This presentation was modified. The original version
can be found at www.americorpsweek.org and is made
possible by the Corporation for National and
Community Service, AmeriCorps alums and
AmeriCorps Week.org
What’s included?
1.
Introductions & AmeriCorps Week Goals
2.
Why media outreach is important and how it can help generate
awareness about your project
3.
Different kinds of media and how to get press
4.
A word from the field
5.
Going viral: Grow the movement
6.
Register Your Project
7.
Where to get resources
8.
Q&A
9.
Conclusion
2
Media Matters
• More participation
• More funding
• Stronger pool of potential HandsOn Corps
AmeriCorps members
• Stronger sense of community
• Engages broader range of people
• Great way to get recognition for efforts
3
Words from the Field
Serving as a VISTA has afforded me the opportunity to see
transformation happen in community. Using my background
and desire to work alongside community members has
contributed to exponential growth in how residents and leaders
are engaging each other. Community Gardens have been
cultivated and learning circles are being used to make sure that
communities stay vital and sustainable. – A.M. Rosier, 2nd year
VISTA, HandsOn Charlotte
4
AmeriCorps Week Messages
• AmeriCorps Tackles America’s Toughest
Problems
• AmeriCorps Builds Lifelong Civic Leaders
• AmeriCorps is a Leading Driver of Social
Innovation and Nonprofit Success
• AmeriCorps is Expanding
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AmeriCorps Quick Facts
637,000
774 Million
AmeriCorps members since 1994
Hours served by AmeriCorps members
$1.77 Billion
Segal AmeriCorps Education Awards
earned by AmeriCorps members
2.4 Million
Volunteers mobilized by AmeriCorps
members in 2009
3,300
$6.3 Billion
Number of organizations served by
AmeriCorps members
AmeriCorps funds invested in nonprofit
and community groups since 1994
6
Different Kinds of Press
• Earned media
• Paid media
• Partnerships/Word of Mouth
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Earned Media
Traditional PR activities:
• Newspaper – Event or Feature
Story
• TV and Radio
• Letter to the Editor or Op-Ed
• Editorial
• Blog entry
8
Paid Media
• TV commercials
• Print ads
• Blog ads or targeted search
*Usually only good when have a large budget
9
Word of Mouth
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•
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•
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Emails to LISTSERVs
Facebook/Twitter/MySpace
Partner organizations
Local businesses
Blogs
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10 Tips for Getting Press
• Show How AmeriCorps is Meeting a Local Need
• Focus on the three E’s (environment, education and
economic recovery)
• Invite a Local VIP
• Profile a Member
• Honor Alums – visit www.americorpsalums.org
11
10 Tips for Getting Press
• Honor AmeriCorps VISTA and National Direct
Members
• Highlight Recruitment
• Highlight the Convergence of Support
• Write a Letter to the Editor or Op-ed
• Get on Radio or TV
Download the full list of tips at :
http://www.americorpsweek.org/pages/resources/ideas.asp
12
Step 1: Create a Publicity Plan
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•
•
•
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Timing of events
Targeted media list
List of documents/invitations/signage needed
Main message for your organization
Assigning responsibilities to specific
individuals (who’s doing what?)
13
Step 2: Plan Your Event with Media in Mind
• Late morning or early afternoon are the best times to
attract media
• Logo/branding identification for AmeriCorps and your
organization
• Invite media when action is happening, not just speeches
• Have press info at event and on the internet
• Designate lead spokesperson who can deliver message
• Think visuals (TV wants fun and exciting visuals)
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Step 3: Target Media Sooner than Later
• Assemble your list to include:
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–
–
–
–
Top editor, city/community editor for local paper
News editor/station manager of local TV
News editor/station manager of local radio station
Online editor/manager for locally-focused websites/blogs
Editors of special interest weeklies/monthlies
• Write a media advisory, alerting them to event
• Send out media advisory 10 days to 2 weeks before
the event
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Media Advisory
•
•
•
•
•
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Who, What, When, Where, Why
Keep it short
Most important information
Most eye-catching information
The “Why” is the top message of the event
Make follow up calls
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Sample Media Advisory
Sample Media Advisory For AmeriCorps Week Event
For Immediate Release
DATE
CONTACT: [NAME OF CONTACT PERSON]
[CONTACT INFO – PHONE AND E-MAIL]
[NAME OF AFFILIATE] Takes Part in AmeriCorps Week
[City, State] -- As part of the nationwide AmeriCorps Week, May 8-15, [Name of Affiliate will honor HandsOn Corps AmeriCorps
members who serve with their organization at [service project or event] on [date].
