Communication and Outreach

Establish a Social Web Presence


  • Determine which networks are most popular among your constituency and your targeted audience
    • Facebook, LinkedIn, Instagram, Twitter are often most popular
    • You do not have to have a social media presence on every social media site
  • Use photos, quotes and storytelling to engage an audience on social media
    • Practice the 50-30-20 rule for social media
      • 50% of your content should be curated: This is the careful consideration and posting of content from others, relevant to your audience
      • 30% creations: This is content from your organization. This is not the hard sell, as much as it is content that helps build brand influence and reputation 
      • 20% humanization: This is content that brings your organization, your brand to life. This is where you showcase the feel good stuff and build connections for you audiences to the people that make up your organization
  • Link your social media platforms to your website
  •  When embedding links, use URL shorteners like
  • Follow or like similar organizations, stakeholders and individuals in your region within your target audience – be sure to cross promote by sharing relevant news and posts
  •  Use social media to being conversations and connect with local groups and individuals
  • Post regularly, and establish a pattern of conversation (this sheet has some good tips)
  • Generally, more positive content will allow for a greater return in engagement
  • Use hashtags to insert your information into popular conversation (i.e., #northcarolina)
    • Do not overuse hashtags; a general rule is 2-3 hashtags per post
  • Get familiar with your analytics
    • Twitter, Facebook and LinkedIn all offer access to analytics for your account on their site  
    •  AppAction is a useful tool to track engagement on Instagram
    • There are many useful websites and online tutorials that can help you navigate what these tools can tell you



  • Create targeted media lists of regional/local outlets and key contacts – tips for successful PR pitching are available here
  •  Draft and distribute press releases and media advisories around your event to alert media and garner coverage, and invite media to attend
  •  Identify appropriate times for press interviews/photo opportunities
  •  Feature timely news/significant updates with a press/news release
    • Create media/press page for cataloging news releases and media mentions/publicity
    • Share news/updates across social media platforms, websites, and in any direct correspondence (newsletters)
  •  Collaborate with stakeholders to author or co-author an op-ed for local media or a web/blog posting

Collateral Resource Materials

  • Develop informational one-pagers and infographics specific to community/partnerships to share with stakeholders and media
  • Maintain archive of photos/video footage from events, meetings, etc.
  • Maintain an archive of news releases, media/publicity
  • Develop contact listserv of stakeholders, partners, event participants and media