2012 ORR National Consultation Transforming Hope into a Brighter Future

Presentation by Project SOAR

International Rescue Committeeand Nationalities Service Center

September 19th, 2012

Utilizing Mainstream and Social Media to Tell Your

Story

Project SOAR provides ethnic community-based organizations (ECBOs) and other refugee-serving agencies with technical assistance to develop and deliver quality services and improve sustainability through support to:

strengthen organizational management, in areas such as fundraising and governance; improve services, in areas such as project design and case management; and build networks with peer and mainstream agencies.

Funded by the Office of Refugee Resettlement since 2003, Project SOAR is a partnership of the International Rescue Committee and the Nationalities Service Center.

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Why work with the news media?

• Increased visibility, name recognition, understanding of mission, agency credibility

• Raises awareness, public education

• Influences policy

• Triggers donations

What headlines would you like to see in the news tomorrow about your

work / group /organization?

What makes the ?

• Breaking stories• Big events• Big numbers• New twists on ongoing or old news• Conflict, controversy and tragedy• Success and achievement• The bizarre, unique and unusual• Interesting, influential, successful & talented people• Ordinary people who do extraordinary things• Local relevance• New statistics, reports, trends and findings• Follow-up and analysis of major events• Feel good stories / human interest• Openings, closings, beginnings and ends

“Good Story” Ingredients

Good news stories contain:

• News, Context, Impact and Human Dimension

• Journalists look for: A “story within the story”

• “Moving stories” that show change and results

• Compelling characters and storytellers: dynamic, informed, articulate individuals

• Interesting and powerful visuals and audio

How do you get in the news?

Make a Plan

Create Communications Plan to help you strategize your media outreach efforts

• Goal: What is your goal? What will change if you are successful?

• Audience and Message: What key messages does your organization want to communicate? Who are you trying to reach? What stories you could use to communicate this message?

Identify media outlets (reporters/blogs/talk show hosts, etc.) that might be best at communicating your key message to the audience you are trying to reach with your story.

Targeted Approach

Publication, Radio/TV Station Contact (Editor/Producer/Reporter)

Who will you contact? Can you offer visual/audio?

Things to consider: Has anyone covered your group/issue in the past? Who are they? How to contact

them? New radio stations? Ethnic Radio/TV? Local and community newspapers? Other?

Generating News Coverage1. Create a contact list of reporters working on the topic of

your organization’s interest (i.e. refugees, immigration, civil rights, etc.)

2. Introduce yourself to local media by sending them a note with your contact information and details about what issues you can speak to for future interviews

3. Offer your/your staff’s expertise for interviews on current topics

4. Invite reporters to your organization’s events5. List your events and briefings in “daybooks” like the

Associated Press Daybook, and in community papers6. Issue press releases and statements7. Pitch your great story ideas to reporters via phone and e-

mailCreate your own media coverage!

Developing Story IdeasOne of the best ways to assure good coverage of your programs is to pitch to reporters well-developed story ideas.

Identify the key issue you would like to address or an innovative project that you would like to publicize and then look for the “story within the story.”

Identify interesting and articulate people whom you’re assisting who can help convey your key issues, or whose lives are benefiting from your programs. Identify dynamic staff members who would be good spokespersons.

Get personal! Every refugee has a powerful and moving story to tell.

! Secure permission by beneficiaries for all interviews, videotaping and photographs.! Ensure that the individual knows he or she is talking to a reporter and what it means to be part of a story

that might be disseminated locally and globally.! Brief reporters in advance of an interview on relevant cultural issues and sensitivities. Explain what

kinds of questions, comments or actions would be insensitive to local cultural values, inappropriate, could expose a beneficiary to humiliation, cause potential danger and retribution or reactivate a his/her pain and grief from traumatic events. Ask the reporter to avoid such lines of questioning.

! Should a beneficiary volunteer such information, ask a reporter to be cognizant of the implications his/her reportage when using the quotes.

Tips for Successful InterviewsThink Strategically – know what you what you want to say!

• Think about three or four key messages, and write them down. For each message: write a short follow-up sentence, using simple and descriptive words.

• Think about an interesting story or anecdote to help illustrate your key messages.

• Do your research and have facts and figures on hand.

• Try to anticipate the reporter’s questions and have answers in mind. Think about every negative angle and ways to respond positively.

• Moving around from the central point to the problem statement, values, and recommended action is a good way to stay on message while following the flow of a normal conversation.

Key Message Story/Anecdote Facts/Figures Possible /Negative Qs

Tips for Successful InterviewsStay focused on telling the story that YOU want to tell.

• Do not forge it. If you don’t know an answer, say so, don’t guess. You can always tell a reporter that you’ll e-mail more details or exact figures later in the day or you can refer them to someone else.If you’re asked to speculate or guess, say that you prefer to stick to the facts.

• Avoid acronyms, jargon and NGO-speak. Say your organization’s full name.

• Don’t get too chatty. You’ll forget your key messages. Do not say more than you planned to say or feel comfortable saying.

• Speak slowly, clearly and forcefully. Speak in complete sentences, especially in reply to a question.

