­­­How to Attract and Create Positive Media Coverage about your organization

Just as you cultivate donors and supporters, remember to do the same with members of the press. While you might think “more is better” generic news releases are not the best reflection of your mission. Here are five steps to attract and create positive media coverage for your organization:

1. Getting the contacts right - build your database of press contacts. Make sure you have full contact info. Don’t assume masthead info is correct. Call each publication to verify. Once you have your list, start a dialogue with each one. Find out how familiar they are with your organization, what their specific interests are, the best way to communicate information to them, and when the best time to send info would be.

Sometimes, in the instance of radio and television, you will need to start a relationship with the assignment editor. And, with electronic media, your timetable will be substantially shorter, as these mediums prefer “hot news”.

Keep track of where people live as there might be a local focus that will be compelling to the individual.

2. Respecting Needs – nothing is more important to journalists than to know that their stories are being read and appreciated, and that you regard them as professionals. Provide all journalists with a press reference kit that includes background material on your organization, pictures of key officers and staff, and even links to images online. Make sure the photos show people in action, rather than head shots. The most important asset you can have is a thorough knowledge of the assets you would like to send to possible press contacts.

In general, try to avoid press conferences. They are more a convenience for you than the press. If you feel it is necessary, make sure to send out a media alert so everyone knows the pertinent information.

Instead of a press conference, you can develop opportunities for interviews with your internal “experts”, even if it is a teleconference.

3. Focus Your Work – Many journalists feel that organization spend too much time focusing on the features of their company, rather than the benefits to people and communities. Make sure your discussion talk about outcomes and benefits.

4. Think outside the Box – Make sure you take your messages to the national level. Don’t just think major newspapers, but also societies, newsletters, magazines and more. And, with the emergence of social networking, blogs are the place to see and be seen. You can also survey your existing membership to find out what publications they read or subscribe to.

5. Reward your people – News is an event. Make sure there are copies of any published articles displayed throughout your organization, and your correspondence with your members and donors. Make it part of your board packet, mention it in your newsletters and point them on the web. Better yet, see if you can get permission to link to the articles from your site, thereby increasing your traffic and relevancy to search engines.