Using Media

Learning how to use existing media to help get your message out to the community on a regular basis is vital to fulfilling your mission, and though it can take some time, it is something that the leader of the organization needs to do.

Third Sector has a good article about it.

An excerpt.

“It makes perfect sense: of course you want to get your organization’s good deeds covered by the press. But for many nonprofits, there is often a detour on the road between goals and reality. Resources are limited, and it can often seem like a stark choice: do the work, or publicize it. For mission-driven groups, the decision isn’t hard.

“Overcoming Fear of the Media

“Some organizations - such as human service groups - have developed an instinctual fear of the media, thanks to outlets who only cover them when something goes awry. Others may want to engage the press, but aren’t sure where to begin. After all, most nonprofits haven’t received $10 million donations or won Nobel Prizes lately - what would reporters find newsworthy, anyway?

“The process of courting the media may seem mysterious - or even dangerous. But more and more nonprofits are finding that it is necessary. Any group that relies on private donors will benefit from positive stories, which reinforce their belief that you’re doing good work. Nonprofits that have a stake in building community goodwill - from Harvard University to residential care facilities for drug addicts - know that it’s easier to answer questions and assuage fears upfront, rather than face irate neighbors after the fact. Finally, even organizations that subsist solely on government earmarks are helped by good local coverage, which legislators’ offices devour and analyze to determine if their actions will meet with public approval.”