Sometimes the most effective voices for an organization, are the people who have had their lives changed by it. If they’ve been through a lot and want to help the organization, they still need to consider carefully the impact that news coverage can have on their lives and careers.

This is certainly true for treatment court graduates [more]

Impact Lab invited Steppingstone LLC’s Ami Neiberger-Miller to interview for a podcast interview with Key Elements Group LLC President and CEO Lynette Zimmerman. In the interview, she talks about messaging and working with reporters to improve coverage of suicide in the military. She also discusses her own family’s [more]

In 2018, we pitched a story to Exceptional Parent magazine, a publication for parents of children coping with special needs, suggesting a story with tips about how to select a school for your child. This was an excellent target publication for our client, the Episcopal Center for Children, as they worked with children coping with special [more]

In 2019, Steppingstone LLC’s Ami Neiberger-Miller began writing a bimonthly column on public relations for Instigate Magazine, which is published by Citygate (formerly the Association of Gospel Rescue Missions). The purpose of the column was to help their members improve how they communicate with the public, and better share [more]

When the Memorial Day Flowers Foundation needed to recruit additional volunteers in less than two weeks to place more than 225,000 flowers to honor fallen military troops at Arlington National Cemetery over Memorial Day Weekend, we designed a media outreach strategy to help. Given the event fell on what is traditionally considered [more]

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According to the Corporation for National Community Service, just over a quarter (25.3%) of Americans volunteer. That’s 62.8 million volunteers!  On average, each person volunteers 32.1 volunteer hours per person, per year, which comes to 7.9 billion hours of service, the equivalent of $184 billion.

Religious activities [more]

It’s important to be well-prepared for a media interview so you can convey your key message and represent yourself and your organization or business well. Some people might get nervous or feel like their old “test anxiety” from school is surging back when they are getting ready for a media interview. Others may [more]

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Sometimes when I talk with nonprofit staff and suggest they talk with reporters about the good work they are doing, I discover that they are worried – about how reporters will view their agencies, and how they will find the time to manage “one more thing.”

You don’t need to be afraid of reporters. In any community, journalists can [more]

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One of the best (and free) tools for connecting with journalists who are seeking sources is HARO (Help a Reporter Out). Originally begun as an enewsletter by Peter Shankman, more than 800,00 subscribers get 3 HARO emails per day listing topics journalists are seeking sources for. Major national media outlets, including Fox News, [more]

The way a story is told within the recovery community – in the context of support groups and AA meetings – is very different from the way a story should be told in the public eye. In this session at RISE19, organized by the National Association of Drug Court Professionals (NADCP), Ami Neiberger-Miller talked with treatment [more]

Our work on behalf of Teens for Gun Reform supporting their White House protest after the Parkland tragedy won an award from Ragan’s PR Daily. In only 30 hours, we were able to issue a press advisory, do follow-up, and support an avalanche of media attention at the event. The resulting photos and interviews were seen worldwide. [more]

It’s every public relations professional’s worst nightmare – a press release typo becomes front page news. So how do you recover?

The Women’s March issued a news release this week attacking President Donald Trump’s new Supreme Court justice nominee, but there was one problem.

The space for the nominee’s [more]

Drawing on her media relations experience and a series of roundtables with a group of treatment court graduates, Ami Neiberger-Miller assembled a guide, “Sharing Your Treatment Court Story: A Guide to Help You Prepare.” Published by the National Association of Drug Court Professionals (NADCP), the guide offers [more]

I once spent hours going back and forth with a client over a letter to the editor. They wanted it to be just right for their president and CEO to sign. They littered clean copy with jargon and industry insider language and I kept taking out all the muck, and made the message simple and on point. Finally, we reached final draft form and I was [more]

In journalism and public relations, a news embargo or press embargo is a request that the information or news provided not be published until a certain date and time, or before certain conditions are met.

Typically, an embargo is set up by emailing a news release to reporters with “embargoed until date/time” written on the [more]

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You can have the most well-written and newsworthy press release in the world, but if you send it out on a bad day or at the wrong time, you may hurt your opportunities for news coverage. The day and time you issue a press release matter.

The key questions to consider are:

When will editors and reporters reading their email be most likely [more]
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Should I go “off the record”? It’s one of the most common questions I hear from clients I assist with media relations training and support. Even just curious people who find out I work in media relations often want to know how going off the record or “speaking on background” works. What “off the record” [more]

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Media relations can be challenging, even for those working in criminal justice or law enforcement, who interact with journalists regularly and rely on them to inform the public about information. In this July 2017 presentation at the annual conference for the National Association of Drug Court Professionals (NADCP), Ami Neiberger-Miller [more]

As a media relations expert, I am routinely asked how to craft pitching angles or get a story placed with a blog, publication or broadcast outlet. Of course, if you have news – something that is timely, breaking, uniquely interesting, or of great public value – you can often achieve coverage and placement. But what about when [more]

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If you want to reach out to bloggers with a story idea or information from your nonprofit, association or small business, what are the best ways to reach out?

As a blogger, I get pitched regularly by people offering me content for my blog. Most pitches are awful – off-topic,  poorly written and unfamiliar with my audience.   [more]

We conducted an in-person media relations training for an association client that sought to better understand how to work with the media and suggest ideas for story coverage.

—As part of the training, participants:

Understood who the media are, their deadlines, and working environments. Learned how to write a press release. —Discussed [more]

The Washington Post recently caused a stir by inviting people to pitch the editorial board. Most editorial boards enjoy hearing from readers and appreciate input – especially if it is thoughtful and well-assembled. But most of them don’t do what the Post did and put up an online form to help you make your pitch. Before you pitch the [more]

Intuition and strategy play big roles in media relations. There are times that you need to listen to your gut, and times when you just have to execute. But it can be easy to make a mistake, even while executing an awesome strategy. The last thing you want to do is introduce a problem that could have been avoided. Here are six common media [more]

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The  annual PR PowerLines survey of journalists was published in January 2015, and the results offer tips on getting your news release read (and used) by journalists, that can assist small business owners, nonprofit workers or association professionals.

Tip #1 – Send press releases to journalists via email. Email distribution [more]

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This presentation offers tips for journalists on covering trauma and working with survivors of trauma. The presentation was delivered at Columbia University in New York by Ami Neiberger-Miller while she was working for the Tragedy Assistance Program for Survivors (TAPS).

Journalists: Covering Traumatic Events with Sensitivity [more]
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