Media Relations
Because of the increased use of Internet communications by the nonprofit sector, organizations are increasingly able to harness their own media to promote their cause. While the Internet is an excellent communications tool, the mass media is still a powerful and effective way of getting your message to a vast audience.
Building and sustaining relationships with the mass media, whether through advertising or the press, are a key component to any communications strategy. Despite increasing use of the Internet, people still pay attention to advertising and mainstream network news. Working with traditional media means understanding their processes and audiences. The following links offer tools and resources to help your nonprofit build relationships with media organizations to promote your cause and advance your mission.
Publications
"Educating Journalists to Impact Public Policy"
Public Relations Director Karen Jeffreys shares how her organization learned to educate journalists about domestic violence and provides advice on ways other organizations can do the same.
"Why Take Media Seriously?"
Nonprofit Quarterly highlights the role that media can play in the work of nonprofit organizations, suggesting tips for reaching people and crafting messages.
"DC Nonprofits Connect Via Public Access Channel
"Health Justice Café," a 30-minute program featuring discussion about Washington DC's uninsured and hosted by the communications coordinator of a health care nonprofit, is just one example of how DC is using public access to affect local change.
Benton reviews Strategic Communications for Nonprofits: A Step-by-Step Guide to Working with the Media
This book from the folks at the Communications Consortium Media Center offers insights into thinking strategically about working with the media. The authors provide excellent advice on creating a communications plan geared for the mass media and implementing day-to-day activities to support that plan. While lacking the language and practice of newer media, this excellent resource can help your organization better convey your cause through traditional media outlets. This Benton written review summarizes chapter-by-chapter what you'll find in the full publication.
Dealing with the Media - A Practical Guide
From the European Commission/United Nations Population Fund Reproductive Health Initiative, this guide is the first in a two-part series advising nonprofits on the value of working with the media and guiding them through the process of gaining increased media coverage. The second publication, Advanced Dealing with the Media, includes more detailed information on how to conduct interviews, press conferences and presentations.
Now Hear This: The Nine Laws of Successful Advocacy Communications
Funded by a grant from the Packard Foundation, this publication from Fenton Communications advises nonprofit organizations on how to implement a communications campaign. Written with an often amusing tone, the guide offers nine "laws" of an effective campaign along with anecdotal evidence from leading experts in nonprofit communications.
Webreview's Creating an Online Press Room
After analyzing the content of 50 companies, the authors offer their impressions of the best online press rooms. Although geared for businesses, the advice given is applicable to nonprofit organizations building online press kits.
10 Ways to Meet Journalist's Needs Online
The e-zine Contentious offers ten tips on how to make online press information accessible to journalists, including Web publishing and setting up email distribution lists for the news media.
Tools
Going Online: Environmental Media and Public Relations in the Digital Age
Environmental Media Services makes the case that nonprofits should be offering information and news in an online format. Included are directions on establishing relationships with media professionals, working with online journalists and creating online press kits and email "pitches."
Media Training 101
Fenton Communications offers an overview of their Media Training Curriculum, ranging from advice on successful interviewing for both print and broadcast media to how to stand and what to wear when interviewed for television.
SPIN Tutorials
The Strategic Press Information Network Project has published these online tutorials to help nonprofit organizations work with the media successfully. Tutorials include:
MediaChannel.org: Media Access Toolkit
Geared for activists interested in getting their voices heard via the mass media, MediaChannel's Toolkit links to articles, tools, and information on creating video news releases and using radio.
Last updated:
2 October 2001 mff
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