Grantee Partner Communication Tool Kit

Introduction

This online tool kit provides key tactics, tips and samples – including links to examples from All Points North Foundation (APNF) grantees and other organizations – to help you achieve results with your communication outreach.

It features:

Core Communication Tactics

Media Outreach Essentials
• Keys to Social Media
• Maximizing Special Events to Tell Your Story

Evaluation: Measuring Communication Results

48pxWe hope you use this tool kit as a starting point to amplify your organization’s own unique voice among influencers, media, community, and other important target audiences.

Core Communication Tactics

To make sure your efforts have the most impact possible, it’s important to conduct a mix of communication activities. You don’t need many, but make sure what you do is strategic and coordinated. The following are core media, social media and special events tactics to include in your outreach.

Media Outreach Essentials

Given the remarkable work your organization does, you have the opportunity to increase your reach and visibility through media coverage. Landing placements in “traditional media” (e.g., television, radio, newspapers and their websites) helps establish and/or reinforce your organization as a trusted, credible resource. As a local/national “expert” on either an education or solar energy platform, you are an important resource whom they can look to when they cover your topic area.

These are four core steps to media outreach:

Identify an in-house project manager from the beginning. This central point person keeps the project on schedule and within budget, fielding questions from your team, and coordinating with contractors and other professionals.

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Your media pitch points succinctly outline your approach to offering reporters your story ideas. Ideally, you will have multiple story angles (above) that you can combine into a robust media pitch that offers reporters a variety of ways to use your information and resources.

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Now that you have organized your pitch, you have a quick-reference roadmap to develop a handful of core materials that can help you in your media outreach. Because reporters have limited time and resources, it’s important to draft concise, creative and easily understandable materials that get – and keep – their attention, and that provide key information for their stories.

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Send your pitch email to your contacts, tailoring each a little if possible. If you have time, it’s helpful to do a quick online search before you reach out to your media targets to see if they have covered your issue and how.

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