Sharpening Media and PR Skills

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Sharpening Media and PR Skills

• Ellie Schlam
• NKF Director of
• External Communications

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Todays Goals

• Learn about resources available through the NKF.
• Demystify the process of getting media coverage.
• Try your hand at pitching the media.

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Goal 1 Learn about resources available through
the NKF.

• The tools in your toolkit
• Affiliate Central
• http//www.kidney.org/about/central/index.cfm
• Local Media Lists
• National PR Staff

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December 14, 2008
For gift season, bequeath an organ If you're
looking for a non-traditional gift this holiday
season, the National Kidney Foundation of
Michigan has an idea. Signing up to be an organ
or tissue donor is a gift that can help as many
as 50 people directly, the foundation says, and
it also has the potential to touch the lives of
countless family members and friends of those who
receive organ transplants. As part of its
Holiday Gift of Life Campaign, the Kidney
Foundation is reminding Americans during
Christmas, Hanukkah and Kwanzaa that signing up
to be a donor is a gift that promises to save or
enhance the life of another person. For more
information, contact the National Kidney
Foundation of Michigan at 800-488-1455 or visit
www.nkfm.org.
Goal 1 Learn about resources
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January 21, 2009
Goal 1 Learn about resources
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Goal 2 Demystify the process of getting media
coverage.

• 4 Rs- Research, Rework, Reach Out Relationship
• Research
• Who do you want to reach?
• What does this audience read and/or watch?
• How do these outlets cover health/ special
  events?
• What are the timelines?

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• 2) Rework
• What will make them cover your story?
• Personal profiles and local stats
• 3) Reach out
• E-mail pitch
• Phone pitch
• Desk side meetings

Goal 2 Demystify Media Relations Process
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E-Mail Pitch Example
June 23, 2008
Goal 2 Demystify Media Relations Process
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July 29, 2008
Goal 2 Demystify Media Relations Process
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November 30, 2008
Phone Pitch Example
Goal 2 Demystify Media Relations Process
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Desk Side Meetings

• Face to face relationship
• More time, more focus on your issue
• New ideas arise
• Reporter/ editor becomes vested in your issue/
  project

Goal 2 Demystify Media Relations Process
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Desk Side Meetings

• Schedule in advance
• Prepare talking points, story ideas
• Leave behind press kit, i.e.
• Thank the editor/ reporter
• Follow up

Goal 2 Demystify Media Relations Process
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Desk Side Meetings

• Examples of Resulting coverage

Goal 2 Demystify Media Relations Process
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Goal 2 Demystify Media Relations Process
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Liver Donor's Family, Recipient to Meet By
JENNIFER C. YATES
PITTSBURGH (July 6) - They were precocious
toddlers, both blond-haired and blue-eyed,
separated by a thousand miles between Miami and a
small Kentucky town But Amanda's younger sister,
born after her death, never gave up hope of one
day meeting the girl who received her sister's
liver. Keisha DeLapp had found Trine on the
Internet years ago, and read about her
participation as a swimmer in the U.S. Transplant
Games. She read about Trine's wonderful health,
including her complete independence from drugs
that prevent organ rejection
Goal 2 Demystify Media Relations Process
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July 12, 2008
Goal 2 Demystify Media Relations Process
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Starzl gets transplant Olympics started 2008
Transplant Games By POHLA SMITH
PITTSBURGH (July 13)- Lobster hats for Team
Maine, Crab hats for Team Maryland, Statue of
Liberty Crowns for Team Liberty of metropolitan
New York and New Jersey -- there were even a few
grass skirts among the lei-bedecked members of
Team Hawaii and Indian headdresses for Team
Oklahoma. The National Kidney Foundation 2008
U.S. Transplant Games that began here yesterday
are an Olympic-style athletic competition
designed to show the success of transplantation
and the need for donor organs.
Goal 2 Demystify Media Relations Process
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• 4) Relationship
• Build trust
• Proactive and reactive
• Become known as top resource
• Make it easy
• Ongoing follow-up
• Give results/ close the loop

Goal 2 Demystify Media Relations Process
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4 Rs In PracticeNKF of the Virginias, Inc.
Video Excerpt
If you ask the people who showed up to support
the Kidney Foundation, it's not just to promote
awareness, it's to remember their struggles with
kidney disease, and to celebrate the lives of
those who fought against it. Participants in
Sunday's Kidney Walk know that every footstep has
a story. "It turns out my brother and I weren't
very closely matched which is interesting, but it
worked out anyway," said Steven Clarke, who
underwent a kidney transplant. For Clarke, his
brother's kidney saved his life just in time to
see the birth of his little boy. "I mean here we
are, one of the greatest moments of our lives and
a few weeks later one of the worst moments of our
lives. One right after the other, but it's all
worked out for the best," said Clarke. The
National Kidney Foundation holds fundraisers each
year, with events like a Black and White Ball, a
golf tournament, and a number of walks. All money
raised goes toward aiding patients financially
while they're getting treatment.
Goal 2 Demystify Media Relations Process
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• Hear from those on the other side of the desk

Goal 2 Demystify Media Relations Process
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Goal 3 Try your hand at pitching the media.

• Develop a pitch
• e-mail, phone or desk side
• Receive feedback

Goal 3 Try Your Hand
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• Remember
• Research
• Rework
• Reach out
• Relationship

Goal 3 Try Your Hand
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Q A