Be a contributor first

You have to realize that the media do not care about your organization any more or less than the next non-profit. In the eyes of the corporation, all non-profits just want something free or they want contributions or they want big, fat sponsorships. Don’t focus on your next fund raiser. Try to distinguish yourself among all of the other groups who come begging for freebies and be a contributor. Remember what the media are in business to do: tell stories.

Give them a story they can’t resist

How can you contribute? Give them a story. Not just a “we’re having a big event for people to come and spend money” story, but a real, true, heart-wrenching or heart lifting story for them to eat up and splash all over the newspaper or TV screen. Does your non-profit provide help with debt relief? If so, find a success story of a client who has been helped and who is willing to be profiled.

Reporters are busy

Do your homework upfront so that you can sell the story to the reporter. Don’t send a press release but have one prepared with all the who/what/where/why/how details answered including contact names (spelled correctly) and phone numbers. If the program you are seeking help with asks people to donate a car to charity, have all the technical details written out that you can email to the reporter.

Not all reporters will treat your story the same

You should be familiar enough with the local newspaper or broadcast news to know which reporters cover your type of story. If there are several to choose from, judge from previous stories they’ve written about how they approach emotional types of stories. You want someone you can count on to do your story justice. Then give that reporter a call. Tell them you know of a really interesting story that you feel you can trust them with. Ask if it’s a good time to talk now or if you should call back. Make working with you easy for the reporter. They will appreciate working with you and will also look forward to the next time you call.

Mind your manners

After a reporter writes a story you’ve pitched, you owe them a phone call. Thank them and tell them you appreciate how they approached your story and that you felt they were fair. Tell them you look forward to working with them again. Be nice. Reporters receive calls every day from angry, rude and mean people. You will stand out as a welcome source just by having a pleasant attitude and using common courtesies. Follow up the call with a written thank you note. Most reporters will save them since they get so few.

Keep reporters in the loop

If something happens at a later date regarding a story they’ve written for you previously, contact the reporter and give them an update. They may choose to write a follow up story.

These ideas won’t necessarily guarantee you get your stories in the paper or on the evening news, but you’ll definitely get farther than most people. Don’t be afraid to call a reporter or editor – they are always looking for new stories and rely on the community to provide those leads.