Edited by Jessica Rosenberg

Words on the Web

Jessica Rosenberg

When writing on the web, panelists stressed nonprofits avoid jargon and use clear, concise language.

Especially when writing emails, Annie Kinnard Williams of EMMA said to never underestimate the personal touch.  No one likes a mass email so when possible, address your reader by name or organization and keep the language conversational.  It’s best to put your organization’s name in the subject line – that way your email is searchable once in someone’s inbox.

“Short updates on a frequent basis” is a good rule of thumb for email messaging, said Williams.  Stick to a schedule and try to be consistent.  And don’t rely on images to communicate information because some people block images and won’t get the message.

Brad Flora of Windy Citizen recommends nonprofits start using blogs to tell their organization’s story. Keep the language simple in blogs too, he said.  Even though it sounds informal, it works.

He also suggests that blogs should include links to other sites or blogs because it tells your reader that you are an authority on your topic.  Images are good too – it creates a visual appeal for your reader.

“The title of a post is absolutely critical,” said Flora.  It’s one of the first things that will grab a reader’s attention.

A good way to generate traffic to your blog or site is to fill a hole in a conversation.  Find out what’s missing in someone else’s blog and provide them with the missing piece.  For example, Flora said if a blogger doesn’t have any photos that pertain to their post and you do, send them over and ask them to link back to your site.

Social Media, News & Us

Susan R. Schwendener

Attendees at Social Media, News & Us broke into four small group discussions to share ideas on using social media. The entire group then reconvened and compared findings. Finally, four Chicago-area philanthropic leaders discussed funding social media.

The key message from the philanthropic leaders was that the $787 billion American Recovery and Reinvestment Act of 2009 will disburse $7.2 billion to build the U.S. information infrastructure (broadband and wireless Internet access).

In the breakout sessions, the first group noted: (1) old media strategies need to be used with new tools; (2) you – an individual at a non-profit- should become the media; (3) media is collaboratively created and we should push for that process to become more transparent; and (4) media should bring us together.

The second group discussed: (1) soft news – features about non-profit work – is harder to place in newspapers as the limited space is going to hard news; (2) the importance of having everything in place for busy reporters — i.e. faxes work because they put a hard copy on a reporter’s desk; (3) it’s all about relationship building, especially if non-profits are interacting with Tweeters; and (4) authenticity is STILL a big thing –it’s important to NOT put anything online that you don’t want globally shared.

Group Three discussed: (1) diverting traditional resources from mainstream media to online; and (2) the first steps in communicating with online media.

The fourth group noted: (1) the need for a social media strategy to be created before a group entered the online environment; (2) how crucial relationships continue to be in getting one’s story out; (3) the importance of mentoring and (4) how non-profit communicators should think about how they want to communicate with people and then combine that with online tools.

Opinions in the news

Dina Weinstein

In shrinking newsrooms, it’s often hard to reach reporters and columnists. Panelists elaborated on how nonprofits can get their message across and ultimately heard by media.

Chicago Tribune columnist Dawn Turner Trice writes about topics and issues she loves – not events – so groups should understand topics that are dear to her.

Tom McNamee, who sits on the Chicago Sun-Times editorial board, said the odds of getting an editorial increase if the issue is local.  Additionally, conflict makes an issue stand out.

For example, when a Bronzeville housing group sent him an email, he checked them out on-line and then met with them. Their concern for the 500 vacant lots they wanted turned over for public housing led to an interesting discussion. In the end, the housing group had educated the board.

“That pitch was successful because it was connected to the Olympic bid – which makes it timely,” said McNamee.

While it’s important to follow up with a phone call, Chris Robling, a WGN commentator and PR professional stressed that the facts your group provides reporters will be persuasive background information. When contacting journalists, his suggestions are to be quick and friendly; provide facts, information and sources and then move on.

“Organizations have their own stories that must be respected,” said Steve Rhodes, of the Beachwood Reporter. “Journalists do use websites with newsletters for information and sources.”

Try to get an op-ed, urged Rhodes, once one or two reporters cover your organization, it’s like a domino effect in the media.  But most important, your organization has to be reliable because there are a “bazzilion” groups that want to be the authority on any number of issues, Rhodes said.

