Think Like a Journalist: Use breaking news for real-time PR & crisis management
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In February 2011 the Pittsburgh Steelers lost the Super Bowl, and thousands of premade T-shirts declaring them champs were donated to charity and shipped off to Africa and Asia.
World Vision, a relief agency where Mindy Mizell then worked, leveraged the occasion with a press conference letting reporters know about where all those Steelers T-shirts were going.
The result: 182 national TV placements and 43 radio spots. A second round of stories in Pittsburgh, where World Vision held another press conference at the warehouse where the T-shirts on their way abroad. And more media when the legions of seeming Steelers fans materialized as the shirts were distributed.
If you’re trying to find creative ways to get ink or air time for your organization, join a veteran reporter for top tactics for newsjacking.
- How and when to respond to news events and breaking news
- Ways to integrate traditional and new media strategies in real-time
- Best practices for promoting and managing your brand
- How to use Facebook, Twitter, YouTube and Skype for PR during breaking news
- Tips for exploiting news events to develop PR campaigns and manage crises
- How to think like a journalist
Mindy Mizell is director of global public relations for International Justice Mission (IJM), a global human rights agency based in Washington, DC. Mindy strengthens IJM's brand and increases global awareness of victims of slavery, sexual exploitation, and other forms of violent oppression.