Q1 WGF Communications Report Communications Report from Carol Edgar (National PR)
4/10/14
Summary of Work to Date by Carol Edgar
Client/Project: Heather Arnet/WGF/’Madame Presidenta: Why Not U.S.?’
Quick Summary of Outreach
Activities Update – Carol was able to secure Heather a Delegate VIP pass (for free) to Tina Brown’s “Women in the World Summit” in NYC April 3-5.
Target: Tina Brown and the planning team of Women in the World Summit
Actions: Carol introduced Heather to Tina Brown and several members of her staff who work on the planning of the Women in the World Summit. Carol pitched to them that they consider including Heather in the summit as a panelist next year re: engaging young people in the movement (GirlGov) or or for them to show part of the film or have Heather on a panel discussion political leadership (GirlGov/Film). They were very positive. Carol will continue to follow up. She had success placing a difference client on this year’s program and the WOW team was very happy with that panel.
Target: Leslie Stahl – 60 minutes
Actions: Carol introduced Heather to Leslie at the Women in the World Summit. Leslie joined us for part of lunch and asked Carol to send her (Leslie) a link for her to watch Heather’s film to consider it for a segment on her show.
Target: Soledad Obrien – Starfish Media Group
Actions: Carol introduced Heather (at WOW summit) to Martha Spanninger who is Soledad’s Executive Producer. Martha asked Carol to send her a link for her to watch Heather’s film to consider it for a segment on Soledad’s show.
Target: Betsy West – Producer of PBS’s “The Makers” (which is a history of the American Women’s Movement)
Actions: Carol introduced Heather to Betsy (at WOW summit). Betsy joined us for lunch. Goal was for Betsy to become interested in including Heather/WGF/Girlcott in the next round of the Makers. This was a very positive meeting and Heather and Betsy and now in regular correspondence. We will continue to cultivate this relationship as Betsy plans for the next volume of the Makers.
Target: Women’s Media Center
Actions: - Carol introduced Heather to CEO and staff at NYC WMC event.
- Carol scheduled follow up coffee with Heather and WMC CEO - At this coffee WMC CEO invited Heather to apply to the WMC’s prestigious “Progressive Women’s Voices” media training program. - Heather applied and was selected to be one of 20 women from throughout the country selected to be part of this year’s PWV class. This includes PR training by WMC staff, and also their extra attention through the year to “highlight” and “showcase” PWV members to members of the media. - Heather has now been entered into WMC experts database, SheSource
- WMC to actively promote Heather as expert leading into March 8 & Women’s History Month
- WMC to broker connection to its radio program, on WCBS-New York
- Update: Heather was interviewed by Robin Morgan on her WCBS radio show 3/31/14. Interview went really well & Robin agreed to provide “blurb” for the film DVD case.
- WMC open to Heather’s placing a commentary on its blog
-They will share selective media contacts with us (e.g., MSNBC)
- On a conference call last week, WMC main contact who pitches to media gave us tips on how to get on MNBC radar and we discussed media hooks: Women’s History Month, International Women’s Day, U.S. Presidential Election Speculation, Brazil Presidential Elections, World Cup, Olympics, and when other women are elected to the presidency in other countries throughout the year.
Target: Daily Beast
Actions: - Carol introduced Heather to Daily Beast editor and scheduled face to face mtg for Oct in NY
- While the editor had to cancel the mtg, she invited Heather to submit an article for consideration by Daily Beast. - Heather did, with messaging support from Carol, and the article was published on the front page of the Women in the World section of the Daily Beast in October.
General Op-ED Strategic Direction:
In October, Heather worked with Heather on messaging around developing two Op-Eds; one focusing on how women worked together to end budget negotiations and the second focusing on Dilma’s cancellation of her State Visit at the White House. These efforts resulted in both Op-Eds being published.
-“The Women of the Senate Rock,” by Heather, published in Pittsburgh Post-Gazette 10/17/13
-Heather’s op-ed on cancellation of DR state visit published in the Daily Beast 10/23/13
Target: Women’s eNews Actions: - Carol arranged for in person mtg of Heather to CEO of Women’s ENews and other members of their staff
- Carol then nominated Heather for Women’s Enews “21 Leaders for the 21st Century”)
-Heather was selected for this prestigious honor.
-Story about Heather & WGF’s work posted on Women’s eNews web site in January with other honorees’
-Women’s eNews to promote Pittsburgh WGF events on their web site
-Women’s eNews to create social media engagement activity prior to May 6.
- Heather to be honored May 6 in NYC among a very illustrious group at event attended by lots of media and feminist philanthropists.
