Getting Media Coverage for Your NGO

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.

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