Happy New Year! As you move into this new year with newfound hope and determination, let’s give you the tools to be successful!

Sometimes as nonprofits, we can get in a rut and feel like we are spinning our wheels trying to get our story out there.

“Why won’t the media pick up my story?”

“How is that story better than ours?”

“What did that organization do differently than we did to be featured on the news?”

All of those questions go through your mind when you love what you are doing and you want others to know about it – but for one reason or another, you just can’t get it covered by the media.

I recently did a webinar on Making Friends with the Media to address just this. With a well written media alert, a press release, and a little planning and forethought, you and your organization have a GREAT chance of getting the spotlight shined on your incredible mission.

Check out these slide excerpts for ideas on how to make friends with the media in your community.

How do you write it? Here’s a great template that can be useful for you:

Next are Press Releases. Always keep in mind that as much as you think you are telling your story and getting the word out there, you have to assume that members of the media likely have no idea what you are doing or what your mission is all about. So you have to tell them – and the best way to do it, is in a press release.

This should be more of an article, story-telling format, rather than just the facts of the media alert. Here’s a great template to help you out:

After it’s written, don’t forget to distribute it! If you are part of national fundraising event like a Step Up for Down Syndrome Walk, be sure to check with your national affiliate partner to see if they have any local media lists that they can share with you to save you some time google searching contacts. A community nonprofit network that supports local nonprofits may also have a list to share.

Lastly, a few best practices and tips to keep in mind:

Remember the HUMAN ELEMENT. Reporters are trying to tell a STORY. Getting the right person to tell your story is just as important as the story itself. Feel free to provide that person with talking points – but don’t script responses. Let it be natural. For example, have just the 4-5 top things to share or key points on a piece of paper to review after the interview is finished to make sure you covered everything. Keep in mind…it’s a conversation!

Remember reporters are people too. Be nice to them – even if the the media outlet decides not to share your story. Oftentimes the reporters don’t know all the correct language so you can kindly share that with them ahead of time so they use the correct words when talking about your organization.

For example, in the disability community, we like to use “People First Language.” A person with Down syndrome, rather than a Down syndrome person. Not all reporters know this. Teach them! They want to use accurate and inclusive language.

Let reporters drive the interview. Thank them afterward. Follow/Like/Comment on other posts of theirs. I’ve had more than one story get coverage simply because I shared it on my personal profile on social media and the reporters who follow me (and I follow them) reached out for more information.

Some special considerations to keep in mind:

  • Radio – distribute 6-8 weeks prior.
  • If you are working with outside partners/sponsors – decide who is best to distribute. Your partner organization might have a more robust media list and/or relationship with the press.

Lastly, #1 piece of advice – news changes fast – don’t take it personally if you put in all this work and your piece doesn’t covered. I once had everything lined up for an amazing story about a tree planting event in Boulder on the CU campus, only to have a bear come down from the mountains and run loose on campus right before the planting. Suddenly no one was interested in trees. Ha!

That’s just how things go with the media. 30-45 minutes of filming will likely only be a 50 second story with 13 second quote. And that’s okay. Because it is still your story getting out there. And then you can share it with your audience for an even broader reach. And little by little, the community (and beyond!) knows who you are. And when more people know who you are, there are more people who are willing to support your work, financially and beyond.

So keep up the good work! Keep telling your story, because it for sure needs to be heard.

Have questions? Need help? Let me know! I’m here for ya!