Target: Pat Mitchell, former CEO of PBS, Founder of TedWomen & CEO of the Paley Center for Media
Actions:
-Carol introduced Heather to Pat Mitchell, CEO of the Paley Center for Media at a NYC event.
- Carol then followed up with email and calls to Pat requesting her to meet with Heather.
- Pat agreed to meeting, Heather met with her and…
-Pat agreed to host NYC screening at Paley Center June 10 and to interview Heather following
- Great opportunity to raise money and develop relationships for WGF from NY based feminist philanthropists
Target: Jina Moore, Freelance Writer
Actions: -Carol arranged for a one-on-one mtg for Heather with Jina Moorein NYC
- At the time, Jina was writing for Columbia Journalism Review. She agreed/offered to write a preview article about the film. - Jina wrote a wonderful article about the film for the Columbia Journalism Review - She has since become editor for global women’s rights for Buzzfeed, with much potential for future WGF coverage!
Target: CNN & CNN International
Actions: -Carol set up one-on-one mtg with Heather & Penny Manis, executive producer of CNN International
- Carol also set up one-on-one mtg with Heather and a key PR executive at CNN who has since been a helpful facilitator with:
- Helping WGF acquire rights to CNN footage for use in film at a very discounted rate.
- Referrals to colleagues and other producers at CNN
- Connecting Heather to the “right” execs at CNN to discuss possible distribution of the film on CNN
Target: ABC News “Nightline”
Actions:
-Carol set up one-on-one mtg with Heather & Emily Gerard, a producer at Nightline and a rising star at the network
- Carol set up one-on-one mtg with Heather & veteran feminist writer Leslie Bennetts (currently on sabbatical) but a marvelous connector for us
-Leslie’s friend Betsy West, producer of “Makers,” had to cancel at the last minute but is
interested and Leslie is helping us to follow up.
- Leslie also offered to make strategic introductions to the Exec Producer of 60 minutes and to the CEO of NY PBS station.
Target: MSNBC
Actions:
-Carol has arranged a one-on-one meeting w/ Chris Hayes’ producer on 2/19 in NYC for Heather
-Chris Hayes’ producer at this meeting said “We absolutely have to have you on our show” and offered to refer us to producers for the shows listed below. We continue to work with Diane (the Producer) to confirm a date for Heather to be on Chris Hayes’s how on MSNBC.
-Melissa Harris Perry
-Andrea Mitchell
- Rachel Maddow Target: Loreen Arbus, feminist philanthropist
Actions:
-Carol introduced Heather to Loreen at WMC gala
-Loreen hosts events at her (fabled) NYC apartment.
-Carol followed up with request that Loreen consider hosting friendraiser/fundraiser for WGF at her home in NY in the fall.
- Carol followed up with request that Loreen consider being member of the host committee for the NYC screening.
Target: Francine Lefrak, feminist philanthropist
Actions:
-Carol introduced Heather to Francine at WMC gala
-Carol followed up with request for one-on-one mtg
- Carol has confirmed mtg with Francine and Heather for 2/20 in NYC
- Meeting went really well, Francine seemed interested and gave lots of great advice. We shall follow up and see if she will become a host of the NYC screening.
Target: International Museum of Women (online museum with large following)
Actions:
-Carol connected Heather with CEO Clare Winterton
- IMW interested in being partner of SF screening and also online streaming when appropriate.
Communications Report from Fittingroup (Film Premiere PR) Women and Girls Foundation Premiere, ‘Madame Presidenta’ Post-Event Report, Fitting Group
Outreach
Tactics:
Wrote one press release with two rounds of revision—a local one targeted for ticket sales and also reviewed the national release created by C. Edgar. • Press memo reviewed via conference call Release distributed using WGF’s Burrell Platform • o Existing WGF media/contact lists • o Additional media contacts Release distributed via personal email Follow-up via personal email and phone • WGF• added the following contacts to the press memo:
Heather Abrams, KDKA Mackenzie Carpenter, Pittsburgh Today Live • Marty Levin at Pop City • Pittsburgh Business Times • Priority on arts and entertainment section writers • Pittsburgh Today Live • The following• contacts received the release via Burrell platform, additional personal email with release attached and follow-up phone call:
Post Gazette Natalie Bencivenga, Barbara Vancheri, Virginia Linn. Heather recommended Mackenzie Carpenter who had already offered to write a story if Fitting was unable to secure another writer to cover it in Magazine section. In the end Mackenzie did end up writing the feature story. WGF secured article, and Fitting secured SEEN coverage.
WESA Katherine Blackley, Deanna Garcia, Larkin Page-Jacobs. Heather recommended we reach out to Heather Mclain at WESA who has included WGF in Essential Pittsburgh Broadcasts many times. WESA did then include a “blurb” about the event in morning broadcasts leading up to the event.
