There are bound to be some cases that naturally cry out for media coverage and others that you may not want to get any publicity. When evaluating whether a case is suitable for media outreach, consider these criteria:

1.)    Is there a reasonable chance that generating news coverage about the lawsuit will influence the outcome of the case? In other words, could media coverage advance your position?

2.)    How important is the case in terms of: recoverable fees, potential for raising your firm’s visibility, and setting precedent?

3.)    Is the topic newsworthy and/or likely to be compelling to the media? Think about if the issue has received previous media coverage. Will the suit affect a large number of people? Is there built-in controversy in the case’s subject matter? Also consider if the case has another sort of public appeal, such as a case involving a well-known landmark or consumer protections.

Media coverage can be a powerful tool in your arsenal of legal strategies. Choosing the right cases to promote can make a world of difference.   These questions should help legal teams identify for which lawsuits to pursue media coverage.  As always, we hope you’d consider Public Good PR a useful resource in your media outreach around legal matters.

Press Release: Press releases are the traditional and most common form of announcing news. To be effective a press release should be about ‘breaking’ or time-sensitive news. Examples of potential breaking news stories include launching a new product or service, announcing results of a survey or study, staff and leadership changes in your organization, the expansion of your business or organization, etc. Press releases should always have a catchy headline and make a compelling case in the first paragraph.

Press Advisory: Press advisories are used to invite reporters to an event in relation to a news story. They do not provide the whole story but instead ‘tease’ reporters with enough of the story information that they are encouraged to appear at the event . A press advisory should provide answers to Who, What, Where, When, and Why. Is your announcement something that would make a good photo opportunity, such as receiving a donation in the form of a large check, a ribbon cutting ceremony, or children enjoying a sponsored program? If so include information about the visuals at the event to appeal to TV.

Reporter Pitch: When you have a good story that isn’t breaking news, consider using an email pitch. Unlike a press release, a pitch is more of a ‘letter’ to a reporter suggesting a story idea or source. One advantage to sending a pitch is that you can reserve exclusiveness for the reporter. It is best to keep your pitch short, around 2-5 paragraphs, and be sure to emphasize why your story is compelling early on in the text. If possible, offer other resources such as experts in the field, case studies, contacts, visual tools and graphics. Any way that you can make the reporter’s job easier will help get your story placed.

Position Statement: A position statement is a response to breaking news and is commonly used by advocacy groups and in political circles. Position statements should be 2-5 paragraphs and should always provide contact information for further comment. One goal of issuing a position statement is to have the text appear as part of an article or story, so write the text as a long quote from your spokesperson.

We hope these tools help you get the coverage you want; let us know how it goes once you give them a shot!

During tough economic times, it is more important than ever that nonprofit organizations, foundations and socially responsible businesses maintain and grow your visibility in the community. Here are 10 tips to help generate media coverage, even on a tight budget:

1. Talk about grants. Giving and receiving grants, especially large, can be great topics for a press release.

2. Announce milestones and key organizational moments with a well-crafted press release.

3. Tell the story behind a program. You may have a great opportunity to land a local feature story.

4. Release a report about community priorities, shifting demographics, or local opinions.

5. Submit Opinion pieces. Op-eds provide excellent opportunities to publicize your message in your own words.

6. Report on leadership changes. Announce the arrival of new staff and board members.

7. Tie media outreach to holidays with a local angle related to your group.

8. Use smart media lists. Keep a current spreadsheet with contact information for local reporters and media outlets.

9. Follow print stories with TV outreach. Have a “spokesperson available” to offer expertise for follow-up to newspaper stories.

10. Advertise on cable TV. Cable TV allows ongoing exposure for a relatively modest investment.

#1 Set up an account…and make it clear in your bio who you are and what you do. That willl make it easier for others to decide if they want to follow you.

#2 Tweet regularly. Make tweets interesting by sharing relevant information such as facts, quotes, links to articles, videos, updates on the status of your organization, current news, holiday info, etc. 

#3 Follow others to be followed. People who you follow will often follow you back, espcecially if what you are saying is interesting. Begin by finding others with similar ideals.

#4 Use twitter as a tool to drive traffic to your website, blog, and to encourage readers to take action.

We love providing PR tips, answering questions and growing our network on Twitter. In less time than you think, you can do the same.