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Breaking Through the Echo Chamber: Media Outreach for Nonprofits
How do we as nonprofit communicators create public interest media that transcends algorithms and reaches the public at large?

This webinar will draw on 25 years of experience at Public News Service and Media in the Public Interest in reaching audiences outside of the traditional nonprofit media bubbles.

Together, we will:
*Explore our own biases in our media outreach and the pitfalls between PR and the news.
*Introduce the concept of polarity management and how we can tell our stories in ways that connect with audiences across divides.
*Breakdown where the people we aim to reach are and how we can reach them.
*Look at successful cases of stories that have smashed the media echo chamber, how they shaped the public discourse, and ultimately delivered for the common good.

Takeaways from session:
1. How to tell your story in a digestible way that doesn't come across as PR or advocacy.
2. How to acknowledge your own biases and account for them in storytelling while maintaining the integrity of your cause.
3. Ideas for traditional and non-traditional media to tell your stories in.

Why this session matters:
Achieving social change means changing public perception, public will, and often public policy. Creating a receptive environment for change requires a communications strategy to normalize public interest messages among a public who is bombarded by media that reinforces the status quo.

About the Presenter:
Josh Wise is the Director of Outreach and Partnerships at Public News Service, the newswire for public interest and social justice news, and on the faculty of the Public and Nonprofit Administration program at Metropolitan State University in St. Paul, MN, where he teaches fundraising and communications. Josh got his start working at nonprofits since his mom gave him baseball card money for helping with a fundraising mailing when he was 6. He still has an affinity for putting labels on envelopes. Since then Josh

Oct 29, 2020 02:00 PM in Mountain Time (US and Canada)

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