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Last updated on 2024年7月16日

How can philanthropic organizations and the media collaborate effectively?

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Philanthropic organizations and the media have a complex and sometimes contentious relationship. On one hand, the media can help raise awareness, mobilize resources, and amplify the impact of philanthropic initiatives. On the other hand, the media can also challenge, criticize, and expose the shortcomings and failures of philanthropic actors. How can these two sectors collaborate effectively and constructively, especially in times of crisis and conflict? In this article, we will explore some of the principles and practices that can foster a productive and respectful partnership between philanthropy and the media.

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1 Understand the media landscape

The first step to collaborate effectively with the media is to understand the media landscape and the diverse actors, interests, and agendas that shape it. The media is not a monolithic entity, but a heterogeneous and dynamic field of communication that includes traditional outlets, such as newspapers, radio, and television, as well as digital platforms, such as social media, blogs, and podcasts. Each medium has its own characteristics, audiences, formats, and standards, and each outlet has its own editorial policies, values, and perspectives. Philanthropic organizations should research and map the media landscape relevant to their mission, goals, and stakeholders, and identify the outlets and journalists that are most aligned with their vision and values.

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Kelebogile Lizzy Makutu

Assistant Marketing & Communications Officer @ Kliptown Youth Program | National Diploma, PR
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To create effective media partnerships, an organisation must have defined, quantifiable objectives and identify the right media channels and channels.

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2 Build trust and credibility

The second step to collaborate effectively with the media is to build trust and credibility with the outlets and journalists that are interested in covering philanthropic issues and stories. Trust and credibility are essential for establishing a positive and mutually beneficial relationship that can withstand challenges and conflicts. Philanthropic organizations can build trust and credibility by being transparent, accountable, and responsive to the media's requests and inquiries, by providing accurate, timely, and relevant information and data, by acknowledging and addressing mistakes and problems, and by respecting the media's independence and professionalism.

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Donald P. Wiley

Lawyer/Trusted Advisor for Philanthropy/Estate Planning/Probate - Speaker and Writer
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Building trust and credibility with media/journalists starts with respect and honesty. You may need to say 'I'm not able to talk about that right now.' You're not choosing to be evasive - sometimes honesty and quietude are best friends. The key is building relationships that are based on honesty. If you tell someone you will include them at the first opportunity - _and_ you_ do_ - you are now an honest source of information. If you deal directly with difficult subjects, you will gain a reputation as a credible spokesperson. Honesty and clarity - even when you are saying, essentially, 'no comment' - will go much further than excuses and broken promises. Honest brokers of information can say 'no', yet be trustworthy and gain credibility

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3 Engage strategically and creatively

The third step to collaborate effectively with the media is to engage strategically and creatively with the outlets and journalists that are willing to collaborate on philanthropic topics and projects. Engaging strategically means having a clear and consistent message, a compelling and relevant story, and a targeted and tailored approach for different media platforms and audiences. Engaging creatively means finding new and innovative ways to communicate, co-create, and disseminate philanthropic content that can capture the attention, interest, and emotion of the media and the public. Philanthropic organizations can engage strategically and creatively by using multimedia formats, such as videos, podcasts, and infographics, by involving beneficiaries, partners, and donors in storytelling, by leveraging social media influencers and networks, and by organizing events, campaigns, and challenges that can generate media coverage and participation.

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Wendy Joy Oliver

Executive Director l VoLo Foundation | Master's Ed Leadership
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As a donor sponsor for the local St. Jude Walk/Run, they coordinated air-time on the local news channels. I was able to go on two local stations to speak on their behalf. I talked about why my organization supports St Jude and invited the community to attend the local event and to help by donating money to help their cause. I hadn’t really thought much about it until answering this question but the fact is, their collaboration with the news media and getting a donor to speak on their behalf is truly brilliant! They are a wonderful organization and do so much good for sick children. I’m glad they engage effective communication strategies and consider it an honor to help them carry out their efforts.

