TELL ME A STORY How to Get Media To Write About Your Nonprofit

Judy Crawford, President Crawford Communicates

What’s the story?

  Timing is everything   Get outside your organization   Find a unique angle   Relate to your audience   Use a memorable character or group   Grab attention with the lead   Raise visibility with high-profile

spokesperson(s)

Generate ideas

  Start a file of favorite stories, columns, blogs, video, podcasts, etc. featuring nonprofits

  Ask questions within your organization to identify stories with a news or human interest “hook”

  Think of story ideas to piggyback on timely events already being covered

  Brainstorm, brainstorm, brainstorm with co-workers, family and friends

Success stories

  Stephen Colbert challenges Jimmy Fallon to raise $26,000 for DonorsChoose.org

  Harlem’s ‘Gospel for Teens’ grabs 60 Minutes spotlight

  Channel 3 finds prom magic in ‘The Cinderella Affair’ for Tempe girls

  ‘A Guy Like Jerry’ captures hearts in Laurie Roberts column

  Newspapers statewide follow Mongolian scientists on Arizona tour

Media nightmares

  60 Minutes exposes half-truths of Three Cups of Tea author and philanthropist Greg Mortenson

  National columnist reveals that Candie’s Foundation pays spokesperson Bristol Palin eight times what it donates to teen pregnancy charities

  The New York Times reports that Madonna ousts board of her Raising Malawi charity due to mismanagement

Crisis communications 101

  Anticipate negative media coverage   Prepare a written statement immediately   Alert your director and board members   Respond to ALL media requests   Don’t avoid the media – they will find you   Develop talking points for your spokesperson   Refer the media to authorities when

appropriate   NEVER lie to a reporter!

The News Release

  FOR IMMEDIATE RELEASE   Contact information and Website URL   Headline (sometimes with subhead)   Dateline (location and date)   Body of release   “Boilerplate” information about organization   ###   How to access images and/or video (B-roll)

The 5 W’s (and an H)

  Put the who, what, when, where, why and how in your lead paragraph

  Use the “inverted pyramid” writing style   Study well-written articles and mimic their

style:  Associated Press & Reuters for news items  Feature stories/columnists for human-interest

stories   Refer to the AP Stylebook for guidance

‘Inverted Pyramid’ style

Get their attention

  Start with short greeting that offers to arrange interviews and includes Website link

  Write a strong, captivating lead   Embellish the story with images, charts, video

(B-roll)   Add a short, bulleted fact sheet   Avoid e-blasts, address individually   Consider paid wire distribution when a major

story

Build relationships with media

  Get to know the media most likely to cover you

  Learn the names of reporters who cover beats most significant to you

  Read/watch/listen to their stories   Arrange a short meeting to introduce yourself   Find ways to meet again (with your director)   Send your publications, invitations and other

items of interest to reporters

Build relationships with media

  Follow personnel changes at media outlets   Develop a “virtual” media kit on your Website   Capitalize on breaking news to promote your

organization   Make yourself available to media 24/7   Thank a reporter for his/her coverage (never

nitpick over minor inaccuracies)

Pitch perfect – do’s

  Start with an e-mail and personal greeting   Keep your pitch tight and focused on how the

story might interest this particular reporter   Make your first sentence count   Limit your pitch to 3-4 sentences   Offer to arrange an interview with a key source   Get OK from source and find out his/her

availability in advance

Pitch perfect – do’s

  Include cell number to “reach me anytime”   Close by saying you will follow up by phone   Know the facts of the story – be ready!   Be confident you are providing news the

media outlet will want   Wait a couple of days and follow up by phone   Refer to your e-mail as an opener

Pitch perfect – don’ts

  Call when a reporter is on deadline   Simply ask if he/she received your e-mail   Say the reporter will “miss out” by not covering

your event   Act like the journalist “owes you” for any

reason   Treat the journalist like a buddy – be

professional!

Pitch perfect – don’ts

  Pitch several reporters at the same media outlet about the same story

  If your first choice isn’t interested, ask who else you might call

  Make a weak pitch because your director or board member has asked you to

Thank you!

Tell Me a Story