It’s human nature to gravitate toward what is known — even if the extent of that is just a recognizable name. Name recognition, all by itself, has a lot of pull because it carries with it the meaning an individual assigns it. As a leader, you want to make sure what’s assigned to your organization’s name is positive and accurate. But, without a dedicated communications/public relations person, much less of team of them, how does a nonprofit’s name and message get out there? Joan Garry offers her thoughts on the powers of the press, as well as how to best work with them, in her article, “How to Get Great Press Coverage For Your Nonprofit.”

So as to understand the people behind the press, Garry offers different aspects about journalists to consider before approaching them:

Don’t sit back and wait. The life of a journalist is multi-faceted, fast-paced and busy. So, if you want your story in front of the one covering the beat under which your organization and its work falls, take it upon yourself to reach out. Contact the reporter instead of waiting to be contacted, and be ready to give the meat of your story concisely but thoroughly.

Make your news relevant to the reporter. Be respectful of the reporter’s position keeping in mind he or she is going to choose whether or not to pursue your story. Make sure you look at what you’re offering from their professional perspective, not just from the value you have placed on your organization or topic. Garry suggests utilizing a communications/research intern to not only find the right reporting contacts but to also track and advise what trends exist in the coverage to see how your organization’s dealings might just fit in.

Make yourself relevant to the reporter. When covering a story, journalists have their go-to sources and will continue to utilize them unless you make yourself available and useful. So, don’t just contact your beat reporter when you want something from him or her. Build your relationship as well as your worth as a contact by educating your reporter about your area of expertise. This is best done on the off-times when you are not hoping to have a story covered or are otherwise desiring exposure. Reaching out when there is nothing on your immediate radar not only fosters the reporter’s education, but it also shows you are sincere in developing a solid, working relationship. This also has great potential to make you one of the reporter’s go-to sources which can also give your organization exposure within other sector stories.

While the interpersonal relationship with a nonprofit beat reporter is of high value, it is not the only way to gain media exposure:

Understand and maximize social media. Garry points to social media discussing that it needs to be clearly defined as a valuable avenue for exposure. Everyone in your organization – you, your employees, your board members – should learn to maximize the use of social media as a proactive, publication tool.

Network without an immediate agenda. With regard to fostering relations with and continuing to educate your journalistic contacts, Garry recommends hosting a gathering, notably a breakfast vs. a press conference, where discussion can take place about current or projected trends in your field. Take it upon yourself to invite your journalist contacts as well as other experts in your organization or field to share their perspectives and help keep everyone current on the happenings within your sector.

Roll up your sleeves, and take charge of the message now and then. You may very well get exposure from a particular event, but, remember the coverage is going to be what the journalist considers the most important message. Should that coverage miss the mark you wanted, Garry directs you to take charge. From a written story to a slide show, publish your own content on your website, blogs and other social media outlets.

Publicity is huge for any company. Everyone knows it, and everyone wants it. The more that’s understood of your organization, the more attractive it is for funding, volunteers and the best employees. Getting needed and desired publicity can feel like an overwhelming endeavor to any company with a small staff and even smaller budget. Utilizing even just one of the strategies above is sure to get the ball rolling for the kind of exposure from which your organization can benefit.

Garry, Joan. “How to Get Great Press Coverage For Your Nonprofit.” Joan Garry Consulting. Abastract Edge Web Solutions, LLC. 2015. Web. (3 Feb. 2016)

Nancy Stoker is a Senior Client Services Representative and Research Associate with ExecSearches.com. ExecSearches provides various recruitment and executive search services for nonprofits including its nonprofit job board.

Last updated on February 12th, 2016 at 02:43 pm