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Part Two: Nonprofit Publicity Secrets of PR Guru Sandra Beckwith Revealed!
By chris | May 24, 2007
We continue with part two of our interview with nonprofit publicity expert Sandra Beckwith author of the book Publicity for Nonprofits
MMC: Sometimes media people seem to return to the same people as the source for the issue/need my organization also serves, how can I get attention from reporters too?
SB: Yes, they do tend to use the same sources over and over again because those sources:
- Consistently provide useful information
- Are reliable and trustworthy
- Are available to talk to reporters
First, you have to let reporters know you’re out there as a resource and what sorts of stories you can contribute to. Second, you need to stay on their radar screen by staying in touch. Do that by sending newsworthy information and suggesting story ideas. Next, work to establish a relationship with key reporters. Take them to lunch to learn about their editorial needs. Then provide them with information they might find useful for their jobs, whether that information relates to your publicity needs or not. When they begin to see you as dependable, trustworthy and helpful, you should start to get more of those calls that are now going to other sources instead.
MMC: Several times I have had great stories that I know people would want to hear about, but my news release doesn’t seem to get noticed. What should I do to follow-up with reporters to get my release on their radar?
SB: Sometimes a news release isn’t the best vehicle for the end result you want. A news release announces news only. If you’ve got a story idea, use a tool called a “pitch letter.” This is basically a sales letter – it sells the reporter on your article idea. It tells the reporter what the idea is, why readers will be interested in it, and suggests other article sources, as well. Today, this is an e-mail message. Make it no longer than a one-page letter in Word.
MMC: Do online PR resources sites really work? Do reporters and media really use them?
SB: Web-based news release distribution services are great when you’re sending to a national media list. If you’re just working with local media outlets, it’s better to create and maintain your own media list in-house.
MMC: How can faith-based organizations piggy-back on national news stories?
SB: This is one of my favorite subjects. Not enough organizations do this. Capitalize on breaking news stories by contacting your local media outlets immediately by fax, phone or e-mail to offer your organization’s local perspective on that national story. Briefly share your perspective and include a narrative bio of the person who would do the interview (your spokesperson) and brief information about your organization. A good recent example is Jerry Falwell’s death. Leaders of local faith-based groups were in a great position last week to comment on the impact of his life and death on local faith-based groups.
MMC: How often should you send news releases? Won’t reporters get tired of hearing from you if you send too often?
SB: You should send out news releases only when you have news. But you should be in touch with your media list at least once a month. Twice a month is great if you can do it. There are other tools to use besides news releases, including tip sheets (news releases that offer tips or advice in a bulleted or numbered format; see this tip sheet for more information), pitch letters, and your member newsletter.
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