What are the common media relations challenges and pitfalls for nonprofits and how to avoid them?

1 Know your goals and audience

Before you pitch a story to a journalist, you need to have a clear idea of what you want to achieve and who you want to reach. What is the purpose of your media outreach? Is it to raise awareness, influence policy, recruit donors, or something else? Who are you trying to reach with your message? Is it the general public, a specific group, or a decision-maker? Knowing your goals and audience will help you craft a relevant and compelling pitch that aligns with your mission and values.

2 Build relationships and trust

Media relations is not a one-time transaction, but a long-term process of building relationships and trust with journalists and outlets. You need to research and identify the reporters and media outlets that cover your issue area and target audience, and reach out to them regularly with useful information, updates, and stories. You also need to be responsive, transparent, and respectful when they contact you, and follow up with them after a story is published or aired. Building relationships and trust will help you establish your credibility, reputation, and visibility in the media landscape.

3 Be strategic and selective

You may have many stories to tell, but not all of them are newsworthy or suitable for every media outlet. You need to be strategic and selective about what you pitch, when you pitch, and to whom you pitch. You need to consider the timeliness, relevance, uniqueness, and impact of your story, and how it fits with the media outlet's agenda, audience, and tone. You also need to avoid pitching too often or too broadly, as this may annoy or overwhelm journalists and reduce your chances of getting coverage.

4 Prepare and practice

Getting media coverage is not enough, you also need to make sure you deliver your message effectively and accurately. You need to prepare and practice for any media interview or appearance, whether it is on print, radio, television, or online. You need to anticipate and prepare for the questions you may be asked, and have your key messages, facts, and stories ready. You also need to practice your delivery, tone, body language, and media etiquette, and avoid jargon, acronyms, or technical terms that may confuse or alienate your audience.