The event will feature [speaker] in recognizing the [number] of HandsOn AmeriCorps members who are [list activities and
positions with [grantee]. In addition [describe other key program elements or service event, especially any element that makes
the event unique, newsworthy, or visually appealing]. The public is invited to attend and take part in all these activities.
Since its inception in 1994, 637,000 Americans have given more than 770 million hours of service through AmeriCorps, including
[NUMBER FROM STATE PROFILE] from [STATE]. HandsOn Corps AmeriCorps members help students learn to read, mentor at-risk
youth, provide health services, build homes for low-income families, and help nonprofits recruit more volunteers and better
achieve their mission.
WHAT: [EVENT OR SERVICE ACTIVITY]
WHO: [HIGHEST RANKING SPEAKER/PARTICIPANT]
WHERE: [ADDRESS AND DIRECTIONS, INCLUDING ANY SPECIAL ACCESS FOR MEDIA]
WHEN: [DATE AND TIME]
[INSERT AFFILIATE’S BOILERPLATE ORGANIZATION DESCRIPTION].
AmeriCorps Week, May 8-15, is a recruitment and recognition event designed to bring more Americans into service, salute
AmeriCorps members and alums for their powerful impact, and thank the community partners who make AmeriCorps possible.
For more information, visit www.AmeriCorpsWeek.gov.
###
17
Step 4: Send Press Releases-Alert Your Network
• Send out a press release the morning of your
event
• Make sure you are in communication with
your networks and let them know about the
event
• Stay in touch with bloggers
18
Press Release
• Your own article about the event
• Most important information in the headline and first
paragraph
• Good quote from spokesperson or leader
• Number of people in attendance or expected
• In-line with messaging of the week/event
• Logo well-placed at top
19
Sample Press Release
Insert Your Affiliate Logo Here
For Immediate Release
Local Contact: Insert Name
Affiliate Name
Position
Contact number
Email address
[NAME OF AFFILIATE] Celebrates AmeriCorps Week
National Contact: KaCey Venning
HandsOn Network
Manager, AmeriCorps Member Development
404.979.2919
Kvenning@handsonnetwork.org
AmeriCorps Members to be Recognized for Answering the Call to Service
[CITY, STATE]— [AFFILIATE] AmeriCorps, which has been in existence for nearly two decades, works with existing organizations to help them reach more people
and better achieve their mission. In 2009, the nation’s 75,000 AmeriCorps members recruited 2.4 million community volunteers to serve alongside them in some 3,300
nonprofit, faith-based, and community organizations across the country.
“We are proud to be part of AmeriCorps and grateful for the AmeriCorps members who are getting things done,” said Lynn Wilson, Director of National Service at
HandsOn Network, the national office that sub grants Corps members to [AFFILIATE]. “AmeriCorps members have made a tremendous local impact allowing
[AFFILIATE] to extend our outreach and services by recruiting [number #] of community volunteers to work alongside them,” states [NAME], [TITLE]. Since 1994,
637,000 men and women have joined AmeriCorps, and they have given more than 770 million hours of service to their country.
[AFFILIATE] is planning several events during AmeriCorps Week, allowing community residents to learn about, and participate in, AmeriCorps programs, including:
[INSERT AMERICORPS WEEK EVENT INFORMATION HERE.]