“Cultivate relationships,” said Trice. “Press releases can be missed. There needs to be follow up.”

New Tools or Toys?  Social Networking!

Jessica Rosenberg

Nonprofits should strategize when using social networking sites and never rely soley on Facebook or Twitter to solve their communications problems, according to panelists at New Tools or Toys?  Social Networking!

“Social media doesn’t replace a phone call or face to face contact,” said Doug Schenkelberg of the Heartland Alliance.  “They are a tool that has a place and a time.”

Echoing that theme, Arif Mamdani of the Progressive Technology Project said he was skeptical as to how social media can help nonprofits.  Social media sites are just tools, he said, and tools don’t make money for you – it’s your strategy.

One strategy is to use social media as a listening tool, said Mamdani.  It will help you “get the pulse of what others are saying about your organization’s issues.”

Another strategy, said Monique Caradine of Momentum Media TV, is to repeat your organization’s mission on different platforms.  However, nonprofits should repurpose their message and condense it into smaller sound bites so it’s more Facebook- or Twitter-friendly.

Caradine also encouraged nonprofits to form partnerships with other organizations.  That way, she said, others will re-Tweet, link to, or pass along your message on their blogs or Facebook site maximizing your organization’s visibility.

Both Caradine and Schenkelberg stressed consistency in online messaging.  The more staff members you have on Facebook or Twitter discussing your work, the harder it will be to control your brand and accurately communicate your mission, said Schenkelberg.  Plus, some people want to keep their Facebook pages private or for personal use, so it’s not a good idea to have every staff member on Facebook.

News Columnists

By Christopher Brinckerhoff

In the “News Columnists” breakout session nonprofit communicators had the opportunity to ask journalists how to successfully pitch them stories.

Southtown Star columnist Phil Kadner said one of his trusted sources was in the audience, and she became a go-to person because she clearly understands the homeless issue, and provides accurate information quickly.

Panelists stressed the importance of responding quickly to a journalist’s calls.

Chicago Tribune columnist Mary Schmich said writers “live in a state of panic.” When they call sources they need them to move as fast as they do. Timing is always key.

Schmich said one of her expected columns fell through at the last minute because a necessary phone call was not returned quickly. She had to pursue a different story.

“You have to be available,” said Schmich.

Daily Herald columnist Burt Constable said it’s important to consider the type of angle the reporter you’re pitching needs. In his case he needs a suburban angle. If your story doesn’t have that, you’re better off pitching it to another publication.

Constable also said pitches need interesting or entertaining people in it.

Moderator Laurie Glenn, Think Inc., who has successfully pitched columnists, said it’s important to keep in mind journalists are regular people just like everyone else. They have good days and bad days, and you need to be mindful of their needs. Don’t call them at 4 p.m. because they are on deadline at that time. You should read their stories on a regular basis so you know what kinds of issues they cover. Only contact a writer if you think you truly have a story that fits within the scope they usually write.

Neighborhood News

By Sarah Conner-Smith

Since the profession of journalism is changing so dramatically, the panel addressed questions about the survival of community news and its very definition. The panelists represented very different outlets that are all surviving – and some thriving. All agreed that while the future is unknown, there is a lot of opportunity right now for neighborhood news.

The panel was moderated by Mike Doyle of Chicago Carless, and included Brad Flora from Windy Citizen; Silvana Tabares from Extra Bilingual Newspaper; Dan Weissmann of Vocalo and Daniel X. O’Neil of every block.com; and Geoff Dougherty of the Chi-Town Daily News.

Journalism as a profession hasn’t changed much. What is new is that people who have never been journalists are being brought into the industry. A question was raised about the “unprofessionalization” of journalism by brining in unpaid citizen journalists. Dougherty said that the Chi-Town Daily News gives volunteer bloggers journalism training.

All agreed that the Internet and economy are forces transforming the industry. However, Tabares noted that while many traditional print papers are experiencing economic woes, Hispanic papers grew 4 percent last year. The Hispanic community has a loyal readership and strong community.

Flora asserted that a lean existence means sustainability is possible. While there is enormous potential, there are also risks and unanswered questions. The panelists agreed that there is no one model or prescription for success and that they all need to keep working at it until a solution is reached.