• Always be courteous and helpful. Be memorable.

• If reporters ask questions that make you uncomfortable, stay calm and move the conversation to your key messages.

After the Interview• Provide reporter with your card. • Get the reporter’s contact details and include them in your ever-

growing media database (if they are not there yet)• Give reporter publicity materials that describe your organization• Ask if your organization’s web site, phone number, and/or donation

information can be included in the article or broadcast• Invite follow-up questions• Ask for recording of interviews, find out likely

publication/broadcast dates• Present additional story ideas & invite future

cooperation

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Multifaceted Media approach

Produce Your Own Media!• Videos and photo essays • Op-eds and commentariesSocial Media: • Blogs, tweets• Facebook, Linked-In• Youtube

Defining Social Media

Social Media is … Social Media is not….

Building relationships A panacea for development

Dialogue A one-way flow of information

Information transfer Self-sustaining

Sharing and engaging

Before you get started, get organized!

• Evaluate various social media platforms• Define your commitment• Define your goals and objectives• Create content• Define metrics and create social media ROI

(Return on Investment)• Create a social media policy for your agency

Choose your platform (and many more… )

Platform Type of tool How it works? Best practices “Ur doin’ It Right”

Facebook Community building and social networking

Fan count is not as important as fan engagement.

Grow fans on Facebook organically –allow your fans the opportunity to share your content with their friends.

Post content that you would find interesting.

Post regular content that includes videos, pictures, discussion topic, links, etc.

Invite followers to participate. One to two posts per day. No spamming! Find a happy medium with the

amount you post each week.

There’s a reason behind everything you do.

e.g. Recruiting volunteers, highlighting success, etc.

You’re not posting press releases!

Twitter Generating buzz

Micro-blogging site. Post 140 character “tweets.” Best when you have a consistent

stream of content and/or daily news.

You can use third party tools to schedule tweets, manage followers, and automatically shorten links!

Include shortened links. NEVER link your Twitter to your

Facebook (or vice versa). Very regular updates. (Tweets

have a shelf life of 2-5 minutes.) Retweet (RT) relevant content

from other people

You’re thanking and involving community.

You’re posting diverse content.

You’re focused on forming relationships!

LinkedIn Community

building and social networking

Employees, volunteers, and board members can connect to the organization.

Group Pages are way to have a dialogue on a particular topic.

100% completed profiles. All staff and employees have

profiles that are linked to your nonprofit.

Manage and monitor who you’re affiliated with.

You’re encouraging your members, donors, and volunteers to add the Volunteer and Causes Field to their profile.

Blogs Share your story

and participate

Post original content that helps tell your story.

Stories should illustrate what you do – share emotion.

Blogger and WordPress are most popular.

Regularly post Manage comments. Make sure you link to your blog

on all your social networking sites!

You have regulars that comment on your posts.

You’re posting comments on relevant blogs in order to participate!

Flickr Share your story.

Media sharing site – lots of photos, some video.

Hold more than 3 billion pictures from 64 million users worldwide.

Post pictures from events as soon as they end.

Make sure to use the captions and titles to tell your story.

Post your pictures across your other social media tools.

Comment on relevant photos. Submit photos to relevant groups for more exposure!

Your followers are tagging your organization in their photos and helping you tell your story. (Case study: Oxfam)

And many more…..

A great social media ‘pin’

POST Method

P – People– Who are your trying to attract as followers?

O – Objectives– What are you trying to accomplish?

S – Strategy– What do you need to attached followers

T – Technology– What tools are the best for you to use to

communicate?

Sample Social Media PlanMonth Message Tool / Delivery Anticipated

Outcome1 Volunteer job

announcementWebsite link to FB and LinkedIn

Recruit X number of new volunteers

2 Short story / mention of current volunteer and their amazing work

Blurb on FB with feature on website

Increase number of FB likes by X

3 Volunteer recognition

Short video on youtube and linked to Facebook ; interview of our volunteer of the year award recipient

4 Photo from volunteer recognition event

Post photos on Flickr and Facebook; tag volunteers in attendance

Sample Social Media Plan

How much time should you invest in social media?

• Listening• Participating• Generating buzz• Sharing your story• Community building and social networking

Good luck with telling your story!More resources on the next page.

For more information, please write to SOAR@theirc.org

or call 917-332-0810www.ethniccommunities.org

Good luck with telling your story!More resources on the next page.

For more information, please write to SOAR@theirc.org

or call 917-332-0810www.ethniccommunities.org

Want to share your experiences?Have questions?

Resources for further study:

Resources of project SOAR on Media Communication Strategies:• http://www.ethniccommunities.org/wp-content/uploads/2011/0

9/MediaCommunicationsHandbookSOAR-06.17.09.pdf• Telling Your Story:

http://www.ethniccommunities.org/wp-content/uploads/2011/09/TellingYourStoryPPT.pdf

• The Communications Consortium Media Center (CCMC): http://www.ccmc.org

• Care2’s Nonprofit Marketing Blog: www.frogloop.com • Community Media Center: www.communitymediaworkshop.org • Mr. MediaTraining: http://www.mrmediatraining.com