Making the news
If your volunteer program does not already have a publicity plan, its time to change that. Getting coverage from local newspapers and even radio and television is easier than you think, and the publicity you receive will be practically free (your one major cost is time spent).
Nonprofit organizations have more newsworthy events than they realize. Usually, volunteer events will meet five of the six criteria that the media uses to determine news value, and that's all it takes to get your name out there.
- Impact: Does it make a difference in the lives of readers?
- Timeliness: Is it current or new?
- Proximity: Is it local?
- Prominence: Does it include VIPs?
- Human Interest: Is it touching, stirring, or otherwise interesting?
- For television, is it Visually Appealing? (This will often carry more weight than other factors in determining coverage.)
Special events and fundraisers held by nonprofits are newsworthy, particularly when they are concurrent with a larger event (Is your organization doing something special for Mother's Day? Are you helping encourage voter registration? Send a press release about it!) Other occasions for press coverage include your program's expansion, a sizable contribution, or end of the year results. (Did members of your community provide over 10,000 hours last year to help educate underprivileged children? Your media wants to hear about it.)
Start a media contact list (other nonprofits might be willing to share theirs with you). Be as specific as possible; don't list the television station's or newspaper's name when you can list the community programming person or the "Friends & Neighbors" reporter. Include not only names and addresses, but also the subjects covered and lead time needed, if known. It pays to send information on a timely basis, particularly to television and radio stations, which do programming weeks in advance. Unless it's spectacular, information sent out at the last minute won't make the news.
- 4 weeks before: Start placing PSAs (public service announcements, or brief informative soundbites) at radio and television stations.
- 3 weeks before: Send the newspaper a press release announcing the event.
- 2 weeks before: Try getting a feature story about the event or people. Remember not to badger the reporters.
- Variable (depending on publication schedules): Send press releases to weekly and community newspapers.
Don't be discouraged if you don't get coverage right away, or if your beautiful 2-page press release ends up as two sentences in the lower corner of the community page. It takes time to foster a relationship with the media, but the more familiar with your work they become, and the more familiar you become with who does what and when, the easier it will be to get press. However, do not make the mistake of sending TOO much information. Some businesses send weekly, and even daily, press releases. Ninety-nine percent of these end up in the trashcan. The media is in the news business, not in the publicity business, and they will not respond well if they sense that all you are trying to do is get your organization's name in the paper any way possible.
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