Note to organizations who want to reach the neighborhood news outlets: send press releases and targeted news nuggets instead of scattershot newsletters and spam. Tell your story and share it.

Metro News

By Jennifer Lacey

With newsrooms shrinking, nonprofit communicators can still get their organizations’ stories into the hands of editors and reporters.

But one step is crucial- do your homework.

Panelists Tony Martinez of Telemundo; Cate Cahan of WBEZ-Chicago Public Radio; Don Hayner of Chicago Sun-Times; Mark Jacob of Chicago Tribune and moderator Valerie Denney pointed out that nonprofit communicators should take a direct path when seeking to get their stories heard.

Jacob advised nonprofit communicators research bylines and target reporters who are already covering issues they want to pitch. Jacob and Hayner stressed many editors are short on time, so getting to the point is of the essence.

“If you’re pitching a story, first of all, don’t meander – don’t circle around the story. Have something to say right away,” advised Hayner. “ Do not call and say ‘Did you get my email?’”

Hayner said technology such as email and Twittering will not necessarily make your pitch stand out. But success lies in connecting with the “right” reporters who have a familiarity with the issues to which you are trying to call attention.

Also, nonprofit communicators should understand the demographics of the news outlets they pitch. Competing newspapers may cover the same stories, Cahan said, but will do it in different ways – which is an advantage for nonprofits.

Cahan encouraged nonprofit communicators to gain exposure by offering their expertise on an issue, therefore becoming a valuable resource for news outlets that are seeking to do better coverage.

When it’s time to connect with news outlets, a succinct email with a direct subject line or phone call can enable nonprofit communicators to get their stories heard.

Remember, knowing how to target your stories is key.

Lessons from the Obama Campaign

By Lea Erwin

Learning how to utilize social media to capture the attention of a large audience is crucial for any nonprofit communicator. But recognizing audience diversity, using old-fashioned methods of communicating as well as social media are also important.

Social media has impacted all forms of communications including the voting process as demonstrated in last year’s presidential election.

“I don’t think 10 or 15 years ago Obama would have captured such a wide audience if it weren’t for the Internet, said Becky Carroll, formerly with Women for Obama.

Panelists included Carroll; Paul Baker, Websitects; Tracy Van Slyke, Media Consortium; Demond Dummer, New Organizing Institute Fellow and moderator Thom Clark of the Community Media Workshop.

The speakers agreed that identifying their audiences helped them to effectively use social media.

“Obama people were talking to a network of people via text. Hillary was just using phones and one-on-one communicating,” said Van Slyke.

But Slyke reminded the audience that although social media worked for Obama it does not work all the time. “The number one lesson I have learned is that all the tools in the world are fabulous but what’s your strategy behind it? What’s your unique niche to the audience?”

Panelists also stressed engaging with all types of people, collecting contact information and finding leaders.

“At the end of the day the Internet is great but you still have to use the same old tools, such as going door to door,” when campaigning said Carroll. But, while it’s important to use both methods of communications, the Internet is still a powerful tool and as a result, campaigns will never be the same again.

Global Chicago

By Michele Amoroso

“Ethnicity is the soul and system of Chicago,” said Global Chicago moderator Steve Franklin of the Community Media Workshop.

Among Chicago’s 300 ethnic media outlets, there are 30 Polish radio stations, 20 Latino papers and 21 African-American outlets.  Ethnic media outlets carry news stories that no other outlets do and many newspapers are passed around two or three times among the community.  Even in tough economic times, ethnic media survives because its mission reflects the values of the communities it serves.

Panelists Javier Salas of Univision Radio, Richard Muhammad of Final Call, Don Tagala of ABS Broadcasting Group and Mansour Tadros of the Future Newspaper, discussed giving voice to issues within the ethnic community and elevating the ethnic media profile to a higher platform.

To increase opportunities for inclusion, panelists said messages about social concerns should include how a particular story impacts or reflects their ethnic group.

Tadros said there is a need for positive and encouraging stories that may inspire people despite hardships.  Salas said that in the Hispanic community, the base issue is immigration and all other issues connected to it.

Salas and Tadros also said that when contacting an ethnic media outlet, be upfront and tell them you only speak English or need help translating – the outlet will work with you and help you direct the story for a particular audience.

