building a newsroom in your organization
TRANSCRIPT
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Building a Newsroom in Your Organization
Ragan PR Writing Conference
Petina Dixon-Jenkins
August 11, 2016
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Today’s Presentation
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
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Rotary brings leaders together to
tackle some of the toughest
challenges facing the world today.
“I’m proud to be a partner in the work that Rotary has been doing to eradicate polio. I’m well
aware that the reason we’re even able to have a discussion about how to eradicate polio,
is because Rotary’s efforts have helped get us 99 percent of the way there.”
– Bill Gates
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Rotary's GLOBAL PRESENCE
Today, more than two thirds of Rotary’s 1.2 million memberslive & volunteer outside the U.S.
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Rotary members volunteer
their talents and expertise
every day to improve
communities everywhere.
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Rotary’s Areas of Focus
MATERNAL AND CHILD HEALTH, INCLUDING POLIO ERADICATION
WATER ANDSANITATION
DISEASE PREVENTION AND TREATMENT
PEACE AND CONFLICT RESOLUTION
BASIC EDUCATION AND LITERACY
ECONOMIC AND COMMUNITY DEVELOPMENT
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99.9% eradicated. Only
remaining in Pakistan and
Afghanistan .
Potential for
200k Children to be Paralyzed per year
if we don’t stop it.
Economic Impact
$40-$50B in Estimated Savings
Polio Affects Children Under the Age of 5, Causing
Paralysis and Even Death
P o l i o w i l l b e
o n l y t h e 2 n d
h u m a n d i s e a s e
e r a d i c a t e d
Rotary’s Top Priority
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Global Polio Eradication Initiative
GOVERNMENTSOF THE WORLD
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19REPORTED CASES
IN 2016
WE ARE THIS CLOSE
POLIO CASES HAV E DROPPED FROM
I N 1 9 8 8
350,000
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The Journey
Media Relations
Celebrity Engagement
Social Media
Speechwriting/Thought Leadership
Special Events
Advocacy
Web
After
Media Relations
Before
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Storytelling Strategy
Media Relations
Digital Media
Celebrity Engagement
Special Events
Advertisements
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Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
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How to create a singular focus: Identify a Milestone or
Observance and “own it”
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How to create a singular focus
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Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
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How to find media partners who are the right fit
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How to find media partners who are the right fit
“The club, founded
in Chicago in 1905,
started the global
polio eradication
drive in 1988...”
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Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story• What’s a “field visit” and how can you use one to interest reporters?
• How to build a newsroom within your organization
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How to find new angles in an “old” story
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How to find new angles in an “old” story
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Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story
• What’s a “field visit” and how can you use it to interest
reporters?• How to build a newsroom within your organization
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What is a Field Visit & how can they interest reporters and generate coverage?
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What is a Field Visit & how can they interest reporters and generate coverage?
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Up Next
• What’s Rotary and why do they care about polio?
• How to focus on a singular message in a large organization
• How to find media partners who are the right fit
• How to find new and different angles in an “old” story• What’s a “field visit” and how can you use it to interest reporters?
• How to build a newsroom within your organization
![Page 25: Building a Newsroom in Your Organization](https://reader030.vdocuments.site/reader030/viewer/2022020702/61fab4a716f86c0cc64e5a86/html5/thumbnails/25.jpg)
How to build a newsroom within your organization
Media Relations
Celebrity Engagement
Social Media
Speechwriting/Thought Leadership
Special Events
Advocacy
Web
After
Media Relations
Before
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Social MediaDigital Activation
Endpolio.org
Community Activities
& Fundraisers
Rotary club-led
engagement
Advocacy Efforts
Celebrity Support
& Activation
Media Relations
Multilingual Toolkits
How to build a newsroom within your organization
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SOCIAL MEDIA
TEAM
DIGITAL
SPECIALIST
WEB TEAM
FUND
DEVELOPMENT
SPECIALIST
GLOBAL NETWORK
OF CLUBS
ADVOCACY
SPECIALIST &
SPEECHWRITER
CELEB
ENGAGEMENT
SPECIALIST
MEDIA
SPECIALIST & PR
FIRM
GRAPHIC DESIGN
AND VIDEO
How to build a newsroom within your organization
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Questions?
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Thank You