How to use PR to Recruit CASA Volunteers

How to use PR to
Recruit CASA Volunteers
Martha Gershun
Jackson County, MO CASA
PR is the “Magic Wand”
for Volunteer Recruitment
 Credible
 Low Cost (but not free)
 Effective
PR is Credible
 People believe what they read, watch or hear in the
media
 PR feels like a “third party” endorsement
PR is Low Cost
 No “pay to play”
 But…consider value of hiring outside professional
 Project
 Ongoing
PR is Effective
 Our 2013 successes (so far)





10 TV placements
26 Print placements
20 Radio placements
27 Outside speaking opportunities
3,624 Facebook Friends
 In 2013, PR and social media have been responsible
for more than 50% of new volunteer inquiries
What kinds of PR are
we talking about?
 TV
 Print
 Radio
 Speaking Opportunities
 Social Media
TV
 News
 About organizations and
events that benefit CASA
 About everything else
 In-studio interviews
 Features
 PSAs
Print
 Main daily/weekly newspaper
 Suburban papers
 Specialty newspapers/magazines
 Alumni, fraternal organizations, corporate internal
communications
 Stories about members, employees who
volunteer/receive awards
 Newsletters
Radio
 News/Talk
 DJ mentions
 Public Affairs Programs
 PSAs
Photography
 Take photos at events
 Mix of candid and staged
 Vary number of people in shots
 Wrist bands to designate who can be
photographed/publicized
 Photographer needs names & titles
 Spelled correctly
 List left to right
 Publish post-event photos
Carnival for CASA
435 South Magazine
Light of Hope Breakfast
Kansas City Spaces
Speaking Opportunities
 Faith based
 Corporate
 United Way
 Colleges & Universities
 Community Forums
Social Media
 Treat like a media outlet
 “Editorial” calendar
 Follow, “Like” & Comment
 Purchase ads to build readership
Powerful Connections
Facebook
How do we get this to
happen?
Generate Story Ideas
 People
 Programs
 Capitalize on current events
 Successes
 Milestones
 # of kids served, anniversary, largest event of its kind,
etc.
 Trends & Numbers
Identify Who Will Speak
 One agency spokesperson
 Partner for success
 Veteran volunteers & kids
Pitch Story
 Press release
 Send with short,
personalized note
 Pitch letter
 Write specifically for each
media outlet
 Media advisory
 Press conference
 TV
 Emphasize visuals
 Radio
 Emphasize audio
 Follow-up
 Personal phone call
 Email
Prep for Interview
 Clarify time, date, place
 Clarify contact info
 Clarify amount of time
 Live vs. taped
 Handout to reporter
 News release/fact sheet
 Repackaged pitch or
confirmation letter
 Include accurate facts,
names w/ titles
 Prep all participants
(handout)
 Encourage audience to tune
in
 Email thought leaders
 Post to Facebook, Twitter
 Inform media of your help
to boost audience
Distribute Successes
 Email
 Facebook
 Brag book
 Purchase TV clips
Media Follow-Up
 Thank you emails
 Ongoing contact
 Invite to events
Contact
 Martha Gershun




Executive Director of Jackson County CASA (MO)
[email protected]
www.jacksoncountycasa-mo.org
816.820.8208