Media provides opportunities for non-profit organizations to publicize themselves without having to spend any money. These opportunities are increasing as newspapers and other media staffs shrink and editors increasingly rely on outside sources. Organizations need to hone their public relations strategy to ensure the message they are sending out in their press releases is the one they want people to hear.
Just the facts
Readers want to know the basics. Their time is limited and they often read for facts, not fun. Like the journalists’ creed, give them the basic who, what, when, where and why. If an organization is publicizing an event, include when and where the event is, who is sponsoring it and what will happen at it. If an organization has a service to promote, the organization should explain why that service is important.
Attention to detail
It helps to provide statistics and any other information that can promote an organization effectively. If a group provides housing to the homeless, the group should provide information on how many people it helped. Spokes people should think of any detail that can add another layer to the story.
Add the people
It is a smart move to give the media a full package. A spokesperson can quote a staff member and someone that an organization has served. What they say should be included in the press release. There is a good chance that, if written well, a reporter or editor will find a way to include the quotes when the press release is printed.
Target your message
Often key events or community issues may make an organization’s message even more timely. An organization's spokespeople should advantage of these and send off a press release at the appropriate time. For instance, if a non-profit organization is offering assistance to the poor and the organization's officials know that unemployment is expected to increase again, they should take this opportunity to publicize the organization and what it has to offer.
Make the media your friends
It helps to know reporters and other members of the media who cover an organization. Spokespeople should talk to them on a regular basis. They should not be afraid to share story ideas or ask them if they can think of any way they can fit an organization and its mission into an upcoming story.
Edit your copy
A spokesperson should always through press release for spelling and grammatical errors. Triple check spellings of any names. A reporter who later finds out a name was spelled wrong will not take kindly to being given incorrect information. Meanwhile there’s less chance that a poorly written press release will make it into print without having most of it left out.
Include photos
Submitted photos should people in action, not posing for the camera. Photographers should limit the number of people in a photo so as to not clutter it. A spokesperson needs to contact the media organization to see what size and resolution of photo they require in order to use it both online and in print.
As advertising and public relations budgets shrink, newspapers and other media can continue to be a cost-effective way to get a message heard. If an organization stays on target with how it distributes its message, that message will be.
Kurt Moore - Kurt D. Moore is a professional journalist who currently covers education for The Marion Star/MarionStar.com in central Ohio. He has 14 ...
Join the Conversation