5 Tips for Media Outreach
The Nonprofit Partnership hosted its annual “Meet the Media” Breakfast Series event on February 28, 2017, sponsored by the Port of Long Beach. A diverse panel of media professionals and nonprofit directors from the Long Beach Post, KPCC – Southern California Public Radio, and California Streets Initiative – Streetsblog LA, Longbeachize offered their insights on ways nonprofit organizations can better reach out to their local media outlets.
Today, media takes on so many different forms it can be difficult to navigate how a nonprofit can share their stories. Here are the top 5 points from the panel:
- Own your story:
“If you don’t own your own narrative and share your story, no one else will. “(Ashley Alvarado, KPCC) Create a brand and voice for your organization on social media and share your story on your own. “Social media is an equalizer. You can get your message out yourself. If you’re not doing that, you’re missing out.” (Dennis Dean, Long Beach Post)
@KPCCNews Ashley Alvarado asks nonprofits use real story to illustrate a larger cause, e.g. KPCC’s #makealcare story on voter apathy issue pic.twitter.com/n0RDFAM87Z
— TNP Long Beach (@TNPartnership) February 28, 2017
- Connect and cultivate media who share your interest:
“Find the smaller media outlets that care about what you are doing and cultivate them.” (Damien Newton, California Streets Initiative). Reach out and cultivate reporters who care about (and write about or speak about) your work. Think about doing the give before the ask. Be a resource to the journalists and build a reciprocal relationship.
Great discussion this AM to build more relationships with local media & nonprofits @AshleyAlvarado @DamienTypes @___abcdennis #TNPBreakfast pic.twitter.com/ahvPgvaaa9
— James Suazo 🌹 (@jaisuazo) February 28, 2017
- Use social media to connect:
Engage with the public and media through social media. Content is currency. Tweet, retweet, share stories and you may be able to foster a relationship with that media outlet.
Journalists love twitter.
tip from @AshleyAlvarado : think of yourselves as Gatekeepers of information, not just someone who pitches stories.
— Damien Newton (@DamienTypes) February 28, 2017
- Utilize high resolution pictures.
A story that may be overlooked on its own may be picked up because of a great picture. Put a face on a story. A good photo can be game changing.
Fun morning meeting the media @TNPPartnership #TNPBreakfast! Love continuing to cultivate relationships & learn new tips for #HabitatLA! pic.twitter.com/yHOswJD2jE
— Habitat for Humanity (@HabitatLA) February 28, 2017
- Connect with the right person in the right way
This was mentioned multiple times during the panel- so take note. Editors aren’t looking for stories. Reporters are. Reach out to journalists who care about what you are doing. Read or listen to their work and find one who is interested in your area of service. Research the media outlet and the individual you are trying to connect with. KNOW your audience, make it personal.
@LongBeachPost invites nonprofits to consider the material media can use if we want coverage… #TNPBreakfast pic.twitter.com/8YHTrPVqEG
— TNP Long Beach (@TNPartnership) February 28, 2017
@LongBeachPost a canned food drive won’t get media attention–add a local architect building can food structures to make a great photo op
— TNP Long Beach (@TNPartnership) February 28, 2017
