Building a partnership with a local media outlet can be a great way to increase your non-profit's visibility, credibility, and impact in your community. But how do you approach and maintain such a relationship? Here are some tips to help you succeed.
Before you reach out to any media outlet, you need to have a clear idea of what you want to achieve and what you can offer. Do you want to raise awareness, recruit volunteers, solicit donations, or share success stories? How does your non-profit align with the outlet's mission, audience, and editorial style? What kind of content, expertise, or resources can you provide to make their work easier and more engaging?
Building a partnership with a local media outlet for a non-profit organisation requires a strategic and thoughtful approach. Here are key steps to help you establish a successful collaboration: Research and Targeting: Craft a Compelling Narrative: Build Relationships: Create a Press Kit: Pitch Unique Story Ideas: Offer Exclusive Content: Demonstrate Local Impact: Provide Expertise: Collaborate on Events: Follow Up and Express Gratitude: Remember, successful partnerships are built on mutual benefit. Clearly communicate how collaboration with your non-profit can enhance the media outlet's content and strengthen its connection with the local community.
Not all media outlets are the same, and not all journalists or editors are interested in the same topics. You need to do some homework and find out which outlet and contact are most relevant and receptive to your non-profit's cause and message. You can use online databases, directories, or social media to identify potential outlets and contacts, or ask for referrals from your network. Once you have a shortlist, learn more about their work, preferences, and needs.
When you are ready to contact your chosen outlet and contact, you need to craft a personalized and compelling pitch that captures their attention and interest. A pitch is a brief email or phone call that introduces your non-profit, explains your goals and value proposition, and proposes a specific story idea or collaboration opportunity. You should avoid generic or spammy messages, and instead focus on how your non-profit can add value to their outlet and audience. You should also include a clear call to action, such as requesting a meeting, interview, or feedback.
Once you have sent your pitch, you should follow up with your contact within a reasonable time frame, usually a week or two. You should be polite, respectful, and persistent, but not annoying or pushy. You should also be flexible and open to feedback, suggestions, or changes. Your goal is to build rapport and trust with your contact, and show them that you are a reliable and professional partner.
If you can, ask for a 15-minute meeting. In that session, sell the emotion of your work, the stories and the people behind whom you benefit. Don't talk about how long you've been running for or how many people in your NFP, sell the sizzle of your impact not the sausage of your programs!
If your pitch is successful and you secure a partnership with the media outlet, you need to deliver on your promises and expectations. You should provide high-quality content, information, or resources that match their standards and deadlines. You should also communicate regularly and effectively with your contact, and keep them updated on your progress and any issues. You should also thank them for their support and recognition, and provide them with any relevant metrics or outcomes.
Have this ready to go before you make your approach. Media moves fast so if they agree, it's likely they'll want your creatives ASAP and that's important for momentum and reputation.
A partnership with a media outlet is not a one-time deal, but an ongoing relationship that requires care and attention. You should keep in touch with your contact, and provide them with new or follow-up story ideas, feedback, or appreciation. You should also look for ways to expand or deepen your partnership, such as inviting them to your events, featuring them in your newsletter, or joining their online community. You should also monitor and evaluate the impact and value of your partnership, and adjust your strategy accordingly.
Keep providing your partner with meaningful, snackable impact reporting they can share with their networks. Don't send huge reports that no one will read, things like infographics and testimonials work well.
A media partner is crucial to any NFP. They have always have unused inventory you can capitalise on. Expect tight turn arounds and be comfortable leaning into something you're not sure of the end destination. Put 1 point person on the partner so you centralise coms.