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Media and Messaging Spring 2019

Today’s nonprofit marketing demands that you develop news media relationships to increase the exposure of your organization to potential donors, grantors, clients and the community at large. This curriculum teaches organizations how to build those relationships, leverage them for their benefit and consistently deliver their message in a compelling way.
When the news media calls, you must respond quickly, be prepared with your message, and have the right staff trained for potential interviews. Media coverage is an outstanding opportunity to tell your organization’s story and share your mission, but it doesn’t have to be intimidating. With the right message and practice, you can develop the skills necessary to navigate the press with confidence.
The Media and Messaging Intensive will explore what motivates the news media, how they operate, and why they require certain criteria for coverage. Using this knowledge, you’ll develop your organization’s unique messages to gain news media attention and leverage your own expertise to achieve the best possible outcomes.

  • Know how the news media works and how you can develop relationships with journalists and reporters
  • Understand how to prepare for any news media inquiry, whether promotional or defensive, and confidently perform television interviews that deliver your message to your audience
  • Learn the secrets to gaining news media attention
  • Identify your exclusive expertise and learn how to sell it
  • Understand how the news media operates and why
  • Develop a clear, specific news media message and pitch
  • Learn the best way to contact and build strong media relationships
  • Learn what news reporters need and how to deliver it
  • Learn the basic building blocks of any news story
  • Understand how to take control of news media opportunities
This course is designed for nonprofit communications teams and spokespeople. CEOs, Executive Directors, Communication Directors or Managers and Board Members should attend.

$645 for 2-3 participants per member organization/ $695 for 2-3 participants per non-member organization

Register no later than April 30, 2019. Each organization registers through one individual, then sends the other 1-2 team members (name, job title & email) to marym@missioncapital.org

Please contact Mary Marcum at 
marym@missioncapital.org or 512-477-5955 ext. 253.

With over 25 years experience as a broadcast journalist, News Director, videographer and reporter, Kevin Benz knows the strategies that get news media attention. He’s worked with over one hundred non-profit organizations and businesses, sharing his experience and teaching attendees how to leverage their own expertise to achieve the best possible outcomes, whether that’s huge promotion or a powerful defense. 
Lauded as a media trailblazer and innovator – Kevin’s career in journalism, marketing and sales informs his messaging strategy and performance coaching. His understanding of the news media and how to leverage its unique power is based upon his 3 decades of experience as a journalist. He launched two of the most innovative media companies in the country — News 8 Austin (now Spectrum News), a 24-hour local news channel; and CultureMap Austin, the most read digital lifestyle magazine of the city.

Kevin is a former Chairman of the Radio, Television, Digital News Association as well as Chairman of the Texas Associated Press Broadcasters. He facilitates workshops around the country on messaging and media strategy, crisis planning, media performance, presentation and leadership.

"Thank you for a fantastic workshop! It really was one of the best ones I have attended. I appreciate all your insight and feedback.”
~ Mariela Rodriguez, Bookspring

"I found the Intensive to be immensely helpful and will be revising my strategic plan to incorporate the best practices and resources you provided.” 
~ Jessica Perez, Austin Achieve Public Schools

Mission Capital’s Learning & Leadership Offerings Refund Policy
All cancellation and refund requests must be received IN WRITING at least 2 weeks in advance of the Learning & Leadership offering. Registrants may request a refund of fees paid, minus a $50 administrative fee, by emailing 
marym@missioncapital.org. NO REFUNDS will be processed within two weeks of the event date. Rather than requesting a refund, you may transfer your registration to another staff member, board member, or volunteer. All transfer requests must be received at least one week prior to the event date.

Mission Capital has a strong commitment to making our services accessible to individuals with special needs and disabilities.  For questions about accessibility or to request accommodations, please contact Mary Marcum at (512) 477-5955 x253 or 
marym@missioncapital.org. Two weeks advance notice will allow us to provide seamless access.

Register Now

Date: May 21, 2019

Time: 9:00am - 4:00pm

Location: Mission Capital Offices

Presenter: Kevin Benz

Member Fee: $645

Non-Member Fee: $695

Register Now