For Non Profits Only

mcnabbcommunications.com

For "Non Profits" Only

For several years now I have volunteered time with Austin Greenlights for Nonprofits Success, helping various organizations, agencies, and causes to have their voices heard as they compete in the cacophony of the world of the mainstream news. The concepts we talk about are not secret, and they are not "rocket science". So, it makes sense for me to make them available to any and all here.

Jim McNabb at Austin Greenlights for Nonprofits, 2006

Is your nonprofit newsworthy? Probably, but not every day. Maybe we should start with some definitions of "news". When I was teaching, I created this definition: "News can be described as events or developments that interest or affect the greatest number of people in your audience (or area) THAT DAY." What makes news one day may not be news the very next day. Another definition of news could be the answer to the question, "Who cares?" If nobody cares, it may not be news. Even when a story is covered, I have exclaimed many times, "Make me care!" Finally, another was of examining news is the answer to the question, "What are people talking about?" If they're talking about it, they must, therefore, care.

What Should Every News Release Contain?

This may be elementary for some: The five Ws and an H. Not two Hs.

All of this essential information should be at the TOP of the news release, so that the editor will not have to read all the way to the bottom to find it.

What are the 5 Ws and the H? Who? What? When? Where? Why? How?

And what is the hated and feared second H?--It's, "Huh?" Too many times, publicists will leave out one of the essentials, or put the wrong day of the week with the wrong date. When this happens, your news release loses credibility. So, proof read your copy. Even better--ask someone else to look at it.

Your release should also include a "contact" and at least one telephone number. Cell phones are good. That contact should answer the phone and be able to produce someone who can and will go on camera quickly. So, ususally a release will look like this:

FOR IMMEDIATE RELEASE

Contact: Bill Blabbermouth

Maybe an Enlightening Sub-Head

A paragraph with who, what, when, where, why, and how.

After that, keep the release on ONE Page.

How Should You Send Your News Release?

These days, the preferred way of sending a news release is through email, although faxes and "snail mail" are still acceptable.

Draft it as a Word document, including your logos, etc., save it, copy it, and paste it into your email. DO NOT save and send it as a PDF. Why? Because it cannot be cut and pasted into today's newsroom paperless systems. Why paste it into the copy? Some news media will not open attachments. However, it is OK to attach the Word document, attach another document if it provides more details, and attach a logo. It might get used. You do not need a salutation like, "Dear Editor", or whatever unless you know the recipient personally. Just the news release.

Hide the recipients of the email using BCC. Put your "Hook" in the subject line. A blah subject line can send your release to "delete". And, again, make sure that your most compelling, important information is at the very top, so that editors using "auto preview" can see something of what your story is about without opening it. But, if it is really cool, they'll double-click.

To Whom Should I Send It?

Here is where the veil is closed. Only you can open it. You must create your own list, customized to your nonprofit's needs. How do you find the numbers.

Read the newspapers and note which reporters are writing what. If they're writing stories similar to yours, they should be on your list. Be sure and send it to the city desk too. Do not forget the neighborhood and weekly newspapers too.

In addition to watching TV trying to discern a reporter's interest and/or beat, check their web pages.

Remember, most all mainstream, traditional media nowadays have separate web editors/writers/producers. Stories on the web may be different from what ends up in print. Find out how to reach the web staff. Also, nowadays, even the print media are shooting video to be posted or even streamed on their web sites. Often, the newspapers may only send a photographer who will shoot the pictures and possibly video. The "cutline" for the pictures will be the story. Do not be disappointed if the media do not send a reporter. Pictures can say a thousand words.

Do not forget public radio, public TV, and news radio too.

Most all of these email addresses can be found on line. Austin Greenlights has a list. The City of Austin has a list. Often, chambers of commerce have a list.

It is important to what what emails "bounce" so that you can update the list as needed. You might want more than one list--one that is more specialized.

What Will The Media Cover?

