« Guerrilla Marketing for Nonprofits Tactic: Use the Power of Repetition to Break-though Media Clutter | Home | Resourcing Social Marketing Strategy with Nedra Weinreich »
Guerrilla Marketing for Nonprofits: Learn the Secret to Making the News Every time
By chris | October 17, 2007
You send out news releases and Public Service Announcements regularly, right? I knew you did. Did you know the main reason most organizations don’t get in the news is the simple reason that they don’t write and send news releases and PSAs.
I have coached organizations that came to me later and said, “Wow, we have been on the evening news three times in the last month since you told us to send news releases”. Guerrillas take the time and expend the energy to send media announcements.
Here it is, the secret to making the news that Guerrillas also know, they use imagination in their news releases and make sure they are as interesting and news worthy as they can be.
For example, it may not be all that interesting or newsy that a marriage relationship initiative organization is holding a marriage seminar in the city this weekend. But imagine the news crew pulling up when the organization locates 20 or 30 men and women dressed as brides and grooms, giving out free wedding cake in high traffic locations though out the city. The couples give out cake and register couples for a free “Honeymoon” at a downtown hotel and sign up people for the conference. What news editor wouldn’t love to see a story like that on their evening report?
You are a senior citizen advocacy group holding a lecture and recruiting people to your organization. Very noble, but imagine what would happen if you staged a gathering of senior adults at a “Rocking Chair Bonfire?” You send a release and let the media people know there will be a huge pile of rocking chairs torched by excited senior adults chucking rockers onto the pile.
The media would be very interested in hearing the people talk who want to make a statement that they are tired of the “ageism” in our society. The media would come out and get great pictures and be very glad to hear your spokesperson talk about your group, they may even invite your keynote speaker to talk about “Ageism” in a live shot from in front of the burning fire!
Topics: Uncategorized |