by Stephanie Hood, YNPN 2009 Guest Blogger
Stephanie shares her great notes from the YNPN 2009 Workshop: YNPN in the Media

YNPN in the Media

Post-presentation of the YNPN National Agenda the morning session turned to a discussion on how the strategic goals that were presented (empowering young leaders and professionals and building sustainable careers) can be messaged at the local/chapter level as YNPN as a network continues to grow impact based on cohesive messages and united fronts.

With the unique aspect of the young prospective, especially in matters of diversity and generational differences, the network has unique opportunities to be a voice in the advocacy and nonprofit community.

Adam Shapiro, a media expert with Widmeyer Communications in Washington, DC who has seen all sides of nonprofit media messaging from the ugly (directors stealing from nonprofits) to the inspiring (a WWII orphans association love story), was the first to present. Adam began his talk by challenging the leaders at the conference to make this a seminal moment in their careers as they navigate through the current tough economic times, encouraging and proving themselves as professionals in their individual careers as well as within the local and national levels of YNPN. Adam presented ideas based on his background in media on how to create stories at both the local and national level:

• Diplomacy
• Presentation of Messaging
• Storytelling (beginning, middle, end with twists, turns, subliminal messaging, romance, tragedy, the classic stories)
• Luck!

Adam also mentioned other ways for leaders to create stories in the media:

• OpEds with calls to action
• Public Access Television
• Blogging/Twittering
• Causes button on Facebook

Adam also encourages the leaders to take what he highlighted about media and to be forward thinking, looking on the horizon and staying abreast of technology tools and media trends and not to let media be put on the back-burner of organizations.

The second presenter, Don Owens, talked about the importance of taking time to establish long-term relationships with journalists and the media community, particularly in minority fields and with local associations of different minority group journalists at their summer conferences–connecting with media at a social level. He encouraged leaders to not approach these relationships with the mindset of selling a story, but with connecting with the media on an individual level and on their interests that you can then link with the broader YNPN message. Don mentioned that the top four takeaway points on effective messaging were :

• Relevancy
• Repetitiveness (quick and easy)
• Exclusivity
• Simplicity

Adam and Don then hosted a practical session where they called up volunteers to be interviewed for the media.

Tara from the Cleveland YNPN chapter volunteered to be “interviewed” in front of the audience. Adam Shapiro encouraged Tara before the interview to think of her agenda as well as the agenda of the journalist.Adam posed as a journalist from the Cleveland news and began the interview by quickly turning the conversation away from a YNPN focus to the economic downturn.

Don offered feedback  on Tara’s interview applauding her simple, concise soundbite answers and that she offered small talk with the reporters noting that “it will calm you down, warm your voice up, and help you get a feel for the reporter.” Don warned to be careful of acronyms in messaging and gave some clear advice (say the full name of the organization one time then say the acronym–do not lead with the acronym).

Matthew from the National YNPN Board was interviewed next and Adam Shapiro again attacked him with questions on the economy, the environment, and other off topic questions. Don said that it was obvious Matthew had experience as well as showed strength in bridging the journalists questions to his central YNPN message. However, Don pointed out that journalists have sources not friends and reminded the leaders that headlines tend to be more important then the script and to be careful to not to joke negatively or validate any stereotypes of the advocacy and nonprofit community.

As the session ended Kim Caldwell (kimberelayne@yahoo.com) from YNPN National encouraged leaders to become a part of and work with the YNPN National Voice Committee to help create a national unified as well as local front to messaging as YNPN moves forward with their strategic goals.