So far in our series on nonprofit communications, we’ve learned about executive communications from Jim Dinegar, crisis communications from Laura Meyers, and advocacy from Ilir Zherka. Last but not least, Debbi Jarvis (whom you may remember from NBC4) spoke about media relations.
Jarvis has been the VP of Corporate Citizenship and Responsibility at Pepco for years. Combined with her experience as an anchor for NBC4, Jarvis understands media communications from both sides and shared that knowledge with the crowd.
The first and most important thing that every nonprofit communications director must have is an up-to-date media list. How are you going to spread your message to the public if you’re working off an old list? If your contacts are no longer at the media outlet you’re reaching out to, what’s the point? As for getting that list, pay attention to the media. Who is on the radio, who is doing the stand-up interviews? Even if you can’t find the name of every reporter in the area, you should at least get to know the assignment editors. Letting them know that you have a big event coming up could get a reporter heading to your location to cover it.
Second, pick up the phone and call people (unless they specifically say not to). Everyone today relies so much on email, people forget the impact a simple phone call can have. So don’t be afraid of the telephone. If you have big news to share, pick up the phone, call your contacts, and share it!
Third, remember that nonprofits are a business – so don’t be afraid of bought media. It doesn’t matter so much how you reach people, so long as you do reach them. Advertising has its place in nonprofit communications, just like organic news coverage does. Besides, good advertising can help you share your story in the most attractive and effective way possible.
Finally, remember that the media is all about storytelling – so tell your story! Don’t just send out bland press releases, make your story into something that will affect people, and get them interested. If people are tuning in to hear your story, your story will keep getting told!
That wraps up our series on nonprofit communications! Be sure to watch our video coverage of CommMission: Leveraging Communication, and if your nonprofit needs help communicating your message, contact us!