Here's how you can effectively communicate with the media and promote a non-profit organization.

When crafting a message that is meant to promote your organisation, make sure it answers the what, why, who and how of the organisation's cause. What are you tackling? Why is it relevant? Who benefits/is impacted? How are you working on it? Always ensure the message is concise and memorable. Don't forget the human element when creating this message, personal stories from people who have directly benefited from your organisation's work makes it more relatable.

Be human and tell a story. It’s not a journalist’s job to promote your organization. They need to tell an interesting story with humans in it.

Audience should always come first. If you can narrow down exactly who you are speaking to, the message can be tailored and more likely to resonate.

A well-crafted message is the only way to get noticed in an active newsroom. Spend quality time researching every angle of your story and make your point(s) clear and concise.

Start with answering the phone! You may be one of many nonprofits a media is contacting for a story. It's a great way to build and nurture your relationship when you pick up the phone and are available.

Building relationships is vital to the success of any story being pitched to the media. Are you credible and what makes your message more important or more compelling to their audience? Giving short who, what,where,when, and why, bits of info give the reporter on the run a quick idea of what the story is and how they can tell their audience, visually and in written form. If you have news media experience it will help you cut through the first layer of a skeptic reporter's "B.S." meter-they get pitched "fluff" often. Follow up phone calls ensure the email was received & understood. Finally, do some research & see what causes the reporter may be more likely to cover because of what they have covered in the past or seem to be passionate about.

Remember the audience the media is targeting and how they consume the news, i.e. TV, print online, radio, podcast. Make getting the story as easy as possible by making experts and at least one person who has been helped thanks to your organization available for interviews in person, over Zoom, by phone. Sell the story by helping the reporter know visual aspects are available and compelling.

Common mistake: blanketing media w/press releases about what matters to you w/o knowing what matters to them - a waste of your resources and their time. Instead: 1. Pay attention to news outlets and how/what they cover relevant to your organization and cause. 2. Reach out to reporters who write about or report on your cause when you DON’T have something to pitch. Ask if they care about your issues and how they want to be alerted when you have news to share. 3. Ask how you can help THEM. You’d be shocked how rarely they hear that. (They’ll remember.) 4. Invite a PR pro to listen to your story - the “pitch” - and ask for their honest feedback. (I did this, pro bono, for non-profits.) 5. Set aside a small budget for PR help when needed.

As a PR Liaison, I help my clients understand the importance of relationship. When navigating the media it is crucial to do research on your specific niche. By doing so, you know what media outlets best fit your purpose. Secondly, it is important to learn what those media outlets are looking for, so you are not bombarding them with information they find meaningless, rather sharing what makes your credible. Just as important as it is to understand your niche and messaging, it is equally as important to understand the media landscape in which you are trying to be a part.

Lo primero a tener en cuenta para formar portavoces, es observarlos para detectar sus fortalezas y apuntalarlas. No convieneintentar imponer algo que no se parezca ala personalidad real del portavoz, más bien se trata de sacar a flote lo mejor de lo que ellos ya poseen. Grabar ensayos de entrevistas es una gran manera de prepararlos, pulir sus debilidades y reforzarles su fortalezas. Se debe redactar las respuestas a las posibles pregunta sde las entrevista sen medios de comunicacion con informacion breve y concreta, basada en cifas y fuentes reconocidas que se puedan citar. Y finalmente, que se tomen su tiempo para responder con calma. El miedo escénico hace que muchas veces se apresuren y se pierdan dentro de su propia respuesta.

A useful framework that spokespeople can use to avoid rambling and going off-topic when communicating with media is: what, so what, now what. Here's how... What Start with a solid foundation by clearly articulating your core message focussing on basic facts or statements. So what Explain the relevance or importance of the message you're communicating by contextualising the facts and making them meaningful to the audience. Now what Round things off with your call to action, next steps, or future plans. Using this framework ensures the spokesperson responds clearly and in a way that's easy to follow and understand.

Individuals who use and benefit from your nonprofit’s resources and services can be memorable spokespeople and storytellers. Your CEO, board members and leadership team should be able to deliver compelling messages about the important work your organization is doing, but hearing from those directly impacted is especially powerful.

