Chantal Krish: Advocacy and public relations manager, YWCA of Greater Vancouver
Non-profits are always looking for creative and cost-effective ways to increase their organization's profile; however, between running programs, raising money and maintaining operations, it often seems daunting to think about increasing media coverage. But it doesn't have to be. Here are a few ideas to help you get started.
•Talk about your successes. With the work non-profits do, there are countless stories of lives being changed in profound and meaningful ways. Many clients have experienced incredible personal growth, overcome adversity and gained independence. These are the stories that people want to hear about, including the media, and so we must get better at telling them. Start by identifying a few outstanding clients who are no longer vulnerable and willing to share their story.
•Embrace social media. While traditional media is still going strong, there are exciting new ways to tell your organization's story. Use social media to support public awareness campaigns by engaging audiences through incentives. Share your positive stories online and connect with like-minded organizations to increase your reach. Remember to incorporate graphics and videos into your posts and keep your tone personable and positive.
•Market your research. Child poverty, lack of housing and gender inequality are just a few of the issues we focus on at the YWCA, and so we rely on sound research and front-line expertise to substantiate our advocacy efforts. However, research itself isn't always newsworthy. Personalize research through storytelling and use social media to get the word out.
Media want a story that is compelling, factual and has a human-interest component. If you can provide sources and respect deadlines, then you are on the right track.
And, of course, don't be afraid to pick up the phone and pitch your story.
Gary Dobbin: Executive Director, Frog Hollow Neighbourhood House
We in the non-profit world tend to focus on how to sustain and build our resources through writing grant applications to a list of familiar names. The services we provide are often being used at their limits, so we don't have the same need to advertise as the business world.
However, to increase understanding and support for our causes – which ultimately translate into resources – it is important to reach the general public. Here are three strategies to remember when planning how to increase your media coverage.
•Build relationships with media professionals. That way they know you when you're ready to give them a story. Take the time to get the names of some effective journalists and reporters working in a variety of media and then invite them to come and meet you. Your first connection could even be an interesting story. You should have a connection at your local community newspapers, the city papers, a business magazine, the local radio and television stations and influential blogs.
•Be sure to connect with media in multiple languages. Remember that the first language of your clients is probably the best to use to communicate. There are some powerful local newspapers, radio and television stations and blogs in a number of important languages.
•Be clear about your message and what you want to accomplish with it, and then work with one of your clients to tell a real-life story that reflects that message. Journalists are always looking for a person with a story to tell that evokes emotion.
Every time you see the people you serve celebrating something, remember that there is an audience waiting to hear a feel good story.
Paul Sullivan: Partner, BreakThrough Communications
People from non-profit agencies often ask us: "How do we get media coverage for our little agency?" And there's usually a plaintive undertone to the question. There's an implied hopelessness: we're not big enough, media-savvy enough, sensational enough to get on the radar.
The good news is that reporters and editors do not discriminate against sources of news. It doesn't matter who you are or where you're from; if you've got a good story, they're interested.
The trick is to spot the story opportunity when it presents itself, and contrary to common belief, the opportunities are everywhere.
Many non-profits are so focused on their own agenda that they often miss opportunities afforded by the media themselves to get in on the action. While you're flogging your press release, you may be missing a story that's already in the news calling out for your contribution as an expert or your knowledge of the human dimension.
If you start to think a little differently, the news is rich with opportunities every day. For example, just think of all the development stories in Metro Vancouver in the news now, each with a social dimension: shelter, immigrants, schools, daycare and the elderly and disabled – issues that social agencies and other non-profits deal with daily.
These stories have an additional attraction: they're already initiated by the media, so you don't have sell them on a whole new story; you just have to demonstrate how your contribution improves the story for the audience.
Once you see the value of your input, so will the editor or reporter. But you have to let them know. Emails, phone calls, tweets, media advisories and press conferences: they're all ways you can engage the media and let them know why your agency should be part of the story.
Start the ball rolling, and I have a pretty good idea you'll never have to ask That Question again.
