Cultivating the Media

I had an interesting conversion recently with an owner of a new radio station here in Knoxville. She told me something that, frankly, shocked me to the core. She said she pays more attention to press releases that are faxed to her with a nice introductory note.

Wow. I don’t think I have faxed a press release in years. But I understand her reasoning. News directors, reporters and editors receive hundreds of press releases by e-mail each day. A majority of those are poorly written and, let’s be honest, not really interesting or newsworthy.

So, here are a few tips to getting the most from the media for your organization.

1. Know what the media can do for you and what it cannot.
Newspapers, radio stations, television news programs and blogs are great vehicles for showcasing your mission, needs, services and successes. Educating the public on what you are doing and how they can help is an invaluable way to bring attention to your cause. The downside is you can’t control what is written and when (or if) it is published. Know that a good journalist will get a response from the other side, and you may not like what is said.

2. Media outlets are not nonprofit organizations. They are businesses.
Each second of air time and every inch of print space means money for these news outlets. Yes, they want to promote your mission and event, but they have to make a profit.

3. Treat reporters and editors as you would major donors and funders.
Learn about the media outlet. Be respectful of their time. Find the correct person to send your release. At television news stations, it would be the assignment editor. At radio stations, it would be the news director. At newspapers, make sure to send the info to the correct department- it could be the Local, Lifestyles, Entertainment or Business editor.

4. You think you’re busy, try being a journalist.
Almost all newsroom have faced extensive cutbacks and staff reductions- fewer reporters covering more ground with less resources. Those who can provide high-quality photographs, B-roll, sound bites, access to experts and well-written releases are more of an asset to an overworked and underpaid reporter.

5. Know the difference between a public service announcement, advertising and news.
Public services announcements generally aim to raise awareness or change behaviors about a certain issue. PSAs are donated media time. Advertisements are paid media time and are more controllable. Typically, advertisements are used to promote an event or product. News is just that, something that has already happened or is currently happening that the audience needs to know about.

6. Want a guarantee you will be in the news, then buy advertising.
If you must have a quarter-page spot with sponsor mentions in the local section of the newspaper on the Sunday before your event, then buy the advertising space. It is the only way to control what will be printed and/or aired. Most news articles will not mention sponsors, so be careful when promising sponsorship benefits.

Getting media attention isn’t as simple as sending out a mass press release to hundreds of reporters. You wouldn’t blindly send a direct mail appeal that way and expect success, would you? Take the time to cultivate media sources and you’ll see the results pay off with stronger relationships and great media coverage.