If you work for a social impact organization, you know how important it is to share your stories, achievements, and challenges with the media. The media can help you raise awareness, attract supporters, and influence decision-makers. But how do you communicate your work effectively and ethically? Here are some tips to help you craft and pitch your messages.
Before you write or speak to the media, you need to understand who you are trying to reach and what they care about. Do some research on the media outlets, journalists, and segments that cover your topic or sector. Find out what kind of stories they are looking for, what tone and style they use, and what questions they might ask. Tailor your messages to suit their interests, needs, and expectations.
As a recipient of messaging to the media, I have to say the first requirement is to ensure your message is relevant to me. I get so many inappropriate comms. If you want to target a specialised media, get specialised marketeers, not generalists. Nothing is more irksome than amateurish attempts which set out to generate media content. Yet I see this garbled nonsense every day. Appoint a genuine expert, even if this means supplementing the role with other media expertise to achieve the right tone. Facts matter. Don't be tempted to try to bone up on complex subjects and then 'wing it.' That's a bit like learning a few questions in a foreign language; you'll be stumped when you get the answer.
What do you want to achieve by communicating your work to the media? Do you want to inform, persuade, inspire, or mobilize? Do you want to showcase your impact, highlight a problem, or propose a solution? Do you want to build your reputation, challenge a misconception, or advocate for a change? Be clear about your goals and how they align with your organization's mission and values.
Identifica claramente los mensajes clave que deseas transmitir y los resultados que buscas con la cobertura mediática. Define metas específicas, como aumentar visibilidad, construir reputación o destacar logros.
A good story can capture the attention and emotion of the media and the public. It can also demonstrate your work and its relevance in a compelling way. To craft your story, you need to identify the main elements: the problem, the solution, the impact, and the call to action. Use facts, figures, and examples to support your claims, but also use anecdotes, quotes, and visuals to illustrate your points. Make your story human, relatable, and memorable.
Crea una narrativa atractiva que resalte los aspectos más relevantes de tu organización. Utiliza anécdotas personales que conecten emocionalmente con el público. Haz que la historia sea memorable y fácil de entender para los medios y su audiencia.
Once you have your story ready, you need to pitch it to the media. A pitch is a brief and catchy email or phone call that explains why your story is newsworthy, timely, and relevant. It should include a headline, a summary, a hook, and a request. A headline is a short and catchy phrase that summarizes your story. A summary is a paragraph that outlines the main points of your story. A hook is a question, a statistic, or a fact that sparks curiosity or interest. A request is a clear and polite ask for an interview, a feature, or a coverage.
If the media agrees to cover your story, you need to prepare for the interview. An interview is an opportunity to share your work and your views with the media and the public. It is also a challenge to communicate clearly, confidently, and convincingly. To prepare for the interview, you need to review your story, anticipate questions, rehearse answers, and practice delivery. Review your story and make sure you know the key messages, facts, and figures. Anticipate questions and prepare answers that are concise, accurate, and relevant. Rehearse answers and practice delivery with a colleague or a friend. Use positive language, avoid jargon, and be respectful.
After the interview, you need to follow up and evaluate. A follow-up is a way to thank the media, provide additional information, and maintain the relationship. An evaluation is a way to assess the results, feedback, and lessons learned. To follow up, you need to send a thank-you email, offer additional resources, and invite further contact. To evaluate, you need to monitor the media coverage, measure the reach and impact, and identify the strengths and weaknesses of your communication.