Get Your Message to the Media

Getting media coverage is a way of reaching a larger audience, and the reporter is the vehicle to that audience. You're "selling" your story to a reporter who in turn, hopefully, conveys your views to the reader. Many people walk away from an interview disappointed because they didn't get to say what they wanted; they waited for the reporter to ask the question but it never came. You have to know exactly what you want to say, whether or not you're asked.

NPCC's Spring 1996 Member Reception addressed the topic of media coverage with excellent advice given by Judy Epstein, Director of Communications at Hebrew Immigrant Aid Society.

As you develop your campaign you need to answer several questions: Who is your target audience? How do you define success? What are the goals and aims of the campaign?

Campaigns take time to plan and implement, and timing is important. A campaign on budget issues won't do any good after budget negotiations are completed.

Start with the most important facts when writing your press release. Never assume that it will be read in its entirety, so pay most attention to the title, subtitle and lead paragraph. Correct grammar, spelling, clarity and interesting sentences are critical.

Send your press release with the correct spelling of the reporter's name (never blindly addressed to Editor or Critic). Be aggressive in your follow up, and don't assume that unreturned phone calls mean a lack of interest. Your release may not get read until you phone five times in one day. The best time to call most reporters is in the morning. Keep detailed notes on what you sent, when you called, etc. Often what distinguishes one group from another is the follow up and pitching.

When you pitch your story you must know what you want to say and why you're making the pitch. Perfect your story ahead of time. You have a window of opportunity of about 20 seconds, and can't spend it vacillating between who you are and what you're trying to accomplish. Individuals from the nonprofit sector care a great deal about what they are doing, but that's not enough to make a story. Don't expect a reporter to immediately understand, and don't rely on them to figure out what is special about your organization. If you cannot answer these questions, how do you expect them to? Put the benefit up front, whether in a pitch or writing, not in a self-serving way rather, how your work serves your client or community.

Your story has to be specific and be broad based. Just about every national story starts from a local perspective. How you talk about and position your story is critical. People are turned off by straight theory and concept, so put a human face on and ground your story in specifics. Very often a story will focus on an individual and folded into that will be the organization's broader-based issues. Your mission should not come first because it's not of immediate interest to the reader. You have to whet their appetite and lead them to what you want to say.

If you're interviewed on radio don't overwhelm people with too much data. People absorb only three facts in one sitting, and often remember stories more than dry figures. Prioritize and state your most important facts first; too much will cause listeners to tune out. Know what you want the listener to come away with. Use short sentences, spiffy language, and try to captivate the listener. Choose your words carefully in the event of editing and the context of your message changing.

Issues very often inter-relate, so throw your story out to a large field of reporters. Rarely is a social issue isolated. You will probably be able to find other aspects, such as business, education or health care, that tie into your main issue. Learn how to discuss your story in varying ways so that when talking to different reporters you will be able to justify why it's appropriate under their beat. If the reporter who covers your beat is not interested find out who might be. Monitor the news and follow what topics reporters and columnists like to write about.

If your organization is new or not well-known you should ask reporters and editors for pre-interview meetings to introduce your organization and build a relationship for future coverage. Provide background information and invite them to attend your workshops.

Experts and clients involved with your programs can also provide many story ideas for a reporter. A reporter may want to speak with your experts or clients without you present. If they talk to a reporter, you will want to prepare them first to hear how they are going to speak about the issues. You don't want any loose cannons but you also don't want to script them so that they sound rehearsed and de-personalized.

A good time to do a campaign is when you have new programs. The media likes trends and new things. It's very hard to get coverage on existing programs. If you don't have new programs find new, creative and broader ways of presenting and discussing your issues.

The news follows the news. If a paper covers your story take it to radio and then to television; if you get coverage in a weekly paper take your story to a daily. You're viewed as a leader when you receive media coverage.

Monitor the news in the morning so that you know who has written what and whether or not you need to respond. Don't wait until the afternoon when reporters are on deadline. Sometimes the media is looking for certain stories and topics, and sometimes you have to anticipate what's coming up, so become proactive. Ask reporters what they're working on and establish yourself as a resource.

If you don't have news, don't have a press conference. Press conferences are for news, a survey or a report, not for celebrating your 7th anniversary. To help encourage attendance, send media advisories ahead of time but don't release the news until the event.

Press packets should look professional. They usually include a pitch or a press release, fact sheet(s) about work done, profiles of clients served, biography of executive director, cross-media coverage (don't give a daily reporter coverage from another daily paper, etc.). If you are issuing a report, a summary is sufficient as most reporters won't have time to read an entire report, but have copies on hand should they be requested.

Finally, don't forget to thank reporters. They usually only hear from us when we want something or are angry. Remember that they too are human beings.        

Copyright 1998 Nonprofit Coordinating Committee of New York