When nonprofits think about media relations, it is often because they have something they want to publicize.
An event is coming up. A fundraising campaign is launching. Giving Tuesday is approaching. The organization has an important announcement and suddenly someone says, “We should contact the newspaper.”
There is nothing wrong with pitching a timely story. But your chances of receiving meaningful coverage can improve when your first interaction with a reporter isn’t simply asking for something.
That is one reason September can be a particularly good time to begin cultivating relationships with local media.
Identify the reporters, editors, producers and community journalists who cover issues connected to your mission. Depending on your organization, that might include reporters covering health, education, homelessness, religion, local government, human services, arts, animals or general community news.
Then introduce yourself. You don’t necessarily need a press release. A short, personal email explaining who you are and what your organization does can be much more useful.
Better yet, invite the reporter to visit. Offer a brief, informal tour with no expectation of immediate coverage. Introduce them to the people behind the mission. Show them your programs. Explain the issues you encounter every day and some of the changes you are seeing in your community.
You’re helping a journalist understand an area they may be asked to cover later.
Think Like a Reporter
While you’re having these conversations, don’t focus exclusively on your organization’s needs. Think about the kinds of stories a reporter needs.
What trends are you seeing? Are needs increasing? Are demographics changing? Is there an interesting local angle to a larger national issue? Do you have knowledgeable staff members who could serve as sources when a related story breaks?
And, importantly, do you have compelling human stories that illustrate those issues?
You don’t need to pitch every idea immediately. The goal is to establish your organization as a credible, accessible resource.
Begin making introductions now. Follow the reporters who cover your community. Learn what interests them. Invite them to visit. Share a good story when you have one, even when there isn’t an immediate fundraising objective attached to it.
Media relationships, like donor relationships, are built over time. When you eventually have an important story to tell, it is much better to contact someone who already understands your mission than to introduce yourself for the first time with the words, “Would you please cover our event?”
