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20NTC Session

Modern Media Relations for Nonprofits


Media is changing quickly. Unfortunately, many nonprofits have been slow to adapt to this rapid transformation.

But with the right strategy and approach, even the most resource-strapped organization can grab headlines.

Move beyond the cookie-cutter press release and learn how to create an effective and nimble media relations strategy that will get your nonprofit the news coverage it deserves.

Join Modern Media Relations for Nonprofits co-authors Antionette Kerr and Peter Panepento for a fast-paced, example-packed session that will show you how to grab headlines, even if you have a limited budget.

We’ll show you how to build relationships with reporters and editors that will have them coming to you for quotes, leverage your website and social media channels to capture media opportunities, and employ newsjacking to connect your story to what’s happening in the news.

Learning Outcomes

  • create an effective media strategy that aligns with your goals and resources
  • leverage your website, social-media channels, and other tools to capture media opportunities
  • become an adept 'newsjacker' -- finding creative and effective ways to align your nonprofit to what's happening in the news

Target Audience

Marketing and communications staff who are responsible for media relations, but lack the resources to pursue media full time.


Content MarketingContent StrategySocial MediaStorytelling


Antionette Kerr

Leadership Team

Women AdvaNCe

Antionette Kerr is a nonprofit leader, book publisher, media correspondent and lover of poetry. She currently serves as a member of the leadership team of Women AdvaNCe a nonprofit dedicated to inclusive storytelling. Antionette’s passion for storytelling led her back into the world of journalism, consulting, training and publishing where she earned the inaugural Innovative Leaders Scholarship for the Yale University Magazine Publishing Course.
Antionette is also the co-founder and CEO of Bold & Bright Media, a book publishing company “committed to bold hearts, bright minds and storytellers whose experiences will inspire and compel others to grow in their own greatness.”
She has provided training for The National Council of Nonprofits, Nonprofit Marketing Guide and The Nonprofit Academy.

Peter Panepento

Philanthropic Practice Leader

Turn Two Communications

Peter Panepento specializes in helping foundations and nonprofits tell their stories through the media and their own channels.

His portfolio includes leading Turn Two Communications’ work with the Community Foundation Public Awareness Initiative, The New York Community Trust, Greater Washington Community Foundation, Community Foundation for Southeast Michigan, Southeastern Council of Foundations, and Stamford Hospital Foundation, among others.

These clients — and many others — have relied on his knowledge of and connections to the philanthropic sector to advance their goals and reach a wider audience.

Prior to founding Turn Two, Peter spent nearly two decades in journalism, including more than a decade covering the nonprofit and foundation world at The Chronicle of Philanthropy — where he worked first as a contributing writer and later as the editor who managed its online and social media presence, as well as its research and data projects, webinars and new products.

He is co-author of Modern Media Relations for Nonprofits and is chairman of the Community Foundation of Howard County in Columbia, Md.

Peter writes and speaks regularly about communications strategy and public relations for nonprofits and foundations and is a contributor to Nonprofit Marketing Guide.

Jen Newmeyer

Director of Integrated Fundraising

UNC-TV Public Media North Carolina

Jen Newmeyer is a digital fundraising strategist specializing in integrated campaigns and online engagement. By collaborating with media partners, marketing, and communications to take a comprehensive and targeted branding approach to nonprofit fundraisers, she’s raised over $10 million in online revenue during her 15+ year tenure. She is currently the Director of Integrated Fundraising at UNC-TV: Public Media North Carolina and author of “The Insider’s Guide to Online Fundraising: Finding Success When Surrounded by Skeptics.” Learn more at





March 24, 2020


10:30am – 11:45am



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