What are the most effective ways to build relationships with local media outlets?

1 Know your audience

Before you pitch your story to a local media outlet, you need to know who their audience is, what their interests are, and what their preferred formats and channels are. Do some research on their website, social media, and previous coverage to find out what topics they cover, what tone they use, and what types of stories they feature. This will help you tailor your pitch to their needs and expectations, and show that you respect their time and expertise.

2 Craft a compelling pitch

A pitch is a short and persuasive message that summarizes your story idea and explains why it is relevant, timely, and newsworthy for the local media outlet. A good pitch should include a catchy subject line, a clear and concise introduction, a brief overview of the main points and facts, a call to action, and your contact information. A good pitch should also demonstrate your knowledge of the outlet, your credibility as a source, and your value proposition as a nonprofit.

3 Follow up and follow through

Once you send your pitch, you need to follow up and follow through with the local media outlet. Follow up means checking in with them after a reasonable period of time, usually a few days, to see if they are interested in your story, if they need more information, or if they have any questions. Follow through means delivering on your promises, providing them with the materials and resources they need, meeting their deadlines, and being responsive and cooperative throughout the process.

4 Be respectful and professional

Building relationships with local media outlets requires respect and professionalism. You need to respect their editorial decisions, their feedback, and their boundaries. You also need to be professional in your communication, your presentation, and your behavior. Avoid spamming them with multiple pitches, being pushy or demanding, or making unrealistic requests. Instead, be polite, courteous, and grateful for their attention and coverage.

5 Nurture the relationship

Finally, building relationships with local media outlets is not a one-time event, but an ongoing process. You need to nurture the relationship by staying in touch, providing updates, sharing their stories, acknowledging their contributions, and offering mutual support. You also need to look for opportunities to collaborate, to invite them to your events, to feature them in your newsletters, or to refer them to other sources. By nurturing the relationship, you can create trust, loyalty, and goodwill that will benefit your nonprofit in the long run.