How to Develop Good Relationships With the Media for a Nonprofit Organization

Developing good relationships with the media is vital to nurturing the right kind of image for your nonprofit organization. Good visibility brings more grant dollars and improves the success of your fund-raising events.

Instructions

Difficulty: Moderately challenging

Things You’ll Need:

• Media list
• Press kits
• Press releases

1. Get a media list that includes all the print, radio and TV outlets for your community. Create a database of the contact information - this will be your lifeline to your media friends.
2. Create a concise but complete press kit in which you introduce yourself, your organization and its mission statement. Include complete contact information for you and other members of your group with whom an editor or producer might want to get in touch.
3. Find out which editors, producers or writers will be especially interested in your group's activities and send the press kit to these people by name.
4. Follow up the press kit with a phone call. Try to set up a face-to-face meeting - so that the editor or producer will associate a person with the name of your organization.
5. Send a letter or press release at least once every quarter. If you send a public service announcement (PSA), time your campaign for when the outlet isn't sold out with paid advertising. You will be more likely to get on the air when people are viewing or listening.
6. Organize a media day if your nonprofit has a physical location and there's a reason to invite the media. For example, if your group caters to the elderly, invite a local second-grade class to serve them lunch. Offer tours of the organization.
7. Count on inviting the media right after your organization has just opened its doors. Have a ribbon-cutting ceremony. Invite a local congressperson to attend. Media people need a reason to come to your organization; don't waste their time.
8. Invite members from the media to sit on your board of directors. Don't leave out any medium - invite TV, radio, Web site and print reporters, editors and producers.

Tips & Warnings

• Don't be surprised if your press person is too busy to see you when you first call. They'll be less likely to have time for you if there's not a specific event or news story to talk about. If you're considerate and professional, they will remember it and call you. If you waste their time and antagonize them, they'll remember that, too - with negative results.
• Make your media kit user-friendly. Include an "at-a-glance" fact sheet on your organization's history and purpose, with up-to-date contact information: address, phone, fax and e-mail.
• Return press phone calls promptly and get back to them with the information they request as quickly as you can. Remember that press outlets have tight deadlines and whether or not you get coverage may depend on how conscientious you are about doing what you've promised.
• Don't work from an old media list. Editors, producers and writers change jobs frequently. The person you send materials to six months ago may be gone. Check.

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