Tips for Effective Communication with Media (print, radio, tv)

Action Summary - Working with the Media

Public relations is the "management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its successes or failure depends," according to Effective Public Relations by Scott Cutlip, Allen Center, and Glen Broom (this book is available used online from both amazon.com and ebay.com (ISBN #0135412110).

When nonprofit organizations list the publics they serve, the media are not the first to come to mind, yet they remain an important public. The media have the ability to inform other publics about your organization, its activities, and the nonprofit world in general.

In order to maintain a positive, mutually beneficial relationship with the media, here are a few tips on contacting the media and handling media calls from Mimi Bliss, Adjunct Consultant for Nashville-based Center for Nonprofit Management:

Media Contact Tips

• Avoid calling at deadline time - mornings are usually best
• Assignment editor is the contact for TV, unless you know a reporter or a reporter covers your "beat".
• A "beat" reporter is usually the best contact at daily newspapers, while the editor is the best person to contact at weeklies.
• Many reporters and editors prefer e-mail. Try to determine their preferences.
• Most media organizations have websites which include contact information for reporters.
• A good question to ask reporters is "what kind of stories are you looking for?"
• Read, watch or listen to the news to learn more about the types of stories that local media outlets are covering. You'll have a better idea of which stories to "pitch" to the media if you're familiar with what they do.
• Build relationships with reporters, especially reporters who cover your "beat" (i.e. healthcare or a local neighborhood)

Public relations can be the most cost-effective marketing tool a nonprofit organization can use, so don't miss out!

Republished from NPNews, August 26, 2004, Center for Nonprofit Management, Nashville, TN