10 Tips for Nonprofits to Generate Media Coverage

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.