Difference between revisions of "Getting Media Coverage for Your NGO"
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You also need to understand the news cycle. Do not call and pitch a story to a newspaper reporter at 4 o'clock in the afternoon. It sounds kind of obvious, but I can not tell you how often that happens. Do not call a news producer thirty minutes before the news goes on the air. It will just hurt your credibility as a news source for them in the future. | You also need to understand the news cycle. Do not call and pitch a story to a newspaper reporter at 4 o'clock in the afternoon. It sounds kind of obvious, but I can not tell you how often that happens. Do not call a news producer thirty minutes before the news goes on the air. It will just hurt your credibility as a news source for them in the future. | ||
| − | What if you have a big press release, or a press conference that you have scheduled, you have thought a lot about it, you have set this date to have it happen, but there is a major news event that happens: an earthquake, a major political scandal, or, God forbid, another September 11? | + | What if you have a big press release, or a press conference that you have scheduled, you have thought a lot about it, you have set this date to have it happen, but there is a major news event that happens: an earthquake, a hurricane, a major political scandal, or, God forbid, another September 11? Reschedule, because your news will get buried. |
| − | Do not limit yourself to just approaching the media with your information. On your press release list, make sure you include think tanks, elected officials, diplomats, other leaders in your industry, agencies, commissions, oversight committees, anyone who can help you leverage your message. | + | Do not limit yourself to just approaching the media with your information. On your press release list, make sure you include think tanks, elected officials, diplomats, other leaders in your industry, agencies, commissions, oversight committees, anyone who can help you leverage your message. A reporter may write about a study from an NGO from another source who saw a study by the NGO. So do not limit yourself to the media when making contacts. |
| − | Another thing to think about that, if you see that the someone, such as an ambassador, is talking about something that you do, or which is related to your organization or industry, send out a quick broadcast advisory reminding them that you have had a study done on this issue, and they can go to the website or wherever to research it. Just a quick note to the media. | + | Another thing to think about that, if you see that the someone, such as an ambassador, is talking about something that you do, or which is related to your organization or industry, send out a quick broadcast advisory reminding them that you have had a study done on this issue, and they can go to the website or wherever to research it. Just a quick note to the media. |
==Getting the media's attention== | ==Getting the media's attention== | ||
Revision as of 13:56, 8 September 2008
Gaining media coverage for any organization is important. If all the work that you are doing to make the world a better place is more widely known, then your organization assumedly will be able to accomplish more. Media not only gives your efforts exposure, but it also gives it credibility. By having a third party, the media, tell your story it adds credibility to what you are trying to do. And having a good media relations strategy is increasingly important in today's climate as getting media coverage is becoming increasingly competitive.
This article addresses how NGO leaders can set up their own media relations campaign, or, if they have already got one in progress, provide some advice and insight on how to have a better media relations campaign.
This article addresses two main categories of the media: paid media and earned media. Paid media is your TV advertising, your newspaper advertising, and radio commercials. It is buying time and space to get your message out. Earned media is press coverage that is earned, not bought. Earned media is the media covering your story because of your newsworthiness or your compelling message. You have earned a place in the information marketplace because someone else thought it was important to tell your story.
