This document provides tips for nonprofits on getting media coverage by telling compelling stories. It advises finding a unique angle and memorable characters, using timely events to piggyback stories, and developing relationships with reporters who cover relevant topics. The document outlines best practices for crafting press releases, responding to crises, and pitching stories to media in a focused yet brief manner. Building trust with journalists is key to earning ongoing coverage.

1. TELL ME A STORY
How to Get Media
To Write About Your Nonprofit
Judy Crawford, President
Crawford Communicates

2. What’s the story?
 Timing is everything
 Get outside your organization
 Find a unique angle
 Relate to your audience
 Use a memorable character or group
 Grab attention with the lead
 Raise visibility with high-profile
spokesperson(s)

3. Generate ideas
 Start a file of favorite stories, columns, blogs,
video, podcasts, etc. featuring nonprofits
 Ask questions within your organization to
identify stories with a news or human interest
“hook”
 Think of story ideas to piggyback on timely
events already being covered
 Brainstorm, brainstorm, brainstorm with co-
workers, family and friends

4. Success stories
 Stephen Colbert challenges Jimmy Fallon to
raise $26,000 for DonorsChoose.org
 Harlem’s ‘Gospel for Teens’ grabs 60 Minutes
spotlight
 Channel 3 finds prom magic in
‘The Cinderella Affair’ for Tempe girls
 ‘A Guy Like Jerry’ captures hearts in Laurie
Roberts column
 Newspapers statewide follow Mongolian
scientists on Arizona tour

5. Media nightmares
 60 Minutes exposes half-truths of Three Cups
of Tea author and philanthropist Greg
Mortenson
 National columnist reveals that Candie’s
Foundation pays spokesperson Bristol Palin
eight times what it donates to teen pregnancy
charities
 The New York Times reports that Madonna
ousts board of her Raising Malawi charity due
to mismanagement

6. Crisis communications 101
 Anticipate negative media coverage
 Prepare a written statement immediately
 Alert your director and board members
 Respond to ALL media requests
 Don’t avoid the media – they will find you
 Develop talking points for your spokesperson
 Refer the media to authorities when
appropriate
 NEVER lie to a reporter!

7. The News Release
 FOR IMMEDIATE RELEASE
 Contact information and Website URL
 Headline (sometimes with subhead)
 Dateline (location and date)
 Body of release
 “Boilerplate” information about organization
 ###
 How to access images and/or video (B-roll)

8. The 5 W’s (and an H)
 Put the who, what, when, where, why and how
in your lead paragraph
 Use the “inverted pyramid” writing style
 Study well-written articles and mimic their
style:
 Associated Press & Reuters for news items
 Feature stories/columnists for human-interest
stories
 Refer to the AP Stylebook for guidance

9. ‘Inverted Pyramid’ style

10. Get their attention
 Start with short greeting that offers to arrange
interviews and includes Website link
 Write a strong, captivating lead
 Embellish the story with images, charts, video
(B-roll)
 Add a short, bulleted fact sheet
 Avoid e-blasts, address individually
 Consider paid wire distribution when a major
story

11. Build relationships with media
 Get to know the media most likely to cover
you
 Learn the names of reporters who cover
beats most significant to you
 Read/watch/listen to their stories
 Arrange a short meeting to introduce yourself
 Find ways to meet again (with your director)
 Send your publications, invitations and other
items of interest to reporters

12. Build relationships with media
 Follow personnel changes at media outlets
 Develop a “virtual” media kit on your Website
 Capitalize on breaking news to promote your
organization
 Make yourself available to media 24/7
 Thank a reporter for his/her coverage (never
nitpick over minor inaccuracies)

13. Pitch perfect – do’s
 Start with an e-mail and personal greeting
 Keep your pitch tight and focused on how the
story might interest this particular reporter
 Make your first sentence count
 Limit your pitch to 3-4 sentences
 Offer to arrange an interview with a key source
 Get OK from source and find out his/her
availability in advance

14. Pitch perfect – do’s
 Include cell number to “reach me anytime”
 Close by saying you will follow up by phone
 Know the facts of the story – be ready!
 Be confident you are providing news the
media outlet will want
 Wait a couple of days and follow up by phone
 Refer to your e-mail as an opener

15. Pitch perfect – don’ts
 Call when a reporter is on deadline
 Simply ask if he/she received your e-mail
 Say the reporter will “miss out” by not covering
your event
 Act like the journalist “owes you” for any
reason
 Treat the journalist like a buddy – be
professional!

16. Pitch perfect – don’ts
 Pitch several reporters at the same media
outlet about the same story
 If your first choice isn’t interested, ask who
else you might call
 Make a weak pitch because your director or
board member has asked you to

17. Tell Me a Story
Thank you!