or expert before the event.

·        Names and titles of experts, staff, and speakers in the alert and on the call. Add those to your media alert and repeat them before each speaker. Note: If you are working in a conference call format, speakers should identify themselves if you have multiple people chiming in (otherwise attributing quotes could get confusing).

·        Be sure you give speakers some “home run” questions in advance. These are questions that you know will advance your agencies goals.

·        Let the content live beyond the event on your website, online newsroom, and/or YouTube Channel.

Journalists can register and check in online, so press conference organizers can know who attended and build relations afterward. Offer 3-5 minute follow-up slots for a number of media outlets and provide documents — presenters can use desktop sharing to show documents, graphs, slideshows, and Microsoft PowerPoint presentations.

Web press conferences have their limitations.

Some journalist will want exclusive content. Bloggers and print journalists can get quotes from presenters and ask questions, but there’s no opportunity to take photos. Also TV & radio journalists can’t use online video for their broadcasts if the quality of the video stream is poor.

My advice is to let journalists know that they can ask questions. Consider holding a regular press conference and streaming it online at the same time. Print journalists could grab photos, TV and radio stations could get what they need, and those unable to attend can watch at the appointed time, or watch later on your website or YouTube channel. 

Press conferences are changing…

When we talk about online press conference/media events, most people think of formal Press Conferences like the one in this video …

 While formal press conferences are nice, they often aren’t necessary, and journalists are moving away from this style of format. While these types of events have their place, journalists are continually moving toward attending less formal and more tech-friendly ways to share your stories.

There are alternatives like this example from The National Council of Nonprofits series of videos related to the importance of the US Census (same YouTube Channel as above but different style). This series of videos provides quality quotes and audio that could be used for radio. Remember quotes provide the exclamation points/opinions for stories.

So save yourself some time by using techniques from this empowered media relations strategy. Holding a successful press conference/media event can be the perfect opportunity to generate a buzz about your cause, event, project, or report.

For more on this trends, register for Trend Alert: Host an Online Press Conference for only $20. This 60-minute webinar will take place at 1:00 p.m. ET (10:00 a.m. PT) on Tuesday, July 9th.

The post Time Saver: Online Press Conferences & Media Events appeared first on Nonprofit Marketing Guide (NPMG).

During the wee hours of the morning of April 8^th, I received a call from Tom Harrison, director of the award-winning North Carolina Black Bear Festival and Bear-ology Museum.

Tom and I met a few months earlier at my G.R.E.A.T. media relations presentation for NC ShowFest. He asked for some advice as to how his small festival, in a small town, in a remote part of the state, could earn more news coverage.

As a follow-up to some recommendations about making the festival more newsworthy, Tom called to tell me about a newsjacking opportunity. Sadly another large black bear had been killed in a vehicle collision. He had asked law enforcement to give him a call next time it happened and was on the way to the scene.

He wanted advice about “newsjacking” and what to do in light of this tragic situation. 

Let’s back up…for those of you who haven’t stumbled across the word in previous posts, the term “newsjacking” or “the process of leveraging trending news to elevate your brand’s message,” was coined by marketing master David Meerman Scott in 2011. In his words, “Newsjacking is the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed.”

In our book, Modern Media Relations for Nonprofits: Creating an Effective PR Strategy for Today’s World, Peter Panepento and I talk about how nonprofits have used the strategy of embracing good, bad and ugly news to elevate their messaging with the media.

Tom’s scenario of newsjacking is slightly different from our original definition though.

Bear collisions were on the rise but not trending in the media before Tom’s photo of the dead bear went viral with over 400,000 views in 24 hours and a total of 3,003 shares.

This might seem like a morbid photo if you didn’t know that Tom’s concerns stemmed from the growing number of black bear fatalities and collisions on Eastern North Carolina highways.

Before his post, this growing problem had been underreported. In 1972 there were two bears killed on NC highways. In 2017, there were 277 and 209 in 2017. This wasn’t just about promotion as Tom pointed to the festival’s mission to: “Celebrate the fact that Eastern North Carolina has the world’s largest black bears and the highest black bear densities; and to educate people about these magnificent animals.”

Tom saw this as an opportunity to warn drivers and share safety advice on behalf of the museum and festival. The festival offered the media informative interviews with Tom and a wildlife biologist (board member).

This was my “Newsjacking” advice to Tom that morning:

Be Timely: News has a fragile life-cycle. Those of us in the business call the 24-hour news cycle “Feeding the Beast.” Newer is better, unique angles are the best, and stories grow old in a hurry. Ask yourself, “Why should people care about this story, TODAY?”

Be sensitive. Most “hot topics” in the media come with heated opinions, long-held beliefs and perspectives. Tom knew that posting a photo of the dead bear was risky – but real. The photo of the bear went viral on Facebook. Tom also gave other photo options (like the car pictured above).

This tragedy resonated with those who love the bears and drivers alike. It provided an opportunity for people to learn about driving safely during bear mating season. He didn’t get a lot of push back about the photo but inevitably, when you are talking about a hot topic…someone will be bothered. You will need to tread lightly. Check in with leadership before posting and run the idea by someone (preferably someone knowledgeable about the topic for help with messaging).

Be knowledgeable. Tom spent time studying the rising black bear collision crisis and was ready to offer statistics, experts and tips for drivers when tragedy struck. Breaking news moves quickly so try to set goals and prepare yourself for the next time something newsworthy happens in the media.

If you don’t understand enough about the topic…don’t move forward. Sometimes companies rush to join news trends without fully understanding the conversation.

Remember when DiGiorno tried to newsjack on the hashtag #Metoo Movement before doing their research.

Be tactful:  You want to be more than Clickbait

When you are talking about newsjacking, bad or good news, make sure it passes the three-question test:

Does it inform?

Is it accurate?

Is it honest?

Tom followed the advice Peter Panepento and I developed while creating the book Modern Media Relations and it worked! The Black Bear Festival received coverage from across the state and country. Overnight, Tom was identified as a thought leader and expert. More than a dozen media outlets (many said they had never heard of the museum or festival) contacted Tom for interviews and photo permissions.  

Newsjacking (although it can be tricky) is a useful tool to generate tons of media coverage and social media engagement.

What opportunities can utilize to insert yourself in breaking news? If you have relevant examples of newsjacking good, bad, ugly, send them my way!

The post Newsjacking: From Roadkill to Rock Stars appeared first on Nonprofit Marketing Guide (NPMG).