Working Effectively with the Media as a Non-Profit

When we Non-profit groups plan great events......we want Media attention. Here are some ways to get it ! By Joan Dann

(PRWEB) March 23, 2004 -- We Non-profits groups (Symphony, Ballet, Museum groups formed to support the arts or other philanthropic groups) want to have the best results in getting media attention for our events. They are besieged with requests from us to publicize our events. Their time and space is limited. You must STAND OUT ! Here are some tips to get it!

*BIG NAME-----if you have one for your event........push it ! This puts you over "the clutter".

*What is the BIGGEST item you are auctioning off ? Everyone has auctions.....what makes yours different ? (Remember all the special items that the media talked about in the Neiman-Marcus Christmas catalog ? Same idea here. "His and Her Camels")

*FOLLOW-UP........very important. Pick up the phone and make a personal contact after they have your Press Release.

*Develop a story, theme, trend ......overcome the "so-what" factor.....find a way for your event to be topical. If there is something going on Nationally........then use this with your event to show this is local.

*What makes your event UNIQUE ? What is your hook in getting people to come ? (and your hook for getting the media to cover it ?) Make your press release POP !

*Invite Media to come as guests..........then provide a fact sheet to them giving them info on your group and the event. Do not assume they know about your group and all the good things you are doing.

*Try to get an Outside endorser....get a Media partner....(i.e. you local city Magazine has a sponsorship role with major fundraising event for the city hospital.......ongoing and set up months ahead of time).

*Try to get on the local TV NOON show. This is wonderful coverage for a local event. (Wear RED, by the way ! You will really stand out.)

*Be aware of the media's daily schedules.......do not call a media person near their deadline time.

*KNOW who you are sending media kits and info to..........get the right person....in the right department. Don't send 300 media kits out........zillions of press releases........."throw enough against the way and hope something sticks". Pick a few....the right ones...and follow-up. Know the key players---- Assignment Editor, Producer of noon show, Public Affairs Director. Editors are the ones who make final decisions on what runs.......not reporters.

*Let these KEY media people get to know YOU. Have a Media contact person in your group who stays on top of CURRENT list of contacts......this changes rapidly. Someone in your organization should become the Media guru..........and stay in this job for several years.

*Understand that they must look at your event or press release as "How does this matter to our viewers ?" If your event is really only targeted to your members..........and you really do not want outsiders to come..........then why should they run this info ??

*TIME-FRAMES..........critical ! Your city Magazine works months out...others do not. Too far out to them may be lost or forgotten. YOU must know what works for each different aspect you are targeting ........if you want success. You might give a newspaper or tv editor the heads up on an event.....but then follow-up with all the particulars when they need the information.

*ALL PRESS RELEASES should be approved by YOUR Group President !

*Keep your event FRESH & Fun ! If it is an Annual event.......keep it interesting. Same old, same old gets stale fast.

*Attract new and younger members ! Groups cannot survive over the long haul if they do not continue to grow.

*Get Technical. EVERYONE in the media operates via email today. If you aren't connected...you need to be. This is how they now like to communicate with you.

Joan Dann can be reached via her website at www.Dann-Online.com and email her at dann@dann-online.com

She is has been extremely involved with volunteer groups in her community. She is also President of Great Explorations ! Travel and a Cruise Expert as well as Co-Owner of Dann Mens Clothing (www.Dann-Online.com ) with husband Dennis and has spent many years in the Men's and Womens Clothing business. Throughout her professional career she has also worked with the media on an on-going basis.
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