How to Develop Good Relationships With the Media for a Nonprofit Organization
Make a database of key media outlets in your area., Introduce yourself to local reporters who cover your beat., Give reporters who cover your beat a free copy of any publications you sell and a free ticket to any events you organize., Pitch story...
Step-by-Step Guide
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Step 1: Make a database of key media outlets in your area.
Start locally, then expand the list to regional and even national media.
Include newspapers, television programs, websites and radio stations.
Keep an updated list with personal contact information for each entry. -
Step 2: Introduce yourself to local reporters who cover your beat.
For example, if your non-profit is a domestic violence shelter, contact the reporter who most likely to cover crime or domestic violence issues. , The cost of doing so will be more than offset by any free publicity you garner. , Do not pester a reporter to cover every meeting held by your non-profit.
Story ideas must pertain to a relevant and timely issue in order to get any notice.
It's important to have a human interest angle in mind.
If a reporter turns down your story pitch, don't take it personally.
It may not work into the reporter's schedule, or she may not find the idea relevant at the time.
Don't give up and remain on friendly terms with the person. , Don't be afraid to give out your cell phone number.
If a reporter cannot reach you with one phone call, he most likely will move on to an alternative source for his story. , If you make her miss her deadline or feed her with lousy information, he will not call back the next time he needs help. , When a reporter asks a question, she wants an immediate answer.
If there's no way you can answer immediately, ask the reporter when her deadline is.
Be sure to get back to her as soon as possible. , Press kits and releases are not as effective as making a call to a reporter, but they are a good way to send background information on your agency.
Include your business card so reporters can keep your contact information on file. , Reporters rarely receive praise. -
Step 3: Give reporters who cover your beat a free copy of any publications you sell and a free ticket to any events you organize.
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Step 4: Pitch story ideas as they come up.
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Step 5: Make time for reporters and be accessible.
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Step 6: Be accurate and trustworthy when a reporter comes to you for a quote.
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Step 7: Think on your feet because a reporter isn't going to wait for a canned response from you hours later.
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Step 8: Send press kits or releases to a specific contact at a news organization.
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Step 9: Thank reporters when you are satisfied with the stories they write.
Detailed Guide
Start locally, then expand the list to regional and even national media.
Include newspapers, television programs, websites and radio stations.
Keep an updated list with personal contact information for each entry.
For example, if your non-profit is a domestic violence shelter, contact the reporter who most likely to cover crime or domestic violence issues. , The cost of doing so will be more than offset by any free publicity you garner. , Do not pester a reporter to cover every meeting held by your non-profit.
Story ideas must pertain to a relevant and timely issue in order to get any notice.
It's important to have a human interest angle in mind.
If a reporter turns down your story pitch, don't take it personally.
It may not work into the reporter's schedule, or she may not find the idea relevant at the time.
Don't give up and remain on friendly terms with the person. , Don't be afraid to give out your cell phone number.
If a reporter cannot reach you with one phone call, he most likely will move on to an alternative source for his story. , If you make her miss her deadline or feed her with lousy information, he will not call back the next time he needs help. , When a reporter asks a question, she wants an immediate answer.
If there's no way you can answer immediately, ask the reporter when her deadline is.
Be sure to get back to her as soon as possible. , Press kits and releases are not as effective as making a call to a reporter, but they are a good way to send background information on your agency.
Include your business card so reporters can keep your contact information on file. , Reporters rarely receive praise.
About the Author
Mary Hart
Professional writer focused on creating easy-to-follow organization tutorials.
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