Whenever possible, said panelists, find out if editors want to be contacted via phone or email.

Funding Communications in an Age of Austerity

Michele Amoroso

While the biggest challenge facing nonprofits is a shrinking pool of available resources, Moderator Laura Fletcher of the Chicago Foundation for Women squeezed panelists for their insights on supporting the communication needs of nonprofits.

The stark reality of the current economy will really hit hard in 2010 when some funders expect a 30 percent decrease in funding for nonprofits.  As a result, panelists said to get creative – sometimes funders can provide in-kind assistance or consultations instead of cold, hard cash.  Another alternative and effective communication strategy is a co-op arrangement with the Ad Council, a media outlet and a partner organization to use a promotional conduit at a discounted cost.

In realizing the funding needed for your communications plan, significant challenges will include acquiring ‘buy in’ from your organization’s leadership, staff, donors and funders.

“Generating buy in for the communications plan must be demonstrated, along with how the plan will elevate all facets of the organization and demonstrate the value of communications,” said Michael Chiahak from the SPIN Project.

‘Buy in’ from your organization must occur primarily from leadership.  If communications is not a leadership issue, the communication staff must make it one with the executive director, board and donors.

Communications should be included in strategic planning, said panelists.  Start with how your plan affects the development department and demonstrate how increasing your branding will increase revenues. For assistance in developing your communications plan, templates are available at the SPIN Project at www.CommunicationLeadership.org.

Pitching Freelancers

By Andrew Miller

For nonprofits looking to generate publicity, it has never been more important to connect with freelance journalists. With cash-strapped publications all over the country relying less and less on salaried staff writers, freelancers could be essential to delivering your organization’s message.

But how exactly should nonprofits go about pitching their stories to freelance journalists?

According to long-time freelancer Kelly Kleiman, the first step is to make sure you know what kind of story you want written. “If you don’t know your story, you can’t tell your story…you have to do the work at the organization to have your elevator story ready.”

Kleiman emphasized that “originality and specificity” are the keys to a successful pitch. “It has to be more than ‘we serve people’… what I want to see is essentially the first paragraph of the story you want [us] to write,” she said.

Several panelists highlighted the importance of building relationships with freelance journalists. “It’s important when you pitch a freelancer to know which outlets they write for,” said Catey Sullivan, a Chicago-area freelancer who focuses on theater and arts stories.

Claire Bushey, a freelancer who writes regularly for Crain’s Chicago Business, said nonprofits need to be realistic about the time lag between pitching a story, getting it accepted by an editor and actually seeing it in print.

“There’s a lot of hurry up and wait,” Bushey said.

Dawn Reiss, another freelancer on the panel, encouraged nonprofits to think hard about what kind of story she could successfully sell to an editor. “I get 50 pitches a day.  Is there a local angle? What makes your story stand out?”

For nonprofits that need contact information for freelance journalists in the area, Reiss suggests a number of different websites and organizations, including: Facebook, Twitter, mediabistro.com, freelancesuccess.com and the Chicago Headline Club.

Cause Marketing

By Andrew Miller

Interested in getting corporate funding for your next big event? Need help from the private sector to get the word out?

The key is building relationships with potential corporate donors.

When approaching donor companies, non-profits should focus on “knowing where they’re coming from, knowing who’s on the other side of the table,” said Jennifer Connelly, executive director of the American Marketing Association’s Chicago chapter.

Connelly stressed that the most successful non-profits know how to tell their stories in an effective and convincing way. “Partnerships, personal stories and data get you in the door,” she said.

Wynona Redmond, director of public affairs for Dominick’s, summed up her advice for nonprofits looking to improve their pitches to donor companies.

“How do you make your cause stand out? Make it personal, make it align to the mission, do your homework and say thank you,” said Redmond.

She also emphasized the importance of understanding what donor companies want out of a sponsorship relationship: visibility and exclusivity. “Branding our dollars is very important,” Redmond said.

One way to guarantee visibility to corporate donors is to partner with radio stations such as Q101 and The Loop. According to Marv Nyren of EMMIS, both stations have an entire division devoted to finding sponsors for nonprofit advertisements on their airwaves.

Radio stations like these bring communications and marketing expertise to nonprofits and sponsors looking to get their message out, he said.

