We hear from people on both sides of this issue.
Nonprofit folks can’t figure out why the media doesn’t seem interested in talking about the great work their organization does. Journalists are dumbfounded at the approach many nonprofits take when it comes to getting the press to cover their events and initiatives.
Let’s be clear about one thing. Media coverage for nonprofits should be a high priority, whether it involves a feature in a local newspaper, an interview with an influential blogger, or having your press release picked up on relevant websites.
Media coverage provides greater visibility, which builds credibility. It can even improve your search engine ranking. Most importantly, media coverage helps to create more support for your nonprofit and more impact for those who benefit from your efforts.
So how do you get this all-important media coverage for your nonprofit? What mistakes might you be making? Here are a few simple tips you can begin applying tomorrow.
Don’t just share information. Tell your story.
Journalists aren’t sitting on the edge of their seats waiting for another event announcement. But every journalist loves a good story.
What is it about the work you do and those you help that connects with people on an emotional level? What moves people? What makes people care?
Don’t ignore the facts. Journalists and bloggers need to know the who, what, when, where and why. But it’s the story that motivates and inspires them to cover your nonprofit.
Don’t just send press releases. Build relationships.
How do you feel when someone only calls or emails when they need something? That’s how journalists feel, too.
Introduce yourself to journalists and bloggers when you don’t have something to pitch. Offer to share your insights about trends and stories related to your nonprofit. Connect with them on the appropriate social media and networking channels.
When you become a source of expertise for journalists, they’re more likely to notice and cover your press releases. You can also increase awareness for your nonprofit if they ask for your input and quote you or another representative of your organization in other stories.
Don’t just say it and spray it. Do your homework.
Many nonprofits waste time by sending press releases and pitching stories to journalists and bloggers who just don’t write about those kinds of things. It’s not their beat. Emails are sent to as many people as possible, using generic salutations like “dear reporter,” “dear editor” or “dear blogger.”
A little due diligence can go a long way. What websites and publications are likely to cover your nonprofit? What individuals write about this subject matter? What groups and individuals are they affiliated or connected with?
Build your fundraising database not just with donors, but with community contacts. That includes journalists and other media contacts. Keep your database current, accurate, complete and relevant, and make sure your pitches are personalized. This will help you cultivate those relationships and increase the likelihood of media coverage for your nonprofit.
Just like you, journalists are busy and have jobs to do. By telling your story, building relationships and doing your homework, you can grab their attention and get more media coverage that’s so important to the success of your nonprofit.