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Kara Pappas, DMgt, CFRE

Nonprofit leader, educator, and consultant
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In my experience, nurturing relationships with members of the media - just as we nurture relationships with other stakeholders - leads to mutual benefit time after time. We should hope to be the first call a reporter makes in order to secure a subject-matter perspective. Additionally, in the face of challenging PR situations, being the first called provides an organization the opportunity to submit facts surrounding a situation, and discouraging false narratives to take flight. Relationships that reapect ethical boundaries can be built by thinking creatively about unique angles to ordinary stories, ensuring contact information is current for the organization's PIO, and providing quick response to media inquiries.

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Douglas Olson

Non-Profit Executive in Management, Board Governance and Grantmaking & Fundraising
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It’s so much about “content”. The Media needs good, compelling and powerful content to air and non-profit organizations have great content. So it can be “win-win@ for everyone. When we say “content”, we mean human interest stories: people served by your non-profit who overcame challenges thanks to your non-profit’s programs or people who are currently facing challenges that you are trying to help them with. Some examples of content are: someone who went from being homeless to finding a job/housing; surviving an illness or diseases; becoming the first in their family to go to college, etc.

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4 Manage expectations and conflicts

The fourth step to collaborate effectively with the media is to manage expectations and conflicts that may arise from the partnership or the coverage of philanthropic issues and stories. Managing expectations means being realistic and honest about what each party can offer and deliver, what are the benefits and risks of the collaboration, and what are the boundaries and limits of the relationship. Managing conflicts means being prepared and proactive to deal with potential or actual disagreements, misunderstandings, or controversies that may emerge from the media's scrutiny, criticism, or exposure of philanthropic activities and outcomes. Philanthropic organizations can manage expectations and conflicts by establishing clear and explicit agreements and protocols with the media, by communicating regularly and openly, by providing feedback and recognition, and by seeking dialogue and resolution when problems occur.

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5 Learn and improve

The fifth step to collaborate effectively with the media is to learn and improve from the experience and the feedback of the partnership or the coverage of philanthropic issues and stories. Learning and improving means being reflective and evaluative about what worked and what did not work, what were the successes and challenges, and what were the lessons and recommendations for future collaborations. Learning and improving also means being adaptive and responsive to the changing media landscape and the evolving philanthropic context and needs. Philanthropic organizations can learn and improve by collecting and analyzing data and evidence, by soliciting and listening to the media's and the public's opinions and suggestions, by celebrating and sharing best practices and achievements, and by identifying and addressing gaps and areas for improvement.

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6 Collaborate for impact

The sixth and final step to collaborate effectively with the media is to collaborate for impact. Collaborating for impact means having a shared and clear vision of the desired and expected outcomes and impacts of the partnership or the coverage of philanthropic issues and stories. Collaborating for impact also means having a common and coherent strategy of how to measure and communicate the results and the value of the collaboration or the coverage. Philanthropic organizations can collaborate for impact by aligning their goals and indicators with the media's goals and indicators, by using mixed and participatory methods to assess and report the effects and the changes, by acknowledging and attributing the contributions and the roles of each party, and by leveraging and scaling the impact of the collaboration or the coverage to inspire and influence more action and change.

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Ann C.

Kindness Ambassador | Storyteller | Corporate Social Responsibility | Philanthropy Expert | Advocate for Empowered.Giving | MBA | Views My Own
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Start local. Build from the ground up. We often forget the power of local media and it's ability to move a community. Be transparent. It's about your grantees and their impact so share the mic.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can philanthropic organizations and the media collaborate effectively?

1

2

3

4

5

6

7

1 Understand the media landscape

2 Build trust and credibility

3 Engage strategically and creatively

4 Manage expectations and conflicts

5 Learn and improve

6 Collaborate for impact

7 Here’s what else to consider

Philanthropy

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How can philanthropic organizations and the media collaborate effectively?

1

2

3

4

5

6

7

1 Understand the media landscape

2 Build trust and credibility

3 Engage strategically and creatively

4 Manage expectations and conflicts

5 Learn and improve

6 Collaborate for impact

7 Here’s what else to consider

Philanthropy

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