KDKA TV/Radio Producers and Anchors Ken Rice, Pam Kormos, Jennifer Antkowiak, Kelly Salandro, Vicki Bigley, Corey Martin, Lynn Freeland, Dan Braddock, Michele Hills, Kimberly Gill, Jon Delano, Shelley Duffy, Chris Moore. No response. Heather recommended Fitting reach out to Aviva Radborn who has had Heather on Ken Rice show before. Aviva agreed to book Heather & Heather appeared on the show.
Pittsburgh Today Live: Jill Neely, Kristine Sorensen, general info address. No response
City Paper Paul Klatzkin, Bill Driscoll. Heather recommended we reach out to Chris Potter who she had a relationship with. But Fitting did not follow up.
WTAE Marci Cipriani, Sally Wiggin, Janelle Hall, Kelly Frey. No response.
WQED Nathalie Berry, Ted Shoeir. Not sure of response.
WPXI Cara Sapida, Peggy Finegan, Jodine Costanzo, Renee Kaminski, Helen Barnes. No response.
Pittsburgh Magazine Editorial Staff, Christine Mouser (special sections coordinator). Heather recommended we reach out to Betsy Benson who WGF has a relationship with. Pgh Mag included event on online calendar.
Other Tracy Certo, NEXT PGH, Propelle Team. Event included in Next Pgh. Pittsburgh Today Live, Kristine Sorensen and Jill Neely—email and phone, WQED, WPXI, KDKA, and WTAE—email WESA Katherine Blackley—email, phone, WYEP Deanna Garcia — email, phone, twitter
WGF feedback: Heather suggested pitching to WESA’s Essential PGH (Heather McClaine) and WYEP’s Rosemary Welsch based on prior relationships and coverage of WGF. Follow-up: Alaina listed Larkin Page-Jacobs, Deanna Garcia and Katherine Blackley to be the contacts being followed up with to secure airtime instead. This was a failed strategy so in the end Heather reached out to Rosemary Welsh and secured on-air coverage.
In addition to the initial distribution of the release, Larkin, Deanna and Katherine received a pitch email for an interview with Heather personally and a second pitch for airing Brazilian music via email and phone. No response to Fitting.
Results:
NEXT Pittsburgh launch article Post Gazette, See and Be Seen, Natalie Bencivenga’s • Post Gazette, feature, Mackenzie Carpenter (WGF relationship) • KDKA Sunday morning edition, Ken Rice (WGF relationship) • Mention on Pittsburgh Magazine’s ‘The 412’ event listings, Kristina Martin (WGF • relationship) • WYEP spot with Rosemary (secured by WGF)
Email• Campaign
Tactics:
Email 1 to serve as “press release” to email base Email 2-4 to reinforce messaging and ticket sales • Recommendation for targeted email to board and sponsors • Additional email to membership organizations (World Affairs Council, Leadership PGH, • Global Pittsburgh, GPNP, Hispanic Chamber of Commerce, Brazilian business community) • Results:
Email 1-4 sent to email network Organization-wide emails sent the week of the premiere: Global Pittsburgh, Hispanic • Chamber of Commerce, and Brazilian business community, Treading Art • Listing on World Affairs Council homepage World Affairs Council tweet to their audiences • Event• Listings
Event was listed on the following community calendars:
WHIRL Pittsburgh Post Gazette • Pittsburgh Tribine Review • Pittsburgh Magazine • WPXI • Visit Pittsburgh • Carnegie Mellon University • Global Pittsburgh • Emagnify (Seton Hill University) • IheartPGH • International Women’s Day • Pittsburgh Blogger’s private Facebook group • Communication• was exchanged with Ted Soheir at WQED and Dacia Masengill at the Carnegie regarding listing the event on their websites or calendars. However, this does not fall within either organization’s protocol for event relations. The WTAE calendar was under construction at time of posting and found to be generally under-managed.