La formación de portavoces es clave para una comunicación efectiva. Las personas somos seres sociables por naturaleza, y el lenguaje es nuestra manera de comunicarnos pero no siempre lo usamos de la manera correcta. La formación de portavoces en organizaciones y compa?ías en las que los mensajes se han de hacer públicos mediante una persona son necesarias para asegurarnos de que aquello que comunicamos es lo que queremos comunicar. Sin formación corremos riesgos que pueden salirnos muy caros a nivel reputación de marca.

Here are some helpful criteria. Choosing the Right Spokesperson: ? Select someone knowledgeable and confident in answering questions. ? Choose a clear, concise communicator who is comfortable with public speaking. ? Media Savvy: Ideally, the spokesperson has media experience and interview skills. Pre-Media Training: ? Create focused, concise, audience-centric key messages. ? Prepare answers for potentially challenging questions. ? Conduct mock interviews to refine responses. ? Train your spokesperson to excel in the bridging and flagging techniques. On-the-Day Tips: ? Dress Professionally. ? Maintain positive body language and remain calm. ? Send a thank-you note to the reporter and offer more information if needed.

Press releases are an effective tool for announcing important news or events related to your non-profit. Ensure they are well-written, factual, and include all necessary information a journalist might need to cover the story. Follow up with key contacts after sending the press release to ensure it doesn't get lost and offer additional information or interviews if needed. This approach helps build strong relationships with media outlets and effectively promotes your non-profit's mission and activities, ensuring your message reaches a wider audience and garners the attention it deserves.

Many times the best story pitch is by phone, not press release. As a former news editor, I tended to toss press releases, but took calls from PR people who had story pitches. There is a time and place for press releases, but the best shot for nonprofits to get coverage is through a personal pitch to a reporter or editor with whom they have established a relationship.

There are many steps you can follow to maximize the press release efficiency. ? Craft newsworthy content by focusing on information relevant to your reporters and personas. ? Use a clear headline and an informative, engaging lead paragraph. ? Follow a professional press release format. Strategic Distribution: ? Research and identify journalists covering your industry. ? Utilize a mix of free and paid distribution channels. ? Craft personalized pitches for journalists. Maximizing Impact: ? Monitor media coverage and analyze the results. ? Use your press release as part of a larger marketing strategy. ? Repurpose Content by extracting key information from the press release for blogs, social media posts, or website updates.

Putting original content on social media can work. A better approach can be to pitch a story successfully, then promote the resulting article or video on social media. Social media is only as effective if an organization's followers have a reason to check a nonprofit's social media feed regularly. Consistently posting useful and relevant information builds a following.

Again - don't just promote your organization, draw attention to the cause through posts of current news - studies - conferences - stats - anything that underscores the mission.

I find these tips helpful. ? Know your audience & tailor content: Craft posts that resonate with their interests and needs. ? Post valuable content: Focus on informative, helpful content that benefits your audience. ? Visually appealing: Use images, videos, and graphics to grab attention and make your content pop. ? Be human & authentic: Show your brand personality and connect with your audience on a personal level. ? Respond & converse: Actively respond to comments and messages. Encourage two-way conversations. ? Post consistently: Maintain a regular posting schedule to stay relevant in feeds. ? Track & analyze: Monitor engagement metrics and adjust your strategy accordingly. ? Hashtags & trends: Utilize relevant hashtags to expand reach.

Monitoring media coverage and public feedback is essential for assessing the effectiveness of communication strategies. By analyzing what resonates with the audience and what doesn't, we can refine our approach and adapt accordingly. Continuous learning and adjustment based on past experiences will ensure the company maintains a positive and influential presence in the media landscape.

At Array Insights, part of our work is helping organizations better promote themselves to the media and public. Emphasizing compelling community stories should be the foundation of any successful non-profit media strategy. Second, establish clear messaging that highlights the organization's mission and impact. Utilize social media platforms to amplify media coverage and engage with a wider audience. Be consistent and authentic with your communication - it fosters trust and enhances visibility.

Don't forget multi-media opps. can you provide a little video interview alongside your trad PR and images? Most hard copy outlets have online news too and they love video.

Always thank a journalist for using your comment or including you in a story. Journalists have a difficult job to do so a thank you goes a long way. Also remember to share your coverage on your social channels. This can help generate further coverage and interest.

Before anything else, determine your audience. Who are they, who are you trying to reach? Targeted media requires a clear view of the target.