How to Build a Newsroom in Your Organization That Lands You Coverage in the New York Times

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What You’ll Learn:: 

Whether you're a PR, marketing or communications department of one or a team of 100, your organization trusts you. It relies on you to do the difficult job of distilling your message and writing it perfectly, but then also pushing it through a crowded, chaotic content landscape into the right hands. In this session, Rotary International's Petina Dixon-Jenkins will reveal how Rotary assembled the perfect team of writers and communicators to launch an enviable integrated communications and media plan operating under the hashtag #endpolio. Her team's structure mirrored the "beats" a traditional publication would have: PR, celebrity engagement, social and digital media. Rotary tested messages to learn what influenced and moved people to action on all channels. Its media plan worked so well, it landed Rotary a TIME magazine cover and a front-page New York Times article.

Session Highlights:

  • How to launch a memorable, powerful message in a large organization (Rotary has more than a million members)
  • The importance of finding media partners who are the right fit. First step: Identify who is covering similar stories
  • How to find new and different story angles when it seems they've been exhausted
  • How you can set up a "field visit" to get reporters interested in your subject
  • How to create a striking, stand-out hashtag that reaches people all over the world
August 2016

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Presenter bio: 

Petina Dixon-Jenkins Headshot

Petina Dixon-Jenkins is Rotary’s corporate communications manager, responsible for a team that produces executive speeches, editorials and thought leadership pieces, e-mail marketing, the organization's Annual Report, and leads celebrity engagement, media relations, and social media for Rotary's award-winning "End Polio Now" program, a global initiative to eradicate the paralyzing and sometimes deadly disease polio.