Welcome to SWEB125: Launching A Website PR Campaign

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Welcome to SWEB125 Launching A Website PR
Campaign
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Training Introduction

• NTAP and Pro Bono Net partner together on many of
  the virtual trainings for web-based technology
  projects.
• National Technology Assistance Project (NTAP)
  offers virtual trainings and provides assistance
  to legal aid programs across the country on
  technology and tech-management issues.
• Pro Bono Net Pro Bono Net is a nonprofit
  organization that focuses on how legal services
  programs can use web-based technology to enhance
  their service delivery systems for clients.

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Training Materials

• All training materials are available online
  www.lstech.org/ntap/trainings/modules/SWEB125
• An email with this link will be sent out to all
  training participants after the training.

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How to Use our Training Center

• Take a moment to familiarize yourself with the
  participant panel in the upper right-hand corner
  of your screen.
• Notice the buttons below the participant list.
• Then locate the Panels Menu.

Notice the Raise Hand, Yes and No Buttons
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• To minimize outside noise, the host will mute all
  participants during the presentations.
• We will unmute all participants at points for
  questions and discussion.
• Feel free to use the Raise Hand Button to ask a
  question or type the question in the chat box.

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How to Use our Training Center

• Select
• Participants
• Chat

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• Participants will show you who is on the
  training. You can raise your hand to ask a
  questions or check yes or no.
• Chat allows anyone to post a question, suggestion
  or answer.

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You can open the participant and chat boxes on
your own screen during the presentation by
selecting them from the small icons on the bottom
right hand side of your screen.
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• During the training you can post a comment or
  question to the chat box.
• If you need technical help please post that in
  the chat box rather than interrupting the
  presenter.

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Training Goals

• Demystify the process of getting print, broadcast
  and electronic media coverage
• Introduce common public relations and outreach
  tools
• Learn how to plan and execute a public relations
  / outreach campaign

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What do we mean by Public Relations?

• Public relations is an umbrella term for many
  communications functions you do already.
• PR starts at your front door with everyday
  interactions -- your reception area, voice mail
  message, website front page

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What do we mean by Public Relations?

• Service delivery PR maintains positive relations
  with those you work with and serve (staff,
  volunteers, clients, donors)
• Outreach PR develops relationships with new
  audiences
• Engage a wider audience, save duplication
  efforts, avoid confusion

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Website and PR

• Website provides a tool by which to launch a
  greater PR campaign for legal aid within your
  community.
• Core benefit of a statewide website is the
  ability to create a PR campaign around a single
  site.
• Portal aspect of the site allows significant
  resources to be accessed and learned about
  through a single marketing campaign.

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How can public relations boost your website?

• Increase usage
• Build credibility
• Forge relationships with users and partners
• Penetrate new markets
• Attract partners and funders

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Common Public Relations Myths

• The Internet will do your marketing for you
• You have to hire a professional to get any
  results
• You have to spend a lot of money for your
  campaign to be successful

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Tips to avoid the myths

• A lot can be achieved using resources you already
  have creativity, entrepreneurialism, and the
  ability to engage with people and organizations.
• Pro bono does not just apply to legal work.  Many
  marketing/PR firms will provide pro bono work and
  often free/reduced printing of materials to
  non-profit organizations. Also, many large law
  firms have PR Marketing departments.

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Example

• In 2005 Georgia Legal Services worked with
  National Marketing Firm Trial Graphix to design
  newspaper ads and promotional materials for their
  statewide advocate site Georgia Advocates
  Website.

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Common Tools

• Press releases
• Press kits
• Tip sheets / newsletters
• Bylined articles
• Brochures and posters
• Letters to the editor
• Op ed pieces
• Community newspapers

• Press conferences
• Cable access TV
• Public speaking
• Videos, websites or other special media
• Conferences or information fairs
• Awards
• Other special events
• Advertising

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Conducting a Media Campaign

• Christie Constantine, LawHelp/NY Spanish Language
  Website Media Campaign.

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Conducting an Outreach Campaign

• LawHelp Texas Library Outreach Campaign
• Background on TexasLawHelp.org library outreach
  campaign
• Advice on strategies and tactics to conduct an
  outreach PR campaign involving community partners
  (e.g. libraries)
• Role of TexasLawHelp.org/training site -

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LawHelp Texas Library Outreach Campaign

• Distributing brochures, posters and other
  information about TexasLawHelp.org via the site
  and partners
• Placing articles in local media
• Developing and distributing a video or other
  special media
• Publishing a newsletter

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Feeling Inspired?

• Plan
• Lay the groundwork for your campaign establish
  your PR goals. Target audience(s) and timeline
• Implement
• Choose, develop and distribute the right tools to
  publicize your message

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Feeling Inspired?

• Integrate
• Use the results to your advantage by integrating
  PR materials with other marketing efforts
• Post press releases and clippings to your website
  
• Reprint copies for conferences and workshops
• Send copies to key partners and supporters
• Update your media contact list for the next round
  
• Evaluate your results and make ongoing
  adjustments

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Conclusion

• Successful public relations and outreach dont
  happen in a vacuum. They are directly tied to
  your content development, partnership and service
  delivery strategies.
• Similarly, your investment in PR and outreach can
  boost your content, partnership and service
  integration activities by introducing new
  audiences to the site, attracting new resources,
  and serving as a source of feedback on the site.

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Resources

• Lots of links to resources online
• http//lstech.org/ntap/trainings/training_topics/S
  WEB/SWEB125