Media Envy? Get in the Game!

Many organizations work extremely hard to be the best in their field, achieve rewards such as “Best Place to Work” and even participate in the community making local non-profits a priority in their volunteer work and philanthropic giving.  While the priorities of your organization are not set to establish a place in the media, at the end of the day, news coverage and a spotlight in local publications is worthy of your attention.  Let’s face it, everyone notices when their competition is given center stage and credit for things that your organization is doing as well. 

If you have media envy and feel that the press never seems to pick up on the great work and achievements of your staff and organization, it is likely your own doing.  Working with the media to establish rapport takes time, but you have to start somewhere.  You may be best served by remembering this simple tip: the press cannot report on or cover your great work, achievements and good deeds if you never invite them to take an interest in you.  In fact, most media outlets and the many reporters I have interacted with throughout my career appreciate it when you tell them about the newsworthy events of your organization.  Pitching a story is not in everyone’s comfort zone, but without a pitch, press release or even an email to a news editor, you will never get press attention and the spotlight you may well deserve.   

So how do you begin?  You need two things at a minimum. One is a list of media contacts. This is typically easy as most media outlets have a place on their website to pitch stories to the news editors.  You need multiple media contacts because it is not always the case that your story will be picked up if you only invite one media source to cover it. By sending your story to multiple media outlets, you may get one to take an interest. The second thing you need to do is know your pitch (the story you say is important and should be shared through press coverage).  A well written document with your message (usually a press release) is the best starting place.  Writing forces you to be disciplined about what it is you really believe is both newsworthy and important to your core message.  When you send your press release to media sources, the hope is that you will get a call.  If you have taken the time to establish a written document with your core message, you will be prepared to respond when the desired call comes your way. 

Another strategy for garnering media attention is to host a press conference for truly ground-breaking or unique news that impacts the organization, the clients you serve and/or the greater community.  Press conferences allow the media a defined date, time and place to get the story and have access to your spokesperson for follow up questions and interviews.  It also provides a visual backdrop for the story, if done well.

Many organizations are so busy with their core business that they never give positive public relations the time it deserves.  Your organization can generate positive PR, but not without some effort in partnering with the media.  So, stop feeling media envy. Invite the press to tout your success, innovation, community commitment, and expertise.  Inviting reporters into your world is the surest way to get members of the media to share your good news.