Most non-profit organizations may receive media attention, and their stories and achievements can reach the desired mass level. However, for other organizations that do not reach this level, they must first strive to attract media attention, as this may eventually lead to government and public interest.

From this perspective, these organizations should focus on writing their key achievements and stories that touch the hearts of journalists and followers alike, such as challenges faced by a needy person through the organization, and then send them to all local media.

Here are 10 steps through which non-profit organizations can gain media attention:

  1. Identify potential media outlets that will cover the organization's stories:

The head of the organization should monitor local media to understand the nature of the news they focus on and report, and join press clubs where they can meet journalists and editors. In fact, most public media care about humanitarian issues, while local media tends to be more conservative and interested in any business-related story.

  1. Know the names of the journalists who cover the most important news for the organization:

Health and sports news journalists may be interested in covering the organization's news, so this organization can send its information directly to them instead of just sending it to editors. The organization should also consider specialized journalists, such as the editor working in the community section who may be interested in covering events organized by the organization if social leaders participate, and the editor who works on the calendar section may be interested in lists and dates of the organization's upcoming events.

  1. Build personal relationships with reporters and producers without being pushy in requesting coverage:

When reaching good ideas about publicizing the organization's news, the head of the organization can email reporters and producers, and then call them, which will give him the opportunity to build relationships with them and hold brief meetings to introduce the organization while considering their busy schedules and relying on printed materials for the organization's key news or conveying them directly to them. However, it is important not to pressure reporters to cover the organization's news and to send only one email to remind them.

The head of the organization can also ask other members, volunteers, and board members to check if they know any reporters related to them by family or neighborhood, or journalists they have met through job interviews.

  1. Send free copies of the organization's publications to reporters:

The head of the organization can send free copies of its publications to reporters and producers, attaching his business card. This will keep them informed about the organization's work and may attract the attention of some, leading them to subscribe to the organization's newsletters or follow it on social media. Additionally, an invitation to special events can be sent to the appropriate reporter, and even if the reporter doesn't attend, the invitation will remind them of the organization's work.

  1. Keep up with changes related to preferred media staff at the organization:

The head of the organization can create a list of media staff and keep it updated by following the developments in reporters’ work through their social media accounts, mail, or phone. This will also help in knowing the current workplace of each reporter.

  1. Provide the media with stories worth covering:

The head of the organization can collaborate with board members to research appropriate and new humanitarian news and stories that align with a broad audience that are worthy of media coverage. It is important to note that reporters are not interested in past news or stories related only to the internal affairs of the organization or daily events.

  1. Develop a virtual media kit on the organization's website:

Journalists often prefer to find various electronic resources from the organization. Therefore, a virtual media kit can be placed on the organization's website, including the organization's history, missions, goals, and photos of its key staff and board members. A special page can also be dedicated to displaying downloadable, royalty-free images showing the organization engaged in its activities.

  1. Leverage important news stories to promote the organization:

The organization can form a group of individuals to monitor important and prominent local, national, and regional news and consider how the organization can utilize these news stories to conduct relevant activities based on current events and conditions that may attract local reporters to cover them, thus publicizing the organization's activities.

For example, severe cold in a certain area may require collaboration with animal welfare organizations on how to protect pets during cold weather, and with botanical garden associations on caring for weak plants to examine what the organization can do in this regard.

  1. The head of the organization must be available to the media at any time:

The head of the organization should provide his email and mobile phone number in press releases and on the organization's website contact page so reporters can reach him at any time. When he receives a call or message from one, he should respond as quickly as possible, as journalists work under busy schedules and will appreciate a prompt response.

Even if the head of the organization cannot provide significant assistance to a reporter, he should direct them to other non-profit organizations that may offer help, and as a result, the reporter will remember your cooperation, which may pay off in the end.

  1. Thank the reporter for covering the organization's news:

The head of the organization should first thank the reporter via email and then follow up with a handwritten thank-you card. The head should not underestimate the sincere gratitude as it surely has a positive impact.

Source: The Balance

Author: Joan Fritz