> News Conferences -- Maybe. If you have a news conference, be sure to have "real"people (Not Officials) there who are affected by what is announced by the news release.

> Meetings -- Seldom. They had better be good. Many TV stations have a ban on "meeting video"" If there is a heated exchange of if it is a governmental body, this rule might be ignored. Again, the media cares about people who are affected.

> Dinners -- Even more seldom. Maybe it would get coverage if the "Teacher of the Year" were announced, the media MUST know that. They will keep the secret to get the "money shot" of the surprised teacher.

> Ground Breakings -- Hate them. Show me the wretched building being replaced or the people who will benefit from the new building.

> Ribbon Cutting -- Hate them. See above.

So, be imaginative. When you are doing innovative things, ask the media to come and see. News is about people--people doing things. Most non profit organizations are doing things for people. It is a perfect fit. No, most of the time it is not "hard news", but it can be if you can tie-into some major story of the day. Make yourself the expert on your field, and make sure the media knows you or someone in your organization is the available expert.

How Will We Know if the Media Will Show Up?

Ýou will know if they call. It is OK to call them after you send the initial release to make sure they got it. Do not ask if they'll cover it. They wíll not promise. Remember the "sliding scale of news" showing that what is news one day may not be news the next. My standard answer was, "We'll certainly consider it." Multiple calls can actually decrease your chances for coverage.

Austin Greenlights for Nonprofit Success

May 15, 2006

Please know that you can do everything I suggest, and you still may not get news coverage. You are competing against every other non profit, every other politician, every other business, and anyone else who is trying to catch the attention of the news media.

Do not give up. Keep on pitching. Keep on throwing ideas against the wall, and someday, something will stick. Be creative. Always put people front and center. Remember the old adage: "If you can get kids and animals into your story, it will sell." That is true much of the time.

Will free T-shirts or cute presents to the newsroom help get coverage? No. Not even some oversized "long Johns" work. (See the picture above.) I don't even remember who sent them to me. In fact, sending stuff like that could backfire on you as a nonprofit. Newsrooms might wonder if the money could be better spent on people.

Remember, news is always about people and people doing things. Non profits are almost always all about people and people doing things. It should be a good fit.

Take Matters into Your Own Hands

Because of new media facilitated by the Internet, there are many things that you can do for yourself. You may not even need the media. The playing field is level. You have agency. You can do a much better job of reaching your target audience without the traditional media. Certainly, your efforts in new media will re-enforce messages in traditional media.

It starts with your own web site. Your site should tell your story in a clear, concise, fun fashion the way you want it told.

* It should have your latest news.

* It should have supporting background information.

* It should include appropriate pictures.

* It should have compelling quotations.

* It should have bullet points of your services.

* It should have contacts numbers, email address, and locations, if appropriate.

* And most of all, it must be fresh--Updated regularly with the latest information or stories about what is going on with your programming.

Your web site may be the traditional media's main source of initial information.

Further, you may want to start a blog. Search engines love blogs. It is easy. Just go to Google. Your blog should always point back to your web site.

Email lists are very important. You may have several of them for specific purposes: Potential donors, consistent donors, all members, all volunteers ... whatever. Periodically, you may want to target a particular group with a special message.

Let's say you're going to have a benefit golf tournament. A benefit golf tournament is probably not "news". Fine. You can send a release, just in case someone cares. I would. But the most important things are these: Put it on your web site with specific levels of support and prizes. Create a page for easy registration. Next, send it out email to members and donors. Next, send out email and a a flyer to area golf courses, country clubs, driving ranges, and even golf shops. Follow up the email with a phone call, thanking them for posting the flyer. You may want to repeat all of this email process at least once more.

This approach works for all circumstances--even silent auctions, banquets and ribbon-cuttings (Gag).

You don't need no stinking traditional media! Your efforts using the Internet in a targeted, tactical manner are probably more effective. Further, it is cost-effective--No postage, no printing need. Just you and your energy and your creativity.

McNabb Communications

Revised October 7, 2008