Visibility
Knowledge Center: Communication & Visibility
Knowledge Center: Communication & Visibility
Dealing with the press: tips for small organizations
A newspaper article or a segment on local radio can generate significant publicity for your organization. However, many volunteer organizations wait for the press to find them—and that rarely happens on its own.
A newspaper article or a segment on local radio can generate significant publicity for your organization. However, many volunteer organizations wait for the press to find them—and that rarely happens on its own.
This article shows you how to take the initiative yourself.
What constitutes news?
Journalists look for stories that interest their readers or viewers. These aren't necessarily major events; local media are often specifically looking for human-interest stories from the community.
Something is news if it:
- Is new or unique (an anniversary, a scoop, an unexpected initiative)
- Resonates with people or says something about society
- Ties in with a current topic
- Even a modest activity can be newsworthy if the story is told well.
Write a press release
A press release is a short, factual statement that journalists can use as the basis for an article. Keep it simple:
- Headline: the core of your message in a single sentence
- First paragraph: who, what, where, when, and why—all the essentials
- Body: background, context, and a quote from someone within the organization
- Note to the editor: contact details for further information
Maximum length: one A4 page. Journalists have little time.
Who should you approach?
Find out who covers local news for the newspaper, neighborhood paper, or local broadcaster. A personal email to the right editor works better than a mass email sent to a general address.
Build a small list of contacts at local media outlets. One good relationship is worth more than ten unsolicited emails.
Prepare for an interview
If a journalist calls or visits, be prepared:
- Know your key message—what do you want people to remember? Prepare two or three concrete examples.
- Speak on behalf of the organization; do not talk about other organizations or individuals.
- Avoid saying "no comment"—instead, state what you *can* share.
An interview is not an interrogation. Journalists are looking for a good story, not for mistakes.
What if something goes wrong?
Sometimes the media publishes information that is incorrect or portrays you in an unfavorable light. In such cases, contact the journalist—calmly and factually. Explain what is incorrect and provide the accurate information.
Never react angrily or defensively, including on social media. Doing so almost always makes the situation worse.
Next step
Building good media relations takes time but pays off. Start by issuing a brief press release for your next activity and see what happens.