As a nonprofit, you’ve got a great story to tell.
Whether you’re rescuing puppies, providing free legal advice to underserved populations, or otherwise saving the world, telling that story is a great way to get your message to the masses.
In this article, I'll discuss various ways you can tell your story and how to get the media’s attention.
In public relations, we often refer to the so-called PESO model, which outlines the kinds of media you can leverage to share your story.
PAID:
This is advertising, such as social media, print, or broadcast ads, but it also can be e-mail marketing campaigns.
EARNED:
When a media outlet covers your story, this is referred to as “earned media.”
SHARED:
Social media, including social networking, community partnerships, distribution and promotion.
OWNED:
Did you write a blog and post to the nonprofit’s website or record a TikTok video/Insta reel that posted to your page? That’s called “owned media” because you created it.
While paid, shared, and owned media gives your nonprofit control over the message, it may not hold the same weight as earned media when it comes to public trust.
Earned media is, as the name suggests, earned and never guaranteed. It’s coverage you gain without direct payment, such as when a news outlet covers your story. It’s often more credible since it’s an independent endorsement, though, as I’ll explain in this article, it requires effort to secure.
For nonprofits, earned media can be especially valuable, as it signals that others find your mission worthwhile.
I’ll share the best ways to earn that coverage and what you should do once you’ve attracted the media.
Pitch Perfect
You’ve got a great event coming up, raised a bunch of money, or you’ve saved the world. Good for you! You want to scream this good news from the mountaintops and gain the media’s attention. But how?
It’s all about the pitch.
A good pitch must be concise, compelling, timely, and relevant.
Remember, reporters are inundated by story pitches, so you’ve got to stand out in the crowd. Here are some key points to remember:
Focus on the impact: Highlight how your nonprofit’s work is making a difference. Share real stories and specific outcomes; readers will connect with those personal narratives. If you can offer up a happy client or beneficiary, that’s even better. Reporters love interviewing real people benefiting from your great work.
Be Timely: “News” by its very nature must be “new,” so tie your story to something going on right now.
Tailor to the outlet: Avoid “spraying and praying” to every media outlet in the tri-state area. Focus on specific outlets and craft your message accordingly. For example, some small local papers might not have the staff to assign a reporter to cover your story, but if you send them a press release with photos, they might run them. If you’re pitching a local TV station, think visually and share pictures or videos that help tell the story. Also, be prepared to have someone available to speak on camera and to give the reporter/photographer something visual to report upon.
News Wire Releases Don’t Equal Coverage: Long gone are the days of reporters looking for stories on the news wires. If you want to get their attention, you must go directly to them.
Here’s an example of how I’d approach pitching a hypothetical story.
Let’s say you just held your largest fundraiser of the year and raised $1.1 million to help girls and women in need.
The world should hear about that!
Your pitch e-mail could look something like this:
Subject Line:
$1.1 Million Raised to Help Southwest Florida Women’s Causes
E-mail:
“Young girls and women facing extreme poverty across Southwest Florida will soon have access to healthcare, education, and housing, thanks to the generous support of donors to the SW FL Forward Fund.
This week, the SW Florida Women’s Foundation raised more than $1.1 million at its annual fundraiser....”
Time Is of The Essence
Let’s say you’ve pitched the story, and a reporter got back to you. By the time they’ve responded, the clock has started, and they are already under the gun to meet the deadline.
That’s why it’s essential that you respond quickly and be a resource for the journalist.
Be available: make yourself or a designated spokesperson available for interviews and follow-ups.
Provide background material: Send pictures, graphics, data, and other details that can help the reporter tell their story.
Meet Deadlines: If you bend over backwards to help reporters meet their deadlines, that builds trust and makes it more likely they’ll work with you again!
Effective PR can amplify your nonprofit’s mission, helping you connect with a wider audience and more potential supporters. By mastering these PR essentials, your organization can make an even greater impact.
Here's a link to a recent webinar I hosted on this very topic!