Difference between revisions of "Getting Media Coverage for Your NGO"
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How do you get more earned media coverage? First, you have got to set up and maintain an ongoing, proactive media relations campaign that includes writing press releases, opinion editorials, broadcast advisories, holding press conferences, participating in editorial boards, giving radio and television interviews, producing radio actualities and video news releases, and hosting events, such as panel discussions, to give your organization more visibility. | How do you get more earned media coverage? First, you have got to set up and maintain an ongoing, proactive media relations campaign that includes writing press releases, opinion editorials, broadcast advisories, holding press conferences, participating in editorial boards, giving radio and television interviews, producing radio actualities and video news releases, and hosting events, such as panel discussions, to give your organization more visibility. | ||
| − | When you begin your media relations campaign, you really need to know your media. You need to know who you want to contact and why. There is a difference between the Nation magazine and National Review magazine. There is a difference in how you may pitch a story to the news desk of the New York Times, and how you may approach the editorial board at The Washington Times. You do not want to change who you are, or change your message, but your approach may be a bit different. | + | When you begin your media relations campaign, you really need to know your media. You need to know who you want to contact and why. There is a difference between the ''Nation'' magazine and ''National Review'' magazine. There is a difference in how you may pitch a story to the news desk of the ''New York Times'', and how you may approach the editorial board at ''The Washington Times''. You do not want to change who you are, or change your message, but your approach may be a bit different. |
Not only do you need to know your media, you need to know your media well. Identify and target some key reporters that you think can help you on an ongoing basis, that cover your issues specifically. Know who they are, know what they have written, know their history, and follow them closely on a day-to-day basis if you can. Once you identify them, give them a call, introduce yourself, and tell them what you do. Be brief, be concise, to the point, and educational, but ask them a few questions. Do you prefer fax? Do you prefer E-mail contact? Do you prefer a phone call? Do you prefer an E-mail followed up by a phone call? | Not only do you need to know your media, you need to know your media well. Identify and target some key reporters that you think can help you on an ongoing basis, that cover your issues specifically. Know who they are, know what they have written, know their history, and follow them closely on a day-to-day basis if you can. Once you identify them, give them a call, introduce yourself, and tell them what you do. Be brief, be concise, to the point, and educational, but ask them a few questions. Do you prefer fax? Do you prefer E-mail contact? Do you prefer a phone call? Do you prefer an E-mail followed up by a phone call? | ||
| − | Take very specific notes, because the easier you make it for the reporter to cover your story intact, the more likely they will to do so. Also, ask them how do they like to cover their events? Some reporters like to actually go to events and cover it themselves. Some reporters like to look at studies and pull some things, and others want to do a direct interview with your executive director, or an expert within your organization. | + | Take very specific notes, because the easier you make it for the reporter to cover your story intact, the more likely they will to do so. Also, ask them how do they like to cover their events? Some reporters like to actually go to events and cover it themselves. Some reporters like to look at studies and pull some things, and others want to do a direct interview with your executive director, or an expert within your organization. |
==Press release== | ==Press release== | ||
Revision as of 12:50, 8 September 2008
Gaining media coverage for any organization is important. If all the work that you are doing to make the world a better place is more widely known, then your organization assumedly will be able to accomplish more. Media not only gives your efforts exposure, but it also gives it credibility. By having a third party, the media, tell your story it adds credibility to what you are trying to do. And having a good media relations strategy is increasingly important in today's climate as getting media coverage is becoming increasingly competitive.
This article addresses how NGO leaders can set up their own media relations campaign, or, if they have already got one in progress, provide some advice and insight on how to have a better media relations campaign.
This article addresses two main categories of the media: paid media and earned media. Paid media is your TV advertising, your newspaper advertising, and radio commercials. It is buying time and space to get your message out. Earned media is press coverage that is earned, not bought. Earned media is the media covering your story because of your newsworthiness or your compelling message. You have earned a place in the information marketplace because someone else thought it was important to tell your story.