You can also join in the celebration through Twitter. Tweet into the conversation stream about the important work of AmeriCorps by searching for hashtags
#handsoncorps, #acweek, #1000TWOL or [insert Affiliate hashtag here].
For more information contact us at [AFFILIATE WEBISTE AND CONTACT INFORMATION]and at www.AmeriCorps.gov
About HandsOn Network
HandsOn Network, the volunteer-focused arm of Points of Light Institute, is the largest volunteer network in the nation and includes more than 250 HandsOn Action
Centers in 16 countries. HandsOn includes a powerful network of more than 70,000 corporate, faith and nonprofit organizations that are answering the call to serve
and creating meaningful change in their communities. Annually, the network delivers approximately 30 million hours of volunteer service valued at about $600 million.
For more information, please visit www.HandsOnNetwork.org.
About HandsOn Corps
The HandsOn Corps AmeriCorps program engages National Direct and VISTA members in service to mobilize local communities around critical issues and
challenges. HandsOn Corps AmeriCorps members identify, train, and manage volunteer leaders who will then develop and manage high quality, impact-driven
projects, engaging others and further enabling the work of grassroots nonprofit organizations. The HandsOn Corps model provides vital infrastructure and brings more
skilled leaders into service focusing around 3 critical national issues: Education, Economy, and Environment.
About Your Local Affiliate
20
Tips for Getting Press
• Use the national story
• Tweet about it! (Be sure to tweet about your event using the
#1000TWOL hashtag to have your event recognized)
•
•
•
•
Be creative and original!
Invite local VIP
Profile a member
Highlight Recruitment – use your bookmarks, stickers, and
brochures to pique the interest of 2,000 potential AmeriCorps
Members!
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Project that Gets Things Done…
By getting media!
Service to the Corps
HandsOn Corps celebrates AmeriCorps Week
• Serve America act and what the means nationally
and locally.
• Prepared members to spread the word about
AmeriCorps
• Celebrate AmeriCorps Week
• Information on specific local service projects
• Fast Facts about AmeriCorps
22
Where to Get More Resources
www.americorpsweek.org
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Where to Get More Resources
24
Going Viral
How are you using Social Media to promote your
AmeriCorps Week Events?
Visit our HandsOn Corps pages to update your event information
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Utilizing Facebook
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Utilizing Facebook
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Finding/Registering Projects
www.AmeriCorpsAlumsEvents.org
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Find Events
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Register Events
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AmeriCorps Week Contest
• Consider submitting visual stories in the form of Photos and Videos
from AmeriCorps Week activities to the HandsOn Corps AmeriCorps
Week Contest (send submissions to handsoncorps@handsonnetwork.org)
• Sites who successfully tell others about AmeriCorps by distributing all of
their collateral (stickers, bookmarks, brochures, etc.) will be entered into
contest
• Make sure we reach our goal - We are looking for 1000 Tweets of Light!
#1000TWOL
• Contest opens May 8th and runs until May 18th
• Contest winner will receive a scholarship to the 2010 National
Conference on Volunteering and Service in New York City June 28th –
June 30th
Helpful Websites
AmeriCorps Week 2010 Website
www.AmeriCorpsWeek.org
Facebook – Fan Us
www.Facebook.com/HandsOnCorps
AmeriCorps Photo and Video Contest
www.AmeriCorpsContest.org
Twitter – Follow Us
twitter.com/HandsOnCorps
AmeriCorps Homepage
www.AmeriCorps.gov
YouTube
www.youtube.com/HandsOnCorps2
United We Serve
www.Serve.gov
National Service Resource Center
www.NationalServiceResources.org
HandsOn Network
http://handsonnetwork.org/nationalservice
32
Thank you
This presentation was modified. The original version
can be found at www.americorpsweek.org and is made
possible by the Corporation for National and
Community Service, AmeriCorps alums and
AmeriCorps Week.org