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Wednesday, January 4, 2012
Two Steps Toward Better Publicity
By Craig Maier, Consultant, Dewey & Kaye
Nonprofits sometimes struggle to get their name in the news. Scandals, crimes and natural disasters always seem to make the front page, while positive stories showcasing the real good nonprofits deliver barely get a mention, if at all. The news media can seem mysterious–and frustrating.
Good publicity isn't mysterious, but it does require an investment of time and energy. Think of publicity as a two-step process of building positive relationships with news professionals and identifying opportunities for strong stories about your organization.
Building positive relationships is a big first step toward great coverage. Begin by following the media-print, broadcast and online–and looking for the journalists who cover stories that reflect your organization's issues and concerns. Collect their contact information and look for ways to get in touch. (A public relations practitioner or Board member with media experience can help you get started.)
An effective media relationship is a two-way street. As you let journalists know about your organization and why you matter, take time to listen. And always keep the conversation constructive–even if you have a problem with a story.
Through these conversations, you can begin to take a second step: Learning how to identify newsworthy opportunities and position your stories well.
Each day, journalists have the daunting task of cramming thousands of press releases and story ideas into a few dozen pages of newsprint or a 30-minute broadcast. While many stories are negative, negativity actually plays only a small part in whether a story gets coverage. Instead, newsworthy stories have one–and preferably more–of the following elements:
- Impact. They affect many people or significant institutions: “The plant brings 1,000 new jobs.”
- Proximity. They take place locally or have a local connection: “The Washington County teen received a full scholarship to Harvard.”
- Conflict. They reflect a dispute: “The school board’s decision has some residents angry tonight.”
- Current Issues. They reflect a topic in the public conversation: “The South Side nonprofit is making strides to prepare youth for the green economy.”
- Uniqueness. They tell an unexpected, man-bites-dog story: “Jane Smith was flabbergasted when a local youth found the engagement ring she lost 40 years ago.”
- Usefulness. They provide news the audience can use: “Here are five ways to increase your child’s SAT scores.”
- Human Interest. They are cute, funny or inspiring: “And here are the first pictures of the new panda cubs at the zoo!”
- Celebrity. They involve a celebrity who promises an interesting story: “Tom Brokaw will give tomorrow’s keynote.”
- Strong Visuals. They promise colorful, dramatic visuals that play well on television or the front page of the newspaper. Examples: fires, festivals or the city skyline at sunset.
Take a moment to look at the front page of the newspaper or watch a nightly news broadcast, and you can see newsworthiness at work. (To learn more, see here and here.)
Understanding newsworthiness can help you position your story so that it stands out from the rest. Nonprofits interested in promoting their fundraisers can forget that every nonprofit has a fundraiser. As you put the event together, ask: What makes your event unique? What impact does your organization have? Are you doing something unexpected? Will a celebrity show up?
If you can answer "yes," your chances for good coverage are better.
Of course, the best efforts are no guarantee. If the President comes to town, even a great story can get lost. But being proactive keeps your nonprofit in the mix.
Craig Maier's work at Dewey & Kaye focuses on business development and nonprofit corporate communication. He can be reached at 412-434-1335 or craig.maier@deweykaye.com. Connect with him on LinkedIn at http://www.linkedin.com/in/craigmaier.
Dewey & Kaye