MAKING IT EASY FOR THE MEDIA TO COVER YOUR AGENCY

The Challenge: A non-profit agency sought to increase awareness of the agency among media members.

The Solution: We professionalized the agency’s approach to media relations.

- To create uniformity of message and maintain brand consistency, we worked with board members and staff to develop key messages that succinctly portray what the agency embodies.

The board and staff also selected three specific stories related to client outcomes, that can be used to give life to the agency as it is discussed in the community.

- To humanize the agency, we met with members of the media on the agency's behalf, and told the agency's story. We promised to always be available to the media whenever needed.

- To provide the media with a variety of stories throughout the year, we developed an editorial calendar and selected a story for each month of the year.

- To make the best use of the media's time, we wrote and sent press releases only when the agency had a newsworthy story to convey.

- For the convenience of the media, we created a virtual pressroom on the agency's website.

The virtual pressroom is where media members can access important information such as press releases, annual reports, program profiles, fact sheets and executive bios, all at the click of a mouse.