How can you accurately and compellingly communicate your work's impact to the media?

I never use a long word where a short word will do - no matter who I am writing for. My job is to connect with the reader - and keep them in the flow of the copy/feature and make sure the points I am making 'land' - not to show them how 'clever' I am.

Audiences are made up of individuals. One thing that has helped me is to identify specific people in my audiences and write in a way that will appeal to them specifically.

I make my points simple, knowing who I'm writing for, and apply compelling storytelling to convey the significance of my work to the media. For clarity, I support my arguments with examples and facts. I maintain up to date, showcase my knowledge, and develop connections with media. It's important to create customised presentations and be easily available for interviews. Collaboration and social media help me share my message. It's important to be open about any constraints, and I offer myself as a solution. To keep the media interested, I practise and keep them updated. It's about building trust and making a real impact.

Thoroughly understanding and addressing the needs and concerns of your audience often means knowing them better than they know themselves so that you can help them. You can start with desk research by thoroughly examining their articles, comments, social posts, and profiles. After this initial desk research, directly reach out to them to really get to know them better. Call them on the phone, set up a video chat and map out open end questions that will give you the most insight.

Audience can be a target demographic. So also think of individuals collectively. Here, it’s good to envision a type or characteristic you’d Like to address. Age, race & gender play a role too.

When pitching stories to the media, remember that journalists only have so much time in a day and news outlets only have so much space. To get coverage, you need to demonstrate the story is newsworthy: -- What's the impact? -- How much does it affect the outlet's audience? -- How much does the story speak to current conflicts or issues? -- How unique is the story? -- How might the audience find it useful? -- How funny or inspiring is the story? -- How might you be leveraging a celebrity? -- Are there strong visuals?

As a social impact organization, your work is ongoing. But journalists want to know why they should write about you right now. That's why one of the most effective ways to get the attention of a journalist is to host an event, because it presents an obvious time peg. Members of the audience might want to attend or support the event beforehand, and they'll be interested in the results of the event (especially if it was a major fundraiser).

Defining impact starts with defining your problem well. I like working with a simple theory of change framework: Issue, Action, Impact. Issue: What's the issue, what's at stake, who is impacted. Action: What are we proposing to do about it. Impact: What do we hope to achieve, and how will things be better if we're successful. Starting by defining the Issue, Action, and Impact is a good way to align your team and ensure everyone understands what they're working towards.

As you define your impact, you need to plan and trail all the activities to be carried out and identify which of your audience these activities will influence whiles ensuring that both qualitative and quantitative data are captured to support your impact.

To quote Nobel Prize winning Behavioural Economist, Daniel Kanneman: "Nobody ever made a decision because of a fact. They need a story". A story could be as simple as an example to illustrate your point, or as complex as a full documentary. Before you get going on your story, its worth taking a moment to define your "Feel, Know, Do": - What do I want them to feel; - what do I want them to know; - what do I want them to do.

The story is much more powerful if the community speaks up and talks about how the work has benefitted their lives or their futures. Show, don't tell.

In the impact space, many people write about the societal problems instead of the individual problems of their audience. These super wicked problems are not yours to solve. They're worldly problems that require more than just one or two articles to solve. Stay in your lane. You'll contribute more if you write compelling and impactful content that directly address the readers' problems and underlying reasons for those problems. Identify any limiting beliefs that might cause their problems as well as the mistakes they're making to try to solve them and any potential outcomes of these mistakes.

Stories of individual impact are the cornerstone of all social impact marketing and PR efforts. But some opportunities for media coverage require a fast response, and it can be hard to get in touch with a recipient of your services and get their consent to share their story all within the deadline. That's why it's important to gather impact stories as a regular part of your work. It'll help you tell a more compelling story within your own marketing channels (newsletters, social media, flyers, etc.) and it'll help you seize media opportunities with a quick turn around.

In my experience you should let the journalist put together the story but serve them the bits and pieces they need: - why is this story important and why now? - the facts that support your story - an expert that can support your claim - a case if possible that they can make an interview with And remember to always keep it super short with a compelling headline, journalists are often pressed on time, unless it is a niche media.

It's easy to blow things out of proportion if you don't relate to those on the front-line of the work - often on a far lower pay-grade than you. If the most junior team member says "I'm not sure we should say that", find out why. It's better to spike a story that doesn't quite stack up than end up with egg on your face.

If you are the one responsible for finding a case person for the story - especially when dealing vulnerable people not used to being interviewed - you need to be the one taking care of the agreement with the journalist. Ask what the framing will be, when and where it will be published and if you can see the article beforehand and approve quotes. You cannot always expect that the journalists takes these considerations.

Since visuals have a higher CO2 footprint than words, condense them as much as possible by using vector illustrations. It may be beneficial to hire a designer who knows their way around keeping your footprint low.

Most media outlets would rather make their own visuals so this is only important if your story is hard to grasp without the visuals.

Don't overcomplicate your pitch. Journalists have only a few seconds to read your email, so put the most important details first. A story pitch or press release is not the place to start with a feel-good story.

Bring tangible value to the journalist. They're inundated with pitches daily. Provide them with the story, data, insights, or unique angles they can't get elsewhere. Be a resource to them.

Finish your pitch by saying, that you will call within a few days if you have not heard anything. That gives you an easy way to follow up.

Amplify your impact by considering your message in every single piece of communication — even an email subject line generated through a ticketing platform should be worded for maximum impact. Don’t waste a single word. Frame all of your communications by answering “what’s in it for me” for your audience: word your messages so it’s clear how your information will help them or solve a problem for them. Knowing what your audience wants and needs, and then providing it, ensures your reader will engage with your message and increases the chances of them acting on any “asks”.

Timing is a very important factor to consider. If you can some how make your story relevant by hooking on to the news agenda it will be a lot easier to get attention. It can be anything that makes your story relevant - like valentines day, election coming up, christmas, new research or some agenda that is already on the journalists radar. Making it clear why your story is newsworthy and relevant today is essential.