MEDIA RELATIONS Q&A
Q: In your experience, what are the most important tactics you’ve applied to get articles placed in various media publications?
“When sending your pitch, it’s important to get right to the point. It’s also important to be relevant. You have to have a solid understanding of what is going on in your industry and how those topics are being covered. Make sure you are adding value, and if you can supply new data or information from a new and exciting angle, that can really help with getting placements too.
“Try pitching stories with a heartwarming or localized perspective. For example, our team here at Smith & Harroff created a series of press releases for the Council for Exceptional Children (CEC) ‘Yes I Can Awards.’ By reaching out to local news outlets and spotlighting the accomplishments of exceptional local children in different parts of the country, we were able to help the CEC gain a broad range of national exposure for their efforts and programs.”
Carina May, President, Smith & Harroff, Inc. Alexandria, VA.
“Communications professionals today understand that we are functioning in unprecedented times as the COVID-19 pandemic has deeply impacted so many of our institutions. As you strategize to amplify your messaging, during the pandemic and beyond, your ability to navigate challenges and opportunities to effectively communicate your organization’s vision is critical.
“It is essential to research, focus and pitch media opportunities and distribute news in a tailored and targeted manner to multiple media channels. Measure results to enable strategic goal setting. Use a variety of touch points to engage regularly with producers, reporters and influencers to reach key audiences, promote your mission and initiatives and position your organization as innovative and forward looking. Monitor media coverage, breaking news and trending stories as well as social sentiment so timely events propel you on a successful path to promote your leadership and expertise and generate top-tier media engagement.”
Laurie Pine, M.A., Director of Media Relations, Seton Hall University, South Orange, NJ.
This Q&A is featured in the September 2021 edition of The Nonprofit Communications Report and is being republished with permission by the Wiley Company. The Nonprofit Communications Report, (Online ISSN: 2325-8616), is published monthly by Wiley Subscription Services, Inc., a Wiley Company.
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Click here to read our interview with The Nonprofit Communications Report where we discuss word-of-mouth marketing.