While the internet is a great way to promote your organization and get your message out there, traditional media outlets are still the main information source for web content. No matter your target audience – “old timers” who like tangible newspapers in their hands or their favourite radio hosts telling them what’s new, or “youngin’s” who crawl through online news aggregators like GoogleNews and listen to podcasts – newsrooms are still your friend.

Many non-profits have poor strategies when it comes to approaching media outlets. So excited about their cause or event, they forget to think from a reporter’s point of view and provide the right information in the right format that is guaranteed to get the right kind of attention. Here are a few tips:

1. Know your media! Follow your local media and get to know who covers what. Instead of sending your press release to a general editor, send it directly to the sports or health reporter who you know might be interested in your story from what he or she has previously covered.

2. Find your news hook! By following the media you know what’s happening and if what’s happening is related in some way or can be linked to your organization, jump on it! The media have an audience in mind, and their audience’s interests, as well as anything new or noteworthy, is what the media wants to cover. Don’t forget to ask your volunteers and frontline people for ideas!

3. Make the reporter’s life easy. Reporters love information, especially information they can find at their fingertips. Have the history of your organization, mission, goals, profiles of staff etc. all readily available on your website. Downloadable reports are always a plus too.

4. Be available. Reporters work on deadlines and often lesser known people and organizations are harder to contact than the big shots. But don’t only be available, be present! Develop relationships with editors and reporters. The first pitch is tough, the second is easier.

5. Be grateful. Unless there has been a huge error, don’t sweat the small stuff. Thank the reporter with a short hand written note or email. Do NOT nitpick!

CREDITS: Blog content from our own experience and About.com.

Tags: Marketing & Communications, Tips