Finally, Redmond encouraged all nonprofits, regardless of size, seek out partnerships with companies such as hers. “No organization is too small or too large, when you have a nonprofit organization that aligns with our mission.”

Broadcasting Online

Christopher Brinckerhoff

The changing definition of broadcasting has organizations of all types rethinking their missions, said See3 Communications CEO Michael Hoffman. Newspaper companies no longer look at their industry as the print business.

“We’re in the news business,” Hoffman said. “And that means all of a sudden on the Washington Post or the New York Times websites you’re seeing a lot of video. They’re saying we’ve got to think about what we do differently.”

Asian American News Network reporter Kristine Ostil said it’s important for nonprofits to translate their messages into images. And it’s critical to provide accurate facts.

“People are visual; we want to see what your mission is,” Ostil said. “Make [your website] easy to navigate. There is a lot out there, but what we’re looking for is accurate facts.”

Southwest Youth Collaborative’s David Marques said broadcasting online means having the ability to distribute messages to a larger audience.

“It’s about going where the people are,” Hoffman said.

The advantage for nonprofits is that they have great stories at their disposal.  And those stories make great videos, agreed the panelists.  But Hoffman said not to limit story-telling to just video – photography, audio and slideshows can also be very powerful broadcast tools.

Hoffman said while his organization does produce videos for nonprofits, it’s more beneficial to help them produce videos on their own.  But in the end, it’s all about the story.

Branding Bliss

Julie Atty

“Understanding who your target market is, and understanding what makes you different is really important,” said panelist Chris Beebe, principal for The Visionary Agency.

Beebe suggested non-profits view branding as dating.

“Often times in the non-profit world everyone is saying the same thing. What is that lasting impression? Your brand is the complete walk away impression of who you are.”

Christine Harmon, founder and principal of Harmon Interactive, agreed with Beebe.

“The discovery process begins the branding process,” said Harmon.  “This leads to a positioning statement…you really need to build your brand architecture with the position statement before jumping into all of the vehicles.”

“Branding is a process,” said Dawn Hancock, owner and creative director of Firebelly Design. “It begins by answering key questions about your organization. Once leaders are on the same page, it’s time to structure a branding plan,” said Hancock, who also created the Firebelly Grant to consult non-profits free of charge for one year.

Sara Spoonheim, deputy director of “Faith in Place” was a recipient of the Firebelly Grant.

She had three tips for nonprofits new to branding: get what you can afford to produce (try a two color logo instead of six to offset printing costs); don’t do things by committee (assign two or three leaders to the branding process) and hire outside contractors, not friends of the organization.

Media Policy

Julie Atty

Panelist discussed the importance of public access TV and radio stations and the Local Community Radio Act, a bill that would provide low-powered, affordable FM radio service for local programming.

FM stations currently tailor content to please corporate sponsors, said Shawn Campbell, founder and president of the Chicago Independent Radio Project (CHIRPradio.org).  Without local stations, news and information are misconstrued and big media controls the airwaves.

“We are optimistic that it is going to pass this year,” said Campbell.

Similarly, Barbara Popovic, executive director CAN TV spoke on community involvement in media policy.  The community may not be aware as to how they can influence their television and radio programming.

“The disconnect is between how people feel about the media in their home and their willingness to take political action,” said Popovic.

Adding that local access regulation spearheaded by AT&T threatens to wipe local access TV off the map. And this matters because TV still matters.

“Content should be repurposed for the Internet but we should work like hell to preserve our public space on public media,” she said.

Mitchell Szczepanczyk, of Chicago Media Action agreed with Popovic that corporate control could negatively affect local and grass roots initiatives.

“Big media is making [ownership] a non-issue, news stations don’t like reporting on themselves, as a result legislation is being passed without a public voice,” said Szczepanczyk.

Ethan Michaeli, Publisher of the Residents’ Journal and Creator of We The People Media spoke on communication below the poverty level.

“Today 500,088 people live below the poverty level in Chicago (according to the last census). These people depend on people like Barbara to air community broadcasts on TV.”

Mainstream media is reluctant to put newspaper boxes in low-income neighborhoods, said Michaeli, as it would bring down their demographic income for advertising revenue.

“Policy has to work for everyone, not just the people at the high end of the market,” he said.