I keep telling everyone: Quit thinking so much about traditional news media. It’s fine to contact your local daily or TV stations about a fundraiser, event or product launch, but you are overlooking one significant fact:
YOU ARE THE MEDIA.
Yep. That’s right. You. Because today, as the cliché goes, “We have the technology.”
I’ve been reading a lot of blogs on this topic. For instance, I subscribe to American Express’ OPEN Smart Briefs on several topics, including social media. Mashable has a great blog, too. The messages are the same: Stop hiding and get out there, online. Post videos. Tie all of your social media into a neat package for cross-access. No. It’s not the ONLY way to garner support. I strongly believe that person-to-person communication is always best. But social media comprise one tool you can’t afford to ignore anymore.
My take: Stop worrying about whether a local news reporter is coming to cover your event. Because the naked truth (and believe me, it’s not something I relish saying, being a former print journalist) is that people, especially the younger ones, are not reading the paper much. They are not watching TV, either. If you want to reach people, you have to go where they are. I know it’s scary. I know there’s a learning curve. But there is with everything! Yes? (Remember typing class? Your first cell phone? Your new DVD player?)
Here are five ways to plunge into the virtual universe right now:
1. Set up Facebook, LinkedIn, You Tube and Web sites for your organization or cause. These are not difficult to launch. In fact, Word Press is one example of a FREE (yes, gratis) way to start a Web site or a blog. (You are reading one right now!) And the setup is intuitive. Just follow the instructions. Then fearlessly click the various boxes and links that power your site to see what they all do. This is the best way to learn. Then send messages to your constituent base and TELL THEM you’ve done this. Make it the lead item in your newsletter.
2. Buy a small video camera, such as a FlipCamera. And get a small tape recorder. The cameras plug into your USB port! Editing is a snap with software such as iMovie (my current choice). Take the camera with you to events and activities showcasing your work (Flip is small and fits in your shirt pocket or purse!). Record great testimonials. Make movie clips. Transcribe your quotes and post them and the vid clips on all your sites. Also: Send photos and clips you’ve taken DIRECTLY TO the folks featured in them. (People love to share!)
3. Ok. This sounds counterintuitive. But GET OUT OF THE OFFICE more. Truly. I worked for newspapers for most of my career. Believe me, your contact with the public is not going to happen if you just sit in your swivel chair sipping stale coffee. This is where you will find content for your sites. You will talk to constituents and board members and donors and people in need. You will hear them say things that surprise you and that you will want to share. You see things happen that you want others to see, and you will be able to record them for use later.
4. Befriend someone a lot younger than you. This person will likely be plugged into social media. Ask this person to look at your sites. Ask this person for help and advice. Spend time “spying” on other peoples’ sites. See what you like and why. See what works and how. Here are two examples: www.charitywater.org and www.furniturebankcoh.org
5. Stop saying: “I don’t have time.” You do. You can spend 10 minutes per day updating your pages and site. You can take one hour each week (or month) to write a blog entry. You can spend a half-hour each evening surfing and reading other sites. I am willing to bet good money that you spend more time than that catching up with friends via email or by the coffee urn every day. Conquer your fear! You’ve made time for important tasks before. This is important.
Bonus tip:
Get a hat and stick a little sign in it that says “PRESS.” (Like in old movies.)
Ok. Don’t. But start thinking of yourself as ruler of your publicity kingdom. You do not need to rely on traditional media as your sole and main source of publicity. So when you write your communications plan, lead the list with “record and convey our stories with words, pictures and video on our sites.” And abracadabra: you are a publisher!
