Could a strategy shift in your outreach to bloggers make a big difference in success and coverage? Paul Dyer says yes and I tend to agree.  Paul puts out what seems to be a simple distinction in how you reach out to reporters and bloggers.  He says you pitch r

Here at GMT we're seeing a trend among our current members and groups we're talking to about potential membership.  Everyone is facing financial difficulties, that's no surprise.  But what we're hearing is that the first cuts to be made are to the communications program -- whether it's a team of people or one person or a handful of services used by the organization.  And once tho

I”ll be there. It is always a great event.

A PR Conference for Progressives

Some of America’s best progressive PR practitioners are gathering for two days of panels, practical workshops, networking, and fun.

It’s the age-old question that so many folks ask.  OK, maybe not age-old, but it’s definitely been a frequently asked question over the past 3 or so years:  How should I pitch my story to bloggers? 

Networks and Advocacy

Today, policy and social change advocates are more interested than ever in the new ways to connect to the hidden power of networks in order to move an issue or drive a campaign.  Networks can be used to distribute messages and collect donations.

Vocus discusses how embedding video in press releases on your press room can give your news an edge.

I had the opportunity to attend the Planning and Conservation League's annual Symposium this past weekend. There were many sessions to choose from but one in particular caught my attention. The topic was using maps to persuade and mobilize. The presenters were Larry Orman and Tim Sinnott from GreenInfo Network and Rebecca Moore from Google Earth Outreach.

Larry Orman started off with a great point: we're overloaded with geographic information. We've got access to road maps, mash ups, interactive maps, climate change maps, election maps, and geotagged photos. But Larry pointed out that mapping is about having a point, not just about showing data.

Why are maps a popular choice for displaying cross-sections of information? One reason is that data is not an obstacle. It's available and much of it is free. Also, computers and mapping software are less expensive. And new generations of folks are map-savvy.

GIS (geographic information system) is one mapping tool that marries data and places. GIS can be used to analyze information, such as land use, commercial development, pollution impact, and to define alternative outcomes.

Maps, in general, can be used to tell a story or convey a message. Mapping tools let you unfold data in layers to reveal parts of the story. It is important, Larry emphasized, that you think about mapping as communications. Technology is whizzy and great, but it is still critical that you have a good story. You need to know who your audience is, what your message is, how much time people will have to view your map as well as at what distance and in what context.

Rebecca Moore reinforced that maps can be very effective for telling a story or delivering a message, particularly when you don't have much time to deliver it. She noted that maps can change an abstract concept into something personal for people. When done right, maps can show what is at stake instead of just telling what is at stake. They can inspire action, influence decision-makers, reach the media, and impact public policy.

If you are interested in using maps as part of your outreach strategy, there are a number of tools to try:
-- Google SketchUp
-- Google Earth
-- ArcExplorer
-- Interactive mashups
-- GeoPDFs

While there are many examples, two in particular you may want to view are:
-- Ocean Conservancy's "A Preventable Tragedy"
-- Appalachian Voices' "I love Mountains" campaign

And finally, if you want to read more, try these resources:
-- Google Earth Blog
-- ESRI Conservation Program

Happy Mapping!
Bobbi Russell

The Sea Change Strategies blog recently posted about the Tyranny of Big Lists and how too many non profits are attempting to communicate with very large lists, yet getting a very small response or open rate.

The metaphor they pose about sharing your thoughts on a movie with the whole theater versus just your close companions is especially compelling.

It made me think about how non profits really need to think about targeting their audience. Sending to a list of thousands or even hundreds is not always effective, especially with the decline in open rates and the increase in spam filters. We need to take more time and cultivate our media lists, making sure we are reaching the right people. And that may only need to be a few people, not hundreds.

Green Media Toolshed has a Target Your Audience top ten that is helpful, along with tips on Building a Targeted Media List.

The next time you rush through sending out your press release, take a minute to look over your list, think about its size, and whether the contacts on the list are ones who will truly want to hear from you or cover your issues. You may realize you need to refine the list and make it more targeted.

-Yvonne Archer

I recently attended a training held at the Leadership Conference for Civil Rights office, the first of the C-Team's Third Thursday training. This training focused on the ins and outs of blogging and had some great tips on how to pitch your news to bloggers.

Adam Green fromMoveOn.org explained that bloggers should be seen as activists and strategic partners. Blogs are so effective because they band together as a community and are able to make news that way. George Allen's "macaca" incident was picked up by the news because so many bloggers were writing about it. So when you are ready to pitch to blogs, think strategically. You need to target the right audiences. Who is your audience and what blogs target them? Secondly, don't treat bloggers like reporters. Your goals need to be aligned and you should give them a heads up about your issues or campaign - let them know what you are working towards and how they can help. Finally, legitimize blogs. You can do this by helping them build credibility - bring them the hot news and the breaking news first.

People for the American Way suggested looking at Technorati.com and searching for blogs focused on your issues and see if any blogs have already covered your organization. Try pitching the influential bloggers in your issue field. Invite them to your events and who them you support them.

Jen Mosely of NARAL Pro-Choice America explained the experience they've had from their blog, Bush vs. Choice. She explained that when starting your own blog, it helps to have someone who is knowledgable and commited to your issue. Let your supporters know about your blog and encourage them to start commenting on the posts. Even add a post from your blog in your e-newsletter so your supports can learn more about it.

Tom McCann of the Ocean Conservancy suggested looking at your favorite blogs and figuring out why these are your favorite blogs. This can help you make yours even better. He also reinterated that you need a blogger how is passionate about the issue at hand and has the willingness to devote time to the blog - at least several times a week. Your blog should be quick and easy to read, and employing some humor can always help.

-Yvonne Archer

Widmeyer Communications recently held a really informative presentation about how to get measurable results from your communications through polling and research. Here are some of the key tips that were shared for doing just that.

Doug Meyer, who is the Senior Vice President and Director of Research and Polling, explained that you can still use the traditional ways of measuring media success, such as through media clips, click-through rates and television ad views. Yet these traditional ways leave certain questions unanswered; for example, is your message actually getting out there and who is hearing it?

You have to remember that effective measurement needs to evaluate the reach and penetration of your message. Before any outreach, do some planning and research. You are trying to increase the awareness and knowledge of your issue and to do so, you need some quantitative objectives that will illustrate that. You can increase your chances of succeeding if you pre-test your campaign. You can do this through polling your audience to see if they feel your message is compelling and credible to them. You can also conduct surveys, focus groups and interviews with your audience.

If you have a small communications effort, it may not be worth the time and money - it takes about 5-10% of your campaign budget to take on an endeavor like this. But if you have a larger communications effort, it is worth it to become more efficient with your messaging and targeting.

If you want to create an effective campaign, research needs to be a part of it from start to finish. Polling, surveying and testing helps you to learn more about your members and supporters, learn about potential members and even renew interest in your issues and help them gain visibility.

Here are a few examples of research you can do:

Qualitative: Focus groups by phone, email or in person. Small group or individual interviews.

Quantitative: Telephone interviews. Online surveys (SurveyMonkey is a great tool). Video and website testing.

Think about what would work best for your organization so that you can make the most of your campaign and have it work effectively for your group.

-Yvonne Archer