Social Media Tactics: Image-heavy Twitter and Facebook campaign Twitter – tweeting directly at key accounts, local and national • Leverage Facebook event for exposure and direct users to website • Topics• for social media campaign included: women’s rights, behind the scenes material, recognition of international women’s day and women’s history month, capitalizing on Brazil’s carnival 2014, targeting the issue of electing a female president
Twitter activity including engaging Comedy Central, Daily Show, Jon Stewart main accounts, and producers and following up with activity surrounding the airing of the Colbert Report with messaging in support of the film. Results: Twitter retweets – 34 Twitter mentions — 14 Twitter favorites — 19 Twitter followers — 9 Facebook likes — 19 Facebook shared posts — 6 Q1 Media Tracking Report from Burrelles Luce (Media Tracking Service) 2014 Q1 WGF Communications Report
Media Report Analysis
Prepared: April 10, 2014 Date Range: January 1, 2014 through March 31, 2014
2014 Q1 WGF Communications Report
Project # of Articles Print Online Soc. Media B'cast Newswires 2014 Q1 WGF Communications Report 17 11 6 0 0 0
Project: 2014 Q1 WGF Communications Report Type Published Headline Audience Impressions Media Date Publication Value 3/21/2014 'Madame Presidenta' asks, Why not a woman president? - Pittsburgh Post-Gazette Pittsburgh (PA) Post-Gazette 1,082,250 1,082,250 8,105 3/19/2014 NEWSMAKER PITTSBURGH TRIBUNE-REVIEW 104,962 104,962 764 3/19/2014 Newsmaker: Heather Arnet - TribLIVESign In or Sign UpUsernamePasswordForgot your password?Just Pay Half! Subscribe Place TribLive (Pittsburgh,PA) 598,124 598,124 336 3/12/2014 Calendar of Events PITTSBURGH CITY PAPER 63,881 63,881 613 3/8/2014 Women and Girls Foundations Premieres Documentary "Madame Presidenta: Why not U.S.?" at Carnegie Museum of Art, Pittsburgh - TribLIVE.com TribLive (Pittsburgh,PA) 598,124 598,124 529 3/7/2014 Film asks, Why not a woman president? PITTSBURGH POST-GAZETTE 153,078 153,078 36,104 3/6/2014 Groundbreaking Documentary Premieres Exploring Role of Women in Global Politics Centre Daily Times (State College, PA) 77,746 77,746 729 3/6/2014 Groundbreaking Documentary Premieres Exploring Role of Women in Global Politics InvestorPlace (Lancaster,PA) 469,279 469,279 632 3/6/2014 Groundbreaking Documentary Premieres Exploring Role of Women in Global Politics Pittsburgh (PA) Post-Gazette 1,082,250 1,082,250 4,631 3/1/2014 Changing Lives Together PITTSBURGH MAGAZINE 45,247 45,247 2,964 2/27/2014 PEOPLE ON THE MOVE PITTSBURGH BUSINESS TIMES 11,708 11,708 15,061 2/5/2014 NEWSMAKER PITTSBURGH TRIBUNE-REVIEW 104,962 104,962 764 2/2/2014 dateline pittsburgh PITTSBURGH POST-GAZETTE 257,717 257,717 46,159 2/1/2014 lebo WHIRL MT. LEBANON MAGAZINE 22,000 22,000 2,248 2/1/2014 state of the state MT. LEBANON MAGAZINE 22,000 22,000 4,106 1/22/2014 Calendar of Events PITTSBURGH CITY PAPER 64,832 64,832 175 1/16/2014 Calendar of Events PITTSBURGH POST-GAZETTE 174,389 174,389 5,014
Media Value Total Articles 17 Total Impressions 4,932,549 Total Media Value $128,932
Articles List with PDF NEWSMAKER Calendar of Events Film asks, Why not a woman president? Changing Lives Together PEOPLE ON THE MOVE NEWSMAKER dateline pittsburgh lebo WHIRL state of the state Calendar of Events Calendar of Events
The articles provided in this report are for your personal information and use only. Note that this material may not be publicly distributed, posted to any web site available to the public, or used for any promotional purpose whatsoever without the express consent of the copyright owner.
©2014. For more information contact: (800) 631-1160 or e-mail us. Additional Media (Broadcast and Online) in Q1 Not included Burrelles Luce report
February 3, 2014 Sarah Pesi & Heather Arnet on KDKA News http://pittsburgh.cbslocal.com/2014/02/03/local-woman-working-to-get-stricter-stalking-laws/
March 2, 2014 Heather on KDKA Sunday Ken Rice show http://pittsburgh.cbslocal.com/category/watch-listen/
March 10, 2014 Film Premiere of “Madame Presidenta: Why Not U.S.?” Drew Sold-Out Crowd at Carnegie Museum of Art, Pittsburgh Post-Gazette.com http://tinyurl.com/oxunkah
March 11, 2014 SEEN, Pittsburgh Post-Gazette.com http://tinyurl.com/nht6zvw
March 6, 2014 Heather on the WYEP Afternoon Mix with Rosemary Welsh http://www.wyep.org/node/10446
April 5, 2014 Growing number of women out-earn husbands, Pittsburgh-Tribune Review http://triblive.com/lifestyles/morelifestyles/5741514-74/women-says-percent#axzz2yVyrr0Vx
April 10, 2014 Heather on WYEP Morning Mix with Cindy Howze http://www.wyep.org/audio/heather-arnet-on-brazilian-music