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| Media Outreach Tips for Your
Organization |
| By Erin
Fossum, MAVA Intern, Spring 2005 |
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A quality media outreach system is a key component of a
successful organization. By releasing information to the
public pertaining to your organization, you could attract
potential volunteers, clients, and donors. Sending news
releases to various media outlets generates free advertisement
for your organization. This can be very useful for nonprofit
organizations that do not have large advertising budgets.
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In order to begin a successful media outreach
program, an extensive and thorough media list must be created.
This list should include contact information such as name,
postal address, phone number, fax number, email address and
website (if applicable) for each media organization on the
list. Such organizations may include:
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Local newspapers or community newsletters
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Statewide or major Metropolitan newspapers
(i.e. Pioneer Press and Star Tribune)
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College or University newspapers throughout
the state
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Local or statewide TV stations
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Local or statewide radio stations
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Journals or trade publications related
to your organization's focus
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Other non-media related people or organizations
you may wish to send such information to may include:
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- Professional associations or civic groups
- City, county, state, and federal officials
- Nonprofit support centers
- Organizations that maintain events calendars (i.e. Chamber
of Commerce)
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Also before sending out a news release it
is important to make sure that your organization is ready
and able to answer any questions the press may have. It is
wise to delegate one or two people to deal with the media
and answer any questions. This ensures that information is
consistent. Inform all receptionists, volunteers, staff members,
or anyone else that may answer the phones about what to do
and who to contact when a member of the media calls your organization.
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| Once you have gotten
started, try to keep in touch with the media. This will create
awareness among the media industry about your organization.
Perhaps they will, in turn, refer to you when writing a story
that pertains to your organization's mission or focus. As is
stated above, media coverage of your organization is free publicity,
which can help your organization greatly. Some topics of news
releases may include: |
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Anniversaries: It is worth recognizing
an organization that has provided years of service to
the community and such information should be brought to
the public's attention.
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Special Events: Anytime your organization
sponsors or hosts an event, it should be considered news
worthy.
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Introduction of new programs or services:
If your organization launches a new program or provides
a new service for community members the media can be an
excellent mode of publicity. Alert community members whenever
new services are being provided to them.
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New contact information: Anytime your
organization changes its contact information, a news release
should be sent. Whether it is a new website or a new office
location the media should be notified.
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Awards: If your organization wins an
award the media must be alerted. It is very important
for both the media and the general public to know this
information.
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Success stories of those helped by
your organization: This represents to the media and the
general public that your organization is a success and
that it does help people. It helps to illustrate the significance
of your organization, which is one thing nonprofits continuously
try to overcome.
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Do not be discouraged, however, if some, or even the majority,
of your news releases do not result in the printing of stories
or articles about your organization. It can still be a benefit
to the organization to send this type of information out,
as was discussed above.
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On the other hand, you should not send
out too many releases to the media and only inform those media
outlets that can use the information you are sending. Do not
overload them with frequent or unnecessary information about
your organization. This could weaken your relationship with
the media, which will also weaken your outreach efforts. For
example, The Chamber of Commerce will not include information
about an award that your organization has received on their
events calendar so it is unnecessary to send them such information.
Be selective when sending information about your company.
Identify which media outlets could use the information you
intend to send out beforehand and only send the information
to those people or places.
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As your organization continues to send
news releases to the media, keep an eye out for articles or
stories that have been written about your organization. Keeping
track of the number of "hits" your organization
has received allows you to evaluate your outreach program.
In addition to keeping track of media hits, your organization
should make it a habit to ask each person that calls, emails,
or stops by your nonprofit how they heard about you. By determining
which efforts are drawing attention to your organization,
you will be able to identify which outreach methods are of
the most benefit to your organization.
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Resources
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Cravens, Jayne. (2000, November). Basic
Press Outreach for Not-for-Profit and Public Sector Organizations.
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